Honoring a Legacy of Quality and Growth While Looking Toward the Future of Horticulture
GURNEE, Ill. – De Vroomen Garden Products, (www.devroomen.com), a leading wholesale supplier of world-renowned Dutch bulbs, bare roots, seeds and other horticulture products, proudly celebrates its 100th anniversary in 2025. Jacobus Theodorus De Vroomen, born into a family of bulb growers, founded the company in 1925. What began as a small, family-owned horticultural business in the Netherlands has grown into a global leader in the import of flower bulbs, perennials, annuals and seeds, now offering thousands of varieties to customers worldwide.
De Vroomen has solidified its position in the horticulture industry during the past century through numerous milestones, beginning with the involvement of the founder’s three sons—Hugo, Ben and Dick De Vroomen—in 1949. Their support helped the company expand and establish itself as a prominent name in the bulb industry. This growth was further catalyzed by De Vroomen’s international expansion in 1961 with the establishment of subsidiaries in the U.S. and Canada.
The company has continued to evolve and innovate, achieving many additional significant milestones, such as De Vroomen’s shipment of its first bare-root perennial order in temperature-controlled containers in 1980, followed by the company’s 1986 move to a 10,000-square-foot warehouse in Russell, Illinois, which allowed for improved operations and expanded capabilities. This success also paved the way for De Vroomen’s acquisition of the Simple Pleasures independent garden center line in 2014, effectively doubling its retail reach in Canada.
Further growth for De Vroomen came from its 2016 move to an 80,000-square-foot, temperature-controlled facility in Gurnee, Illinois, as well as the addition of another 80,000 square feet of temperature-controlled warehouse space in Florence, Kentucky. These expansions cemented De Vroomen’s leadership in logistics and product innovation, leading to the company’s diverse range of customers, including professional finishing growers, retailers of numerous kinds, and landscape contractors.
Most recently, in April 2024, the “Magnificent Mile” tulip was introduced and ceremoniously baptized in Chicago by Bart Twaalfhoven, Consul General of the Kingdom of the Netherlands, marking another notable milestone in the company’s rich legacy.
“We are incredibly proud of the past 100 years and our global team’s achieved success, though we remain deeply focused on both the present and future,” said Joris Philippo, head of De Vroomen Garden Products’ Dutch office. “De Vroomen’s mission is to continue providing the highest quality, true-to-name products, on-time delivery, and the largest selections on the market, all while adapting to the evolving needs of the industry and its next generation of horticulturists.”
De Vroomen is celebrating its centennial with a year of remarkable growth and strategic vision. The company, this fall alone, shipped over 6.6 million bulbs, tubers and rhizomes to premier destinations, including the Denver Botanic Garden, Chicago Botanic Garden and Chicago’s iconic Magnificent Mile, as well as installations at both Chicago O’Hare International Airport and Chicago Midway International Airport.
The centennial celebrations for De Vroomen also will include the release of two special products: the Centennial Tulip Blend Marcy and Centennial Peony. Centennial Tulip Blend Marcy features vibrant lily-flowering and double tulips, reflecting the company’s legacy of creating high-quality, visually stunning varieties. Centennial Peony, known for its exceptionally large, pure white, double-petaled and fragrant blooms, is a tribute to De Vroomen’s leadership in top-quality perennials, offering an enduring symbol of company excellence in horticulture.
De Vroomen’s 100th year also ushers in the future of gardening with the launch of the Sesame Street Collection, a collaboration with Sesame Street designed to inspire young gardeners and their families. This one-of-a-kind collection features gardening kits, seeds, tools and activities centered around beloved characters like Big Bird, Elmo and Cookie Monster.
The company will also honor its significant anniversary with a series of global events celebrating its contributions to the horticulture industry, including participating in the iconic Flower Parade in the Noordwijk, Netherlands, April 12, 2025, showcasing its rich floral heritage. De Vroomen’s prominent presence at the renowned Keukenhof Gardens in Lisse will also commemorate the anniversary with a dedicated sign and collaboration with onsite celebratory activities.
Additional festivities are being planned across North America, including a spectacular lighting of Niagara Falls in De Vroomen’s signature purple and yellow colors that will serve as a breathtaking tribute to the company’s 100 years. A customer appreciation event in Gurnee, Illinois, is also being arranged to provide U.S.-based representatives and customers an opportunity to join the celebrations.
De Vroomen enters its second century with a steadfast commitment to the core principles established by its founder, which have earned the company a reputation for excellence, reliability, exceptional service, and having a broad, diverse product range. This dedication, coupled with competitive pricing, has set De Vroomen apart and contributed to its long-term success. A key factor in this success is De Vroomen’s ability to serve both large-scale markets and smaller, independent garden centers across North America, with a focus on niche markets rather than mass markets.
“Our influence extends beyond business accomplishments; we have shaped industry standards through our ethical practices, commitment to nature, and fair social and environmental policies,” explained Philippo. “As De Vroomen continues to grow, our goal remains the healthy development of the flower bulb and perennial industries, ensuring sustainability and innovation for generations to come.”
To learn more about De Vroomen’s rich horticultural history and legacy, visit https://www.devroomen.com/history.
De Vroomen’s “Spring 2025 Wholesale Grower Catalog” features the aforementioned Sesame Street Collection, alongside an extensive range of other, high-quality horticulture products. Professional growers, retailers and landscape contractors can explore the full catalog at www.devroomen.com.
