Together2grow
Together2Grow is a Dutch horticultural company that cultivates year-round Alstroemeria and Charmelia/Florinca cut flowers across three Dutch and one Ethiopian site (~36M stems/year), selling to florists, wholesalers, and retail chains via Decorum, FloraHolland, digital platforms, and exclusive Astronova® distribution.
- Company typePrivate
- Founded2016
- HeadquartersPoeldijk, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Together2grow does
Together2Grow is a Dutch horticultural company founded in 2016 that cultivates large-flowered Alstroemeria (Grootbloemig) and Florinca/Charmelia® cut flower varieties for year-round supply. It operates three growing locations in the Netherlands (Schipluiden, Poeldijk, and Kwintsheul, totalling 8.8 hectares) and one nursery in Sululta, Ethiopia (1.6 hectares at 2,600m altitude), producing approximately 36 million stems annually. The company employs 11–50 staff and runs a sales office at Honselersdijk on the Royal FloraHolland auction site.
The business combines modern greenhouse horticulture with proprietary and co-developed genetics. Charmelia® varieties are grown exclusively by Together2Grow under the Decorum premium brand, with up to 21-day vase life. Astronova®, developed over ~10 years with breeder Royal Van Zanten and distributed exclusively by Coloríginz (Dutch Flower Group), was rolled out in 2026. Production technology includes HORTILED Top LED supplemental lighting (targeting 10–15% production uplift), insect netting for chemical-free cultivation, and 2024–2025 sustainability initiatives (recycled sleeves via Paardekoper, full LED transition, and a planned geothermal project).
Revenue is generated through multiple transaction channels: the Royal FloraHolland auction clocks at Naaldwijk and Aalsmeer, a direct B2B webshop, the FloraMondo and Floriday digital platforms, and the FlowerWarehouse distribution centre at FloraHolland. Astronova is channelled exclusively through Coloríginz to exporting wholesalers and high-end retail, while other volumes are distributed to florists and wholesale via line haulers. The company markets under the Decorum A-brand (member since 2017) and reaches customers via Instagram, Facebook, LinkedIn, X, Pinterest, VK, email, trade fairs (IPM, My Plant & Garden, Flora Expo Astana), and ambassador programs through Floral Fundamentals and Florismart. End customers include florists, exporting wholesalers, retail and supermarket chains, and a targeted high-end retail segment.
Together2grow firmographics
Firmographics- Name
- Together2grow
- Legal name
- Together2Grow
- Website
- https://together2grow.nl
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Together2Grow is a Dutch horticultural company that cultivates year-round Alstroemeria and Charmelia/Florinca cut flowers across three Dutch and one Ethiopian site (~36M stems/year), selling to florists, wholesalers, and retail chains via Decorum, FloraHolland, digital platforms, and exclusive Astronova® distribution.
- Ownership category
- akta.pro rank
Together2grow industry classification
Industry- Product category
- Cut Flower Production
- NAICS
- Floriculture Production (111422), Greenhouse, Nursery, and Floriculture Production (1114)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)
- akta.pro secondary industry
- Nursery Stock & Propagule Production (Cuttings, Rootstocks, Grafts) (AFAGAIAO)
Keywords
Where Together2grow is headquartered
LocationHeadquarters
- HQ city
- Poeldijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices6 records
Markets served
Together2grow business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Personnel, Technology or R&D, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Auction Sales: Sale of Alstroemeria and Charmelia flowers through Royal FloraHolland auction clocks at Naaldwijk and Aalsmeer locations.
- Direct B2B Sales via Webshop: Own B2B webshop offering complete assortment daily, for customers not using FloraMondo or VMP connections.
- Platform Sales: Sales through FloraMondo and Floriday digital platforms serving the floral industry.
- Wholesale Distribution: Astronova distributed exclusively through Coloríginz to exporting wholesalers and gradually expanding to high-end retail segment.
Go-to-market motion1 record
Distribution channels7 records
Marketing channels10 records
Together2grow product offering
Product offeringCore offering
Together2Grow cultivates and supplies Alstroemeria Grootbloemig (large-flowered) and Charmelia/Florinca cut flower varieties year-round across three Dutch growing locations (Schipluiden, Poeldijk, Kwintsheul) and one Ethiopian farm (Sululta), producing approximately 36 million stems annually. The company sells exclusively through B2B channels — Royal FloraHolland auction, own webshop, FloraMondo, Floriday, and Coloríginz — to florists, wholesalers, exporters, and retail/supermarket chains. Together2Grow holds exclusive growing rights for the Charmelia® brand and co-developed the Astronova® variety with Royal Van Zanten and Coloríginz.
