Eurose & Greens B.V.

What Eurose & Greens B.V. does

Eurose & Greens B.V. is a Netherlands-based wholesale distributor of decorative cut foliage (decoratiegroen), operating from the Aalsmeer auction since 1998. The company imports and exports cut greens sourced globally — including from Africa, Asia, Australia, Central America, Europe, North America, and South America — and offers a Green Catalog spanning 120+ foliage varieties such as Salal, Eucalyptus, Ruscus, Pittosporum, Ferns, and Protea, each with documented availability periods. Customers include wholesalers, florists, garden centers, cash & carries, and line drivers across Europe, served through a combination of auction-floor sales, direct dock pickup at the Aalsmeer facility, and delivery throughout Europe.

The company's digital infrastructure comprises two principal channels: a multilingual B2B webshop (shop.euroseandgreens.com) available in Dutch, English, German, French, and Spanish with real-time stock visibility, and the Stock Link (Voorraad koppeling / VMP) integration service, which embeds Eurose & Greens inventory into partner webshops and processes orders automatically without requiring partners to hold physical inventory. Pricing is quote-based and gated behind customer registration, with each customer assigned a personal account manager. Eurose & Greens holds MPS sustainability certification and complements its core cut foliage assortment with seasonal Christmas greens and preserved/dried floral sundries.

Eurose & Greens operates as a subsidiary within the WBE Group (Westland Bloemen Export B.V.), a conglomerate of seven sister companies founded approximately 40 years ago by Jaap and Ineke Beets. The group provides shared IT, combined purchasing power, and distributed auction presence across three major Dutch auction sites and the Herongen auction in Germany. Eurose & Greens is led by directors Marco Storm and Bas Verdoes and has reported headcount of 10 employees. The company completed a 2015 merger with Wiba Green B.V. that deepened its specialization in decorative greens and coincided with its entry into the WBE Group structure.

Name

Eurose & Greens B.V.

Legal name

Westland Bloemen Export B.V.

Website

https://euroseandgreens.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Eurose & Greens B.V. is a Netherlands-based wholesale distributor of decorative cut foliage, offering 120+ varieties sourced globally to wholesalers, florists, garden centers, and cash & carries across Europe via the Aalsmeer auction, a multilingual B2B webshop, and a partner stock-link integration.

Ownership category

akta.pro rank

Product category

Wholesale Cut Foliage and Floriculture Distribution

NAICS

Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industry

Cross-border B2B/Wholesale Trade Marketplaces (CRAFAJAC)

Keywords

• Cut foliage wholesale
• Decorative greenery supply
• Floriculture wholesale distribution
• B2B webshop flowers
• Auction-based flower trade

Headquarters

HQ city

Aalsmeer

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale cut foliage sales: Eurose & Greens sells decorative/cut foliage (decoratiegroen) to wholesalers, florists, Cash & Carries, garden centers, and line drivers across Europe. Products are sourced globally and sold primarily through the Aalsmeer auction, with delivery available within the auction system to other wholesalers or pickup at their docks.
2. Stock Link / Integration Services: Revenue generated through the stock link (VMP) service, where partners integrate Eurose & Greens product data into their own webshops. The system handles order fulfillment automatically, delivering products to partner companies as agreed, creating a B2B integration revenue stream.
3. Preserved/floral sundries: Sale of preserved flowers, dried products, wreaths, decorations, and floral sundries alongside the core foliage assortment, including products from countries like China, Ecuador, and Colombia.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Eurose & Greens is a B2B wholesaler of cut decorative foliage (decoratiegroen), importing and exporting over 120 varieties of greens from growers worldwide and reselling them through the Aalsmeer auction, direct dock pickup, and Europe-wide delivery to wholesalers, florists, garden centers, Cash & Carries, and line drivers. Ordering is supported by a multilingual B2B webshop with real-time stock visibility, complemented by a Stock Link (VMP) integration that lets partner webshops display and process the assortment without holding inventory. Seasonal ranges such as Christmas greens, wreaths, and preserved/dried florals extend the core foliage assortment.

