IDEAAL

Manufacturer of automation solutions for the horticultural sector.

 
 

About IDEAAL

IDEAAL specialises in the development and manufacturing of machinery for the horticultural sector. The company provides automation solutions for the picking, moving and accurately placing potted plants, trays and rockwool blocks.

Country
The Netherlands
Headquarters
Horst, Limburg
Initial date
October 2019
Website

Experience

From a local blacksmith to a global player in horticultural machinery

From its beginnings as a blacksmith’s workshop in Horst in 1932, IDEAAL Machinebouw has grown into an international player in mechanical engineering. By 2019 the third generation of the family-owned business faced the challenge of transferring ownership without losing the company’s knowledge base, identity, and customer relationships. A coincidental encounter led to Rooth’s involvement. At the time, Pascal Maes had already been with the company for several years: “From the very first meeting, it just felt right,” says Pascal. “We were drawn to Rooth’s regional commitment, strategic mindset and long-term approach.” That initial meeting soon led to a formal partnership.

Transferring the company’s ownership required a careful approach. The previous owners had  been the face of the business for a long time and they had built up an extensive network. “We were determined not to lose that value,” Pascal explains. To ensure business continuity, the new leadership team was set up through a combination of internal stability and external reinforcement. Pascal remained with the company and became a co-owner whilst Koen Lemmen came into the company, also becoming a co-owner and bringing technical expertise and management experience.

After completing the acquisition, IDEAAL relocated to a modern facility, solving logistical bottlenecks and creating space for future growth. Also, a new ERP system was implemented, offering more structure and control over business processes.

IDEAAL continues to innovate, responding to evolving market needs with solutions such as more efficient handling systems for potted plants. Rooth’s involvement has provided the space and trust to drive such innovations forward.

The partnership between IDEAAL and Rooth brought stability during a period of transition and laid a strong foundation for the future. IDEAAL now serves clients from New Zealand to Canada. Backed by Rooth and a dedicated, close-knit team, IDEAAL continues to build a future with craftsmanship, innovation and global ambition, rooted in the province of Limburg.

“We were drawn to Rooth’s regional commitment, strategic mindset and long-term approach.”

Pascal Maes, Manager and co-owner