LOG
LOG AS is a 95-year-old Norwegian B2B wholesaler serving professional horticultural growers, garden centers, municipalities, and housing cooperatives with 15,000+ products across seeds, growing media, greenhouse technology, and an own-brand urban outdoor furniture line, distributed via e-commerce, catalogs, and a national field sales force.
- Company typePrivate
- Founded1929
- HeadquartersOslo, Norway
- Headcount11–50
- GTM typeB2B
- OfferingServices
What LOG does
LOG AS is Norway's leading B2B wholesaler of horticultural, garden retail, and outdoor environment supplies, founded in 1929 as Landbrukets Emballageforretning and headquartered in Oslo. The company serves four primary customer segments — professional flower and vegetable growers, garden centers and retailers, park and landscaping professionals, and municipalities/housing cooperatives — through three operating divisions: LOG Gartner (grower supplies), LOG Utemiljø (outdoor and urban infrastructure), and LOG Hagepartner (garden center products). The product range spans approximately 15,000 SKUs covering seeds and propagation materials, growing media, fertilizers, biological and chemical plant protection, greenhouse technology (including Philips LED grow lights and Irritec drip irrigation), pots and packaging, and an own-developed LOG Urban product line of planters, self-watering systems, bicycle racks, grills, and waste containers engineered for Nordic climate conditions.
LOG generates revenue through volume-based wholesale pricing on physical goods, sold primarily via its e-commerce platform (log.no), annual printed catalogs, and a national field sales force that covers all of Norway. The business is supported by an extensive proprietary content library of Norwegian-language growing guides covering 30+ crop types, which functions as a technical advisory asset alongside the commercial offering. LOG is a privately held company owned by Growers Group AS, a holding company formed in June 2021 and controlled by Nordic private equity firm Norvestor, which also bundles Swedish seed company Impecta Frøhandel AB and Norwegian online garden retailer Hageglede AS under a Nordic platform thesis.
Operational scale stands at approximately 50 employees and roughly EUR 40 million (~350 million NOK) in annual turnover, with the company holding Miljøfyrtårn environmental certification (October 2025) and StartBANK Silver supplier registration. The CEO is Christian Sørum. While the addressable Norwegian horticulture market has consolidated sharply over decades, LOG has compensated via adjacent expansion into urban outdoor furniture, public-sector procurement, and housing cooperative partnerships such as the OBOS cooperation agreement.
LOG firmographics
Firmographics- Name
- LOG
- Legal name
- LOG AS
- Website
- https://log.no
- Company type
- Private
- Founded year
- 1929
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LOG AS is a 95-year-old Norwegian B2B wholesaler serving professional horticultural growers, garden centers, municipalities, and housing cooperatives with 15,000+ products across seeds, growing media, greenhouse technology, and an own-brand urban outdoor furniture line, distributed via e-commerce, catalogs, and a national field sales force.
- Ownership category
- akta.pro rank
Where LOG is headquartered
LocationHeadquarters
- HQ city
- Oslo
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
LOG business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: LOG generates revenue primarily through the sale of horticultural and garden supplies to professional growers, garden centers, landscaping companies, and municipalities. Products include seeds, seedlings, growing media, pots, fertilizer, plant protection products, greenhouse equipment, and outdoor environment products. Volume-based pricing with tiered discounts for larger orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Volume-based unit pricing for seeds |
| Unit Pricing | Pay-as-you-go | Volume-based pricing for specialty seeds |
| Unit Pricing | Pay-as-you-go | Discounted products with reduced prices |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
LOG product offering
Product offeringCore offering
LOG AS is a Norwegian B2B wholesaler that supplies more than 15,000 horticultural products — including seeds, seedlings, growing media, pots, fertilizers, biological and chemical plant protection, greenhouse technology, and urban outdoor environment solutions — to professional growers, garden centers, municipalities, landscaping companies, housing cooperatives and property managers. The company operates through three business divisions (LOG Gartner, LOG Utemiljø, LOG Hagepartner), sells its own LOG Urban own-brand line of Nordic-climate urban furniture and infrastructure, and combines direct field sales with an e-commerce platform at log.no to serve customers across Norway.
Product overview
LOG AS is Norway's leading B2B wholesaler for professional horticulture, garden retail, and outdoor environment markets, founded in 1929. The company operates as a single unified wholesale/e-commerce platform at log.no — LOG does not offer separate modular software products; instead, it provides a physical products portfolio organized into business divisions: LOG Gartner (vegetable, fruit & berry, and flower producer supplies), LOG Utemiljø (professional outdoor solutions for municipalities, landscapers, and housing cooperatives), and LOG Hagepartner (garden center and retailer supplies). The product range spans seeds and propagation materials (vegetable, fruit, flower seeds; young plants; plugs; microgreens), growing media and inputs (soil, peat, fertilizers, biological and chemical pest control, cover materials), greenhouse technology (greenhouse structures, grow lights from Philips LED, drip irrigation via Irritec, climate control), pots and containers, packaging, tools and implements, and outdoor environment solutions (planters, urban furniture, self-watering systems, bicycle racks, grills, waste containers) — including LOG Urban, the company's own-developed product line for urban outdoor spaces. LOG also provides growing guides and printed/digital catalogs as customer support services. The company is part of Growers Group AS alongside Impecta Fröhandel (Sweden) and Hageglede AS (Norway), owned by Norvestor private equity.
