Vreugdenhil Bulbs & Plants

What Vreugdenhil Bulbs & Plants does

Vreugdenhil Bulbs & Plants is a third-generation Dutch family-owned horticultural business founded in 1938 and headquartered in 's-Gravenzande, Zuid-Holland, Netherlands. The company operates approximately 125,000 m² of greenhouse glass across three production locations in the Westland region (Monsterseweg, Rusthovenlaan in Monster, and Hoge Geest in Naaldwijk), cultivating a diverse portfolio of potted plants and flower bulbs including Amaryllis/Hippeastrum, Zantedeschia, Ornithogalum, Caladium, Canna, Cyclamen, and Calathea. Its product offering is organized around roughly ten proprietary consumer-facing sub-brands (Decorum, No Water Flowers, Flora Magica, Callalicious, Green Treasure, Garden Bouquet, Happy Moments, Maori, African Breeze, and Seasonal Products) alongside a bulk Dry Sale / bulb-trading division.

The company is differentiated by sustainability infrastructure rather than digital technology. Operational assets include over 990 solar panels, a Combined Heat and Power (CHP) system delivering up to 20% energy savings, a 6,000 m³ underground rainwater storage reservoir, an in-polder water treatment plant, Green Label Greenhouse certification at two sites, and 90% peat-free substrate cultivation. It holds MPS-A, MPS-GAP, MPS-SQ, GlobalG.A.P.-GRASP certifications. Notable product innovations include the wax-coated "No Water Flowers" Amaryllis bulbs co-developed with Greencre8 (2012, Glazen Tulp Award 2015) and exclusive Cyclamen varieties under the Happy Moments line sourced from Japan.

Commercially, Vreugdenhil operates a B2B sales-led model targeting large-scale retailers, specialized garden centers, wholesalers, and international buyers across North America (USA, Canada), East Asia (China), the UK, the Middle East, and broader Asia. Distribution occurs via direct sales, in-house domestic transport, the Floriday digital marketplace, and channel partnerships — most prominently the Decorum growers' alliance (partner since 2000) and an agency role for Abbott Ipco's Caladium tubers across Europe, the Middle East, and Asia. Revenue comes from one-time product sales of potted plants, dry bulb trading in container volumes for export, private-label customization, and agent/transaction fees on third-party Caladium distribution. Pricing is quote-based and not publicly disclosed. In July 2025 the company formed the VBP Breeding joint venture with NL van Geest BV to consolidate Amaryllis breeding rights, signaling backward vertical integration into genetics.

Name

Vreugdenhil Bulbs & Plants

Legal name

Vreugdenhil Bulbs & Plants

Website

https://vreugdenhilbp.com

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

11–50 employees

Short description

Vreugdenhil Bulbs & Plants is a third-generation Dutch family-owned greenhouse grower producing potted plants and flower bulbs across 125,000 m² of Westland glasshouses, serving B2B retailers, garden centers, and international bulb traders via ten proprietary sub-brands.

Ownership category

akta.pro rank

Product category

Horticultural Nursery — Flower Bulbs and Potted Plants

NAICS

Nursery and Floriculture Production (11142), Floriculture Production (111422), Greenhouse, Nursery, and Floriculture Production (1114), 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 industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

Keywords

• Flower bulb cultivation
• Potted plant nursery
• Horticultural greenhouse operations
• Amaryllis bulb production
• Floriculture wholesale supply

Headquarters

HQ city

's-Gravenzande

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Potted Plants and Bulbs Sales: Core revenue from growing and selling potted plants and bulbs including Amaryllis, Zantedeschia, Ornithogalum, Caladium, Canna, Cyclamen, and various seasonal products
2. Private Label Program: Custom product lines developed under customer's own brand name
3. Dry Sale / Bulb Trading: International trade of Amaryllis bulbs in large quantities including pot scales, dry sales, and wax products from various origins. Shipping by container to America, Canada, and China
4. Caladium Tuber Distribution: Agent role for Abbott Ipco - importing Caladium tubers, preparing, de-eyeing, and supplying to European growers and exporters