Product overview
Together2Grow is a horticultural company specializing in the year-round cultivation of large-flowered Alstroemeria and Charmelia (Florinca) cut flowers. The company operates three growing locations in the Netherlands (Schipluiden, Poeldijk, Kwintsheul) and one in Ethiopia (Sululta), producing approximately 36 million stems annually. The core products are Alstroemeria Grootbloemig and Charmelia/Florinca varieties, sold predominantly under the Decorum premium brand (A-label) through multiple channels: the company's own B2B webshop, the FloraHolland auction clocks, Floriday, and FloraMondo. Sub-brands within Decorum include Charm (recycled packaging), Rich (Florinca varieties), and Feel (cardboard collar presentation). The company also participates in the Astronova® collaboration — a new cut flower developed with Royal Van Zanten and Coloríginz — which is exclusively distributed through Coloríginz. Sustainability initiatives for 2025 include insect netting, Full LED lighting, recycled sleeves, and a geothermal energy project.
Differentiator
Problem solved
Functional benefit
Brands
- Charmelia: A strong, exclusive, and special Florinca variety known for its many branches, fountain-shaped growth, elegant appearance, rich flowering, and exceptionally long vase life of up to 21 days. Grown exclusively by Together2Grow under Decorum label.
- Astronova
Products and services
- Alstroemeria Grootbloemig (Large-flowered Alstroemeria) Year-round cut flower product line of large-flowered Alstroemeria varieties grown under modern greenhouse horticulture across three Dutch teeltlocaties (Schipluiden, Poeldijk, Kwintsheul) and one Ethiopian farm (Sululta). Sold through FloraHolland auction, B2B webshop, FloraMondo and Floriday to florists, wholesalers, and retail chains.
- Charmelia / Florinca Exclusive Charmelia® brand of Florinca (branching Alstroemeria) cut flowers featuring fountain-shaped growth, rich flowering, and exceptionally long vase life of up to 21 days. Includes Charmelia Blush, Yellow, Pink, White, Purplex, Blanca, and Apricot varieties. Grown exclusively by Together2Grow under the Decorum premium label.
- Astronova® Premium cut flower variety developed in collaboration with Royal Van Zanten and Coloríginz, featuring a 14-day vase life and large dynamic bloom shape. Available in four varieties (Capella, Libra, Rigel, Thabit) in 60 and 70 cm stem lengths. Exclusively distributed through Coloríginz (Dutch Flower Group) to exporting wholesalers and high-end retail.
- B2B Webshop Online B2B webshop offering daily availability of the complete Alstroemeria and Florinca assortment. Built for buyers who do not transact via FloraMondo or VMP connections. Orders are fulfilled through the FlowerWarehouse distribution centre at FloraHolland Naaldwijk.
- Distribution Centre (via FlowerWarehouse) Logistics and distribution service operated in partnership with FlowerWarehouse (FWH) at FloraHolland Naaldwijk. Provides chilled stock management, storage, order picking, and order distribution to buyers for daily webshop orders.
Quantifiable outcome
- Vase life up to 14 days for Astronova flowers
- +3 more outcomes
Companies that use Together2grow
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
Together2grow technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Together2grow partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Royal Van ZantencoreStrategic breeding partnership for Alstroemeria and Florinca varieties. Nearly 10-year development trajectory for Astronova. Also collaborated on successful Charmelia brand introduction. Royal Van Zanten is international leader in breeding and propagation of cut flowers and pot plants, founded 1862.
- Coloríginz (Dutch Flower Group)coreExclusive distribution partner for Astronova cut flower. Part of Dutch Flower Group. Brings specialized brands in roses, summer flowers, and exotics together. Distribution via exporting wholesalers to florists and high-end retail.
- FlowerWarehouse (FWH)coreDistribution center partnership at FloraHolland Naaldwijk for quick and flexible delivery. FWH offers chilled stock management, storage, order picking, and order distribution to buyers.
- Decorum (Telersvereniging)coreGrowers' association since 2017. Premium A-brand representing quality, innovation, and sustainability. Together2Grow products marketed under Decorum label including Decorum Rich packaging and Decorum Feel (cardboard collar).
- Floral FundamentalsminorIndustry organization membership. Aims to share practical information about flowers, plants and products used in floral industry. Connects florists directly with growers through digital magazine. Company ambassadors participate in Meet and Greet events.
- Royal FloraHollandcoreDutch flower auction with locations at Naaldwijk and Aalsmeer. Main sales channel for Alstroemeria and Florinca products via auction clocks. Also hosts distribution center partnership.
- FlorismartminorFlorist purchasing organization with Grower Ambassador program linking florists to growers. Kate Whalon (Paragon Floral Design) served as ambassador for Together2Grow in UK market.
