Aquafleur International

What Aquafleur International does

AquaFleur International B.V. is a Dutch B2B wholesale supplier of aquarium plants headquartered in Maasland, Netherlands, operating as a wholly-owned subsidiary of the Aquatic Wholesale Group (AWG). Founded in 1985, the company cultivates over 200 plant varieties in a 20,000 m² greenhouse complex equipped with artificial assimilation lighting and precise climate control, and since 2022 has operated a modern in-vitro (VITRO) laboratory producing over 1 million sterile plants per year from 100+ species under the Easy Grow line.

Its product portfolio spans four lines: traditional Aquarium Plants (potted with ceramic rings and decorative elements), Aqua Plants (fresh-cut plants packaged for the self-service Aqua Plants Center refrigerated retail units, which extend shelf life to approximately three weeks without water), Easy Grow sterile in-vitro plants (60+ species), and BioArt Plants (moss balls and curated plant combinations). The Aqua Plants Center concept is a distinctive retail-embedded merchandising system deployed at retailer sites.

AquaFleur does not sell directly to consumers. Revenue flows from wholesale plant sales to wholesalers and direct supply to retail pet and aquarium stores in the Netherlands, Belgium, Luxembourg, Germany, France, Denmark, and the United Kingdom, with distribution handled exclusively through sister company Aquadistri using own climate-controlled trucks on weekly delivery routes and certified couriers outside own-delivery zones. Pricing is privately negotiated. The company employs approximately 60 staff and operates under MPS sustainable-production certification held since 1998.

Name

Aquafleur International

Legal name

AquaFleur International B.V.

Website

https://aquafleur.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

AquaFleur International is a Dutch B2B wholesale supplier of aquarium plants, cultivating 200+ varieties in a 20,000 m² greenhouse and an in-vitro lab for retailers and wholesalers across seven European countries via sister company Aquadistri.

Ownership category

akta.pro rank

Headquarters

HQ city

Maasland

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Plant Sales: B2B sales of aquarium plants to wholesalers who then distribute to retail stores. Products include aquarium plants, deco plants, and Easy Grow in vitro plants.
2. Retail Store Distribution: Direct supply of plants to retail stores (pet shops, aquarium specialists) across Europe. Aqua Plants Center units are provided to retailers for self-service plant sales.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Aquafleur International B.V. is a B2B horticultural producer that cultivates and supplies aquarium plants for wholesalers and retail stores. The company operates a 20,000 m² climate-controlled greenhouse complex and an in vitro (VITRO) laboratory in Maasland, Netherlands, growing over 200 plant varieties year-round using artificial assimilation lighting and sterile propagation techniques. Its portfolio spans traditional potted aquarium plants, fresh aquarium plants packaged for self-service display, sterile in vitro Easy Grow plants, and BioArt decorative plant combinations.

Product overview

AquaFleur International is a B2B wholesale supplier of aquarium plants headquartered in Maasland, Netherlands, operating as part of the Aquatic Wholesale Group (AWG). The company operates a 20,000 m² greenhouse facility with cutting-edge horticultural technology, cultivating over 200 varieties of aquarium plants year-round using artificial assimilation lighting and precise climate control. The product portfolio consists of four main plant categories: Aquarium Plants (traditional potted plants with ceramic rings), Aqua Plants (fresh plants for the self-service Aqua Plants Center refrigerator unit), Easy Grow Plants (100% sterile in vitro plants from the VITRO laboratory), and BioArt Plants (moss balls and plant combinations for decorative BioArt models). Distribution occurs through sister company Aquadistri to retailers across the Netherlands, Belgium, Luxembourg, Germany, France, and Denmark via climate-controlled trucks. The company employs 60 staff and maintains over 2,200 retail store partners.

Differentiator

Problem solved

Functional benefit

Brands

• Aqua Plants Center: A revolutionary self-service retail solution for aquarium plants, allowing customers to select and purchase fresh aquatic plants directly from a refrigerated display unit. Accommodates approximately 225 plant varieties and extends shelf life up to 3 weeks without water.
• Easy Grow
• BioArt Plants

Products and services

• Aquarium Plants Traditional aquarium plants cultivated in the 20,000 m² greenhouse using climate control, humidity, pH, temperature, and nutrient monitoring. Over 200 varieties are grown with ceramic rings for anchoring, well-developed roots, and free informative labels. Some deco plants include driftwood, shrimp houses, pots, pillars, and stones, with certain items equipped with suction cups. Sold to wholesalers and retail stores.
• Aqua Plants Fresh aquarium plants packaged in special foil with photo, name, EAN code, and care instructions, designed for the Aqua Plants Center refrigerated self-service unit. Plants remain fresh for up to 3 weeks without water, eliminate 100% water waste, and are intended for retail store resale to hobbyists and aquascapers.
• Easy Grow Plants 100% sterile aquarium plants cultivated in the VITRO in vitro laboratory from more than 60 species, with over 1 million plants produced annually. Delivered in convenient small cups with informative packaging, safe for fish and shrimp, designed for easy adaptation, low maintenance, and aquascaping. Sold to wholesalers and retail stores.
• BioArt Plants Pre-grown plant decorations for BioArt models, including Plant Balls (moss balls overgrown with selected plants such as Anubias, Hydrocotyle, Microsorum) and Combi Packs (curated mixes of plant species for balanced texture and color combinations across Combi Pack One, Two, and Three). Packaged in protective blister packaging. Sold to wholesalers and retail stores.
• Aqua Plants Center (self-service display unit) Self-service refrigerated display unit measuring 82.5 cm x 65 cm x 203 cm, holding approximately 225 Aqua Plants. Features durable modern LED lighting for optimal plant growth, convenient hanging hooks, and special foil packaging to maintain freshness for up to 3 weeks. Eliminates 100% water waste, requires no water tanks, and minimizes plant loss. Provided to retail stores for self-service plant sales.

