Baileys

What Baileys does

Baileys is a Western Australian garden care brand that manufactures and sells fertilizers, lawn foods, potting mixes, soil improvers, mulches, and wetting agents engineered specifically for the region's sandy soils, heat, and water-scarcity conditions. Its core product lines include the 3.1.1 Plus and Brilliance lawn food ranges, the Turfect liquid treatment line (Repair, Boost, Grow, Energy, Green, Starter), growing media products such as Premium, Native, and Veg & Herb potting mixes, the Soil Matters and Clay & Compost soil amendment range, and Grosorb wetting agents in both granulated and liquid concentrate forms. The underlying technology is rooted in proprietary chemistry and regional formulation expertise developed over a century, including the 3.1.1 Plus fertilizer with built-in wetting agent and Grosorb hydrophobic-soil remediation technology, with formulations backed by ISO certification, EcoHort and NIASA accreditation, and Waterwise approval.

Baileys operates as a brand under Evergreen Garden Care Australia, with ultimate ownership by OMS Investments, Inc., which also controls Scotts, Tomcat, Debco, MiracleGro, and Defender. The company serves two primary customer segments: home gardeners in Western Australia and professional turf and nursery operators. It makes money through one-time physical product sales distributed via two main channels: Bunnings Warehouse, Australia's dominant hardware and garden retailer, and direct-to-consumer through the Love The Garden e-commerce platform with home delivery and store pickup options. Marketing is content-led via the Love The Garden website, email newsletter, and interactive gardening calculators.

The business is structurally constrained: it is a regional brand serving only Western Australia, has a small workforce (11-50 employees), relies heavily on a single retail partner for physical distribution, and operates within a portfolio of brands owned by a global holding entity rather than as an independent growth-stage company.

Name

Baileys

Legal name

Evergreen Garden Care Australia

Website

https://baileysfertiliser.com.au

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

11–50 employees

Short description

Baileys manufactures and supplies fertilizers, lawn foods, potting mixes, soil improvers, and wetting agents specifically formulated for Western Australian conditions, serving home gardeners and professional turf operators primarily through Bunnings Warehouse and the Love The Garden e-commerce platform.

Ownership category

akta.pro rank

Product category

Garden Care Fertilisers and Growing Media

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

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

akta.pro primary industry

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)

Keywords

• Lawn fertilisers
• Potting mixes
• Soil improvers
• Wetting agents
• Garden care products

Headquarters

HQ city

Kwinana

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Physical product sales: One-time purchase model for fertilizers, potting mixes, soil improvers, and lawn care products sold through retail and direct channels

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Baileys manufactures and supplies fertilisers, lawn foods, potting mixes, soil improvers, mulches and wetting agents specifically developed for Western Australian gardening conditions, particularly sandy soils and water-scarce environments. Its portfolio spans granular lawn foods (3.1.1 Plus, Brilliance, Energy Turf), the Turfect liquid lawn treatment range, growing media (Premium, Native and Veg & Herb Potting Mixes), soil amendments (Soil Matters Garden, Clay & Compost, Soil Improver Plus), Moisture Mulch, Grosorb wetting agents, and traditional fertilisers (Blood & Bone Mix, N.P.K. Blue). Products are sold through hardware retail chains such as Bunnings and the Love The Garden direct online store.

Product overview

Baileys is a garden care product brand with over 100 years of history in Western Australia, operating under Evergreen Garden Care Australia. The company offers two main product lines: Lawn Care products (including 3.1.1 Plus Waterwise, 3.1.1 Granulated, Brilliance, Energy Turf, and Lawn Reviver) and a Turfect liquid treatment range (Repair, Boost, Grow, Energy, Green, Starter) for targeted lawn rehabilitation. The Growing Media portfolio includes Premium Potting Mix, Native Premium Potting Mix, Veg & Herb Premium Planting Mix, Soil Matters Garden, Clay & Compost, Soil Improver Plus, and Moisture Mulch. The product range also includes Grosorb water management products (Granulated and Liquid Concentrate) and organic amendments like Blood & Bone Mix and N.P.K. Blue. All products are designed specifically for Western Australian conditions including sandy soils, heat, and water scarcity, and are backed by ISO certification, EcoHort and NIASA accreditation, and Waterwise approval.

