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“We are satisfied with product sales for the full year of 2025, but also see further potential held by our marketplace beyond that. Hopefully, this potential will be even better realised in 2026 thanks to the more favourable conditions across the board”, say Günther Esser and Cees Hoekstra, managing directors of Veiling Rhein-Maas.
Demand for cut flowers remained at a relatively constant high level at the auction throughout most of the year. The months of May to July formed the exception here, with very subdued demand. The average prices achieved were on a par with the good figures for the previous year, but the quantities delivered did not quite reach the previous year's level. The main reasons behind this are the most recent tulip season, a modest season for peonies and the partly poor weather in key import countries, which had a negative impact on imported flowers such as roses and gypsophila. The auction of potted plants compensated for the mixed months of May and June during the course of the year. As a result, sales of potted plants picked up speed, especially in September, as a result of the late summer weather. This meant that violets, cyclamen and calluna in particular could be marketed at a high level. For 2025 as a whole, it is anticipated that product sales from the auction of potted plants will remain almost unchanged from 2024. The quantities delivered in 2025 were on a par with the previous year, while the average price was slightly lower.
Veiling Rhein-Maas's recent Christmas sales were positive when it came to cut flowers and potted plants. At the cut flower auction, product sales and delivery volumes were up on the previous year's figures, while the average price remained at the same level as the previous year. With regard to the Clock Service in the cut flower sector, direct sales of roses and holly were particularly strong in December. Product sales and quantities were also higher than in 2024 at the auction of potted plants, while hellebores and Christmas trees were the winners during the Christmas season. Houseplants, especially poinsettias (Euphorbia pulcherrima) and orchids (Phalaenopsis), benefited from the mild temperatures before Christmas and were in high demand throughout. Demand for Oxalis declined noticeably during the peak season just before Christmas. Onion plants and green plants were in significantly higher demand at the end of the month compared with early December. In the potted plant sector, the Clock Service significantly exceeded the previous year's sales figures for direct sales of indoor and garden plants. Arrangements and oxalis were particularly popular among indoor plants, while hellebores and willows were in high demand among garden plants.
Strategic development
In 2025, the focus was on the continuous development of Veiling Rhein-Maas, including the various marketing channels and the entire infrastructure at the Straelen-Herongen site. In addition to the further expansion of the site, employees and their expertise, along with goods and availability, will continue to play a decisive role in the future. These aspects are also reflected in the strategic ten-year plan entitled ‘Project 2035’, which was developed in collaboration with the two parent companies, Royal FloraHolland and Landgard. The marketplace's potential has grown further thanks to the improvements already carried out at the site and in individual marketing channels. “As we have before, we will continue to drive this development forward in close cooperation and dialogue with our advisory board and customer representatives, from whom we are consistently receiving valuable input”, say Cees Hoekstra and Günther Esser.
The results of a customer survey conducted in autumn 2025 also provided further insights on continued optimisation in areas such as purchasing, services, product range and communication. The evaluation of this survey demonstrates a high level of overall satisfaction with Veiling Rhein-Maas at this stage. Regardless of the results of the customer survey, the development of new services for the Veiling Rhein Maas Service Centre will be an important focal point for 2026.
First highlights of 2026
The first highlight of the new year was Veiling Rhein-Maas' customer and supplier day held on 13 January 2026 in Straelen-Herongen. Shortly afterwards, from 27 to 30 January 2026, Veiling Rhein-Maas will once again be represented at IPM ESSEN. There, Veiling Rhein-Maas, Germany's only flower and plant auction, will present itself as a modern marketplace with strong marketing potential. At the exhibition stand in Hall 1, specialists from Veiling Rhein-Maas will be on hand to present the auction on site and hold discussions with potential and existing partners. Some key figures, data and facts about Veiling Rhein-Maas will also play a role and will be on display at the exhibition stand. In addition, Veiling Rhein-Maas will be presenting a new service package at IPM ESSEN for potential new customers who are located further afield from the Lower Rhine region. With the new service, this customer base can be connected with Veiling Rhein-Maas in terms of purchasing and logistics. The launch will be preceded by a pilot project involving deliveries to customers in southern Germany.
