To meet rising demand, Dutch grower Laurens van den Oord of Laurant Fleur has nearly doubled the production area for Queen® Kalanchoe CutFlowers. The first flowers from the expanded greenhouse are now being harvested.
Laurens van den Oord
A unique flower
Laurens began cultivating Kalanchoe Cut Flowers in October 2015, drawn to their distinct characteristics. "It's a beautiful flower with an exceptionally long vase life, which sets it apart from other varieties on the market," he says. Today, he grows six vibrant colors, selected and timed to align with seasonal trends.
Brand Partner
Laurant Fleur operates as a brand partner of Queen, a collaboration built on shared strengths. "We take on the risk of cultivation, while Queen manages the sales side. This allows us to focus fully on growing a quality crop," Laurens explains.
Rising demand across Europe
Laurens exports his Kalanchoe Cut Flowers to Germany, Belgium, Poland, Italy, Luxembourg, France, the Netherlands, and Denmark—and demand continues to rise. "The market is developing rapidly and steadily."
This growth is further supported by Queen's strategic marketing initiatives. "With a successful track record in Scandinavia, we know how to build a strong and eye-catching flower brand," says Camilla Warfvinge Pedersen of Queen. "Now, we're bringing that expertise to the Netherlands."
Strong brand momentum in the Netherlands
Queen is rapidly expanding its presence in the Dutch market through a comprehensive multi-channel marketing approach. Their first Instagram campaign reached 140,000 users and is supported by influencer collaborations, Meta ads, and consumer newsletters.
According to Pedersen, this online momentum is translating directly into in-store performance. "Kalanchoe CutFlowers are increasingly visible on Dutch retail shelves and in garden centers. We're supporting sales with optimized shelf management, our distinctive Delicate Line sleeves, eye-catching POS materials, and geo-targeted advertising that drives consumers to local stores."
She adds, "The increased supply from Laurant Fleur is crucial to supporting our retail partnerships and brand efforts."
A crop with major potential
The decision to expand isn't based on demand alone, it's also about long-term potential. "Kalanchoe is still a relatively small crop in the market, but we see this becoming a top 10 product in the flower market". Laurens says.
In this video, which was made last year at Laurant Fleur, Laurens is talking about their collaboration with Queen, why he likes the Kalanchoes and thoughts behind his new build.
Greenhouse expansion
In 2025, Laurant Fleur expanded its greenhouse from 13,000 m² to 24,000 m², an expansion of almost 100%. While the structure mirrors the design of the existing greenhouses, the new facility includes cutting-edge upgrades such as high-efficiency LED lighting, high-pressure fogging systems, and dual energy-saving screens.
For more information:
Camilla Warfvinge Pedersen
Queen Flowers
Email: [email protected]
www.queenflowers.dk