Differentiator

Problem solved

Functional benefit

Brands

• Baileys 3.1.1. Plus: Lawn food formulated for Western Australian conditions with wetting agent for sandy soils
• Baileys Brilliance
• Baileys Turfect
• Baileys Turfect Energy
• Baileys Growing Media
• Baileys Soil Matters
• Baileys Grosorb
• Baileys Energy Turf
• Baileys Lawn Reviver
• Baileys Blood & Bone Mix
• Baileys N.P.K. Blue
• Baileys Native Premium Potting Mix
• Baileys Veg & Herb Premium Planting Mix
• Baileys Clay & Compost

Products and services

• Baileys 3.1.1 Plus Waterwise Lawn Food An even, all-round lawn feed with integrated wetting agent designed for sandy soils and built through a century of regional trial and development for Western Australian conditions. Available in 8kg and 10kg bag sizes plus a granulated 20kg variant for steady nutrient release.
• Baileys Brilliance Lawn Food Fast-acting lawn food range delivering rapid green-up and colour enhancement, available as All Purpose 8kg/10kg bags and as a Brilliance Granulated 20kg formulation for sustained nutrient release.
• Baileys Turfect Liquid Lawn Treatment Range Specialised liquid lawn treatments comprising Repair (1L) for restoring stressed or damaged lawns, Boost (1L) for nutrient and biology boost during recovery, Grow (1L) for initial establishment, Green (1L) for visual greenness, Energy (10kg) combining nutrients and beneficial biology to build soil health, and Starter (5kg) for new lawn establishment.
• Baileys Energy Turf 20kg Lawn Food 20kg lawn food formulation designed to power lawn health and root development in WA conditions.
• Baileys Lawn Reviver 25L 25L liquid lawn treatment product for reviving and restoring tired or stressed lawns in WA conditions.
• Baileys Premium Potting Mix Premium potting mix designed for general container gardening that feeds plants for months from day one, available in 50L format.
• Baileys Native Premium Potting Mix Potting mix specifically formulated for Australian native plants, optimised for native plant nutrition requirements and available in 25L format.
• Baileys Veg & Herb Premium Planting Mix Specialised 25L planting mix formulated for vegetable and herb garden beds and containers.
• Baileys Soil Matters Garden Garden soil amendment registered under Baileys' Soil Matters trademark, adding organic matter to boost fertility, water retention and root growth across all soil types, available in 4kg and 10kg sizes.
• Baileys Clay & Compost 25L product designed to permanently fix sandy soils by adding clay and organic matter, holding more water and nutrients and turning sand into loam for easier garden maintenance.
• Baileys Soil Improver Plus Enhanced 25L soil improvement product for boosting overall soil health and structure in WA gardens.
• Baileys Moisture Mulch 25L mulch product designed to retain soil moisture and regulate soil temperature in gardens.
• Baileys Grosorb Wetting Agents Wetting agent line registered under Baileys' Grosorb trademark, available in granulated form (10L and 25L) for fixing water-repellent hydrophobic soils and improving water penetration to the root zone, plus a 1L Liquid Grosorb Concentrate for water efficiency and nutrient uptake in WA sandy soils.
• Baileys Blood & Bone Mix 20kg organic fertiliser blend providing nitrogen and phosphorus for healthy plant growth.
• Baileys N.P.K. Blue 20kg balanced complete fertiliser providing essential nitrogen, phosphorus and potassium for plant nutrition.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Others

• Bunnings Warehouse: Australia's dominant hardware and garden retail chain and Baileys' primary distribution partner. Included as a key ecosystem participant rather than a competitor — its category strategy and shelf allocation decisions materially shape Baileys' revenue trajectory.

Broad incumbents

• Osmocote: ICL-controlled controlled-release fertilizer brand sold through Australian garden retailers. Competes with Baileys' granulated lawn foods (3.1.1 Granulated, Brilliance Granulated) on slow-release plant nutrition positioning.
• Amgrow: Australian garden-care manufacturer and distributor with a broad portfolio spanning fertilizers, pest control, and growing media. Operates as a larger incumbent serving both retail and professional channels, with comparable end-customers.

Direct peers

• Seasol: Australian liquid fertilizer and soil-health brand sold through Bunnings and garden retailers. Comparable product mix (liquid treatments, soil conditioners) and overlapping channel strategy make it a direct competitor in the WA garden-care category.
• Scotts Australia: Sister brand under the same Evergreen Garden Care Australia / OMS Investments portfolio. Offers lawn food, fertilizers, and growing media with national positioning — competes directly with Baileys on Bunnings shelves across Australia.
• Neutrog: South Australian-based organic fertilizer specialist with a premium positioning and Bunnings/garden-center distribution. Comparable in serving the professional turf and home gardener segments with specialized soil/plant nutrition products.
• Richgro: Australian-owned garden-care brand offering fertilizers, mulches, potting mixes, and soil conditioners through major retailers. Direct product overlap with Baileys across soil, mulch, and fertilizer categories.
• MiracleGro (Australia): Sister brand under EGC Australia / OMS Investments with global recognition. Competes in plant food and growing media and is often stocked adjacent to Baileys at Bunnings, with broader national appeal.
• Debco: Sister brand under EGC Australia focused on premium potting mixes and growing media. Most comparable to Baileys' Growing Media range (Premium Potting Mix, Native Premium Potting Mix) and the most direct substitute for Baileys on Bunnings shelves.
• Yates: Australia's largest heritage garden-care brand, offering fertilizers, lawn food, and growing media across retail. Directly competes with Baileys in the Australian homeowner and professional turf segments and is the most analogous mass-market peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Baileysgrowgardens

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Baileys