In their monthly column 'Trade Talk', Dekker Chrysanten highlights the company Koning Nieuwendijk:
Aalsmeer is often seen as the epicenter of the global flower trade. Every day, countless trucks loaded with fresh flowers leave the auction grounds, heading to customers across Europe and beyond. Many exporters are based on the FloraHolland Aalsmeer auction grounds, including Koning Nieuwendijk.
In the Genes
Koning Nieuwendijk is now a well-known name among wholesalers in countries such as Germany, Denmark, Sweden, and France. However, the company originally started as a German florist chain, founded by the Nieuwendijk family about 45 years ago. After several years of hard work, the successful chain was sold, and the Nieuwendijk family returned to the Netherlands. Here, Koning Nieuwendijk was founded, focusing on the sale of flowers and plants to florist chains and wholesalers across Europe.
Passion and Dedication
It's evident that Koning Nieuwendijk is a true family business, but it wasn't the company that initially captured Viktor's interest. Viktor, now 31 years old and at the helm of Koning Nieuwendijk, is the son of the company's founders and initially pursued a career as a sports teacher. However, this did not bring him the happiness he sought, leading him to an internship at a company on the FloraHolland Aalsmeer auction grounds, eventually finding his way into the flower and plant industry. Advised by his father to "first take a look at other businesses," Viktor made various excursions within the sector. He lived in Copenhagen for a while, where he sold flowers at the wholesale market, and worked in Switzerland as a line driver. With extensive experience and knowledge, Viktor returned to the family business, where he now leads.
Different Generations, Different Insights
Thanks to his experiences outside the family business, Viktor brought many new insights with him. His most significant impact was on the purchasing strategy, leading to a major efficiency boost. Inventory was purchased more strategically, making Koning Nieuwendijk more relevant to its customers. This resulted in growth in both the number of customers and the volume of cut flowers and plants sold.
A broad choice
Originally, the company was strong in plant sales, but nowadays, cut flowers make up the largest share. Customers can also turn to Koning Nieuwendijk for pots, vases, and other items. In the exporter's cold storage, many types of cut flowers can be found, with chrysanthemums, alongside roses, forming a major product group. The pompon-shaped santinis are especially popular with both Viktor and his customers. Viktor personally walks through the rows of flowers every morning to know what to buy. "My customer knows that I have personally seen the flowers and that I stand behind them 100%. That builds trust and ensures they keep coming back to us," says Viktor.
Dutch Pragmatism
Dekker is well represented in Koning Nieuwendijk's cold storage, with varieties such as Purpetta, Doria, Aurinko, Peptalk, and Jeanny. Additionally, disbudded chrysanthemums like Playtime, Souvenir, Antonov, and Topspin are available through the webshop. "Something simply has to be good. If it's not good, I leave it. It's that simple."
Source:dekkerchrysanten.com