We’re only a phone call away and always ready to help.

Paul Verdel Account Manager at Verdel

Who is Verdel

Your needs
We help our retail, flower shop and wholesale customers flourish. And we can help you too. Get support formulating your commercial goals. Benefit from our business and market know-how. Increase your margins with efficient solutions. Gain insight into the latest trends. Leverage effective promotional ideas and advanced web shop solutions. Because your success is ours.

Your partner
Our clients often describe us as down to earth. We’re proud of that. They also appreciate our forward-thinking innovation. Full-service concepts that reduce risks and costs. Powerful web solutions. Combining new ideas with trusted service, we are building on our ambition to be an active and valuable partner to our clients. The partner for the florist, supermarket and wholesaler.

A short introduction

Verdel started in 1969 when Fred Verdel launched a flower supply and plant export business. One person with a dream based on expertise, attention to detail and a personal touch. It worked. Today we are international. And still a family business. We strive to help our customers and growers be even more successful, and so spread the joy of flowers and plants as far and wide as possible.

Family company

Verdel is a family run business going back two generations. We are always available and stand for personal business relationships and social responsibility.

Real partnership

We support our customers all the way into the consumers' homes, and help them earn a better profit from the sales of flowers and plants.


Our customers describe us as down-to-earth and no-nonsense. Customers are treated fairly, honestly and with their needs in mind.

Sharing expertise

Verdel is an ambitious, service-focused company with a proven record. We share our expertise so customers can grow their turnover and margins.

The history of Verdel

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    2021 - Bart & Bastian Shops

    In order to fully focus on our ideal of providing the German consumer with the most beautiful and sustainable flowers and plants, we have decided to convert our brands 'Primaflora' and 'Naturals' into our own Bart & Bastian brand. The flower shops will serve as an extension of the supermarket brand with a wider range and the specialism of our own florists.

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    2021 - Collaboration FM Group

    Verdel has sought affiliation with FM Group in order to be able to serve its customers even better in the future and to realize its growth ambitions. For FM Group, Verdel makes an important contribution to the realization of the group strategy by increasing the market share of florists, wholesalers and retailers in Europe.

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    2020 - Innovation in the workplace

    Innovation is key! In order to continue to meet the ever-increasing demand for hand-tied bouquets, we have invested in two production machines. We use these two machines to make our range of basic bouquets, so that our bouquet binders have more space to tie exclusive bouquets. Are you curious how it works? Then watch the video…

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    2019 - New brand

    After years of development, Verdel launches its first consumer brand for the retail: Bart & Bastian. The Verdel heritage translated into a consumer brand: a brand we are proud of.

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    2017 - New corporate identity

    Verdel is growing and flourishing and by now we have colleagues in the Netherlands, Germany, Denmark, Belgium, Austria and Italy. Since our focus is increasingly on the cooperation with our partners, we fortify our payoff by changing it into ‘partner in your flourishing business’.

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    2012 - New HQ, more efficiency

    We centralise our operations, in Honselersdijk, and introduce our slogan: Partner in flourishing business. More efficiency means lower costs that we can pass on.

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    2001 - Walk the talk

    We say we understand floristry. With the opening of our Primaflora flower shops, we prove it. And learn things that can benefit our other customers.

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    1976 - Verdel enters Belgium

    Our first international customer. And we continue to work together today. Still one of our biggest accounts and a great example of mutual benefit through partnership. #proud.

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    1992 - More space

    The business is flourishing so brothers Fred and Ton Verdel open two new offices, in Rijnsburg and Naaldwijk.

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    1969 - Putting down roots

    Fred Verdel starts his flower and plant export business in Roelofarendsveen, exporting to Germany. Within two months, his van is too small. Time for a truck.

Our mission

We make selling flowers and plants profitable for our customers, so that more and more people can then enjoy their beauty at home, work and leisure. With markets changing, we innovate to help our customers stay ahead and grow their business. We are extending our role as an active, forward-thinking partner to our customers, and focusing on potential clients who fit that strategy. Our ultimate goal? To be the go-to partner for retailers, flower shops and wholesalers who believe in working together for shared commercial success. Join us. Read more

We often work long days, but the atmosphere in our team is great.

Klaas Willems

Team leader at Verdel

Join the team

Do you want a dynamic career? International? We employ smart buyers, top designers, dependable drivers, efficient fork-lift operators, innovative IT whizzes, intelligent logistics experts, forward-thinking managers, original marketers.... We all depend on each other. Work with each other. No one is more important, or less important.

Sound like you?