Queen® Flowers

What Queen® Flowers does

Queen® Flowers (legally A/S Knud Jepsen, CVR DK11757278) is a Danish, third-generation family-owned horticulture company founded in 1939 near Aarhus, Denmark, and is the world's largest producer of Kalanchoe plants. The company operates 120,000 m² of greenhouse production at its main nursery in Hinnerup, with additional production in Turkey (Queen® Türkiye, established 2010), Vietnam (Dalat Hasfarm partnership, 2004), and the Netherlands (brand partners). Its core product portfolio centers on Kalanchoe in multiple forms — potted plants (10.5 cm medium range), cut flowers (Queen® CutFlowers™ introduced 2012), 5-stem bundles, outdoor varieties, and the patented RoseFlowers™ double-flowering line (introduced 2002, EU and North America patents). Sub-brands include MoreFlowers™ (64-petal varieties), ElseFlowers™ (two-colored Kalanchoe launched 2018), Tiara Euphorbia™, and Queen® Wildflowers.

The business operates a dual-channel model: B2C direct-to-consumer e-commerce via queenflowers.dk (Denmark-only delivery, 249 DKK bouquets, 65-79 DKK bundles, 39 DKK shipping, subscription services with flexible frequency from weekly to every 10 weeks), and B2B wholesale through a dedicated B2B portal serving supermarkets, garden centers, and wholesalers. Third-party retail partners in Denmark include Rema1000, Føtex, Bilka, Plantorama, Lidl, and Netto, while Dutch distribution runs through Intratuin, Van Beest Bloemen en Planten, Tuincentrum Ockenburgh, and Tuincentrum Leurs. Dutch brand partners (Laurant Fleur, Jan van Luijk, Pligt Professionals) produce Queen Flowers-branded products under license for European B2B distribution. The company maintains MPS-A, MPS-GAP, and MPS-SQ certifications since 1998, holds the 2015 Green Entrepreneur of the Year and 2024 Danish Horticultural Innovation Award, and operates a wholly owned subsidiary Queen® Genetics (established 2014) for product development across multiple plant species. Revenue is not publicly disclosed.

Name

Queen® Flowers

Legal name

A/S Knud Jepsen

Website

https://queenflowers.dk

Company type

Private

Founded year

1939

Operating status

Operating

Headcount range

51–100 employees

Short description

Queen® Flowers (A/S Knud Jepsen) is a Danish third-generation family-owned horticulture company founded in 1939 and the world's largest Kalanchoe producer, selling branded potted plants, cut flowers, and bouquets through Danish and Dutch retail chains, EU B2B wholesale, and a Denmark-only direct-to-consumer e-commerce site with subscriptions.

Ownership category

akta.pro rank

Product category

Horticulture / Cut Flowers and Potted Plants

NAICS

Nursery and Floriculture Production (11142), Florists (45931), Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industries

Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG), Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH)

Keywords

• Kalanchoe production
• Cut flower bouquets
• Potted plants wholesale
• Flower subscription services
• Horticulture distribution

Headquarters

HQ city

Hinnerup

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through company webshop to end consumers in Denmark. Products include bouquets (12 stems, priced at 249 DKK), bundles (5 stems, 79 DKK), potted plants, outdoor plants, succulents, gift items and subscription services. Standard shipping fee of 39 DKK per delivery.
2. B2B Wholesale and Retail Distribution: Sales to wholesalers, garden centres and supermarket chains through dedicated B2B portal. Products sold in Queen Flowers branded packaging. Brand partners in the Netherlands produce potted plants and cut flowers under license.
3. Flower Subscriptions: Monthly bouquet subscriptions (Luxury Bouquet and Girly Bouquet options) with flexible delivery frequency (weekly to every 10 weeks). No binding period, cancel anytime with 7 days notice. Automatic credit card withdrawals per delivery.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Queen® Flowers breeds, cultivates and sells Kalanchoe-based floral products in three core formats: potted indoor plants (10.5 cm single- and double-flowering), cut-flower bouquets and 5-stem bundles, and outdoor Kalanchoe for gardens and terraces. The range is extended with succulents, Tiara Euphorbia™ and Queen® Wildflowers, complemented by recurring flower subscriptions (Luxury and Girly Bouquet) and add-on gift items. All products are backed by a minimum 3-week flowering guarantee on cut flowers and a 6-week blooming guarantee on potted plants.

Product overview

Queen® Flowers operates as a vertically integrated horticulture company offering a comprehensive portfolio of Kalanchoe-based floral products. The core offering centers on potted plants (10.5cm Medium varieties, including single and double-flowering types) and cut flower products including CutFlowers bouquets and 5-stem bundles—all featuring the signature Kalanchoe with guaranteed minimum 3-week flowering for cut products and 6 weeks for potted plants. The product range extends to Outdoor Kalanchoe varieties for garden/terrace use, succulents, and Tiara Euphorbia™. Key sub-brands include RoseFlowers (double-flowering, patented), MoreFlowers (64-petal innovation), and ElseFlowers (two-colored varieties). The company also offers subscription services (Luxury and Girly Bouquet options) and gift items like chocolate truffles. Wildflowers represent a newer category described as elegant 'living bouquets.' All products share the signature Kalanchoe characteristics of minimal care requirements, exceptional longevity, and ethylene resistance.

