What Urban Green does

Urban Green, operating primarily through its VegTech Sverige brand (vegtech.se), is a Swedish company founded in 2014 that supplies nature-based vegetation solutions for urban environments. The company's product portfolio is organized into four solution categories: green roofs and slabs (sedum roofs, dry meadow roofs, biotope roofs, and green courtyards), ground environments (meadow mats, perennial mats, sedum ground cover, plant screens, and erosion protection), water environments (floating wetlands, shoreline vegetation mats, and maxi plug plants for stormwater ponds), and facade greenery (the Gröna Vajern cable-mounted climbing-plant system). VegTech operates its own cultivation and production facilities in Småland, producing pre-cultivated sedum mats, meadow mats, perennial mats, and plug plants from native Swedish plant species specifically selected for Nordic climate conditions. The company also manufactures its own biochar substrate, providing vertical integration in growing operations.

The business model is B2B-focused. VegTech sells directly to construction companies, municipal projects, commercial property developers, and contractors that integrate green infrastructure for stormwater management, biodiversity enhancement, and erosion protection. For private consumers, the company redirects inquiries to a network of local contractors and installers rather than transacting retail directly. The company has secured approximately $3.8M in disclosed funding across two rounds (June 2017 and January 2019), with Katalysen Ventures named as an investor in the 2019 round. VegTech has also launched recurring-revenue Service Agreements (Serviceavtal) for ongoing maintenance of installed sedum roofs, and offers Contractor Services (Entreprenadtjänster) for installation. Geographic scope is Nordic, with localized websites in Swedish (vegtech.se), Danish (vegtech.dk), and Norwegian (vegtech.no). Leadership is headed by CEO Marcus Edvinsson; total headcount is reported at 1–10 employees, and detailed financial disclosures are not publicly available.

Name

Urban Green

Website

https://urbangreen.se

Company type

Private

Founded year

2014

Headcount range

1–10 employees

Short description

Urban Green, operating as VegTech Sverige, is a Swedish supplier of nature-based plant solutions for urban environments. The company produces green roof systems, meadow mats, floating wetlands, and facade greenery for B2B customers across Scandinavia.

Ownership category

akta.pro rank

Product category

Urban Green Infrastructure

NAICS

Landscaping Services (56173), Landscape Architectural Services (54132)

akta.pro primary industry

Sustainable Cities, Urban Development & Green Infrastructure (BPADALAL)

Keywords

• Urban green infrastructure
• Green roof systems
• Vegetation solutions
• Urban landscaping
• Nature-based solutions

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales

Distribution channels2 records

Marketing channels4 records

Core offering

Urban Green is a supplier of green solutions for urban environments, based in Stockholm. The company provides nature-based and vegetation-oriented solutions intended for use in urban settings, marketed under the urbangreen.se domain. Specific product lines and service components are not detailed in the directly available source record.

Product overview

VegTech Sverige offers a comprehensive portfolio of nature-based vegetation solutions for urban environments, organized into four main solution areas: green roofs and slabs (including Sedumtak, Torrängstak, Biotoptak, and green courtyards), ground environments (meadow mats, perennial mats, meadow seed mixtures, plant screens, and erosion protection), water environments (floating wetlands, shoreline vegetation, and plug plants for stormwater management), and facade greenery (Gröna Vajern cable system). The company operates its own cultivation facilities in Småland, producing sedum mats, meadow plants, perennial mats, and plug plants from native Swedish plant material. VegTech serves exclusively B2B customers (companies, contractors, and installers) with both product sales and associated services including contractor services and service agreements for ongoing maintenance.

Differentiator

Problem solved

Functional benefit

Products and services

• Green solutions for urban environments

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sempergreen: Dutch-headquartered provider of green roof, green facade, and green wall systems sold through a B2B installer network across Europe. Comparable to VegTech on product category (sedum mats, green walls), B2B GTM, and focus on urban climate adaptation solutions.
• Xero Flor: US-based pioneer of pre-vegetated green roof mats and tray systems. Closely comparable on core product format (pre-grown mats), B2B sales to contractors/builders, and stormwater-management value proposition.
• ZinCo: German supplier of green roof system solutions including sedum mats, drainage, and substrate. Comparable as a B2B-focused green infrastructure vendor with a comprehensive product range similar in structure to VegTech's portfolio.
• Optigreen: German manufacturer of green roof, green wall, and stormwater management systems. Directly comparable on product mix, B2B contractor sales model, and European municipal/commercial customer base.
• Mobilane: European provider of living green walls, green facades, and ready-to-use green systems. Overlaps with VegTech on facade greenery (e.g., Gröna Vajern), sedum-based products, and B2B project sales.
• Bauder: UK/European manufacturer of flat roof and green roof systems including extensive green roof build-ups. Closely comparable to VegTech on green roof product depth and B2B sales to construction professionals.
• LiveRoof: North American modular pre-vegetated green roof system supplier. Comparable on pre-grown mat/tray delivery model and target customer (commercial roofing contractors and building owners).
• ANS Living Group (ANS Global): UK specialist in living walls, green roofs, and biophilic design. Comparable on facade greenery and green roof offerings combined with design/installation services, broadly mirroring VegTech's contractor service line.

Broad incumbents

• Sika: Global construction chemicals and roofing systems giant whose roofing/waterproofing portfolio overlaps at the roof build-up layer that VegTech's sedum roofs sit on top of. A broad incumbent rather than a direct competitor in vegetation, but a presence in the same specification chain.

Regional players

• Vegtech (alternative Danish peer) / Gröna Tak: Swedish competitor active in green roof installation and supply in the Nordic market. Regional peer operating in overlapping geographies with comparable sedum/meadow offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/urbangreenSE

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

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 Urban Green