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Vreugdenhil Bulbs & Plants grows and sells a diversified portfolio of potted plants and flower bulbs from approximately 125,000 m² of greenhouse across three Westland locations in the Netherlands. The offering spans multiple branded ranges — Decorum (premium potted plants and cut flowers), Flora Magica (Hippeastrum/Amaryllis bulbs), Callalicious (Zantedeschia/Calla), No Water Flowers® (wax-coated Amaryllis bulbs that bloom without water), Green Treasure (Caladiums and Calatheas), Garden Bouquet (Canna), Happy Moments (Cyclamen), Maori (New Zealand shrubs), African Breeze (African-origin plants), and Seasonal Products — alongside a Dry Sale international bulb-trading division for large-quantity Amaryllis bulbs and Caladium tubers.

Product overview

Vreugdenhil Bulbs & Plants is a potted plant and bulb nursery with over 75 years of experience, operating approximately 125,000 m² of glass across three locations in the Westland region of the Netherlands. The company offers a diverse portfolio of brands under its core offering: Decorum as the premium quality brand for potted plants and cut flowers; Flora Magica for Hippeastrum (Amaryllis) bulbs; Callalicious for Zantedeschia (Calla) plants; No Water Flowers for wax Amaryllis bulbs that grow without water; Green Treasure for Caladiums and Calatheas; Garden Bouquet for Canna plants; Happy Moments for Cyclamen; Maori for New Zealand plants; African Breeze for African origin plants supporting conservation; and Seasonal Products for temporary offerings from partner growers. The company also operates a Dry Sale division for bulk bulb trading internationally.

Differentiator

Problem solved

Functional benefit

Brands

• African Breeze: African origin plants including Ornithogalum, Scilla, Ensete, Albuca, Scadoxus, Pennisetum and Eucomis. Part of proceeds donated to Zambian Carnivore Project and Blijdorp Zoo.
• Callalicious
• Decorum
• Flora Magica
• Garden Bouquet
• Green Treasure
• Happy Moments
• Maori
• No Water Flowers
• Seasonal Products

