DeVroomen Garden Products

What DeVroomen Garden Products does

DeVroomen Garden Products is a wholesale distributor of flower bulbs, bare root perennials, and related horticultural products, founded in 1925 and headquartered at 3850 Clearview Court in Gurnee, Illinois. The company operates a B2B trade model serving three primary customer segments, landscape contractors, professional growers, and retail garden centers, with an explicit policy of serving specialist trade channels and avoiding big-box retail. Operations span the United States and Canada; bulbs are packed and independently inspected at the company's production facility in Lisse, Netherlands (by the Dutch Flowerbulb Inspection Service), and bulk distribution to North American customers is handled through facilities in New Jersey, Russell (Illinois), and Niagara Falls (Ontario).

The product catalog is organized around two seasonal pillars: fall bulbs and bare roots (tulips, daffodils, alliums, crocus, hyacinths, and dozens of specialty genera) and spring bulbs and bare roots (perennials such as astilbe, achillea, dahlias, echinacea, plus vegetable starts). Curated sub-brands differentiate the offering, including the Simple Pleasures retail program of approximately 300 retail-packed varieties supplied with branded angled display racks on wheels, the Sesame Street licensed collection for family and educational garden centers, and Dutch Vintage and Perfect Partners specialty blends. Production technology includes X-ray scanning for early disease detection during quality control, automated counting and packing machinery, a customer-facing online track-and-trace system, and the Simple Pleasures Gallery high-resolution image database licensed to trade customers for their own marketing materials. Quality assurance is reinforced by membership in the Holland Selection organization, which guarantees disease-free, true-to-name, properly handled, and traceable inventory.

Revenue is generated through per-unit wholesale pricing with volume discounts across bulk and pre-packed SKUs, quote-based and account-managed sales to landscape contractors and growers, royalty-bearing licensed collections, and an online webshop for self-service ordering of pre-packed retail and bulk product. The company employs between 11 and 50 staff across its US, Dutch, and Canadian locations and supports trade customers through a sales-led motion complemented by seasonal printed and digital catalogs, the devroomen.com website, newsletter subscriptions, organic social channels (Facebook, Instagram, LinkedIn), and industry association participation (ASCFG, ILCA, PPA).

Name

DeVroomen Garden Products

Legal name

DeVroomen Garden Products

Website

https://devroomen.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

11–50 employees

Short description

DeVroomen Garden Products is a wholesale distributor of flower bulbs, bare root perennials, and seasonal horticultural products founded in 1925, serving landscape contractors, professional growers, and retail garden centers across the United States and Canada from facilities in Illinois, New Jersey, the Netherlands, and Ontario.

Ownership category

akta.pro rank

Product category

Wholesale Horticultural Distribution

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

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

Keywords

• Wholesale flower bulbs
• Perennial distribution
• Garden center supply
• Horticultural wholesale
• Landscape contractor supply

Headquarters

HQ city

Gurnee

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Flower Bulb Sales: B2B wholesale distribution of flower bulbs and perennials to landscape contractors, professional growers, and garden centers. Products include fall bulbs, spring bulbs, bare roots, and specialty items sold in bulk quantities with various packaging options.
2. Retail Program Products: Approximately 300 carefully selected retail-packed varieties sold to garden centers. Includes premium angled display racks on wheels for in-store merchandising.
3. Specialty Collections: Licensed specialty collections including Sesame Street branded flower bulbs, promotional materials, and display systems sold to trade customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

DeVroomen Garden Products is a wholesale distributor of flower bulbs, bare root perennials, and related garden products serving trade customers since 1925. The company supplies landscape contractors, professional growers, and garden centers with fall and spring bulbs, pre-packed retail collections, and licensed specialty lines (such as the Sesame Street Collection). Production and packing occurs at a state-of-the-art facility in Lisse, Netherlands, with distribution centers in the US and Canada.

Product overview

DeVroomen Garden Products is a wholesale flower bulb and bare root perennial distributor serving landscape contractors, professional growers, and retail garden centers since 1925. The product portfolio centers on two main categories: Fall Bulbs & Bare Roots (including tulips, daffodils, alliums, crocus, and specialty bulbs) and Spring Bulbs & Bare Roots (including perennials like astilbe, achillea, dahlias, and vegetables). The company operates multiple product lines including the Simple Pleasures retail program (~300 varieties with premium display racks), Pre-Packed Collections for garden centers, the licensed Sesame Street Collection, and Dutch Vintage specialty blends. Additional offerings include growing guidelines, availability tracking, and an online image database for marketing support.