Quantifiable outcome

• Plants remain fresh up to 3 weeks without water in Aqua Plants Center
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• MVO WestlandminorStrategic or Co-development Partner · 1 January 2014In 2014, AquaFleur signed an agreement with MVO Westland (Corporate Social Responsibility Netherlands) not only to offer a safe and pleasant work environment for employees but also to give people distance from the labor market a chance for work.
• Aquatic Wholesale Group (AWG)coreOthers · 1 January 2001AquaFleur became a member of the Aquatic Wholesale Group in 2001. AWG is a group of companies specializing in aquatic plants, ornamental and coldwater fish, Koi, and reptile products. AWG companies include Aquadistri, AquaFarm, Colombo, Ornafish, and ReptoFood.
• MPS (Milieu Programma Sierteelt)coreStrategic or Co-development Partner · 1 January 1998AquaFleur has participated in the MPS program since 1998. MPS develops and manages sustainable production certification showing retailers and consumers how plants are grown environmentally friendly, with respect for people, animals, and environment.
• AquadistricoreChannel Partner/ Reseller/ DistributorAquadistri is the distribution platform for AquaFleur products, efficiently delivering the entire range to over 3,500 specialized stores across Europe with personalized weekly deliveries. AquaFleur plants are distributed through Aquadistri to wholesalers and retailers in Netherlands, Belgium, Luxembourg, Germany, France, and Denmark.
• Ornamental Fish International (OFI)minorStrategic or Co-development PartnerOFI is the international trade organization representing the ornamental fish industry. Members must follow OFI's code of conduct for responsible handling of animal welfare, environment, and legislation.
• CittaSlowminorStrategic or Co-development PartnerAquaFleur and AquaFarm are supporters of CittaSlow, committing to sustainability and quality. CittaSlow works to improve and preserve quality of life, landscape, regional products, hospitality, environment, infrastructure, cultural history, and identity preservation.
• MVO NederlandminorStrategic or Co-development PartnerMVO Nederland (CSR Netherlands) believes in an economy adapted to the limits of nature and society. As a member, AquaFleur stays well-informed and supports these sustainability initiatives.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Dennerle: Formerly Germany's leading aquarium plant specialist before brand integration into JBL. Continues to compete in premium aquatic plants and substrates, overlapping directly with AquaFleur's positioning in EU retail.
• Tropica: Danish-based aquarium plant producer and global B2B competitor with its own tissue-culture facility and similar premium positioning. Closest direct comparable to AquaFleur in product, scale, and go-to-market.
• Mainam Aquatics: Singapore-based aquarium plant wholesaler supplying the Asian hobby market. Comparable in B2B plant distribution model though operating at smaller scale and distinct geography.
• ADA (Aqua Design Amano): Japanese premium aquascaping brand producing aquarium plants, substrates, and CO2 systems. Closely comparable in target market (aquascaping hobbyists) and high-end product positioning.

Broad incumbents

• EHEIM: German aquarium equipment manufacturer (filters, lighting) selling into the same specialty retail channel as AquaFleur. Adjacent rather than direct competition but shares B2B retail customer base.
• Tetra: Mass-market aquarium brand under Spectrum Brands with broad fish, plant, and equipment portfolio across global retail. Overlaps in the aquarium plant category but does not specialize in it.
• Sera: Major German aquarium brand with broad fish care, food, and plant care products. Adjacent competitor to AquaFleur within the same European specialty retail channel.
• JBL: Major German aquarium brand offering care products, food, and now Dennerle-branded plants. Serves the same specialty retail channel as AquaFleur with a broader, non-plant-specialized portfolio.
• Rolf C. Hagen: Canadian-based major aquarium and pet products conglomerate (Fluval, Marineland). Serves overlapping retail channels in North America with a broader portfolio beyond plants.
• Aquael: Polish aquarium products manufacturer with broad fish, plant, and equipment portfolio distributed across European retail. Adjacent competitor sharing the same channel with AquaFleur.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@aquafleurinternational8171/featured
• Instagraminstagram.com/aquafleur
• LinkedInlinkedin.com/company/aquafleur-international-b.v.

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 Aquafleur International