Hoogendoorn Projectbeplanting - Interieurbeplanting en Hydrocultuur

What Hoogendoorn Projectbeplanting - Interieurbeplanting en Hydrocultuur does

Hoogendoorn Projectbeplanting is a Dutch family-owned B2B service company founded in 1985 that designs, supplies, and maintains interior plantscaping — primarily hydroculture-based (soil-free, water-rooted) installations — for professional environments across the Netherlands. Its core technology is hydroculture, supplemented by proprietary product lines including the BoAirCleaner air-purifying planter (co-developed with Boflura, integrating filters, ionizers, UVC, and environmental sensors), the GRØNN circular planter range made from recycled stainless steel, the exclusive NextGen Living Wall dealership, and smaller formats such as TikTak panel "plant paintings." The company serves five customer segments — corporate offices, healthcare, education, government, and hospitality — with documented clients including Arkin (20 locations), Zoom, Align Technology, Damen Shipbuilding, ARAG (five locations), Incyte Biosciences, and the municipality of Leusden.

The business model combines project-based one-time installations (e.g., plant paintings from €275 to €975+, custom green walls, moss walls, and large-format trees) with recurring subscription revenue from maintenance contracts in three tiers: Total (minimum 12 visits/year, from €50/month), Quarterly (4 visits/year), and Half-Year (2 visits/year). All tiers include a 3-year plant replacement guarantee. Distribution is exclusively direct field sales, with on-site consultations and custom quotes; the channel is augmented by a Vattenfall B2B referral partnership (with 10% partner discount) and an FC Utrecht sponsorship. The company is currently co-led by second-generation brothers Jelle Hoogendoorn (sales) and Hidde Hoogendoorn (operations), has received four consecutive FD Gazelle Awards (2020–2023), and operates a 1–10 employee organization from an A+++ energy-labeled headquarters in Houten. Revenue is not publicly disclosed, and there is no evidence of external institutional investment.

Name

Hoogendoorn Projectbeplanting - Interieurbeplanting en Hydrocultuur

Legal name

Hoogendoorn Projectbeplanting - Interieurbeplanting en Hydrocultuur

Website

https://hoogendoornprojectbeplanting.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Hoogendoorn Projectbeplanting is a Dutch family-owned B2B interior plantscaping firm, founded in 1985, that designs, supplies, and maintains hydroculture-based interior plants, green walls, and moss walls for corporate, healthcare, education, government, and hospitality clients across the Netherlands.

Ownership category

akta.pro rank

Product category

Interior Landscaping Services

NAICS

Landscaping Services (561730)

akta.pro primary industry

Landscape Design, Build & Installation (Hardscapes/Softscapes) (BPABADAF)

akta.pro secondary industry

Nursery, Sod & Landscape Supply (Installation Support) (IMAIAIAJ)

Keywords

• Interior landscaping services
• Hydroculture plant systems
• Green wall installation
• Indoor plant maintenance
• Biophilic office design

Headquarters

HQ city

Houten

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Subscription-based Maintenance Contracts: Recurring revenue through maintenance subscriptions. Three tiers: Total (maandelijks/maandovereenkomst, minimum 12 visits/year), Quarterly (4 visits/year), and Half-Year (2 visits/year). All tiers include plant replacement guarantee. Total maintenance includes watering, feeding, pruning, spraying, tying, rotating planters, pest control, and watermeter checks.
2. Plant Sales (One-Time and Project-Based): One-time and project-based sales of plants, planters, green walls, moss walls, vertical green systems, and custom furniture with integrated plants. Pricing starts at €275 for small plant paintings and €975 for large format plant paintings. Wide range from cactuses and succulents to large trees (e.g., 4-meter Ficus lyrata).
3. Air-Purifying Planter Systems (BoAirCleaner): Sale of specialized air-purifying planter systems integrating filters, ionizers, and UVC purifiers with plants. Ongoing revenue from filter replacements (annual) and monthly plant maintenance. Sensors and online dashboard provide recurring monitoring service.
4. Plant Lease and Rental: Lease and rental of interior plants, including GRØNN by Hoogendoorn circular planter systems. Combined with maintenance subscription for full service model.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Hoogendoorn Projectbeplanting designs, supplies, installs, and maintains interior planting and green walls for professional environments such as offices, healthcare facilities, schools, government buildings, and hospitality venues across the Netherlands. The core offering centers on hydroculture-based interior plantscaping (plants grown in water rather than soil), supplemented by green walls (as exclusive NextGen Living Wall dealer), moss walls, room dividers, vertical greening, and proprietary BoAirCleaner air-purifying planters. Revenue is generated through project-based plant sales/lease and recurring maintenance subscription contracts (Total, Quarterly, and Half-Year tiers) that include plant replacement guarantees.

