Apartus B.V.

What Apartus B.V. does

Apartus B.V. is a privately held Dutch family-owned greenhouse nursery founded circa 1996 and headquartered in Poeldijk, Gemeente Westland, Netherlands. The company cultivates and sells three core seasonal potted flowering plant lines: the proprietary Pelargonium Grandiflorum Bella Donna Collection (including Bella Donna Angel and Bella Donna Angel Aroma variants) in 12cm pots, Dahlia Suniq XXL in 23cm pots during spring, and Cyclamen Fiorita (Carino and Verano mini varieties) in 10.5cm pots during autumn. All Bella Donna varieties originate from Apartus's own in-house plant breeding program and are protected via registered trademarks; the company also co-produces Make-upz Cyclamen in collaboration with Greencre8. Production is distributed across five facilities in Poeldijk and Berkel en Rodenrijs, and the company holds MPS-A+, MPS GAP, MPS SQ, GRASP, and PlanetProof sustainability certifications while co-investing in the Aardwarmte Vogelaer geothermal energy project.

The business operates as a B2B wholesale nursery, selling to garden centers, retailers, and other nurseries through a dedicated direct sales team (Jeroen Warmerdam, Jack vd Voort, Marischa vd Ende) and the Floriday marketplace platform (Floraxchange.nl). Revenue is generated from one-time wholesale plant sales with individually negotiated B2B pricing; no public pricing is disclosed. The go-to-market is relationship-led, with sales driven by phone, email, and digital catalog. Apartus maintains sustainability investments (solar panels across all sites since 2022/2023, geothermal consortium participation reducing CO2 emissions by ~20,000 tons annually) and is led by Director Don Bruinen with a team of approximately 9 employees across cultivation, sales, logistics, production, and administration.

The company's competitive position rests on proprietary breeding producing unique Bella Donna cultivars, a portfolio of registered trademarks, multi-certification sustainability credentials, and cost-advantaged shared geothermal energy infrastructure. No external funding, M&A activity, public listing, or AI/technology platform capabilities are disclosed in the available data.

Name

Apartus B.V.

Legal name

Apartus B.V.

Website

https://apartus.nl

Company type

Private

Founded year

1996

Operating status

Operating

Short description

Apartus B.V. is a privately held Dutch family-owned B2B wholesale nursery that cultivates and sells proprietary Pelargonium Grandiflorum Bella Donna, Dahlia Suniq XXL, and Cyclamen Fiorita potted flowering plants to garden centers, retailers, and other nurseries across the Netherlands, with five production sites in Poeldijk and Berkel en Rodenrijs.

Ownership category

akta.pro rank

Product category

Ornamental Horticulture / Wholesale Flowering Plants

NAICS

Nursery and Floriculture Production (11142), Greenhouse, Nursery, and Floriculture Production (1114)

akta.pro primary industry

Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH)

akta.pro secondary industry

Hybrid Seed Production (AFAGAIAD)

Keywords

• Potted flowering plants
• Wholesale nursery operations
• Pelargonium cultivation
• Ornamental horticulture production
• Plant breeding programs

Headquarters

HQ city

Poeldijk

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Wholesale Plant Sales: Apartus generates revenue through wholesale B2B sales of potted flowering plants to garden centers, other nurseries, and retailers. The company cultivates Pelargonium Grandiflorum Bella Donna, Dahlia Suniq XXL, and Cyclamen Fiorita for wholesale distribution.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Apartus B.V. is a Dutch family-run nursery that cultivates and wholesales potted flowering plants, including proprietary Pelargonium Grandiflorum (Bella Donna, Bella Donna Angel, and Bella Donna Angel Aroma) varieties developed through its own breeding program, Dahlia Suniq XXL terrace plants, and Cyclamen Fiorita. The company operates multiple greenhouse production sites in Poeldijk and Berkel en Rodenrijs, supplying finished potted plants to garden centers, retailers, and other nurseries across the Netherlands.

Product overview

Apartus B.V. is a family-owned Dutch nursery specializing in potted flowering plants. The core product portfolio consists of three main collections: the Bella Donna Collection (Pelargonium Grandiflorum in three variants - classic, Angel with small continuous blooms, and Angel Aroma with fragrance), the Suniq XXL Dahlia line for terrace plants, and the Fiorita Cyclamen collection. An additional differentiated offering is the Make-upz Cyclamen, which features decorated cyclamen plants created in partnership with Greencre8. All plants are grown sustainably across multiple locations in Poeldijk and Berkel en Rodenrijs.

