What-women-want

What What-women-want does

What-Women-Want is a Dutch horticultural brand that designs and curates themed floral and plant collections for the professional B2B floral market. Operating as a consortium label under parent company PRO-Form from Honselersdijk, Netherlands, the company aggregates supply from approximately ten specialized Dutch growers — van der Voort potplanten BV, Ted Vijverberg BV, JoGrow BV, Gebr. Valstar BV, Duijn-Hove BV, Adrichem potplanten, Houwenplant, Joy Plant, kwekerij Vlasman, and PRO-Facilities — and sells under a unified brand umbrella. Target buyers are professional florists and floral retailers seeking distinctive, ready-made thematic groupings rather than standard catalog inventory. Distribution runs through the Royal FloraHolland auction (Europe's largest flower and plant auction, also based in Honselersdijk) and the Floriday online trading platform, providing both physical and digital sales channels.

The company's product portfolio centers on themed seasonal collections. In 2023 it introduced its inaugural "World" series — Nature World, Craft World, Luxury World, and Fun World — followed by the 2024 "Bubble" series comprising Natural Bubble, Tasty Bubble, Bubblicious, and Bubbles & Wine. Each collection packages plants and cut flowers into themed market-ready groupings designed to simplify buyer procurement and differentiate offerings. Logistics and fulfillment are managed through PRO-Facilities at the Royal FloraHolland Middenroute location (G4-02, Dock M77-M79). Marketing is conducted via organic social channels — Pinterest, LinkedIn, Instagram, Facebook, and Twitter — positioned at top-of-funnel awareness. No mobile application, API, or documented technology platform has been disclosed; core technology is listed as "Not disclosed."

The business operates a transaction-based revenue model in which affiliate growers' products are sold under the What-Women-Want brand through the auction system and Floriday marketplace. Pricing is not publicly disclosed. The company is privately held with no external funding rounds recorded; headcount is stated at 1-10 employees; revenue is not disclosed. Two named contact persons — Marcel Boom and Anja vd Kaaij — appear to handle active operations. The brand's website copyright is held by PRO-Form (2024), confirming the parent-subsidiary relationship and operational integration.

Name

What-women-want

Legal name

What-Women-Want

Website

https://what-women-want.nl

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

What-Women-Want is a Dutch horticultural brand that curates themed floral and plant collections from a consortium of ten Dutch growers, selling to professional florists and floral retailers via the Royal FloraHolland auction and Floriday online platform.

Ownership category

akta.pro rank

Product category

Wholesale Floral and Plant Collections

NAICS

Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (42493)

akta.pro industry

PRIMARYCRAFABAN

Flowers, Gifts & Specialty Occasion Marketplaces

Consumer Products & Retail/E-commerce & Marketplaces/Vertical/Specialist Marketplaces

Keywords

• Curated floral collections
• Themed plant collections
• Dutch horticultural products
• Wholesale flower auction
• Potted plant supply

Headquarters

HQ city

Honselersdijk

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Floral/Plant Product Sales: What-Women-Want curates and sells themed flower and plant collections (Bubbles, World collections) through the Royal FloraHolland auction market and the Floriday online trading platform. Growers supply products under the What-Women-Want brand umbrella.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

What-Women-Want curates and sells themed seasonal collections of cut flowers and potted plants under a single brand umbrella, aggregating supply from approximately 10 affiliated Dutch growers. The product portfolio consists of two annual collection lines: the 2024 Bubble Collections (Natural Bubble, Tasty Bubble, Bubblicious, Bubbles & Wine) and the 2023 World Collections (Nature World, Craft World, Luxury World, Fun World). Collections are sold wholesale to professional floral buyers through the Royal FloraHolland auction market and the Floriday online trading platform.

Product overview

What-Women-Want is a Dutch flower and plant collections company operating as a consortium of 10 Dutch growers. The company creates and curates themed seasonal collections of cut flowers and potted plants for the retail market. Their portfolio consists of two main collection lines: the 2024 Bubble Collections (Natural Bubble, Tasty Bubble, Bubblicious, Bubbles & Wine) featuring beverage and celebration-inspired themes, and the 2023 World Collections (Nature World, Craft World, Luxury World, Fun World) offering diverse thematic approaches. Products are sold through Royal FloraHolland auction and distributed via partner Floriday platform integrations. The company serves retail buyers and florists seeking distinctive, themed floral offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Natural Bubble: 2024 Bubble collection featuring natural bubble-themed plant arrangements
• Tasty Bubble
• Bubblicious
• Bubbles & Wine
• Nature World
• Craft World
• Luxury World
• Fun World

