Air So Pure - A world of wellbeing
Air So Pure is a Dutch growers' association of 12 specialized plant growers marketing scientifically tested air-purifying houseplants under the Air So Pure brand through partner garden centers, florists, and webshops across the Netherlands, Germany, and Poland.
- Company typePrivate
- Founded-
- HeadquartersHonselersdijk, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Air So Pure - A world of wellbeing does
Air So Pure is a Dutch growers' association (telersvereniging) established in 2007 and headquartered in Honselersdijk, Zuid-Holland, Netherlands. It aggregates 12 specialized plant growers who collectively cultivate and market scientifically tested air-purifying houseplants under the Air So Pure brand, with an assortment exceeding 20 varieties including Strelitzia Nicolai, Spathiphyllum, Phlebodium Blue Fern, Areca, Kentia, Monstera, Ficus Lyrata, Dracaena, Hedera Helix, Chlorophytum, Nephrolepis, Musa Oriental Dwarf, and Asplenium. The plants are differentiated by reference to scientific testing that documents removal of airborne substances such as formaldehyde, benzene, toluene, and ammonia, alongside CO2-to-oxygen conversion and humidity improvement.
The association operates with a lean core team of approximately 7 employees and routes demand through a partner channel network comprising garden centers, florists, and webshops, with a store locator tool on its multilingual website (Dutch, English, German, Polish) directing consumers to participating retailers. Distribution spans the Netherlands, Germany, and Poland, supported by country-specific social media accounts on Facebook and Instagram. The association has structured its go-to-market around four use-case verticals under the "A world of wellbeing" positioning: Wonen (living), Werken (work), Leren (learning), and Ontspannen (relax), addressing consumers, workplaces, schools, and public spaces.
Revenue mechanics are not disclosed and the entity is a non-profit cooperative rather than a venture-backed company; no funding rounds, acquisitions, leadership changes, or restructuring events are present in the data. Member growers separately hold horticultural sustainability certifications such as MPS A+, MPS A, SQ, and GAP, and several operate innovations such as the Walking Plants System and geothermal-heated greenhouses. Air So Pure's own "technology" layer is botanical and scientific-testing-based rather than software-based, with no AI/ML, API, or SDK components present in the source data.
Air So Pure - A world of wellbeing firmographics
Firmographics- Name
- Air So Pure - A world of wellbeing
- Legal name
- Air So Pure
- Website
- https://airsopure.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Air So Pure is a Dutch growers' association of 12 specialized plant growers marketing scientifically tested air-purifying houseplants under the Air So Pure brand through partner garden centers, florists, and webshops across the Netherlands, Germany, and Poland.
- Ownership category
- akta.pro rank
Air So Pure - A world of wellbeing industry classification
Industry- Product category
- Air-Purifying Houseplants
- NAICS
- Greenhouse, Nursery, and Floriculture Production (1114)
- akta.pro primary industry
- Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH)
Keywords
Where Air So Pure - A world of wellbeing is headquartered
LocationHeadquarters
- HQ city
- Honselersdijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Air So Pure - A world of wellbeing business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Air-purifying plant sales: Air So Pure generates revenue through the sale of air-purifying houseplants cultivated by its member growers. The association markets various plant varieties including Strelitzia, Spathiphyllum, Areca, Monstera, Dracaena, Ficus, Hedera, and various ferns. Products are sold through retail garden centers, florists, and online channels.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Air So Pure - A world of wellbeing product offering
Product offeringCore offering
Air So Pure is a Dutch growers' association (telersvereniging) that collectively markets a curated assortment of scientifically tested air-purifying houseplants cultivated by its 12 member growers. The offering includes tropical palms, ferns, foliage plants, and flowering varieties such as Strelitzia, Spathiphyllum, Areca, Monstera, Dracaena, Ficus, Hedera, and Phlebodium, sold through garden centers, florists, and webshops across the Netherlands, Germany, and Poland.
