The days are getting longer, temperatures are slowly rising, and you can feel that spring is in the air. The perfect time to visit a special grower. Holex Flower visits Vip Roses at the Aalsmeer auction, where we dive into a unique aspect of their business: their specialization in dyed flowers.
A family business with a passion for flowers
Upon arrival, the Holex team was welcomed by Joost, a buyer and seller at Vip Roses. As he gives them a tour, he enthusiastically shares details about the family business. "Vip Roses is truly a family company," he explains. "I'm the owner's nephew, and my father works here as well."
They stop at the section where the flowers are dyed. Joost tells how it all started: "A few years ago, we began this as a winter hobby when things were quieter at the rose nursery. At first, we did it on a small scale, but now it has grown into a full-fledged operation with around 30 employees."
Due to increasing demand, Vip Roses has developed into a specialist in dyed flowers, offering unique color combinations. Joost specializes in the buying and selling of Tulips. Every day, he selects the best Tulips from growers, and once they arrive at Vip Roses, they undergo a colorful transformation. He then sells them to wholesalers like Holex Flower.
Multidimensional flowers: art and color
On the Vip Roses website, we often come across the term 'multidimensional flowers.' What does this mean exactly? Joost smiles and explains, "Multidimensional flowers are more than just a physical product. It's about experience, color, and appearance—flowers as artistic creations. That's the added value Vip Roses brings with dyed flowers."
How are flowers dyed?
Which types of flowers does Joost mainly buy? "Mostly white varieties," he says. "They are the easiest to dye or to absorb the colors." Although they also work with other colors, Joost prefers to keep those details a secret.
For Tulips, he mainly uses the water-based absorption method. "The dye is mixed into the water, and the tulip absorbs it while it's still in the bucket," he explains. "This creates unique color combinations and shades that don't exist in nature."
Where does Vip Roses get its inspiration? "In the beginning, it was mainly trial and error," Joost says. "We looked at trending colors and experimented with different shades. Over time, we developed a color palette that sells well and matches demand." They also receive specific requests from traders. "That happens, but not everything is possible. We need to test whether a certain color can be achieved without losing quality."
The best-selling dyed flowers
Which products were the best sellers last year? "Dyed Tulips are by far number one," says Joost. "Followed by dyed Chrysanthemums, and in third place, dyed Roses. We offer these products year-round, although tulips naturally have a seasonal peak."
And how does color trends in fashion and interior design influence their collection? Joost: "It's difficult to predict in advance whether something will really become a trend and sell well," he explains. "That's why we continuously monitor what's happening in the market."
In recent years, he has noticed a clear shift towards pastel tones. "At Vip Roses, the color 'Brownies' was the best-selling shade for a long time, but that's starting to change," Joost says. "We see that demand is shifting more towards lighter, softer colors."
What makes Vip Roses unique?
Dyed flowers are offered by multiple companies, so what sets Vip Roses apart? "Quality, above all," says Joost. "We only buy the best flowers for dyeing, ensuring that our products are always perfect." Over the years, Vip Roses has built a strong reputation. "When you buy dyed flowers from Vip Roses, you can be sure you're getting top-quality flowers that will last."
For more information:
Remco Engbers
Holex Flower
[email protected]
www.holex.com
