Van Woudenberg Tuinplanten

What Van Woudenberg Tuinplanten does

Van Woudenberg Tuinplanten is a family-owned Dutch perennial plant nursery founded in 1968 in Zevenhuizen, Netherlands. Originally a fruit-growing operation, the company pivoted to ornamental garden plants in 1985 after a fire and has since focused exclusively on the cultivation, processing, and wholesale trade of perennials. The company operates six production sites in the Netherlands and one in Portugal, producing approximately 7.5 million plants annually across varieties such as Lavender, Echinacea, Hosta, Dianthus, Corydalis, and Dreameria. Recent product launches include award-eligible varieties such as Corydalis Porcelain Blue (Glazen Tulp 2021), Echinacea SunSeekers Mineola (Silver Medal 2023), and Dianthus Whetman Cocktails (2026).

The business is purely B2B: Van Woudenberg does not sell directly to consumers and instead supplies garden centers, plant retailers, and wholesale distributors across the Netherlands, Belgium, Sweden, and other European markets. Distribution channels include direct wholesale sales and listings on the FloraXchange, Floriday, and Lamorosia B2B platforms. Named customers include the Swedish garden-center chain Blomsterlandet, Dutch supermarket chain Plus (through the Plantjesplezier savings campaign), and partner Allplant Gootjes. Sales are driven by an enterprise field-sales motion with additional brand-building via TV sponsorship of De Grote Tuinverbouwing, plant shows, open days, and a multilingual website.

Underlying technology centers on sustainable horticultural practices rather than software: peat-free cultivation methods developed through a partnership with substrate supplier Klasmann-Deilmann, dual-country production for year-round availability, and a comprehensive certification stack (MPS-A, MPS-GAP, MPS-ProductProof, GRASP, Blauer Engel, RAL, Cyclos-HTP). The company is family-owned with no external funding, no parent company, and no subsidiaries; second-generation leadership including Rick van Woudenberg and Gerbert van Woudenberg oversees approximately 19 employees plus seasonal workers. Revenue is generated entirely through one-time wholesale plant sales to professional buyers.

Name

Van Woudenberg Tuinplanten

Legal name

Van Woudenberg Tuinplanten BV

Website

https://vwtuinplanten.nl

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

Van Woudenberg Tuinplanten is a family-owned Dutch perennial plant nursery, founded 1968, that grows, processes, and wholesales approximately 7.5 million plants annually across six Netherlands sites and one Portugal site to B2B garden centers, retailers, and wholesale distributors across Europe.

Ownership category

akta.pro rank

Product category

Wholesale Perennial Plant Nursery

NAICS

Nursery and Floriculture Production (11142), Nursery and Tree Production (111421), Floriculture Production (111422)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro primary industry

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

akta.pro secondary industries

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF), Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH)

Keywords

• Perennial plant nursery
• Wholesale garden plants
• Sustainable horticulture
• B2B plant wholesale
• Ornamental plant cultivation

Headquarters

HQ city

Zevenhuizen

HQ country

Netherlands

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale plant sales: B2B wholesale of sustainably grown perennial garden plants to retailers and garden centers. Products are cultivated, processed and traded by Van Woudenberg Tuinplanten.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Van Woudenberg Tuinplanten is a family-owned wholesale nursery that grows, processes and trades approximately 7.5 million perennial garden plants annually. The company supplies sustainably cultivated perennials (including Lavandula, Echinacea, Hosta, Dianthus, Corydalis and Dreameria varieties) exclusively to professional buyers such as garden centers and retailers, operating multiple growing locations in the Netherlands and Portugal to enable year-round availability.

Product overview

Van Woudenberg Tuinplanten is a family-owned perennial nursery that grows, processes, and trades approximately 7.5 million plants annually. The core product offering consists of perennial garden plants including Lavender (Lavandula), Echinacea SunSeekers series, Dianthus Whetman Cocktails, Corydalis Porcelain Blue (award-winning), Dreameria series, and Hosta varieties. The company also offers specialty products through the Lamorosia brand. Products are available via FloraXchange catalog and Floriday platform. The company operates growing locations in both the Netherlands and Portugal to meet market demands throughout the season.

Differentiator

Problem solved

Functional benefit

Brands

• Lamorosia: A product brand/website associated with Van Woudenberg Tuinplanten for perennial plant showcases

Products and services

• Perennial Garden Plants (assorted perennials)
• Dianthus Whetman Cocktails
• Corydalis Porcelain Blue
• Lavender (Lavandula) varieties
• Echinacea SunSeekers Series
• Dreameria perennial series

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• PluscoreChannel Partner/ Reseller/ Distributor · 1 April 2024Supplier for Plus retailer's Plantjesplezier campaign, offering plants like lavender, sea thrift, and knautia through the savings promotion.
• Klasmann-DeilmanncoreStrategic or Co-development Partner · 1 October 2023Partnership for peat-free perennial plant cultivation training and education. Van Woudenberg learned about peat-free growing during team outing with Klasmann-Deilmann.
• Allplant GootjescoreChannel Partner/ Reseller/ Distributor · 1 September 2023Partnership with Allplant Gootjes for Echinacea SunSeekers Mineola variety, awarded a silver medal in September 2023.
• LamorosiaminorChannel Partner/ Reseller/ DistributorBelgian platform for showcasing perennial plant varieties and availability.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Gebr. Seuren: Dutch perennial nursery supplying garden centers and wholesalers in Europe. Comparable family-owned grower/wholesaler with overlapping perennial assortment and customer profile.
• Selecta One: European ornamental plant breeder and young-plant producer selling into garden centers and retailers. Comparable in product type (flowering/ornamental perennials) and target channel.
• KP Holland: Dutch breeder and propagator of potted and bedding plants serving European retailers. Comparable in production geography (Netherlands), customer base (garden centers/retail), and product format.
• Bartels Stek: Dutch perennial and ornamental plant grower/wholesaler supplying European garden retailers. Closely comparable on product mix (perennials), Dutch production base, and B2B wholesale go-to-market.
• Royal van Zanten: Dutch breeder and propagator specializing in cut flowers, potted plants, and perennials serving European retailers and wholesalers. Direct comparable on plant categories, B2B customer base, and Dutch production model.

Broad incumbents

• Greenyard: Large European fresh produce and horticulture group with sourcing, growing, and retail supply capabilities. Comparable as a broad incumbent in horticulture supply to European retailers.
• Syngenta Flowers: Global breeding and propagation business within Syngenta serving the ornamental horticulture market. Overlaps with Van Woudenberg in supplying growers and retailers with input genetics and young plants.
• Dümmen Orange: Global Dutch-based breeder and propagator of ornamental plants, including perennials. Larger and broader in scope than Van Woudenberg, but directly comparable as a competing supplier to European garden retailers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/van-woudenberg-tuinplanten
• Facebookfacebook.com/vwtuinplanten

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Van Woudenberg Tuinplanten