WBE Group

What WBE Group does

WBE Group (legal entity Westland Bloemen Export B.V.) is a Dutch wholesaler of cut decorative foliage founded in 1977 and headquartered in Honselersdijk, the Netherlands. The company imports more than 120 varieties of greenery from growers and wild-pickers across Africa, Asia, Australia, Central America, Europe, North America, and South America, and sells them to European wholesalers, garden centres, and Cash & Carries. It operates from two physical branches at the FloraHolland Naaldwijk and Rijnsburg auction sites and is part of a group of six sister companies (including Greenzone, DGC, Eurose & Greens, and Javadoplant) that together supply a broad package of ornamental horticulture products across Dutch and German auctions.

The company runs a B2B transactional revenue model: customers register and are assigned an account manager, then order through the proprietary shop.wbe.nl webshop, which supports filtering by sustainability certifications (MPS, Global GAP, Rainforest Alliance, Chain of Custody). A complementary offering is the VMP Link, a drop-shipping integration that publishes live WBE inventory into resellers' own webshops and automates order processing and delivery, allowing smaller resellers to sell cut greens without holding stock. Marketing is primarily digital (multilingual website, blog, Instagram, newsletter) supplemented by trade fairs (e.g., Elmia Garden 2024) and local sponsorships (Varend Corso, Flower Parade Rijnsburg).

Pricing is not publicly disclosed; customers must register to view wholesale pricing. The company has invested in a formal sustainability posture: FSI 2025 membership (since October 2020), Chain of Custody certification, MPS Affiliate status, SEDEX membership, a CO2 baseline with BigMile (2023 reference year), and participation in a multi-party initiative with the University of Coventry, FSI, and IDH to develop a certification standard for wild-picking products, which constitute over 40% of its decorative green supply.

Name

WBE Group

Legal name

Westland Bloemen Export B.V.

Website

https://wbe.nl

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

251–500 employees

Short description

WBE Group is a Dutch wholesaler founded in 1977 that imports and distributes more than 120 varieties of cut decorative foliage from growers and wild-pickers worldwide to European wholesalers, garden centres, and Cash & Carries via auction branches and a proprietary B2B webshop.

Ownership category

akta.pro rank

Product category

Cut Greens Wholesale / Floriculture Distribution

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• Cut greens wholesale
• Decorative foliage supply
• Floriculture distribution
• Ornamental horticulture products
• B2B floral wholesale

Headquarters

HQ city

Honselersdijk

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. B2B Wholesale Cut Greens: WBE sells cut and decorative greens to wholesalers, garden centres, and Cash & Carries across Europe via its webshop. Customers must be registered and approved. Products are sourced globally from growers and wild-pickers.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

WBE Group (Westland Bloemen Export) is a Dutch wholesaler of decorative cut greens and foliage, importing more than 120 varieties from growers and wild-pickers across six continents and reselling them to wholesalers, garden centres, and Cash & Carries throughout Europe. Distribution is operated through a proprietary B2B webshop with certification-based filtering, physical branches at the FloraHolland Naaldwijk and Rijnsburg auction sites, and a VMP Link integration that enables resellers to list WBE's live inventory in their own webshops.

Product overview

WBE Group operates as a cut greens (foliage) wholesaler operating through a unified platform centered on its Webshop, supported by the VMP Link drop-shipping integration service. The product portfolio includes over 120 varieties of decorative cut greens organized in a Green Catalogue, accessible via the Webshop Login System. Additional touchpoints include the WBE Magazine for brand storytelling and the WBE Blog for product education. WBE Group consists of multiple sister companies under a shared IT department, serving wholesalers, Cash & Carries, and garden centers across Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Cut Greens (Assorted Varieties)

Quantifiable outcome

• Over 40% of total decorative green supply comes from wild-picking products that cannot be GAP certified

