The history of Hogewoning

Hogewoning is the market leader in the design and distribution of decorative materials inspired by nature.
Our family history dates back nearly a century.

Dried flowers

Hogewoning is a family-owned business that dates back to 1926, when Willem Hogewoning, the grandfather of the current owner, began trading dried flowers at the age of 21. In the early years, sales mostly took place through flower auctions. Later, Hogewoning expanded his dried flower collection by importing different species from other countries.

Hogewoning Atlanta USA 1986
Hogewoning Atlanta, 1986.
Production Hogewoning India 1994
Production in India, 1994.

Global market

In the 1970s, Hogewoning developed into a professional export-oriented company. Having emerged as a player on the global market, a period of unprecedented growth followed. Hogewoning achieved great success until the late 1990s selling dried flowers.

Import

But trends in home accessories started to change. Dried flowers fell out of fashion. Hogewoning shifted to the large-scale import of accessories and decorations. What remain unchanged, however, was the main source of inspiration: nature. Once it’s in your DNA, it’s impossible to ignore.

Dried Fruits, a Hogewoning USA invention
Dried fruit, an idea by Hogewoning USA
Potpourri production for IKEA started at Hogewoning India 1998
Potpourri for Ikea, 1998.
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Design meeting, 2020.
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Style in every house with our home accessories

The 'Hogewoning-touch'

Hogewoning is enjoying unprecedented success. Our passionate and talented team follows the latest trends to make sure our products meet the needs of customers. Our customers appreciate the special ‘Hogewoning touch’ that gives each product its own unique character.

Our accessories and natural decorations inject style to every home. We imagine, design, and organize the production and delivery. We are a fully-fledged discussion partner for our enthusiastic clients, which range from wholesalers and retailers to department stores, gift shops, and garden centres around the world.

‘Can't’ isn't in our vocabulary

Our clients can choose from a carefully curated collection of home accessories. We carry a wide range of brands, each with their own unique look but all of exceptionally high quality with competitive prices.

We work hard to curate these collections and continually adapt our range to reflect the latest trends, the latest fashions, and the specific wishes of our customers. Do you want a custom product? A white label? A consumer website with inspiration and styling tips? We can arrange it for you. Because ‘can’t’ isn’t in our vocabulary.

Hogewoning Christmas fair
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We present our latest collections at trade fairs in the Netherlands and abroad.

Bright future

This has helped make Hogewoning the market leader in both design and distribution. We are doing well, even in these turbulent times. Nearly a century after Willem Hogewoning sold his first dried flowers, we continue to grow daily. We take good care of our colleagues, our clients, and our planet. Sustainability is one of our core values. We look forward to a bright future.

Hogewoning is a family-owned business that dates back to 1926, when Willem Hogewoning, the grandfather of the current owner, began trading dried flowers at the age of 21. In the early years, sales mostly took place through flower auctions. Later, Hogewoning expanded his dried flower collection by importing different species from other countries.

In the 1970s, Hogewoning developed into a professional export-oriented company. Having emerged as a player on the global market, a period of unprecedented growth followed. Hogewoning achieved great success until the late 1990s selling dried flowers.

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