---
title: "Customer case: Hoekhuis Bloemgroep"
description: "A whitelabel purchasing platform for the flower trade: every customer gets their own environment, linked to Floriday and VMP for buying straight from growers."
url: "https://rual.nl/en/customer-cases/hoekhuis-bloemgroep"
locale: en
alternate: "https://rual.nl/customer-cases/hoekhuis-bloemgroep"
updated: 2026-08-03
source: "https://rual.nl"
---

Floriculture · purchasing platform

# Hoekhuis Bloemgroep

A whitelabel purchasing platform for the flower trade: every customer gets their own environment, with Floriday and VMP underneath for buying straight from growers.

![A Hoekhuis Bloemgroep delivery van in front of the FloraHolland complex](https://rual.nl/site-assets/_opt/customers/hoekhuis-960.webp)

- **6 months** from start to delivery

- **Q2 2021** delivered

- **Floriday + VMP** connected directly

## The situation

Hoekhuis Bloemgroep handles purchasing and inventory management for the flower trade. Customers want to see what is on offer today and order immediately, without a round of phone calls and emails first.

The offer changes by the day and by the grower, and every customer wants to see it in their own branding and under their own arrangements. Manual order processing cannot keep up with that.

## What we built

A whitelabel platform where customers view the current offer and buy directly, through connections to Floriday and VMP. The manual order handling in between is gone.

The environment is built for speed: selecting products, managing purchasing needs and importing orders, with bulk actions and filters to move through large catalogues.

Every customer gets their own webshop environment with their own branding and settings. That lets companies buy straight from growers, with no intermediaries, which shows in lead time and in how fresh the product arrives.

## The hard part: one platform that looks different to everyone

Whitelabel sounds like swapping a logo, but it runs deeper: every customer has their own price agreements, their own assortment and their own way of ordering. All of that had to run on the same codebase, otherwise you end up with a separate version per customer to maintain.

The answer is settings rather than custom work: branding, assortment and way of working are configurable per environment, while the platform underneath stays one thing.

### Connections in this project

- Floriday
- VMP

### What it delivers

- A whitelabel environment per customer, with their own branding
- A direct connection to Floriday
- A VMP connection for a broad product catalogue
- Current offer and current prices
- Automated order processing
- Buying straight from growers

| Term | Def |
| --- | --- |
| Sector | Flower trade, purchasing and inventory management |
| Build period | Q4 2020 to Q2 2021, six months end to end |
| Team | 1 part-time developer and 1 architect |

![A laptop showing the Hoekhuis Bloemgroep whitelabel purchasing environment](https://rual.nl/site-assets/_opt/hoekhuis_project_image-736.webp)

Every customer their own environment, on the same platform

## What happened next

The platform was delivered in Q2 2021 and is being extended on the same foundation with new connections and features.

## Buying from the grower, with no stops in between.

Hoekhuis customers work in their own environment and buy straight from growers. Adding a customer means configuring an environment, not starting a new project.

## More customer cases

Other operations running on our platform every day.

[All customer cases →](https://rual.nl/en/customer-cases)

- **[W.K. Heyl Jr.](https://rual.nl/en/customer-cases/heyl)** — Logistics · warehouse automation

![The W.K. Heyl Jr. distribution centre with green trucks at the loading docks](https://rual.nl/site-assets/_opt/customers/heyl-960.webp)

- **[Holstein Flowers](https://rual.nl/en/customer-cases/holstein-flowers)** — Floriculture · order processing & auction integration

![The Holstein Flowers premises](https://rual.nl/site-assets/_opt/customers/holstein-flowers-960.webp)

- **[Centercom Buitenreclame](https://rual.nl/en/customer-cases/centercom)** — Media · planning & placement

![A0 advertising frames on a city building, with traffic passing in front](https://rual.nl/site-assets/_opt/customers/centercom-a0-frames-960.webp)

## Your own platform for your customers?

One foundation, configured differently per customer. We are happy to show you how that works.

[Book a call](https://rual.nl/en/demo)

[All customer cases](https://rual.nl/en/customer-cases)