In Florea's world, growing isn't about perfect beds or big harvests. It's about landing in a beautiful place, a place that feels good inside.

We want to make more room for joy in growing and inspire more people to discover how wonderful it is to grow without demands or performance.

Nature does not require brilliance.
The important thing is not how much you grow, but that you grow .
That you give something small a chance and let time do the rest.
Because even a seed in a coffee cup can set miracles in motion.

Florea offers quality garden products – with a focus on seeds, flower bulbs and tubers. The company was founded in 2020 by Erik Hoekstra, son of Johannes Hoekstra and grandson of Georg Hoekstra, and stems from a long family tradition.

Georg was born in 1923 and grew up in Lisse, in the heart of the Netherlands. After World War II, he started working with the most obvious thing that was available in Lisse – flower bulbs. He began exporting magnificent tulips, daffodils, dahlias and many other flowers to the Scandinavian market.

In the 1970s, Georg sent his eldest son Johannes to Sweden to learn the language and prepare him to take over the company. Ten years later, he did just that and he expanded the company to sell cut flowers and outdoor plants in addition to flower bulbs.

Erik Georg Hoekstra, Johannes' first child, was born in Stockholm in 1988. He grew up with the family business. While growing up, he helped the family both in the flower fields in Lisse and by selling cut flowers in Sweden.

For seven years, Erik then worked at Plantagen with purchasing and assortment development for seeds and flower bulbs, until in 2020 he felt ready to go back to his family roots. He then founded Florea, with a clear vision: to help people start growing and experience for themselves the fantastic thing about watching their own flowers, herbs and vegetables grow. The idea behind Florea can be traced back to how Georg once started – with flower bulbs and seeds.