Kiwiflora
Kiwiflora Limited is a privately-held New Zealand plant breeder representative that breeds, protects and globally licenses ornamental plant varieties on behalf of a stable of breeders, earning royalties through a network of more than 17 propagation and marketing partners across Australia, Europe, Japan, New Zealand and the United States.
- Company typePrivate
- Founded2024
- HeadquartersWhenuapai, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Kiwiflora does
Kiwiflora Limited is a privately-held New Zealand horticultural company headquartered in Whenuapai, Auckland, that operates as a global breeder representative and plant variety management business. The company breeds, in-licenses, protects and internationally markets a portfolio of branded ornamental plant varieties spanning more than 40 genera on behalf of a stable of breeders, most notably Dr. Keith Hammett (in-house lead breeder) and Vance Hooper of Magnolia Grove, whose Magnolia 'Genie' underpins roughly 90% of his subsequent breeding program. Each named variety is protected through Plant Variety Rights or Plant Breeders' Rights registered across multiple jurisdictions (New Zealand, the United States, the European Union, the United Kingdom, Australia and Japan), and is commercialised under trademarked brands including SUNBECKIA, SCENTIFALL, SUPERSEMPS, TOWERS OF FLOWERS and Coppertop.
The company does not sell plants directly to consumers or operate its own propagation facilities. Instead it generates revenue by licensing protected varieties to a global network of more than 17 named propagation and marketing partners organised by region (Australia, Europe, France, Japan, New Zealand and the United States), collecting royalties on licensee propagation and sale. Distribution partners include large-scale growers such as US-based Monrovia Nursery Company, Dutch breeder network ThinkPlants, Australian propagators JD Propagation and NuFlora International, and European specialists Plantipp, Hasfarm Europe and Vitroflora. Pricing is bespoke and negotiated per variety and territory, with availability geographies defined on a per-variety basis (worldwide, NZ-only, or excluding NZ/Australia).
The company is organised as a small, dedicated in-house team of four named individuals (Dr. Keith Hammett as breeder, Malcolm Woolmore as industry liaison, Trina Woolmore as garden designer, and Shona Reilly as Operations Manager), supplemented by the external breeder stable. Marketing is primarily digital, centred on the kiwiflora.com catalogue with per-variety profile pages and downloadable PDFs, complemented by direct email and phone enquiries and earned-media exposure through major horticultural awards including the RHS Coronation Collection inclusion for Magnolia 'Genie' in March 2023, IPM Essen First Prize (2011) and Best New Tree (2013), and the KVBC Gold Medal (2020).
Kiwiflora firmographics
Firmographics- Name
- Kiwiflora
- Legal name
- KIWIFLORA LIMITED
- Website
- https://kiwiflora.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kiwiflora Limited is a privately-held New Zealand plant breeder representative that breeds, protects and globally licenses ornamental plant varieties on behalf of a stable of breeders, earning royalties through a network of more than 17 propagation and marketing partners across Australia, Europe, Japan, New Zealand and the United States.
- Ownership category
- akta.pro rank
Kiwiflora industry classification
Industry- Product category
- Ornamental Plant Variety Licensing
- NAICS
- Greenhouse, Nursery, and Floriculture Production (1114)
- akta.pro primary industry
- Plant Breeding & Variety Development (Conventional) (AFAGAIAF)
Keywords
Where Kiwiflora is headquartered
LocationHeadquarters
- HQ city
- Whenuapai
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Kiwiflora business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Plant Variety Licensing Royalties: Global royalty income generated from licensing plant inventions (varieties) to growers and retailers through a worldwide network of partners. Recurring royalty-based revenue tied to propagation and sale of licensed varieties; breeders share in long-term income potential via stable of entrusted varieties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Licence for plants represented — quote-based, per variety and territory |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels5 records
Kiwiflora product offering
Product offeringCore offering
Kiwiflora is a New Zealand horticultural firm that breeds, protects, licenses and globally markets a curated portfolio of ornamental plant varieties on behalf of a stable of breeders. The company manages the full pipeline from breeder selection and propagation through to PVR/plant patent protection, territorial licensing, and royalty collection, exploiting worldwide marketing opportunities through a network of regional propagation and distribution partners across six continents.
