Dig

What Dig does

Dig (legal entity Dig Club Limited) is a UK direct-to-consumer online garden retailer founded in 2021 in London. The company sells pre-designed 'Instant Beds' — professionally themed flower beds where customers input bed dimensions and aspect (sun/shade, position, situation) and receive mature perennials and shrubs in 1.5–5 litre pots alongside a colour-coded, paint-by-numbers planting plan and personalised growing guide. Six themes (Cottage, Classic, Nordic, Jungle, Mediterranean, Adventure), each available in Sun and Shade variants, form the curated design catalogue; smaller 'Plant Collections' packs of 4–12 plants target pots, planters, and specific use cases at lower price points (£40–£240+).

The underlying product is essentially a codified design methodology plus horticultural supply chain — established UK-grown plants (sourced from a network of trusted growers, some from mainland Europe) packaged with a personalised planting plan that removes the knowledge barrier for novice gardeners. The technology stack is a standard WooCommerce/WordPress e-commerce platform with Stripe payments, Mailchimp email, and Hotjar analytics; the core 'intelligence' is the theme/aspect/dimension configuration logic and the design team behind the curated plant combinations, not any AI system.

Revenue mechanics are predominantly one-time e-commerce transactions with average order values ranging from approximately £40 to £460 per Instant Bed depending on size and shape, plus a quote-based professional services tier (Dig Studio: Inspire at £150 for a 45-minute consultation, Refresh and Transform priced on enquiry) and gift vouchers. The company also operates a B2B 'For Business' channel serving property developers, hospitality operators, and brands. Following a February 2025 appearance on BBC One's Dragons' Den, Dig reported over 100,000 website visitors in three weeks and moved into a new south-west London headquarters to scale fulfilment.

Name

Dig

Legal name

Dig Club Limited

Website

https://digclub.co.uk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Garden Design Services

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Landscape Architectural Services (541320)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Garden Bed Installation & Planting (Annuals, Perennials, Shrubs) (HSAIAFAB)

akta.pro secondary industries

Garden Bed Design, Layout & Planting Plans (HSAIAFAA), Raised Garden Beds & Planter Box Installation (HSAIAFAK)

Keywords

• Garden design services
• Online plant retail
• Pre-designed flower beds
• Curated plant collections
• Bespoke garden design

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Instant Beds: Pre-designed flower beds ordered online by theme and bed dimensions. Plants (perennials and shrubs in 1.5–5 litre pots) are delivered to the customer's door along with a planting plan. Plants are UK-grown where possible from trusted growers. This is the core product offering and primary revenue driver.
2. Plant Collections: Curated packs of 4 to 12 plants designed for specific use cases (pots, planters, problem solvers) or themes. Sold at various price points (£40–£240+). Smaller format than Instant Beds, targeting partial fills or specific gardening needs.
3. Dig Studio (Bespoke Design): Three-tier bespoke garden design service: Inspire (45-minute video consultation + inspiration pack), Refresh (tailored design with plant palettes, image boards, and planting plans delivered), and Transform (full-service design with masterplans, landscaping, and planting). Invoiced separately from e-commerce purchases. Revenue is project-based and varies by scope.
4. Gift Vouchers: Gift vouchers sold in denominations starting from £40, redeemable against Instant Beds, Plant Collections, Inspire Sessions, or Bespoke Projects.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Dig is a UK-based direct-to-consumer gardening retailer that designs, curates, and delivers pre-planned flower beds and plant collections to customers' homes. Its core products are Instant Beds (theme-led, dimension-customised plantings with mature 1.5–5 litre pot plants) and Plant Collections (curated 4–12 plant packs). The company complements these with a three-tier bespoke design service called Dig Studio (Inspire, Refresh, Transform).

Product overview

Dig is a UK-based online garden retailer offering pre-designed instant flower beds and plant collections. The core offering consists of Instant Beds (professionally designed, pre-planned flower beds with mature plants delivered to customers' doors) and Plant Collections (curated packs of 4-12 plants for specific needs). Dig Studio provides a three-tiered bespoke design service (Inspire consultation, Refresh design, Transform full-service). Additional offerings include Dig Club membership for ongoing plant care support, Gift Vouchers, and B2B services for property developers, hospitality businesses, and brands. Six garden themes are available across all products: Mediterranean, Classic, Nordic, Jungle, Cottage, and Adventure. The company appeared on BBC Dragons' Den in February 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Dig Studio: Bespoke garden design service offering Inspire consultations, Refresh, and Transform services for personalized outdoor space design.
• Dig Club