Product overview

Eurose & Greens operates as a decorative greenery wholesaler offering a comprehensive product portfolio centered around cut greens and foliage. The core offering is the Green Catalog featuring over 120 decorative greenery species sourced globally, complemented by a seasonal Christmas Catalog. The company provides two digital channels: a B2B Webshop enabling direct online ordering with real-time inventory visibility, and a Stock Link integration service that allows customers to embed Eurose & Greens products into their own e-commerce platforms. The product range spans foliage (Aralia, Asparagus, Eucalyptus, Salal, Ruscus), conifers, tropical plants, Cape products, preserved/dried botanicals, and complementary floriculture items including flowers and decorative materials.

Differentiator

Problem solved

Functional benefit

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• WBE Group (Westland Bloemen Export B.V.)coreStrategic or Co-development PartnerEurose & Greens is part of the WBE Group, joining forces with six sister companies. The group provides shared IT infrastructure, combined purchasing power, and shared expertise. The group is present at three major Dutch auction sites and the Herongen auction in Germany. Founded by Jaap and Ineke Beets almost 40 years ago, with quality and collaboration as the common thread.
• Wiba Green B.V.coreStrategic or Co-development PartnerEurose & Greens merged with Wiba Green B.V. in 2015, further specializing in decorative greens. This merger strengthened the company's focus on the cut foliage segment.
• SpadominorStrategic or Co-development PartnerWeekly supplier from Sri Lanka for Rhapis and other foliage varieties. Orders placed Tuesday are delivered by Monday. Spado supplies high-quality decorative greens that Eurose & Greens imports and distributes to customers.
• GreenZONE (Blumen), DGC, Javado Plant, and other WBE Group sister companiesminorStrategic or Co-development PartnerSix sister companies within the WBE Group, each with its own strength and character, distributed across major auction sites in the Netherlands and Herongen, Germany. Each company serves different sales markets and business operations.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Decorum Plants & Flowers: Dutch cooperative of flower and plant growers/wholesalers supplying premium florist and retail buyers across Europe. Comparable in B2B floriculture distribution, auction-adjacent supply chain, and breadth of ornamental assortment including foliage.
• FleuraMetz: Global flower and foliage wholesaler with direct sourcing from growers worldwide and distribution to florist and retail customers in Europe. Comparable in breadth of assortment, cross-border wholesale motion, and B2B customer concentration.
• Van der Plas: Dutch flower and plant wholesaler operating from Aalsmeer with multi-country wholesale delivery. Directly comparable as a fellow Dutch auction-anchored wholesaler serving European florist and retail buyers with cut flowers and foliage.
• OZ Planten: Dutch plant and flower wholesaler operating at the Aalsmeer auction with delivery across Europe. Comparable as a fellow auction-based Dutch wholesaler supplying green and floral assortments to the same B2B florist and garden-center segments.
• Royal FloraHolland: The world's largest flower auction, operating the Aalsmeer marketplace where Eurose & Greens has traded since 1998. Directly comparable as the dominant B2B floral/foliage trading venue serving overlapping European wholesale and florist customers.
• Hilverda De Boer: Dutch-based international wholesaler of cut flowers and decorative foliage serving florists across Europe and beyond. Closely comparable in product mix (cut greens and flowers), customer base (wholesalers, florists, garden centers), and auction-based supply model.
• Holex: Dutch flower and foliage wholesaler specializing in export to wholesalers and florists across Europe. Comparable in B2B wholesale cut-flower/foliage model, auction-anchored supply, and pan-European customer footprint.

Others

• Smithers-Oasis: Global manufacturer and supplier of floristry sundries (foams, mechanics, preservatives) sold into the same florist and wholesale channels as Eurose & Greens. Comparable as an ecosystem enabler in the B2B floriculture supply chain, even though product category differs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/euroseandgreens
• Facebookfacebook.com/euroseandgreens
• LinkedInlinkedin.com/company/eurose-&-greens-b.v.
• Instagraminstagram.com/euroseandgreens

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Eurose & Greens B.V.