Product overview

Hoogendoorn Projectbeplanting is a service-oriented company specializing in interior landscaping and hydroculture solutions for professional environments. The company offers a comprehensive portfolio of products and services including interior plants, green walls (NextGen Living Wall system), moss walls, plant containers (in natural, plastic, metal, ceramic, and composite materials), room dividers, vertical greening solutions, air-purifying plant systems (in partnership with Boflura), and maintenance services. The GRØNN sub-brand provides 100% circular plant containers made from recycled materials. Services include design, delivery, and maintenance with subscription plans (total, quarterly, or semi-annual) that include plant replacement guarantees. The company operates primarily in the Netherlands serving offices, healthcare facilities, schools, government buildings, and hospitality sectors.

Differentiator

Problem solved

Functional benefit

Brands

• GRØNN by Hoogendoorn: 100% circular plant containers and sustainable green solutions. Products include STEKR (room divider with power supply), LAAG BOVEN LAAG (lamp, side table and planter combined), KLIMR GEO (climbing plant support), MODULAR and MODULAR MOON (modular plant islands), and POTR (planter with lamp).

Products and services

• Interieurbeplanting (Interior Planting) Interior landscaping services for offices, healthcare facilities, schools, government buildings, and hospitality venues. Includes design, delivery, and maintenance of live plants, green walls, and moss walls.
• Hydrocultuur (Hydroculture) Hydroculture-based interior planting using water-cultivated plants in specialized containers, offering low-maintenance and sustainable solutions for indoor spaces.
• Groene Wand (Green Wall) Living green walls featuring real plants, available as space-saving alternatives to office plants. Hoogendoorn is an official dealer of the NextGen Living Wall modular system.
• Moswand (Moss Wall) Maintenance-free moss walls using treated moss with environmentally friendly glycerine, remaining beautiful for years while providing sound absorption and improved acoustics.
• Plantenbakken (Plant Containers) Plant containers available in various materials including natural/handmade, plastic, metal, ceramics, and composite. Offered through the GRØNN brand for circular solutions.
• Roomdividers with Integrated Plants Plant-based room dividers that create natural barriers between workspaces, meeting rooms, and common areas, improving privacy and acoustics.
• Verticaal Groen (Vertical Green Solutions) Vertical green solutions including green walls, room dividers, moss walls, LivePicture frames, wall planters, and BioMontage systems.
• GRØNN by Hoogendoorn Circular Planters 100% circular planter brand featuring locally produced (Made in Holland) sustainable containers with bases made from recycled stainless steel and steel products. Includes integrated product concepts for room dividers, lamps, side tables, and modular planters.
• BoAirCleaner Air-Purifying Planter System Air-purifying plant containers developed in partnership with Boflura, integrating air filters, air ionizers, and UVC cleaners with real plants to eliminate aerosols, filter pathogens, and improve air humidity. Available in 25m3 or 50m3 per hour capacities with sensors and an online dashboard.
• Onderhoud (Plant Maintenance Subscriptions) Plant maintenance services including total maintenance (minimum 12 visits/year), quarterly maintenance (4 visits/year), and half-year maintenance (2 visits/year). Includes plant replacement guarantee covering all plants under Hoogendoorn's care.
• Lease en Huur (Plant Lease and Rental) Rental and leasing options for interior plants, allowing flexibility for clients who prefer not to purchase plants outright. Combined with maintenance subscription for full service model.
• TikTak Panels (Plant Paintings / Green Pictures) Green paintings featuring living plants arranged in panels. Available in multiple sizes including large format (1.20m x 92cm x 20cm, 40 plants), half-size (20 plants), room dividers (54 or 108 plants), and small wall variants.

Quantifiable outcome

• One plant per two employees creates a measurably healthier environment (Wageningen University research)
• +4 more outcomes

