Brands of Plants is a unique collaboration of three renowned plant brands: Amigra Grasses & More, Magical Hydrangea, and Addenda®. With our shared passion for quality and innovation, we join forces to establish a strong presence in garden centers, DIY stores, and high-end retail channels across Europe.
Our mission? To surprise and inspire consumers with beautiful plants for home, garden, and patio. We achieve this by supporting retailers and garden centers with eye-catching sales concepts that uniquely showcase our plants. Through our collaboration, we provide high-quality sales support, from inspiring POS materials to smart sales tools, all based on the latest gardening trends.
Brands of Plants focuses on leading garden centers, DIY stores, and high-end retail in countries such as the Netherlands, Germany, and the UK, as well as emerging markets like Poland.
Our collection includes a wide range of garden and outdoor plants, while Magical Hydrangea also offers indoor hydrangeas for home decor.
Addenda® is a growers’ association founded in 2007, specializing in Campanula and Hebe, ranging from small pot sizes to patio pots and hanging baskets. The association consists of 16 members in the Netherlands and Belgium and has 7 licensed growers across the Netherlands and Europe.
Addenda® manages the cutting and rooting process in Africa and the Netherlands, leveraging the expertise of growers for product development. In addition to supplying cuttings, Addenda® also operates as a marketing organization, coordinating the supply chain to bring demand-driven seasonal products to market. The Addenda® brand guarantees top quality and a growing assortment, with a strong focus on consumer needs and environmentally friendly cultivation.
Bringing inspiration and greenery to every garden, terrace, or balcony with flowering plants across Europe, contributing to a greener and healthier environment for people, animals, insects, and nature. Our goal is garden happiness for everyone!
Enjoy a blooming garden and patio with Campanula Addenda®
The Campanula Addenda® comes in two varieties: Campanula Ambella® and Campanula Adansa®.
Hebe Addenda®: the ultimate garden booster!
The Hebe Addenda® comes in four varieties: Donna®, Petita®, Vinoa®, and Classica®.
Nature is our greatest source of inspiration, and we are enchanted by its overwhelming colors. Colors that surprise, change, and ensure that no two days are the same. This gift of nature is found in all our indoor and garden hydrangeas—exceptionally strong eye-catchers that bloom for up to 150 days in ever-changing shades.
HOKO Breeding is the breeder of Magical Hydrangea, and together with a European network of growers, the ambassador team in the Netherlands develops an annual marketing activity plan. Brand awareness is generated across Europe, focusing both on consumers and in-store visibility.
This includes everything from in-store promotions (the ‘Magical Express’ for in-store activations) to packaging, photography, trade fair participation, e-commerce sales, and social media campaigns. The marketing B.V. operates based on a strategic plan, ensuring impact in the countries where the plants are sold. The marketing team keeps Magical Hydrangeas top of mind among trade partners and retailers across Europe. We achieve this both online and offline, from eye-catching point-of-sale materials for garden centers to inspiring social media posts.
Matthieu Eveleens is the breeder, Wouter den Hollander manages sales on behalf of Kolster, and the marketing efforts are led by Sandra Vijverberg – van der Knaap (Marketing Manager HOKO), Marleen van Arendonk (Brand Manager Magical Hydrangea), and Lisa van der Werf (Office Manager). Together, this team ensures that the passion behind Magical Hydrangea flourishes in European living rooms, balconies, and gardens.
At AMIGRA, we grow exclusively in modern greenhouses, allowing us to offer visually appealing products year-round. In recent years, we have invested significant time and energy into enhancing the sales presentation in stores. With our unique, consumer-focused branding and the recognizable blue pot, we always provide inspiration to maximize sales. We warmly invite you to contact us so we can create the perfect presentation and program together.
Our five product groups showcase the most visually appealing grasses and outdoor ferns, perfect for every season!
Growing the most beautiful plants year-round with minimal impact.
By continuously optimizing our year-round assortment, we strengthen our market-leading position in grasses.
Thanks to our strong collaboration throughout the entire supply chain, we ensure that our assortment brings year-round garden enjoyment to consumers across Europe.
By making well-considered choices, we curate an assortment that represents absolute top quality.
Transparency is our foundation, both in our relationships and in our efforts to minimize environmental impact.
