Anthurium

What Anthurium does

Stichting Promotie Anthurium is a Dutch nonprofit foundation (Stichting) headquartered in Bleiswijk, Netherlands, that operates the Anthurium Info platform (anthuriuminfo.com) to promote anthurium flowers and plants as a consumer category. Founded around 2016, the foundation coordinates a community-led content marketing engine featuring six blogger ambassadors (Carmen, Barbara, Peter, Hetty, Jordy, Bob) who produce care guides, styling inspiration, DIY projects, and trend coverage across a multilingual site (Dutch, English, German, French), distributed through Facebook, Pinterest, Instagram, and an email newsletter.

The foundation does not sell products directly. Its core category assets are potted anthurium plants and cut anthurium flowers — both available in red, pink, white, purple, and green varieties, with documented air-purifying properties (Wageningen University & Research; NASA research) and a 3–4 week vase life for cut flowers. Demand is routed through third-party retail channels: garden centers (tuincentrum), flower shops (bloemist), supermarkets, direct-to-consumer growers (Bouman Anthuriums, Levoplant), and online flower retailers. Strategic activation includes large-scale event installations (notably a 1,000-plant Groenplein at Margriet Winterfair, reaching 70,000+ visitors) and grower open days (Kom in de Kas).

The business model is industry-funded category promotion rather than direct commercialization. The foundation is embedded in a Dutch horticultural trade consortium with Bloemenbureau Holland (Plants & Flowers Foundation Holland), Tuinbranche Nederland, iBulb, and INretail, co-developing annual Groenbranche Trends and Trend Collections. No funding rounds, equity ownership, revenue figures, or patents are disclosed. Headcount is listed at 11–50, consistent with a small operational foundation. Recent strategic positioning includes a 2023 placement of the anthurium in Loewe's Spring/Summer Paris Fashion Week collection, signaling a brand-elevation intent.

Name

Anthurium

Legal name

Stichting Promotie Anthurium

Website

https://anthuriuminfo.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Stichting Promotie Anthurium is a Dutch nonprofit foundation that operates Anthurium Info, a content and promotional platform driving awareness and demand for anthurium pot plants and cut flowers among Dutch consumers, retailers, and horticultural trade partners through blogs, social media, and events.

Ownership category

akta.pro rank

Headquarters

HQ city

Bleiswijk

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Promotion and Marketing Services: Stichting Promotie Anthurium operates as a non-profit foundation that promotes the anthurium flower and plant category through content marketing, events, and partnerships with the Dutch horticultural industry.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Stichting Promotie Anthurium is a Dutch nonprofit foundation founded in 2016 that promotes anthurium plants and cut flowers through content marketing, events, and industry partnerships. The organization operates the Anthurium Info website and blog, which provides care guides, styling inspiration, and trend information written by a network of blogger ambassadors. Physical anthurium products are sold through third-party retailers including garden centers, florists, supermarkets, and growers direct in the Netherlands.

Product overview

Stichting Promotie Anthurium operates a dual-product portfolio centered on anthurium plants and flowers. The core offerings consist of potted anthurium plants (potplanten) and cut anthurium flowers (snijbloemen), both available in a wide range of colors including red, pink, white, purple, and green. These products are supported by an informational blog platform (Anthurium Info) that provides care guides, styling inspiration, interior design tips, and industry trend coverage. The organization acts as a promotion foundation rather than a direct seller, with products distributed through growers, nurseries, florists, and supermarkets.

Differentiator

Problem solved

Functional benefit

Products and services

• Anthurium potplanten (Potted Anthurium Plants) Potted anthurium plants available in various colors (red, pink, white, purple, green) with glossy leaves and long-lasting heart-shaped flowers, suitable for indoor decoration and air purification. Promoted through the foundation but distributed and sold by third-party growers and retailers.
• Anthurium snijbloemen (Cut Anthurium Flowers) Cut anthurium flowers characterized by their heart-shaped spathe and distinctive spadix, available in multiple colors with a vase life of approximately 3-4 weeks. Promoted through the foundation but sold through florists, supermarkets, and online retailers.
• Anthurium Info Blog Informational blog platform operated by Stichting Promotie Anthurium providing styling tips, care instructions, interior design inspiration, and trend information about anthuriums. Features content from blogger ambassadors covering interior trends, DIY projects, care tips, and styling ideas.

