Gebr. Vletter & Den Haan

What Gebr. Vletter & Den Haan does

Gebr. Vletter & Den Haan BV is a privately held Dutch ornamental-breeding company headquartered in Rijnsburg, Netherlands, that operates as the worldwide market leader in lily breeding (lelieveredeling). The company propagates, selects, and breeds proprietary lily varieties with stated emphasis on new forms and colors, disease resistance, and post-harvest durability (houdbaarheid), running the full breeding-to-flowering process through its own laboratory and greenhouse facilities, including a 3,000 m2 show greenhouse for variety display.

The core product is a catalog of over 200 lily varieties organized into eight hybrid sub-categories — LO, LA, OT, Oriental, Asiatic, Longiflorum, Double-flowered, and Miscellaneous — each branded with the registered trademark (®) symbol and presented via individual product pages, a mobile application (iOS and Android), and an annual Dutch Lily Days event. The company does not sell bulbs directly to end consumers; instead it licenses its varieties to a global network of 150+ commercial bulb growers operating under contract or license across North America, South America, Europe, Asia, Africa, and Oceania.

Revenue is generated primarily through licensing royalties on cultivated lily bulbs sold by the licensed grower network. The company is an active shareholder in GenNovation, a 2017 joint venture with Anthura, Florensis, and Dekker Chrysanten that operates a dedicated laboratory (opened 2020) for genetic-marker-based breeding technologies; in March 2023, Vletter & Den Haan extended this collaboration with Dekker Chrysanten specifically into chrysanthemum breeding. With only 11 employees, the firm operates as a lean, IP- and partnership-driven breeding platform rather than a vertically integrated grower.

Name

Gebr. Vletter & Den Haan

Legal name

Gebr. Vletter & Den Haan BV

Website

https://vletterdenhaan.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Gebr. Vletter & Den Haan BV is a Dutch lily breeder and the worldwide market leader in lily breeding, licensing its portfolio of 200+ proprietary varieties to a global network of 150+ commercial bulb growers across six continents via royalty agreements.

Ownership category

akta.pro rank

Product category

Ornamental Plant Breeding

NAICS

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

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industries

Plant Breeding & Variety Development (Conventional) (AFAGAIAF), Seed Trait Licensing & IP Management (Licensing, freedom-to-operate) (AFABALAJ), Transformation & Tissue Culture Platforms (Plant regeneration, delivery systems) (AFABALAH)

Keywords

• Lily breeding
• Flower bulb varieties
• Ornamental horticulture
• Plant licensing
• Bulb distribution

Headquarters

HQ city

Rijnsburg

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Lily Bulb Licensing and Contracts: The company licenses its lily varieties to over 150 growers worldwide who produce bulbs under contract or license agreements. Revenue is generated through licensing royalties from the cultivated lily bulbs sold globally.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Gebr. Vletter & Den Haan BV breeds, selects, and propagates proprietary lily bulb varieties, maintaining a portfolio of more than 200 varieties organized into eight hybrid categories (LO, LA, OT, Orientals, Asiatics, Longiflorums, Double-flowered, and Miscellaneous). The company licenses these varieties to a global network of more than 150 commercial bulb growers who cultivate the bulbs under contract or license for distribution across North America, South America, Europe, Asia, Africa, and Australia. Quality is controlled through in-house laboratory testing and greenhouse trials covering the full process from breeding through flowering.

Product overview

Gebr. Vletter & Den Haan BV is a worldwide market leader in lily breeding, operating as a single unified product company centered on the breeding, selection, cultivation, and global distribution of proprietary lily bulb varieties. The core offering consists of the Lelies (Lilies) product catalog organized into eight hybrid sub-categories: LO hybriden, Aziaten, Orientals, Longiflorums, OT hybriden, LA hybriden, Dubbelbloemig, and Diversen. Each variety is trademarked with the ® symbol and has its own product page with images and specifications. The company supports its product with a proprietary mobile application (iOS/Android) for browsing the assortment and locating dealers, a show greenhouse facility for in-person variety viewing, and a global dealer network of 150+ licensed growers. All products share the common pillars of quality breeding, disease resistance, shelf-life durability, and extensive laboratory and greenhouse testing.

Differentiator

Problem solved

Functional benefit

Products and services

• Lily Bulb Varieties (Lelies)
• LO Hybrids (LO hybriden) Hybrid lily sub-category combining Longiflorum and Oriental characteristics, bred for specific flower forms, colors, and growing traits. Licensed to commercial bulb growers within the main lily catalog offering.
• Asiatics (Aziaten) Asian lily hybrids known for early blooming, wide color range, and suitability for various climates, sold as part of the lily catalog offering to licensed growers.
• Orientals Oriental lily hybrids with large, fragrant flowers, distinctive patterns, and rich colors, distributed via the licensed dealer network.
• Longiflorums Longiflorum lily hybrids with trumpet-shaped flowers, traditionally white and fragrant, distributed to licensed growers.
• OT Hybrids (OT hybriden) Oriental-Trumpet lily hybrids combining the fragrance and flower size of Orientals with the hardiness and color range of Trumpet lilies, licensed to commercial growers.
• LA Hybrids (LA hybriden) Longiflorum-Asiatic hybrids combining the elegant trumpet shape of Longiflorums with the vibrant colors of Asiatics, distributed via the licensed dealer network.
• Double-flowered Lilies (Dubbelbloemig) Double-flowered lily varieties with multiple petals per bloom, offering unique ornamental value, sold under license to commercial bulb growers.
• Miscellaneous Lily Varieties (Diversen) Additional lily varieties that do not fall into the main hybrid categories, included in the licensed catalog.
• Vletter & Den Haan Mobile App Official mobile application available for iOS and Android featuring event updates, lily innovations, news, full assortment catalog with detailed variety information, and an interactive dealer-locator map for growers and trade visitors.
• Show Greenhouse (Showkas) 3,000 m² show greenhouse at the Rijnsburg headquarters where more than 200 lily varieties are displayed, including during the annual Dutch Lily Days event for international visitors, growers, and trade customers.
• Licensed Dealer Network Global network of more than 150 companies that cultivate Vletter & Den Haan lily bulbs under contract or license across North America, South America, Europe, Asia, Africa, and Australia, including named partners such as Flamingo Holland Inc., Van den Bos Flowerbulbs, Zabo Plant, CNB, HOBAHO, IGH BV, Nakamura-Noen, and Yamaki Noen.

Named customers12 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Dekker ChrysantencoreStrategic or Co-development Partner · 1 March 2023Gebr. Vletter & Den Haan BV collaborates with Dekker Chrysanten to accelerate chrysanthemum breeding using genetic markers. Genetic markers are short DNA segments used to identify traits before plants reach maturity, speeding up the breeding process.
• GenNovationcoreStrategic or Co-development Partner · 1 January 2017GenNovation is a joint venture founded in 2017 by four ornamental horticulture breeders (Anthura, Florensis, Dekker Chrysanten, and Gebr. Vletter & Den Haan). The partnership focuses on accelerating breeding technologies through genetic markers and molecular analysis. Vletter & Den Haan participates as a shareholder in this collaborative R&D initiative.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/vletterdenhaan
• Instagraminstagram.com/vletterdenhaan
• LinkedInlinkedin.com/company/vletter-and-den-haan

Revenue estimate

Valuation estimate

Number of profiles

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 Gebr. Vletter & Den Haan