Products and services

• Natural Bubble Part of the 2024 Bubble collections featuring natural-themed floral arrangements and potted plants with an organic, nature-inspired aesthetic, sold to professional floral buyers via Royal FloraHolland and Floriday.
• Tasty Bubble Part of the 2024 Bubble collections featuring food and beverage-inspired floral designs, combining edible-themed arrangements with decorative plants for professional floral buyers.
• Bubblicious Part of the 2024 Bubble collections featuring playful, effervescent-inspired floral designs with vibrant, celebratory aesthetics for professional floral buyers.
• Bubbles & Wine Part of the 2024 Bubble collections featuring elegant, sophisticated floral arrangements inspired by wine and sparkling beverages for professional floral buyers.
• Nature World Part of the 2023 World collections featuring nature-inspired floral arrangements and potted plants with organic, natural themes for professional floral buyers.
• Craft World Part of the 2023 World collections featuring handcrafted, artisanal-style floral designs with handmade aesthetics for professional floral buyers.
• Luxury World Part of the 2023 World collections featuring premium, high-end floral arrangements with luxurious and elegant designs for professional floral buyers.
• Fun World Part of the 2023 World collections featuring playful, colorful, and whimsical floral designs with fun and vibrant themes for professional floral buyers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Eleven partnerships are on record, tiered core.

• PRO-FacilitiescoreOthersPRO-Facilities operates as the facilities and warehouse partner for What-Women-Want, managing the Middenroute location at Royal FloraHolland auction market (G4-02 / Dock M77-M79, Honselersdijk). They handle logistics and fulfillment operations for the flower and plant collections.
• van der Voort potplanten BVcoreOthersDutch potted plant grower located in Honselersdijk, supplying plants for What-Women-Want curated collections. One of approximately 10 grower partners in the network.
• Ted Vijverberg BVcoreOthersDutch plant nursery located in De Lier, supplying products for What-Women-Want collections.
• JoGrow BVcoreOthersDutch plant grower based in Kwintsheul, supplying for What-Women-Want collections.
• Gebr. Valstar BVcoreOthersDutch plant growing company located in Maasland, supplying products to What-Women-Want collections.
• Duijn-Hove BVcoreOthersDutch plant nursery in Maasland, supplying plants for What-Women-Want curated collections.
• Adrichem potplantencoreOthersDutch potted plant grower in Monster, supplying plants for What-Women-Want collections.
• HouwenplantcoreOthersDutch plant grower located in Hoek van Holland, part of the What-Women-Want grower network.
• Joy PlantcoreOthersDutch plant grower in Maasdijk, supplying plants for What-Women-Want collections.
• kwekerij VlasmancoreOthersDutch plant nursery in Mijdrecht, part of the What-Women-Want grower network supplying curated collections.
• Royal FloraHollandcoreOthersEurope's largest flower and plant auction market located in Honselersdijk, where What-Women-Want conducts physical sales of their collections through the auction system.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Dümmen Orange: One of the world's largest ornamental plant breeders and growers based in the Netherlands. A broad incumbent supplying the supply chain that What-Women-Want aggregates from, but at a much larger breeder/grower scale.
• Floriday: The digital trading platform operated by Royal FloraHolland through which What-Women-Want lists its grower assortment. Broad incumbent controlling the online discovery and ordering layer for the Dutch floriculture supply chain.
• Royal FloraHolland: The cooperative flower auction where What-Women-Want sells its collections; Europe's largest marketplace for flowers and plants and a broad incumbent defining the channel economics, fees, and buyer pool the brand depends on.

Direct peers

• Marginpar: Dutch-based breeder and supplier of distinctive summer cut flowers sold to florists and wholesalers through Royal FloraHolland. Comparable as a Dutch origin grower-network brand competing for florist attention at the auction.
• Dutch Flower Group: One of the largest Dutch floral companies, aggregating and distributing cut flowers and plants from Dutch growers to international florist and retail buyers. Most directly comparable to What-Women-Want as a multi-grower aggregator with branded collections sold through Royal FloraHolland and direct channels.
• Decorum Plants & Flowers: Dutch growers' cooperative marketing premium flowers and plants under a unified Decorum brand to florists and retailers. Closely comparable as a Dutch multi-grower branded collection model sold through professional channels.
• Intergreen: Dutch B2B floral brand and importer supplying supermarkets and florists across Europe with bouquets, arrangements, and themed floral assortments. Highly comparable business model: aggregator of grower-supplied flowers packaged into themed collections for retail buyers.
• Holex Flower B.V. Dutch-based flower exporter serving wholesale florists across Europe with curated flower assortments sourced from multiple growers. Comparable as a B2B Dutch flower consolidator with branded, themed offerings.
• Van Vliet Flowers: Major Dutch flower exporter and aggregator supplying florists, wholesalers, and retailers across Europe from the Royal FloraHolland auction. Comparable as a Dutch B2B flower consolidator with curated product lines for professional buyers.

Emerging players

• Bloomon: Dutch flower subscription and delivery company offering curated bouquets directly to consumers. Adjacent rather than direct: it operates downstream of the Royal FloraHolland supply chain in a different customer segment (B2C vs. What-Women-Want's B2B).

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/wwomenwant
• Facebookfacebook.com/WWomenWant
• LinkedInlinkedin.com/company/what-women-want-collections
• Instagraminstagram.com/wwomenwant
• Pinterestpinterest.com/wwomenwant

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries10 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 What-women-want