Product overview
Kiwiflora operates as a single unified offering: a plant-breeding and variety-management service rather than a modular software platform. The company breeds, in-licenses, protects and globally markets a portfolio of branded ornamental plant varieties on behalf of its stable of breeders (notably Dr. Keith Hammett in NZ and Vance Hooper of Magnolia Grove). Concretely, the offering is the brand- and royalty-managed variety portfolio itself, organised by genus and presented via dedicated plant profile pages on kiwiflora.com — including Abelia 'Sunshine Daydream', Viburnum 'Coppertop', Uncinia 'Everflame', Tibouchina 'Blaze of Glory'/'Blue Moon'/'Purple Moon', Sempervivum SUPERSEMPS® 'Amber'/'Onyx', Weigela TOWERS OF FLOWERS® 'Apple Blossom'/'Cherry' and 'Golden Dragon', Rudbeckia SUNBECKIA™ 'Laura'/'Luna'/'Mia'/'Sarah', Rosmarinus 'Chef's Choice', Rosa SCENTIFALL™ 'Blush'/'Lemon', Pseudopanax 'Moa's Toes', Pittosporum 'Beach Ball'/'Elfin'/'GloBall'/'Gold Coast'/'Irish Luck'/'Pot Belly', Photinia 'Supa Red'/'Superhedge', Phormium 'Black Magic'/'Indigo Pearl'/'Indigo Ruby'/'Royal Flush', Osmanthus 'Pearly Gates', the Magnolia range ('Brixton Belle', 'Cameo', 'Church Mouse', 'Cleopatra', 'Emperor', 'Gail's Favourite', 'Genie', 'Mighty Mouse', 'Pink Promise', 'Pink Pyramid', 'Starburst', 'Stellar Gem', 'Tinkerbelle', 'Watermelon'), Nandina 'Little Flick', Loropetalum 'Purple Pixie' and Lomandra 'Little Tuffy'/'Seascape'/'White Sands'. Each named variety functions as a distinct licensed product, protected by Plant Variety Rights (PVR) and/or Plant Breeders' Rights (PBR) across NZ, EU, UK, US, Japan and Australia, and is propagated through Kiwiflora's worldwide partner network of nurseries and licensees.
Differentiator
Problem solved
Functional benefit
Brands
- SUNBECKIA™: A series of Rudbeckia varieties bred in Germany, marketed under the SUNBECKIA™ brand with named cultivars including Laura, Luna, Mia, and Sarah.
- TOWERS OF FLOWERS®
- SUPERSEMPS®
- SCENTIFALL™
Products and services
- Magnolia 'Genie' Vance Hooper-bred deciduous Magnolia prized for deepest-maroon goblet-shaped blooms lasting up to 10 weeks, narrow pyramidal form (4–5 m × 2–2.5 m) and a summer repeat flush. First Prize IPM Essen 2011, KVBC Gold Medal 2020, included in the RHS 'Coronation Collection' gifted to King Charles III in March 2023. Foundation of ~90% of Vance Hooper's breeding programs. Licensed for commercial growers worldwide.
