123planten

What 123planten does

123planten is a Netherlands-based e-commerce retailer specializing in indoor and outdoor plants, flower pots, and horticultural accessories, headquartered in Nieuwerkerk aan den IJssel. The company operates localized online storefronts serving the Netherlands, Belgium, Germany (123zimmerpflanzen.de), and France (123lesplantes.fr), and self-positions as the largest indoor plant webshop in the Dutch market. Its catalog spans 800+ product varieties and the company reports having served more than 25,000 customers cumulatively.

The business is primarily B2C, with a secondary B2B vertical focused on office plant solutions. Differentiated offerings include the proprietary SWC Smart Water Control system (a self-watering mechanism deployed in B2B office installations), a Plant in Pot / vulcastrat service that converts soil plants into hydroculture formats, an in-house plant encyclopedia providing care guidance, Air So Pure certified air-purifying plant lines, and a 30-day green guarantee covering plant survivability. The company maintains brand and supplier relationships with Ter Steege, Elho, Capi, Lechuza, Pokon, and Baq.

The revenue model is standard e-commerce: direct-to-consumer plant and accessory sales across multiple geographies, supplemented by recurring B2B office plant contracts and installation/maintenance services. Pricing begins at €4.99 for entry-level products. There is no disclosed funding history, institutional investor base, or executive leadership team data in the available material, indicating a privately held, founder-operated retailer with no recent capital-markets activity.

Name

123planten

Legal name

123planten

Website

https://123planten.nl

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

123planten is a Dutch e-commerce retailer selling indoor and outdoor plants, pots, and accessories through localized storefronts in the Netherlands, Belgium, Germany, and France, serving over 25,000 B2C customers and a growing base of B2B office plant clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Nieuwerkerk Aan Den Ijssel

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Plant and product sales: One-time purchase revenue from selling indoor plants, outdoor plants, flower pots, plant accessories, and care products. Products are sold directly through the e-commerce platform with per-unit pricing.
2. Business-to-Business office plant solutions: Custom quotes and solutions for office interiors, including installation and maintenance services for corporate clients

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

123planten operates a direct-to-consumer e-commerce platform that sells indoor and outdoor plants, decorative flower pots, and plant care supplies to consumers in the Netherlands, Belgium, Germany, and France. It also delivers B2B office plant solutions, including interior landscaping design, professional potting (vulcastrat and hydroculture), installation, and recurring maintenance, supported by an SWC smart water control system for automated office watering.

Product overview

123planten is the largest indoor plant webshop in the Netherlands, offering a comprehensive e-commerce platform with over 800 varieties of indoor plants, garden plants, flower pots, and plant care accessories. The product portfolio includes: core indoor/outdoor plant categories (Kamerplanten, Tuinplanten), decorative accessories (Bloempotten from brands like Ter Steege, Elho, Capi, Lechuza), professional potting services (Plant in Pot with vulcastrat or hydroculture), office plant solutions (Kantoorplanten with SWC system), certified air-purifying plants (Air So Pure), and plant care supplies (Pokon fertilizers, substrates). They operate B2C and B2B sales with delivery to Netherlands, Belgium, and Germany, plus separate French and German storefronts.

