De Vroomen planning festivities as it celebrates 100th anniversary

De Vroomen Garden Products will celebrate 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 De Vroomen family

The company has continued to evolve with the times while making 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 also paved the way for De Vroomen's acquisition of the Simple Pleasures independent garden center line in 2014.

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.

"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 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 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 anniversary with a series of global events celebrating its contributions to the horticulture industry, including participating in the Flower Parade in Noordwijk, Netherlands, on April 12, 2025. De Vroomen's presence at the Keukenhof Gardens in Lisse will also commemorate the anniversary with a dedicated sign and collaboration with on-site celebratory activities.

Additional festivities are being planned across North America, including a lighting of Niagara Falls in De Vroomen's signature purple and yellow colors that will serve as a 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 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.