Differentiator

Problem solved

Functional benefit

Brands

• Bella Donna Collection: Pelargonium Grandiflorum varieties including Bella Donna, Bella Donna Angel, and Bella Donna Angel Aroma in 12cm pots. All varieties from own breeding, unique in color and plant structure.
• Suniq
• Fiorita Cyclamen
• Make-upz

Products and services

• Bella Donna Collection Pelargonium Grandiflorum (French geranium) collection featuring large, full flowers in distinctive colors. All varieties come from Apartus's own breeding program and are unique in color and plant structure. Grown in 12cm pots for wholesale distribution to garden centers and retailers.
• Bella Donna Angel Pelargonium Grandiflorum variant with many small flowers that continue blooming continuously without the need to remove old flowers. Marketed for easy maintenance. Pot size 12cm; sold wholesale to garden centers and retailers.
• Bella Donna Angel Aroma Scented variant of Bella Donna Angel that produces a fresh fragrance alongside abundant flowers. Grown in 12cm pots, positioned for light outdoor spaces such as balconies and terraces. Sold wholesale to retailers.
• Suniq XXL Dahlia XXL terrace plant line of large, full Dahlia plants cultivated in 23cm pots. Recognizable by bright, vivid colors and special flowers suited for outdoor terrace and garden applications. Spring-season wholesale offering.
• Fiorita Cyclamen Cyclamen mini varieties Carino and Verano cultivated in 10.5cm pots. Features heart or kidney-shaped leaves with hollow flower stems, available in many color variations. Can be placed both indoors and outdoors, blooming until first frost. Autumn-season wholesale offering.
• Make-upz Cyclamen Decorated cyclamen line using the Super Serie Carino variety, locally finished in collaboration with Greencre8 for a unique decorative appearance. Available in styles including Papercups, Bags, Zebra ceramic, Feltbag, Spray potcover, Woodpapercup, Glittertops, and Gloss collection. Sold wholesale to retailers.

Quantifiable outcome

• Geothermal energy project reduces CO2 emissions by approximately 20,000 tons annually

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• Greencre8minorStrategic or Co-development PartnerApartus produces Make-upz Cyclamen in collaboration with Greencre8. The Make-upz Cyclamen are decorated in a unique way through this local partnership, using the Super Serie Carino cyclamen base.
• Aardwarmte VogelaercoreOthersApartus is an initiator and buyer of the 'Aardwarmte Vogelaer' geothermal project together with 5 other nurseries. The project reduces CO2 emissions by approximately 20,000 tons annually. A second installation is planned to expand to 16 more horticultural businesses and 400+ homes in Monster.
• FloraxchangeminorChannel Partner/ Reseller/ DistributorApartus uses the Floriday platform on Floraxchange.nl for their wholesale catalog and sales, enabling online B2B sales through this marketplace.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Florensis: Dutch ornamental young-plant and bedding-plant producer also serving the European wholesale and garden-center channel. Directly comparable in product category (pot and bedding ornamentals), B2B wholesale model, and focus on breeder-developed genetics.
• Beekenkamp Plants: Large Dutch family-owned potted and bedding plant nursery based in Maasdijk (Westland). Comparable as a multi-site ornamental pot plant producer selling through European garden centers, with own breeding and a broad Pelargonium/Begonia/Cyclamen portfolio.
• Schoneveld Breeding: Dutch Cyclamen and potted plant breeder also producing and selling young plants to European growers. Closely comparable to Apartus's Cyclamen business (Fiorita) and its breeder-led model, though Schoneveld operates primarily upstream as a genetics supplier.
• HilverdaKooij: Dutch breeder and producer of cut flowers, potted plants, and outdoor ornamentals. Similar in combining proprietary breeding with finished-plant production for the European wholesale market.
• Royal van Zanten: Dutch flower breeder and propagator (Chrysanthemum, Limonium, Pot Celosia) selling young plants and cuttings into the European wholesale channel. Comparable breeder-led Dutch ornamental producer with similar end-customers.

Broad incumbents

• Dümmen Orange: One of the world's largest ornamental breeders and producers, headquartered in De Lier (Westland). Overlaps with Apartus on Pelargonium and Cyclamen genetics but operates at vastly greater scale across global markets.
• Syngenta Flowers: Global flower seed and breeding business within Syngenta Group. Comparable as a breeder of Pelargonium, Dahlia, and Cyclamen genetics that ultimately feed the same European wholesale channel Apartus serves.
• Ball Horticultural Company: Large US-based horticultural company with breeder/producer operations worldwide. Overlaps with Apartus on ornamental potted and bedding plant genetics and serves the same downstream garden-center and grower customers.

Regional players

• Selecta one: German-based breeder and producer of ornamental potted and bedding plants (including Pelargonium). Comparable product range and breeding-driven model, but primarily serves the German-speaking European market rather than the Benelux.
• Kientzler Jungpflanzen: German young-plant producer of ornamental bedding and potted plants including Pelargonium and Cyclamen. Comparable in species mix and B2B wholesale go-to-market, though focused on the German market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Apartus B.V.