Lg Flowers Holding B.v.
LG Flowers Holding B.v. is a Dutch family-owned gerbera breeder and producer in Pijnacker and Delfgauw. Producing 95 million gerberas annually across 78 varieties on 12 hectares, the company serves retailers via B2B sales and consumers through its EasyFlor webshop.
- Company typePrivate
- Founded1975
- HeadquartersPijnacker, Netherlands
- Headcount—
- GTM typeB2B
- OfferingHardware or Manufacturing
What Lg Flowers Holding B.v. does
LG Flowers Holding B.v. is a third-generation, family-owned Dutch horticulture company specializing in the breeding, cultivation, and production of gerberas. Founded in 1975 and headquartered across Pijnacker and Delfgauw in the Netherlands, the company operates approximately 100 employees over 12 hectares of greenhouse, producing 95 million gerberas annually across 78 gerbera varieties and 72 mini-gerberas. Leadership sits with Joyce Lansbergen (Managing Director) and Mike Lansbergen (Sales & Logistics Director).
Lg Flowers Holding B.v. firmographics
Firmographics- Name
- Lg Flowers Holding B.v.
- Legal name
- LG Flowers Holding B.v.
- Website
- https://lgflowers.nl
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Short description
- LG Flowers Holding B.v. is a Dutch family-owned gerbera breeder and producer in Pijnacker and Delfgauw. Producing 95 million gerberas annually across 78 varieties on 12 hectares, the company serves retailers via B2B sales and consumers through its EasyFlor webshop.
- Ownership category
- akta.pro rank
Where Lg Flowers Holding B.v. is headquartered
LocationHeadquarters
- HQ city
- Pijnacker
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Lg Flowers Holding B.v. business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Wholesale Gerbera Sales: B2B wholesale of gerbera flowers to retailers and the floral industry supply chain
- Bouquet and Concept Sales: Ready-made bouquets and retail concepts developed by in-house design department for flower shelves
- Webshop Direct Sales: Direct-to-consumer and B2B sales via company's own webshop platform lgflowers.easyflor.shop
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Lg Flowers Holding B.v. product offering
Product offeringCore offering
LG Flowers breeds, grows, and supplies gerbera flowers and gerbera plants to professional floral buyers from its 12-hectare greenhouse operations in Pijnacker and Delfgauw, Netherlands. The company produces approximately 95 million gerberas annually across 78 varieties, and also develops ready-made bouquets and retail concepts for flower shelves through its in-house design department. Products are sold via B2B wholesale relationships with retailers and through the company's own EasyFlor-based webshop for direct orders.
Product overview
LG Flowers is a family-owned Dutch gerbera breeder, propagator, and producer operating from a greenhouse facility in Pijnacker and Delfgauw, Netherlands. The company controls every stage of the supply chain — from breeding (via its Florya Breeding programme) through cultivation, picking, processing, and design — producing over 95 million gerberas annually across 78 varieties. Its product portfolio is organized into four branded sub-lines — Mi Dotti (full and round blooms), Mi Twisti (dancing petals), Mi Queeni (crown-like blooms), and Mi Punki (impish sprite blooms) — supplemented by a Novelties line of newly introduced varieties and a Large Gerberas (Groot) line. Beyond raw flowers, the company's internal design team creates ready-made bouquets and retail concepts (Bouquets and Concepts) for the floral shelf. Finished products and named varieties are sold directly through the company's LG Webshop (EasyFlor e-commerce platform).
Differentiator
Problem solved
Functional benefit
Brands
- Florya Breeding: The company's breeding department that creates new gerbera varieties distinctive in colour, shape, or a combination of both.
Products and services
- Mi Dotti Sub-brand of mini gerberas characterized by full, round blooms. Includes variants such as Mi Dotti Odile, Bolero JayJay, Mi Dotti Ivani, Bolero WinWin, Vialli, Bolero ChooChoo, and Mi Dotti Malou, sold to retailers and via the LG Webshop.
- Mi Twisti Sub-brand of mini gerberas characterized by dancing, twisting petals. Sold to retailers and direct customers through the LG Webshop.
- Mi Queeni Sub-brand of mini gerberas characterized by a crown-like bloom, with flower diameters of approximately 10.0 cm and vase lives of 14-16 days. Includes Mi Queeni Imani, Mi Queeni Pia, and Mi Queeni Joy.
- Mi Punki Sub-brand of mini gerberas characterized by a lively, impish petal appearance. Includes 16 variants such as Mi Punki Humba, Kiko, Judy, Arthur, Isra, Irma, Olinda, Newton, May, and Elida, with vase lives up to 20 days.
- Novelties (Mini Gerberas) A collection of newly introduced mini gerbera varieties not yet mainstream in the assortment. Includes 30 varieties such as Bolero ViriViri, Olaf, Roslyn, Mi Punki Erik, Oreo, Rafi, Asmara, Mi Punki Reya, Holy Moly, Papagayo, and others.
