Forever Plants Group

What Forever Plants Group does

Forever Plants Group is a Dutch tropical pot plant producer headquartered in Honselersdijk in the Westland region, operating approximately 10 hectares of greenhouse production across four locations in Honselersdijk, 's-Gravenzande, Pijnacker, and Hoek van Holland. The company cultivates roughly 180 product varieties spanning compact to XL statement plants, including Yucca, Dracaena, Ficus, Monstera, Calathea, Alocasia, Strelitzia, Sansevieria, Areca, and Curcuma. Founded by Erik Persoon around 1994 after taking over his father's tomato nursery, the business transitioned into ornamental horticulture and has scaled through joint ventures (Forever Plants by Divine, 2020), partnerships (Kwekerij PostPlants, 2021), and ultimately a merger into Green Growers Group BV on October 9, 2024 that also brought in Divine Flowers.

The company's underlying technology stack centers on the proprietary Walking Plants System (WPS), an automated conveyor architecture that processes 95% of the assortment at working height, eliminating bending and heavy lifting, and a custom Datagreenhouse data warehouse built with Gibbs Analytics Consulting that powers inventory dashboards and sales forecasting algorithms by integrating commercial software, planning, and labor registration. Production is supported by Trias Westland geothermal heating from a 40-48 partner cooperative, closed water recycling, nearly full biological pest control, and complete greenhouse insect netting. Operations are certified to MPS-GAP, MPS-SQ, and Green Label Kas standards, with a stated goal of climate-neutral operations by 2025.

Revenue is generated through B2B wholesale of tropical pot plants to exporters, wholesalers, garden centers, DIY chains, florists, and supermarket chains within a 1000km radius of Westland (Netherlands, Belgium, Germany, France), supplemented by direct-to-consumer sales through the affiliated Plantsome online platform (Netherlands and Belgium). The company operates a sales-led model with a dedicated team, a B2B presence on the FloraXchange marketplace, and value-added product lines including pre-labeled mixed packages, Green Jewels sustainable packaging, and the XL Collection marketed as 'green furniture pieces' for interior design. Pricing is not publicly disclosed and is negotiated via sales contact or the FloraXchange platform. The Persoon family retains operational control under Green Growers Group BV.

Name

Forever Plants Group

Legal name

Forever Plants Group

Website

https://foreverplants.nl

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Forever Plants Group is a Dutch tropical pot plant grower operating ~10 hectares across four Westland locations, producing ~180 varieties for B2B exporters, wholesalers, garden centers, DIY chains, florists, and supermarket chains within a 1000km radius of the Netherlands, supplemented by direct-to-consumer sales via Plantsome.

Ownership category

akta.pro rank

Product category

Ornamental Horticulture

NAICS

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

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF)

akta.pro secondary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

Keywords

• Tropical pot plants
• Ornamental horticulture
• Greenhouse plant production
• Wholesale plant distribution
• Sustainable horticulture

Headquarters

HQ city

Honselersdijk

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Plant Sales: Wholesale sale of tropical pot plants to exporters, wholesalers, garden centers, DIY stores, florists, and supermarket chains. The company focuses on high-frequency delivery of smaller quantities, including same-day ordering capability for small batches. Includes mixed package deliveries with pre-attached price labels.
2. B2C Online Sales via Plantsome: Consumer direct sales through affiliated online platform Plantsome, which delivers plants to consumers and businesses in the Netherlands and Belgium with next-day delivery.
3. Green Mixes and XL Collections: Value-added product bundles including pre-mixed assortments, decorative packaging (Green Jewels), and XL-sized statement plants for interior design applications.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Forever Plants Group grows and distributes approximately 180 varieties of tropical potted plants across roughly 10 hectares of greenhouse production at three locations in the Westland region of the Netherlands. The company sells primarily B2B to exporters, wholesalers, garden centers, DIY chains, florists, and supermarket chains within a 1,000 km radius via a direct sales team and the FloraXchange digital marketplace, and additionally delivers plants direct-to-consumers in the Netherlands and Belgium through an affiliated online platform, Plantsome.

Product overview

Forever Plants Group is a tropical potted plant grower operating approximately 10 hectares across three locations in the Westland region of the Netherlands. The company produces a broad assortment of about 180 tropical plant varieties including Ficus, Yucca, Monstera, Dracaena, Calathea, Alocasia, Strelitzia, Sansevieria, Areca, and Curcuma, sold primarily to exporters, retailers, garden centers, and florists within a 1000km radius of the Westland. The product portfolio includes branded lines like Air So Pure (air-purifying certified plants) and Green Jewels (sustainable decorative packaging), along with the XL Collection of oversized statement plants. The company operates the Walking Plants System (WPS) for automated order processing and has built a proprietary Datagreenhouse for data-driven production planning and sales optimization.

Differentiator

Problem solved

Functional benefit

Brands

• Green Jewels: Decorative packaging brand for plants using sustainable kraft paper with leaf illustrations in green shades, fully recyclable and reusable up to seven times.
• Air So Pure
• Forever Plants by Divine
• Green Mixes
• XL Collection

Products and services

• Tropical Pot Plants (Core Assortment) Broad assortment of approximately 180 varieties of tropical potted plants including Yucca, Dracaena, Ficus, Curcuma, Monstera, Alocasia, Calathea, Strelitzia, Areca, and Sansevieria in compact to XL formats, cultivated at three Westland production sites and supplied to B2B wholesale and retail customers.
• XL Collection Extra-large tropical statement plants positioned as 'green furniture pieces' for offices and interiors, including Monstera (130cm), Yucca Maya Tree (160cm), Strelitzia Nicolai (150cm), Alocasia Zebrina (120cm), and Ficus Lyrata. Cultivated at the 's-Gravenzande location under the Forever Plants by Divine joint venture.
• Green Mixes Pre-selected and sorted combinations of houseplants aligned by type, size, stems, and heads per plant, automatically assembled through the Walking Plants System and ready for retail display at garden centers and DIY chains.

