What Hilverda De Boer does

Hilverda De Boer is a Netherlands-headquartered B2B wholesaler of fresh cut flowers, plants, and cut foliage, founded in 1909 in Aalsmeer and now operating as part of FM Group following a merger completed on September 30, 2022. The company sources from the Royal FloraHolland Auction and an exclusive Preferred Suppliers network of 140+ top Dutch and international growers, with 20 product-specialist buyers managing procurement across categories such as roses, orchids, hydrangeas, tulips, peonies, and carnations. It processes approximately 350 million cut flowers annually and serves retail florists, wholesalers, event florists, bridal stylists, influencer florists, and hospitality buyers across 60+ countries through regional hubs in De Kwakel (Netherlands, headquarters), Ridgefield, Connecticut (North America), Oslo (Norway), and Stockholm and Skövde (Sweden), supported by a 38,000 sq. ft. US distribution facility.

The business runs a B2B sales-led go-to-market with account managers, a 35-person sales team, and dedicated regional sales representatives covering Europe, the Middle East, the Far East, and North America. Ordering occurs through a proprietary webshop and iOS/Android mobile applications, with FedEx-powered direct delivery from Holland to US customer doors on a weekly cadence. Distribution is anchored by a temperature-controlled cold-chain logistics network that ensures product quality from greenhouse to buyer. The company is a member of the Floriculture Sustainability Initiative (FSI) and pursues Fairtrade and MPS sustainability certifications across its supplier base, with a stated target of sourcing 65% of products through the Preferred Suppliers network and supporting the FSI goal of 90% certified growers by 2025.

Hilverda De Boer is privately held, with no venture capital or public market funding disclosed. Revenue is not publicly reported. The combined FM Group entity continues to invest in brand-building through the Masterpieces By ambassador program (2026), the annual Bloomshare in-house fair, the Keukenhof sponsorship, and content-driven lookbooks targeting bridal and event florists, alongside sustainability initiatives and digital ordering infrastructure.

Name

Hilverda De Boer

Legal name

Hilverda De Boer

Website

https://hilverdadeboer.nl

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

101–250 employees

Short description

Hilverda De Boer is a Netherlands-based B2B wholesaler of fresh cut flowers, plants, and cut foliage, founded in 1909, sourcing from 140+ growers and distributing to florists, wholesalers, and event designers in 60+ countries, now part of FM Group following a 2022 merger.

Ownership category

akta.pro rank

Product category

Wholesale Floriculture and Cut Flower Distribution

NAICS

Other Farm Product Raw Material Merchant Wholesalers (424590)

SIC

Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

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

Keywords

• Wholesale flower distribution
• Cut flower export
• Florist supply
• Fresh plant wholesale
• Cut foliage supply

Headquarters

HQ city

Aalsmeer

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Wholesale flower and plant sales: B2B wholesale of fresh cut flowers, plants, and cut foliage to florists, wholesalers, and event designers. Products sourced from Royal FloraHolland Auction and Preferred Suppliers network of 140+ growers worldwide.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Hilverda De Boer is a B2B wholesale distributor of fresh cut flowers, potted plants, and cut foliage, sourcing from Royal FloraHolland Auction and a Preferred Suppliers network of more than 140 growers across multiple continents. The company sells to retail florists, wholesalers, event florists, and hospitality buyers through a webshop, mobile apps (iOS/Android), and dedicated account managers, with temperature-controlled direct shipping from Holland to customers in 60 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Fresh Cut Flowers Wholesale supply of fresh cut flowers sourced from the Royal FloraHolland Auction and a Preferred Suppliers network of 140+ growers worldwide, sold to retail florists, wholesalers, and event florists. Available for ordering through the webshop and mobile apps with direct temperature-controlled shipping from Holland to 60 countries.
• Potted Plants Wholesale supply of potted plants sourced from the Preferred Suppliers network, sold alongside fresh cut flowers to professional florists and wholesalers in 60 countries.
• Cut Foliage and Cut Greens Wholesale supply of cut foliage and greens for use by florists in bouquets and arrangements, sourced through the Preferred Suppliers network and shipped with the same temperature-controlled cold chain as the flower assortment.
• Fairtrade Certified Cut Flowers and Plants Cut flowers and plants carrying Fairtrade certification, supplied through a partnership with Fairtrade and sold to florists and wholesalers seeking sustainability-assured products.
• MPS Certified Sustainable Cut Flowers and Plants Cut flowers and plants carrying MPS (Multiple Purdue/Sustainability) certification, supplied through a partnership with MPS and offered to florists and wholesalers requiring environmental and social compliance documentation from suppliers.

