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How do you sell 1,600 tree species to buyers across Europe without them getting lost in the catalogue?

Read the case study

1 Advanced Filter

2 Integrated online store

1600+ Different tree species

Where the story begins

Van den Berk Nurseries is a leading specialist in avenue trees, conifers, shaped trees, and solitary trees and shrubs. With a collection of more than 1,600 species and cultivars, ranging from medium sized to monumental, this family business has over 80 years of experience and ranks among the largest nurseries in Europe.

Their trees shape landscapes across the continent, including iconic locations such as the Louvre in Paris. As their reach expanded, so did the ambition to make their expertise and assortment digitally accessible to customers throughout Europe.

The problem

Van den Berk wanted to go beyond providing information and actively sell trees and shrubs through their website. The biggest challenge was discoverability. With such an extensive assortment, customers needed a way to quickly find the right tree for their specific situation. Without powerful filtering options, navigating the collection was complex and time consuming. The goal was clear: create an online experience where customers could effortlessly search, compare, and select the perfect tree using detailed characteristics such as species, color, fruiting, and attractiveness to bees.

The solution

We approached the project in clear, structured phases. First, we developed a webshop that fully matched Van den Berk’s needs, featuring complex yet lightning fast filters tailored to their vast assortment. From there, the platform was continuously expanded with new functionality, including custom content pages and multilingual support. Ultimately, the entire website was integrated into the webshop, resulting in one unified and user friendly system. Today, the platform operates across more than a dozen domains and is available in all major European languages.

The result

Van den Berk Nurseries now generates a significant portion of its revenue online, serving customers across Europe and beyond. The quotation process has been fully automated: customers request quotes with ease, sales teams adjust them in just a few clicks, and orders are converted seamlessly.

This automation saves valuable time for both customers and sales teams, allowing more focus on personal advice where it matters most. The result is a more efficient organization, a smoother buying process, and a digital platform that supports growth at an international scale.