Tuincentrum de Mooij
Tuincentrum de Mooij is a family-owned garden center in Rijnsburg, Netherlands, selling garden furniture, plants, BBQs, pet supplies and home decor through a physical store, webshop and Fleurop-connected online flower subsidiary serving consumers across South Holland and the broader Dutch market.
- Company typePrivate
- Founded1999
- HeadquartersRijnsburg, Netherlands
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Tuincentrum de Mooij does
Tuincentrum de Mooij B.V. operates a multi-channel regional garden retail business headquartered at Noordwijkerweg 36, 2231 NL Rijnsburg, Netherlands, serving consumers in South Holland and, via e-commerce, the rest of the country. The core offering is a physical garden center stocking outdoor products (garden furniture, BBQs, plants, camping gear, Konstsmide outdoor lighting), indoor products (flowers, houseplants, home decor, HG cleaning products) and pet supplies (Dierenwinkel), supported by a fleet of in-house staff for expert advice. Revenue is generated primarily through in-store retail, complemented by a 24/7 webshop at tuincentrumdemooij.nl shipped via DHL nationwide, an on-site hospitality venue (Lunchroom de Serre) offering High Tea at €26.50 per person, and a wholly-owned subsidiary, Bloemen de Mooij (bloemen.tuincentrumdemooij.nl), which operates as a Fleurop florist and sells bouquets (€17.99-€129.99) and gift sets with same- and next-day local delivery plus a 7-day freshness guarantee.
The technology stack is intentionally undifferentiated and serves a multi-channel retail operation rather than a software product: a webshop with online payments processed by Sisow (licensed by De Nederlandsche Bank), own-delivery logistics in postal codes 2160-2360, DHL for out-of-area e-commerce shipments, a Flower Shop storefront integrated into the Fleurop network, and a 'Mooij' mobile customer loyalty app delivered via GardenConnect (Apple ID 1661931228; Android package com.gardenconnect.rvl_demooij). Customer acquisition runs through physical store visits plus social media on Facebook, Instagram and LinkedIn, weekly e-mail newsletter, and printed flyers, with Google Analytics and Google AdWords used for measurement and campaign targeting.
The business is family-owned by the De Mooij family since the 1999 launch (registered March 3, 1999), with no external investors, no parent company, and no funding rounds on record. Headcount sits in the 51-100 band; the company holds no patents and operates one legal entity plus the Bloemen de Mooij flower subsidiary. Customer concentration risk is structurally low because all four primary segments (Garden Enthusiasts, Home and Gift Buyers, Pet Owners, Flower Gift Recipients) are end consumers paying ticket-sized individual purchases rather than enterprise contracts.
Tuincentrum de Mooij firmographics
Firmographics- Name
- Tuincentrum de Mooij
- Legal name
- Tuincentrum de Mooij BV
- Website
- https://tuincentrumdemooij.nl
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Tuincentrum de Mooij is a family-owned garden center in Rijnsburg, Netherlands, selling garden furniture, plants, BBQs, pet supplies and home decor through a physical store, webshop and Fleurop-connected online flower subsidiary serving consumers across South Holland and the broader Dutch market.
- Ownership category
- akta.pro rank
Tuincentrum de Mooij industry classification
Industry- Product category
- Garden Center Retail
- NAICS
- Nursery, Garden Center, and Farm Supply Retailers (444240), Florists (45931)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)
- akta.pro secondary industries
- Outdoor Living Structures Retail (Sheds, Gazebos, Pergolas, Greenhouses) (CRAIAIAG), Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG), Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)
Keywords
Where Tuincentrum de Mooij is headquartered
LocationHeadquarters
- HQ city
- Rijnsburg
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Tuincentrum de Mooij business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retail Store Sales: Physical retail sales of garden, home, and pet products from the Rijnsburg store, including outdoor products (plants, garden furniture, BBQs), indoor products, pet supplies, and gift items.
- E-commerce Sales: Online sales through the main webshop and dedicated flower shop (bloemen.tuincentrumdemooij.nl) with delivery via DHL and own courier.
- Lunchroom Services: On-site lunchroom (Lunchroom de Serre) offering coffee, lunch, high tea, and drinks to customers.
