Noviflora CEO to step down

After careful consideration, Hendrico de Brabander has announced his decision to step down as CEO of Noviflora. Xander van Reisen, second generation within the family business and currently Chief Commercial Officer (CCO), will assume the role of CEO as of 1 April 2026.

Hendrico de Brabander joined the family business over nineteen years ago. Under the shared vision and leadership of De Brabander and Van Reisen, Noviflora experienced strong growth and evolved from an export company into an international organization with operations in the Netherlands, Scandinavia, and Switzerland.

In recent years, Noviflora has further strengthened its position in its core markets of Scandinavia and Switzerland, while preparing the organization for the next phase of professionalization and growth. After nearly two decades, De Brabander has decided that this is the right moment to transfer leadership and his shareholding.

© NovifloraHendrico De Brabander

Hendrico de Brabander commented, "I am extremely proud of what we have achieved together. At the same time, I am ready for a new chapter in my life. I have full confidence that Xander, together with all colleagues, will continue to develop Noviflora with the same passion and dedication."

De Brabander also expressed his gratitude to all colleagues, customers, and partners who have contributed to Noviflora's success. "Together, we have built something truly special. I look back with pride and look ahead with confidence."

As of 1 January 2026, Noviflora's management team will consist of Xander van Reisen, Ad Lagarde, and Gabrielle Fabbro. From that date forward, Gabrielle Fabbro will be responsible for Strategy, HR, and Marketing. Together with all employees, the new management team will continue to build the strategic direction and sustainable growth of the trading company.