We recently connected with Thom Van Den Ende and have shared our conversation below.

Thom, thanks for joining us, excited to have you contributing your stories and insights. Talk to us about building your team? What was it like? What were some of the key challenges and what was your process like?

When I started the business, it was just me in the beginning. That experience was both exhilarating and humbling. I wore multiple hats—product development, customer service, marketing—and while I enjoyed the challenge, I quickly realized the limitations of trying to do it all myself. It became clear that to grow and deliver the best possible outcomes, I needed a team of people who were smarter than me in specific areas and brought expertise I couldn’t match.

Recruiting the first few team members was a pivotal moment. I was looking for more than just skills—I wanted people who shared the vision and had a passion for building something meaningful from the ground up. My first hire was a specialist in managing and building up the sales backoffice, someone who could do in days what would have taken me weeks to figure out. I found them through a mix of networking and recommendations; I actively reached out to my connections and described the kind of person I was looking for.

The interview process was informal but intentional. I wanted to understand not just what they knew, but how they thought and approached problems. We often did collaborative exercises, like brainstorming a real challenge the business was facing, to see how we’d work together. This process felt unconventional at the time, but it gave me insights into their creativity and compatibility with the team culture I wanted to build.

If I were starting today, I’d probably do a couple of things differently. For one, I’d bring in help sooner. In retrospect, I waited too long because I thought I needed to master everything myself first. I’ve since learned that letting experts handle their domain not only accelerates growth but also elevates the quality of work. Secondly, I’d invest more in defining clear onboarding processes to help early hires hit the ground running faster.

Ultimately, those first hires taught me an important lesson: building a great business isn’t about being the smartest person in the room. It’s about surrounding yourself with talented people, empowering them, and creating an environment where they can thrive.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’ve always had a deep passion for flowers and the joy they bring to people. There’s something magical about the way flowers can express emotions, brighten someone’s day, and transform a space. That passion drove me to start Dutch Flower House—a business that combines creativity, quality, and heartfelt connections to create something truly special.

Dutch Flower House is about more than just selling flowers. We specialize in crafting stunning floral arrangements that reflect the emotions and stories behind each occasion. Whether it’s a wedding, a memorial, a corporate event, or simply a gift to say, “I’m thinking of you,” we aim to create arrangements that speak volumes. We also offer curated selections of plants, floral workshops, and design consultations to bring natural beauty into everyday spaces.

What sets us apart is our commitment to quality and authenticity. I’ve always believed in sourcing the finest flowers—many of them directly from Dutch growers—ensuring each stem is fresh, vibrant, and responsibly cultivated. But it’s not just about the product; it’s about the experience. Our clients trust us to listen carefully, understand their needs, and create something truly personal and unforgettable.

One of the things I’m most proud of is how far we’ve come as a brand, especially in building lasting relationships. There’s nothing quite like the joy of seeing a customer return year after year, or hearing that an arrangement we designed became a cherished part of someone’s special moment.

For those new to Dutch Flower House, I want you to know that our work is rooted in passion, creativity, and care. Every bouquet, every arrangement, and every interaction is an extension of our belief that flowers have the power to brighten lives and connect people in profound ways.

Looking back, starting Dutch Flower House was one of the best decisions I ever made. It hasn’t always been easy, but it has been incredibly rewarding to create something that not only brings beauty to the world but also reflects the values I hold dear—heritage, craftsmanship, and a deep respect for nature.

Do you have any insights you can share related to maintaining high team morale?

Managing a team and maintaining high morale starts with creating an environment where everyone feels valued, connected, and motivated to contribute their best. For me, one of the key ways to achieve this is by involving everyone in important decisions. When decisions affect the team or the direction of the company, I make it a point to ask for input from everyone involved. This approach ensures that team members feel heard and connected to the company’s strategy. When people see their ideas and perspectives influencing the bigger picture, they naturally feel more invested and aligned with the mission.

Beyond that, I prioritize building strong personal connections with everyone in the company. Taking the time to bond with team members on a personal level—whether it’s understanding their goals, their challenges, or even just sharing a laugh—creates a sense of trust and camaraderie. I firmly believe that when people feel valued as individuals, they’re more likely to show up as their authentic selves and give their all to the team.

These practices create a culture where collaboration thrives, and people feel both respected and inspired. Ultimately, I’ve found that when you build genuine relationships and ensure every voice is heard, you not only maintain high morale but also create a team that’s capable of achieving incredible things together.

Can you share a story from your journey that illustrates your resilience?

Resilience has been a cornerstone of my journey with Dutch Flower House, and one story that stands out is from the early days when we faced significant challenges. When we first launched, the business was structured as a webshop. At the time, we believed it was the best way to reach our audience, but we quickly realized that the model didn’t align with our vision or the market’s needs. Due to a lack of industry knowledge and experience, we made some wrong decisions that cost us time and resources.

Instead of letting those setbacks derail us, I saw them as opportunities to learn and adapt. After reassessing the business model and listening to the market, we made the bold decision to pivot. Today, we are producers ourselves, crafting high-quality dried flower concepts and selling directly to large mass-market companies in the U.S. That transition wasn’t easy—it required rethinking everything from operations to branding—but it allowed us to align with a clear and focused vision.

Even now, setbacks come at every level of the business. Whether it’s unexpected challenges with production, logistics, or scaling up, I’ve learned to stay grounded by keeping my long-term goals in sight. My vision has always been to become the largest supplier of dried flower concepts in the U.S. market, and that goal gives me the resilience to push forward no matter the obstacles.

I believe resilience isn’t just about bouncing back—it’s about staying committed to your vision and being willing to evolve along the way. This mindset has not only helped us overcome challenges but has also allowed Dutch Flower House to grow stronger with every lesson learned.

Contact Info:

• Website: https://www.dutchflowerhouse.com
• Instagram: @dutchflowerhouse.com , @thomvdende
• Linkedin: https://linkedin.com/thomvandenende