- Flower Deliveries: Flower sales and deliveries through the Fleurop network, with same-day and next-day delivery options.
- Gift Cards: Sale of gift cards (cadeaukaarten) for use in-store and potentially online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bouquet pricing with size variations (Small, Medium, Large) |
| Unit Pricing | Pay-as-you-go | High Tea service |
| Usage-based | Pay-as-you-go | Delivery fee thresholds |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Tuincentrum de Mooij product offering
Product offeringCore offering
Tuincentrum de Mooij operates a physical garden center in Rijnsburg combined with two proprietary e-commerce storefronts, retailing garden furniture, plants, BBQs, outdoor lighting, pet supplies, interior plants, and home decor. The business also runs a separate online flower shop (Bloemen de Mooij) integrated with the Fleurop network for bouquet delivery, and an on-site Lunchroom de Serre serving coffee, lunch, High Tea, and drinks to in-store and online customers.
Product overview
Tuincentrum de Mooij operates as a comprehensive garden center in Rijnsburg, Netherlands, offering both physical retail and e-commerce. The core offering includes garden products (furniture, barbecues, outdoor plants), indoor/home products, pet supplies, and outdoor lighting. The company also operates a separate online flower shop (Bloemen de Mooij) as a Fleurop florist, offering bouquets, gift sets with complementary products (chocolates, vases, candles), and rose arrangements. Additional services include an on-site lunchroom (Lunchroom de Serre) offering High Tea, a customer loyalty app (Klantenkaart), and interior planting services. The company was founded in 1999 and has won 'Best Garden Center' awards multiple times.
Differentiator
Problem solved
Functional benefit
Brands
- Bloemen de Mooij: Online flower shop and bouquet delivery service operating as a Fleurop florist, offering same-day delivery in the region with a 7-day freshness guarantee.
Products and services
- Tuincentrum de Mooij Garden Center Full-service garden center operating from Rijnsburg, retailing outdoor plants, garden furniture, BBQs, camping items, outdoor lighting, indoor plants, home décor, pet supplies, and gift cards via physical store and nationwide webshop.
- Bloemen de Mooij Online Flower Shop Separate online flower shop operating as a Fleurop florist, offering seasonal bouquets, gift sets combined with chocolates, vases, candles and plush toys, and rose arrangements with same-day or next-day delivery and a 7-day freshness guarantee.
- Lunchroom de Serre On-site lunchroom at the Rijnsburg garden center serving coffee, lunch, drinks, and reserved High Tea experiences at €26.50 per person with a 2-person minimum and 2-day advance booking required.
- Klantenkaart / Mooij Loyalty App Digital customer loyalty card and mobile application available on Apple App Store and Google Play, providing rewards, personalized promotions, and customer tracking for repeat shoppers.
- Cadeaukaart (Gift Card) Garden center gift cards redeemable in-store and online, valid for 2 calendar years from the purchase date.
Quantifiable outcome
- 7-day freshness guarantee on flowers
- +1 more outcomes
Companies that use Tuincentrum de Mooij
Customer profileSegments4 records
Ideal customer profiles2 records
Tuincentrum de Mooij technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Tuincentrum de Mooij partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- FleuropcoreTuincentrum de Mooij operates as a Fleurop florist, using their network and platform for professional flower deliveries. The Fleurop logo appears on the flower shop website, indicating a formal partnership where the company is part of the Fleurop retail network for flower orders and deliveries.
- SisowcoreSisow is the payment provider used for online payments in the webshop. They have a license from De Nederlandsche Bank and are a market leader in online payments in Europe. The company handles all online payment processing securely.
- DHLminorDHL handles delivery of webshop products that fall outside the company's own local delivery region, ensuring nationwide coverage for online orders.
- Little DutchminorLittle Dutch plush toys (knuffelkonijn) are included in birth gift sets (Cadeauset Geboorte blauw and Cadeauset Geboorte roze), indicating a product supply partnership for these gift combinations.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Tuincentrum de Mooij competitors and assessment
Company assessmentDirect peers
- Bakker: Major Netherlands-based online garden retailer selling plants, bulbs, trees, and garden supplies nationwide. Comparable as a garden category specialist competing for the same Dutch consumer gardening spend.
