Rovers Holding B.v.

What Rovers Holding B.v. does

Rovers Holding B.V., operating commercially as Rovero, is a Dutch manufacturer of specialized horticultural structures headquartered in Raamsdonksveer, Netherlands. Founded in 1968 and operating from a 10,000 m² production facility, the company designs and builds foil greenhouses, tunnels, fruit canopies, shade halls, climate halls, and insect-free cultivation structures for commercial growers, fruit producers, propagation specialists, and garden centers.

The company's core differentiators are mechanical. Its patented Roll-Air convertible roof system can open or close in approximately one minute, allowing rapid switching between covered and open-air growing conditions, while the HortiHouse wide-span greenhouse line incorporates additional patented design innovations. Recent product launches (AirVent 440 roof ventilation system, FruitShield fruit canopy, eight-layer polyfilm cover) and the April 2024 partnership with Smiemans Projects extend the product surface into Venlo-type glasshouse projects and broader protected horticulture use cases.

Rovero sells through a dealer network that delivers projects to customers in more than 60 countries. Since January 2022 the company has operated as a subsidiary of Verburg Capital under Managing Director Jacco van Delden. The group has pursued an active growth agenda, acquiring Holland Tuinbouw Systemen in January 2025 and opening a UAE office in 2025 to deepen Middle East presence. Revenue is not publicly disclosed; the headcount band of 11-50 employees implies a sub-scale, project-driven B2B equipment business with custom pricing and lumpier revenue recognition than subscription models.

Name

Rovers Holding B.v.

Legal name

Rovero Systems B.V.

Website

https://rovero.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

Rovero is a Dutch manufacturer, founded in 1968, that designs and builds patented foil greenhouses, tunnels, fruit canopies, and climate-controlled structures for commercial growers, propagators, and garden centers across more than 60 countries via a dealer network.

Ownership category

akta.pro rank

Product category

Greenhouse Manufacturing

akta.pro primary industry

Greenhouse Structures & Construction (Frames, Glazing, Benches) (AFAAAHAA)

Keywords

• Foil greenhouse systems
• Tunnel greenhouse structures
• Fruit canopy solutions
• Greenhouse cover films
• Horticulture growing structures

Headquarters

HQ city

Raamsdonksveer

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. Custom Foil Greenhouse Manufacturing: Design, manufacturing, and building of high-quality film greenhouses, tunnels, fruit canopies, and shade halls. Products are custom-built to customer specifications with various options for ventilation, film type, and structural features. Revenue is generated through direct sales of manufactured structures.
2. Parts and Accessories E-commerce: Online webshop (roveroshop.com) selling replacement parts, accessories, films, and gauze for greenhouse maintenance and repairs. Provides recurring revenue opportunities from existing customer base.
3. Turnkey Project Services: Complete new construction projects delivered on turnkey basis through strategic partnership with Smiemans Projects. Rovero supplies Roll-Air Retail structures while partners handle general contracting, construction management, and project delivery.
4. Specialized Films and Coverings: Sale of specialized films including EVO AC, Solar EVO, Vento self-ventilating film, and various netting solutions (insect, hail, shade, bird). Films are sold universally and can be used on non-Rovero greenhouses.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Rovero designs, manufactures, and builds custom foil (polyfilm) greenhouses, tunnels, fruit canopies, climate halls, and insect-free structures for professional growers and garden centers. Its flagship patented offerings include the Roll-Air convertible greenhouse system and the HortiHouse wide-span greenhouse, complemented by specialized multi-layer films (EVO AC, Solar EVO, Vento, Netfilm) and accessories sold through a global dealer network across 60+ countries.

