Gadero

What Gadero does

Gadero B.V. is a Dutch specialized e-commerce retailer of garden wood and outdoor construction materials, headquartered in Groningen, Netherlands, operating since 1981 with a workforce of 51-100 employees. The company sells an assortment of over 22,000 articles spanning garden wood (tuinhout), outdoor structures (overkappingen/carports and pergolas, tuinverblijven/garden buildings and sheds), fencing (schutting), decking (vlonder), facade cladding (gevelbekleding), decorative paving (sierbestrating), hardware (ijzerwaren), and garden furniture and accessories. Its primary customer base is individual Dutch DIY homeowners, with a secondary B2B partner program serving professional tradespeople including gardeners, carpenters, and landscape builders, primarily in the Netherlands and Belgium (Vlaanderen).

The platform operates primarily through its own webshop at gadero.nl with two notable technical components: an Overkapping Configurator and a Schutting Configurator, which let customers parameterize custom carports and fences (wood species, dimensions, roof style, concrete elements) before purchase. Gadero supplements the e-commerce channel with a showroom in Groningen and pickup locations in Ede and Echt, fulfilling approximately 90% of the assortment from own stock with current inventory visible per product. Sustainability is institutionalized via FSC, PEFC, and KOMO certifications, and the company supports purchases through an extensive content layer (blog/inspiratie, Gadero TV video library, sample requests, installation guides) and analytics/tracking infrastructure (Google Analytics, Facebook Pixel, LinkedIn Insight).

The revenue model is unit-based transactional commerce across both B2C and B2B segments — pricing is per plank, post, panel, fence section, or complete kit, with promotional codes (e.g., up to 11% with code WIN2026) and automatic bulk discounts for full-package purchases. The B2B partner program offers professional buyers multi-year contracts with financial and practical advantages; no subscription tier is evident. Distribution flows exclusively through owned channels (gadero.nl, showroom, home delivery NL/BE, three pickup points), with no third-party marketplace presence. Revenue figures, ownership structure, and funding history are not publicly disclosed.

Name

Gadero

Legal name

Gadero B.V.

Website

https://gadero.nl

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

Gadero is a Dutch e-commerce retailer headquartered in Groningen selling over 22,000 garden wood, fencing, decking, outdoor structure, paving, and hardware products to DIY consumers and professional tradespeople across the Netherlands and Belgium via its own webshop and showroom.

Ownership category

akta.pro rank

Product category

Garden and Outdoor Building Materials

NAICS

Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

akta.pro secondary industry

Camping Furniture & Camp Kitchen Retail (CRAMAMAC)

Keywords

• Garden wood supply
• Outdoor structures
• Decorative paving
• Fence and decking materials
• Garden hardware

Headquarters

HQ city

Groningen

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Product Sales: Gadero sells garden wood, outdoor structures, paving, and hardware through its own e-commerce platform (gadero.nl). Products range from budget to premium, with one-time purchase items such as fence panels, decking, carports, garden sheds, and hardware. The business operates B2C and B2B segments, with a partner program for professional buyers. Pricing is per unit (e.g., per plank, per post, per panel) or as complete kits.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Gadero is a Dutch specialty retailer supplying garden wood, outdoor structures, fencing, decking, decorative paving, hardware, and garden furniture/accessories through its own e-commerce platform (gadero.nl) with over 22,000 SKUs. Customers can browse products, design custom fences and carports via online configurators, order physical material samples, and receive home delivery across the Netherlands and Belgium, with pickup available at showroom locations.

Product overview

Gadero is a Dutch retail company (Houthandel - wood trading company) offering a comprehensive range of garden and outdoor products with over 22,000 articles. The core offering consists of physical product categories including Vlonder (decking), Overkappingen (carports/pergolas), Tuinverblijven (garden buildings/sheds), Schutting (fencing), Gevelbekleding (facade cladding), Tuinhout (garden wood), Sierbestrating (decorative paving), IJzerwaren (hardware), and Tuin (garden furniture/accessories). The company also provides digital tools including an Overkapping Configurator and Schutting Configurator for customers to design custom products online. Recent additions include Kunststof Tuinhuizen (composite garden houses) launched in 2024 and the PuraFence composite fencing system. Products are available for both consumer DIY projects and B2B professional customers through their partner program.

