Hozelock

What Hozelock does

Hozelock Ltd is a UK-based manufacturer of consumer gardening equipment, founded in 1959 and headquartered in Birmingham. The company operates as a subsidiary of Excel Industries, a diversified conglomerate, and sells a broad portfolio spanning seven core categories: watering (hoses, reels, sprinklers, spray guns, automatic watering systems, pumps), natural gardening (composters, plant care, pure sprayers), weed control (thermal and gas-powered weeders), spraying (trigger, pressure, knapsack, and specialist sprayers), aquatics (raised ponds, pumps, filters, UVC clarifiers, solar range), leisure (outdoor showers), and a dedicated spare parts program. Its technology portfolio includes the ABCD modular micro-irrigation system, the EasyMix 2-in-1 rotating composter (producing compost in 6-8 weeks with a Click & Spray compost tea tank), Aquasolo Universal ceramic watering cones (7-70 day hydration from standard bottles), and battery/solar-powered automatic watering controllers. Underlying technology is largely mechanical and electromechanical (hoses, reels, pumps, sprayers) with light-sensor and timer-based automation on the controller side.

Hozelock generates revenue through hardware sales to home gardeners (both casual and enthusiast personas) via a multi-channel go-to-market: direct-to-consumer e-commerce on country-specific websites across 10 markets (UK, Spain, Germany, Poland, Italy, Netherlands, Denmark, Sweden, Australia, France), a dedicated spare parts storefront (spares.hozelock.com), and physical retail partnerships surfaced through a 'Find a Store' feature. The company complements transactional channels with content marketing (a blog and Wellbeing Hub), social media engagement, a brand ambassador program featuring gardening influencers, event presence at RHS flower shows and BBC Gardeners' World Live, and a partnership with the therapeutic gardening charity Thrive. Pricing is not publicly disclosed, but the unit economics are consistent with mid-priced consumer gardening hardware sold at volume. Hozelock's strategic posture is built on 65+ years of brand heritage, broad product breadth, water-efficiency and sustainability positioning, and pan-European distribution rather than on technology differentiation.

Name

Hozelock

Legal name

Hozelock Ltd

Website

https://hozelock.com

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

251–500 employees

Short description

Hozelock Ltd is a UK-based, 65+ year-old manufacturer of consumer gardening equipment serving home gardeners across 10 countries. It sells watering, spraying, natural gardening, weed control, aquatics, and leisure products through its own e-commerce sites, a dedicated spare parts storefront, and physical retail partners.

Ownership category

akta.pro rank

Product category

Garden Watering Equipment and Irrigation

NAICS

Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Lawn and Garden Equipment and Supplies Retailers (4442), Outdoor Power Equipment Retailers (444230), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Irrigation, Hoses & Watering Systems Retail (CRAIAIAD)

akta.pro secondary industries

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA), Filter, Pump & Heater Maintenance/Repair (HSAIALAC), Pitcher & Dispenser Water Filters (CRAJAJAB), Horticulture, Nursery & Greenhouse Operations (EDAOAOAB)

Keywords

• Garden watering equipment
• Irrigation systems
• Pond management products
• Garden hose accessories
• Watering controllers

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Gardening Hardware Products: Sale of physical gardening products including watering systems, hoses, sprinklers, spray guns, pond equipment, composters, weed control tools, and sprayers. Products are sold through e-commerce and retail channels.
2. Spare Parts: Dedicated spare parts business (spares.hozelock.com) providing replacement components for Hozelock products to extend product lifespan and customer loyalty

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Hozelock manufactures and sells physical garden equipment including watering systems (hoses, reels, spray guns, sprinklers, automatic watering controllers), micro-irrigation kits, pond equipment (pumps, filters, UVC clarifiers), composters, thermal weeders, pressure sprayers, and outdoor showers. Products are sold through the company's own e-commerce websites and physical retail stores across 10 countries, targeting home gardeners and gardening enthusiasts. The company also operates a dedicated spare parts business to support product longevity.

Product overview

Hozelock is a UK-based manufacturer of garden equipment offering a comprehensive portfolio of watering, spraying, natural gardening, weed control, aquatics, and leisure products. The product range includes garden hoses (including the Wonderhoze expandable hose and traditional hose variants), hose storage solutions (Compact Reel celebrating 20 years, Auto Reel, Auto Reel Mobile), garden sprinklers, spray guns, automatic watering systems (Select Controller, Select Plus Controller, Sensor Controller Plus, 25 Pot Watering Kit, Easy Drip Micro Kit), garden pumps, and pond/aquatics equipment (BioforceRevolution filters, pumps, UVC clarifiers, solar range). The Natural Gardening line includes the EasyMix 2-in-1 Composter (rolling drum composter producing compost in 6-8 weeks with compost tea collection) and Bokashi Kitchen Composter. Watering innovations include the Aquasolo Universal watering cones, Soaker Hose, and SolarSelect solar-powered irrigation kit. The portfolio spans from core watering essentials to specialized equipment like thermal weeders, pressure sprayers, outdoor showers, and aquariums, supported by a comprehensive spare parts program.