Products and services

• Instant Beds Pre-designed, theme-led flower beds delivered to customers' doors. Buyers choose from six themes (Mediterranean, Classic, Nordic, Jungle, Cottage, Adventure), input bed dimensions and aspect, and receive mature 1.5–5 litre pot plants along with a colour-coded paint-by-numbers planting plan and personalised planting guide. Available in Sun and Shade options and multiple bed shapes and sizes.
• Plant Collections Curated packs of 4 to 12 plants designed for specific use cases or themes, including Collections for Pots, Collections for Planters, Problem Solver Collections (Evergreen Gem, Clay Lovers, Pollinator Magnet, Herbs Galore, Shady Corner, Colour Glow Up), and theme-led starter packs. Sold in three sizes from approximately £40 to £240+.
• Dig Studio (Bespoke Design) Three-tier bespoke garden design service: Inspire (45-minute video consultation plus inspiration pack, £150), Refresh (tailored design with plant palettes, image boards, and planting plans delivered), and Transform (full-service design including site visits, masterplans, landscaping, and planting). Quote-based pricing; landscape partners are recommended for Transform projects.
• Dig Club Membership Online membership community providing personalised tips, email reminders, and care guidance for Dig plants and gardens, plus members-only content and ongoing inspiration.
• Gift Vouchers Digital gift vouchers redeemable against Instant Beds, Plant Collections, Inspire Sessions, or Bespoke Projects. Available in custom amounts with a £40 minimum.
• For Business (B2B Services) B2B service offering for property developers, hospitality businesses, brands, and charities, including show home design, full garden design, Garden Packs for new homeowners, brand collaborations, product shoots, event design, and dedicated trade pricing.

Quantifiable outcome

• Delivered to thousands of customers across mainland UK since founding in 2021
• +2 more outcomes

Named customers4 records

Segments5 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

Partnerships

Four partnerships are on record, tiered core and minor.

• Reena SimoncoreStrategic or Co-development Partner · 1 January 2023Dig collaborated with celebrated Scandinavian design expert and writer Reena Simon to co-create The Nordic garden theme. Inspired by Reena's home and interiors, the theme embraces naturalistic Scandinavian landscape design and the Hygge philosophy. Reena's garden in Cardiff serves as a showcase for the Nordic theme, and the collaboration is prominently featured in Dig's marketing and theme pages.
• Charlotte Stirling-ReedcoreStrategic or Co-development Partner · 1 January 2022Dig partnered with award-winning child nutritionist Charlotte Stirling-Reed to design The Adventure garden theme — created especially for families and children. The theme features bright colours, sensory textures, edible fruits, and pollinator-friendly plants to encourage children to engage with nature and gardening.
• The Green StudiocoreStrategic or Co-development PartnerGarden design partner who collaborated with Dig on their award-winning 'Beautiful Border — A Garden Between Stories' exhibit at BBC Gardeners' World Live, which won a Platinum medal.
• Trusted Landscape PartnersminorImplementation/ SI/ Consulting PartnerDig works with a selected network of trusted landscape partners for Dig Studio Transform projects, recommending them to clients based on project type and location. Dig does not provide landscaping directly but facilitates connections to vetted professionals.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Patch Plants: UK-based online plant retailer delivering houseplants and outdoor plants directly to consumers with a curated, design-led approach — directly comparable to Dig's DTC plant and collection offering.
• Garden on a Roll: UK company that delivers pre-designed garden border kits with planting plans to homeowners — the closest direct analogue to Dig's 'Instant Beds' paint-by-numbers model.

Broad incumbents

• Crocus: One of the UK's largest online garden centres offering plants, tools, and design content across a much broader catalogue — competes with Dig on plants and inspiration but at a much wider scope.
• Hayloft Plants: Established UK online nursery selling a wide range of plants by mail order — competes in the same DTC plant-delivery category but with a much larger, less curated catalogue.
• Sarah Raven: UK-based, design-led horticultural brand selling plants, seeds, and bulbs through a curated catalogue with a strong gardening-content platform — overlapping audience with Dig's themed, design-first positioning.
• Suttons: Heritage UK seeds and plants retailer with a wide range of gardening products — overlaps with Dig on seeds and starter plants via a traditional catalogue and online channel.
• Thompson & Morgan: Long-established UK mail-order seeds and plants retailer — competes with Dig on live plants and seeds but is a much larger, catalogue-driven incumbent.

Emerging players

• The Nunhead Gardener: London-based independent garden centre and online plant retailer with a design-led, urban-gardener focus — overlapping niche audience with Dig and similar curated, premium positioning.
• Plantsmith: UK DTC plant-care brand selling plants alongside care products and content — adjacent niche competitor in the beginner-friendly indoor/outdoor plant market Dig targets.
• The Stem: UK garden design and planting service offering designer-led planting plans and installations — closest peer to Dig Studio's bespoke Refresh and Transform tiers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/dig_club
• Pinterestpinterest.co.uk/DigClubLtd
• LinkedInlinkedin.com/company/dig-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors

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 Dig