Hoek Group Adds Vianen Flowers to Network
The international flower and plant wholesaler has added Vianen Flowers, which will keep its own name and brand while joining Hoek's global operations.
Updated on Nov. 10, 2026 in Business Strategy
Hoek group, an international wholesaler of flowers and plants, has added Vianen Flowers to its international network. Vianen Flowers serves customers in 45 countries and will continue to operate independently under its own name and brand.
Why it matters
The combination brings together Vianen's market knowledge and logistics expertise with Hoek's global sourcing network, technology and sales capabilities. The addition forms part of Hoek group's long-term growth strategy.
The combined businesses employ more than 500 people and serve customers in more than 45 countries. Vianen Flowers was founded in 2000 by Joost Vianen, and Hoek group is a family-owned business with more than 40 years of experience.
The players
Hoek group
Hoek group is a family-owned international wholesaler of flowers and plants with more than 40 years of experience in the sector.
Vianen Flowers
Vianen Flowers is a flower wholesaler founded in 2000 that holds a strong position in the United Kingdom market and operates its own transport operations.
Joost Vianen
Joost Vianen is the founder of Vianen Flowers who will remain involved in an advisory capacity following the addition.
Niels van der Plas
Niels van der Plas leads the existing management team of Vianen Flowers, which will remain in place after the addition.
The details
Vianen Flowers will continue to operate independently under its own name and brand, with the existing management team led by Niels van der Plas remaining in place. Joost Vianen will stay involved in an advisory capacity for the coming period, and the combination aims to strengthen market positions and optimize supply chains.
Timeline
2000: Vianen Flowers is founded by Joost Vianen.
November 10, 2026: The addition of Vianen Flowers is announced.
Market Landscape
The addition extends Hoek group's earlier expansion into Middle Eastern markets into a wider international footprint. It positions the combined businesses to serve customers across more than 45 countries, with Vianen's strong position in the United Kingdom added to Hoek's global sourcing network.
Customers of both businesses can expect Vianen Flowers to keep its own name, brand and management team, so day-to-day relationships are unchanged. The combined network of more than 500 staff and reach across 45 countries may broaden the range of sourcing options available.
The takeaway
Mergers that keep an acquired brand's name, team and independence intact can extend reach without disrupting customers. Watch whether the combined network broadens product sourcing over time.
Further reading
For more on how wholesalers like these approach expansion, see Business Strategy.
Source note: This article includes information reported by Floraldaily.
