Partner with Passion: Daan Kromhout


Daan Kromhout decorative items

Daan Kromhout is one of our Partners with Passion. They are a leading supplier of glass, pottery and decorative items. They recently relocated, and we were invited to visit their new premises in Rijsenhout. We’d like to take you along! We are meeting with Roy Witmaar, E-commerce manager, who has worked at Daan Kromhout for nearly four years. We meet in the new premises’ showpiece: the showroom. Roy shows us the range and tells us about this great family business.

The origins

First let us briefly tell you a little more about the origins of the company. Daan Kromhout Senior worked for many years as a sales representative for a floristry supplies company. He got to know the industry well. When the opportunity arose, he started his own floristry supplies business in 1982. With a focus on tools, binding materials and packaging. Gradually the range expanded to include pottery, and in recent years it has grown into a complete decorative range.

Family business

Right from its inception, his wife and children (a son and two daughters) have contributed to the success of the business. It involved trailblazing and improvising, whereby hard work was rewarded with happy loyal customers and growth. The third generation of Kromhouts now work in the business.

Daan Kromhout’s grandson, Daan Junior, has been working at the company since he was young. He has spent time in every department, from order picking to delivery to Sales. He joined the board five years ago. As well as managing staff, he spends much of his day buying and developing new products. It was his idea for the company to start developing its own products a few years ago and importing from the Far East and a number of countries within Europe. This in particular has resulted in the company enjoying substantial growth. From 30 to 80 employees – that says it all! That is also why the company has now moved to new and much larger premises in Rijsenhout. This new building is more centrally located, near Schiphol Airport and near Royal FloraHolland Aalsmeer.


As Roy leads us through the showroom, we see a broad but well-organised range of decorative items. The showroom consists of several rooms, with each room having a different theme. The items include beautiful glass vases, decorative basketwork and ambience products such as candles. But there are also floristry tools, packaging materials and decorative spikes. What strikes us most is how exclusive many products are: distinctive shapes, gold details or simply colourful items. It is definitely not a run-of-the-mill range, which we love! Roy says: ‘Our range consists of quality products, but at a reasonable price. That makes them accessible to everyone.’

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