Air So Pure - A world of wellbeing

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.

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

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

• Air-purifying houseplants
• Indoor foliage plants
• Ornamental horticulture
• Tropical potted plants
• Garden center supplies

Headquarters

HQ city

Honselersdijk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. 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

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• QuakelplantcoreOthers · 1 January 2013Family 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 GroupcoreOthers · 1 January 2001Innovative 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.
• BarreveldcoreOthersMember grower of Air So Pure, specializing in tropical plants including air-purifying varieties. Produces Phlebodium (Blue Fern) for the Air So Pure assortment.
• BestplantcoreOthersMember grower of Air So Pure, produces Spathiphyllum (Peace Lily) among other air-purifying plants for the association.
• Blom Kentia PalmscoreOthersMember grower specializing in Kentia palms (Howea forsteriana) for the Air So Pure air-purifying plant assortment.
• Concorde PlantscoreOthersMember grower of Air So Pure, produces Spathiphyllum varieties for the air-purifying plant collection.
• JK PlantcoreOthersMember grower of Air So Pure, produces Monstera Deliciosa among other air-purifying varieties.
• KP HollandcoreOthersMember grower of Air So Pure, produces Spathiphyllum varieties for the air-purifying plant assortment.
• Raadschelders VarenscoreOthersMember grower of Air So Pure, specializes in ferns (Varens). Produces Phlebodium varieties for the Air So Pure assortment.
• Teun Valstar ShadowplantminorOthersMember grower of Air So Pure, specializing in shade plants for the air-purifying assortment.
• Van der Voort PotplantencoreOthersFamily 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 plantcoreOthersThird-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 FPCminorOthersQuakelplant 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

Direct 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

• Facebookfacebook.com/AirSoPure
• LinkedInlinkedin.com/company/air-so-pure
• Instagraminstagram.com/airsopureplants

Compliance8 records

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 →

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