Edens Plants & Creations

Name

Edens Plants & Creations

Legal name

Edens Plants & Creations

Website

https://edens-plants.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Ornamental Horticulture / Plant Nursery

NAICS

Nursery and Floriculture Production (11142), Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Tree Production (111421)

akta.pro primary industry

Plant Breeding & Variety Development (Conventional) (AFAGAIAF)

akta.pro secondary industries

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF), Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH)

Keywords

• Ornamental plant breeding
• Heather cultivation
• Horticultural nursery production
• Plant breeders rights
• Licensed young plants

Headquarters

HQ city

Wezep

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Young plant sales to growers: Edens Plants & Creations develops plant varieties and sells young plants (stek/jongplanten) exclusively to growers. Growers pay licensing fees per plant. All varieties are plant breeders' rights protected.
2. Finished product sales via flower auctions: Part of production is sold as finished products through Dutch flower auctions (Bloemenveiling Aalsmeer), reaching national and international trade across Europe. Majority of sales occur in autumn.
3. Partner network royalties and licensing: Partner companies (Europlant Canders, Aflora, Piotr Krzyżyński, Qualitree) produce and market Edens' protected varieties under licensed brands, with per-plant royalties flowing back to Edens.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Edens Plants & Creations breeds, propagates, and sells exclusive ornamental plant varieties — primarily Calluna, Erica, Daboecia, Hebe, and Chamaecyparis — under protected plant breeders' rights brands (Beauty Ladies, Skyline, Winter Ladies, All Blooms, Woody World, Beauty Seasons). The company sells young plants exclusively to licensed growers and finished products through Dutch flower auctions and an international network of partner companies spanning Germany, Poland, Canada, and broader Europe.

Product overview

Edens Plants & Creations is a third-generation family-owned plant nursery and breeding company founded in 1972, specializing in hardy, colorful potted plants. The company operates a breeding program alongside nursery production, with 8 hectares of recirculated container fields and 2 hectares under glass and foil. The product portfolio consists of five main plant genera—Calluna (heather), Erica (winter heather), Daboecia (Irish heather), Hebe (shrub veronica), and Chamaecyparis (conifers)—marketed under distinct sub-brands. Beauty Ladies and Skyline cover Calluna bud-blooming and structural varieties; Winter Ladies covers Erica; Bella Beauties covers Daboecia; All Blooms covers Hebe; and Woody World covers conifer varieties including Minta, Alpica, and Spitsbergen. The company sells exclusively through a network of licensed growers who purchase young plants, with distribution across Europe and beyond through partners like Europlant Canders (Germany), Aflora (Germany), and Qualitree (Canada).

Differentiator

Problem solved

Functional benefit

Brands

• Beauty Ladies: Flowering heather plant series under the Beauty Seasons brand
• Skyline
• All Blooms
• Woody World
• Winter Ladies
• Beauty Seasons

Products and services

• Beauty Ladies (Calluna vulgaris bud-blooming heather) Bud-blooming Calluna vulgaris heather series characterized by upright compact habit and bright flower and foliage colors. Buds remain closed for extended periods, providing up to 16 weeks of shelf life. Sold as young plants to licensed growers who cultivate finished plants for wholesale and retail markets.
• Skyline (Calluna vulgaris structural heather) Non-bud-blooming Calluna vulgaris structural plant series with distinctive growth habits and foliage characteristics for year-round ornamental use. Sold as young plants to licensed growers.
• Winter Ladies (Erica carnea) Winter-hardy Erica carnea series with vigorous, upright habit, bright flower colors in red, white, pink, and yellow foliage, featuring dense budset and flowering from November to April. Sold as young plants to licensed growers.
• Bella Beauties (Daboecia cantabrica) Daboecia cantabrica series with vigorous, upright habit and compact flower spikes. Breeding focuses on contrasting flower colors, shelf life, self-cleaning, and reduced susceptibility to plant diseases. Added to the Beauty Seasons assortment.
• All Blooms (Hebe) Compact, small-leaved Hebe series in red, pink, lilac, purple, white, and blue flower colors, blooming abundantly from May to November with reduced susceptibility to leaf spot and downy mildew. Sold as young plants to licensed growers, marketed under the Hebe All Blooms brand.
• Woody World (Chamaecyparis conifers) Conifer brand encompassing Chamaecyparis varieties distinguished by compactness, summer foliage color, and winter foliage retention. Available in pot sizes 6, 9, 10.5, 13, and 15 cm with green, yellow, blue, and mint foliage colors. Sold as young plants to licensed growers.
• Minta (Chamaecyparis pisifera) Chamaecyparis pisifera variety suitable as a houseplant, distinguished by compact form, fine foliage, and unique mint foliage color. Winter hardy and available in pot sizes 6, 9, and 13 cm. Sold as young plants to licensed growers.
• Alpica (Chamaecyparis thyoides) Chamaecyparis thyoides variety, an improvement on the Top Point variety, with more compact form, uniform quality, and healthy growth. Available in pot sizes 5.5, 9, 10.5, and 15 cm. Sold as young plants to licensed growers.
• Spitsbergen (Chamaecyparis thyoides) Chamaecyparis thyoides variety with dense pyramidal growth form and yellow-green foliage color. Particularly suitable for smaller pot sizes, available in 5.5, 9, 10.5, and 15 cm. Sold as young plants to licensed growers.
• Beauty Seasons (year-round heather assortment) Year-round heather assortment umbrella brand covering Calluna, Erica, and Daboecia varieties, expanding the seasonal range beyond traditional autumn offerings. Marketed in collaboration with Europlant Canders.
• Jongplanten (Young Plants) propagation service Young plant propagation service producing 8 million plants annually. Plants are legally protected under plant breeders' rights and only available through purchase of young plants from Edens Plants & Creations or its licensed partners, supplied to commercial growers under licensing agreements.

