Suntory Flowers Europe

What Suntory Flowers Europe does

Suntory Flowers Europe BV is a Dutch plant-breeding and intellectual-property licensing company headquartered in Leimuiderbrug, North Holland. Founded in its current form in 2016 from the merger of Moerheim New Plant and Suntory Flowers Limited, the company traces its horticultural lineage to Koninklijke Kweekerij Moerheim (established 1888) and serves as the master licensee for all Suntory® plant genetics in Europe. The core technology is vegetative plant breeding across multiple ornamental genera (Petunia, Mandevilla, Pericallis, Euphorbia, Calibrachoa, Bidens, Verbena, Scaevola, Catharanthus, and others), producing a portfolio of 16+ registered branded varieties such as Surfinia® (the No.1 trailing Petunia in Europe), Sundaville® (the world's No.1 Mandevilla), Senetti®, Soirée®, Princettia®, and Beedance®.

The company monetizes its genetics through two revenue streams: licensing of proprietary plant varieties to commercial propagators and growers (royalties), and direct sale of young plants, cuttings, seeds, and source material to licensed partners. Pricing follows B2B wholesale unit pricing with a EUR 250 minimum order, VAT and transport excluded, and statutory damages of EUR 0.55 per unauthorized multiplied plant for breeder's-rights violations. Suntory Flowers Europe does not sell to private consumers; instead, it relies on a network of 50+ licensed propagators and growers — including Florensis, Selecta One, Syngenta Flowers, Beekenkamp, and Ball Horticultural — that propagate and distribute varieties across global markets.

Customer segments are exclusively commercial horticulture businesses (propagators and growers), reached via brand-specific consumer-facing websites, LinkedIn, an email newsletter, and industry events such as FlowerTrials. The company holds GDPR-compliant data practices, multiple plant variety trademarks and breeder's rights, and has won industry recognition including the FleuroStar Award 2023. Headcount is small (13 employees), consistent with an IP-management and licensing model rather than direct production.

Name

Suntory Flowers Europe

Legal name

Suntory Flowers Europe BV

Website

https://suntoryflowerseurope.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Suntory Flowers Europe BV is a Dutch plant-breeding and licensing company that serves as the master licensee for Suntory® plant genetics in Europe. It breeds, markets, and licenses 16+ registered ornamental plant varieties (including Surfinia® and Sundaville®) to a global network of 50+ commercial propagators and growers.

Ownership category

akta.pro rank

Product category

Ornamental Plant Breeding

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Floriculture Production (111422)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

Keywords

• Ornamental plant breeding
• Vegetative plant varieties
• Horticulture licensing
• Bedding plant genetics
• Young plant supply

Headquarters

HQ city

Leimuiderbrug

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Plant Variety Licensing: Licensing of proprietary plant genetics to propagators and growers. The company breeds and develops new plant varieties and grants licenses to commercial growers for propagation and sale.
2. Sale of Young Plants, Cuttings, and Seeds: Sale of young plants, cuttings, seeds, and source material to licensed propagators and growers. Products include vegetative cuttings and seeds of ornamental plant varieties.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Suntory Flowers Europe is a B2B plant breeding company that develops proprietary ornamental plant varieties and acts as the European master licensee for Suntory® genetics. It breeds, selects, brands, and licenses its varieties (Surfinia, Sundaville, Senetti, Soirée, Beedance, Princettia, Million Bells, Lofos, Granvia, Grandaisy, Sunpuma, Surdiva, Stardiva, Temari, Tapien, Surdaisy) to commercial propagators and growers, and supplies young plants, cuttings, and seeds to those licensees. The company does not sell to private persons.

Product overview

Suntory Flowers Europe is a plant breeding company managing European rights and master licensee for all Suntory® genetics. The company operates a multi-brand portfolio of ornamental plant varieties including Surfinia® (trailing Petunia - No.1 in Europe), Sundaville® (Mandevilla/Dipladenia - World's No.1), Senetti® (Pericallis with re-blooming ability), Soirée® (Catharanthus roseus from Japan), Beedance® (Bidens for pollinators), Princettia® (Euphorbia/Poinsettias), Grandaisy® (Argyranthemum), Granvia® (Xerochrysum), Million Bells® (Calibrachoa), Lofos® (Lophospermum), Sunpuma® (Ipomoea), Surdiva® (Scaevola), Stardiva® (Scaevola), Temari® (Verbena), Tapien® (Verbena), and Surdaisy® (Brachyscome). Founded in 1989, the company specializes in breeding, selecting, marketing, and licensing of innovative and superior quality bedding plants. Suntory Flowers Europe resulted from the merger of Moerheim New Plant and Suntory Flowers Limited, continuing a 30+ year partnership, with roots dating back to Koninklijke Kweekerij Moerheim from 1888.

