Flamingo Holland

What Flamingo Holland does

Flamingo Holland Inc. is a privately held wholesale importer and distributor of flower bulbs, perennials, packaging, and horticultural supplies serving professional cut flower growers, potted plant growers, and bouquet manufacturers across the United States. The company operates from its Vista, California headquarters and warehouse, importing primarily from the Netherlands (via parent Van den Bos Flowerbulbs) and Chile (via partner Southern Bulbs) to provide year-round bulb availability to domestic growers. Founded in 1984 on the West Coast, Flamingo Holland has over time shifted its sales mix from cut flower production toward potted plant growers by adding breeding company partnerships, tissue culture perennials, and exclusive ornamental lines.

The company's core product lines fall into three categories: (1) wholesale flower bulbs, including Asiatic, Oriental, LA Hybrid, and OT Hybrid lilies (with the exclusive Roselily double-flowered pollen-free line), freesias, calla lily bulbs, tulips, dahlias, and Tecolote Ranunculus; (2) wholesale bare root and tissue culture perennials, including peonies, Echinacea Sunseekers, Heuchera Indian Summer, Delphinium Highlander, and Garvinea gerberas; and (3) wholesale flower packaging, comprising BOPP and CPP cut flower sleeves, bouquet sleeves, and potted plant packaging. Notable technical differentiators include the proprietary Mini Calla propagation technique and exclusive cultivar lines such as Roselily.

Flamingo Holland is a subsidiary of the Van den Bos Group headquartered in the Netherlands, a 70+ year flower bulb producer active in over 60 countries. In October 2017, Foreman Capital became majority shareholder of Van den Bos, providing growth capital. The company generates revenue through one-time wholesale transactions priced via sales representative quotes on multi-year contracts, targeting enterprise-level professional growers and bouquet manufacturers. Marketing is conducted through industry trade shows (Cultivate, IPM Essen, MANTS, Dutch Lily Days, FlowerTrials, CAST), a corporate website with cultivation guides, and social media channels. Distribution operates as enterprise field sales with direct fulfillment from the Vista warehouse to US customers.

Name

Flamingo Holland

Legal name

Flamingo Holland Inc.

Website

https://flamingoholland.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Flamingo Holland Inc. is a Vista, California-based wholesale importer and distributor of flower bulbs, bare root and tissue culture perennials, and flower packaging supplies, serving professional cut flower growers, potted plant growers, and bouquet manufacturers across the United States as the North American subsidiary of Dutch producer Van den Bos Flowerbulbs.

Ownership category

akta.pro rank

Product category

Wholesale Flower Bulb & Horticultural Distribution

NAICS

Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930), Nursery and Floriculture Production (11142), Floriculture Production (111422)

akta.pro primary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

akta.pro secondary industries

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD), Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE)

Keywords

• Wholesale flower bulbs
• Horticultural distribution
• Flower packaging supplies
• Bare root perennials
• Tissue culture plants

Headquarters

HQ city

Vista

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Flower Bulb Distribution: Flamingo Holland generates revenue through wholesale distribution of flower bulbs (lilies, callas, freesias, tulips, dahlias, ranunculus) to professional growers. The company imports bulbs primarily from the Netherlands (Van den Bos Flowerbulbs) and Chile, storing inventory in US warehouses for year-round supply.
2. Wholesale Perennial Distribution: Distribution of bare root perennials including peonies and tissue culture perennials from partner breeders.
3. Flower Packaging and Supplies: Sale of cut flower packaging materials (BOPP sleeves, CPP sleeves, bouquet packaging, potted plant packaging) and horticultural supplies to growers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Flamingo Holland is a wholesale importer and distributor of flower bulbs (lilies, callas, freesias, tulips, dahlias, ranunculus), bare root and tissue culture perennials (peonies, Echinacea, Heuchera, Delphinium, Garvinea), and flower packaging supplies (BOPP/CPP sleeves, bouquet sleeves, potted plant packaging) sold to professional cut flower growers, potted plant growers, and bouquet manufacturers throughout the U.S. The company serves as the North American subsidiary of Dutch flower bulb producer Van den Bos Group and operates a US warehouse in Vista, California to enable year-round inventory supply.