- Magnolia 'Cleopatra'
- Magnolia 'Tinkerbelle' (PVR Tinkerbelle)
- Magnolia 'Watermelon' (PVR MGWAT2011b)
- Magnolia 'Stellar Gem' (syn. Yoda, PVR MG2009a)
- Magnolia 'Cameo'
- Magnolia 'Brixton Belle'
- Magnolia 'Emperor'
- Magnolia 'Pink Promise'
- Magnolia 'Pink Pyramid' (syn. Summer Magic)
- Magnolia 'Starburst'
- Magnolia 'Mighty Mouse'
- Magnolia 'Church Mouse' (syn. Vanilla Pearls)
- Magnolia 'Gail's Favourite'
- Abelia 'Sunshine Daydream'
- Viburnum 'Coppertop' (Coppertop™)
- Uncinia rubra 'Everflame' (syn. Belinda's Find)
- Tibouchina 'Blaze of Glory' (PVR)
- Tibouchina 'Blue Moon' (PVR KFTIBM01)
- Tibouchina 'Purple Moon' (Tibouchina organensis)
- SUPERSEMPS® Amber (Sempervivum)
- SUPERSEMPS® Onyx (Sempervivum x Hybrida)
- TOWERS OF FLOWERS® Apple Blossom (Weigela)
- TOWERS OF FLOWERS® Cherry (Weigela x Hybrida)
- Weigela 'Golden Dragon'
- SUNBECKIA™ Sarah (Rudbeckia hirta)
- SUNBECKIA™ Luna (Rudbeckia)
- SUNBECKIA™ Mia (Rudbeckia)
- SUNBECKIA™ Laura (Rudbeckia)
- Rosmarinus 'Chef's Choice' (syn. Roman Beauty, PVR Roman Beauty)
- SCENTIFALL™ Blush (Rosa)
- SCENTIFALL™ Lemon (Rosa x Hybrida)
- Pseudopanax 'Moa's Toes' (PVR TEX05)
- Pittosporum 'Beach Ball'
- Pittosporum 'Elfin'
- Pittosporum 'GloBall' (syn. Diamond)
- Pittosporum tenuifolium 'Gold Coast' (PVR PITG722)
- Pittosporum 'Irish Luck' (PVR PTG18)
- Pittosporum crassifolium 'Pot Belly' (PVR KFPIPB20)
- Photinia glabra 'Supa Red'
- Photinia glabra 'Superhedge'
- Phormium 'Black Magic'
- Phormium 'Indigo Pearl' (PVR PKFJTB18)
- Phormium 'Indigo Ruby' (PVR KFPHPM18)
- Phormium tenax 'Royal Flush' (PVR Royal Flush)
- Osmanthus delavayi 'Pearly Gates' (PVR Pearly Gates)
- Nandina domestica 'Little Flick' (syn. Colorscape, PVR Little Flick)
- Loropetalum chinense 'Purple Pixie' (PVR Peack)
- Lomandra confertifolia 'Little Tuffy' (PVR TWI19)
- Lomandra confertifolia ssp rubiginosa 'Seascape'
- Lomandra longifolia 'White Sands' (syn. Platinum Beauty, PVR ROMA13)
- Plant variety licensing and royalty management service
Quantifiable outcome
- Magnolia 'Genie' forms the foundation of approximately 90% of all Vance Hooper's breeding programs to date
- +4 more outcomes
Companies that use Kiwiflora
Customer profileSegments3 records
Ideal customer profiles3 records
Kiwiflora technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Kiwiflora partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered strategic regional partner (australia), strategic regional partner (europe), strategic regional partner (france), strategic regional partner (japan), domestic partner (new zealand), strategic regional partner (usa), flagship regional partner (usa), core strategic breeder and strategic breeder partner.
- JD Propagation Pty Ltdstrategic regional partner (australia)Australian regional partner in KiwiFlora's worldwide network. Holds licence to propagate and market KiwiFlora-managed plant varieties within Australia as part of KiwiFlora's global supply network.
- NuFlora International Pty Ltdstrategic regional partner (australia)Australian regional partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within Australia.
- Paradise Plantsstrategic regional partner (australia)Australian regional partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within Australia.
- Touch of Class Plants Pty Ltdstrategic regional partner (australia)Australian regional partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within Australia.
- Hasfarm Europe A/Sstrategic regional partner (europe)European regional partner (Denmark) in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within Europe.
- Plantipp BVstrategic regional partner (europe)Dutch regional partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within Europe.