Differentiator

Problem solved

Functional benefit

Products and services

• Watering Products Complete range of garden watering solutions including garden hoses, hose storage (reels), fittings and connectors, spray guns, garden sprinklers, automatic watering systems, indoor watering, and garden pumps for home gardeners.
• Natural Gardening Products Eco-friendly gardening products including composters, plant care solutions, pure sprayers, and garden tools for organic and natural gardening practices.
• Weed Control Products Thermal and gas-powered weed control solutions including the GreenPower thermal weeder for chemical-free weed elimination.
• Spraying Products Comprehensive range of sprayers including trigger sprayers, pressure sprayers, knapsack sprayers, Viton sprayers, specialist sprayers, pure sprayers, and accessories for garden treatment applications.
• Leisure Products Outdoor leisure equipment including outdoor showers for garden and patio use.
• Aquatics Products Complete pond solutions including raised ponds, all-in-one pond systems, pond pumps, filters, UVC clarifiers, solar range products, liners, hose, fittings, and pond care products.
• Spare Parts Service Replacement parts and components for all Hozelock product ranges including watering spares, spraying spares, cleaning spares, and aquatics spares sold through a dedicated spare parts website.
• Auto Reel Mobile Hybrid hose system with automatic rewind and optimum portability for convenient garden hose storage and use.
• EasyMix 2-in-1 Composter Rolling composter with removable drum that produces nutrient-rich compost in 6-8 weeks and collects liquid fertilizer (compost tea) via the Click & Spray tank system. Made from 90% recycled plastic.
• Bokashi Kitchen Composter Indoor composting system for kitchen waste using the Bokashi fermentation process.
• Soaker Hose 15m porous hose that delivers slow, even seep of water directly to plant roots, ideal for vegetable patches and densely planted areas to conserve moisture.
• Select Plus Controller Battery-powered automatic water timer offering up to 3 watering schedules per day for automated garden irrigation.
• Select Controller Electronic water controller with 16 pre-set programs supplying water from once a week up to four times a day for automated garden watering.
• 25 Pot Watering Kit Complete automatic watering kit with Select Controller included, designed to water up to 25 pots using a network of tubes, connectors, and drippers.
• Easy Drip Micro Kit Modular micro-irrigation kit for watering up to 15 pots or containers, suitable for beginners and experienced gardeners.
• Aquasolo Universal Watering Cones Microporous ceramic watering cones that gradually diffuse water from plastic bottles to keep plants hydrated for 7 to 70 days. Features improved stability and universal bottle compatibility (0.5L to 5L).
• Rainwater Butt Pump (Flowmax Collect 2200) High-pressure pump that connects Hozelock watering systems directly to water butts for sustainable rainwater irrigation.
• SolarSelect Irrigation Kit Solar-powered automatic irrigation system for sustainable garden watering.
• Sensor Controller Plus Smart controller that automatically waters gardens at sunrise and sunset when light levels are optimal for plant absorption.

Quantifiable outcome

• Compost in 6-8 weeks, 3x faster than traditional composting
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered minor.

• ThriveminorStrategic or Co-development PartnerHozelock partners with Thrive, a charity organization that uses therapeutic gardening to support mental and physical health. The partnership includes the 'Cultivating Wellbeing' app and collaborative content in the Wellbeing Hub.
• Amy (@chicksandveg)minorGTM or Marketing PartnerBrand ambassador for 2022, featuring Hozelock EasyMix composter in social content and blog posts. Amy shares gardening experiences and product reviews with her Instagram followers.
• @beardygardenerminorGTM or Marketing PartnerBrand ambassador featuring Hozelock EasyMix 2-in-1 Composter in guest blog posts and social media content about composting and family gardening.
• @insammysgarden_minorGTM or Marketing PartnerBrand ambassador who created showcase garden for BBC Gardeners' World Live, winning gold medal and runner-up People's Choice. Shares gardening tips and Hozelock product features on Instagram.
• @bethsgardendiaryminorGTM or Marketing PartnerBrand ambassador contributing blog content about garden preparation for holidays and featuring Hozelock automatic watering products.
• RHS (Royal Horticultural Society)minorGTM or Marketing PartnerHozelock participates in and promotes RHS events including RHS Badminton Flower Show, RHS Sandringham Flower Show, RHS Orchid Show, and RHS Garden events.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Gardena: Gardena is Europe's leading brand in garden watering and care, owned by Husqvarna Group. It directly competes with Hozelock across hoses, sprinklers, automatic watering, and pumps, serving the same European DIY gardener customer base with similar smart irrigation innovations.
• Claber: Claber is an Italian manufacturer specializing in garden irrigation, micro-irrigation, and hose accessories. It is the closest direct competitor to Hozelock in European automatic watering kits and watering timers, with overlapping product categories and retail channels.

Broad incumbents

• Rain Bird: Rain Bird is a global leader in irrigation and smart watering technology, primarily serving professional and residential markets. It competes with Hozelock in automatic irrigation controllers and micro-irrigation, but with a heavier focus on North American markets and tech-enabled systems.
• Kärcher: Kärcher is a global leader in cleaning and garden technology with garden pumps, sprayers, and watering products. It overlaps with Hozelock's pump and spraying categories and competes in the same European retail channels, though it is a broader cleaning-focused brand.
• Fiskars: Fiskars is a global consumer products group with a broad garden tools and watering portfolio (including former Gilmour brand). It competes with Hozelock across hoses, nozzles, and watering accessories but operates as a much larger diversified brand with gardening as one of many categories.

Emerging players

• Melnor: Melnor is a US-based manufacturer of lawn and garden watering products including hoses, nozzles, sprinklers, and timers. It competes with Hozelock in adjacent geographic markets and similar product categories, particularly in automatic watering timers and hose storage solutions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hozelock
• YouTubeyoutube.com/user/Hozelockcom
• Facebookfacebook.com/112108345505242
• LinkedInlinkedin.com/company/hozelock
• Instagraminstagram.com/hozelock/?hl=en

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 Hozelock