The journey begins in 1996, when the founder’s passion for horticulture and botany leads to the creation of Sudest Europe: a family business that today is a reference in the distribution of hobby and professional substrates for Italian floriculture and nursery growing.
In 2016 the rebrand from Sudest Europe to Arber Horticulture, driven by two reasons:
- fully express the company’s passion and commitment to floriculture and horticulture: the name Arber is inspired by Agnes Arber, one of the most important scientists in the field of botany
- reflect the broader commercial horizon: from a company born in Italy (in south-eastern Europe, hence the previous name) and operating mainly on the local market, to a company that today distributes its products worldwide
Arber Horticulture is now fully dedicated to helping professional growers and hobby retailers achieve the best results in their work.
The piece appeared in issue 220 of greenup — Edizioni Laboratorio Verde, May 2025.