Product overview

Rovero is a manufacturer of foil/polyfilm greenhouses, tunnels, fruit canopies, and shade halls for professional growers and green professionals. Founded in 1968 and based in Raamsdonksveer, Netherlands, the company operates from a 10,000 m2 production facility. The product portfolio centers on the patented Roll-Air convertible greenhouse system (available in Grower and Retail variants) and the HortiHouse wide-span greenhouse. Supporting product lines include tunnel greenhouses (straight/round walls, chain-connected), climate halls (Agro 640, Agro Quick), fruit canopy solutions (Rain, FruitShield, AirVent, HortiFlex), shade halls, and insect-free tents. Consumables include specialized greenhouse films (EVO AC, Solar EVO, Vento self-ventilating film, Netfilm) and accessories (screen cloth, insect netting). Turnkey project services are offered through partnership with Smiemans Projecten. Products are supplied to growers and garden centers in over 60 countries through a global network of distributors and dealers.

Differentiator

Problem solved

Functional benefit

Brands

• Roll-Air: Patented convertible greenhouse system with roll-up roof that opens or closes in one minute, available in versions for growers and retailers.
• HortiHouse
• FruitShield
• AirVent 440
• Rovero Rain
• HortiFlex Connect
• EVO AC
• Vento

Products and services

• Roll-Air Convertible Greenhouse Patented convertible foil greenhouse with a retractable roof that opens or closes in 1 minute, designed for professional growers to harden off plants while protecting them from weather. Available in variants for growers and garden center retail applications.
• HortiHouse Wide-Span Greenhouse Patented wide-span foil greenhouse incorporating three patented inventions: a mobile work platform at gutter height, special ridge profiles, and window profiles. Enables safe and efficient construction and maintenance at height with significantly reduced labor and time requirements.
• Tunnel Greenhouses Foil tunnel greenhouses available with straight or round side walls. Chain-connected multiple tunnels are possible for space-efficient installations. Supplied globally since 1968 to growers in more than 60 countries.
• Fruit Canopies Complete range of fruit canopy solutions including fixed/retractable Rovero Rain canopies, FruitShield smart ventilation system, AirVent 440, and HortiFlex mobile canopies for protecting soft fruit and orchards from rain, hail, wind, frost, birds, and insects.
• Climate Halls (Klimaathallen) Climate halls protecting crops from wind, hail, insects, sunshine, and frost. Available with fixed or movable screens, various coverings including shade netting, hail netting, insect netting, bird netting, or transparent cloth. Variants include Agro 640 with permanently mounted screen and Agro Quick with quick-assembly design.
• Shade Halls (Schaduwhallen) Shade halls with options for shade netting, hail netting, bird netting, insect-proof cloth, and transparent coverings for vulnerable crop protection.
• Sawtooth Foil Greenhouse (Zaagtandkas) Low-budget foil greenhouse with a permanent ventilation opening, widely used in tropical climates. Ventilation can be closed with insect netting.
• Insect-Free Tents Tunnels and halls designed to keep insects out for vulnerable crops, propagation material (seeds, seed potatoes, bulbs, strawberry plants), and environmentally friendly cultivation.
• EVO AC Anti-Condensation Film 8-layer anti-condensation polyethylene film with nanotechnology providing lifetime anti-drip and anti-mist guarantee. Offers superior light transmission, infrared retention, and UV protection, lasting 4+ years.
• Solar EVO Greenhouse Film Super-strong 8-layer film in extra clear and diffuse versions featuring enormous tensile strength, long service life, anti-condensation and anti-drip additives. Available in widths from 2 to 15 meters.
• Vento Self-Ventilating Film Self-ventilating polyfilm with perforations creating constant airflow for a more favorable and homogeneous climate. Lowers temperature by 3-7 degrees during the day. Designed for capital-intensive crops like soft fruit in tunnels without air vents.
• Netfilm High-Transmission Cover Unique extremely strong poly film for Roll-Air greenhouse cover with unprecedented PAR light transmission of 83%. Features reinforced construction for durability.
• Screen Cloth and Insect Netting High-quality screen cloths, windbreak cloths, and insect blankets in various mesh widths, weights, shade percentages and colours, for effective crop protection and insect-free cultivation environments.
• Turnkey Project Services Complete turnkey project services for new construction and garden center expansions delivered through strategic partnership with Smiemans Projecten. Includes general contracting and project management for European markets.