Differentiator

Problem solved

Functional benefit

Brands

• Queen® Kalanchoe: The flagship brand launched in 1994 for premium kalanchoe potted plants, recognized for top quality, superior longevity, and constant development of new varieties and colours.
• CutFlowers™
• RoseFlowers™
• MoreFlowers™
• ElseFlowers™
• Tiara Euphorbia™
• Queen® Wildflowers
• Queen Grows Greener
• Queen® Genetics

Products and services

• Queen® CutFlowers Bouquets
• Bundles (5-stem Kalanchoe bundles)

Quantifiable outcome

• Minimum 3-week flowering guarantee on cut flowers and bouquets
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• Lars Korup (Queen® Türkiye)coreStrategic or Co-development Partner · 1 January 2010Lars Korup led establishment of Queen® Türkiye production facility in 2010. In 2014, Lars and brother Søren became co-owners with 10% of shares in A/S Knud Jepsen.
• Dalat Hasfarm (Vietnam)coreStrategic or Co-development Partner · 1 January 2004Vietnamese horticulture company producing quality cuttings for A/S Knud Jepsen. Established in 2004 as overseas contract production to supply the Danish operation with young plants.
• Laurant FleurcoreChannel Partner/ Reseller/ DistributorDutch Kalanchoe and Euphorbia grower. Specialises in Queen Flowers CutFlower production. Located in the Netherlands enabling efficient European logistics.
• Jan van LuijkcoreChannel Partner/ Reseller/ DistributorDutch Kalanchoe grower producing Queen Flowers potted plants. Specialises in 6 cm special varieties as perfect addition to any assortment. Located in the Netherlands.
• Pligt ProfessionalscoreChannel Partner/ Reseller/ DistributorDutch Kalanchoe and Euphorbia grower, newest Brand Partner. Producing 14 cm Queen Flowers Kalanchoes with 12 cm Kalanchoes and 14 cm Euphorbias coming soon. Located in the Netherlands.

Scale indicators7 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Euroflorist: European online flower delivery company operating across multiple European markets. Comparable to Queen Flowers in the B2C online flower retail segment, particularly for cross-border European consumer delivery, though Euroflorist does not operate its own production.
• Selecta One: German-based ornamental plant breeder specializing in poinsettias, pelargoniums, and other potted and bedding plants. Comparable to Queen Flowers as a European breeding-focused horticulture company with global distribution, though with different core species focus.
• Interflora: Global flower delivery network operating in over 150 countries with a network of local florists. While primarily a B2C delivery network rather than a producer, it competes in the end consumer floral purchase space alongside Queen Flowers' B2C webshop, particularly for gifting occasions.
• Syngenta Flowers: Global flower seed and young plant producer owned by Syngenta Group, offering breeding genetics across potted plants, bedding plants, and cut flowers. Competes in the same horticultural inputs space as Queen\u00ae Genetics but with broader crop coverage and resources from a major agribusiness parent.
• Dümmen Orange: One of the world's largest floriculture breeding companies headquartered in the Netherlands, producing cut flowers, potted plants, and bedding plants across hundreds of species. Operates globally with breeding programs similar to Queen\u00ae Genetics but at much larger scale across a broader portfolio.
• Ball Horticultural Company: US-headquartered major horticultural company with breeding, production, and distribution across flowers and vegetables. Comparable to Queen Flowers as a vertically integrated horticulture business with multi-species breeding programs, though Ball operates at substantially larger scale across North America, Europe, and Asia.

Direct peers

• Anthura: Dutch breeding and propagation company focused on Anthurium and orchids, with global production and a similar specialty-flower business model to Queen Flowers. Operates breeding programs supplying young plants to growers worldwide, comparable to Queen\u00ae Genetics' role within the Kalanchoe category.
• HilverdaKooij: Dutch flower breeder and producer specializing in cut flowers, potted plants, and garden plants. Closely comparable to Queen Flowers in business model as a vertically integrated Dutch horticulture company combining breeding, production, and global distribution across multiple ornamental species.
• Dalat Hasfarm: Vietnamese horticulture company established in 1994 that has been a contract production partner of Queen Flowers since 2004, producing quality cuttings for the Danish operation. Dalat Hasfarm also produces its own cut flowers and potted plants across Southeast Asia, making it a directly comparable floriculture producer with similar operating model.

Others

• Royal FloraHolland: The world's largest flower auction and marketplace based in the Netherlands, connecting growers to florists and retailers globally. Functions as an indirect partner in Queen Flowers' distribution network and ecosystem participant for the broader floriculture industry rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/KalanchoeQueen
• Facebookfacebook.com/Queenflowersdk
• LinkedInlinkedin.com/company/queenflowers
• Instagraminstagram.com/queenflowersdk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries2 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 Queen® Flowers