Differentiator
Problem solved
Functional benefit
Companies that use LOG
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
LOG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
LOG partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Growers GroupcoreLOG is part of the Growers Group consortium, which also includes Swedish company Impecta Fröhandel AB and Norwegian online retailer Hageglede AS. The group was established in 2021 alongside Norvestor's acquisition of LOG.
- Impecta Fröhandel ABminorSwedish family company from Julita that sells seeds and cultivation knowledge for home gardening enthusiasts. Has existed since 1975 with over 2000 different seed varieties adapted for Nordic conditions.
- Hageglede ASminorNorwegian online retailer focused on garden products. With traditions dating back to 1895 under the name 'Brumunddal Frø', Hageglede offers exciting garden products not found elsewhere.
- OBOScoreLOG has a cooperation agreement with OBOS and housing cooperatives affiliated with OBOS. The goal is for OBOS and LOG Utemiljø to create attractive outdoor areas together. OBOS members get access to favorable terms on products and solutions.
- Grønt PunktminorReturn scheme organization for packaging. LOG takes responsibility for their share of environmental responsibility for packaging and contributes to material recycling through their Grønt Punkt membership.
- NorsirkminorNorwegian producer responsibility organization for electrical and electronic equipment (EE products). Through their Elretur scheme, Norsirk ensures collection, treatment, and reuse of EE waste. LOG is a member with access to their return scheme.
- StartBANK / AchillesminorCommon supplier register used by buyers in Norwegian construction, management, insurance, and real estate sectors. LOG is approved as a supplier with Silver certification (ID: 00165070).
Scale indicators5 records
Recent moves9 records
Expansion highlights6 records
LOG competitors and assessment
Company assessmentBroad incumbents
- Volmary GmbH: German horticultural wholesale and plant breeding company supplying young plants, seeds, and propagation materials to professional growers across Europe. Comparable to LOG's young plants, seeds, and growing media offering, though with own breeding programs and broader geographic reach.
- Royal Brinkman: Netherlands-based global horticultural supplier offering greenhouse technology, crop protection, seeds, and growing media to professional growers. Directly comparable to LOG's LOG Gartner and Greenhouse Technology divisions, though operating across multiple international markets.
Direct peers
- Graff Kristensen A/S: Danish horticultural supplier offering seeds, young plants, and growing supplies to Scandinavian professional growers. Comparable peer operating in the same Nordic geography with a similar product range focused on greenhouse and field production.
- Weibull Trädgård AB: Swedish horticultural brand with heritage in seeds, plants, and garden supplies for Nordic markets. Comparable peer in the Scandinavian consumer and professional horticulture supply category with overlapping seed/plant ranges.
- Impecta Fröhandel AB: Swedish seed and cultivation-knowledge retailer founded in 1975, offering 2,000+ seed varieties adapted for Nordic conditions. Sister company under Growers Group alongside LOG; comparable as a Nordic horticulture supplier serving gardening enthusiasts with similar seed/plant expertise.
- Hageglede AS: Norwegian online retailer of garden products with traditions dating back to 1895 (originally Brumunddal Frø). Sister company under Growers Group; comparable B2C channel serving Norwegian gardening consumers with seeds and garden supplies.
- Nelson Garden AB: Swedish seed brand specializing in vegetables, flowers, herbs, and microgreens for Nordic conditions. Comparable to LOG's seed portfolio in terms of crop range and Nordic-climate specialization; serves both consumer and professional segments.
Regional players
- Plantasjen AB: Nordic garden center chain (owned by Ratos) operating physical retail stores across Norway, Sweden, and other Nordic countries. Comparable as a Nordic horticulture/plant retailer, though focused on B2C brick-and-mortar rather than LOG's B2B wholesale model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
LOG social profiles
Digital presenceLOG financial estimates
Financial estimateRevenue estimate
Valuation estimate
LOG leadership team
Management profileNumber of profiles
Profiles5 records
LOG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LOG 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 LOG
What does LOG do?
LOG AS is a Norwegian B2B wholesaler that supplies more than 15,000 horticultural products — including seeds, seedlings, growing media, pots, fertilizers, biological and chemical plant protection, greenhouse technology, and urban outdoor environment solutions — to professional growers, garden centers, municipalities, landscaping companies, housing cooperatives and property managers. The company operates through three business divisions (LOG Gartner, LOG Utemiljø, LOG Hagepartner), sells its own LOG Urban own-brand line of Nordic-climate urban furniture and infrastructure, and combines direct field sales with an e-commerce platform at log.no to serve customers across Norway.
Is LOG a public or private company?
LOG is a private company. It is classified as private equity controlled and is currently operating.
When was LOG founded?
LOG was founded in 1929. It employs 11 to 50 people.
Where is LOG based?
LOG is headquartered in Oslo, Norway, in the Europe region.
How does LOG make money?
One revenue line is on record: product Sales.
Who are LOG's main competitors?
Broad incumbents on record are Volmary GmbH and Royal Brinkman. Direct peers are Graff Kristensen A/S, Weibull Trädgård AB, Impecta Fröhandel AB, Hageglede AS and Nelson Garden AB. Plantasjen AB is listed as a regional player.
Does LOG have an API?
No public API is recorded for LOG.