Differentiator

Problem solved

Functional benefit

Products and services

• Vlonder (Decking) Decking products including hard wood planks, composite planks, and bamboo terrace planks, plus deck foundations, support beams, posts, and accessories for residential and commercial decking projects in the Netherlands and Belgium.
• Overkappingen (Carports/Pergolas) Carports, pergolas, verandas, and covered structures available in wood and aluminum, including custom sizing options for Dutch and Belgian customers building covered outdoor spaces.
• Tuinverblijven (Garden Buildings) Garden buildings including log cabins (blokhut), wooden garages, shepherd's wagons (pipowagen), camping pods, and custom garden structures for residential outdoor use.
• Schutting (Fencing) Fencing solutions including wooden fences, wood-concrete fencing, composite fencing, natural fencing, garden gates, and wire mesh screens for residential garden boundaries.
• Gevelbekleding (Facade Cladding) Facade cladding in thermowood, wood, plastic, and composite materials with various profiles including triple blok, rhombus, and channelsiding for residential and small commercial exteriors.
• Tuinhout (Garden Wood) Garden wood including posts, beams, planks, round timber, revetment boards, and rabat pieces in various wood types including Douglas, hardwood, oak, and treated wood for outdoor construction.
• Sierbestrating (Decorative Paving) Decorative paving including garden tiles (concrete and ceramic), cobblestones, stepping stones, split and gravel, sand, drainage products, and artificial grass for garden landscaping.
• IJzerwaren (Hardware) Hardware and fastening materials including screws, nails, brackets, bolts, hinges, locks, and hand tools for garden construction projects.
• Tuin (Garden Furniture & Accessories) Garden furniture including picnic tables, benches, and lounge sets; outdoor play equipment, shade sails, wellness products (saunas, hot tubs), and garden lighting for residential outdoor spaces.
• Kunststof Tuinhuizen (Composite Garden Houses) Low-maintenance composite garden houses featuring the warm appearance of wood without requiring sanding or staining; new product line introduced in 2024.
• PuraFence Composiet Schutting (Composite Fencing System) Composite fencing system offering the charm of wooden garden fencing without concerns about green deposits or wood rot.
• Houten Plantenbakken (Wooden Planters) Wooden planters and flower boxes in various materials (wood, corten steel, aluminum) and styles including cube, pillar, and rectangular models for residential gardens.
• Inrijpoort (Driveway Gates) Wooden driveway gates in Lariks Douglas and oak, available with galvanized or black hardware, including single and double configurations for residential driveways.
• Tuinhek (Garden Gates) Wooden garden gates and fencing doors in treated wood and hardwood, with various styles including industrial and design options for residential gardens.

Named customers2 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

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Trees for AllcoreStrategic or Co-development PartnerGadero partners with Trees for All, contributing annually to plant 2,500 trees. The foundation works globally to restore forests, create new nature, and prevent deforestation. This partnership reflects Gadero's sustainability commitment and environmental responsibility.
• HörmannminorChannel Partner/ Reseller/ DistributorGadero resells Hörmann metal garden houses. Hörmann is a leading manufacturer of garage doors and metal garden buildings. Gadero promotes Hörmann products with significant discounts (up to 25% off).
• FSC (Forest Stewardship Council)coreOthersGadero holds FSC® certification, demonstrating its wood products are sourced from responsibly managed forests meeting environmental, social, and economic standards. The FSC® council audits and certifies the company's supply chain.
• PEFC (Programme for the Endorsement of Forest Certification)coreOthersGadero holds PEFC certification, an international forest certification scheme ensuring wood originates from sustainably managed forests with consideration for nature, local communities, and worker safety.
• KOMO / SKH (Stichting Keuringsbureau Hout)coreOthersGadero offers products treated to KOMO standards, independently verified by SKH (Stichting Keuringsbureau Hout). KOMO certification confirms wood treatment processes meet rigorous environmental and quality criteria.
• FescaminorOthersFesca is a brand of wooden planters sold through Gadero. At least 6 planter models listed under the Fesca brand in Gadero's assortment.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Gamma: Major Dutch home improvement chain with stores across the Netherlands. Overlaps with Gadero on garden wood, fencing, paving, and outdoor structures but as part of a wider DIY assortment.
• Leen Bakker: Dutch home furnishing and garden retail chain. Comparable to Gadero on the garden furniture and outdoor living segments, though its core focus is indoor furniture and home decoration.
• Karwei: Dutch home improvement chain owned by Intergamma. Carries garden wood, fencing, decking, and outdoor structures, competing with Gadero across the same Dutch consumer segment but at broader scale.
• Hubo: Dutch hardware and home improvement chain with broad garden and outdoor assortment. Overlaps with Gadero on hardware, garden wood, and outdoor structures, but at broader DIY scale with a local franchise model.
• Hornbach: Large Dutch/German home improvement chain carrying garden wood, fencing, decking, and garden buildings. Comparable to Gadero on assortment overlap, but operates as a broad-line DIY retailer with national store coverage and stronger scale.
• Praxis: Dutch home improvement chain with national store footprint. Sells overlapping categories such as garden wood, fencing, paving, and garden buildings alongside a much broader DIY assortment.

Direct peers

• vidaXL: Large European e-commerce retailer of home, garden, and outdoor products. Directly comparable to Gadero on online-first garden and outdoor assortment and B2C delivery model, but operates at much larger international scale.
• Welkoop: Dutch specialty retailer focused on garden, outdoor, and rural lifestyle products. Comparable to Gadero on garden/outdoor category focus and Dutch consumer base, though Welkoop operates a broader physical store network.
• Tuinmaximaal: Dutch e-commerce retailer specializing in garden buildings, overkappingen (carports/pergolas), and outdoor wooden structures. Directly comparable to Gadero on category mix, Netherlands geography, and B2C/B2B channels.

Regional players

• Brico: Belgian home improvement chain serving the Flanders/Wallonia market. Comparable to Gadero on garden wood, outdoor structures, and DIY assortment, but operates primarily in Belgium with brick-and-mortar dominance.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/gadero-tv
• Xx.com/gaderonl

Compliance3 records

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 Gadero