Impulse for the specialist trade: Heinje nursery opens its major summer exhibition as part of 'Oldenburger Vielfalt'
Focus on strong plant concepts, market-relevant novelties, and digital services
When the industry gathers in the North for the 'Oldenburger Vielfalt', the summer exhibition at Heinje Nursery is a mandatory date on the specialist trade's calendar. From August 1st to September 1st, the company invites guests to Jeddeloh to present its extensive range across more than 6,000 square metres of exhibition space – from proven classics to innovative novelties and well-thought-out marketing concepts. "The 'Oldenburger Vielfalt' is an important annual meeting point with our customers," says Sebastian Heinje, Managing Director of the nursery. "The personal exchange and direct feedback from the trade are immensely valuable to us."
The Heinje Nursery range is broad, extending from early bloomers, ornamental shrubs, and roses to perennials and fruit trees. The offer is complemented by strong brand concepts and 'King Size' specimen plants, which are particularly in demand in the high-quality garden centre and project business. A key theme of this year's exhibition is the new 'Hedgetag'. The evergreen hedge magnolia is perfectly suited for use as a hedge plant. It impresses with its dense, glossy green leaves and rapid growth. From spring to late summer, its ruby-red flowers, which smell of banana, unfold – hence it is marketed under the motto "Flower your Hedge". Thanks to its hedging properties, 'Hedgetag' is also an excellent alternative to Cherry Laurel. The new magnolia is available at Heinje in 2.3-litre and C6 pot sizes.
Other highlights continue to be the particularly pruning-tolerant hydrangea 'Bloombuster', which impresses with its vigorous growth and high flowering performance, as well as the proven INKARHO rhododendrons. The focus of the exhibition is on the novelty 'Grazeasy Purple'. It combines robust characteristics with an attractive colour effect and was awarded "Best Novelty" in the "Woody Plants" category at this year's IPM.
Also on display is the ground-covering panicle hydrangea 'Groundbreaker' in the varieties 'Blush', 'Ruby', and 'Greeny', which was developed specifically for demanding locations and sustainable garden concepts. The ground-covering panicle hydrangea has also impressed industry experts: for example, the new 'Ruby' variety was awarded second place at the RHS Chelsea Plant of the Year 2026 Award at the Chelsea Flower Show.
Beyond the plants, Heinje is highlighting its service and marketing solutions. One example is the digitalisation of purchasing: with the new Heinje shop and the corresponding app, range planning for the specialist trade becomes even easier. The app enables barcode scanning, allowing plants to be recorded directly via swipe. An integrated sales advisor provides in-depth product information directly in the shop, while a seasonal purchasing advisor supports optimal range composition based on data. Existing customers can use the new shop immediately – current login data naturally remains valid.
During the summer exhibition, the Heinje team is available for personal conversations, individual range consultation, and professional exchange. Scheduled consultations are also available upon request. With a combination of market-relevant plants, practical concepts, and modern digital solutions, Heinje Nursery demonstrates at the 'Oldenburger Vielfalt' how it actively supports the specialist trade and sets the pulse for coming seasons.