Quantifiable outcome

• Garden centers report sales increases of 10-30% with Roll-Air Retail installations
• +5 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and regional.

• Smiemans ProjectscoreStrategic or Co-development PartnerStrategic partnership for turnkey garden center construction projects. Smiemans acts as general contractor while Rovero supplies Roll-Air Retail foil greenhouses. Partnership enables complete project delivery including complex constructions with custom shapes. TC Projecten handles Netherlands market.
• Holland Horticultural Systems BVcoreOthersAcquisition completed January 10, transferring horticultural activities and inventory to Rovero Systems. Service technicians moved to new owner, strengthening field service capabilities and expanding product range.
• Atlas GreenhousecoreChannel Partner/ Reseller/ DistributorUS distributor since 1986, operating across America. Contact: Bill Mathis VP Sales, [email protected], 1-800-346 9902.
• NextG3N GreenhousecoreChannel Partner/ Reseller/ DistributorUS distributor with 3 generations of greenhouse experience focused on innovation and customer service. Contact: Mike Still or Dave Bishop, (909) 315-6400.
• Dellinger HorticultureregionalChannel Partner/ Reseller/ DistributorUS dealer covering Missouri, Iowa, Minnesota, Wisconsin, Illinois, Indiana, and Ohio. Contact: Diane Miles, [email protected].
• King Greenhouses Ltd.regionalChannel Partner/ Reseller/ DistributorCanadian distributor. Contact: Sam Baird, [email protected], +1 604 817 4422.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Certhon: Dutch greenhouse builder offering turnkey horticultural projects including high-tech glass and foil greenhouses. Comparable as a Netherlands-headquartered full-service competitor with overlap in commercial horticulture installations.
• Kubo Group: Dutch turnkey greenhouse project company specializing in Ultra-Clima semi-closed glass greenhouses. Comparable Dutch competitor serving the same professional grower and international horticulture market as Rovero.
• Gakon: Dutch manufacturer of glass and foil greenhouses, primarily serving the Dutch floriculture and vegetable market. Comparable as a Netherlands-based greenhouse builder with overlapping foil greenhouse product offerings.
• Richel Group: French manufacturer of plastic film greenhouses and tunnels for professional growers. Closest direct competitor in foil greenhouse manufacturing with comparable product portfolio spanning multi-span, tunnel, and retractable roof systems.
• Van der Hoeven Horticultural Projects: Dutch designer and builder of turnkey high-tech greenhouses for international horticulture. Direct competitor in the Dutch exporter segment targeting professional growers with comparable geographic reach.
• Agra Tech: US-based greenhouse manufacturer offering both glass and polyfilm structures across North America. Comparable as a competing greenhouse equipment supplier in the same California and broader US grower market as Rovero's Atlas and NextG3N dealers serve.
• Haygrove: UK-based specialist in polytunnels, fruit canopies, and substrate growing systems. Directly comparable to Rovero Rain, FruitShield, and HortiFlex product lines for soft fruit and orchard protection.

Broad incumbents

• Rough Brothers: US greenhouse manufacturer with broad portfolio spanning glass, polyfilm, and research greenhouses. Comparable as an established North American competitor serving commercial growers and research institutions, though with broader structural offering than Rovero.

Others

• Polysack Plastics: Israeli manufacturer of specialty agricultural films including diffusing and anti-condensation films for greenhouses. Comparable as a film technology peer supplying plastic films used in protected cultivation, though not a structural greenhouse builder.

Emerging players

• Arrigoni: Italian manufacturer of agrotextiles, greenhouse films, and insect screens. Comparable as a supplier of specialized films and netting that overlap with Rovero's EVO AC, Vento, and insect netting product lines, though more textile-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Rovers Holding B.v.