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About us

It's our passion to make your business flourish

As one of the leading floral export companies in Europe, we offer an extensive, high-quality assortment of green and flowering indoor and outdoor plants, as well as cut flowers. We combine our passion for nature with an efficient supply chain and personal customer service: from marketing support to concept creation and category management. Choosing Noviflora means starting a reliable partnership that will last for years to come.


Profit is not something to add on at the end. It's something to plant from the beginning. We want to help our customers achieve the best results. The definition of these results differs per customer; a retailer looking for more revenue per square meter, a florist aiming for the freshest flowers, or some wholesalers in need of better, more successful commercial concepts. Working with us means tomorrow will always be better than today.

Who are our customers?


Noviflora has its very own collection of exclusive plant and flower brands. Our aim is to raise the status and quality of our plants and flowers, increasing revenue for all parties involved.

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We offer a smart and clever assortment of high- quality green and flowering indoor plants, garden plants and cut flowers, always providing an optimal mix of import and local products. We create our own brands and concepts based on our knowledge as well as inspiration to help you realise bettter results. Every day our Hunters add new findings, straight from their visits in the greenhouse to our online store.

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At Noviflora, being green is about more than just plants. We care about our planet and our environment, and take the social and entrepreneurial responsibility to minimise our ecological footprint very seriously.

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The heart of our business is our Westland-based family company, currently led by the second generation of plant enthusiasts: Xander van Reisen and Hendrico de Brabander. Due to international growth, the management team was later expanded with Ringo Veenman and Ad Lagarde. Together with a team of motivated employees and talented product specialists, we're ready to help you get the most out of your business.

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