Product overview
Air So Pure is a Dutch plant growers' association specializing in air-purifying houseplants. The company offers a curated collection of scientifically tested plants that filter harmful substances from indoor air and increase humidity. The portfolio includes tropical palms (Strelitzia Nicolai, Areca, Kentia, Musa), ferns (Phlebodium, Nephrolepis, Pteris, Asplenium), foliage plants (Monstera, Dracaena, Ficus, Calathea), flowering plants (Spathiphyllum), and climbing plants (Hedera, Chlorophytum). Each plant in the Air So Pure collection has been scientifically tested for air-purifying properties.
Differentiator
Problem solved
Functional benefit
Products and services
- Strelitzia Nicolai (Paradijsvogelplant/Bird of Paradise)
Quantifiable outcome
- Air-purifying plants can remove harmful substances like formaldehyde, benzene, and toluene from indoor air
- +2 more outcomes
Companies that use Air So Pure - A world of wellbeing
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Air So Pure - A world of wellbeing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Air So Pure - A world of wellbeing partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- QuakelplantcoreFamily business since 2001 with 2.3 hectares of greenhouse. Specializes in Hedera (75% of revenue) and Chlorophytum. 17 FTE plus 6-15 seasonal workers. Member since 2013, supplying Hedera and Chlorophytum in 3 pot sizes. Known for fast delivery and day trade (daghandel). Customers include Albert Heijn and Intratuin.
- Forever Plants GroupcoreInnovative family business with over 30 years of experience specializing in tropical plants. Known for the Walking Plants System and sustainable growing practices using geothermal heating. Produces Strelitzia, Areca, Dracaena, Ficus Lyrata, Monstera, and Alocasia for Air So Pure. Certifications: MPS A+, SQ, GAP.
- BarreveldcoreMember grower of Air So Pure, specializing in tropical plants including air-purifying varieties. Produces Phlebodium (Blue Fern) for the Air So Pure assortment.
- BestplantcoreMember grower of Air So Pure, produces Spathiphyllum (Peace Lily) among other air-purifying plants for the association.
- Blom Kentia PalmscoreMember grower specializing in Kentia palms (Howea forsteriana) for the Air So Pure air-purifying plant assortment.
- Concorde PlantscoreMember grower of Air So Pure, produces Spathiphyllum varieties for the air-purifying plant collection.
- JK PlantcoreMember grower of Air So Pure, produces Monstera Deliciosa among other air-purifying varieties.
- KP HollandcoreMember grower of Air So Pure, produces Spathiphyllum varieties for the air-purifying plant assortment.
- Raadschelders VarenscoreMember grower of Air So Pure, specializes in ferns (Varens). Produces Phlebodium varieties for the Air So Pure assortment.
- Teun Valstar ShadowplantminorMember grower of Air So Pure, specializing in shade plants for the air-purifying assortment.
- Van der Voort PotplantencoreFamily business producing Spathiphyllum and Azalea. Handles breeding, propagation, production and sales in-house for Spathiphyllum. Partners with Belgian growers for Azalea. Certifications: MPS A, GAP. Produces Spoonplant (Spathiphyllum) for Air So Pure.
- VDE plantcoreThird-generation family business (Van Der Eijk) since 1948. Run by Edwin and Karin van der Eijk with partner Hein Visser. Produces Dypsis lutescens (Areca), Asplenium Crispy Wave, Chlorophytum Atlantic, Ctenanthe burle-marxii, Musa Oriental Dwarf, and Nephrolepis Duffi. Certifications: MPS A, SQ, GAP.
- Royal FloraHolland FPCminorQuakelplant is a member of the Floriculture Product Commission (FPC), a committee of Royal FloraHolland. This keeps them informed about industry developments and allows them to address issues affecting the sector.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Air So Pure - A world of wellbeing competitors and assessment
Company assessmentDirect peers
- The Sill: US-based modern houseplant brand selling potted plants D2C with strong content and lifestyle branding. Comparable to Air So Pure as a consumer-facing indoor plant brand with curated assortment, though geographically distinct (US vs. Europe) and without scientific air-quality positioning.
- Bloomscape: North American online plant retailer delivering potted houseplants directly to consumers with branded packaging and care guidance. Comparable to Air So Pure in product category (potted houseplants) and lifestyle branding, though focused on D2C and US market.
