Onings Holland Flowerbulbs

What Onings Holland Flowerbulbs does

Onings Holland Flowerbulbs (P.F. Onings B.V.) is a family-owned Dutch flower bulb exporter founded in 1935 and headquartered in Poeldijk, Westland, Netherlands. The company specializes in the export and quality-controlled distribution of lilies (its flagship product, with what it describes as the world's largest assortment of approximately 600 varieties and 4,000+ batches), tulips, amaryllis, and other bulb flowers, tubers, and perennials to commercial growers, retailers/garden centers, and landscaping customers in more than 50 countries. Its core operations span bulb reception, ELISA virus testing, 30-bulb sample inspection, trial greenhouse flowering trials, ULO cold storage, PO-labelled packing, and global refrigerated shipping (containers, air freight, and temperature-controlled trucks) with full phytosanitary certification.

Revenue is generated through three primary streams: B2B export of flower bulbs for cut-flower and pot-plant production (the core), dry sales to retailers and garden centers (including a growing internet channel), and landscaping supply for parks and public projects. Go-to-market combines enterprise field sales with annual event-driven engagement, principally the Dutch Lily Days at its Honselersdijk trial greenhouse, complemented by the Lily League annual voting platform and trade-fair participation (e.g., IFTF). Dedicated sales offices in Paso Robles, California, and Australia (acquired October 2025) support North American and Oceania customers. On October 1, 2025, the company completed its first disclosed acquisition, taking over Royal Van Zanten's New Zealand lily production farm and Australian sales office, verticalizing supply in the Southern Hemisphere. The business remains privately held under the Onings family (third generation active, fourth generation entering).

Name

Onings Holland Flowerbulbs

Legal name

P.F. Onings B.V.

Website

https://onings.com

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

11–50 employees

Short description

Onings Holland Flowerbulbs is a family-owned Dutch exporter (founded 1935) that supplies quality-tested lilies, tulips, amaryllis, and other bulbs to commercial growers, retailers, and landscapers in more than 50 countries, supported by dedicated US and Australian sales offices and a New Zealand production farm acquired in 2025.

Ownership category

akta.pro rank

Product category

Flower Bulbs

NAICS

Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493), Nursery and Floriculture Production (11142)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

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

akta.pro secondary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• Flower bulb export
• Lily bulb trading
• Tulip bulb wholesale
• Horticultural bulb distribution
• Flower bulb inspection

Headquarters

HQ city

Poeldijk

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Flower Bulb Export: Export and sale of flower bulbs (lilies, tulips, amaryllis, and other bulb flowers) to customers in more than 50 countries worldwide. Bulbs sourced from growers in Netherlands, France, New Zealand, and Chile. Products shipped via refrigerated containers (ATO), air freight, or temperature-controlled trucks with proper export documentation and phytosanitary certificates.
2. Dry Sales (Retail): Direct sales of flower bulbs, tubers, and perennials to retailers and garden centers for consumer-facing sales. Growing internet sales channel with emphasis on market trends and new product programs.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Onings Holland Flowerbulbs exports and sells flower bulbs (lilies, tulips, amaryllis, and other bulb flowers, tubers, and perennials) sourced from growers in the Netherlands, France, New Zealand, and Chile to commercial growers, retailers, garden centers, and landscapers in more than 50 countries. The company provides end-to-end services including bulb reception, quality inspection (30-bulb samples, ELISA virus testing), cold storage (ULO chambers), packing with PO quality labels, and refrigerated shipping (ATO containers, air freight, temperature-controlled trucks) with proper export documentation and phytosanitary certificates.

Differentiator

Problem solved

Functional benefit

Brands

• Lily League: An annual ranking of the 50 most popular lily varieties worldwide, composed through votes from growers, traders, florists and consumers. Initiated by Onings Holland Flowerbulbs to provide market insights on preferences, trends and upcoming varieties.

