Menno Kroon

What Menno Kroon does

Menno Kroon V.O.F. is a privately held Dutch floral artistry business operating as a general partnership (Vennootschap onder Firma), with two physical locations: a flagship Flower Atelier on Cornelis Schuytstraat in Amsterdam and Estate Cothen near Utrecht, which functions as the creative production hub and event venue. The company designs and sells handcrafted bespoke bouquets and floral arrangements through both e-commerce (with own-courier same-day delivery in Amsterdam and next-day delivery across the Netherlands) and walk-in retail. Revenue is generated across six identifiable streams: one-time fresh flower sales, a monthly signature bouquet subscription (€100/€125/€150/custom tiers), bespoke event design and venue hosting (weddings, corporate, farewell, Christmas) at Estate Cothen or external European locations, custom-branded Christmas ornaments produced in Poland for corporate gifting, exclusive Amsterdam retail of Trudon candles and perfumes, and a Domani Belgian pottery collection serving both residential and B2B interior/hospitality clients.

The underlying technology stack is intentionally minimal and explicitly non-proprietary — the value proposition rests on master-florist craftsmanship, founder-led creative direction, and decades-long artisan collaborations (with ceramicist Anouk Kramer, porcelain/glass artist Marianne den Hartog, interior-jewelry designer Pleunie Buyink, and glass artist Ans Bakker) rather than on software or automation. Go-to-market is hybrid: direct-to-consumer via the e-commerce site and Amsterdam atelier; event-driven via Estate Cothen bookings extending across Europe; and channel-partner driven via exclusive Trudon distributorship, the longstanding Domani arrangement (since 1992), and co-developed lines with DEDON and Tuuci. The business is founder-owned with no external institutional investment, a small team of 11+ creative staff, and a customer base primarily composed of affluent individual consumers, event clients (couples, families, corporates), and a secondary B2B segment of interior designers, stylists, and hospitality professionals.

Name

Menno Kroon

Legal name

Menno Kroon V.O.F.

Website

https://mennokroon.nl

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

11–50 employees

Short description

Menno Kroon is a founder-led Dutch floral artistry business operating a flagship Flower Atelier in Amsterdam and Estate Cothen near Utrecht, selling handcrafted bouquets, a monthly subscription, bespoke events, exclusive Trudon candles, and custom corporate ornaments to affluent consumers, event clients, and B2B designers across the Netherlands and select European cities.

Ownership category

akta.pro rank

Product category

Floral Design & Event Services

NAICS

Florists (45931), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Pottery & Related Products (3260), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN)

akta.pro secondary industry

Seasonal, Holiday & Party Home Décor Retail (CRAIACAD)

Keywords

• Artisan floral design
• Luxury flower delivery
• Bespoke event florals
• Premium candle retail
• Handcrafted Christmas ornaments

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fresh Flower Sales: Direct sales of handcrafted bouquets and flowers through e-commerce and in-person at Flower Atelier Amsterdam. Customers select from price tiers or request custom arrangements. Optional clear glass cylinder vase available for additional fee.
2. Subscription Bouquet (Monthly): Monthly signature bouquet subscription delivered to customers. Each month features a new seasonal design created by master florists. Customer chooses price point (€100, €125, €150 or custom).
3. Event Services: Bespoke event design and hosting services including weddings, farewell ceremonies, corporate events, and Christmas events at Estate Cothen or client-specified locations. Includes venue rental (Orangery, Barn, Studio spaces) and full floral/event design.
4. Custom Christmas Ornaments: Custom-branded Christmas ornaments produced in Poland (mouth-blown and hand-painted). Corporate logo or custom symbols for anniversaries and corporate gifts. B2B product offering.
5. Domani Pottery Collection: Sales of Domani Belgian pottery (handcrafted in Hungary) targeting interior designers, stylists, landscapers, and hospitality professionals for high-end projects, in addition to residential customers.
6. Trudon Candles & Perfumes: Sales of Trudon scented candles and perfumes. Menno Kroon is the exclusive Trudon partner in Amsterdam. Top 3 bestsellers available online, with full collection viewable by appointment.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Menno Kroon is a Dutch floral artistry business that designs and sells handcrafted bouquets and floral arrangements through its Flower Atelier in Amsterdam and online store, with next-day delivery throughout the Netherlands. It also offers bespoke event design (weddings, corporate events, farewell ceremonies) at its Estate Cothen venue, and curates complementary retail products including exclusive Trudon candles, Domani pottery, and custom-branded Christmas ornaments for individuals and corporate clients.

Product overview

Menno Kroon is a floral artistry business operating two primary locations: Flower Atelier Amsterdam (retail studio and e-commerce hub) and Estate Cothen (creative estate and event venue). The core offering centers on bespoke floral arrangements and bouquets crafted by master florists, available through online ordering and monthly subscription services. The business also provides event services including weddings and celebrations, sells custom Christmas ornaments, and holds exclusive partnerships for Trudon candles and Domani pottery collections. Studio Menno Kroon serves as the creative and production hub for brand collaborations.

