Van VLIET Flower Group
Van VLIET Flower Group is a Dutch-founded (1990) B2B wholesaler of cut flowers, potted plants, and floral sundries, serving thousands of florists, garden centers, supermarkets, and event planners through 22 Cash & Carry locations across 8 countries and a proprietary Webshop ordering platform.
- Company typePrivate
- Founded1990
- HeadquartersHonselersdijk, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Van VLIET Flower Group does
Van VLIET Flower Group is a privately held Dutch wholesaler of cut flowers, potted plants, and floral sundries, founded in 1990 and headquartered in Honselersdijk, Netherlands. The group operates through multiple wholly owned subsidiaries — J. van VLIET Bloemenexport B.V. (flower export), Van VLIET Potplants B.V. (potted plants), and J. van VLIET Transport B.V. (in-house logistics) — supported by dedicated Import and Overseas departments that source internationally from Colombia, Ecuador, and Kenya. Its customer base comprises thousands of B2B accounts across four primary segments: florists and flower shops, garden centers, supermarket floral departments, and event planners/landscapers.
The group's commercial platform combines a proprietary Webshop ordering system with a global network of 22 Cash & Carry locations spanning 8 countries (the UK, Lithuania, Latvia, Greece, the Czech Republic, Croatia, Ireland, and the United States). The Webshop supports multi-department cart management, filtering by product group (100+ flower groups, 30+ plant groups), color, grower, quality grade (B1, A2, A1, Extra, Super), and size, alongside wish-list functionality and email order confirmation. Cash & Carry locations serve as both walk-in wholesale storefronts and pickup points for online orders.
Van VLIET generates revenue primarily through B2B wholesale of flowers, plants, and sundries on EXW (Ex Works) unit pricing, supplemented by worldwide transport and logistics services through J. van VLIET Transport B.V. and import/export transaction fees via its specialized Import and Overseas departments. Go-to-market is sales-led with dedicated account managers, combined with a channel-partner model through Cash & Carry storefronts and direct-to-business walk-in purchasing. The company advertises minimum order quantities, multi-tier quality grading, and tailored service through committed account managers; pricing is not publicly disclosed and all commercial terms operate under VGB General Terms and Conditions, the standard framework of the Dutch wholesale floriculture trade association.
Van VLIET Flower Group firmographics
Firmographics- Name
- Van VLIET Flower Group
- Legal name
- Van VLIET Flower Group
- Website
- https://jvanvliet.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Van VLIET Flower Group is a Dutch-founded (1990) B2B wholesaler of cut flowers, potted plants, and floral sundries, serving thousands of florists, garden centers, supermarkets, and event planners through 22 Cash & Carry locations across 8 countries and a proprietary Webshop ordering platform.
- Ownership category
- akta.pro rank
Where Van VLIET Flower Group is headquartered
LocationHeadquarters
- HQ city
- Honselersdijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices22 records
Markets served
Van VLIET Flower Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Flower, Plant & Sundries Sales: Primary revenue through B2B wholesale sales of flowers, potted plants, and sundries to florists, garden centers, and other businesses. Products sold through Cash & Carry locations and Webshop platform. Pricing based on EXW (Ex Works) terms with delivery and transport as additional services. Sales include minimum order quantities and quality grades (B1, A2, A1, Extra, Super).
- Transport and Logistics Services: J. van VLIET Transport B.V. division provides transport and logistics services for flower and plant distribution. Includes worldwide delivery services and delivery service options for Cash & Carry customers.
- Import and Export Services: Van VLIET Import Dept. and Van VLIET Overseas Dept. handle international trade operations including sourcing from Colombia, Ecuador, and Kenya. Special pre-order requirements for international flower imports to maintain freshness and quality.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | B1 Grade - Standard Quality |
| Unit Pricing | Pay-as-you-go | A2 Grade - Medium Quality |
| Unit Pricing | Pay-as-you-go | A1 Grade - Premium Quality |
| Unit Pricing | Pay-as-you-go | Extra Grade - Exceeds A1 |
| Unit Pricing | Pay-as-you-go | Super Grade - Supreme Quality |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Van VLIET Flower Group product offering
Product offeringCore offering
Van VLIET Flower Group is an international wholesaler of cut flowers, potted plants, and floral sundries serving florists, garden centers, event planners, and supermarket floral departments. The company distributes its assortment through a proprietary B2B Webshop platform and a global network of 22 Cash & Carry wholesale locations across 8 countries, sourcing products from growers in the Netherlands, Colombia, Ecuador, and Kenya.
