Bloemenveiling Aalsmeer
- Company typePrivate
- Founded1911
- HeadquartersAalsmeer, Netherlands
- Headcount251–500
- GTM typeB2B
- OfferingDigital Commerce or Content
Bloemenveiling Aalsmeer firmographics
Firmographics- Name
- Bloemenveiling Aalsmeer
- Legal name
- Royal FloraHolland Coöperatie UA
- Website
- https://aalsmeer.com
- Company type
- Private
- Founded year
- 1911
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Bloemenveiling Aalsmeer industry classification
Industry- Product category
- Floriculture Marketplace
- NAICS
- Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930)
- akta.pro primary industry
- Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)
- akta.pro secondary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
Keywords
Where Bloemenveiling Aalsmeer is headquartered
LocationHeadquarters
- HQ city
- Aalsmeer
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Bloemenveiling Aalsmeer business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Auction/Marketplace Fees: Royal FloraHolland operates as a cooperative marketplace where growers sell flowers and plants to buyers through auction and digital trading. The company generates revenue through membership fees and transaction-based services for both growers (aanvoerders) and buyers (kopers)
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Bloemenveiling Aalsmeer product offering
Product offeringCore offering
Royal FloraHolland operates the largest international B2B marketplace in the floriculture sector, combining a traditional Dutch auction clock (Veilen) with the digital Floriday platform to enable flower and plant growers and wholesale buyers to trade. The cooperative also provides end-to-end logistics through its Floriway subsidiary and the newly launched Mitoz transport management system, supporting the full supply chain from grower to global buyer.
Product overview
Royal FloraHolland operates as a two-pronged cooperative: an association and a company serving as the largest international B2B platform within the floriculture sector. The core offering includes the Royal FloraHolland marketplace (auction platform) for flowers and plants, supported by the digital platform Floriday for streamlined trade. Logistics operations are handled through Floriway, which recently implemented the Mitoz transport management system to enhance transport capabilities. The company also offers Royal FloraHolland apps for mobile access.
Differentiator
Problem solved
Functional benefit
Products and services
- Royal FloraHolland Marketplace (Auction Platform) The largest international B2B marketplace in the floriculture sector, operating the Dutch auction clock (Veilen) where flower and plant growers sell to wholesale buyers in real-time. Targets grower-members (aanvoerders) and wholesale buyers (kopers) in the international floriculture trade.
- Floriday
Companies that use Bloemenveiling Aalsmeer
Customer profileSegments3 records
Ideal customer profiles2 records
Bloemenveiling Aalsmeer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Bloemenveiling Aalsmeer partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights4 records
Bloemenveiling Aalsmeer competitors and assessment
Company assessmentDirect peers
- FleuraMetz: International B2B flower and plant wholesaler based in the Netherlands. Sources from growers and supplies florists and retailers globally, competing with Royal FloraHolland's marketplace by offering direct sourcing and consolidated logistics.
- Waterdrinker: Large Dutch flower and plant wholesale exporter (Aalsmeer area). Operates as a direct-buy alternative to the auction, sourcing from growers and supplying international buyers, comparable to Royal FloraHolland's buyer-side propositions.
- Holex Flower B.V. Dutch exporter and wholesaler of cut flowers and bouquets. Competes with Royal FloraHolland by offering direct sourcing from growers and international floral supply, with comparable buyer-side logistics services.
- Veiling Rhein-Maas: German flower auction cooperative in which Royal FloraHolland holds a stake. Operates a similar auction clock and digital model for the German floriculture market, directly comparable in marketplace mechanics and grower-buyer structure.
- Plantion: Dutch flower and plant auction cooperative based in Ede. Competes directly with Royal FloraHolland in the Dutch marketplace for ornamental flowers and plants, serving growers and buyers with similar auction and logistics services.
- Van der Plas (De Ruiter): Dutch flower and plant wholesale and export group. Provides direct grower-to-buyer distribution and supply chain services in flowers, comparable to Royal FloraHolland's marketplace and logistics offerings.
Broad incumbents
- Teleflora: US-based floral delivery network connecting retail florists. Operates in the broader floral supply chain but as a downstream consumer-facing retail florist aggregator rather than a wholesale marketplace.
- 1-800-Flowers.com: Publicly traded US floral and gift retailer with wholesale distribution. Operates adjacent to floriculture wholesale through its BloomNet and Gourmet Foods divisions, but is consumer-facing rather than a B2B marketplace.
Others
- Dümmen Orange: Global breeder and producer of ornamental flowers and plants. Adjacent as an upstream supplier rather than a marketplace competitor, but operates in the same floriculture value chain as Royal FloraHolland's grower-members.
- Smithers-Oasis: Global manufacturer of floral foam, postharvest products, and florist supplies. Sells to florists and wholesalers; comparable to the florists' supplies category that flows through Royal FloraHolland's ecosystem, but does not operate a marketplace.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Bloemenveiling Aalsmeer social profiles
Digital presenceBloemenveiling Aalsmeer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bloemenveiling Aalsmeer leadership team
Management profileNumber of profiles
Profiles3 records
Bloemenveiling Aalsmeer subsidiaries and ownership
Company hierarchySubsidiaries2 records
Bloemenveiling Aalsmeer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bloemenveiling Aalsmeer 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 Bloemenveiling Aalsmeer
What does Bloemenveiling Aalsmeer do?
Royal FloraHolland operates the largest international B2B marketplace in the floriculture sector, combining a traditional Dutch auction clock (Veilen) with the digital Floriday platform to enable flower and plant growers and wholesale buyers to trade. The cooperative also provides end-to-end logistics through its Floriway subsidiary and the newly launched Mitoz transport management system, supporting the full supply chain from grower to global buyer.
Is Bloemenveiling Aalsmeer a public or private company?
Bloemenveiling Aalsmeer is a private company. It is classified as management employee owned and is currently operating.
When was Bloemenveiling Aalsmeer founded?
Bloemenveiling Aalsmeer was founded in 1911. It employs 251 to 500 people.
Where is Bloemenveiling Aalsmeer based?
Bloemenveiling Aalsmeer is headquartered in Aalsmeer, Netherlands, in the Europe region.
How does Bloemenveiling Aalsmeer make money?
One revenue line is on record: auction/Marketplace Fees.
Who are Bloemenveiling Aalsmeer's main competitors?
Direct peers on record are FleuraMetz, Waterdrinker, Holex Flower B.V., Veiling Rhein-Maas, Plantion and Van der Plas (De Ruiter). Broad incumbents are Teleflora and 1-800-Flowers.com. Others are Dümmen Orange and Smithers-Oasis.
Does Bloemenveiling Aalsmeer have an API?
No public API is recorded for Bloemenveiling Aalsmeer.
What industry is Bloemenveiling Aalsmeer in?
Bloemenveiling Aalsmeer's product category is Floriculture Marketplace. Its primary akta.pro industry code is AFAGAHAM, Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers), with a secondary code of CRAFAAAF, Wholesale/B2B Generalist Marketplaces. Its NAICS code is 424930.