Differentiator

Problem solved

Functional benefit

Brands

• Simple Pleasures: Retail program consisting of approximately 300 carefully selected varieties of flower bulbs for garden centers and retailers.
• Sesame Street Collection

Products and services

• Fall Bulbs & Bare Roots Wholesale fall-season flower bulbs including Allium, Tulips, Daffodils, Crocus, Hyacinth, Iris, Lilium, and specialty varieties such as Camassia, Chionodoxa, and Fritillaria, plus bare root perennials, sold in bulk quantities to trade customers.
• Spring Bulbs & Bare Roots Wholesale spring-season flower bulbs and bare root perennials including Achillea, Aconitum, Actaea, Agapanthus, Astilbe, Dahlia, Echinacea, Hosta, Lilium, Paeony, Salvia, and vegetable starts, sold to landscape contractors and garden centers.
• Simple Pleasures Retail Program Approximately 300 carefully selected retail-packed flower bulb varieties offered under the Simple Pleasures brand with premium angled display racks on wheels, sold exclusively to garden centers and DIY stores for fall and spring sales seasons.
• Pre-Packed Collections Retail-ready packaged bulb collections including Bee Hotel, Butterfly Hotel, and color-themed collections (Blue, Purple, White, Yellow) with eco-friendly paper packaging and butterfly-shaped ventilation cutouts, designed for garden center merchandising.
• Bulb Blends Curated mixed flower bulb collections including Allium Blend Bubble, Allium Blend Elegant, Alaskan Aurora Blend, Blue By You Blend, and specialty combinations designed for pollinator gardens and landscape displays.
• Sesame Street Collection Licensed Sesame Street-themed flower bulb collection featuring branded packaging with popular characters, sold to retail garden centers targeting families and educational gardens under a brand licensing partnership.
• Dutch Vintage Collection Premium vintage-style flower bulb collection featuring curated color palettes and eco-friendly packaging, marketed under the Dutch Vintage brand for specialty garden retail.
• Vegetable Assortment Bulk vegetable starter collections featuring onions (yellow, red, white), shallots, garlic, asparagus, horseradish, and rhubarb with display racks, sold to garden centers and landscape businesses.

Quantifiable outcome

• XXL bulbs provide XXL blooms - guaranteed impression
• +1 more outcomes

Named customers4 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

Six partnerships are on record, tiered minor and core.

• American Seed Curators Federation (ASCFG)minorOthersIndustry association membership providing credibility and networking within the horticulture and seed industry.
• Illinois Landscape Contractors Association (ILCA)minorOthersRegional industry association membership connecting DeVroomen with landscape contractors in the Illinois region.
• Perennial Plant Association (PPA)minorOthersIndustry association membership supporting the perennial plant industry and connecting with professional growers.
• Sesame StreetcoreOEM/ Whitelabel/ Licensing PartnerLicensed partnership allowing DeVroomen to produce and sell Sesame Street branded flower bulbs and garden products. Dedicated section of website and product line including themed collections like Sesame Street Fall and Sesame Street Spring bulbs.
• Dutch Flowerbulb Inspection ServicecoreTechnology or IntegrationIndependent inspection service that conducts inspections during the production process at DeVroomen's facility in Lisse, Holland, ensuring quality standards are maintained.
• Bloemencorso BollenstreekminorGTM or Marketing PartnerParticipates in the famous Dutch flower bulb parade event, sharing video content and engaging with the broader horticulture community.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Ball Horticultural Company: Broad incumbent: major horticulture producer and distributor serving professional growers and retailers with a broad seed and plant portfolio; addresses similar professional grower customers from a much larger and broader supply base.
• White Flower Farm: Broad incumbent: established premium mail-order perennial and bulb nursery with a broader assortment and consumer-direct catalog; competes for similar gardening-enthusiast customers though its wholesale channel is smaller than DeVroomen's.
• Spring Hill Nurseries: Broad incumbent: large mail-order nursery offering bulbs and a wide range of perennials, shrubs, and roses; competes for the same end consumer but operates a heavier consumer-direct model rather than a pure trade channel.

Emerging players

• American Meadows: Emerging player: online-focused bulb and wildflower seed seller with growing trade offerings; overlaps with DeVroomen on flower bulb retail but relies on a digital-first model with limited wholesale infrastructure.
• Old House Gardens: Emerging player: specialty heirloom bulb grower and mail-order retailer; overlaps with DeVroomen on bulb variety but competes in a narrower heirloom segment rather than wholesale landscape supply.

Direct peers

• Longfield Gardens: Direct peer: wholesale and online retailer of flower bulbs, perennials, and bare-root plants serving both trade customers and home gardeners, with overlapping perennial and dahlia categories.
• K. Van Bourgondien: Direct peer: multi-channel Dutch bulb supplier selling wholesale and retail-packed bulbs, with comparable pre-packed collections and merchandising support to garden centers.
• Colorblends Wholesale Flowerbulbs: Direct peer: US-based wholesale distributor selling flower bulbs in bulk to landscape professionals, with similar pre-packed and custom blend programs targeting trade customers.
• Van Engelen / John Scheepers / Tulip World: Direct peer: Dutch-rooted wholesale flower bulb distributor serving professional landscapers and garden designers with bulk spring and fall bulb assortments very comparable to DeVroomen's wholesale book.
• Brent & Becky's Bulbs: Direct peer: long-standing wholesale and retail bulb grower/distributor offering fall and spring bulbs to landscape contractors and gardeners, mirroring DeVroomen's trade and consumer mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/devroomengarden
• LinkedInlinkedin.com/company/devroomen-holland-garden-prods
• Instagraminstagram.com/devroomenus

Revenue estimate

Valuation estimate

Number of profiles

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 DeVroomen Garden Products