What Van der Valk does

Van der Valk BV is a family-owned Dutch ornamental horticulture company founded in 1940 in Naaldwijk, Netherlands, operating an 80,000m² greenhouse cultivation area focused on pot, terrace, balcony, and garden plants. The company sells under two proprietary sub-brands: PatioPlant (registered as a trademark in 1990), which targets pot and terrace plant buyers through ready-to-sell retail packaging concepts, and Days of Joy, a flowering plant line positioned with the tagline 'Let's plant some happiness!' and covering varieties such as Lewisia, Cyclamen, Helleborus, Lavandula, and Strelitzia. PatioPlant's assortment includes Trachelospermum, Wisteria, Buddleja, Hydrangea, Camellia, Dipladenia, Citrus, and fruit-bearing plants.

The business operates as a trading nursery (handelskwekerij) distributing its plants through a B2B wholesale model to garden centers (tuincentra), florists, and e-commerce webshop partners, primarily in the Netherlands and broader European market. Distribution is supported by a multilingual product catalog (Dutch, English, French, German) on patioplant.nl and inventory visibility on the Floriday industry platform. The company runs an e-commerce affiliation program that supplies product content and photography to online retailers reselling its plant assortment. Van der Valk holds MPS-GAP, MPS-SQ, GRASP, and GGN MPS A certifications for good agricultural practices, social qualification, and responsible farming. Commercial terms are governed by V.G.B. wholesale conditions and Royal Flora Holland Connect delivery terms.

The company is privately held with no public funding rounds, no external investors, and no M&A activity; ownership was transferred to the next generation in 2020 to ensure continuity. Headcount is reported at 11-50 employees, and revenue is not publicly disclosed. Revenue mechanics consist of one-time wholesale plant transactions and professional services revenue from e-commerce partners (content and photography support). The company's small employee base relative to its 80,000m² cultivation footprint suggests a capital- and land-intensive operating model rather than a labor-intensive one.

Name

Van der Valk

Legal name

Van der Valk BV

Website

https://patioplant.nl

Company type

Private

Founded year

1940

Operating status

Operating

Headcount range

11–50 employees

Short description

Van der Valk BV is a family-owned Dutch ornamental plant grower and trading nursery operating 80,000m² of greenhouses in Naaldwijk, supplying patio, terrace, and garden plants under the PatioPlant and Days of Joy brands to garden centers, florists, and webshops across Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

Naaldwijk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Wholesale Plant Sales: B2B sales of pot plants, terrace plants, and flowering plants to garden centers, florists, and retail outlets through their cultivation and trading nursery operation.
2. E-commerce Partnership Services: Content and photography services provided to webshop entrepreneurs for resale of the company's plant assortment.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels2 records

Core offering

Van der Valk BV is a Dutch wholesale nursery that grows and trades a wide assortment of patio, balcony, terrace, and garden plants under the PatioPlant and Days of Joy brands. Products are cultivated across 80,000m2 of greenhouse space in Naaldwijk and sold in retail-ready packaging to garden centers, florists, and webshops. The company also provides content and photography support to e-commerce partners reselling its assortment.

Product overview

Van der Valk BV operates as a trading nursery (handelskwekerij) with 80,000m² of cultivation area in Naaldwijk, Netherlands. The company offers two main product sub-brands: PatioPlant and Days of Joy. PatioPlant focuses on pot and terrace plants with retail-ready packaging concepts targeting garden centers and consumers wanting to create their own garden paradise. Days of Joy provides flowering plants and houseplants designed to bring long-lasting atmosphere and joy. Products are distributed through a broad network of garden centers, florists, and webshops, with e-commerce capabilities for online retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Patio Plant: A product line of pot and terrace plants sold through garden centers with ready-to-sell packaging concepts that help customers discover their green fingers.
• Days of Joy

Products and services

• PatioPlant A wide assortment of potted and terrace plants for garden, terrace, and balcony, including Trachelospermum, Wisteria, Buddleja, Hydrangea, Camellia, Dipladenia, Citrus, and various fruit-bearing plants, sold with challenging, ready-to-sell retail packaging concepts designed to help consumers discover gardening. Targeted at garden centers, florists, and webshop resellers.
• Days of Joy A product line of flowering house and garden plants celebrating cheerful colors and atmosphere over extended periods, including Lewisia, Schlumbergera, Cyclamen, Helleborus, Lavandula, and Strelitzia. Marketed with the tagline "Let's plant some happiness!" and distributed through garden centers, florists, and webshops.
• E-commerce Partnership Services Content creation and photography services provided to webshop entrepreneurs reselling the PatioPlant and Days of Joy plant assortment, enabling online retailers to market the complete plant range with ready-made product imagery and descriptions.

Quantifiable outcome

• Products available through wide network of tuincentra (garden centers), florists, and webshops

Segments3 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

Feature2 records

Scale indicators3 records

Recent moves10 records

Expansion highlights4 records

Broad incumbents

• Syngenta Flowers: Global seed and breeding company with a substantial Flowers business serving professional ornamental growers and retailers worldwide. Comparable at the category level (ornamental plant genetics and supply), but operates at much larger scale and as a broad incumbent rather than a niche wholesaler.

Direct peers

• Florensis: Dutch producer of young ornamental plants and pot crops sold through European garden centers and growers. Comparable in ornamental horticulture product portfolio, Dutch greenhouse-based production, and B2B distribution.
• HilverdaKooij: Dutch breeder and grower of cut flowers, pot plants, and Lisianthus sold to European wholesalers and retailers. Comparable in ornamental horticulture product range, Dutch greenhouse footprint, and B2B channels.
• Beekenkamp Group: Family-owned Dutch ornamental plant nursery producing pot and bedding plants for the European garden-center market. Comparable in product mix (pot plants for terraces/balconies), family-owned structure, and B2B wholesale go-to-market.
• Royal Van Zanten: Dutch breeder and grower of pot plants, cut flowers and lilies, selling through Dutch and European retail channels. Highly comparable in product portfolio (flowering pot plants), B2B distribution model, and Dutch origin.
• Selecta One: European (German-rooted) breeder and producer of ornamental pot and balcony plants with sales across European garden centers. Comparable in pot and terrace plant focus and B2B retail distribution model.
• KP Holland: Dutch grower of flowering pot plants (Kalanchoe, Curcuma, Spathiphyllum) supplying European retailers and florists. Comparable in pot-plant specialization, Dutch production footprint, and B2B retail-channel focus.
• Anthura: Dutch specialist breeder and grower of Anthurium and Orchidea, selling flowering pot plants through European retailers. Comparable in pot-plant category, Dutch origin, and B2B garden-center/florist channels.
• Dümmen Orange: Global Dutch-based ornamental plant breeder and producer supplying pot and bedding plants through similar garden-center and florist channels across Europe. Comparable as a finished-plant wholesaler serving the same B2B retail customers.

Regional players

• Saarlucon / Garden Plants (Kwekerij): Smaller Dutch wholesale nurseries in pot and terrace plants serving regional garden-center networks. Comparable in product category and B2B wholesale channel, but operate at smaller scale and more geographically concentrated footprint than Van der Valk.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/van-der-valk-bv

Compliance4 records

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 Van der Valk