Products and services

• African Breeze Brand line of African-origin potted plants and bulbs sold to retail partners, with proceeds supporting conservation partnerships.
• Callalicious Branded range of colorful Zantedeschia (Calla) potted plants grown year-round in a variety of pot sizes, sold to retailers and garden centers seeking cheerful colors and matching packaging.
• Decorum Premium quality potted plants and cut flowers sold under the Decorum label, a partnership of 50+ top Dutch growers meeting the highest quality standards, with Vreugdenhil as a member since 2007.
• Flora Magica Branded range of Hippeastrum (Amaryllis) bulbs available as dry bulbs, waxed, and potted plants, targeting special-occasion gifting and decorative use.
• Garden Bouquet Branded range of Canna Indica (Indian Flowercane) subtropical garden plants offering continuous summer blooms for outdoor garden use.
• Green Treasure Branded range of sustainable decorative green plants including Caladiums (also known as elephant ears, angel wings, or heart of Jesus) and Calatheas for indoor and outdoor use.
• Happy Moments Branded range of exclusive Cyclamen plants from Japan, designed to enhance special moments, available as indoor and outdoor varieties with distinctive color combinations.
• Maori Branded range of exotic shrubby plants from New Zealand, including Corokia (Silver & Green) and Sophora prostrata 'Little Baby', named after the first inhabitants of New Zealand.
• No Water Flowers® Handmade wax-coated Amaryllis bulbs that grow and bloom without water, produced in cooperation with Greencre8 under the No Water Flowers® and Fashionz sub-lines for the gifting and decorative market.
• Seasonal Products Rotating range of temporary and limited seasonal offerings arising from collaborations with partner growers, including Leucophyta Brownii, Ranunculus, Hydrangea, and Echeveria setosa.
• Dry Sale — International Bulb Trading International bulk trading of Amaryllis bulbs and Caladium tubers in large quantities via container shipping to America, Canada, China, and other markets, with bulb preparation and de-eyeing services.
• Private Label Custom Production Custom potted plant and bulb product lines developed and sold under the customer's own brand name, providing retailers with branded exclusive assortments.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• NL van Geest BVflagshipStrategic or Co-development Partner · 4 July 2025Strategic breeding collaboration announced July 2025 between two leading Dutch Amaryllis growers. Combines unique knowledge and genetic lines. All breeder rights will be housed in new company VBP Breeding.
• Greencre8coreStrategic or Co-development Partner · 1 January 2012Co-developed and marketed No Water Flowers® wax Amaryllis bulbs with Greencre8. Richard Grootscholten, owner of Greencre8 from Honselersdijk, is the originator of this unique concept.
• DecorumcoreStrategic or Co-development Partner · 1 January 2000Proud partner since 2000, Decorum is a leading partnership of high-quality Dutch growers. Products carry the premium Decorum quality brand. Vreugdenhil offers plants meeting highest quality standards and exclusive items under this label.
• Abbott IpcocoreChannel Partner/ Reseller/ DistributorVreugdenhil is agent for Abbott Ipco (world leader in Caladium production) for European market, Middle East, and Asia. Imports full containers of tubers, prepares, de-eyes, and supplies to growers and exporters.
• Zambian Carnivore Project (ZCP)minorOthersCharitable partnership: a portion of African Breeze product sales is donated to ZCP for conservation of African carnivores and their ecosystems. Donation of €9,500 raised in recent period.
• Rotterdam Zoo BlijdorpminorOthersProud sponsor of the Zebra. Contribution directly supports Blijdorp Zoo's mission and specific international conservation projects.
• Polder Water Treatment CooperativeminorOthersCollaboration with other growers in the polder for water purification. Own water treatment plant processes cultivation water emissions.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Florensis: Dutch propagator of annuals, perennials, and potted plants supplying retailers across Europe. Directly comparable in grower-to-retailer B2B model, Floriday platform distribution, and brand-driven product portfolio serving garden centers.
• Schoneveld Breeding: Dutch Cyclamen and Primula breeder and propagator supplying finished plants to European retailers. Comparable as a family-rooted Dutch grower with breeding IP, brand-driven product positioning, and similar greenhouse-to-retailer distribution.
• HilverdaKooij: Dutch-based breeder and propagator of cut flowers and potted plants, owned by Dümmen Orange. Comparable in breeding-led product development, global B2B distribution, and brand-portfolio strategy serving retail florists and garden centers.
• KP Holland: Dutch family-owned greenhouse grower of potted plants and flowering houseplants based in the Westland region. Directly comparable as a B2B supplier to retailers and garden centers with a similarly sized glass footprint and brand-led GTM motion.
• Royal Van Zanten: Dutch breeder and propagator of chrysanthemums, lilies, and potted plants. Comparable as a long-established Dutch family-rooted horticulture business with international B2B distribution, breeding IP, and sustainability-certified production.
• Beekenkamp Group: Dutch ornamental plant breeder and producer of potted and bedding plants, with operations across multiple Westland sites. Closely comparable in product mix (Cyclamen, Poinsettia, Pelargonium), grower-retailer channel structure, and family-ownership heritage.

Broad incumbents

• Syngenta Flowers: Global ornamental seed and cutting business within Syngenta, producing flower varieties for greenhouse and bedding markets. Comparable end-customer base (commercial growers and retailers), but vastly larger scale and a seed-driven rather than bulb-driven model.
• Ball Horticultural Company: US-headquartered horticultural breeder and distributor serving growers and retailers worldwide. Comparable as a vertically integrated breeder-to-retail supplier in ornamentals, but with broader geographic reach and a seed/cutting catalog rather than bulb specialization.
• Dümmen Orange: Global leader in flower breeding (roses, chrysanthemums, geraniums, etc.) headquartered in the Netherlands. Operates at much larger scale than Vreugdenhil and competes for the same retail buyer, but with a broad multi-category portfolio rather than a bulb/potted-plant specialty focus.

Regional players

• Danziger: Israel-based flower and cuttings breeder serving European retail growers. Comparable product portfolio and customer base, but operates primarily from a Mediterranean climate and does not directly compete in Dutch greenhouse bulb production.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/VreugBulbs
• Facebookfacebook.com/VreugdenhilBulbsPlants
• LinkedInlinkedin.com/company/vreugdenhilbulbsplants
• Instagraminstagram.com/VreugdenhilBulbsPlants

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Vreugdenhil Bulbs & Plants