What VILOSA does

VILOSA is a privately held Dutch potted-plant nursery headquartered in 's-Gravenzande in the Westland region of the Netherlands. Founded in 2018 through the merger of two family businesses that both specialized in Kalanchoë cultivation, the company operates three production sites in close geographic proximity: an automated main site in 's-Gravenzande (Kalanchoë 10.5cm), a Monster Waellandweg site used as the breeding and novelty-development hub for specialty Kalanchoë and seasonal Celosia, and an automated Monster Zwartendijk site producing 8cm Kalanchoë. The firm is led by CEO René van Dop and Commercial Director Rick van Luijk, employs approximately 60 permanent staff, and operates as part of the Unique Growers Company platform of collaborating growers.

The product portfolio centers on Kalanchoë pot plants in 8cm, 10.5cm, and 14cm formats, complemented by seasonal Chrysanthemum, Celosia, and Princettia, plus a winter young-vegetable-plant line under the LV Plant brand. Vilosa has built a proprietary specialty catalogue including Magic Bells, Lucky Bells, Desert Surprise, Femini Pink, the Sunny series, the color-changing Mozaic cultivar, and the 2024 Glazen Tulp-winning Canyon Surprise. These are commercialized through a portfolio of own brands — Le Chic, Le Chic ECO (paper-sleeve sustainable variant), Catchy Original, Catchy Seasons, Le Bloom, and Make Upz — that create differentiated shelf presentation rather than undifferentiated commodity supply. Core production technology combines greenhouse climate automation, on-site Combined Heat and Power (WKK) energy generation, and automated logistics handling.

The revenue model is B2B wholesale. Products are sold through the FloraXchange and Floriday digital marketplaces and through direct relationships managed by a small account-management team, with named enterprise customers including Verdel Bloemenexport, Hamiplant, Waterdrinker Aalsmeer, and OZ Planten. The company holds the full Dutch floriculture sustainability stack — MPS-A, MPS-GAP, MPS-Socially Qualified, MPS-ProductProof, PlanetProof, and GLOBALG.A.P. GRASP — qualifying it for supermarket-grade European retail supply under stricter ESG procurement requirements.

Name

VILOSA

Legal name

Vilosa

Website

https://vilosa.nl

Company type

Private

Founded year

2018

Operating status

Operating

Short description

VILOSA is a Dutch family-founded potted-plant nursery operating three automated Westland sites, producing exclusive Kalanchoë varieties plus seasonal Celosia and Chrysanthemum for European retail, trader, and export customers via B2B marketplaces.

Ownership category

akta.pro rank

Product category

Ornamental Horticulture

NAICS

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

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE)

Keywords

• Flowering pot plants
• Kalanchoe cultivation
• Ornamental horticulture
• Seasonal pot plants
• Wholesale floriculture

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

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

Revenue model

1. B2B Plant Sales: Vilosa generates revenue through direct B2B sales of Kalanchoë and seasonal pot plants to retail customers, traders, and exporters. Products are sold in various pot sizes (8cm, 10.5cm, 14cm) through multiple sales channels including FloraXchange and Floriday digital marketplaces.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Vilosa cultivates and wholesales flowering pot plants — primarily Kalanchoë (in 8cm, 10.5cm and 14cm pots) plus seasonal products such as Celosia, Chrysanthemum and Princettia — to retail chains, garden centers, traders and exporters. Production takes place across three modern, automated nursery locations in the Dutch Westland region and is sold through B2B trade platforms (FloraXchange, Floriday) and direct account-managed relationships.

Product overview

VILOSA is a Dutch potted plant nursery specializing in Kalanchoë production with a diverse portfolio of branded collections and specialty varieties. The core offering centers on Kalanchoë plants in standard sizes (8cm, 10.5cm pots) with multiple sub-brands including Le Chic, Le Chic ECO, Catchy Original, Catchy Seasons, Le Bloom, and Make Upz. Specialty varieties encompass unique cultivars like Kalanchoë Mozaic (color-changing, 2021-2022), Canyon Surprise (Glazen Tulip 2024 winner), Magic Bells, Lucky Bells, and various Sunny series varieties. Seasonal offerings include Celosia and Princettia. The company also produces young vegetable plants under the LV Plant brand and operates sustainability certifications including MPS-ABC Level A, GLOBALG.A.P., and PlanetProof.

