Plantura
Plantura is a Munich-based direct-to-consumer e-commerce company selling plants, seeds, fertilizers, and biological pest control to home gardeners in German-speaking markets, supported by a 3,000+ article content magazine and a mobile app with plant recognition.
- Company typePrivate
- Founded2017
- HeadquartersMünchen, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Plantura does
Plantura GmbH is a Munich-based direct-to-consumer e-commerce company founded in 2017 that sells plants, seeds, fertilizers, biological pest control products, and garden accessories to home gardeners in German-speaking markets. The company has built a three-surface platform consisting of an online shop (shop.plantura.garden), the Plantura Magazin (a content library of 3,000+ expert-authored gardening articles), and the Plantura App (a mobile companion with a garden calendar, watering reminders, and AI-powered plant recognition). Plantura targets individual consumers interested in organic and sustainable gardening, with a product range spanning indoor plants, balcony configurations, garden plants, seeds, and beneficial insects.
The business operates on a standard unit-pricing e-commerce model with free shipping on orders above €69, a 365-day growth guarantee to reduce purchase friction, and flexible payment options including PayPal, Klarna, Apple Pay, and Google Pay. Fulfillment is handled through a multi-carrier logistics stack (DPD, DHL, DB Schenker) capable of shipping live plants, small packages, and bulky freight. The company holds multiple sustainability credentials, including EU Bio certification (DE-ÖKO-006), Climate Partner, Ecocert, and Cradle to Cradle Certified Gold, which underpin its organic and sustainability positioning. Plantura claims 100,000+ satisfied customers and has a UK-localized website, suggesting nascent geographic expansion beyond the DACH core.
The company is privately held with no disclosed parent or external investors beyond a 2019 early-stage round led by Acton Capital with participation from NAP. It is led by co-founders Felix Lill (CEO), Dominik Cadmus (CMO), and Melissa Raupach (CPO), and operates with 11-50 employees. No public revenue, ARR, or GMV figures are disclosed.
Plantura firmographics
Firmographics- Name
- Plantura
- Legal name
- Plantura GmbH
- Website
- https://plantura.garden
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Plantura is a Munich-based direct-to-consumer e-commerce company selling plants, seeds, fertilizers, and biological pest control to home gardeners in German-speaking markets, supported by a 3,000+ article content magazine and a mobile app with plant recognition.
- Ownership category
- akta.pro rank
Plantura industry classification
Industry- Product category
- Home Gardening E-commerce
- NAICS
- Nursery, Garden Center, and Farm Supply Retailers (444240)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)
- akta.pro secondary industries
- Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG), Botanical Biopesticides & Plant Extracts (Essential Oils, Neem, Pyrethrins) (AFABAEAF), Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)
Keywords
Where Plantura is headquartered
LocationHeadquarters
- HQ city
- München
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Plantura business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- E-commerce Product Sales: Direct online sales of plants (indoor, balcony, garden), seeds, fertilizers, pest control products, planters, and garden accessories. Products include both own-brand and third-party branded items.
- Newsletter & Email Marketing: Email newsletter subscription with 10% welcome discount driving customer acquisition and retention
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing across plant and garden categories |
| Other | Pay-as-you-go | Free shipping threshold |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Plantura product offering
Product offeringCore offering
Plantura sells plants, organic seeds, fertilizers, biological pest control products, and gardening accessories directly to consumers through its online shop at shop.plantura.garden, supported by the Plantura Magazin content platform (3,000+ articles) and the Plantura mobile app. The offering targets German-speaking home gardeners with curated indoor, balcony, and garden plant assortments, complemented by a 365-day growth guarantee and free shipping over €69.
Product overview
Plantura operates as a German e-commerce company based in Munich offering a comprehensive gardening ecosystem comprising an online shop for plants and garden supplies, a digital gardening magazine, and a mobile application. The product portfolio includes indoor plants, balcony plants, garden plants, organic seeds, fertilizers, and biological pest control products. The company emphasizes organic and sustainable gardening practices, offering over 100,000 products with free shipping over €69 and a 365-day growth guarantee. Their Plantura Magazin provides educational content with over 3,000 articles, while the companion mobile app offers plant care reminders and a garden calendar.
Differentiator
Problem solved
Functional benefit
Brands
- Plantura Magazin: Online garden magazine offering over 3,000 articles about plants and gardening, including vegetable guides, plant portraits, and practical tips.
- Plantura App
Products and services
- Plantura Online Shop Direct-to-consumer e-commerce platform for purchasing plants, organic seeds, fertilizers, biological pest control, beneficial insects, and gardening accessories; offers free shipping over €69 and a 365-day growth guarantee.
- Plantura Magazin Free digital garden magazine featuring over 3,000 articles authored by qualified horticulturists and agronomists, covering plant profiles, vegetable growing, garden design, pest management, and seasonal gardening tasks.
- Plantura App Mobile application for iOS and Android that provides plant care tips, watering reminders, a garden calendar with monthly tasks, and an AI-powered plant recognition feature for identifying plants, diseases, and pests.
- Indoor Plants (Zimmerpflanzen) Assortment of houseplants for indoor use, including ferns, green plants, hanging plants, palms, succulents, and cat-friendly varieties.
- Balcony Plants (Balkonpflanzen) Pre-configured Plantura Balkonbox balcony planters and potted plants for outdoor container gardening, including Mediterranean and flowering varieties.
- Garden Plants (Gartenpflanzen) Outdoor garden plants including flowering shrubs, ground covers, hydrangeas, climbing plants, ornamental grasses, fruit trees, roses, and perennials.