Named customers16 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• VattenfallcoreGTM or Marketing PartnerStrategic partnership where Vattenfall refers its MKB business customers to Hoogendoorn for interior plantscaping. Specially developed sustainable green concepts for Vattenfall customers. Vattenfall customers receive 10% partner discount. Joint marketing through dedicated landing page on Vattenfall's website. Alignment on sustainability: Vattenfall's 'fossil-free living within one generation' mission matches Hoogendoorn's environmental values.
• GRØNNcoreStrategic or Co-development PartnerGRØNN is a partner for 100% circular planter products. GRØNN designs and manufactures locally in the Netherlands (Made in Holland). Products include STEKR, LAAG BOVEN LAAG, KLIMR GEO, MODULAR/MODULAR MOON, and POTR. Bases made from recycled stainless steel and steel. Hoogendoorn integrates these planters with their plants and maintenance services. GRØNN products are featured as 'GRØNN by Hoogendoorn' on the website.
• Stichting Adopteer RegenwoudcoreStrategic or Co-development PartnerSince 2020, Hoogendoorn adopts a piece of rainforest in Costa Rica for every new customer. Partner since 2020. The foundation purchases land in Costa Rica, which then falls under forest law preventing logging. Goal is to protect 2,000 hectares of rainforest. Hoogendoorn donates 1, 5, 10, or 15 m² of rainforest per project depending on size. Customers receive a certificate of their protected rainforest area. Adopteer Regenwoud interviewed Hoogendoorn about the partnership. Alternative to traditional corporate gifts (e.g., extra donation instead of Christmas gifts).
• NieuwkoopminorOthersListed as a sustainable partner in Hoogendoorn's MVO section. Nature of partnership is commercial/supply relationship for plant and planter products.
• VLMminorOthersListed as a sustainable partner. VLM is committed to their plants, people and the planet. Pursues maximum biological crop protection; no crop protection agents used where possible. Plants at VLM have a good life. Nature of partnership is commercial/supply relationship.
• NextGen Living WallminorChannel Partner/ Reseller/ DistributorOfficial dealer of the NextGen Living Wall system — a modular vertical garden applicable anywhere with endless design possibilities. Used as a key differentiator in green wall installations.
• FC UtrechtminorGTM or Marketing PartnerHoogendoorn is the official plant supplier of FC Utrecht football club, providing interior greenery for their facilities. Partnership serves as a reference client and marketing visibility.
• YuvertaminorStrategic or Co-development PartnerLargest green education provider in the Netherlands. Hoogendoorn has started giving guest lessons in collaboration with Yuverta, introducing young adults to the world of interior plantscaping. Contributes to SDG 4 (Quality Education).

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Others

• Boflura: Dutch technology partner of Hoogendoorn that co-developed the BoAirCleaner air-purifying planter system. Boflura provides the filter/UVC engineering that underpins Hoogendoorn's premium air-purification product line, making it an enabling ecosystem partner rather than a competitor.
• Nieuwkoop Europa: Dutch wholesale supplier of interior plants, planters, and decorative greenery, listed as a sustainable supplier partner of Hoogendoorn. Relevant as an upstream ecosystem participant that also serves many of the same interior landscaping and B2B customers with plant material.

Direct peers

• Ambius: Global interior landscaping brand owned by Rentokil Initial that designs, installs, and maintains indoor plants, green walls, and seasonal displays for offices, hotels, and healthcare. Closest direct competitor to Hoogendoorn's core interior plantscaping and maintenance subscription offering, with overlapping product categories (live plants, moss walls, living walls) and similar B2B customer base.

Broad incumbents

• Vebego: Dutch family-owned facility services group providing cleaning, security, and building-related services across the Netherlands and broader Europe. Vebego is a relevant broad competitor because it operates in the same Dutch B2B accounts (corporates, healthcare, government) and could expand into interior plantscaping as an integrated service.
• Sodexo: Global facility management and food services major with operations in the Netherlands. Sodexo competes indirectly by offering interior greenery as part of broader workplace experience bundles to the same enterprise customers Hoogendoorn targets, leveraging scale and cross-sell advantages.
• ISS A/S: Large Danish facility services provider with broad offerings including workplace, cleaning, and support services. ISS competes as a broader facilities management incumbent that can bundle interior plantscaping into multi-service contracts targeting the same Dutch corporate, healthcare, and government accounts Hoogendoorn serves.
• Facilicom Solutions: Dutch facility services group (part of Facilicom Group) providing cleaning, catering, security, and workplace services. Competes indirectly by bundling workplace services for Dutch corporates and government, with the scale to add interior plantscaping to its offering.
• BrightView Landscapes: Largest US commercial landscaping services company offering landscape design, build, and maintenance at scale for corporate and institutional clients. Comparable as a broad incumbent demonstrating how landscape services can be scaled and bundled for B2B customers, though BrightView is primarily outdoor-oriented versus Hoogendoorn's interior focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/coming-home
• Instagraminstagram.com/hoogendoorn_projectbeplanting
• Pinterestnl.pinterest.com/hydrocultuur

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Hoogendoorn Projectbeplanting - Interieurbeplanting en Hydrocultuur