AllGreen
AllGreen B.V. is a Dutch B2B plant trading house, founded in 2007, that supplies indoor, garden, and bedding plants — plus custom seasonal display concepts — to European garden center chains and supermarket groups including Dehner, Coop/Jumbo, and Kalia.
- Company typePrivate
- Founded2007
- HeadquartersHazerswoude-dorp, Netherlands
- Headcount—
- GTM typeB2B
- OfferingServices
What AllGreen does
AllGreen B.V. is a privately held Dutch B2B plant trading house founded in November 2007 and headquartered on the ITC-terrein in Hazerswoude-Dorp, Netherlands. The company supplies indoor plants, garden plants, nursery products, and bedding plants to professional garden center chains and supermarket groups across Western and Central Europe, with a customer base that includes Dehner (135 branches in Germany and Austria), Coop and Jumbo in Switzerland (800 supermarkets and 120 hobby markets under daily delivery contracts), and Kalia/Semenarna in Slovenia.
The company operates with a small core team of employees and a flexible network of growers, suppliers, and transporters governed by structured, flexible agreements designed to prevent out-of-stocks and ensure 100% fulfillment of delivery commitments regardless of seasonal demand fluctuations. Beyond its core plant assortment, AllGreen develops custom table and store concepts jointly with retail customers, producing fully furnished, season-themed plant displays in defined color palettes and styles. The company describes a high degree of process automation internally but discloses no proprietary technology stack, digital platform, or AI/ML capabilities.
AllGreen generates revenue through B2B product sales to retail garden centers and supermarket chains on a quote-based pricing model with no publicly disclosed price list. Its go-to-market is sales-led and relationship-driven, anchored by long-term supply agreements with a small number of large European retail groups. The business is export-focused from its Dutch base into German-speaking and Alpine markets, with the website presented in Dutch, English, French, and German to support international outreach.
AllGreen firmographics
Firmographics- Name
- AllGreen
- Legal name
- AllGreen B.V.
- Website
- https://all-green.nl
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Short description
- AllGreen B.V. is a Dutch B2B plant trading house, founded in 2007, that supplies indoor, garden, and bedding plants — plus custom seasonal display concepts — to European garden center chains and supermarket groups including Dehner, Coop/Jumbo, and Kalia.
- Ownership category
- akta.pro rank
AllGreen industry classification
Industry- Product category
- Horticultural Wholesale Distribution
- NAICS
- Flower, Nursery Stock, and Florists' Supplies Merchant Wholesalers (424930)
- akta.pro primary industry
- Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)
Keywords
Where AllGreen is headquartered
LocationHeadquarters
- HQ city
- Hazerswoude-dorp
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
AllGreen business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Plant Product Sales: AllGreen operates as a trading house/supplier for garden center chains, delivering indoor plants, garden plants, nursery products, and bedding plants. Revenue is generated through product sales to retail garden centers and supermarket chains across Europe.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels1 record
AllGreen product offering
Product offeringCore offering
AllGreen B.V. is a Dutch trading house and B2B supplier for garden center chains, delivering a basic assortment of indoor plants (kamerplanten), garden plants (tuinplanten), and bedding plants (perkgoed), as well as nursery products. In addition to the core plant assortment, AllGreen co-develops custom table and store concepts with its customers, providing fully styled plant displays tailored to specific seasons and customer preferences. The company emphasizes 100% fulfillment of delivery agreements, a small scalable core team, and high process automation to serve large European retail chains.
Product overview
AllGreen B.V. is a supplier for garden center chains offering a basic assortment of indoor plants, garden plants, and bedding plants. The company also develops custom table and store concepts alongside its customers, providing fully furnished and styled plant displays tailored to specific seasons and customer preferences. The core product line consists of plant categories while custom concepts represent a differentiated service offering built on top of the basic assortment.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 100% fulfillment of delivery agreements regardless of seasonal fluctuations and demand changes
Companies that use AllGreen
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
AllGreen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AllGreen partnerships and signals
Strategic signalScale indicators3 records
Recent moves7 records
Expansion highlights4 records
AllGreen competitors and assessment
Company assessmentDirect peers
- Royal Lemkes: Dutch wholesale nursery supplying indoor and garden plants to European garden center chains. Closely comparable in product mix (indoor/garden/bedding plants) and B2B trading-house model serving major retailers.
- Waterdrinker Plants & Flowers (Greenyard): Large Dutch plant and flower wholesaler exporting across Europe to retail and garden center chains. Direct competitor in cross-border plant distribution with similar customer base and supplier network.
- Van der Valk + de Groot: Dutch plant wholesaler supplying garden centers and retailers with indoor, garden, and bedding plants. Comparable trading-house model focused on the DACH and Benelux retail channels.
- Hilverda De Boer: Dutch exporter of cut flowers and plants to wholesalers and retail chains across Europe. Comparable in serving retail garden centers with a broad plant assortment via import/export trading model.
- Landgard: German horticultural wholesale cooperative supplying flowers and plants to retail garden centers and supermarkets. Directly comparable in supplying Dehner-style garden center groups with daily plant deliveries.
Broad incumbents
- Florensis: Large Dutch breeder and producer of ornamental young plants and bedding plants. Operates further upstream than AllGreen but supplies many of the same garden center retailers, making it both a supplier source and adjacent competitor.
- Dümmen Orange: Global breeder and propagator of ornamental flowers and plants headquartered in the Netherlands. Larger and more upstream than AllGreen, but competes for shelf-space at the same garden center customers.
- Syngenta Flowers: Global ornamental plant breeding and supply business serving the same European retail garden center channel. Adjacent in value chain as a breeder-supplier rather than trading house.
Others
- Desch Plantpak: UK manufacturer of plant pots, trays, and horticultural packaging. Adjacent supplier into the same garden retail supply chain rather than a direct distributor competitor.
- Pöppelmann Teku: German manufacturer of plastics for horticulture including plant pots and trays. Adjacent ecosystem supplier to the European garden retail channel that AllGreen serves.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
AllGreen social profiles
Digital presenceAllGreen financial estimates
Financial estimateRevenue estimate
Valuation estimate
AllGreen leadership team
Management profileNumber of profiles
Profiles1 record
AllGreen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AllGreen 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 AllGreen
What does AllGreen do?
AllGreen B.V. is a Dutch trading house and B2B supplier for garden center chains, delivering a basic assortment of indoor plants (kamerplanten), garden plants (tuinplanten), and bedding plants (perkgoed), as well as nursery products. In addition to the core plant assortment, AllGreen co-develops custom table and store concepts with its customers, providing fully styled plant displays tailored to specific seasons and customer preferences. The company emphasizes 100% fulfillment of delivery agreements, a small scalable core team, and high process automation to serve large European retail chains.
Is AllGreen a public or private company?
AllGreen is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AllGreen founded?
AllGreen was founded in 2007.
Where is AllGreen based?
AllGreen is headquartered in Hazerswoude-dorp, Netherlands, in the Europe region.
How does AllGreen make money?
One revenue line is on record: plant Product Sales.
Who are AllGreen's main competitors?
Direct peers on record are Royal Lemkes, Waterdrinker Plants & Flowers (Greenyard), Van der Valk + de Groot, Hilverda De Boer and Landgard. Broad incumbents are Florensis, Dümmen Orange and Syngenta Flowers. Others are Desch Plantpak and Pöppelmann Teku.
Does AllGreen have an API?
No public API is recorded for AllGreen.
What industry is AllGreen in?
AllGreen's product category is Horticultural Wholesale Distribution. Its primary akta.pro industry code is AFAGAHAM, Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers). Its NAICS code is 424930.