Quantifiable outcome

• Bud-blooming Calluna shelf life of up to 16 weeks, far exceeding standard single-flowering varieties
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Amsterdam Green Campus (UvA)minorStrategic or Co-development Partner · 1 January 2022Edens collaborates with the Amsterdam Green Campus (University of Amsterdam) and ten ornamental horticulture companies in the Centrum voor Biotoetsen (C4B). The pre-competitive research project focuses on plant disease resistance as an alternative to chemical crop protection.
• Centrum voor Biotoetsen (C4B)minorStrategic or Co-development Partner · 1 January 2022C4B is a consortium of ten ornamental horticulture companies focused on pre-competitive research. Edens participates in joint research projects coordinated by C4B and guided by the UvA, targeting innovations around disease resistance in plants.
• AfloracoreChannel Partner/ Reseller/ Distributor · 1 January 2018Aflora, a German family business, has partnered with Edens since 2018 to test and produce Hebe varieties under the Hebe All Blooms brand. Annual Hebe candidates are tested in various pot sizes and put into production.
• Piotr KrzyżyńskicoreChannel Partner/ Reseller/ Distributor · 1 January 2013Polish company representing and producing Calluna Beauty Ladies for Edens Plants & Creations in Poland since 2013. Produces both young plants and finished products exclusively for the Eastern European market.
• Qualitree PropagatorscoreChannel Partner/ Reseller/ Distributor · 1 January 2003Qualitree Propagators in British Columbia, Canada, has collaborated with Edens for over 20 years. As a grower and cutting company, Qualitree produces Calluna plugs and finished products for the Canadian and North American market.
• Karl Heinz de Winkel (NiCa)minorStrategic or Co-development Partner · 1 January 2003Collaboration with Karl Heinz de Winkel (NiCa) alongside Europlant Canders in the development and commercialization of the bud-blooming Calluna Beauty Ladies series since 2003.
• Europlant CanderscoreChannel Partner/ Reseller/ Distributor · 1 January 1993Europlant Canders GmbH in Straelen, Germany, has partnered with Edens for over 30 years. Together they launched the first Calluna vulgaris Beauty Ladies varieties. The portfolio has expanded to include Erica and Daboecia under the Beauty Seasons brand. Europlant coordinates a network of six specialized cutting companies supplying over 100 Beauty Ladies growers.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Volmary GmbH: Volmary is a German horticultural company breeding and marketing ornamental and vegetable plants through a licensed partner network. Directly comparable to Edens in family-business heritage, breeding IP protection, and channel-partner distribution model focused on European growers.
• Danziger: Danziger is an Israeli ornamental plant breeder and propagator with global distribution across pot plants, perennials, and cut flowers. Overlaps with Edens in proprietary breeding, IP-protected varieties, and licensed-grower supply chain, though focused on warmer-climate crops and with broader geographic reach.
• KP Holland: KP Holland is a Dutch breeder and propagator specializing in flowering pot plants including kalanchoe, curcuma, and ornamental crops. Closely comparable to Edens in Netherlands-based breeding of protected ornamental pot plant varieties supplied through licensed growers to European retail.
• Sakata Ornamentals: Sakata Ornamentals is the flower division of Sakata Seed, breeding and marketing pot and bedding plant varieties globally. Comparable to Edens in conventional plant breeding, IP-protected varieties, and licensed-grower distribution, with broader crop and geographic coverage.
• Beekenkamp Plants: Beekenkamp Plants is a Dutch family-owned breeder and propagator of ornamental pot plants and begonias. Directly comparable to Edens in Netherlands heritage, family ownership, IP-protected breeding, and licensed-grower distribution model for pot plants across Europe.
• Royal Van Zanten: Royal Van Zanten is a Dutch ornamental plant breeder and propagator focused on pot plants, lisianthus, chrysanthemums, and other ornamentals. Closely comparable to Edens as a Netherlands-based pot plant breeder using protected varieties, licensed growers, and international distribution through partner networks.
• Selecta One: Selecta One is a German-based ornamental plant breeder specializing in pot and bedding plants sold via licensed producers globally. Directly comparable to Edens in business model (breeding + licensed propagation), protected varieties, and reliance on partner growers across Europe.

Broad incumbents

• Dümmen Orange: Dümmen Orange is one of the world's largest ornamental plant breeders and propagators, headquartered in the Netherlands. Comparable to Edens in protected-variety breeding, licensing model, and global grower network, but operates across a much broader portfolio (cut flowers, pot plants, perennials) at far greater scale.
• Ball Horticultural Company: Ball Horticultural Company is a major US-based horticulture conglomerate breeding, producing, and distributing ornamental plants globally. Comparable to Edens in breeder-led genetics and grower-distribution model, but operates across cut flowers, pot plants, perennials, and seed at substantially larger scale.
• Syngenta Flowers: Syngenta Flowers is the ornamental division of a global agribusiness, producing flower seeds and cuttings across pot and bedding categories. Overlaps with Edens in breeding-driven, IP-protected ornamental genetics and global grower distribution, but at much larger scale and a wider crop portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/edensplants

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Edens Plants & Creations