Yates
- Company typePrivate
- Founded1883
- HeadquartersSydney, Australia
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Yates firmographics
Firmographics- Name
- Yates
- Legal name
- Yates, a division of DuluxGroup (Australia) Pty Ltd
- Website
- https://yates.com.au
- Company type
- Private
- Founded year
- 1883
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Yates industry classification
Industry- Product category
- Garden Care Products
- NAICS
- Pesticide and Other Agricultural Chemical Manufacturing (32532), 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)
- akta.pro secondary industries
- Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB), Pest Control & Animal Deterrents Retail (Garden/Outdoor Use) (CRAIAIAL), Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH), Natural/Green Pest Control Products (CRAJAHAK)
Keywords
Where Yates is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
Yates business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Product Sales: Yates generates revenue through the sale of garden care products including fertilizers, seeds, pest control solutions, potting mixes, lawn care products, and accessories. Products are sold through both e-commerce and retail channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard shipping for orders under $50 |
| Unit Pricing | Pay-as-you-go | Free shipping for orders $50 and over |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Yates product offering
Product offeringCore offering
Yates manufactures and distributes a comprehensive range of horticultural and garden care products including fertilizers, plant protection (pesticides and fungicides), packet seeds, lawn seeds, potting mixes, weed control products, and pest control solutions. The company sells these products to home gardeners across Australia and New Zealand through its own e-commerce platform (yates.com.au) and a network of retail stockists including garden centers and hardware stores.
Product overview
Yates is a garden products company offering a comprehensive portfolio of physical products for home gardeners. The core offering includes packet seeds (the company's original product since 1883), fertilisers under the Yates Thrive and Dynamic Lifter brands, plant protection products, and lawn care solutions. The company has grown through acquisitions including Munns (lawn care), Hortico, and Seasol. Product lines include specialised weed control (Weed 'n' Feed, Zero), water conservation (Waterwise), and pest control (Home Pest, Ratsak). Yates also distributes the Click & Grow smart garden system and offers the long-running Yates Garden Guide publication. The company operates as a division of DuluxGroup (owned by Nippon Paint) and serves the Australian and New Zealand markets.
Differentiator
Problem solved
Functional benefit
Brands
- Yates Dynamic Lifter: Organic plant food and fertiliser brand
- Yates Thrive
- Yates Natures Way
- Yates Weed 'n' Feed
- Yates Buffalo Pro
- Yates Zero
- Yates Waterwise
- Munns
- Hortico
- Ratsak
- Yates Home Pest
- Click & Grow
Products and services
- Yates Thrive Liquid fertiliser brand offering a range of plant foods for different garden needs including vegetables, herbs, flowers, and citrus, sold to home gardeners.
- Yates Dynamic Lifter Organic plant food and soil improver brand made from composted poultry manure, used for feeding plants and lawns by home gardeners.
- Yates Natures Way Natural and organic garden product range for sustainable gardening, targeted at home gardeners seeking chemical-free options.
- Yates Weed 'n' Feed
- Yates Buffalo Pro
- Yates Zero
Companies that use Yates
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Yates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Yates partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- One Tree Per ChildcorePartnership to plant native trees to support local communities and improve climate resilience
- headspacecoreDeveloping a wellness program that will have a positive impact on young people's mental health and wellbeing
- Get Skilled AccessminorPartnered with Dylan Alcott's organization to review recruiting processes for disability accessibility and inclusive recruitment
- Life Education AustraliacorePartnership for Garden Grants program providing grants to Schools and Education Centres across Australia
- DuluxGroupcoreYates is a division of DuluxGroup, which was acquired by Nippon Paint Holdings Co. Ltd in 2019
- BayerminorLong-established relationship where Yates markets many of Bayer's home garden products in Australia and New Zealand, bringing international chemical developments to home gardeners
Scale indicators3 records
Recent moves9 records
Expansion highlights5 records
Yates competitors and assessment
Company assessmentDirect peers
- Scotts Miracle-Gro: Global consumer lawn and garden products maker (fertilisers, weed and pest control, soils, seeds) selling through retail; the closest analogue to Yates' branded garden-care portfolio.
- Evergreen Garden Care: Consumer garden-care brand company (Miracle-Gro, Weedol, Roundup licences in EMEA/ANZ) offering fertilisers, weed and lawn care products very similar to Yates' range and channels.
Broad incumbents
- Central Garden & Pet: Large diversified branded consumer garden and pet products company whose garden division overlaps with Yates' fertiliser, controls and grass-seed categories.
- ICL Group (Everris/Osmocote): Global specialty fertiliser and plant-nutrition maker (Osmocote) supplying consumer and professional garden channels, overlapping with Yates' fertiliser lines.
Regional players
- Amgrow: Australian supplier of garden fertilisers, weed and pest control and lawn products serving the same retail garden channels as Yates.
- Brunnings: Australian brand of garden fertilisers, potting mixes, weed control and accessories sold through the same hardware and garden retailers as Yates.
- Richgro: Australian family-owned manufacturer of fertilisers, potting mixes and garden products competing directly with Yates on ANZ retail shelves.
- Neutrog: Australian organic and biological fertiliser producer overlapping with Yates' organic lines such as Dynamic Lifter and Seasol.
- Baileys Fertilisers: Western Australian fertiliser and soil-improver manufacturer serving home and professional garden markets that overlap Yates' plant-nutrition range.
- Searles Gardening: Australian manufacturer of potting mixes, fertilisers and plant-care products competing with Yates across garden-care categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Yates social profiles
Digital presenceYates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yates leadership team
Management profileNumber of profiles
Yates subsidiaries and ownership
Company hierarchySubsidiaries7 records
Yates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yates 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 Yates
What does Yates do?
Yates manufactures and distributes a comprehensive range of horticultural and garden care products including fertilizers, plant protection (pesticides and fungicides), packet seeds, lawn seeds, potting mixes, weed control products, and pest control solutions. The company sells these products to home gardeners across Australia and New Zealand through its own e-commerce platform (yates.com.au) and a network of retail stockists including garden centers and hardware stores.
Is Yates a public or private company?
Yates is a private company. It is classified as corporate owned and is currently operating.
When was Yates founded?
Yates was founded in 1883. It employs 101 to 250 people.
Where is Yates based?
Yates is headquartered in Sydney, Australia, in the Oceania region.
How does Yates make money?
One revenue line is on record: product Sales.
Who are Yates's main competitors?
Direct peers on record are Scotts Miracle-Gro and Evergreen Garden Care. Broad incumbents are Central Garden & Pet and ICL Group (Everris/Osmocote). Regional players are Amgrow, Brunnings, Richgro, Neutrog, Baileys Fertilisers and Searles Gardening.
Does Yates have an API?
No public API is recorded for Yates.
What industry is Yates in?
Yates's product category is Garden Care Products. Its primary akta.pro industry code is CRAIAIAC, Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail, with a secondary code of CRAIAIAB, Plants, Seeds & Nursery Retail (Garden Centers). Its NAICS code is 32532 and its SIC code is 5200.