- Large Gerberas (Groot) A product line of larger-sized mini gerberas, including Freedo (9.0 cm diameter, 17-day vase life), Mi Queeni Pia (10.0 cm diameter), and Mi Queeni Joy (14-day vase life).
- Bouquets and Concepts (Design Services) In-house design department offering ready-made bouquets and retail display concepts for flower shelves, developed using market data, trend analysis, and close customer collaboration to create tailored floral arrangements and shelf concepts for retailers.
- LG Webshop (EasyFlor) Proprietary e-commerce platform (built on EasyFlor) allowing customers to reserve and purchase gerbera varieties directly online at lgflowers.easyflor.shop.
Quantifiable outcome
- 18 months pesticide-free cultivation achieved during pilot programme
- +2 more outcomes
Companies that use Lg Flowers Holding B.v.
Customer profileSegments2 records
Ideal customer profiles2 records
Lg Flowers Holding B.v. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature3 records
Lg Flowers Holding B.v. partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights5 records
Lg Flowers Holding B.v. competitors and assessment
Company assessmentDirect peers
- Royal Van Zanten: Dutch breeder and propagator of cut flowers including chrysanthemums, lilies, and gerberas, selling to global wholesale and retail customers. Directly comparable in breeding-driven cut-flower production.
- Florensis: Netherlands-based breeder and propagator of ornamental young plants including gerberas, supplying growers and retailers across Europe. Strongly comparable in breeding-led floriculture production serving the same professional customer base.
- HilverdaKooij: Dutch breeder and propagator of gerberas, lisianthus, and solidaster, with a comparable focus on cut-flower varieties and trading globally to professional floral buyers. Directly comparable in gerbera breeding and propagation.
- Holland Premium Flowers: Dutch horticultural group producing gerberas and other cut flowers for European retailers, with integrated breeding and bouquet concepts. Comparable in vertical integration from variety to retail-ready bouquets.
- Karel van Eijk Flowers: Specialist Dutch gerbera grower producing cut gerberas for the European wholesale market. Directly comparable in single-crop gerbera cultivation and B2B floral supply.
Broad incumbents
- Selecta One: European breeder and propagator of ornamental plants and cut flowers, including gerberas. Comparable in breeding intensity and B2B floriculture production, with a broader crop portfolio.
- Ball Horticultural Company: Large international breeder and supplier of flower seeds, cuttings, and young plants. Active in gerbera and other ornamentals, supplying growers and retailers worldwide — a broader incumbent with overlapping gerbera breeding.
- Syngenta Flowers: Global flower seed and cutting breeder owned by Syngenta, including gerbera varieties. A broader incumbent competing in the same professional floriculture breeding category.
- Dümmen Orange: Global leader in floriculture breeding and propagation across flowers, potted plants, and bedding plants. A broader incumbent in the same floriculture value chain, competing for shelf space and breeder royalties.
Regional players
- Schreurs (De Ruiter Intellectual Property): Dutch rose and gerbera breeder focused on premium cut flowers for the global wholesale market. Comparable in breeding-led floriculture production, with a regional European base and similar customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Lg Flowers Holding B.v. social profiles
Digital presenceLg Flowers Holding B.v. compliance and trust
Trust signalCompliance4 records
Lg Flowers Holding B.v. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lg Flowers Holding B.v. leadership team
Management profileNumber of profiles
Profiles2 records
Lg Flowers Holding B.v. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lg Flowers Holding B.v. 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 Lg Flowers Holding B.v.
What does Lg Flowers Holding B.v. do?
LG Flowers breeds, grows, and supplies gerbera flowers and gerbera plants to professional floral buyers from its 12-hectare greenhouse operations in Pijnacker and Delfgauw, Netherlands. The company produces approximately 95 million gerberas annually across 78 varieties, and also develops ready-made bouquets and retail concepts for flower shelves through its in-house design department. Products are sold via B2B wholesale relationships with retailers and through the company's own EasyFlor-based webshop for direct orders.
Is Lg Flowers Holding B.v. a public or private company?
Lg Flowers Holding B.v. is a private company. It is classified as family owned and is currently operating.
When was Lg Flowers Holding B.v. founded?
Lg Flowers Holding B.v. was founded in 1975.
Where is Lg Flowers Holding B.v. based?
Lg Flowers Holding B.v. is headquartered in Pijnacker, Netherlands, in the Europe region.
How does Lg Flowers Holding B.v. make money?
Three revenue lines are on record. Wholesale Gerbera Sales are the primary driver. The others are bouquet and Concept Sales and webshop Direct Sales.
Who are Lg Flowers Holding B.v.'s main competitors?
Direct peers on record are Royal Van Zanten, Florensis, HilverdaKooij, Holland Premium Flowers and Karel van Eijk Flowers. Broad incumbents are Selecta One, Ball Horticultural Company, Syngenta Flowers and Dümmen Orange. Schreurs (De Ruiter Intellectual Property) is listed as a regional player.
Does Lg Flowers Holding B.v. have an API?
No public API is recorded for Lg Flowers Holding B.v..