Differentiator

Problem solved

Functional benefit

Products and services

• Surfinia® Trailing Petunia (vegetative) variety series sold to licensed commercial propagators and growers; known for brilliant cascading flowers used in window boxes, balcony plantings, and hanging baskets. Brand recognized as the No.1 trailing Petunia in Europe.
• Sundaville® Mandevilla / Dipladenia variety series sold to licensed propagators and growers; strong and healthy plants suitable for almost every climate, used as patio plants, balcony boxes, hanging baskets, and bedding plants. World's No.1 Mandevilla brand.
• Senetti® Pericallis variety series sold to licensed propagators and growers; thrives in low temperatures and provides high color impact early in the season, with a unique re-blooming ability from early spring until summer. Available in vivid blues, magentas, violets and bicolors.
• Soirée® Catharanthus roseus variety series traditionally crafted in Japan; raised from cuttings, designed for easy maintenance and hot temperature resistance. Sold to licensed commercial propagators and growers.
• Beedance® Bidens variety series sold to licensed propagators and growers; easy to propagate, roots fast, grows effortlessly, and supports bees and butterflies for biodiversity.
• Princettia® Euphorbia (Poinsettia) variety series offering vibrant seasonal color displays; sold to licensed propagators and growers in the European horticultural trade.
• Grandaisy® Argyranthemum variety series sold to licensed propagators and growers; known for daisy-like flowers and reliable garden performance.
• Granvia® Xerochrysum (strawflower/bracteantha) variety series sold to licensed propagators and growers; long-lasting color for garden and container use.
• Million Bells® Calibrachoa variety series sold to licensed propagators and growers; abundant small petunia-like flowers in numerous colors.
• Lofos® Lophospermum variety series sold to licensed propagators and growers; attractive trailing habit and colorful flowers, self-cleaning, with natural resistance to disease and insects.
• Sunpuma® Ipomoea (sweet potato vine) variety series sold to licensed propagators and growers; used for foliage impact in garden and container plantings.
• Surdiva® Scaevola variety series sold to licensed propagators and growers; fan-shaped flowers with reliable garden performance.
• Stardiva® Scaevola variety series sold to licensed propagators and growers; star-shaped flowers with trailing habit.
• Temari® Verbena variety series sold to licensed propagators and growers; vibrant flowering displays for garden and container use.
• Tapien® Verbena variety series sold to licensed propagators and growers; garden and container use.
• Surdaisy® Brachyscome variety series sold to licensed propagators and growers; small daisy-like flowers for garden and container use.
• Young plants, cuttings, and seeds supply Sale of young plants, cuttings, seeds, and source material of proprietary ornamental varieties to licensed commercial propagators and growers. Subject to a minimum order value of EUR 250 and standard wholesale terms (prices exclude VAT, duties, and transport).
• Variety licensing to propagators and growers Granting of propagation and commercialization licenses for proprietary plant varieties to commercial horticulture businesses across Europe and selected global markets. The company acts as the European master licensee for Suntory® genetics.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• FlorensiscoreChannel Partner/ Reseller/ DistributorMajor propagator distributing Suntory Flowers Europe varieties to growers
• Selecta OnecoreChannel Partner/ Reseller/ DistributorLeading European propagator and grower of ornamental plants distributing proprietary varieties
• Syngenta FlowerscoreChannel Partner/ Reseller/ DistributorGlobal horticultural company propagating and distributing Suntory Flowers Europe varieties
• Beekenkamp PlantscoreChannel Partner/ Reseller/ DistributorDutch propagator specializing in young plant production for ornamental horticulture
• Ball Horticultural CompanycoreChannel Partner/ Reseller/ DistributorInternational horticultural company distributing ornamental plant varieties
• FleuroselectcoreStrategic or Co-development PartnerInternational ornamental plant breeders association; awarded FleuroStar Award 2023 to Sundaville Double Blush Pink
• PlantumminorOthersDutch trade association for ornamental horticulture; their General Terms apply alongside Suntory Flowers Europe conditions

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Syngenta Flowers: Global horticultural breeding business (part of Syngenta Group) developing and licensing flower and pot plant varieties. Competes directly in the same European ornamental genetics market and is also a Suntory Flowers Europe licensee.
• Florensis: European propagator and breeder of young ornamental plants serving growers and retailers. Direct peer in the bedding and balcony plant segment and a current distribution partner of Suntory Flowers Europe.
• Ball Horticultural Company: International horticultural company developing and distributing flower and plant varieties worldwide, including PanAmerican Seed. Comparable in branded ornamental genetics and also a licensee of Suntory Flowers Europe.
• Sakata Ornamentals: Breeding division of Sakata Seed Corporation focused on ornamental flowers and pot plants globally. Direct peer in developing and licensing branded ornamental varieties, including comparable competition in the Catharanthus/Pericallis categories.
• Beekenkamp Plants: Dutch breeder and producer of ornamental young plants across pot plants, bedding plants, and chrysanthemums. Direct peer in European ornamental genetics and a current propagation partner of Suntory Flowers Europe.
• Dümmen Orange: Global leader in ornamental plant breeding and propagation with a vertically integrated model across cut flowers, potted plants, and bedding plants. Closest large-scale competitor to Suntory Flowers Europe in branded ornamental genetics.
• PanAmerican Seed: Global wholesale seed breeder (part of Ball Horticultural) producing flower and ornamental varieties for the professional horticulture market. Comparable in branded genetics development and supply to growers.
• Selecta One: One of Europe's leading ornamental plant breeders and producers, offering a broad portfolio of vegetative annuals and perennials. Directly comparable to Suntory Flowers Europe in breeding-driven bedding plant innovation, and also a licensee partner.

Emerging players

• Benary: Family-owned German breeder specializing in flower seed varieties (Begonia, Pelargonium, Impatiens, etc.) for professional horticulture. Comparable in breeding-driven ornamental genetics with a strong European presence.
• Westhoff (Westflowers): German breeder focused on innovative bedding and balcony plant varieties (e.g., Petunia, Calibrachoa, Verbena). Comparable in branded ornamental breeding with overlapping categories to Suntory's Surfinia® and Million Bells®.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/suntoryflowerseurope

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Suntory Flowers Europe