Our history

We are a family business with over 40 years of experience in the industry. Founder, Peter Hoek started as a florist in the fishing- village of Katwijk, where he ran a florist shop named Fleurrado for 5 years. After he sold the flower shop, Peter bought a truck and started as a ‘Flying Dutchman’ in France. Every week he drove with a full truck of Dutch flowers to the French flower shops and drove back empty. Soon the empty ‘way back truck’ was replaced by a truck full of French and Italian flowers, sourced at local growers.

The Eucalyptus, Ranunculus, Anemones, Mimosa and various green were taken back to Holland and sold to Dutch customers in the flower auction of Rijnsburg. Importing flowers, buying flowers and plants at local Dutch growers and the sales of these products resulted 40 years later in Hoek flowers: a supplier of flowers, plants and florist accessories led by son Ruben Hoek which supplies flower shops, flower stylists and wedding & event designers in over 50 countries worldwide.