Willaert

What Willaert does

Willaert (legal entity: NV HANDELSKWEKERIJ WILLAERT) is a Belgian wholesale tree nursery (boomkwekerij) founded in 1989 and headquartered in Roeselare, with a secondary location in Oudsbergen. The company sources, stocks, and distributes more than 3,000 varieties of garden plants and trees across categories such as trees, shrubs, conifers, perennials, bamboo, bonsai, bulbs, fruits, grasses, aquatic plants, climbers, Mediterranean plants, and ornamentals. Its product catalog extends to roughly 14,163 SKUs in the landscaping/landscape-design category and 1,060 SKUs in accessories (tools, fertilizers, irrigation, pond equipment, plant supports, soil amendments, and related supplies). The company also offers a plant and tree rental service for temporary installations.

Willaert sells exclusively B2B to green sector professionals: landscaping companies (tuinaanleg), garden centers (tuincentra), landscape architects (tuinarchitecten), and public domain contractors. The company explicitly does not sell to private individuals. Distribution is multi-channel: physical cash & carry at both Belgian locations, a B2B webshop with separate logins for landscapers and garden centers, remote ordering via fax and email, and delivery under EX WORKS (Incoterms 2010) terms. Marketing is conducted through a trilingual (Dutch/French/English) website, a plant guide (Plantengids), an inspiration content hub (Licht op Groen), newsletters, and social channels (Facebook, LinkedIn, Instagram, TikTok). The company holds MPS (My-MPS) Good Trade Practice certification for sustainable horticultural practices.

The business model is wholesale distribution: one-time transactional plant and accessory sales, a transaction-based rental stream, and a side of remote ordering services. Pricing is in euro, ex-VAT and ex-packaging, with 30-day net invoicing for regular buyers, mandatory cash for first orders, deposits of up to 50% on registered-office purchases, and 15% interest plus a 15% compensation fee (minimum €50) on late payments. Quotes are non-binding and subject to cost-pass-through adjustments. Willaert is privately held, with no disclosed parent company, no funding rounds, no M&A activity, and no public management team bios in the source material. The company operates with 51-100 employees and runs an active careers subdomain, suggesting ongoing hiring within a stable, mature organizational footprint.

Name

Willaert

Legal name

NV HANDELSKWEKERIJ WILLAERT

Website

https://willaert.be

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

Willaert is a Belgian wholesale tree nursery (founded 1989) that supplies more than 3,000 plant varieties and horticultural accessories exclusively to B2B customers, including landscaping companies, garden centers, landscape architects, and public-domain contractors, via two cash-and-carry locations and a B2B webshop.

Ownership category

akta.pro rank

Product category

Wholesale Plant Nursery

NAICS

Greenhouse, Nursery, and Floriculture Production (1114)

akta.pro primary industry

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

akta.pro secondary industry

Nursery, Sod & Landscape Supply (Installation Support) (IMAIAIAJ)

Keywords

• Wholesale plant nursery
• Horticultural wholesale
• Garden plant supply
• Landscaping plant supply
• Tree nursery Belgium

Headquarters

HQ city

Roeselare

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Plant Sales (Wholesale): Wholesale sales of garden plants and trees to green sector professionals. The company offers more than 3000 plant varieties across multiple categories including trees, shrubs, conifers, perennials, and more. Sales occur via physical cash & carry locations and webshop.
2. Plant & Tree Rental: Rental services for trees and plants with verification documentation, damage assessment, and return procedures. The rented plants and materials remain property of Willaert during the rental period.
3. Accessories & Supplies: Sale of gardening accessories including tools, fertilizers, irrigation supplies, pond equipment, soil amendments, plant protection, pots, bamboo stakes, artificial grass, and other horticultural supplies.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Willaert is a wholesale plant nursery supplying green-sector professionals in Belgium with a catalogue of more than 3,000 garden-plant varieties (trees, shrubs, conifers, perennials, bamboo, bonsai, bulbs, fruits, grasses, aquatic plants, climbers, Mediterranean plants) together with a full range of horticultural accessories. Customers can purchase via two cash & carry sites, two login-gated professional webshops, fax/email remote orders, or scheduled delivery. A separate plant and tree rental service for temporary installations is also offered, and the company explicitly refuses private/consumer sales.

