Orchids aren’t exactly wallflowers. They know how to grab attention, whether they’re lounging elegantly on your windowsill or stealing the show in high-end floral installations. And if there’s one place that knows how to do orchids justice, it’s the Beatrix Pavilion at Keukenhof.
Each spring, Keukenhof opens its gates to a massive crowd of flower lovers — think around 40,000 visitors on a busy day — and nearly every single one of them finds their way to the Orchid Show. And rightly so. This isn’t your average corner-shop plant display. It’s a full-on celebration of diversity, design, and horticultural craft, all revolving around one plant: the orchid, spreading the word that beauty does last.
A Plant With Global Allure
Orchids are everywhere these days — and not just in living rooms. They have international allure, and that’s not marketing fluff. We’re talking front-row seats in fashion shows, starring roles in hotel lobbies, and even appearances at major design fairs like Dutch Design Week in Eindhoven and Salone del Mobile in Milan. There’s a kind of effortless elegance about orchids that makes them just as at home in a minimalist gallery as they are in a cozy home.
And it’s not just about looks. Orchids are practical too — they’re among the longest-flowering houseplants you can buy, so whether you’re gifting one for Mother’s Day or treating yourself “just because,” you’re getting a plant that sticks around.
The Keukenhof Experience
Back to Keukenhof. The Orchid Show here isn’t just beautiful — it’s smart. If you were there last year, you'll know: You’ll find Cymbidiums featured as cut flowers and endless varieties that are sold in pots, showing just how flexible the orchid really is. Besides Phalaenopsis, probably the most common orchid plant, there are potted Cattleyas, Cambrias, Debdrobiums, Miltoniopsis, Oncidiums, Paphiopedilum, Zygopetalum, and hanging Vandas, just to name a few of the total of 25,000 orchid varieties that grow around the world. The presentation is tailored for anyone from the curious tourist to the seasoned florist, and the message is clear: orchids aren’t just pretty, they’re powerful.
During a recent presentation at the Orchid Event at Keukenhof, Fred van der Hoeven (Business Initiator at Royal FloraHolland) notes that the popularity of orchids is backed up by numbers. There are some 300,000 retail points across Europe where orchids are sold, from supermarkets to garden centers to DIY stores. And they’re not just a passing trend. Orchids account for a significant chunk of the indoor plant market, and they’ve held that ground for years.
What’s Driving the Popularity?
It’s a combination of beauty, practicality, and solid marketing. Campaigns led by Orchidee Nederland have taken the flower far beyond the floral industry’s inner circle. Take, for instance, their pop-up orchid inspiration spaces, influencer collaborations, and those eye-catching installations at design events. There's even a yearly 'Day of the Orchid' on the 1st of September — a moment to remind people why they fell in love with orchids in the first place.
Designers, too, are on board. Jeff Leatham (yes, the one whose client list includes Oprah and the Kardashians) has made orchids a signature in his floral work. From fashion week installations to hotel lobbies, he’s turning orchids into a lifestyle statement.
And let’s not forget visibility. Orchids have popped up in art exhibitions across Germany, France, and the UK. In Paris, London, and even remote parts of Sweden, this plant is quietly (and not-so-quietly) taking over visual culture.
A Plant That Keeps Giving
But here’s something maybe not everyone realizes — orchids are more than just beautiful; they’re surprisingly easy to care for. One of the biggest hurdles in the consumer market, according to Fred van der Hoeven, is that people think orchids are too delicate. In truth? They’re pretty low maintenance. You can teach someone how to keep an orchid alive in the time it takes to brew a cup of coffee.
Still, perception matters. That’s why educational campaigns are a key part of keeping orchids on people’s shopping lists. From simple watering guides to in-store videos showing how to make an orchid thrive, it’s all about lowering the threshold and inviting more people into the orchid world.
Tapping Into Big Moments
And then there’s Mother’s Day — a peak moment for orchid sales. Campaigns often center around emotional gifting: giving something that feels substantial, thoughtful, and lasting. Influencer partnerships and special packaging play a big role here, as does the floral trade’s commitment to making orchids feel fresh and modern.
It’s not just about floristry, either. Orchids are bridging into lifestyle and design spaces, connecting with broader aesthetics and consumer trends. That makes them a versatile option for florists looking to update their offerings without going full experimental.
Use the Continuing Strong Consumer Interest
There’s a broader industry push to keep the orchid relevant, both emotionally and economically. Efforts are being made to streamline how orchids are treated in the supply chain, ensuring they arrive in top condition at retail. A new care and handling campaign is launching soon, aimed at helping retailers and florists alike present orchids at their best.
If you're in the floral trade and haven't yet made orchids a mainstay of your collection, now might be a good time to rethink that. With strong consumer interest, evolving marketing approaches, and lots of fresh ideas from the design world, orchids are showing no signs of fading into the background.
At Keukenhof 2025, this story is playing out in real time. With every visitor that walks through the Beatrix Pavilion, gets up close to a dazzling Vanda, or pauses to admire the delicate Phalaenopsis, it’s clear: the orchid isn't just having a moment — it’s building a legacy. One orchid plant gives you a full, long-lasting bouquet of flowers!