- Seeds (Saatgut) Organic vegetable seeds, herb seeds, flower seeds, green manure, sprout seeds, and lawn seeds.
- Plant Care & Fertilizers Soils, substrates, fertilizers, plant strengtheners, and pest control products for plant maintenance.
- Beneficial Insects & Biological Pest Control (Nützlinge & Schädlingsbekämpfung) Biological pest control solutions including parasitic wasps, nematodes, ladybugs, and pest traps.
Quantifiable outcome
- 100,000+ satisfied customers served
Companies that use Plantura
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Plantura technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Plantura partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- DPDcoreDPD is the primary parcel shipping partner for Plantura's standard orders, handling delivery of plants and products throughout Germany.
- DHLcoreDHL handles letter-sized and small package deliveries for smaller Plantura products, complementing DPD for varied shipment sizes.
- DB SchenkercoreDB Schenker provides freight shipping services for large plants, bulky items, and bulk orders through their freight network.
- PayPalcorePayPal is a primary payment method offered at checkout, enabling secure online transactions for customers.
- KlarnacoreKlarna provides flexible payment options including buy-now-pay-later services, improving purchase conversion rates.
- Apple PayminorApple Pay offers convenient mobile payment option for iOS users, streamlining checkout experience.
- Google PayminorGoogle Pay provides convenient mobile payment option for Android users, streamlining checkout experience.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Plantura competitors and assessment
Company assessmentDirect peers
- Gardener's Supply Company: Gardener's Supply is a US-based employee-owned retailer of garden supplies, plants, and tools via catalogs and online channels. Comparable to Plantura in customer segment (home gardeners), category breadth (plants plus inputs), and content-driven educational approach.
- Bakker.com: Bakker.com is one of Europe's largest online plant and bulb retailers, shipping live plants and gardening products across multiple EU countries. It is the closest direct competitor to Plantura in the D2C live-plant e-commerce category with a comparable product breadth and similar cross-border shipping model.
- Bloomscape: Bloomscape is a US-based online plant retailer delivering potted houseplants and planters directly to consumers with proprietary packaging. It mirrors Plantura's D2C model and indoor-plant emphasis with comparable logistics complexity around shipping live plants.
- Gärtner Pötschke: Gärtner Pötschke is a long-established German D2C plant and garden retailer offering plants, seeds, bulbs, and gardening supplies by mail order. It overlaps directly with Plantura's core category mix and German customer base.
- Patch Plants: Patch Plants is a UK-based D2C indoor plant retailer delivering potted houseplants directly to consumers with a digitally native brand and content-led marketing. It is highly comparable to Plantura in business model, target customer, and category focus on indoor greenery.
- The Sill: The Sill is a US-based D2C indoor plant retailer selling houseplants, planters, and plant care subscriptions through an e-commerce storefront with strong content and social marketing. Comparable to Plantura in its digitally native plant-retail model and indoor-plant category focus.
- Baldur Garten: Baldur Garten is a German D2C retailer specializing in plants, seeds, bulbs, and garden accessories with a long-standing catalog and online presence. It competes head-to-head with Plantura in the German-speaking home gardener segment with a similar mail-order plant model.
Broad incumbents
- Hornbach: Hornbach is a major European home improvement and garden retailer with deep plant, seed, and garden-care assortments sold online and in large-format stores. While not specialized, it competes for the same German home-gardener wallet as Plantura.
- Dehner: Dehner is Germany's largest garden center chain with a substantial online shop covering plants, garden supplies, and pet products. It is a much larger incumbent in the same end market but competes across a wider assortment and a national store footprint that Plantura does not have.
Others
- Compo: Compo is a major German manufacturer and brand of consumer garden care products including soils, fertilizers, and plant protection. It is not a direct e-commerce competitor but represents an upstream supplier and potential brand partner/competitor in the plant care category that Plantura also sells.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Plantura social profiles
Digital presencePlantura compliance and trust
Trust signalCompliance6 records
Plantura financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plantura leadership team
Management profileNumber of profiles
Profiles3 records
Plantura funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plantura M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plantura
What does Plantura do?
Plantura sells plants, organic seeds, fertilizers, biological pest control products, and gardening accessories directly to consumers through its online shop at shop.plantura.garden, supported by the Plantura Magazin content platform (3,000+ articles) and the Plantura mobile app. The offering targets German-speaking home gardeners with curated indoor, balcony, and garden plant assortments, complemented by a 365-day growth guarantee and free shipping over €69.
Is Plantura a public or private company?
Plantura is a private company. It is classified as venture growth investor backed and is currently operating.
When was Plantura founded?
Plantura was founded in 2017. It employs 11 to 50 people.
Where is Plantura based?
Plantura is headquartered in München, Germany, in the Europe region.
How does Plantura make money?
Two revenue lines are on record. E-commerce Product Sales are the primary driver. The others are newsletter & Email Marketing.
Who are Plantura's main competitors?
Direct peers on record are Gardener's Supply Company, Bakker.com, Bloomscape, Gärtner Pötschke, Patch Plants, The Sill and Baldur Garten. Broad incumbents are Hornbach and Dehner. Compo is listed as an others.
Does Plantura have an API?
No public API is recorded for Plantura.
What industry is Plantura in?
Plantura's product category is Home Gardening E-commerce. Its primary akta.pro industry code is CRAIAIAB, Plants, Seeds & Nursery Retail (Garden Centers), with a secondary code of CRAIACAG, Indoor Plants, Faux Florals & Botanical Décor Retail. Its NAICS code is 444240 and its SIC code is 5200.