Product overview

Flamingo Holland Inc. is a wholesale importer and distributor of flower bulbs, packaging, and supplies, and a subsidiary of Van den Bos Group located in The Netherlands. The company operates as a single unified distribution business rather than a platform-plus-modules architecture. Its core product lines consist of: (1) Wholesale Flower Bulbs encompassing lilies (Asiatic, Oriental, LA Hybrid, OT Hybrid), Roselilies (exclusive double-flowered pollen-free line), freesias, calla lilies, tulips, dahlias, and Tecolote Ranunculus; (2) Wholesale Bare Root Perennials featuring peonies, tissue culture perennials including Echinacea Sunseekers, Heuchera Indian Summer, Delphinium Highlander, and Garvinea varieties; and (3) Wholesale Flower Packaging including cut flower packaging (BOPP/CPP sleeves), bouquet packaging (multiple style series), and potted plant packaging. The company supplies professional cut and potted growers as well as bouquet manufacturers throughout the U.S.

Differentiator

Problem solved

Functional benefit

Brands

• Roselily: Exclusive double-flowered lily line with no pollen, suitable for both cut flower and pot production.
• Garvinea
• Heuchera Indian Summer Series
• Echinacea Sunseekers

Products and services

• Wholesale Flower Bulbs Comprehensive wholesale flower bulb catalog including Asiatic Lilies, Oriental Lilies, LA Hybrid Lilies, OT Hybrid Lilies, Roselilies, Freesias (Single and Double), Calla Lily Bulbs and Zantandeschia Tubers, Tulips, Dahlias (Ball, Decorative, Karma series), and Tecolote Ranunculus. Sold to professional cut flower and potted plant growers across the U.S.
• Wholesale Bare Root Perennials Bare root perennials including peonies in Single, Semi Double, and Double varieties (Alexander Flemming, Bartzella, Border Charm, Coral Charm, Duchesse De Nemours, Felix Crousse, Festiva Maxima, Kansas, Karl Rosenfield, Sarah Bernhardt) sold to professional perennial growers and potted plant producers.
• Wholesale Flower Packaging Complete flower packaging solutions including cut flower packaging (BOPP flower sleeves, CPP flower sleeves), bouquet packaging (bouquet sleeves in styles such as All Round, Aqua, Baseline, Cleome, Dionysus, Duo Fibre, Estate, Evergreen, Gingham, Happy, Maxima, Pearl, Primavera, Radial, Sense, Shade, Stripes, Usual, and Vibe), potted plant packaging (Pot Clear CPP, Pot Clear Vented in sizes for 4-inch to 10-inch pots), and custom packaging options.
• Tissue Culture Perennials Tissue culture perennial offerings including Echinacea Sunseekers series, Heuchera Indian Summer series (sun tolerant, zone 4-9, 13 colors), Delphinium Highlander series (double flower, zone 3-9), Garvinea Sweet Sunset (true garden gerbera), Senecio Angel Wings, and various Alstroemeria varieties. Available as tissue culture or liner.
• Horticultural Supplies Additional horticultural supplies for professional flower growers sold alongside bulbs and packaging materials to support commercial growing operations.
• Roselily Exclusive Line Exclusive double-flowered oriental lily line with no pollen and reduced fragrance. Suitable for both cut flower and pot production with 5 different pot varieties and approximately 25 varieties for cut flower production. Exclusive to Flamingo Holland in North America through the Van den Bos Group.