Differentiator

Problem solved

Functional benefit

Products and services

• Indoor Plants (Kamerplanten) Assortment of indoor houseplants sold through the 123planten.nl webshop to home consumers and businesses, available in multiple size categories and plant families, with delivery across the Netherlands, Belgium, and Germany.
• Garden Plants (Tuinplanten) Outdoor garden plants sold online for residential and commercial landscaping, including balcony/terrace plants, flowering plants, ground covers, border plants, evergreen plants, hedges, and winter-hardy varieties.
• Flower Pots (Bloempotten) Decorative plant pots sold to consumers and businesses, available in multiple sizes, colors, and materials (ceramic, composite, wood, metal, stone, plastic), featuring brands including Ter Steege, Elho, Capi, Lechuza, and Baq Opus.
• Plant in Pot (professionally potted plants) Plants professionally repotted by 123planten in either vulcastrat substrate or hydroculture (hydrokorrels), with a water meter included, ready to display upon delivery to homes or offices.
• Plant Care Supplies (Benodigdheden) Plant care essentials including potting soils and substrates, fertilizers, biological pest control, moss poles, watering cans, plant sprayers, and water meters, sold alongside plants to support home and office plant care.
• Office Plants (Kantoorplanten) B2B solution B2B interior landscaping solution offering plants installed in corporate offices and commercial spaces using three professional options (vulcastrat, hydroculture, or SWC Smart Water Control), with installation and optional recurring maintenance services for corporate clients.
• Air So Pure Certified Air-Purifying Plants Air-purifying indoor plants tested and certified by the Air So Pure organization, including Kentia palms, Spathiphyllum (Peace Lilies), and ferns, sold to consumers seeking certified air-quality benefits.
• Hydroculture Plants (Hydroplanten) Plants grown in hydroculture using hydrokorrels (hydro pellets) instead of soil, requiring watering approximately once per month and targeting low-maintenance home and office environments.
• Gift Plants (Cadeaus) Curated gift plants and plant gift sets offered for purchase to mark various occasions.
• Pokon Plant Nutrition and Fertilizers Pokon-branded plant food, fertilizers, and specialized plant nutrition products sold through the 123planten webshop alongside plants and substrates.

Quantifiable outcome

• Average customer rating of 9.0 out of 10
• +3 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered minor.

• Ter SteegeminorOthersTer Steege is a brand of flower pots and planters sold through the 123planten webshop. They offer decorative planters that are part of the product assortment.
• ElhominorOthersElho is a brand of modern plant pots and indoor planters available in the 123planten product range.
• CapiminorOthersCapi Europe is a manufacturer of lightweight, durable plant pots available through the 123planten webshop.
• LechuzaminorOthersLechuza is a premium brand of self-watering planters and plant pots sold via 123planten.
• PokonminorOthersPokon is a plant nutrition and care product brand whose products including plant food, potting soil, and fertilizers are sold on 123planten.
• BaqminorOthersBaq Opus is a brand of luxury, lightweight plant pots available in the 123planten assortment, featured in the high-end office plant solutions.
• TrustedShopsminorOthersTrustedShops provides independent customer review verification and seller ratings, contributing to 123planten's credibility with 81.2% positive rating from over 1000 reviews.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bloomscape: US online plant retailer selling indoor plants with pots included and care guidance. Comparable ready-to-display DTC plant model.
• The Sill: US-based direct-to-consumer online plant retailer focused on indoor plants, pots, and plant care content. Closely comparable DTC plant e-commerce model.
• Plantje.nl: Dutch online plant retailer selling indoor and outdoor plants directly to consumers. Closely comparable Dutch plant e-commerce business model.
• Léon & George: US-based online retailer specializing in large indoor plants and planters for home and office. Comparable premium indoor plant positioning with similar office plant offerings.
• Bakker: Historic Dutch flower bulb and plant mail-order company with comparable direct-to-consumer plant and gardening offerings across Europe. The most established direct competitor in the Netherlands plant retail market.
• Patch Plants: UK-based direct-to-consumer plant retailer offering indoor plants and pots with one-off and subscription options. Closely comparable European DTC plant e-commerce business.
• GreenBubble: Dutch online plant and gardening supplies retailer with similar B2C focus and assortment depth. Direct competitor in Netherlands plant e-commerce.

Broad incumbents

• Intratuin: Largest Dutch garden center chain with physical retail locations and online presence. Broad incumbent offering plants, garden supplies, and home improvement across many categories.
• Hornbach: Major Dutch/German home improvement and garden retail chain with extensive plant and garden offerings. Broad incumbent in the garden supply retail category.
• Bol.com: Largest Dutch e-commerce marketplace offering plants and gardening products among millions of other items. Broad incumbent that competes on convenience, scale, and delivery speed.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/123kamerplanten
• YouTubeyoutube.com/@123kamerplanten123
• Facebookfacebook.com/123planten.nl
• Instagraminstagram.com/123planten
• Pinterestnl.pinterest.com/123planten
• LinkedInlinkedin.com/company/123planten

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 123planten