Dutch flower auction Plantion presents three-year strategic plan to grow revenue by 10 per cent

André van Kruijssen (left) details Plantion’s strategic growth plan.

EDE, Netherlands: At its Annual General Members Meeting on 16 February 2022, Dutch flower auction Plantion presented its three-year strategic plan which provided an overview of its long-term strategy and key initiatives to deliver profitable growth and customer value.

Plantion’s strategic plan gives answers to the question as how the auction intends to translate the general trend towards digitisation into a customer-oriented service for retailers, garden centres and wholesalers. Plantion is aiming to achieve annual growth in revenue of 10 per cent.

Managing director André van Kruijssen wishes to move towards 24/7 operations, which will allow customers to choose from a comprehensive selection of rapid, modern services whenever they need them.

In addition to online services, in person purchases will continue – particularly in the ‘most innovative auction room in the Netherlands’. Plantion is also eager to develop more innovative concepts, such as ‘De Kas’, where physical experience is combined with online ordering using QR codes.

Clock Presale, Remote Buying (with livestream) and the Plantion webshop for digital purchases will undergo a major overhaul to be combined with complementary services, such as labelling, storage and delivery.


Plantion will invest in new systems and facilities over the coming years, including a phased upgrade of ICT systems as a catalyst for future service provision. The auction will replace its software while apps serve to exchange of information between suppliers and customers on the real-time status of products and transactions.

As part of its 24/7 ambitions, Plantion also intends to furhter automate distribution and to streamline logistics processes. The additional space that will be required is covered by a site plan, which includes part new-build.

Bolstering collaboration

Bolstering collaboration is equally part of the growth plan – aimed at boosting mutual involvement. Plantion began annual regional member meetings in 2021 across eight different regions. To remain attractive to future generations of suppliers and customers, Plantion has also recently established a Council of the Future, comprising a group of 22 young and promising suppliers, customers, transporters and employees. The Council will act in an advisory capacity to Plantion over the next few years, supplying new ideas.

Supervisory Board

The AGMM welcomed Marc Cleophas to the Supervisory Board for another term of office. Ruud Knorr, Commercial Director at Royal FloraHolland, proposed himself as a new member of the Supervisory Board. Plantion is delighted to have him on board and hopes that his expertise will help turn plans and ambitions into reality.

The state of Plantion’s trade

Following record turnover of €114.5 million in 2021 (an increase of nine per cent on 2020), Plantion has made a flying start in 2022. The aim is to increase turnover by a further ten per cent this year, partly through the acquisition of new customers and through robust growth in digital transactions. However, with cost increases in mind, potential geopolitical developments and the after-effects of the Covid-19 pandemic, Plantion is estimating growth of seven per cent.

Plantion is an attractive and complete marketplace that florists, retailers and wholesalers – whether they are online or offline – can turn to 24/7 for flowers and plants, as well as a personal, customer-focused service. After all, innovation, inspiration and connection are the characteristics that allow Plantion to stand out from the rest in the horticultural sector. For more information, see: www.plantion.nl/en/

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