Quantifiable outcome

• Vase life of 2-4 weeks for cut anthuriums
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Romeo Sommers (ByRomeo)minorStrategic or Co-development Partner · 25 November 2022Green expert who created the Groenplein (Green Square) installation at Margriet Winterfair using 1,000 anthuriums. Provided workshops and demonstrations on plant care and styling.
• Bloemenbureau Holland (Plants & Flowers Foundation Holland)coreStrategic or Co-development Partner · 1 September 2020Develops trend collections for the ornamental horticulture sector. Anthuriums are featured in Trend Collections and annual Groenbranche Trends (Green Industry Trends) developed in collaboration with industry partners.
• Stichting Promotie AnthuriumcoreOthersThe foundation manages the Anthurium Info website and all promotional activities for anthuriums in the Netherlands. It is responsible for content creation, event participation, and industry collaborations.
• Tuinbranche NederlandcoreStrategic or Co-development PartnerDutch Garden Center Association collaborating on annual Groenbranche Trends and sector-wide promotional campaigns.
• iBulbcoreStrategic or Co-development PartnerIndustry organization for bulb and tuber producers, co-developing trends and promotional materials for the ornamental horticulture sector.
• INretailminorStrategic or Co-development PartnerRetail trade association for home improvement and garden centers, participating in trend development for the sector.
• Bureau Nijman + Van HaasterminorStrategic or Co-development PartnerTrend consultancy firm, co-developing annual Groenbranche Trends for the ornamental horticulture sector.
• Margriet WinterfaircoreGTM or Marketing PartnerAnnual winter event at Brabanthallen Den Bosch (70,000+ visitors) featuring anthurium displays and interactive workshops. Plant donations made to Stichting Quiet Community Den Bosch.
• Bouman Anthuriums DE WINKELminorStrategic or Co-development PartnerAnthurium grower in Bleiswijk offering direct sales and workshops. Partner for Kom in de Kas open days event.
• LevoplantminorGTM or Marketing PartnerAnthurium grower in Maasland (Herenwerf 21, 3155 DK) participating in Kom in de Kas open days with anthurium photography wall.
• Wageningen University & ResearchminorStrategic or Co-development PartnerResearch institution that has validated the air-purifying properties of anthuriums, providing scientific credibility for marketing claims.
• Sandra Könings (Trendlogic)minorStrategic or Co-development PartnerTrendwatcher and designer who provides trend forecasts for anthuriums. Has advised retailers and growers on color trends and 'City Jungle' themes. Former consultant for Peek & Cloppenburg, WE, ETAM, and HEMA.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Bloomon: Dutch digitally native flower subscription service offering recurring fresh flower deliveries. Comparable as a Netherlands-based online floral brand engaging the same consumer segments as the Anthurium foundation's blog audience.

Regional players

• Euroflorist: Pan-European flower delivery network connecting local florists across multiple countries. Comparable as a European-scale floral commerce operator that the Anthurium foundation's multi-language platform implicitly supports.

Broad incumbents

• Decorum: Dutch premium flower growers' cooperative marketing under the Decorum brand to florists and exporters across Europe. Comparable as a Netherlands-based floral industry incumbent that benefits from the category promotion Stichting Promotie Anthurium drives.
• Interflower: Large Dutch flower wholesaler serving supermarkets, florists, and exporters. Comparable as a Netherlands-based floral industry incumbent sitting in the same supply chain that the Anthurium foundation indirectly supports.

Direct peers

• iBulb: Dutch foundation promoting the international bulb and tuber industry through consumer marketing, trend publications, and trade partnerships. Closely matches Stichting Promotie Anthurium's foundation-based category-promotion model and is a current partner.
• Royal FloraHolland: Dutch cooperative flower auction that is the central commercial hub of the Dutch ornamental horticulture industry, serving the same growers, breeders, and retail buyers that Stichting Promotie Anthurium promotes. Directly comparable as a sector infrastructure entity.
• Plants & Flowers Foundation Holland (Bloemenbureau Holland): Sector marketing organization for Dutch flowers and plants and a stated strategic partner of Stichting Promotie Anthurium. Directly comparable as a category-promotion foundation using content marketing, trend reports, and consumer campaigns.

Others

• Bakker: Major Dutch online plant, flower, and bulb retailer. An adjacent ecosystem participant - a downstream distribution channel that benefits from category promotion led by Stichting Promotie Anthurium.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Anthurium.info
• Instagraminstagram.com/AnthuriumInfo
• Pinterestpinterest.com/Anthuriuminfo
• Xx.com/AnthuriumNL
• LinkedInlinkedin.com/company/stichting-promotie-anthurium

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 Anthurium