Quantifiable outcome

• Plants processed at working height (95% of assortment)
• +3 more outcomes

Named customers6 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

Feature6 records

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Green Growers Group BVcoreStrategic or Co-development Partner · 9 October 2024Holding company created through merger of Forever Plants, Divine Flowers, and Forever Plants by Divine. Unites three ornamental horticulture businesses under one ownership structure to strengthen market position and commercial strategy.
• Gibbs Analytics ConsultingcoreTechnology or Integration · 22 February 2022Collaboration with Gibbs Analytics Consulting to build the custom Datagreenhouse data warehouse and develop dashboards, analyses, and algorithms for sales forecasting and inventory management. Gibbs helps transform raw data into actionable insights through automated reporting.
• Divine Flowers / Anjerkwekerij NieuwlandcoreStrategic or Co-development Partner · 4 November 2021Joint venture Forever Plants by Divine at Bagijneland in 's-Gravenzande for XL-sized plant cultivation. Three young entrepreneurs (Sara Doelman, Jonas Doelman, Jolien van Uffelen) manage operations. Partnership expanded and led to full merger in October 2024 under Green Growers Group BV.
• Kwekerij PostPlants (Pijnacker)majorStrategic or Co-development Partner · 8 January 2021Partnership with Anthurium specialist expanding production capacity by 2 hectares to approximately 6 hectares total. Added 15 new plant varieties including Calathea, Alocasia, Philodendron, Musa, and Monstera. First plants delivered from June 2021.
• Trias Westland (Cooperative)coreStrategic or Co-development Partner · 21 October 2019Geothermal energy cooperative with 40-48 member companies. After 8 years of development, the project provides sustainable heating from underground sources. The company has been using geothermal heat for two months without gas consumption and is planning a second well.
• PlantsomecoreGTM or Marketing Partner · 2 November 2018Online consumer platform for houseplant sales and delivery in the Netherlands and Belgium. Founded by Axel Persoon (son of Erik Persoon). Plantsome provides market data and trend insights that inform Forever Plants' product planning and assortment decisions.
• FloraXchange / FloridaymajorChannel Partner/ Reseller/ DistributorDigital marketplace platform for B2B plant sales where Forever Plants maintains a grower profile and offers quick-buy functionality for exporters to purchase products.
• Air So PureminorStrategic or Co-development PartnerAir purification certification program for houseplants. Forever Plants offers a selection of certified plants that actively clean indoor air by removing harmful substances and increasing humidity.
• World Horti CenterminorStrategic or Co-development PartnerInnovation and education center connecting horticulture companies with students and educational institutions to promote the industry and develop future talent.
• Central American Supplier Nurseries (Costa Rica, Guatemala)majorStrategic or Co-development PartnerPartner nurseries in Costa Rica (producing Dracaena varieties) and Guatemala (producing Yucca plants). Six long-term supplier relationships providing young plants that are shipped in temperature-controlled containers and undergo quality control by Dutch Plant Protection Service before integration into production.

Scale indicators8 records

Recent moves10 records

Expansion highlights7 records

Direct peers

• Anthura: Dutch Anthurium and orchid breeder/grower based in Bleiswijk. Directly comparable as a Netherlands-based ornamental pot plant specialist selling to European wholesale and retail channels with similar product breadth and greenhouse production.
• Opti-flor: Dutch Phalaenopsis orchid producer serving European wholesale and retail. Comparable Dutch pot plant grower with greenhouse production, similar sustainability ambitions, and overlapping export customer base.
• Sion Orchids: Dutch Phalaenopsis orchid grower. Comparable mid-sized Dutch pot plant producer supplying European retail chains, with overlapping customer base (DIY, supermarkets, garden centers) and similar B2B wholesale go-to-market.
• Ter Laak Orchids: Dutch Phalaenopsis and tropical orchid grower. Comparable mid-sized Dutch pot plant producer using advanced greenhouse automation and sustainable energy, selling through European wholesale channels.
• Florensis: Dutch breeder and producer of young plants and pot plants (Pelargonium, Poinsettia, Primula). Comparable Netherlands-based ornamental horticulture producer with greenhouse production and European B2B distribution.
• KP Holland: Dutch pot plant specialist (Kalanchoe, Curcuma, Spathiphyllum). Closely comparable mid-sized grower with similar assortment, greenhouse production model, and B2B sales to European supermarkets and garden centers.

Broad incumbents

• Dümmen Orange: Global leader in ornamental plant breeding and propagation, headquartered in the Netherlands. Comparable as Dutch ornamental horticulture incumbent operating at much greater scale across cut flowers, pot plants, and bedding plants worldwide.
• Syngenta Flowers: Global ornamental seeds and cuttings business within Syngenta. Comparable as a large-scale ornamental plant breeder producing input genetics for the pot plant and cut flower value chain, partially overlapping with Forever Plants' propagation needs.
• Beekenkamp Group: Large Dutch ornamental horticulture group active across pot plants, bedding plants, and chrysanthemums. Comparable as a Netherlands-based ornamental producer serving European retail with broader portfolio scale than Forever Plants.
• Royal Van Zanten: Dutch breeder and producer of cut flowers and pot plants (Chrysanthemum, Lily, Aster). Comparable established Dutch ornamental horticulture company with broader category scope and global distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/forever-plants-group

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries4 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 Forever Plants Group