- Patch Plants: UK-based online plant delivery brand targeting urban consumers with curated houseplants and planter collections. Comparable to Air So Pure as a branded European indoor-plant company with curated assortment and design-led positioning.
Broad incumbents
- Royal FloraHolland: Dutch cooperative running the world's largest flower and plant auction, of which member grower Quakelplant is an FPC member. Comparable to Air So Pure as a Dutch horticultural cooperative structure serving member growers.
- Costa Farms: One of the largest North American horticultural growers producing indoor and outdoor plants across many categories. Comparable to Air So Pure as a major indoor-plant producer with mass-retail distribution, though without a wellness/scientific air-purifying positioning.
- Dümmen Orange: Leading Dutch-based ornamental plant breeder and propagator with global operations across flowers, potted plants, and perennials. Comparable to Air So Pure as a Dutch horticultural industry participant, though at vastly larger scale and with a B2B breeder focus.
- IKEA (indoor plants / IKEA Bättre): Global home furnishing retailer with a sizable indoor-plants assortment sold under own-brand SKUs across its stores. Comparable to Air So Pure as a mass-market indoor plant channel and a competitive substitute for branded plants in the home segment.
Emerging players
- Babylonstoren: South African premium garden estate with a branded range of indoor plants and related lifestyle products. Comparable to Air So Pure as a premium, lifestyle-positioned indoor plant brand with retail store presence.
- Léon & George: US-based premium indoor plant brand offering designer plants and plant-care subscriptions with a focus on upscale home and office décor. Comparable to Air So Pure in target segments (home + workplace) and premium positioning.
Regional players
- Plant Circle: Berlin-based online retailer of rare and indoor plants, comparable to Air So Pure as a European houseplant brand targeting design-conscious consumers, though focused on rarity/collector segment rather than scientifically validated wellness positioning.
Market position
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Air So Pure - A world of wellbeing social profiles
Digital presenceAir So Pure - A world of wellbeing compliance and trust
Trust signalCompliance8 records
Air So Pure - A world of wellbeing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Air So Pure - A world of wellbeing leadership team
Management profileNumber of profiles
Air So Pure - A world of wellbeing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Air So Pure - A world of wellbeing 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 Air So Pure - A world of wellbeing
What does Air So Pure - A world of wellbeing do?
Air So Pure is a Dutch growers' association (telersvereniging) that collectively markets a curated assortment of scientifically tested air-purifying houseplants cultivated by its 12 member growers. The offering includes tropical palms, ferns, foliage plants, and flowering varieties such as Strelitzia, Spathiphyllum, Areca, Monstera, Dracaena, Ficus, Hedera, and Phlebodium, sold through garden centers, florists, and webshops across the Netherlands, Germany, and Poland.
Is Air So Pure - A world of wellbeing a public or private company?
Air So Pure - A world of wellbeing is a private company. It is classified as management employee owned and is currently operating.
When was Air So Pure - A world of wellbeing founded?
Air So Pure - A world of wellbeing was founded in -1. It employs 1 to 10 people.
Where is Air So Pure - A world of wellbeing based?
Air So Pure - A world of wellbeing is headquartered in Honselersdijk, Netherlands, in the Europe region.
How does Air So Pure - A world of wellbeing make money?
One revenue line is on record: air-purifying plant sales.
Who are Air So Pure - A world of wellbeing's main competitors?
Direct peers on record are The Sill, Bloomscape and Patch Plants. Broad incumbents are Royal FloraHolland, Costa Farms, Dümmen Orange and IKEA (indoor plants / IKEA Bättre). Emerging players are Babylonstoren and Léon & George. Plant Circle is listed as a regional player.
Does Air So Pure - A world of wellbeing have an API?
No public API is recorded for Air So Pure - A world of wellbeing.
What industry is Air So Pure - A world of wellbeing in?
Air So Pure - A world of wellbeing's product category is Air-Purifying Houseplants. Its primary akta.pro industry code is AFAGAHAH, Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics). Its NAICS code is 1114.