Daan Kromhout en Zn

What Daan Kromhout en Zn does

Daan Kromhout & Zn. B.V. is a Dutch family-owned wholesale distributor of home decoration and floral accessories, founded in 1984 and headquartered in Rijsenhout, Netherlands. The company operates from a 1,500 m² showroom and warehouse and stocks more than 6,000 articles across eight core categories: floristry supplies, earthenware, glassware, baskets, pottery, silk flowers and artificial plants, natural decoration, and home décor. It also markets curated product series such as Shella & Pearl (ceramic vases), Cruz (rope lanterns), Monty (outdoor pots), Flirty Jasper (interactive garden gnome) and GreenGift Seeds.\n\nThe business model is B2B wholesale: customers must apply and register to view pricing and place orders. Sales are executed through four distribution channels — direct stock delivery throughout Europe, a fleet of 8 mobile showtrucks that travel to buyers, a multilingual e-commerce portal (in NL, EN, DE, IT, FR and ES), and inside-sales phone ordering. Revenue is generated on a one-time product-sale basis with no subscription or recurring component. Pricing is not publicly disclosed; customers log in to see wholesale terms.\n\nThe company serves four primary customer segments across Europe: florists, garden centers, gift shops and home décor stores. It maintains an active content and social presence (LinkedIn, Facebook, Instagram, Pinterest, TikTok), publishes a multilingual blog and sends roughly 12 email newsletters per year. Operations show no signs of outside investment, AI/ML capability development, M&A activity or public-market exposure — it operates as an independent, privately held SME.

Name

Daan Kromhout en Zn

Legal name

Daan Kromhout & Zn. B.V.

Website

https://daankromhout.nl

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Daan Kromhout & Zn. B.V. is a Dutch family-owned B2B wholesaler, founded 1984, distributing 6,000+ decoration and floristry articles to florists, garden centers, gift shops and home décor retailers across Europe via showroom, mobile showtrucks, and a multilingual e-commerce portal.

Ownership category

akta.pro rank

Headquarters

HQ city

Rijsenhout

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale product sales: B2B wholesale distribution of decoration articles including pottery, ceramics, glassware, baskets, silk flowers, natural decorations, and home décor. Products sold in bulk to retail businesses (florists, garden centers, gift shops, home décor stores). One-time product sales model with no subscription component.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Daan Kromhout en Zn is a Dutch B2B wholesale distributor of decoration and floristry supplies, selling more than 6,000 articles — pottery, glassware, baskets, silk flowers, natural decorations, floristry supplies, and home décor accessories — directly from stock to retail businesses across Europe. Customers must register as wholesale clients and order via a login-gated web portal, phone, mobile showroom visits, or the Rijsenhout showroom.

Product overview

Daan Kromhout is a Dutch wholesale decoration company serving florists, garden centers, gift shops, and home décor retailers across Europe. The company offers a comprehensive portfolio of decoration products organized into eight main categories: Floristry Articles (supplies for florists), Earthenware (ceramic vases, bowls, pots), Glassware (glass vases and containers), Baskets (wicker, rattan, seagrass), Pottery (zinc, melamine, concrete, metal, ceramic for indoor/outdoor), Silk Flowers & Artificial Plants, Natural Decoration (branches, wreaths, moss), and Home Décor (candles, lanterns, figures, accessories). Key product series include the Shella & Pearl ceramic vase collection (coastal-inspired), Flirty Jasper interactive garden gnome, Cruz lanterns (natural materials), and Monty outdoor pots. The company stocks over 6,000 articles with fast delivery throughout Europe and operates a 1,500 m² showroom in Rijsenhout.

