Gardena

What Gardena does

Gardena is a German garden products manufacturer founded in 1961 and headquartered in Ulm, Germany, operating as a wholly-owned subsidiary of Sweden's Husqvarna Group since 2007. The company designs and distributes a complete portfolio of German-engineered garden tools and irrigation solutions spanning watering systems, robotic lawn mowers, and lawn/garden cutting tools, targeting millions of home and garden owners worldwide—from enthusiast gardeners to casual consumers—who use its products for irrigation, automated mowing, plant cutting, and general garden maintenance in both rural and urban settings.

Gardena's product portfolio is organized into three core categories. Watering Systems is anchored by the proprietary Original GARDENA System Connectors (a quick-connect fitting ecosystem intended to lock in accessories purchases), the Water Meister automatic irrigation system co-developed with Takasho, plus hoses, sprinklers, nozzles, water controls, and automatic plant watering devices. Robotic Lawn Mowers are autonomous units that leverage parent Husqvarna Group's wire-free EPOS navigation and AI-driven obstacle detection. Lawn & Garden Tools cover cutting implements, cylinder reel mowers, and general lawn care tools. Gardena does not disclose proprietary AI models or training pipelines of its own; the AI/robotics capabilities behind the smart mower line are inherited from Husqvarna Group R&D.

Gardena's revenue model is predominantly hardware sales, with the company generating approximately $917 million in annual sales as a subsidiary of Husqvarna Group. Its go-to-market combines a direct-to-consumer e-commerce platform (us.gardena.com and global equivalents) offering free shipping and 30-day returns, traditional retail garden centers and home improvement chains, and exclusive channel partners (Takasho Co., Ltd. for Japan as of March 2026). Distribution spans 80+ countries through the parent company's infrastructure. Customers are segmented horizontally by persona—passionate gardeners versus casual curators—rather than by industry, implying a long-tail retail revenue base with no disclosed enterprise or B2B contracts. The GTM motion has shifted toward DTC and strategic channel partnerships as the primary growth levers.

Name

Gardena

Legal name

Gardena

Website

https://gardena.com

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Gardena is a German garden products manufacturer (founded 1961, Ulm) and wholly-owned subsidiary of Sweden's Husqvarna Group, producing German-engineered watering systems, robotic lawn mowers, and lawn/garden tools for home and garden owners across 80+ countries.

Ownership category

akta.pro rank

Product category

Garden Tools and Outdoor Equipment

NAICS

Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Outdoor Power Equipment Retailers (444230), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

akta.pro secondary industries

Irrigation, Hoses & Watering Systems Retail (CRAIAIAD), Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)

Keywords

• Garden watering systems
• Robotic lawn mowers
• Irrigation equipment
• Outdoor garden tools
• Smart sprinkler controllers

Headquarters

HQ city

Ulm

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: GARDENA generates revenue primarily through the sale of physical garden products including watering systems, robotic lawn mowers, lawn and garden tools, cutting tools, and accessories through direct e-commerce and retail channels.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Gardena manufactures and sells German-engineered garden products organized into three core lines: Watering Systems (hose storage, hoses, sprinklers, nozzles, Original GARDENA System Connectors, water controls, automatic plant watering), Robotic Lawn Mowers (autonomous mowers with accessories and installation support), and Lawn & Garden Tools (cutting tools, lawn tools, cylinder reel mowers). Products are sold through a direct-to-consumer e-commerce storefront, retail garden centers and home improvement stores, and country-level channel partners such as Takasho in Japan.

Product overview

GARDENA offers a comprehensive portfolio of German-engineered garden products organized into three core categories: Watering Systems (including the Original GARDENA System Connectors, Water Meister System for automatic irrigation, hose reels, sprinklers, nozzles, water controls, and automatic plant watering), Robotic Lawn Mowers (autonomous mowers with accessories and installation support), and Lawn & Garden Tools (cutting tools and lawn care implements). The complete product range supports the full lifecycle of garden care from irrigation through mowing to plant maintenance, unified under the brand promise of innovative and sustainable garden products. Since 2007, GARDENA has been a member of Husqvarna Group, serving as the leading brand for high-quality garden tools in Europe with presence in over 80 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Watering Systems Complete range of German-engineered watering solutions covering hose storage, hoses, sprinklers, nozzles, Original GARDENA System Connectors, water controls, and automatic plant watering, sold to home and garden owners.
• Robotic Lawn Mowers Autonomous robotic mowers for automated lawn care, offered with accessories and installation support, leveraging Husqvarna Group's EPOS and AI-driven obstacle detection capability for the consumer market.
• Lawn & Garden Tools Cutting tools and lawn care implements for general garden maintenance, including manual and powered options for trimming, shaping, and lawn care, sold to home and garden owners.
• Classic Cylinder Reel Mower Precision manual reel mower engineered for a cleaner cut and easier cleanup, with zero emissions, noise, or mess, available with an optional grass catcher.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Takasho Co., Ltd.coreChannel Partner/ Reseller/ Distributor · 24 March 2026Takasho Co., Ltd., a Tokyo-listed garden lifestyle manufacturer, signed a sales agency contract with GARDENA's Japanese subsidiary on March 24, 2026, acquiring exclusive sales rights for GARDENA products in Japan. The agreement deepens a strategic partnership established in 2024, building on the 'Water Meister System' for automatic irrigation and watering systems, with over 600 people having completed related training as of April 2026. Takasho plans to leverage this expanded relationship to promote 'total care for gardens' and contribute to sustainable garden culture across Japan.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• The Toro Company: US-based peer in residential and commercial lawn care equipment, irrigation systems, and outdoor lighting, with comparable product breadth across mowing and watering.
• Worx (Positec): Direct peer in robotic lawn mowers (Landroid) and cordless garden tools, with comparable product positioning in the European and North American consumer markets.
• Rachio: Direct competitor in smart irrigation controllers, named alongside Gardena as a key player in Spain's smart sprinkler market; focused exclusively on smart watering for residential users.
• Stihl: Global leader in outdoor power equipment, competing with Gardena in lawn care tools and increasingly in battery-powered garden equipment for residential users.
• Fiskars: Direct peer in garden hand tools, cutting tools, and watering products, with a strong European retail presence and similar German-engineered / Nordic-quality brand positioning.
• Greenworks Tools: Direct competitor in battery-powered outdoor power equipment and lawn mowers, competing on price and battery platform integration with similar product categories to Gardena.
• Bosch (Gardening tools division): Major competitor in powered garden tools and outdoor equipment, offering lawnmowers, robotic mowers (Indego), and irrigation products to the same European DIY consumer base.
• Husqvarna: Parent company of Gardena, but also a direct competitor through its Husqvarna consumer brand and Automower robotic mower line, targeting the same European homeowner segment with overlapping irrigation and mowing products.

Broad incumbents

• Rain Bird: Established irrigation incumbent with broad residential and commercial product lines, competing with Gardena in sprinklers, controllers, and underground irrigation systems.
• Scotts Miracle-Gro: Broad lawn and garden care incumbent selling fertilizers, seeds, and increasingly smart irrigation/robotic products, overlapping with Gardena's lawn care category through retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/GardenaWorldwide
• Facebookfacebook.com/gardena.worldwide
• Instagraminstagram.com/gardena.usa
• Xx.com/gardenaglobal
• LinkedInlinkedin.com/company/gardena-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Gardena