What Rotoflowers does

Rotoflowers B.V. is a privately held Dutch B2B wholesale flower importer and supplier headquartered in Aalsmeer, Netherlands, operating under Roto Group Holding BV alongside its wholly-owned handling subsidiary Roto Handling BV. Founded in 1992 and repositioned in 2013 to specialize in summer cut flowers, the company sources a continuous year-round assortment including Bupleurum, Gypsophila, Solidago, Aster, Ammi Majus, Hypericum, Craspedia, Daucus, Lepidium, and Eryngium from a fixed international grower network spanning Zimbabwe, Kenya, Ethiopia, Turkey, and Spain. It operates its own product handling facility and oversees the full chain from crop selection and planting through harvest to delivery, using dry transport with immediate water-on-arrival handling to preserve freshness. A specialized painted flower line (Painted/Vervassortiment) extends the assortment with custom color, glitter, and snow combinations.

The company serves B2B flower wholesalers as its core customer segment, offering multiple ordering channels: a proprietary Florishop webshop with real-time inventory and instant reservation, a free mobile application for iOS and Android, telephone ordering with dedicated personal account managers, and email ordering with fast response during auction hours (EKT delivery). Pricing is quote-based and not publicly disclosed; B2B customers must request login credentials to access webshop pricing. The team is small (11-50 employees) and includes a Commercial Manager, Sales Manager, sales representatives, and a Head of Quality. Rotoflowers holds GlobalG.A.P. and MPS certifications relating to sustainable agricultural and environmental practices in ornamental horticulture.

The business model is wholesale flower distribution on a transactional basis, with revenue generated per sale of flowers to wholesalers. There is no external investment, no funding rounds, and no public market listing; the company appears to be founder- or family-controlled. Recent strategic actions have focused on channel digitization (webshop, mobile app), product line extension (painted flowers), and incremental geographic widening of the grower base rather than headline growth initiatives.

Name

Rotoflowers

Legal name

Rotoflowers B.V.

Website

https://rotoflowers.nl

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Rotoflowers is a Dutch B2B wholesale flower importer and supplier specializing in summer cut flowers sourced from fixed growers across Africa, Turkey, and Spain, serving flower wholesalers via webshop, mobile app, phone, and email ordering channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Aalsmeer

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Flower Sales: B2B wholesale distribution of summer flowers to flower wholesalers through multiple ordering channels including webshop, mobile app, phone, and email

Go-to-market motion2 records

Distribution channels4 records

Marketing channels2 records

Core offering

Rotoflowers imports and wholesale-distributes summer cut flowers to flower wholesalers, sourcing from fixed growers in Zimbabwe, Kenya, Ethiopia, Turkey, and Spain. It offers a year-round assortment of varieties such as Bupleurum, Gypsophila, Solidago, Aster, Ammi Majus, Hypericum, Craspedia, Daucus, Lepidium, and Eryngium, plus a specialized painted-flower (Vervassortiment) line, accepting orders via a proprietary webshop, mobile app, telephone, and email.

Product overview

Rotoflowers operates as a flower wholesale business specializing in summer flowers, offering a unified product experience through its Webshop (Florishop) platform and Mobile App. The core offering centers on a diverse assortment of summer cut flowers sourced from growers in Zimbabwe, Kenya, Ethiopia, Turkey, and Spain, complemented by a specialized painted flower product line featuring custom color, glitter, and snow combinations. Customers can order via the webshop, mobile app, telephone, or email, with all channels providing access to the same product inventory.

Differentiator

Problem solved

Functional benefit

Products and services

• Summer Flowers Assortment
• Painted Flowers Assortment (Vervassortiment)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core.

• Growers from ZimbabwecoreOthersFixed grower relationships for summer flower supply. Rotoflowers collaborates closely with growers on new crop cultivation and seasonal planning, enabling long-term customer supply commitments.
• Growers from KenyacoreOthersFixed grower relationships for summer flower supply. Daily supply of summer flowers from Kenya through established partnership network.
• Growers from EthiopiacoreOthersFixed grower relationships for summer flower supply. Part of the African grower network supplying Rotoflowers' summer flower assortment.
• Growers from TurkeycoreOthersFixed growers in Turkey that expand the assortment offering for Rotoflowers' wholesale customers.
• Growers from SpaincoreOthersFixed growers in Spain that complement the international grower network and broaden the product assortment.
• FlorishopcoreTechnology or IntegrationE-commerce platform provider for Rotoflowers' online ordering system. The Florishop platform provides the webshop infrastructure with realtime inventory and order management capabilities.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Marginpar: Dutch specialty wholesaler focused on summer flowers and floral fillers sourced from Africa (Ethiopia, Kenya, Tanzania, Zimbabwe) — directly overlapping Rotoflowers' niche, sourcing geography, and summer-flower specialization.
• Van der Plas: Dutch flower wholesaler importing and distributing cut flowers from international growers to B2B customers — directly comparable import-driven wholesale model.
• Dutch Flower Group (DFG): Major Dutch flower wholesale group (including Hilverda De Boer) serving B2B florist and supermarket customers with imported cut flowers from the same African and European origins Rotoflowers uses.

Regional players

• Veiling Rhein-Maas: German-Dutch flower auction based in Herongen serving the German wholesale market — comparable flower auction model but geographically focused on Germany rather than the Dutch market Rotoflowers serves.

Broad incumbents

• ofi (Olam Food Ingredients): Global agri-products business of Olam Group with a flower-sourcing division operating in Kenya and Ethiopia — competing for the same African grower relationships Rotoflowers depends on.
• Royal FloraHolland: World's largest flower auction cooperative based in Aalsmeer, providing the marketplace infrastructure through which many of Rotoflowers' wholesaler customers buy and sell flowers.

Emerging players

• Koppert Cress: Dutch specialty producer and wholesaler of microgreens, cresses, and edible flowers for florists and chefs — adjacent product category serving the same professional florist channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Rotoflowers
• LinkedInlinkedin.com/company/rotoflowers

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Rotoflowers