Organization

FleuraMetz resulted from the merger on 3 July 2009 between the Fleura group in Aalsmeer and the Metz group in the Westland.

3 strong sales concepts under one roof

As a brand, FleuraMetz represents a unique combination of the three strongest sales concepts targeting the florist. With 60 Cash & Carry outlets, 120 Truck Sales drivers and our advanced Direct system, we provide a comprehensive service. The florist chooses the sales concept which best reflects their regional culture, the type of florist, the economic situation and specific market needs. In 2012, we offer services to around 35000 florists. We consider ourselves as the partner for florists. Our mission is to work together with florists in order to help them strengthen their position. Thus our slogan: Successful. Together.

As from the 1st of June 2011, the brand names Fleura, Metz, Hottinger and Meisterwerk will gradually disappear. As from this date we will target florists and suppliers as FleuraMetz. It is only in Germany where we will continue to operate under the brand HBI, with the addition of the label “a FleuraMetz company”.

Brands targeting wholesalers

We are presently also active as FleuraMetz to our wholesale customers. As from the 1st of January 2012 the old brand names Fleura Export (cut flowers) and Fleura Plants  (pot plants) have been changed to FleuraMetz BV with the addition of resp. ‘Export Flowers’ and ‘Export Plants’.

With 4-Attention the FleuraMetz group includes a company that is completely focussed on and specialised in supplying sundries to large accounts.

Branches

FleuraMetz has two main branches in the Netherlands: Aalsmeer and the Westland. Besides our 60 Cash & Carry outlets, we have branches in Herongen (Germany), Hannover and New York. Our import division is based in the Westland (Netherlands) but also has important branches in San Remo (Italy) and Quito (Ecuador).

FleuraMetz puts the florist first and this is evidently shown by the structure of our organisation.

3 florist divisions

Central to the organisation are our three geographical sales divisions targeting the florist. Each division represents every sales concept.

  • Gerko Schortemeijer (gschortemeijer@fleurametz.com) is commercial director for the division which focuses on Germany, Switzerland, Austria, the Netherlands, Czech Republic and Poland.
  • Marco Kouwenhoven (mkouwenhoven@fleurametz.com) is responsible for France, Italy and Spain.
  • Martin Vered (mvered@fleurametz.com) is commercial director for the United Kingdom, Ireland, the Scandinavian countries, the United States and Canada.

Flower purchasing

Purchasing director Danny van Bergen Henegouwen (dvanbergenhenegouwen@fleurametz.com) is responsible for the purchasing of Dutch cut flowers.

Import

International sourcing is being expanded by import director Richard Koenen (rkoenen@fleurametz.com).

Operations

Operations director Sidney Moll (smoll@fleurametz.com) is responsible for internal logistics, external logistics, information technology and the project office. Sidney’s team operates at all FleuraMetz branches.

Finance

CFO (financial director) Casper de Groot heads the controlling team and is responsible for the administrations in Aalsmeer, the Westland, Hannover, Herongen(D), Hyeres (France), Schlieren (Switzerland), Lodz (Poland), Brno (Czech Republic), New York and Toronto. Within the management team, Casper is also the contact person for fiscal and legal matters.

General

The FleuraMetz companies which focus on wholesale customers are represented by general manager (CEO) Frank Koenen (fkoenen@fleurametz.com). This also applies to the central Marketing and Communication departments (the Westland branch) and the HR departments in Aalsmeer, the Westland and Hannover.