Honselersdijk, 31 March 2026 – Hendrico de Brabander has formally stepped down as CEO of Noviflora. His departure was marked during a gathering last Friday. As a result of this step, Xander van Reisen, representing the second generation within the family business, will become the sole owner of Noviflora as of 1 April.
Noviflora was founded more than fifty years ago by Hans and Letty van Reisen. Since 2006, ownership and governance of the family business have been gradually transferred, a process that has been carefully shaped step by step over the years. The transfer of shares held by De Brabander and co-shareholder Leonie de Brabander-van Reisen marks the completion of this long-term transition. This secures the continuity and independence of the family business for the long term.
The transfer has no impact on day-to-day operations, strategic direction, or collaborations with customers and suppliers. Noviflora will continue to focus on close cooperation with growers and customers, further professionalisation, and strengthening its international position within the floriculture supply chain.
Xander van Reisen: “At a time of consolidation within the sector, we are making a deliberate choice to remain an independent family business. With passion and energy, we are embarking on this next phase of Noviflora.”
During an internal gathering on 27 March, De Brabander said farewell to current and former employees with whom he has worked for decades. He looks back on his years as CEO with pride and looks ahead with confidence: “This transition was consciously and carefully prepared, and with it I close an intensive and valuable chapter. Noviflora is in a strong position, and I hand over leadership with confidence.”
About Noviflora
Noviflora is an internationally operating exporter and supply chain coordinator of flowers and plants, with strong market positions in Scandinavia and Switzerland. From Honselersdijk, the family business works closely with growers and customers on an efficient, sustainable and market-driven floriculture supply chain.