- Vitroflora Grupa Producentow sp. z o.ostrategic regional partner (europe)Polish regional partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within Europe.
- Biotope 45strategic regional partner (france)French regional partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within France.
- Hakusan, Co. Ltdstrategic regional partner (japan)Japanese regional partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within Japan.
- Plant Network Co. Ltdstrategic regional partner (japan)Japanese regional partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within Japan.
- Annton Nursery Ltddomestic partner (new zealand)New Zealand domestic partner in KiwiFlora's worldwide network. Licences and propagates KiwiFlora-managed plant varieties within New Zealand.
- Ambrosia Nurseries Ltddomestic partner (new zealand)New Zealand domestic partner in KiwiFlora's worldwide network. Licences and propagates KiwiFlora-managed plant varieties within New Zealand.
- Robinsons Nursery Ltddomestic partner (new zealand)New Zealand domestic partner in KiwiFlora's worldwide network. Licences and propagates KiwiFlora-managed plant varieties within New Zealand.
- Waimea Plant Propagation Ltddomestic partner (new zealand)New Zealand domestic partner in KiwiFlora's worldwide network. Licences and propagates KiwiFlora-managed plant varieties within New Zealand.
- Concept Plants BVstrategic regional partner (usa)US regional partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within the USA market.
- Planthaven International Incstrategic regional partner (usa)US regional partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within the USA market.
- Monrovia Nursery Company Incflagship regional partner (usa)Major US nursery company in KiwiFlora's worldwide network — large-scale US grower and retailer that propagates and sells KiwiFlora-managed plant varieties within the USA.
- Plant Development Services Incstrategic regional partner (usa)US regional partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within the USA market.
- ThinkPlants Breeder Networkstrategic regional partner (usa)US regional breeder network partner in KiwiFlora's worldwide network. Licences and markets KiwiFlora-managed plant varieties within the USA market.
- Dr. Keith Hammett (in-house breeder)core strategic breederNew Zealand's leading professional breeder of ornamental plants; originally studied botany at the University of Southampton and holds a PhD in plant pathology. Exclusively engaged with developing KiwiFlora's own line of new genetics. Dr. Hammett's Dahlias have won top awards at the Royal Horticultural Society's trials and were featured in the Chelsea Flower Show. Awarded the Reginald Cory Cup by the RHS — first time in three quarters of a century the award had come to New Zealand.
- Vance Hooper / Magnolia Grove (external breeder)core strategic breederRevered New Zealand breeder whose Magnolia Grove breeding program is managed by KiwiFlora. Bred Magnolia 'Genie' (foundation of ~90% of all Vance's breeding programs), and developed Brixton Belle, Cameo, Cleopatra, Emperor, Mighty Mouse, Pink Promise, Pink Pyramid, Starburst, Stellar Gem (Yoda), Tinkerbelle, and Watermelon magnolias — all marketed and managed globally by KiwiFlora.
- Glyn Church (external breeder)strategic breeder partnerNew Zealand Magnolia breeder who bred Magnolia 'Church Mouse' (syn. Vanilla Pearls) and Magnolia 'Gail's Favourite', both managed and marketed globally by KiwiFlora.
- James Crawford (external breeder)strategic breeder partnerBreeder responsible for Lomandra 'Little Tuffy' and other varieties managed and marketed globally by KiwiFlora.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Kiwiflora competitors and assessment
Company assessmentBroad incumbents
- Proven Winners (Spring Meadow Nursery): Largest US branded-ornamental-plant marketing cooperative, marketing hundreds of protected varieties under the Proven Winners brand. Overlaps with Kiwiflora on the propagation-licensing side but operates at much larger scale with its own grower network and consumer marketing engine.
- Ball Horticultural Company: Major global horticulture company breeding, producing and licensing ornamentals and seeds. Overlaps with Kiwiflora in breeding and licensing ornamental varieties but operates at vastly larger scale across seed and vegetative categories with vertically integrated global production.
