A family legacy since 1940
Florea offers high-quality garden products – with a focus on seeds, bulbs, and tubers. The company was founded in 2020 by Erik Hoekstra, son of Johannes Hoekstra and grandson of Georg Hoekstra, and stems from a long family tradition.
Georg was born in 1923 and grew up in Lisse, in the heart of the Netherlands. After World War II, he began working with the most obvious thing in Lisse – flower bulbs. He started exporting magnificent tulips, daffodils, dahlias, and many other flowers to the Scandinavian market.
In the 1970s, Georg sent his oldest son Johannes to Sweden to learn the language and prepare him to take over the company. Ten years later, he did just that and further developed the company to sell not only flower bulbs but also cut flowers and outdoor plants.
Erik Georg Hoekstra, Johannes’ first child, was born in Stockholm in 1988. He grew up with the family business. During his upbringing, he helped the family both in the flower fields in Lisse and with selling cut flowers in Sweden.
For seven years, Erik then worked at Plantagen with purchasing and assortment development for seeds and bulbs, until in 2020 he felt ready to return to his family’s roots. He then founded Florea, with a clear vision: to help people start gardening and experience the amazing feeling of seeing their own flowers, herbs, and vegetables grow. The idea behind Florea can be traced back to how Georg once started – with flower bulbs and seeds.