Differentiator

Problem solved

Functional benefit

Brands

• Le Chic: Premium brand VIP Blooming Jewels reserved for pot plants meeting highest quality criteria, with matching ton-sur-ton sleeve presentation.
• Le Chic ECO
• Catchy Original
• Catchy Seasons
• Le Bloom
• Make Upz
• Mozaic
• LV Plant

Products and services

• Kalanchoë (standard pot plants) Standard Kalanchoë flowering pot plants in 8cm, 10.5cm and 14cm pots — single, double and large-flowered varieties — supplied year-round to retail, trade and export customers.
• Kalanchoë Specialty Exclusive specialty Kalanchoë varieties — Magic Bells, Lucky Bells, Desert Surprise, Femini Pink and Sunny White/Pink/Brushed Pink/Orange — bred and cultivated at the Monster Waellandweg nursery for trade customers seeking differentiated product.
• Kalanchoë Mozaic Proprietary color-changing Kalanchoë whose flower color shifts under the influence of temperature and light; suitable for indoor and outdoor use, marketed as an exclusive Vilosa novelty.
• Kalanchoë Garden Garden-type Kalanchoë with single and double flowering options, developed for outdoor and patio use and sold to retail and trade customers.
• Celosia Seasonal Celosia potted plants (including twisted varieties) supplied as summer-to-autumn flowering pot plants to retail and trade customers.
• Princettia Autumn-blooming Princettia potted plant variety produced as part of Vilosa's seasonal assortment for retail and trade customers.
• Chrysanthemum Swifty Chrysanthemum Swifty potted plant variety cultivated as a seasonal flowering offering for retail and trade customers.
• LV Plant (young vegetable plants) Young vegetable plants cultivated under the LV Plant brand during winter months at one of the Zwartendijk-area locations, marketed to food horticulture customers.

Quantifiable outcome

• Kalanchoë provides 8-12 weeks of flowering, Specialty varieties 8-10 weeks
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Unique Growers CompanycoreStrategic or Co-development Partner · 1 January 2018Vilosa is part of Unique Growers Company, a platform of collaborating growers with shared ambition for future-proof growth. By combining forces, sharing knowledge, and responding to market developments, they build together at a strong platform company. Each grower remains true to their own culture and identity.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Syngenta Flowers: Syngenta Flowers is a global ornamental seed and young-plant business supplying the same B2B floriculture value chain; Kalanchoë is among its product lines, putting it in direct genetics-level competition with Vilosa.
• Dümmen Orange: Dümmen Orange is one of the world's largest ornamental breeders and young-plant producers; its Kalanchoë range (formerly Fides) directly overlaps with Vilosa's specialty franchise at much greater scale.
• Ball Horticultural Company: Ball Horticultural is a global horticulture inputs and young-plant supplier with a broad ornamental portfolio; comparable as a large incumbent serving the same European retail and grower customers.
• Koninklijke Van Zanten: Royal Van Zanten is a Dutch breeder and producer of cut flowers, potted plants, and chrysanthemums, overlapping with Vilosa's seasonal Chrysanthemum and broader floriculture exposure at significantly larger scale.

Direct peers

• Armada Young Plants: Armada is a Dutch propagator of young ornamental plants including Kalanchoë, comparable to Vilosa's LV Plant operation and broader Westland-based production model.
• KP Holland: KP Holland breeds and grows flowering pot plants (Kalanchoë, Curcuma, Spathiphyllum) for European retail, closely mirroring Vilosa's product mix and B2B go-to-market.
• SV.CO (Slijkerman Kalanchoe): SV.CO is a Dutch Kalanchoë specialist breeder and young-plant supplier, making it the closest direct comparable to Vilosa's Kalanchoë-centric nursery business in the Westland region.
• Schoneveld Breeding: Schoneveld is a Dutch potted-plant breeder focused on Cyclamen, Primula, Ranunculus, and other flowering crops, serving the same European B2B retail customer base as Vilosa.
• Beekenkamp Plants: Beekenkamp is a major Dutch ornamental plant breeder and producer across potted plants, bedding plants, and cut flowers, directly comparable in scale, channel mix (B2B retailers/export), and Dutch production footprint.

Emerging players

• Koppert Cress: Koppert Cress is a Dutch greenhouse-based specialty grower (cresses, microgreens, edible flowers) supplying premium foodservice and retail — comparable in that it is a Dutch specialty protected-cultivation nursery with strong brand and export presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/vilosaplants

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 VILOSA