Seasol International

What Seasol International does

Seasol International is an Australian manufacturer of organic, seaweed-based plant health and garden care products, founded in 1984 and headquartered at 1027 Mountain Highway, Bayswater, Victoria. The company is a division of DuluxGroup (Australia) Pty Limited (ACN 000 049 427), the Australian coatings and specialty chemicals group, which provides corporate, distribution and operational infrastructure. The product portfolio centres on the flagship Seasol liquid seaweed treatment, the PowerFeed liquid fertilizer and soil conditioner line (including PRO SERIES crop-specific formulations), and the EarthCare environmentally focused pest control range, supported by specialty soil improvers and potting mixes such as Seasol Biochar with Zeolite, Plant + Soil Booster, Liquid Compost, and Advanced and Indoor Potting Mixes. Underlying technology is rooted in proprietary seaweed-derived formulations combined with Liquid Compost technology and Troforte beneficial microorganism blends, with Australian Organic certification held on selected SKUs.

The business operates a multi-channel go-to-market model spanning Australian mass-market retail (Bunnings, Mitre 10, Home Timber & Hardware, Woolworths, Coles) and independent garden centres for the home gardener segment; a dedicated Hort & Ag commercial division (hortag.com.au) serving professional growers and farmers; and a dedicated Export division serving international markets. Revenue is generated through one-time retail and commercial sales of branded consumer and professional garden care products. Customer-facing engagement is anchored by an extensive content and community marketing program spanning Instagram, Facebook and YouTube, monthly seasonal guides, the Garden Doctor diagnostic tool, the Seasol Gardeners Club loyalty community, and partnerships with Grow It Local and the Kitchen Garden Foundation.

Seasol is positioned as the leading Australian brand in seaweed-based plant health products, with 30+ years of category authority and registered trademarks including Seasol, PowerFeed, EarthCare, Seasol GOLD and Troforte. Recent strategic activity has focused on product line extension (the August 2026 launch of Seasol Plant Health & Soil Improver Granules), specialty fertilizer range expansion via PowerFeed PRO SERIES, and ongoing international export growth, rather than acquisitions, restructuring or category pivots.

Name

Seasol International

Legal name

Seasol International, a division of DuluxGroup (Australia) Pty Limited (ACN 000 049 427)

Website

https://seasol.com.au

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Seasol International is an Australian manufacturer of organic, seaweed-based plant health and garden care products, serving home gardeners through major Australian retailers, professional growers through a dedicated Hort & Ag division, and international markets through an export division, as a division of DuluxGroup.

Ownership category

akta.pro rank

Product category

Organic Garden Care Products

NAICS

Pesticide and Other Agricultural Chemical Manufacturing (325320)

SIC

Agricultural Chemicals (2870)

akta.pro primary industry

Seaweed & Algae Aquaculture (incl. microalgae) (AFAEAAAE)

akta.pro secondary industry

Aquaculture Processing & On-Farm Value-Add (primary handling, icing, packing) (AFAEAAAN)

Keywords

• Organic garden fertilizers
• Seaweed plant treatments
• Soil conditioning products
• Horticulture crop nutrition
• Garden pest control products

Headquarters

HQ city

Bayswater

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Consumer Gardening Products: Sale of Seasol, PowerFeed, and EarthCare branded products to home gardeners through retail channels including Bunnings, Mitre 10, Home Timber & Hardware, Woolworths, Coles, and garden centres. Products include liquid seaweed treatments, potting mixes, fertilisers, pest control sprays, and soil improvers sold in various sizes.
2. Commercial Horticulture & Agriculture: Dedicated Hort & Ag division (hortag.com.au) serving professional growers, commercial farmers, and agricultural businesses with specialized formulations and larger pack sizes.
3. International Export: Dedicated export division serving international markets with Seasol product range tailored for global gardening and agricultural applications.

Go-to-market motion1 record

Distribution channels8 records

Marketing channels8 records

Core offering

Seasol International manufactures and sells organic, seaweed-based plant health treatments, liquid and granular fertilizers and plant foods, soil conditioners, potting mixes, and environmentally focused pest-control products. It serves home gardeners through retailers and professional growers and agricultural businesses through dedicated Hort & Ag and export divisions.

Product overview

Seasol International is a division of DuluxGroup (Australia) Pty Limited that offers a comprehensive range of seaweed-based and organic garden care products for home gardeners. The core product line consists of Seasol (the flagship seaweed solution), PowerFeed (liquid plant food and fertilisers), and EarthCare (pest control products). Supporting these are premium potting mixes (Advanced Potting Mix, Indoor Potting Mix), soil improvement products (Biochar with Zeolite, Plant + Soil Booster, Liquid Compost, Super Compost), and specialty fertilisers. The product portfolio is designed to address all aspects of garden health from planting through ongoing care, including soil conditioning, plant feeding, pest management, and environmental stress resistance.

