Roobos

What Roobos does

Roobos (legal entity Roobos Flower Export B.V.) is a Dutch B2B flower wholesaler founded in 1988 and headquartered in Honselersdijk, in the heart of the Westland flower region. The company supplies fresh cut flowers, plants, dried and preserved flowers, and florist accessories to professional florists, garden centers, and event decorators across the Netherlands, Belgium, Luxembourg, France, and Finland, with over 400 customer locations served weekly.

Its core operating model is a just-in-time direct-from-grower procurement system: orders placed in the company's 24/7 proprietary B2B webshop by midnight are purchased fresh from certified growers the following morning and delivered directly to the customer's store by Roobos's own driver fleet, up to five days per week. The catalogue spans roughly 15,000–18,000 SKUs sourced from growers in the Netherlands, Italy, Kenya, Ecuador, and other origins, including the exclusive CST Decorations accessory line and the Linea Natura Silk private label. Roobos holds MPS-A and Qflor sustainability certifications and is positioned as a freshness-first alternative to traditional auction- and stock-based wholesalers.

Revenue is generated through wholesale per-unit, per-bunch, or per-crate B2B transactions at all-inclusive prices that bundle transport, packaging, and handling. Go-to-market combines a self-serve 24/7 webshop with sales-led onboarding, direct phone/WhatsApp/email support, a monthly inspiration blog targeting professional florists, and a community partnership with FLOOS. The company is privately held with no disclosed institutional funding, operates with 51–100 employees, and reports no public revenue figures.

Name

Roobos

Legal name

Roobos Flower Export B.V.

Website

https://roobos.nl

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Roobos is a Dutch B2B flower wholesaler, founded 1988, supplying professional florists, garden centers, and event decorators across five European countries via a 24/7 webshop, just-in-time grower sourcing, and its own driver fleet, offering 15,000+ fresh, dried, and accessory SKUs.

Ownership category

akta.pro rank

Headquarters

HQ city

Honselersdijk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. B2B Wholesale Flower, Plant & Accessory Sales: Roobos generates revenue primarily through B2B wholesale sales of fresh flowers, plants, and florist accessories to professional florists, garden centers, event decorators, and retailers. Customers place orders via the online webshop; products are priced on a per-unit or per-bunch basis with all-inclusive pricing. The company purchases products fresh from growers on the day of transport, holds no stock, and sells at margins reflecting the direct-grower sourcing model.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Roobos is a Dutch B2B flower wholesaler operating since 1988, supplying fresh cut flowers, plants, and florist accessories to professional florists, garden centers, event planners, and decorators across the Netherlands, Belgium, Luxembourg, France, and Finland. The company operates a 24/7 proprietary webshop offering over 15,000 products, sources flowers fresh from certified growers on the day of transport with no stockholding, and delivers directly to customer stores up to five days per week using its own driver fleet.

Product overview

Roobos is a Dutch flower wholesaler operating since 1988, offering a B2B e-commerce platform for professional florists. The product portfolio centers on three core categories: Cut Flowers (fresh from growers in Netherlands, Italy, Kenya, Ecuador), Plants (over 5,000 varieties including houseplants and garden plants), and Accessories (florist supplies and CST Decorations brand). Supplementary offerings include Dried Flowers, Preserved Flowers, Painted/Dyed Flowers, and Linea Natura Silk flowers. All products are ordered through the 24/7 Roobos Webshop and delivered via Custom Flower Deliveries service. The company differentiates through direct-from-grower sourcing with no stock holding, MPS certifications, and exclusive brand partnerships including CST Decorations from Indonesia/Thailand.

Differentiator

Problem solved

Functional benefit

Brands

• CST Decorations: Handcrafted wooden home decor and accessories sourced from Indonesia and Thailand, featuring sustainable materials and fair trade practices.
• Linea Natura Silk

