Van Berkel Distributors has a rich history rooted in the migration of the family from Holland in the early 1950s.
Starting as a small mail order business, the company gradually expanded and evolved.
Jos, who’s father established the business with his brother, got involved in the business at a young age.
“I got involved when I was about 15, 16.
“And when I was about 35, my father passed.
I was left holding the baby, but I had David (Jos’s son and long-time Managing Director) coming on.
So gradually it went from one succession to the next, I ran the business for a good 15, 20 years, but I was involved in the business for 40 odd years.
And then David took over and told me to get out,” he laughed.
David realised the business was his calling.
“I finished high school with some really good grades.
“I went to join the bank and they gave me an international finance gig.
I did the trip to the city a few times and thought, ‘No I’m a country boy and I want to want to run the business.’” he said.
Having held the position of Managing Director for the last few decades, David has now taken a step back, and now serves as a mentor of sorts to his daughter, Chloe, who continues to thrive in her role as General Manager.
Chloe said it’s amazing achievement to be moving into fourth generation.
“The fact that we’ve stayed around through all this time, and we’ve adapted and stayed current in a niche part of the market, bulbs and perennials, not many companies achieve that.
To be able to follow in your family’s footsteps and take pride in that and carry that name through time is a great feeling,” she said.
Van Berkel Distributors still occupies the original site in Monbulk.
The humble beginnings in a small shed and a house at the back of the property have transformed into a thriving business with dedicated offices and modern packing facilities.
Notably, David’s brother, Greg, runs a growing operation just next door, which was also started by Jos, and is a major supplier to Van Berkel’s Distributors, specialising in Dahlias, Bearded Iris, Peonies, and other perennial stock.
Van Berkel Distributors has continued to grow since the early days, when the business primarily focused on mail order and wholesale operations, supplying bulbs to Coles.
Jos remembers how through the 60s and 70s, Van Berkel Distributors refined its processes and ventured into new avenues, expanding its wholesale line, and eventually discontinuing the mail order business in the 1970s to concentrate solely on supplying Coles and Kmart stores.
However, Van Berkel’s acquisition of local business Bulb Express marked a turning point, reigniting the mail order retail sector under the new name, Garden Express.
Finding themselves on the verge of this new venture, Jos says they ‘grabbed the tiger by tail’.
Garden Express has today served over one million customers across Australia, while Van Berkel Distributors remain one of Kmart’s longest serving suppliers, having worked with them for over 50 years.
The business has fostered a family-like environment, currently employing 65 permanent staff members, with their workforce growing to around 80 during peak seasons.
“A lot of our employees have watched us kids grow up and my own son grow up, so it’s a real family feel here,” said Chloe.
“You can’t have a good business without a good team and it’s something that you’ve got to work to establish,” said David.
The business continues to excel in the digital space and over the past seven years, Rowan, marketing manager and Chloe’s Uncle, has been at the forefront of driving Garden Express through innovative marketing and a robust online presence.
Recognising the evolving marketing landscape, Rowan and his team have shifted from the catalogues of the past to a digital-first approach, leveraging social media platforms like Facebook and Instagram, as well as e-newsletters, to reach their audience.
The COVID-19 pandemic presented challenges to businesses worldwide.
As the demand for gardening products skyrocketed during lockdowns, the company found itself well-prepared to meet the surge in orders.
The nursery division is another important aspect of the business.
With 65-acres of land in Healesville and the nursery in Monbulk spanning 10 acres, the company specialises in the propagation and cultivation of various plant species.
Noteworthy is the Wollemi pine, a rare and ancient Australian native tree, which was believed to be extinct until a small population was discovered in the Blue Mountains.
Van Berkel Distributors was the first associate company to distribute the pines 25 years ago, and almost 20 years ago, they became the pine’s sole propagator and distributor.
They are also one of the largest growers and suppliers of Hostas, Hippeastrum Amaryllis bulbs, and Peony roses.
While Van Berkel Distributors has embraced online retail, they recognise the importance of maintaining personal connections with their customers.
For over 20 years, Garden Express has been an active participant in Melbourne International Flower and Garden Show, using it as a chance to engage directly with customers and help them put names to faces.
At this year’s MIFGS, they showcased their long history with an array of black and white photos documenting their journey of the last 70 years.
Not wanting to let the milestone go unnoticed, as they mark their 70th year in the industry, they recently held a grand celebration – a Christmas in July European-themed birthday party.
This event brought together employees, retired staff members, and family to commemorate the significant achievement of 70 years in business.
“We don’t underestimate how great it is that a business has survived this long and through so many challenges,” said David.
