Future Flowers BV
Future Flowers BV is a privately held Dutch cut-flower grower founded in 2001, specializing exclusively in ten varieties of year-round Calla lilies produced at its De Lier greenhouse and sold to flower exporters, florists and Royal FloraHolland auction buyers via direct, auction and Decorum channels.
- Company typePrivate
- Founded2001
- HeadquartersDe Lier, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Future Flowers BV does
Future Flowers BV is a privately held Dutch horticultural company specializing in the cultivation of Calla lily cut flowers. Founded in 2001 by Coen and Eric Jansen in Naaldwijk, the company relocated to a larger greenhouse facility in De Lier in 2017 and now grows ten distinct Calla varieties, of which seven are produced year-round. The business operates at small scale, with approximately six employees including co-founder Eric Jansen as operational lead and Michael van Meurs handling direct sales to exporters.
The company's core production is built around modern climate-mimicking greenhouse cultivation techniques that allow year-round Calla output from Dutch soil, replacing a historical reliance on the single white variety Crystal Blush with a diversified varietal portfolio that includes Arabian Night, Captain Ventura, Captain Odeon, Durban, Gold Medal, Ivory Art, Odessa, Sweet Art and Zazu. Flowers are sorted into standardized lengths (40, 50, 60 and 70 centimeters) and graded for vase life, colour and stem flexibility. The company is a member of the Decorum growers' association, gaining access to a cooperative premium brand and shared sales and logistics infrastructure.
Future Flowers monetizes through B2B cut-flower sales via four channels: direct daily-trade sales by phone and email, direct sales of larger or longer-term orders via its dedicated salesperson, Royal FloraHolland auctions at Aalsmeer, Rijnsburg and Naaldwijk, and the Decorum online marketplace and webshop. A logistics hub at the auction supports single-package pickup. Customer segments are flower exporters (primary), Royal FloraHolland wholesale auction buyers, and professional florists serving bridal, funeral and decorative end markets. There is no public revenue disclosure, no external funding and no AI or software product component.
Future Flowers BV firmographics
Firmographics- Name
- Future Flowers BV
- Legal name
- Future Flowers BV
- Website
- https://future-flowers.nl
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Future Flowers BV is a privately held Dutch cut-flower grower founded in 2001, specializing exclusively in ten varieties of year-round Calla lilies produced at its De Lier greenhouse and sold to flower exporters, florists and Royal FloraHolland auction buyers via direct, auction and Decorum channels.
- Ownership category
- akta.pro rank
Future Flowers BV industry classification
Industry- Product category
- Cut Flowers
- NAICS
- Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Floriculture Production (11142)
- akta.pro primary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
- akta.pro secondary industry
- Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH)
Keywords
Where Future Flowers BV is headquartered
LocationHeadquarters
- HQ city
- De Lier
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Future Flowers BV business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Cut Flower Sales: Direct sales of Calla cut flowers to exporters, florists, and through Royal FloraHolland auction. Flowers sorted in lengths of 40, 50, 60, and 70 centimeters. Year-round and seasonal varieties available.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels1 record
Future Flowers BV product offering
Product offeringCore offering
Future Flowers BV grows and sells Calla lily cut flowers from a modern greenhouse facility in De Lier, the Netherlands. The company cultivates ten distinct Calla varieties (with seven available year-round and additional seasonal varieties) in lengths of 40, 50, 60, and 70 centimeters, and sells them directly to flower exporters, florists, and through the Royal FloraHolland auction and the Decorum growers' association marketplace.
Product overview
Future Flowers BV is a Dutch cut flower cultivation company specializing in Calla lilies, operating as a single-product horticultural business with a portfolio of ten distinct Calla varieties. The company sells directly to exporters and through Royal FloraHolland auction, with logistics managed via a hub at the auction in partnership with Decorum growers' association. Their varieties include Arabian Night (deep dark), Captain Ventura (off-white), Captain Odeon (flamed orange), Crystal Blush (small white/pink), Durban (magenta-purple), Gold Medal (ochre yellow), Ivory Art (pure white), Odessa (black), Sweet Art (white to pink), and Zazu (uniform pink), sorted in lengths of 40, 50, 60, and 70 centimeters.
Differentiator
Problem solved
Functional benefit
Products and services
- Arabian Night A deep dark-colored Calla variety from Future Flowers known for its elegance and outstanding vase life. Available year-round.
- Captain Ventura An off-white Calla with a medium-sized calyx, popular for use in exclusive floral arrangements for ornamental, mourning, and wedding purposes. Available year-round.
- Captain Odeon A flamed Calla with warm orange coloring under optimal conditions, particularly suitable for autumn bouquets, bridal, and funeral arrangements. Available in spring and autumn.
- Crystal Blush A small-flowered Calla variety that has been a household name since the company's founding in 2001, beloved for its wide applicability and must-have status for florists.