Products and services

• Cut Flowers
• Plants Wholesale plant assortment including over 5,000 varieties of houseplants, garden plants, flowering indoor plants, succulents, and terrariums sourced from Dutch and European growers for resale by florists and garden centers.
• Dried Flowers High-quality dried flowers including lagurus, phalaris, pampas grass, stabilized eucalyptus, dried gypsophila, thistles, oats, and broom bloom sourced from the Netherlands, Italy, Spain, and Thailand, with a 3-5 year lifespan.
• Preserved Flowers Real flowers preserved through natural processes to maintain beauty for years without water or light, including preserved roses, hydrangeas, and eucalyptus sourced from Ecuador, Colombia, and Italy via partnership with Hojaverde CIA. LTDA.
• Painted Flowers (Dyed Flowers) Cut flowers dyed or painted in colors including cerise, orange, rose, blue, and bordeaux, sourced from Dutch growers for use in custom floral designs and arrangements.
• Linea Natura Silk Flowers Exclusive silk flower collection with lifelike appearance and low-maintenance characteristics, offered under Roobos's own Linea Natura Silk label as a sub-brand of artificial floral offerings.
• Florist Accessories Complete range of florist accessories including vases, pots, floral foam, ribbons, knives, scissors, binding materials, baskets, candles, lanterns, and decorative elements used for presenting flower arrangements and supporting florist work.
• CST Decorations Handcrafted wooden home decor and accessories from Indonesia and Thailand, made from recycled teak and natural materials, exclusively available via Roobos. Includes bowls, ceramic pots, and artisanal Christmas decorations.
• Roobos Webshop 24/7 online B2B ordering platform with over 15,000 products, enabling florists to order fresh flowers, plants, and accessories with all-in pricing and flexible quantities (per bunch or crate). Registered business customers only.
• Custom Flower Deliveries Tailored door-to-store delivery service with up to 5 deliveries per week, direct-to-shop delivery by own experienced drivers, and flexible scheduling for florists across the Netherlands, Belgium, Luxembourg, France, and Finland.

Quantifiable outcome

• Over 400 customer locations served weekly across 5 countries
• +3 more outcomes

Named customers3 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

Three partnerships are on record, tiered core and minor.

• FLOOScoreGTM or Marketing PartnerRoobos is a proud partner of FLOOS ('The Crafter's secret'), a source of inspiration and community for professional florists. This partnership positions Roobos within the florist community and enables joint brand visibility among Master Florists across Europe. FLOOS serves as a creative platform and inspiration hub that aligns with Roobos's mission to support florists.
• CST DecorationscoreStrategic or Co-development PartnerRoobos offers an exclusive range of home décor and floral accessories from CST Decorations — handcrafted from natural materials (recycled teak, ceramics, metal) and sourced sustainably from Indonesia and Thailand. This partnership provides Roobos with differentiated, exclusive decorative products not available elsewhere, enhancing its one-stop-shop offering for florists.
• Hojaverde CIA. LTDAminorStrategic or Co-development PartnerEcuador-based preserved flower producer supplying preserved roses and floral products to Roobos. The partnership enables Roobos to offer a curated selection of preserved flowers sourced directly from Ecuador, supporting sustainable and ethically sourced product offerings.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hilverda De Boer: Dutch flower and plant wholesaler supplying professional florists. Operates a comparable B2B model and product breadth to Roobos, serving overlapping European markets.
• Waterdrinker: Large Dutch flower and plant wholesaler serving professional florists across Europe. Directly comparable to Roobos in product range, B2B florist customer base, and Western European delivery footprint.
• Gasa Group: Danish-based flower and plant wholesaler serving European florists. Closely comparable B2B wholesale model, supply chain, and customer base to Roobos.
• Decoflora: European flower wholesaler specializing in fresh and preserved flowers for professional florists and decorators. Comparable in product mix and customer profile to Roobos.
• Holex: European wholesale supplier of fresh flowers and plants to professional florists. Comparable in B2B model, product breadth, and European delivery network to Roobos.
• Van der Plas: Flower and plant wholesaler with strong presence in the Netherlands and surrounding markets. Directly competes with Roobos for professional florist accounts with a similar assortment.

Broad incumbents

• Marginpar: Large Dutch-based grower and exporter of summer flowers and foliage. While primarily a grower, Marginpar supplies wholesale channels serving florists similar to Roobos's downstream customers.
• Royal FloraHolland: The world's largest flower auction and cooperative, based in the Netherlands. While Royal FloraHolland operates an auction model rather than Roobos's direct-from-grower wholesale model, it is the central counterpart in the Dutch flower ecosystem and Roobos's growers largely supply through similar channels.

Others

• Florint (International Florist Organisation): International florist association connecting florist wholesalers and suppliers across Europe. Relevant ecosystem player for Roobos in reaching and supporting professional florist customers.
• FLOOS: Community and inspiration platform for professional florists in Europe, already a marketing partner of Roobos. Relevant as a peer in serving the same florist ecosystem through content, inspiration, and community engagement.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/roobos_fleurs
• Facebookfacebook.com/roobos
• LinkedInlinkedin.com/company/bloemengroothandel-roobos

Compliance3 records

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 Roobos