Noocity

What Noocity does

Noocity (legal entity Cidades Geniais SA) is a Porto-based private company that designs, manufactures, and operates self-watering urban vegetable garden systems under the NOOCITY® trademark. Its core technology is a modular Growbed with a proprietary sub-irrigation (wicking) architecture: a water reservoir, a 100% recyclable geotextile mat that separates substrate from water, food-grade PVC components, and an aluminium frame. The system delivers up to 80% water reduction versus classic gardening, up to 3 weeks of autonomous watering, and an average yield of 20kg/m2 per year. Noocity sells Home Vegetable Garden Kits directly to consumers in three sizes (Small €250, Medium €380, Large €610), shipped across Europe in 5 business days and worldwide in 10 days via the noocity.com e-commerce storefront.

The company monetizes B2B demand through structured corporate programs — the Ground Yourself Program, Liga-te à Terra, and A Terra Liga-nos a Todos — which combine Growbed installation, ongoing maintenance, and monthly community animation delivered by an international network of professional 'Growers' present in Portugal, France, Spain, Italy, and Belgium. Recurring revenue streams include Organic Fertiliser Packs and Maintenance Packs sold through the same shop. Notable enterprise customers include Microsoft, UNESCO, Sonae, JLL, OLX, Natixis, Vestas, CMS Portugal, DPD, Mob Hotel, Unilabs, Porto Business School, Klepierre, Fayat, and LDVL Notaires, with the 155-bed UNESCO Paris headquarters project (March 2020) standing as the largest single installation to date. The business is founder-led, small (1-10 employees), and has received modest public and angel funding (Portugal Ventures, Best Horizon, REDangels) alongside Portugal 2020 and EU FEDER support.

Name

Noocity

Legal name

CIDADES GENIAIS SA

Website

https://noocity.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Noocity designs and sells self-watering modular Growbed systems for urban vegetable gardens, serving individual consumers via e-commerce and enterprises such as Microsoft, UNESCO, Sonae, and JLL through its Ground Yourself corporate program and an international Grower network across five European countries.

Ownership category

akta.pro rank

Product category

Urban Agriculture Equipment

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Water Supply and Irrigation Systems (22131)

SIC

Agricultural Services (700), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Raised Garden Beds & Planter Box Installation (HSAIAFAK)

akta.pro secondary industries

Vegetable & Herb Garden Installation and Maintenance (HSAIAFAM), Drip Irrigation Installation & Maintenance (Gardens/Planters) (HSAIAEAE), Irrigation, Hoses & Watering Systems Retail (CRAIAIAD)

Keywords

• Urban vegetable gardens
• Sub-irrigation growbeds
• Corporate garden programs
• Self-watering planters
• Urban farming equipment

Headquarters

HQ city

Oporto

HQ country

Portugal

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Vegetable Garden Kit Sales: Sale of three sizes of Home Vegetable Garden Kits (Small €250, Medium €380, Large €610) including growbed structure, coconut fibre substrate, organic fertilizer, and seasonal seeds/plants. One-time purchase revenue with 45-day return policy and up to 5-year guarantee.
2. Organic Fertiliser Pack Sales: Sale of organic fertiliser packs designed for each kit size (3x100gr for Small, 3x200gr for Medium, 3x400gr for Large). Consumable product generating recurring revenue from ongoing garden maintenance.
3. Corporate Garden Programs: B2B programs including Ground Yourself Program (1-year program with monthly garden animations), Liga-te à Terra, and A terra liga-nos a todos. Includes garden installation, maintenance, and team engagement activities provided through the Grower network.
4. Maintenance Pack: Ongoing maintenance services for vegetable gardens, including regular visits by professional Growers to ensure garden health and provide workshops/activities for participants.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Noocity designs, manufactures, and sells modular self-watering raised vegetable garden beds (Growbeds) using a proprietary sub-irrigation system, available in Small (€250), Medium (€380), and Large (€610) sizes for home consumers. For businesses, the company delivers Corporate Garden installation and ongoing maintenance programs (Ground Yourself Program, Liga-te à Terra, A Terra Liga-nos a Todos) through its international network of professional Growers across five European countries. The system achieves 80% water reduction compared to classic gardening and can be installed in one day without permanent building work.

Product overview

Noocity offers a portfolio of urban gardening products and services centered on its proprietary sub-irrigation Growbed system. The core product line includes the Vegetable Garden Kit (available in Small, Medium, and Large sizes) for home use, complemented by add-on Organic Fertiliser and Maintenance Packs. For businesses, Noocity provides Corporate Garden services through its Ground Yourself Program, which combines Growbed installation with ongoing maintenance and monthly animations delivered by its international Grower network. Additional programs like Liga-te à Terra and A Terra Liga-nos a Todos extend the offering into structured corporate sustainability and social responsibility initiatives. The products share a common technological foundation (sub-irrigation/self-watering system) and are designed to work together as an integrated urban agriculture ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

• Vegetable Garden Kit (Home Growbed)
• Organic Fertiliser Pack
• Maintenance Pack
• Ground Yourself Program (Corporate Garden)
• Programa Liga-te à Terra
• Programa A Terra Liga-nos a Todos
• Growers Network (Channel Service)

Quantifiable outcome

• 80% reduction in water consumption compared to classic gardening methods
• +4 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Garden Patch: Garden Patch sells self-watering raised garden beds for home gardeners, with a comparable sub-irrigation reservoir design. Most direct product overlap in the Noocity Small/Medium kit range and B2C positioning.
• AeroGarden: AeroGarden sells countertop hydroponic indoor gardens with seed pod consumables. Comparable consumable recurring revenue attached to a hardware gardening kit, though indoor-only.
• Vegepod: Vegepod offers modular raised garden bed kits with self-watering reservoirs and protective covers. Competes with Noocity in the premium B2C raised-bed segment in Europe, Australia, and the US.
• Lettuce Grow: Lettuce Grow offers self-watering, soil-free Farmstand planters for households and schools. Closely comparable sub-irrigation, modular, B2C-with-recurring-consumables model.
• GreenStalk Garden: GreenStalk sells stackable, modular vertical gardening systems aimed at balconies and small patios. Comparable urban, small-footprint home gardening positioning to Noocity's Home Garden kits.
• Click & Grow: Click & Grow makes smart indoor garden kits with proprietary soil and self-watering reservoirs. Comparable consumable-and-kit revenue model targeting urban residential customers, though focused on indoor growing.
• EarthBox: EarthBox pioneered self-watering container gardening systems in the US, with a similar wicking reservoir and growbox model. Comparable product architecture and target market of urban / small-space home gardeners.

Broad incumbents

• Hozelock: Hozelock is a major UK/European irrigation and watering products brand. Adjacent competitor in irrigation but operates as a broad portfolio incumbent rather than a raised-bed specialist.
• Gardena: Gardena is a leading European garden equipment brand (Husqvarna Group) with broad irrigation and raised-bed offerings. Competes indirectly across the entire home gardening category rather than specializing in Noocity's wicking-bed niche.

Emerging players

• Botanicare: Botanicare provides irrigation and growing-system products (including wicking and drip) for hobbyist and small-scale urban growers. Overlaps with Noocity's sub-irrigation technology focus but skews toward hydroponic and indoor cultivation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCCqYva3R3gp75UGfOynF3rQ
• LinkedInlinkedin.com/company/noocity
• Instagraminstagram.com/noocity_groundyourself
• Xx.com/noocity_co

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Noocity