- Durban A strong and stylish cut Calla distinguished by its intense magenta-purple color, valued for reliable production, long vase life, and exclusive appearance.
- Gold Medal An ochre-yellow Calla variety popular especially at Easter, known for brightening spring bouquets. Grown year-round.
- Ivory Art A stylish white Calla distinguished by its pure white color and elegantly rounded spathe, creating a timeless and luxurious accent in floral designs with excellent quality and vase life.
- Odessa A rare black-colored Calla variety with a relatively small calyx and pliable stem, suitable for many special creations. Grown by Future Flowers as a unique variety.
- Sweet Art A Calla designed for special moments, featuring colors ranging from white to soft pink, creating beautiful shades that blend effortlessly into bouquets with white and pink tones.
- Zazu An elegant Calla with a uniform pink color and calm, refined appearance. A versatile variety suitable for both modern bouquets and special occasions, combining well with pastel tones and white. Available in spring and summer.
Quantifiable outcome
- 7 varieties available year-round
- +1 more outcomes
Companies that use Future Flowers BV
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Future Flowers BV technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Future Flowers BV partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Decorum (Telersvereniging)coreFuture Flowers joined Decorum, a growers' association of like-minded growers selling their best flowers and plants under the joint Decorum brand. Cooperation within the group is central. From 2021, cooperation intensified with the appointment of a joint salesman and commissioning of a logistics distribution centre at Royal FloraHolland Rijnsburg.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Future Flowers BV competitors and assessment
Company assessmentBroad incumbents
- Hilverda de Boer B.V. Hilverda de Boer is a major Dutch cut flower exporter purchasing from growers like Future Flowers and serving international florist and wholesaler networks across Europe and beyond.
- Dümmen Orange: Dümmen Orange is a leading Dutch ornamental plant breeder and propagator working across cut flowers and potted plants, comparable as a Dutch horticultural industry incumbent with broad flower category exposure.
Direct peers
- Marginpar B.V. Marginpar is a Dutch cut flower grower producing a broad portfolio of summer flowers and specialty blooms through similar greenhouse cultivation methods and Royal FloraHolland distribution channels.
- Greenflor B.V. Greenflor is a Dutch Calla specialist grower based in the Westland region, directly competing with Future Flowers in greenhouse Calla production and wholesale distribution through similar Dutch auction channels.
Emerging players
- Anthura B.V. Anthura is a Dutch breeding company specializing in Calla and Anthurium varieties, operating one step upstream of Future Flowers as a propagator and breeder supplying young plant material to Calla growers globally.
Others
- Royal FloraHolland: Royal FloraHolland is the Dutch cooperative flower auction platform in Aalsmeer, Rijnsburg, and Naaldwijk through which Future Flowers sells a significant portion of its Calla production to wholesale buyers.
- Decorum Growers Association: Decorum is the Dutch growers' association of premium flower and plant producers that Future Flowers joined in 2017, providing joint marketing, sales, and logistics infrastructure for member growers.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Future Flowers BV social profiles
Digital presenceFuture Flowers BV financial estimates
Financial estimateRevenue estimate
Valuation estimate
Future Flowers BV leadership team
Management profileNumber of profiles
Profiles2 records
Future Flowers BV funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Future Flowers BV M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Future Flowers BV
What does Future Flowers BV do?
Future Flowers BV grows and sells Calla lily cut flowers from a modern greenhouse facility in De Lier, the Netherlands. The company cultivates ten distinct Calla varieties (with seven available year-round and additional seasonal varieties) in lengths of 40, 50, 60, and 70 centimeters, and sells them directly to flower exporters, florists, and through the Royal FloraHolland auction and the Decorum growers' association marketplace.
Is Future Flowers BV a public or private company?
Future Flowers BV is a private company. It is classified as family owned and is currently operating.
When was Future Flowers BV founded?
Future Flowers BV was founded in 2001. It employs 1 to 10 people.
Where is Future Flowers BV based?
Future Flowers BV is headquartered in De Lier, Netherlands, in the Europe region.
How does Future Flowers BV make money?
One revenue line is on record: cut Flower Sales.
Who are Future Flowers BV's main competitors?
Broad incumbents on record are Hilverda de Boer B.V. and Dümmen Orange. Direct peers are Marginpar B.V. and Greenflor B.V.. Anthura B.V. is listed as an emerging player. Others are Royal FloraHolland and Decorum Growers Association.
Does Future Flowers BV have an API?
No public API is recorded for Future Flowers BV.
What industry is Future Flowers BV in?
Future Flowers BV's product category is Cut Flowers. Its primary akta.pro industry code is AFAGAHAD, Greenhouse Floriculture (Cut Flowers), with a secondary code of AFAGAHAH, Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics). Its NAICS code is 1114.