Reineri is no ordinary flower provider. Setup in 2007, the company’s mission is to provide the finest flowers from the best growers for the most discerning floral artists and designers.
The supply chain is simple – Reineri sell directly to the customer with no importer or wholesaler in between, and all flowers are cut to order and transported with the utmost care, resulting in guaranteed superior flower quality.
“One of the triggers in starting Reineri was that we saw the number of flower varieties available was shrinking,” says Reineri CEO Peter de Mos. “Also that there was little to differentiate between the absolutely superb growers and the ‘normal’ growers. We had the feeling that there was a demand for the high end and we tried to link that and the rarer varieties together.
“We deal in creativity and craftsmanship – with our florists and with our growers,” adds Peter. “We’re working with creative, passionate people, and we understand that flowers are not just a product to be traded in – there’s real feeling in it.”Everyone at Reineri is passionate about flowers – Peter says it’s a prerequisite for working there – and it shows in everything they do. It took the company one and a half years to put together its assortment, and Peter says they are constantly asking themselves: “Is it Reineri quality?”
Peter compares the standard they are looking for to world-class clothes designers. “When you buy Armani,” he says, “you know the quality you are getting. Nobody questions it. So it took us a very long time to develop our range. We measured it and we’re very precise about it.”
The Reineri way of working is totally different to that of the flower auctions. “We never buy Reineri stock at auction because of the lack of information,” says Peter. “For example, if you buy white Phalaenopsis at auction you won’t know which variety you are getting. One variety has a problem with draughts, one doesn’t, some tolerate heat, some don’t. There’s also a huge difference depending on which grower you go with. So an Avalanche rose, for example, is not the same Avalanche rose everywhere you go. Some growers grow for quality while others go for volume.”
With Reineri, you know exactly what you are getting. All the company’s growers and their varieties can be found on the webshop, along with all the crucial information – stem lengths, ripeness, weight etc. “What we’ve done is to create a showroom,” says Peter.
