Yates

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

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

• Garden care products
• Horticultural supplies
• Lawn care solutions
• Plant protection products
• Home gardening

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core 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

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• One Tree Per ChildcoreStrategic or Co-development Partner · 1 January 2023Partnership to plant native trees to support local communities and improve climate resilience
• headspacecoreStrategic or Co-development PartnerDeveloping a wellness program that will have a positive impact on young people's mental health and wellbeing
• Get Skilled AccessminorStrategic or Co-development PartnerPartnered with Dylan Alcott's organization to review recruiting processes for disability accessibility and inclusive recruitment
• Life Education AustraliacoreStrategic or Co-development PartnerPartnership for Garden Grants program providing grants to Schools and Education Centres across Australia
• DuluxGroupcoreOthersYates is a division of DuluxGroup, which was acquired by Nippon Paint Holdings Co. Ltd in 2019
• BayerminorChannel Partner/ Reseller/ DistributorLong-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

Direct 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

• YouTubeyoutube.com/channel/UCw8c_M3rxo4cFvMw_D93j8w
• Facebookfacebook.com/yatesgardening
• Instagraminstagram.com/yatesgardening

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 records

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 Yates