In floristry, few flowers capture hearts and creativity quite like sprayroses. At The World of Sprayroses, we love spotlighting the people and companies who make these beauties accessible to designers worldwide. Today we’re taking a closer look at Hoek flowers, a specialist floral wholesaler known for its quality, transparency and strong grower relationships.
Meet Ashlea
We spoke with Ashlea Gulle (global business development and marketing) to learn how the company works, how Hoek sources its roses and why florists around the world trust Hoek with their sprayrose needs.
Ashlea works closely with Hoek’s sales team, marketing department and source (their local teams and trade players) to ensure the connection is made commercially between grower and the end client. Sourcing beautiful, fresh and interesting products that commercially aligned with what florists and markets needs remains interesting in a fast-moving industry. Focus is placed on collaboration, community and connection across the supply chain from grower to client. Hoek flowers aims to educate and find creative opportunities to support floral designers across every market. In turn, with the global reach Hoek flowers has, she is able to circle back information to growers on trends and market needs and insights to ignite creative collaborative commercial solutions. Sounds like an amazing job but we bet it is really tough too.
Who Is Hoek?
Hoek flowers is a leading global floral supplier known for fresh quality, transparent sourcing, and exceptional service to florists worldwide. With a head office in the Netherlands, they are the only company with its one-of-a-kind innovative warehouse; where optimisation (robots and AI technology) ensures fast and accurate delivery. Most of their flowers come directly from trusted growers while a smaller portion is purchased from the world-famous Dutch flower auction to keep the assortment broad, flexible and inspiring. In practice, Hoek sources about 80 percent directly from farms and 20 percent from the auction.
This balanced approach ensures reliability, freshness and consistent quality while still giving florists access to seasonal varieties and special finds. For The World of Sprayroses audience, this means a rich and ever-evolving selection of sprayroses sourced with intention and expertise.
All blooms are available on Hoek’s 24/7 webshop, where pricing is fully transparent and all-inclusive, meaning prices include transport, customs and all paperwork. The ordering experience is designed to be simple, intuitive and inspiring, with no hidden costs or surprises.
Where Can Florists Buy Hoek’s Roses?
Florists can buy directly from Hoek’s webshop, where each rose listing shows the country of origin, grower name, certifications, head size, grade and length with live photos. This level of transparency helps florists make the right choices for their designs and is especially helpful when comparing sprayrose varieties.
Hoek’s rose assortment ranges from array of growers across the Netherlands, Colombia, Ecuador, Kenya, Belgium and Germany. What makes their model most interesting and one of a kind, is that they also operate local sourcing lines in Bogotá and Nairobi, known as Origin Direct. This allows florists to buy roses directly from Kenya or Colombia and Ecuador in mixed boxes with small minimums. A florist in Hong Kong, for example, can order Tambuzi sprayroses straight from Kenya with fewer travel steps and fresher results. Direct is best, fresher, faster and at a competitive price with no unnecessary travel stops.
Roses remain Hoek’s top selling product category, with more than 12 million stems sold in 2025.
Sustainability at Hoek
Sustainability matters deeply to today’s florists, and Hoek is committed to reducing impact across its entire supply chain.
In the Warehouse
Hoek’s Netherlands facility is 100 percent gas free, powered by 6,700 solar panels and topped with a 4,000m² green roof. The team continually invests in energy efficient systems.
On the Farms
Hoek partners with growers who follow responsible practices including water efficient irrigation, integrated pest management and ethical labour standards. Every product on the webshop is linked to its certifications, and florists can filter by certification type.
The Returnable Pink Box
This signature box is made from 100 percent recycled material and can be reused more than 200 times. Hoek collects the boxes from florists and returns them for reuse. Florists also receive an annual sustainability report that includes trees saved through the returnable box and carbon emissions reduced through Origin Direct sourcing.
Sprayroses, A Category on the Rise
Sprayroses have always been part of the Hoek assortment, but their popularity continues to grow. In 2024, Hoek sold 1.8 million sprayrose stems. By mid-2025, they were already nearing 1,3 million stems. Key spray rose markets include the UK, Ireland, Denmark, Germany, France and the Benelux. A focus forward for Hoek flowers is Eastern Europe and Asian markets, where the popularity of the sprayroses is in high demand and they aim to connect the supply.
Hoek’s Top Five Sprayroses
According to Hoek’s sales data, these are florists’ favourites:
These varieties stand out for their vase life, colour consistency and ability to enhance everything from everyday arrangements to wedding work.
How to Order
Florists can register on the Hoek website and begin ordering immediately. Hoek offers next day delivery in most areas and stocks more than 4,000 cut flower varieties daily. Their sales team is always ready to help with recommendations or sourcing special requests.
Final Thoughts
At Hoek, the mission goes beyond supplying beautiful flowers. They aim to be a true partner to florists, making their work easier and more inspired. Their rewards program Hoek Exclusive even includes educational trips, such as a recent seed-to-vase visit to Kenya where clients saw the full process of sprayrose breeding at Interplant to commercial supply at growers, such as Red Lands Roses.
Hoek also shares knowledge through social media and blogs, connecting florists, growers and breeders in a way that strengthens The World of Sprayroses community.
With a commitment to quality, transparency, sustainability and innovation, Hoek continues to support florists while celebrating the sprayrose varieties, we all love.