Product overview
Van VLIET Flower Group operates as a diversified horticulture conglomerate offering a multi-product portfolio through distinct subsidiaries and departments. The group is organized around J. van VLIET Bloemenexport B.V. (flower export), Van VLIET Potplants B.V. (potted plants), and J. van VLIET Transport B.V. (logistics), supported by Van VLIET Import Department and Van VLIET Overseas Department for international trade. Core offerings include cut flowers (with ~100 product groups and quality grades B1 through Super), potted plants (30+ product groups), and floral sundries, all accessible through a proprietary Webshop platform and a global network of 20+ Cash & Carry locations across 8 countries. The company also extends its brand through Van VLIET Ireland and maintains an online Flower Catalogue resource.
Differentiator
Problem solved
Functional benefit
Products and services
- Webshop B2B Ordering Platform
Companies that use Van VLIET Flower Group
Customer profileSegments4 records
Ideal customer profiles4 records
Van VLIET Flower Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Van VLIET Flower Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Vereniging van Groothandelaren in Bloemkwekerijprodukten (VGB)coreVan VLIET operates under the VGB General Terms and Conditions of Sale, established by the Association of Wholesale Floriculture Products. The VGB is the industry trade association for flower wholesale in the Netherlands, and its terms are standard across the industry. Terms cover offers, pricing (EXW), delivery, force majeure, packaging, complaints, liability, payment, property rights, and data protection.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Van VLIET Flower Group competitors and assessment
Company assessmentEmerging players
- BloomNation: Digital floral marketplace connecting florists and consumers; relevant as an emerging digital alternative to traditional wholesale distribution models like Van VLIET's.
Direct peers
- Holex Flower: International Dutch flower wholesaler exporting premium cut flowers to florists worldwide; directly competes with Van VLIET Bloemenexport on global supply contracts.
- Hilverda De Boer: Dutch flower and plant wholesaler with international Cash & Carry-style distribution serving florists across multiple countries — closely mirrors Van VLIET's hybrid wholesale + international footprint model.
- OZ Export: Dutch-based international cut-flower exporter with global grower relationships and direct supply to florists and wholesalers — directly comparable to Van VLIET's Bloemenexport and overseas operations.
- Noviflora: Dutch cut-flower exporter supplying florists across Europe; directly comparable in core flower-export activities and B2B customer base.
Broad incumbents
- Dümmen Orange: Global leader in floricultural breeding and propagation; relevant adjacent peer because it sits upstream in the same horticulture value chain Van VLIET distributes downstream.
- Royal FloraHolland: World's largest flower auction and Dutch floriculture cooperative; dominant marketplace where Van VLIET and similar Dutch wholesalers source significant product and compete against in the wholesale channel.
- Marginpar: Large Dutch-based grower and supplier of specialty cut flowers; operates upstream in the value chain that Van VLIET's Import and Overseas Departments source from.
Regional players
- De Ruiter: Dutch-based flower and plant wholesaler with strong European Cash & Carry presence; competes in overlapping geographies (Benelux, Germany, UK) with similar product assortment.
Others
- Floriday (Royal FloraHolland digital platform): Digital B2B platform operated by Royal FloraHolland for direct grower-to-buyer transactions; relevant ecosystem infrastructure that competes with Van VLIET's Webshop for digital wholesale ordering share.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Van VLIET Flower Group social profiles
Digital presenceVan VLIET Flower Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Van VLIET Flower Group leadership team
Management profileNumber of profiles
Van VLIET Flower Group subsidiaries and ownership
Company hierarchySubsidiaries6 records
Van VLIET Flower Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Van VLIET Flower Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Van VLIET Flower Group
What does Van VLIET Flower Group do?
Van VLIET Flower Group is an international wholesaler of cut flowers, potted plants, and floral sundries serving florists, garden centers, event planners, and supermarket floral departments. The company distributes its assortment through a proprietary B2B Webshop platform and a global network of 22 Cash & Carry wholesale locations across 8 countries, sourcing products from growers in the Netherlands, Colombia, Ecuador, and Kenya.
Is Van VLIET Flower Group a public or private company?
Van VLIET Flower Group is a private company. It is classified as unknown and is currently operating.
When was Van VLIET Flower Group founded?
Van VLIET Flower Group was founded in 1990. It employs 101 to 250 people.
Where is Van VLIET Flower Group based?
Van VLIET Flower Group is headquartered in Honselersdijk, Netherlands, in the Europe region.
How does Van VLIET Flower Group make money?
Three revenue lines are on record. Wholesale Flower, Plant & Sundries Sales are the primary driver. The others are transport and Logistics Services and import and Export Services.
Who are Van VLIET Flower Group's main competitors?
BloomNation is listed as an emerging player. Direct peers are Holex Flower, Hilverda De Boer, OZ Export and Noviflora. Broad incumbents are Dümmen Orange, Royal FloraHolland and Marginpar. De Ruiter is listed as a regional player. Floriday (Royal FloraHolland digital platform) is listed as an others.
Does Van VLIET Flower Group have an API?
No public API is recorded for Van VLIET Flower Group.