Product overview

Willaert is a wholesale tree nursery (Boomkwekerij) specializing in garden plants of high quality for green sector professionals. The company operates a multi-category e-commerce platform consisting of the Willaert Webshop (core ordering system), Plantengids (digital plant database with 3000+ varieties), Tuinaanleg (landscaping plants), Tuincentrum (garden center products), Toebehoren (accessories), and Cash & Carry (in-store pickup). The product portfolio also includes a plant rental service for events and temporary installations. Willaert serves professional customers only and does not sell to private individuals.

Differentiator

Problem solved

Functional benefit

Products and services

• Wholesale Garden Plants Bulk supply of high-quality garden plants across 3,000+ varieties for B2B buyers (landscapers, garden centers, landscape architects, public-domain contractors). Sold via cash & carry sites, login-gated webshops, fax/email, or EX WORKS delivery. No private sales.
• Gardening Accessories & Supplies Wholesale range of horticultural accessories and supplies (tools, fertilizers, irrigation equipment, pond equipment, soil amendments, plant protection products, pots, bamboo stakes, artificial grass) for B2B green-sector professionals.
• Plant & Tree Rental Service Rental service offering trees and plants for temporary installations, with delivery, verification/damage documentation, and return-inspection procedures. Rented material remains Willaert property during the rental period.
• Cash & Carry Pickup In-store pickup service at the Roeselare and Oudsbergen sites that lets professional customers personally inspect and select plants and accessories from the nursery inventory before purchase.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• MPS (My-MPS)minorOthersWillaert displays the MPS (My-MPS) Good Trade Practice certification logo on their website, indicating participation in the MPS certification program for sustainable and responsible horticultural business practices.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pépinières Naudet: French wholesale tree nursery supplying landscapers, garden centres and public works with large specimen trees. Directly comparable on professional nursery-wholesale model, assortment breadth and European project-based supply.
• Hachmann Baumschule: German wholesale nursery with deep rhododendron, woody-plant and landscape assortment serving professional buyers. Comparable to Willaert on B2B wholesale model and broad woody-plant catalogue for landscapers and garden centres.
• Bruns Pflanzen: German wholesale nursery exporting large-scale landscape plants across Europe. Highly comparable to Willaert on assortment depth, professional customer base and multi-country distribution to landscapers and municipalities.
• Ebben Boomkwekerij: Large Dutch wholesale tree nursery supplying landscapers, garden centres and public-sector buyers across Northwest Europe. Directly comparable to Willaert in product category (ornamental trees and shrubs), professional B2B model and broad assortment strategy.
• Van den Berk Boomkwekerijen: Established Dutch wholesale nursery specialising in large-grade trees and landscape-size nursery stock. Comparable to Willaert's professional landscaping segment with similar B2B customer mix and project-based large-plant supply.
• Staudengärtnerei Gaißmayer: German perennial and nursery-stock wholesaler serving professional landscape designers and garden centres. Comparable to Willaert's perennial and ornamental-plant line on B2B positioning and specialist-variety depth.

Broad incumbents

• AVEVE: Belgian agricultural and horticultural retailer/distributor with a broad garden-centre and professional supply offering. Overlaps with Willaert on the Belgian green-sector customer base but spans a much wider product portfolio including retail garden centres and farm inputs.

Others

• Royal Brinkman: Dutch supplier of horticultural inputs, equipment and technical services to professional growers and nurseries. Adjacent rather than directly competing — comparable as an enabling supplier to the same Belgian/Dutch green-professional customer base Willaert serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Willaert.be
• LinkedInbe.linkedin.com/company/willaertnv
• Instagraminstagram.com/willaert_planten
• TikToktiktok.com/@willaert_planten?is_from_webapp=1&sender_device=pc

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 Willaert