- Monrovia Nursery Company: One of the largest US wholesale nursery growers and a Kiwiflora US distribution partner. Comparable in handling protected ornamental genetics at scale, but vertically integrated into own propagation, growing and retail operations rather than the asset-light royalty model.
- Darwin Perennials (a division of Ball Horticultural): US perennial plant breeder and licensor operating within Ball Horticultural, breeding and globally licensing perennial ornamental genetics. Overlaps with Kiwiflora's perennial offerings (Echinacea, Rudbeckia, Heuchera, Lavandula) but operates as part of a much larger parent group.
Direct peers
- Anthony Tesselaar Plants: Australian-based plant introducer and royalty management firm representing breeders of branded ornamental varieties worldwide (e.g., Flower Carpet roses). Closely comparable business model of in-licensing genetics, protecting IP, and licensing propagation rights to regional growers across multiple continents.
- PlantHaven International: US-based plant variety management and licensing agency that scouts, manages and globally markets new ornamental genetics on behalf of breeders. Functions as one of Kiwiflora's US distribution partners but also as a peer competing for breeder-entrustment mandates in the same niche.
- Concept Plants BV: Dutch plant variety management firm scouting, protecting and globally licensing new ornamental varieties from breeders worldwide. Direct peer in the breeder-representation and royalty collection model; functions as a Kiwiflora US partner but competes for similar mandates.
- Star Roses and Plants (a division of The Conard-Pyle Company): US wholesale nursery and plant brand owner/developer that breeds, brands and licenses ornamental genetics (e.g., Knock Out roses). Comparable business of branded-variety IP creation and royalty-based licensing, though with more vertically integrated US propagation capability.
- Hasfarm Holdings: Asia-Pacific flower and plant producer with breeding operations and a global wholesale network; Kiwiflora's European/Danish partner Hasfarm Europe A/S is part of this group. Comparable in breeder-representation and licensed propagation activities across ornamentals.
- Plantipp BV: Dutch plant variety management and royalty collection agency representing ornamental breeders globally. Closest direct competitor to Kiwiflora in the European market and actually a regional licensee in Kiwiflora's partner network; operates a near-identical business model of breeder representation, IP protection and worldwide licensing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Kiwiflora financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kiwiflora leadership team
Management profileNumber of profiles
Profiles4 records
Kiwiflora funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kiwiflora 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 Kiwiflora
What does Kiwiflora do?
Kiwiflora is a New Zealand horticultural firm that breeds, protects, licenses and globally markets a curated portfolio of ornamental plant varieties on behalf of a stable of breeders. The company manages the full pipeline from breeder selection and propagation through to PVR/plant patent protection, territorial licensing, and royalty collection, exploiting worldwide marketing opportunities through a network of regional propagation and distribution partners across six continents.
Is Kiwiflora a public or private company?
Kiwiflora is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kiwiflora founded?
Kiwiflora was founded in 2024. It employs 11 to 50 people.
Where is Kiwiflora based?
Kiwiflora is headquartered in Whenuapai, New Zealand, in the Oceania region.
How does Kiwiflora make money?
One revenue line is on record: plant Variety Licensing Royalties.
Who are Kiwiflora's main competitors?
Broad incumbents on record are Proven Winners (Spring Meadow Nursery), Ball Horticultural Company, Monrovia Nursery Company and Darwin Perennials (a division of Ball Horticultural). Direct peers are Anthony Tesselaar Plants, PlantHaven International, Concept Plants BV, Star Roses and Plants (a division of The Conard-Pyle Company), Hasfarm Holdings and Plantipp BV.
Does Kiwiflora have an API?
No public API is recorded for Kiwiflora.
What industry is Kiwiflora in?
Kiwiflora's product category is Ornamental Plant Variety Licensing. Its primary akta.pro industry code is AFAGAIAF, Plant Breeding & Variety Development (Conventional). Its NAICS code is 1114.