Products and services

• Lily Bulbs The company's main product group, offering the world's largest lily assortment with approximately 600 varieties and 4,000+ batches, including OT hybrids, LA hybrids, and double-flowered varieties for cut flower and pot plant production.
• Tulip Bulbs Major product category offering a wide range of tulip varieties for cut flower and landscaping applications.
• Amaryllis Bulbs Hippeastrum bulbs for cut flower and pot plant production, available in various colors and varieties.
• Other Bulb Flowers Wide range including Gladiolus, Hyacinths, Iris, Narcissus, Ranunculus, Nerine, Amarine, and Allium varieties for various horticultural applications, including ELEGANCE Ranunculus Asiaticus, CLONI SUCCESS Ranunculus Asiaticus, CLONI PON PON Ranunculus Asiaticus, and MISTRAL Anemone Coronaria lines.
• Pot and Cut Flower Bulb Supply Flower bulb products and forcing services for pot plant and cut flower production, with varieties optimized for controlled environment cultivation, sold to commercial growers.
• Dry Sales (Retail Channel) Direct-to-consumer flower bulb, tuber, and perennial sales channel serving retailers, garden centers, and internet customers with broad assortment and market trend programs.
• Landscaping Bulb Supply Bulb, tuber, and perennial supply for parks, public gardens, and residential landscaping projects worldwide, with experience providing planting materials for diverse design and flowering period requirements.
• Dutch Lily Days Showcase Annual showcase event at the Honselersdijk trial greenhouse featuring the world's largest lily assortment in bloom (approximately 600 varieties and 4,000+ batches), enabling side-by-side variety comparison, vase life testing, and industry networking.
• Lily League Market Survey Annual industry survey ranking the 50 most popular lily varieties worldwide, based on votes from growers, traders, florists, and consumers, providing market intelligence on preferences, trends, and upcoming varieties.

Quantifiable outcome

• Year-round supply of flower bulbs to customers in more than 50 countries

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Royal Van ZantencoreStrategic or Co-development Partner · 1 October 2025Acquisition of flower bulb production farm in New Zealand and sales office in Australia from Royal Van Zanten as of October 1, 2025. Expands Onings' production capabilities and presence in the Southern Hemisphere.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Dümmen Orange: Global horticulture breeding and propagation incumbent across ornamentals including pot and cut flower segments; overlaps with Onings in pot/bulb flowers but operates at vastly larger scale and a broader portfolio.
• Syngenta Flowers: Large global horticulture player selling flower seed and young plants including potted and bedding categories; adjacent to Onings's bulb business with broader crop and geographic exposure.

Direct peers

• VWS Flowerbulbs: Dutch flower bulb exporter (part of the Van der Salm group) that supplies lilies, tulips, and other bulbs to international growers; directly competes in the same wholesale export channels as Onings.
• Coöperatieve Nederlandse Bloembollencentrale (CNB): Cooperative of Dutch flower bulb growers handling brokerage, preparation, and trade of bulbs including lilies; operates a parallel supply chain into the same international commercial grower base as Onings.
• Hobaho: Dutch flower bulb trading and brokerage firm exporting lilies, tulips, and other bulbs globally; competes directly with Onings for international grower customers.
• Gebr. Vletter & Den Haan: Specialized Dutch lily breeder and grower producing LA, OT, and Oriental lily bulbs; supplies trade and wholesale channels overlapping with Onings's lily assortment.
• Royal Van Zanten Flowerbulbs: Large Dutch flower bulb breeder and exporter specializing in lilies, tulips, and amaryllis; Onings acquired Royal Van Zanten's New Zealand farm and Australian sales office in October 2025, confirming directly overlapping product lines and customer channels.
• Van den Bos Flowerbulbs: Major Dutch-based international flower bulb wholesaler and exporter serving growers worldwide; comparable in scale, geographic reach, and product range (lilies, tulips, irises, etc.) with a similar B2B export model.
• WAM Pennings Kennemerland: Dutch-based lily bulb grower and exporter; comparable to Onings in product specialization (lilies), B2B export model, and international grower customer base.

Others

• Royal FloraHolland: Largest global flower auction platform through which many of Onings's grower customers sell their cut flowers; complementary ecosystem participant rather than a direct bulb competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/OningsHolland
• YouTubeyoutube.com/channel/UCFyNwqBoa_0dU_NspY5kgJQ
• Facebookfacebook.com/oningsholland
• LinkedInlinkedin.com/company/onings-holland-flowerbulbs
• Instagraminstagram.com/oningsholland

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

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 Onings Holland Flowerbulbs