Sunselle has strengthened its international position through the addition of EQR as a new strategic partner. EQR is one of the world's major rose producers, with an annual production of approximately 165 million stems, 210 hectares of cultivation area, and 1,700 employees.
With this partnership, total availability within Sunselle increases to more than 500 million stems per year. This reinforces the company's position as a comprehensive and reliable marketplace for roses, offering large volumes, year-round supply security, and a broad premium assortment from South America.
© SunsellePaul Holla, Hugo van de Koppel, and Christian Teerds
Premium assortment and scaling up
EQR produces 135 rose varieties, 105 of which are suitable for the European market, as well as 42 spray rose varieties tailored entirely to European demand. The assortment also includes 14 varieties of Alstroemeria and Delphinium in dark blue, white, and light blue.
With EQR joining the platform, Sunselle offers a complete marketplace covering all types, colours, and stem lengths. The additional supply from South America contributes to greater continuity, increased volumes, and further strengthening of the portfolio.
Commercial reinforcement with Hugo van de Koppel
The appointment of Hugo van de Koppel as New Business Manager adds commercial strength to the partnership. Van de Koppel has served as EQR's dedicated contact for the past three years and is a familiar figure in the ornamental horticulture sector.
Hugo van de Koppel: "The collaboration between EQR and Sunselle creates direct access to new markets and retail programmes in Europe. By joining forces, we can scale up more quickly, expand our market reach, and position our premium quality even more strongly. This partnership offers growth opportunities for our customers."
Building growth together
Christian Teerds, Director of Sunselle, said: "We are proud to welcome EQR to Sunselle. With their scale, quality, and broad assortment, we are taking a significant step forward in availability and supply security. Together, we are building a stronger, more complete, and future-proof offering for our customers in Europe."
For more information:
Sunselle 
[email protected]
https://sunselle.com/
