The Dutch Flower Stand Reinvented

BloomHouse Mini-10 Automated Flower Stand by QuickFlora.jpg

Spending time around Amsterdam last week for the IFTF and Flora Holland shows, one can’t help but notice how modern technologies have trickled into every aspect of the Dutch consumer life “outside” of the flower business.

The Dutch clearly lead the world in growing the best flowers possible and excel at the logistics of moving those flowers where needed. The irony is, the retail end of the market suffers from the same negative factors present in North America. There is contraction at the retail brick and mortar level, stagnant growth and the continued expansion of the mass market channel. All these factors are bad for growers - both in the short-term and the long-term.


The traditional economics of the present flower stand model (high labor, limited hours, inconsistent product quality, no delivery) just does not fit the needs of the modern consumer. The Dutch have readily adopted other modern services such as online shopping, app-based transportation, mobile driven food delivery and a host of other modern ways to request products and services.

While Uber will take you anywhere around town and Uber Eats will bring you food whenever you want it, the present day “Bloemen Stand” seems stuck in a time warp that it can’t escape. One of our goals at QuickFlora is to find ways to totally automate the sales and delivery process for flower stands and allow them to compete in a modern world where technology and smartphones are at the core of almost everything consumers do. This allows them to sell more product at lower price points (and/or higher margins) than they ever have in the past. This makes them economically viable as a business model once again.

BloomHouse Mini-10-image.jpg

The two goals of the Flora Holland 2020 plan are clearly stated 1.) to increase consumer consumption of flowers and 2.) to increase margins for growers. That is not going to happen anytime soon unless there is a profound shift in the value consumers receive for their money. As we say in America, the definition of “insanity” is doing the same thing over and over and expecting a “different” result.

While there are clearly large-scale technology initiatives being made by many Dutch companies large and small, almost none of them are focused on giving the consumer more value, faster delivery or a higher quality product in the flower business. They are all focused on the B2B flower market, but very few on the B2C flower market. Online initiatives to sell and ship more flowers are the exception.


Many people have asked us, how can you have a flower stand without people? The reality is there are already a host of consumer services that have moved to total automation in a world dominated by mobile apps and online shopping. Drones, robotics and Ai (artificial intelligence) will continue to permeate every aspect of the B2C market in the years to come. Those companies that embrace these trends will prosper – and those that ignore them, do so at their own peril.

When a consumer is given a chance to purchase a higher quality product at a lower price point (24/7) they will usually gravitate toward those companies. The Dutch consumer is not that different from the American consumer in that regard, in fact, from what I have observed, they are even more focused on value than the typical American consumer.

We are actively looking for Dutch partners to help us expand into the European market with our new BloomHouse in order to create a new sales channels for flower companies. If your company has an interest, by all means, let’s talk.

For our Dutch friends, more information is available in on our website at:

BloomHouse voor kwekers


BloomHouse is een revolutionair nieuw bedrijfsmodel dat telers in staat stelt om meer actieve spelers in de wereldwijde bloemenindustrie te zijn. Door een nieuw, schaalbaar, volledig geautomatiseerd verkoopkanaal voor telers te creëren, kunt u nu meer winstmarge op uw bloemen behalen. Telers hebben vandaag de dag vaak de controle verloren over wanneer of waar hun product wordt verkocht - en voor welke prijs. In sommige gevallen worden ze gereguleerd door een aanbieder van handelswaren die naar goeddunken van de massamarktkopers gemakkelijk wordt vervangen. We hebben BloomHouse ontwikkeld als een manier voor telers om financieel deel te nemen aan de meerwaardeketen tijdens het traject dat de bloemen afleggen op weg naar de consument.

Voor telers die hun eigen bloemen in de waardeketen willen beheersen en de hoogste prijs voor hun producten willen verkrijgen - terwijl ze tegelijkertijd een verkooppunt hebben voor onverkochte bloemen - BloomHouse is de perfecte pasvorm voor zo’n zakelijk doel. We maken het zo makkelijk mogelijk om uw verkoop onmiddellijk uit te breiden door alle benodigde ondersteunende dienstverlening te leveren, zonder dat u extra personeel hoeft aan te nemen. In sommige gevallen rijden uw vrachtwagens al op de routes die u zou kunnen kiezen om een loomHouse te vestigen. Met sommige toonaangevende klanten op de massamarkt kan het zinvol zijn om hen een loomHouse op elk van hun locaties aan te bieden om de bestaande verkoop te helpen uitbreiden. De mogelijkheden zijn echt eindeloos en snel schaalbaar binnen 90 dagen of zelfs nog minder.

Het lijdt ook geen twijfel dat de bloemenconsumptie per hoofd van de bevolking in Noord-Amerika aanzienlijk hoger zal worden aangezien de consumenten in de komende jaren sneller (24/7) verse bloemen kunnen kopen via smartphones en tabletten.