- Welkoop: Dutch retail chain combining garden, pet, and outdoor products — directly overlapping with Tuincentrum de Mooij's garden + pet (Dierenwinkel) horizontal breadth and similar target customer.
- GroenRijk: Dutch garden center chain offering plants, garden supplies, outdoor living products, and gifts across franchised locations. Closely comparable to Tuincentrum de Mooij in product mix and regional garden center positioning.
- Intratuin: Largest Dutch garden center chain with physical stores across the Netherlands and an online shop. Directly comparable as a multi-category garden center offering plants, furniture, BBQs, home décor, and gifts under a single retail brand.
- Fleurop: Interflora-aligned flower delivery network operating across the Netherlands. Comparable as a flower retail and delivery channel — and also a direct partner to Tuincentrum de Mooij via Bloemen de Mooij.
Broad incumbents
- Karwei: Dutch DIY and home improvement chain offering garden, outdoor, and seasonal categories. Comparable in the garden/outdoor subset but within a broader home improvement proposition.
- IKEA: Global furniture retailer with a significant outdoor/garden furniture and plant range. Competes for garden furniture and outdoor living spend as part of a much broader home furnishings portfolio.
- Praxis: Dutch home improvement chain with garden plants, outdoor furniture, and BBQ categories. Comparable on the outdoor/garden subset but operates at much larger scale across a broader assortment.
- Hornbach: Large DIY and home improvement retailer in the Netherlands with a sizeable garden and outdoor living assortment. Competes for the same DIY/outdoor project spend but as part of a much broader portfolio.
Emerging players
- 123planten.nl: Dutch online specialist focused on indoor and outdoor plants. Competes for the same plant category with a digital-first model that overlaps with Tuincentrum de Mooij's webshop offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Tuincentrum de Mooij social profiles
Digital presenceTuincentrum de Mooij financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tuincentrum de Mooij leadership team
Management profileNumber of profiles
Tuincentrum de Mooij subsidiaries and ownership
Company hierarchySubsidiaries1 record
Tuincentrum de Mooij funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tuincentrum de Mooij 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 Tuincentrum de Mooij
What does Tuincentrum de Mooij do?
Tuincentrum de Mooij operates a physical garden center in Rijnsburg combined with two proprietary e-commerce storefronts, retailing garden furniture, plants, BBQs, outdoor lighting, pet supplies, interior plants, and home decor. The business also runs a separate online flower shop (Bloemen de Mooij) integrated with the Fleurop network for bouquet delivery, and an on-site Lunchroom de Serre serving coffee, lunch, High Tea, and drinks to in-store and online customers.
Is Tuincentrum de Mooij a public or private company?
Tuincentrum de Mooij is a private company. It is classified as family owned and is currently operating.
When was Tuincentrum de Mooij founded?
Tuincentrum de Mooij was founded in 1999. It employs 51 to 100 people.
Where is Tuincentrum de Mooij based?
Tuincentrum de Mooij is headquartered in Rijnsburg, Netherlands, in the Europe region.
How does Tuincentrum de Mooij make money?
Five revenue lines are on record. Retail Store Sales are the primary driver. The others are E-commerce Sales, lunchroom Services, flower Deliveries and gift Cards.
Who are Tuincentrum de Mooij's main competitors?
Direct peers on record are Bakker, Welkoop, GroenRijk, Intratuin and Fleurop. Broad incumbents are Karwei, IKEA, Praxis and Hornbach. 123planten.nl is listed as an emerging player.
Does Tuincentrum de Mooij have an API?
No public API is recorded for Tuincentrum de Mooij.
What industry is Tuincentrum de Mooij in?
Tuincentrum de Mooij's product category is Garden Center Retail. Its primary akta.pro industry code is CRAIAIAB, Plants, Seeds & Nursery Retail (Garden Centers), with a secondary code of CRAIAIAG, Outdoor Living Structures Retail (Sheds, Gazebos, Pergolas, Greenhouses). Its NAICS code is 444240 and its SIC code is 5200.