This partnership is a natural step in our ambition to grow in Europe

Jiffy International, together with Braam Group, a European specialist in retail-focused gardening concepts and distribution, has entered a partnership to strengthen its 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.

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.”

© Jiffy International

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.”

“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.”