Differentiator

Problem solved

Functional benefit

Products and services

• Floristry Articles (Bloemisterij artikelen) Wholesale floristry supplies including pot soil, hydro granules, plant nutrition, funeral ribbons, Oasis and floral foam, pins, staples and wire, floristry tools, decorative materials, decorative picks, and ribbons — for florists and floral designers.
• Earthenware (Aardewerk) Wholesale earthenware vases, bowls, pots, and jugs in various styles and colors for interior decoration, sold to florists and home décor retailers.
• Glassware (Glaswerk) Wholesale decorative glassware including glass vases, bowls, pots, cylinders, and bottles for decorative purposes, sold to retailers.
• Baskets (Manden) Wholesale baskets in rattan, rotan, and seagrass in various sizes and styles for retail and décor use.
• Pottery (Potterie) Wholesale indoor and outdoor pottery in zinc, melamine/plastic/polyresin, wood, concrete, metal, ceramic, and outdoor-specific ranges for retailers.
• Silk Flowers and Artificial Plants (Zijdebloemen en Kunstplanten) Wholesale silk flowers, artificial plants and greenery, and dried flowers for long-lasting decorative arrangements sold to florists and retailers.
• Natural Decoration (Natuurlijke decoratie) Wholesale natural decoration including branches, wreaths, natural materials, moss, and pots/bowls for seasonal and interior décor.
• Home Decoration (Woondecoratie) Wholesale home decoration including trays and platters, statues and figures, candles, candlesticks, lanterns, tea lights, amber blocks and burners, and home accessories for retailers.
• Shella & Pearl Collection Ceramic vase collection inspired by organic forms of the sea, shells, and beach, featuring natural structures, rounded shapes, subtle textures, and a luxurious coastal look.
• Flirty Jasper Garden Gnome Colorful garden gnome with motion detection that whistles when people pass by, available in green, yellow, orange, pink, and fuchsia for outdoor retailers and garden centers.
• Cruz Lanterns Indoor lanterns made from rope and natural materials in round, cylindrical, and geometric shapes with sand, beige, natural, and soft pastel colorways.
• Monty Outdoor Pots Series Timeless outdoor pot series combining classic design with a rugged, modern appearance, available in various sizes for gardens, terraces, and balconies.
• GreenGift Seeds Seed products designed to be combined with terracotta pots to create personal mini gardens with herbs, flowers, or small vegetables.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Country Living Decor: UK-based wholesale supplier of country-style home décor, artificial floristry, and decorative accessories. Overlapping product mix serving florists and home décor retailers, primarily in the UK/Ireland market.

Direct peers

• Stilbasis GmbH: German wholesale distributor of home decoration, lifestyle accessories, and gift items serving florists and retailers across the DACH region. Comparable B2B wholesale model and assortment focus.
• Decofield: Dutch-based wholesale distributor of decorative items, artificial flowers, and home accessories for florists and retail stores. Directly comparable SKU mix and target verticals within the Benelux decoration wholesale market.
• Edelman B.V. Dutch wholesale distributor of decorative articles, home accessories, and floristry supplies serving retailers across the Benelux and Europe. Closely comparable product mix, B2B wholesale model, and customer base (florists and home décor stores).
• Mica Decoraciones: Spanish-origin wholesale and retail distributor of decoration, home furnishings, and seasonal products across Europe. Overlapping assortment (pottery, glassware, baskets, artificial flowers) and similar B2B supply to florists and home décor stores.
• Versteeg Deco: Dutch wholesale supplier of decoration, floristry supplies, and home accessories to retail florists and décor stores. Directly comparable product categories, target customer verticals, and B2B wholesale distribution model.
• Sia Home Fashion: European wholesale supplier of seasonal home decoration, floristry products, and giftware serving retailers in multiple EU countries. Comparable assortment breadth and cross-border B2B wholesale customer base.

Emerging players

• Everest Imports: US-based importer and wholesaler of decorative accessories, artificial florals, and home décor serving retail florists and gift shops. Comparable assortment and B2B wholesale motion in a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/daankromhoutdeco
• LinkedInlinkedin.com/company/daan-kromhout-en-zn.-b.v.
• Instagraminstagram.com/daankromhoutdeco
• Pinterestpinterest.com/daankromhoutdeco
• TikToktiktok.com/@daankromhoutdeco
• Xx.com/Daankromhou1

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 Daan Kromhout en Zn