Zurel Group

What Zurel Group does

Zurel Group is a Netherlands-based privately held company that operates as a flower importer and exporter under the trade name Zurel Flowers, situated within the broader Ciccolella Group. Headquartered in De Kwakel — a town adjacent to Aalsmeer, the global epicenter of the cut-flower trade — the company participates in the sourcing, importation, and re-export of cut flowers into European and adjacent markets. The business is small-scale, with a stated headcount band of 11-50 employees, consistent with a specialty trade intermediary rather than a large-volume wholesaler.

The company carries a long operating history, having been founded in 1910, which places it among the more established names in the Dutch ornamental horticulture trade. It is structured as a for-profit private entity, with no public ticker disclosed and no funding rounds, M&A activity, or capital-markets transactions recorded in the available data. Beyond the parent-subsidiary linkage to Ciccolella Group, no further corporate-structure, management-team, or ownership-detail information was captured.

Information gaps are material. The company's website at zurel.nl was not successfully scraped (it returned only a loading/verification page), and the input contains no data on product mix, customer segments, pricing mechanics, distribution channels, technology stack, geographic footprint beyond the Netherlands headquarters, certifications, partnerships, or recent strategic activity. Consequently, the revenue model, value proposition, and competitive positioning described here are necessarily limited to what can be inferred from the firmographic record: a long-established Dutch flower trade intermediary operating at small scale within the Aalsmeer cluster.

Name

Zurel Group

Website

https://zurel.nl

Company type

Private

Founded year

1910

Headcount range

11–50 employees

Short description

Zurel Group, operating as Zurel Flowers under the Ciccolella Group, is a Netherlands-based importer and exporter of cut flowers. Founded in 1910 and headquartered in De Kwakel near the Aalsmeer trade hub, the privately held company employs 11-50 people.

Ownership category

akta.pro rank

Product category

Wholesale Floriculture / Flower Import & Export

NAICS

Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493), Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• Flower import export
• Cut flower wholesale
• Floriculture trading
• Fresh flower distribution
• Flower sourcing

Headquarters

HQ city

De Kwakel

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel

Core offering

Zurel Group, through its Zurel Flowers brand under the Ciccolella Group, operates as an importer and exporter of flowers. The company sources flowers internationally and distributes them to business buyers in the floral trade, serving the wholesale and retail floriculture supply chain from its base in De Kwakel, Netherlands.

Differentiator

Problem solved

Functional benefit

Products and services

• Flower Import Services

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Direct peers

• FleuraMetz: One of the largest Dutch-based floral importers and wholesalers, sourcing globally and supplying European florists and retailers. Highly comparable to Zurel on geography, customer base (B2B florists and retailers), and cut-flower import/export model.

Emerging players

• Bloom & Wild: UK-based online florist and letterbox-flower specialist with pan-European operations. Comparable in that it sources cut flowers internationally and distributes across Europe, but differentiated by a direct-to-consumer digital model rather than B2B wholesale.

Others

• Ciccolella Group: Italian-headquartered international flower trading and distribution group that owns Zurel. Operates a similar import/export and B2B distribution model across multiple European countries, making it the closest corporate parent / strategic peer.

Broad incumbents

• Ball Horticultural Company: US-headquartered global breeder, producer, and distributor of ornamental flowers and plants. Comparable in international cut-flower/ornamental supply, B2B customer base, and exposure to the same end-market demand drivers relevant to Zurel.
• HilverdaKooij: Dutch-based breeder and propagator of cut flowers and pot plants with global distribution. Comparable in Dutch floriculture footprint, international sales channels, and customer overlap with European wholesalers and retailers served by Zurel.
• De Ruiter: Dutch-based rose and cut-flower breeder, now part of the Dümmen Orange group. Comparable in its Dutch base, focus on cut flowers, and international B2B distribution — sits one tier upstream of Zurel in the value chain.
• Royal FloraHolland: The world's largest flower auction, headquartered in Aalsmeer (adjacent to Zurel's De Kwakel base). Sets the dominant pricing and supply mechanism for cut flowers in the Netherlands; Zurel's business is closely tied to its auction ecosystem.
• Florensis: Dutch-based breeder and propagator of annuals, perennials, and pot plants serving European growers and retailers. Comparable in its Dutch base, international customer base in floriculture, and exposure to the same end-market demand drivers as Zurel.
• Interflora: Long-established international flower delivery network connecting local florists for cross-border orders. Operates further down the value chain (consumer delivery) but shares the cut-flower sourcing/wholesale footprint and European B2B customer base relevant to Zurel.
• Dümmen Orange: Global Dutch-based breeder and propagator of cut flowers, potted plants, and ornamentals. Comparable in that it operates at scale in the Dutch floral supply chain and trades internationally, though one tier upstream of Zurel as a breeder rather than trader.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights4 records

Customer concentration

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 Zurel Group