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Javado / JavadoplantcoreChannel Partner/ Reseller/ Distributor · 2 October 2024WBE and Javado/Javadoplant are sister companies within the WBE Group. They participated together at Elmia Garden 2024 (Sweden, October 2024), presenting a combined offering of cut greens from WBE and plants from Javadoplant. Both are part of the WBE Group operating across Dutch and German flower auctions.
• GreenzonecoreChannel Partner/ Reseller/ DistributorGreenzone (greenzone-blumen.de) is a sister company within the WBE Group, supplying ornamental horticulture products alongside WBE. Both are part of a green family of six companies operating across Dutch and German flower auctions.
• DGC (Dutch Greenery Connection)coreChannel Partner/ Reseller/ DistributorDGC is a sister company within the WBE Group, forming part of the network of six companies delivering ornamental horticulture products. Listed as a family member on the WBE Group website.
• Eurose & GreenscoreChannel Partner/ Reseller/ DistributorEurose & Greens is a sister company within the WBE Group. WBE and Eurose jointly obtained Global GAP Chain of Custody certification. Both are part of the WBE Group network.
• MPS (Milieu Programma Sierteelt)coreStrategic or Co-development PartnerWBE has been an Affiliate Member of MPS for many years, gaining access to the MPS-Trade Portal for certificate visibility by grower. WBE also achieved Chain of Custody certification through MPS following prior MPS Good Trade Practice certification.
• FSI 2025 (Floriculture Sustainability Initiative)coreStrategic or Co-development PartnerWBE became a member of FSI 2025 in October 2020. FSI is a sector-wide initiative to achieve 90% responsibly produced and traded volumes, reduce CO2 footprint, ensure equal disposable wages, and transparent reporting. WBE participates in its three pillars: responsible production and trade, responsible behaviour, and integrated reporting.
• SEDEXminorStrategic or Co-development PartnerWBE is a SEDEX member, participating in supplier ethical data sharing for responsible supply chain management.
• University of CoventryminorStrategic or Co-development PartnerA project group consisting of WBE, Adomex, Coloriginz and FTG, under the guidance of the University of Coventry, FSI 2025 and IDH, is working on a globally accepted alternative to GAP certification for wild-picking products.
• MVO WestlandminorStrategic or Co-development PartnerWBE works with MVO Westland, a network of inclusive entrepreneurs in Westland, supporting equal employment opportunities for all job seekers.
• PlantexminorOthersPlantex is a supplier of cut greens from Central America (Costa Rica, Guatemala). WBE regularly visits Plantex as part of supplier relationship management. Products include Aralia and other foliage varieties.
• Lentiz CollegeminorStrategic or Co-development PartnerWBE has a close collaboration with Lentiz College, supporting MBO Flower & Design students during projects, including assignments for the Rijksmuseum, exposing students to WBE's assortment of cut greens.
• UTI ForwardingminorOthersAfter products are processed by overseas suppliers, UTI Forwarding (Rotterdam-based) handles logistics, as described in the WBE 'Logistics in the spotlight' blog post.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fleurametz: European cut flower and foliage wholesaler with strong German and Dutch presence; comparable to WBE in serving wholesalers, garden centres, and Cash & Carries with cut greens and flowers.
• Hilverda de Boer: Dutch wholesaler and exporter of cut flowers and foliage to florists and wholesalers across Europe; directly comparable to WBE in floricultural wholesale, including foliage, customer base, and international sourcing.
• Holex Flower: Dutch wholesaler and online platform for cut flowers and foliage serving florists across Europe; directly comparable to WBE's webshop-based B2B model and cut greens assortment.
• Adomex: Dutch wholesaler and importer of cut flowers and foliage; WBE's partner in the University of Coventry wild-picking certification initiative. Comparable in cut greens focus, European customer base, and sustainability posture.
• Van der Plas: Dutch wholesaler of cut flowers and plants serving florists, garden centres, and supermarkets across Europe; comparable to WBE as a multi-product ornamental wholesaler with similar European customer segments.
• OZ Export: Dutch B2B exporter of cut flowers and foliage serving European wholesalers and florists, directly comparable to WBE in product mix (cut greens and flowers), customer base (wholesalers, garden centres), and auction-site presence.
• Hamifleurs: German-based wholesaler of cut flowers and greenery serving European florists and Cash & Carries; comparable to WBE in product range (cut greens), German/Dutch market focus, and Cash & Carry customer segment.

Broad incumbents

• Royal FloraHolland: The Dutch cooperative flower auction that operates the Naaldwijk and Rijnsburg sites where WBE is based. WBE is both a customer/supplier and physical occupant; Royal FloraHolland is the dominant broad incumbent setting the platform WBE builds upon.

Emerging players

• Eurose & Greens: Sister company in the WBE Group jointly certified with WBE for Chain of Custody; comparable in floricultural wholesale focus and sustainability positioning, though smaller scale.
• Javado: WBE Group sister company (within the same group structure) supplying plants alongside WBE's cut greens; relevant as a closely comparable in-group peer competing in adjacent ornamental categories.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/reel/DZJjQkTs4Fy
• Xx.com/wbe_groep

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WBE Group