Differentiator

Problem solved

Functional benefit

Brands

• PowerFeed: Plant food and fertiliser product range for home garden use.
• EarthCare
• Sharp Shooter

Products and services

• Seasol Flagship liquid seaweed-based garden treatment for home gardeners that promotes root development and healthy growth, helps plants cope with drought, frost, heat, pests, and diseases, and is applied every one to two weeks.
• PowerFeed Home-garden range of fast-acting liquid plant foods and soil conditioners containing fish, seaweed, nutrients, and liquid compost, with formulations for all-purpose use, tomatoes and vegetables, roses and flowers, fruit and citrus, controlled release, and indoor and potted plants.
• EarthCare Environmentally focused garden-care range for controlling scales, mites, and aphids on fruit trees, roses, and ornamental plants, including White Oil Insect Spray and Enviro Pest Oil Insect Spray.
• Seasol Advanced Potting Mix Premium potting mix for all potted plants, formulated with Seasol Gold to reduce transplant shock, balanced slow-release nutrients that feed for up to six months, and a wetting agent; it is Red Tick certified to Australian premium standards.
• Seasol Indoor Potting Mix Premium potting mix formulated for indoor and house plants, treated with Seasol Gold and containing slow-release fertilizer for up to six months and a wetting agent; it is safe for Peace Lilies, Monstera, Fiddle Leaf Figs, and Devil's Ivy.
• Seasol Biochar with Zeolite Soil improver combining biochar, Seasol seaweed, zeolite, and paramagnetic rock minerals to improve soil structure, water-holding capacity, nutrient retention, and microbial activity; it is an Australian Organic certified input.
• Seasol Plant + Soil Booster Natural pelletized garden-health treatment combining seaweed and compost that stimulates root development, improves soil health, increases worm and microbial activity, and helps plants cope with heat, drought, frost, pests, and disease.
• Seasol Liquid Compost Liquid compost, seaweed, fish, and nutrient formulation that conditions and improves soil without digging, increases moisture retention, and helps maximize nutrient uptake.
• PowerFeed PRO SERIES Plant Food Tomatoes & Vegetables Premium fertilizer and soil improver for tomato and vegetable crops, boosted with fish, seaweed, and additional soil improver to promote strong growth, flowering, and fruiting while improving soil health through active liquid composts.
• PowerFeed Indoor & Potted Plants Ready-to-use liquid fertilizer and soil conditioner for indoor and potted plants that improves potting mix and soil structure, stimulates beneficial microbes, and is safe for all plants, including Australian natives.
• Seasol Plant Health & Soil Improver Granules Granular seaweed-based plant health and soil improver for gardeners seeking an easy application format that is particularly effective in wet weather.

Quantifiable outcome

• Plants treated with Seasol show better recovery from drought stress compared to untreated plants
• +1 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Grow It LocalcoreGTM or Marketing PartnerStrategic partnership with Grow It Local for Community & Gardening Tour, supporting 19 community gardens across WA, SA, NSW and QLD. Seasol provides products and support for community garden initiatives, including seedling planting, worm castings distribution, and garden education activities.
• Kitchen Garden FoundationcoreStrategic or Co-development PartnerCo-creation partnership to develop 'Grow & Gather' digital magazine - a free resource helping children learn gardening, harvesting and cooking. Seasol provides content expertise and sponsorship for the educational initiative.
• Paul West (Host of Grow It Local)minorGTM or Marketing PartnerCollaboration with Paul West, well-known Australian chef and presenter, as the face of Grow It Local's Community & Gardening Tour to promote Seasol products and community gardening.
• DuluxGroup (Australia) Pty LimitedcoreOthersSeasol International is a division of DuluxGroup (Australia) Pty Limited (ACN 000 049 427), operating as part of the larger Australian coatings and specialty chemicals company.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Eco-Organic Garden: Eco-Organic Garden by OCP is an Australian brand focused on organic gardening solutions including fertilisers, pest control, and soil conditioners. It targets the same natural-input-conscious consumer segment as Seasol and PowerFeed.
• Neutrog: Neutrog is an Australian manufacturer of organic and biological fertilisers and soil conditioners sold through garden centres and hardware chains. It directly competes with Seasol's PowerFeed and EarthCare ranges in the premium organic segment.
• Munns: Munns is an Australian lawn care specialist offering lawn seeds, fertilisers, and maintenance products. It overlaps directly with Seasol's lawn care range and targets a similar consumer gardener segment.
• Charlie Carp: Charlie Carp produces organic liquid fertilisers derived from invasive carp fish, marketed as a sustainable alternative to synthetic fertilisers. It competes head-to-head with Seasol in the liquid, organic, and Australian-made garden care segment.
• Brunnings: Brunnings is an Australian-owned supplier of garden care products including mulches, fertilisers, and pest control, distributed through Bunnings and other hardware chains. It competes on price and shelf placement against Seasol's core SKU range.
• Yates: Yates is Australia's largest heritage garden care brand, offering fertilisers, pest control, and lawn care products across the same retail channels as Seasol. Yates is also owned by DuluxGroup, making it a sister brand with directly overlapping product portfolios and customer base.
• Osmocote: Osmocote is a controlled-release fertiliser brand owned by ICL Specialty Fertilizers, widely stocked in Australian retail. It competes with Seasol's PowerFeed and granular products in the consumer fertiliser category.

Broad incumbents

• Scotts Miracle-Gro: Scotts Miracle-Gro is the global market leader in consumer lawn and garden care, with broad product portfolios including fertilisers, soils, and pest control. It competes with Seasol across categories and brings significantly larger R&D and marketing budgets to Australian and international markets.

Regional players

• Dyna-Gro: Dyna-Gro is a US-based liquid nutrient and fertiliser brand serving both hobbyist and commercial growers. It is comparable on liquid fertiliser technology but primarily serves North American markets rather than competing directly in Australia.

Emerging players

• Advanced Nutrients: Advanced Nutrients is a specialty plant nutrient company focused on hydroponic and high-value crop growers. It is comparable on liquid nutrient technology but addresses a more specialised indoor/hydroponic use case rather than traditional home gardening.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/SeasolInternational
• Facebookfacebook.com/SeasolInternational
• Instagraminstagram.com/seasol_international
• Xx.com/seasol_garden
• LinkedInlinkedin.com/company/seasol-international-pty-ltd

Compliance1 record

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 Seasol International