Quantifiable outcome

• Year-round supply capability through US warehouse storage

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

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• VitrofloracoreStrategic or Co-development Partner · 3 June 2021Vitroflora partnership for marketing and sales of TC3 (tissue culture) material in North America. Vitroflora is a 4th generation family-owned company operating 13ha of greenhouse production and two production labs, supplying over 100 million young plants annually to European, Asian, and US markets.
• Van den Bos FlowerbulbsflagshipStrategic or Co-development Partner · 29 October 2017Van den Bos Flowerbulbs is the parent company of Flamingo Holland, located in the Netherlands. They are a specialist supplier of lilies, freesias, and callas for professional flower and pot plant producers with 70+ years of experience. Van den Bos is active in more than 60 countries worldwide with branches in the US, Canada, China, and Australia. Flamingo Holland serves as their North American subsidiary.
• Southern BulbscoreStrategic or Co-development PartnerPartner supplier based in Chile providing Chilean lily bulbs for North American market. Chile harvest provides Oriental lily bulbs and Longiflorum varieties for North American customers.
• GA VerdegaalcoreStrategic or Co-development PartnerPartner supplier of lily bulbs from the Netherlands. Located at verdegaal.nl.
• AllPlantminorChannel Partner/ Reseller/ DistributorPerennial plant breeder partner listed in Flamingo Holland's supplier portfolio.
• Concept PlantsminorChannel Partner/ Reseller/ DistributorPlant breeding partner in Flamingo Holland's perennial supplier network.
• KonstminorChannel Partner/ Reseller/ DistributorAlstroemeria breeding partner in Flamingo Holland's perennial supplier network.
• Hilverda FloristminorChannel Partner/ Reseller/ DistributorPlant breeding partner in Flamingo Holland's supplier portfolio.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• PanAmerican Seed: Ball Horticultural's flower seed brand distributing to professional cut flower and bedding plant growers. Comparable channel, customer base, and go-to-market motion to Flamingo Holland's US grower-focused wholesale operation.
• Ball Horticultural Company: One of the largest North American horticultural distributors serving professional growers with seeds, vegetative cuttings, and finished inputs. Direct comparable to Flamingo Holland's grower-focused wholesale model, though broader in scope.
• Ednie Flower Bulb: US importer and distributor of flower bulbs focused on the East Coast professional grower market. Direct peer in flower bulb wholesale distribution with overlapping product categories.
• Colorblends: US-based wholesale flower bulb distributor specializing in tulips and commercial landscape plantings. Comparable as a B2B bulb distributor serving professional customers in North America.
• K. van Bourgondien: Long-standing Dutch-origin US distributor of flower bulbs and perennials to both retail and trade customers. Closest direct competitor in flower bulb wholesale with similar import-and-distribute model, though more retail-tilted.

Broad incumbents

• Sakata Seed America: Breeder and producer of flower and vegetable seeds serving North American growers. Adjacent competitor in the same professional grower channel with similar breeding-to-grower supply chain model.
• Dümmen Orange: Global breeder and producer of cut flowers, potted plants, and perennials serving professional growers worldwide. Overlaps with Flamingo Holland's perennial and potted plant segments at a much larger scale.
• Syngenta Flowers: Global flower seed and input business within Syngenta serving professional growers. Comparable as a large-scale supplier to commercial floriculture producers, though seed- rather than bulb-focused.
• Royal van Zanten: Dutch-based breeder and propagator of cut flowers, potted plants, and perennials with global reach. Comparable as a Netherlands-rooted supplier distributing proprietary genetics into the North American professional grower channel.

Emerging players

• Hilverda Florist: Dutch breeder and supplier of cut flowers, potted plants, and perennials that is itself a Flamingo Holland breeding partner. Comparable as a Netherlands-based genetics supplier with overlapping variety portfolios and customer segments.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/FlamingoHolland
• YouTubeyoutube.com/user/FlamingoHolland
• LinkedInlinkedin.com/company/flamingo-holland-inc-usa
• Instagraminstagram.com/flamingoholland

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Flamingo Holland