Quantifiable outcome

• Sourcing 65% of products from Preferred Suppliers network
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered minor and core.

• Jenny Thomasson-Ingrum (Masterpieces Ambassador)minorGTM or Marketing Partner · 1 January 2025Floral designer and Masterpieces ambassador supported with flower selection, logistics, and compliance for World Cup Floral Art 2025 participation.
• KeukenhofminorGTM or Marketing Partner · 1 January 2025Sponsoring flowers displayed at Keukenhof, the Netherlands' premier flower garden, for brand visibility.
• FM GroupcoreStrategic or Co-development Partner · 30 September 2022Hilverda De Boer and FM Group merged in September 2022 to create a strong platform for continuous growth in the global floriculture sector. The merged company operates under FM Group name.
• Royal FloraHolland AuctioncoreStrategic or Co-development PartnerPrimary purchasing source. Purchases from the renowned Royal FloraHolland Auction as a core part of supply chain.
• Preferred Suppliers NetworkcoreStrategic or Co-development PartnerExclusive network of 140+ top Dutch and international growers providing consistent quality, fast delivery, and early access to new varieties. Goal to source 65% of products from this network.
• FSI (Floriculture Sustainability Initiative)coreStrategic or Co-development PartnerFSI member working with sector partners towards the target of 90% certified flower and plant growers by 2025.
• FairtrademinorStrategic or Co-development PartnerCertification partnership offering cut flowers and plants grown with attention to people and the environment.
• MPS (Multiple Purdue/Sustainability)minorStrategic or Co-development PartnerSustainability certification making environmental and social certification a requirement for all suppliers worldwide.
• Phalaenopsis by WalterminorStrategic or Co-development PartnerPreferred Supplier known worldwide as orchid grower of exceptional quality, offering exclusive luxury cut phalaenopsis.
• Del GolfominorStrategic or Co-development PartnerCooperative of 150+ growers around Naples, Italy, supplying carnations, spray carnations, ranunculus, gypsophila, and anemones.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Marginpar: Dutch-based specialty cut flower grower (chrysanthemum, solidaster, fillers) supplying florists globally. Sits partly upstream of Hilverda De Boer's Preferred Suppliers but increasingly sells direct, intersecting with the wholesale channel.
• Wagagai: Large Uganda-based cut flower grower supplying roses and summer flowers to European florists. Represents the kind of direct-from-grower sourcing channel that competes with — and could potentially disintermediate — Dutch wholesale exporters.

Broad incumbents

• Selecta One: European plant breeding and propagation company with global distribution of ornamental plants and flowers. Operates upstream of Hilverda De Boer's plant assortment but competes for the same florist end customer through integrated supply programs.
• Dümmen Orange: Major Dutch floriculture company combining plant breeding, propagation, and global supply of ornamental flowers and plants. Overlaps with Hilverda De Boer's sourcing relationships and serves some of the same end customers through a different upstream model.
• FM Group: Parent company of Hilverda De Boer following the September 2022 merger; the combined floriculture platform. Operates the same Dutch flower export and wholesale model with comparable global customer base and Preferred Supplier program.

Direct peers

• OZ Planten: Dutch plant and flower exporter focused on the international wholesale market with a similar grower network model. Competes for the same European and international florist and event accounts.
• Royal FloraHolland: World's largest flower auction cooperative and Hilverda De Boer's primary sourcing channel through Royal FloraHolland Auction. Operates a marketplace model that overlaps with Hilverda's wholesale distribution function for florists globally.
• Hofland Flowerexport: Dutch flower exporter with a comparable B2B wholesale model, sourcing from Dutch growers and shipping internationally to florists and wholesalers. Direct competitor for the same florist customer base across Europe and beyond.
• Van der Plas: Dutch flower and plant wholesaler with cash & carry locations and international export operations. Overlaps directly with Hilverda De Boer's wholesale florist supply and Cash & Carry format in Sweden.

Others

• Chrysal: Global supplier of flower care, nutrition, and postharvest products for the floriculture chain. Adjacent value-chain participant that supports the same florist customers and could be considered for partnerships on post-harvest quality and shelf life.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCzFJnj7yq7dG7b1YD9P4qJw
• Instagraminstagram.com/hilverdadeboer
• Xx.com/hilverdadeboer

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 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 Hilverda De Boer