Jiffy, a global leader in sustainable growing media and propagation solutions for professional growers and home gardeners, together with Braam Group, a European specialist in retail-focused gardening concepts and distribution, have entered a strategic partnership to strengthen their presence in the European home gardening market. As part of this collaboration, Braam Group will market and distribute Jiffy’s home gardening product portfolio across Europe and will act as the exclusive distributor for Botanian, Jiffy’s consumer-oriented brand.
This collaboration strengthens the availability of innovative and sustainable gardening solutions across Europe. By combining Jiffy’s expertise in growing media with Braam Group’s strong retail network and market knowledge, the partnership is designed to deliver added value to retail partners and offer consumers reliable, high-quality products tailored to modern home gardening needs.
Both companies see the partnership as a strong strategic fit, built on shared values and a clear focus on the European home gardening market.
“This partnership with Braam Group is a natural next step in our ambition to grow together in the European home gardening segment,” says Jordy Verboom, Segment Manager Home Gardening at Jiffy. “Braam Group understands both our products and the retail landscape exceptionally well. By joining forces, we can better support our retail partners with a clear, consistent, and compelling proposition.”
Arjan van der Snoek, Commercial Director at Jiffy, adds: “At Jiffy, we strongly believe in partnerships that create real value. Braam Group shares our vision on quality, sustainability, and long-term collaboration. This agreement enables us to further professionalize our go-to-market approach for home gardening in Europe, while maintaining focus and clarity within our brand portfolio, especially for Botanian.”
From Braam Group’s perspective, the collaboration aligns closely with its ambition to bring strong brands and well-defined concepts to the European retail market.
We are proud to become Jiffy’s distribution partner for home gardening in Europe and to take on the exclusive distribution of Botanian,” says Kees Stoppelenburg, Sales Manager at Braam Group. “Jiffy’s products are known for their reliability and innovation, and Botanian fits perfectly with the growing demand for high-quality, consumer-friendly gardening solutions.”
André Braam, Owner and Managing Director of Braam Group, concludes: “This collaboration goes beyond distribution alone. It is about growing together, sharing knowledge, and building strong, future-proof concepts for our retail partners. We see significant opportunities to accelerate growth across Europe.”
With this partnership, Jiffy and Braam Group reaffirm their shared commitment to innovation, sustainability, and long-term collaboration, laying a strong foundation for continued growth in the European home gardening market.
About Jiffy Group
Jiffy is a global supplier of advanced growing media and propagation solutions, offering high-quality substrates, pots, pellets, plugs, and growbags for professional horticulture. With a commitment to responsible sourcing and sustainable innovation, Jiffy supports growers in more than 100 countries. Website: https://jiffygroup.com/
About Braam Group
Braam Group is a European horticultural company with extensive experience in developing and distributing innovative, sustainable growing solutions for both professional and retail markets. The company offers a broad portfolio of high-quality coco coir–based products for professional growers, as well as user-friendly “grow your own” solutions for home gardeners, supporting the cultivation of vegetables, herbs, and flowers.
Website: https://braamgroup.nl/en/
