Market update: Hydrangea Season 2025
We spoke with Roy, buyer and Hydrangea specialist at Holex Flower, about the season, and how Holex Flower is sourcing premium Hydrangeas.
“The season has started and is looking promising. The first cut of the plant has been, and as always there is a little dip after that. We are now in the middle of this dip. In about two weeks supply will increase quickly.”
From greenhouse to peak season: how the season develops
“The season in Holland begins with Hydrangeas grown in heated greenhouses. Thanks to the heating the production starts earlier, with as a result the first flowers available from the end of March. The first blooms can be soft and fragile, so we usually wait until early April when the quality improves. The peak season for fresh Hydrangeas runs from June to early August.
This year, the season started a bit earlier due to an unusually sunny spring. We had six weeks of full sun, which helped the flowers color faster. That means some Classic varieties are already available, much earlier than usual.”
Varieties that make a difference
“The Verena varieties are customer favorites. They are available throughout the season and are known for their strong stems, lasting color, and consistent quality.
There’s also a new variety coming soon: Dazzle. It’s a unique Hydrangea with a mysterious blend of colors. One to watch out for! We expect it to be available at the end of June, but very limited! If you don’t want to miss out, make sure to check our webshop New Arrivals section weekly for updates.”
A short dip before the peak
“Right now, supply is slightly lower. The greenhouse growers, who started early, are between harvests. We are now switching to cold greenhouse production, which will be in full production in 2 to 3 weeks.”
How we buy Hydrangeas
“Every day I check the Hydrangeas that are offered for sale at the auction. I do this together with my valued colleague Léandre, who has bought Hydrangeas himself for ten years. We select only the best lots that meet our quality standards. We also buy directly from trusted growers. Holex Flower works with a select group of top growers who deliver consistent, high-quality flowers. We only buy what we’ve seen and approved ourselves.
Since last year, we’ve added a quality filter possibility in the webshop for this product group. When we offer a product with extra quality, you can find these with the filter option called “Extra”. You can find the filter on the left side of the webshop. We only use this filter option for stock that meet our very high standards, so check our offerings regularly, especially if you're searching for exclusive Hydrangeas!”
Roy’s tips for customers
“I always advise customers to order early, this is very important. I can't repeat it enough! The most beautiful varieties sell out quickly, and the cool chain is important with Hydrangea flowers. Your Account Manager is happy to assist, if you have any questions about this.”
