Noviflora celebrates 45th birthday

It feels like just yesterday. That one day in the 60s, when founder Hans van Reisen travelled from the Netherlands to Sweden in a Volkswagen Beetle with no heater and a trunk filled with flower bulbs.

Hans wanted to conquer the promising Swedish flower market, and his adventure was a big success. The Volkswagen Beetle made way for bigger transport trucks and in 1974, Hans and his wife Letty founded their flower export company Noviflora in Honselersdijk.

The 'novi' in Noviflora refers to the innovative and adventurous characters of these two founders, and is still relevant today. Hans and Letty's Noviflora became the first export company specialised in house and garden plants at the Westland flower auction. In the 1990s, the company expanded its export from Sweden to Denmark, England, France and Austria, where Noviflora still happily operates.

Since 2007, Noviflora's daily operations are run by Hans and Letty's son Xander van Reisen and his brother-in-law, Hendrico de Brabander. Now, 45 years after the idea of Noviflora first formed in Hans' mind, the 'novi' in Noviflora still stands for the refreshing and adventurous attitude of its current leaders. From solar panels to the less plastic project, innovative concepts, scientific studies, and the newest modern technology, Noviflora is constantly reinventing itself. We can't wait for the next 45 years!