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History

In the 1990s, Noviflora pioneered the export of plants to Northern Europe, and has grown exponentially ever since.

Pioneers since 1974

Inspired by his experience selling flower bulbs in Sweden in the mid-sixties, Hans van Reisen and his wife Letty founded a plant export company right here in Honselersdijk in 1974. At the time, they were the first plant exporters in the Westland region to specialise in house and garden plants.

In the 1990s, Noviflora pioneered the export of plants to Northern Europe, and has grown exponentially ever since, expanding its services to Mid-Europe and Eastern Europe over the years. With the takeover of export company Nobel Green, Roselife and the Dutch branch of Clarke & Spears International Ltd, Noviflora has established itself as an ever-growing force in the European horticulture industry, with a strong position as market leader in Scandinavia.

Nowadays, the company is still a family-run business- Hans’s son Xander van Reisen now makes up the management team together with Hendrico de Brabander.