Differentiator

Problem solved

Functional benefit

Products and services

• Order Flowers (Bespoke Bouquets) Custom, handcrafted floral bouquets ordered online by individual consumers, with same-day delivery in Amsterdam for orders before 8:00 AM and next-day delivery throughout the Netherlands.
• Monthly Signature Bouquet (Subscription) Recurring monthly bouquet subscription delivered to customers, with each month featuring a new signature design created by master florists using seasonal flowers. Packaged in fully recyclable materials.
• Events & Celebrations (Bespoke Event Design) Full-service event design and venue rental for weddings, farewell ceremonies, corporate events, product launches, dinners, and Christmas events. Includes bespoke floral design and venue styling at Estate Cothen or client-specified locations.
• Custom Christmas Ornaments Custom, hand-crafted Christmas ornaments available for both individual consumers and corporate clients, with bespoke logos or symbols for anniversary gifts and corporate gifting.
• Trudon Candles & Perfumes Sales of Trudon scented candles and perfumes through Menno Kroon as the exclusive Trudon partner in Amsterdam, sold online and in the Flower Atelier.
• Domani Pottery Collection Sales of Domani Belgian pottery (handcrafted in Hungary from natural materials) targeting interior designers, stylists, landscapers, hospitality professionals, and residential customers for high-end projects.
• Flower Atelier Amsterdam (Retail Storefront) The flagship physical retail location in Amsterdam offering exclusive fresh flowers, handcrafted bouquets, Trudon candles and perfumes, and in-person consultation for Trudon Scented Garden by appointment.
• Estate Cothen (Event Venue & Creative Hub) Private estate venue and creative production hub used for weddings, events, creative work, and B2B projects. Features The Orangery, The Barn, and The Studio spaces.

Quantifiable outcome

• Flowers ordered before 8:00 AM delivered same day in Amsterdam
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• DEDONcoreStrategic or Co-development PartnerCollaboration with DEDON, an innovative outdoor design brand known for world-class designers and sustainable production. DEDON transformed innovative fiber technology into iconic outdoor design classics, bringing pure luxury to outdoor living.
• TuucicoreStrategic or Co-development PartnerPartnership with Tuuci, masters of stylish shade for over 25 years. Tuuci brings flair to outdoors with elegant umbrellas, smart furniture, and sunny accessories, from city gardens to beach clubs.
• DomanicoreStrategic or Co-development PartnerLongstanding collaboration with Belgian brand Domani (since 1992), renowned for exceptional craftsmanship and understated elegance. Domani creates timeless pots from natural materials, handmade in Hungary, targeting both residential and commercial markets including interior designers, stylists, landscapers, and hospitality professionals.
• Anouk KramercoreStrategic or Co-development PartnerCollaboration with ceramicist Anouk Kramer for years. Together they create exclusive designs including tulip vases and tableware for Easter, Mother's Day, Christmas, and special moments. Her ceramics feature shimmering whites and golds, layered earth tones, and baroque forms with a gentle edge.
• Marianne den HartogcoreStrategic or Co-development PartnerCollaboration with Marianne den Hartog, who creates hushed works of art from old porcelain, glass, and found objects in her waterfront studio. Her unique compositions tell stories of past beauty and new coherence, merging with Menno Kroon's flowers in installations where materials and emotion merge.
• Pleunie BuyinkminorStrategic or Co-development PartnerCollaboration with designer Pleunie Buyink, whose Limber Gems are handmade interior jewelry made of a self-developed composite that behaves like chameleons, catching light and changing color with surroundings. At Estate Cothen, her objects enter into an enchanting dialogue with Menno Kroon's world.
• Ans BakkerminorStrategic or Co-development PartnerCollaboration with glass artist Ans Bakker, who captures longing for landscapes between earth and sky using sand, soil, and memories of coast and water. She regularly collaborates with Menno Kroon exploring the power of nature and imagination in new collections.
• TrudoncoreChannel Partner/ Reseller/ DistributorExclusive partnership with Trudon, the oldest active candle company in the world (founded 1643, royal purveyor to Louis XIV and Napoleon I). Menno Kroon is the exclusive Trudon partner in Amsterdam and the largest assortment in Amsterdam and surroundings. Products include iconic scented candles and perfumes.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Putnam & Putnam: NYC luxury florist with deep editorial and event credentials. Direct peer on haute floristry, B2B events, and premium subscription/gifting offerings.
• Nikki Tibbles Wild at Heart: London-based luxury floral atelier known for expressive, theatrical design and premium events. Closely comparable to Menno Kroon on signature founder-led aesthetic, premium pricing, and event division.
• Saipua: Brooklyn-based floral design studio with strong event florals, workshops, and artisan branding. Comparable dual model of event floral design and atelier retail with a luxury creative identity.
• Ode à la Rose: NYC and Paris-based luxury floral delivery brand with strong French aesthetic. Comparable premium floral delivery positioning and curated bouquets offered at price tiers.
• Floret Flowers: US-based flower farm and floral design brand known for artisanal blooms and design education. Comparable on farm-to-atelier ethos, premium positioning, and master-florist-led brand.
• Venus et Fleur: US luxury floral brand specializing in preserved roses with a strong DTC and gifting model. Comparable on ultra-premium floral positioning and direct-to-consumer luxury gifting.
• McQueens Flowers: London-based luxury florist with a strong event and wedding division, founded in 1991. Comparable to Menno Kroon in premium positioning, bespoke event design, and dual retail + events business model.

Emerging players

• Bloom & Wild: UK-based premium digital florist with letterbox flowers and subscription offerings. Comparable premium floral delivery but with a digital-first, scale-focused model that contrasts with Menno Kroon's atelier approach.

Others

• BloomNation: US-based online floral marketplace connecting consumers with local florists. Adjacent ecosystem player enabling flower shop e-commerce rather than a direct competitor.

Broad incumbents

• The Bouqs Co. US digital floral company with broader market positioning and farm-to-door supply chain. Same vertical (online flowers) but lower price point and much larger scale than Menno Kroon.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mennokroonbv
• LinkedInlinkedin.com/company/menno-kroon-b.v.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Menno Kroon