Scale indicators7 records
Recent moves9 records
Expansion highlights6 records
Together2grow competitors and assessment
Company assessmentOthers
- Royal FloraHolland: Largest global flower auction (Naaldwijk, Aalsmeer) and Together2Grow's primary commodity-channel partner. Comparable as infrastructure/provider rather than competitor, but critical to T2G's distribution economics.
- Floral Fundamentals: Industry organization Together2Grow is a member of; connects growers with florists through digital magazine and ambassador programs. Comparable as a marketing channel and industry peer network rather than a direct competitor.
- Decorum Company: Premium growers' cooperative/brand representing quality, innovation and sustainability, of which Together2Grow has been a member since 2017. Comparable as a marketing and quality umbrella; member-growers are effectively co-branded competitors and partners.
Direct peers
- Van den Bos Flowerbulbs: Dutch breeder and grower of cut flowers and flower bulbs with significant African production footprint. Comparable on greenhouse/field cut-flower production, multi-geography model, and export/wholesale channel strategy.
- Könst Alstroemeria B.V. Dutch Alstroemeria breeder and grower that directly supplies Together2Grow with Florinca Mojito and competes in the same cut-Alstroemeria category for European florist and wholesale buyers. Highly comparable on product, customer base, and Dutch greenhouse production model.
- Hilverda Kooij: Major Dutch Alstroemeria and Limonium breeder that supplies Together2Grow (Estee variety) and sells comparable cut flower genetics globally. Directly comparable on breeding pipeline, product mix (Alstroemeria focus), and customer overlap with European florists and supermarkets.
- Marginpar: Dutch grower of summer flowers and specialty cut flowers (Eustoma, Astrantia, etc.) operating multiple international production sites including Africa. Comparable on greenhouse cut-flower model, multi-country footprint, and European florist customer base.
Broad incumbents
- Dutch Flower Group: Parent of Coloríginz (Together2Grow's exclusive Astronova distributor). Major Dutch flower trade group bundling specialist brands for global wholesale. Comparable on distribution channel and customer base (exporting wholesalers, high-end retail).
- Royal Van Zanten: Large Dutch breeding company (founded 1862) that is Together2Grow's core Astronova and Charmelia partner; broader cut-flower and pot-plant portfolio. Comparable as a breeding counterpart and as a competing supplier of genetics that other Alstroemeria growers license.
- Dümmen Orange: Global leader in floricultural breeding (pot plants and cut flowers). Comparable as a breeder supplying competing Alstroemeria genetics and competing for the same European floriculture customers at larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Together2grow social profiles
Digital presenceTogether2grow financial estimates
Financial estimateRevenue estimate
Valuation estimate
Together2grow leadership team
Management profileNumber of profiles
Profiles3 records
Together2grow subsidiaries and ownership
Company hierarchySubsidiaries1 record
Together2grow funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Together2grow M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Together2grow
What does Together2grow do?
Together2Grow cultivates and supplies Alstroemeria Grootbloemig (large-flowered) and Charmelia/Florinca cut flower varieties year-round across three Dutch growing locations (Schipluiden, Poeldijk, Kwintsheul) and one Ethiopian farm (Sululta), producing approximately 36 million stems annually. The company sells exclusively through B2B channels — Royal FloraHolland auction, own webshop, FloraMondo, Floriday, and Coloríginz — to florists, wholesalers, exporters, and retail/supermarket chains. Together2Grow holds exclusive growing rights for the Charmelia® brand and co-developed the Astronova® variety with Royal Van Zanten and Coloríginz.
Is Together2grow a public or private company?
Together2grow is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Together2grow founded?
Together2grow was founded in 2016. It employs 11 to 50 people.
Where is Together2grow based?
Together2grow is headquartered in Poeldijk, Netherlands, in the Europe region.
How does Together2grow make money?
Four revenue lines are on record. Auction Sales are the primary driver. The others are direct B2B Sales via Webshop, platform Sales and wholesale Distribution.
Who are Together2grow's main competitors?
Others on record are Royal FloraHolland, Floral Fundamentals and Decorum Company. Direct peers are Van den Bos Flowerbulbs, Könst Alstroemeria B.V., Hilverda Kooij and Marginpar. Broad incumbents are Dutch Flower Group, Royal Van Zanten and Dümmen Orange.
Does Together2grow have an API?
No public API is recorded for Together2grow.
What industry is Together2grow in?
Together2grow's product category is Cut Flower Production. Its primary akta.pro industry code is AFAGAHAD, Greenhouse Floriculture (Cut Flowers), with a secondary code of AFAGAIAO, Nursery Stock & Propagule Production (Cuttings, Rootstocks, Grafts). Its NAICS code is 111422 and its SIC code is 100.