Dümmen Orange is spun off from its orchid division

Dümmen Orange has announced through an official statement that, starting April 1, its entire Phalaenopsis business worldwide, including sourcing, propagation and sales, will be managed independently under the Sogo brand. This division currently employs 330 people and covers distribution for clients around the world. It was owned by Dümmen Orange since 2017.

With this sale, Dümmen Orange takes another significant step in its strategic reorientation , to rationalize its operations and focus on offerings in markets in which it already has strong positions. It should be remembered that this measure was announced shortly after the recent sale of its Anthurium production in the Netherlands.

Dennis Hsiao , CEO of Sogo, said: "This transaction marks an exciting new chapter for Sogo, as we strive to innovate and deliver exceptional products and services to our valued customers and partners."

For his part, Hugo Noordhoek Hegt , CEO of Dümmen Orange, commented: “Saying goodbye to our orchid business was not an easy decision to make. There is a fantastic team around the world and we have demonstrated great things in orchids in recent years, winning many awards and recognitions. As breeders we cannot always make a difference in the market, which for orchids has very specific characteristics. To remain successful in the global orchid market, you need to focus. Within the global portfolio of Dümmen Orange we cannot offer orchids with that approach, and that is why it is better to make this decision. With a great team and a strong customer base, Sogo is very well positioned to continue to have a bright future.”