Plantagen Sverige

What Plantagen Sverige does

Plantagen Sverige (legal entity Plantagen AB) is a Swedish omnichannel garden and outdoor-living retailer founded in 1986 and headquartered in Solna, Sweden. Since 2022 it has operated as a portfolio company of the Swedish private equity firm Ratos. The company operates 90 physical stores across Sweden and Norway, supported by an e-commerce platform at plantagen.se with delivery and in-store pickup, and employs approximately 1,500 people across both markets.

The core offering centers on outdoor and indoor plants across categories including seasonal plants, perennials, fruit trees, roses, Mediterranean and climbing plants, and hedge plants. This is complemented by a broad adjacent assortment covering pots and containers (including the proprietary Joel sub-brand of frost-resistant cement planters), garden care and tools, soil and fertilizer, outdoor furniture, and grills (including Weber and FCC BBQ). Distribution is omnichannel: physical retail with in-store expert advice paired with an integrated online catalog, a customer club for email and SMS marketing, and a content library of tips and inspiration articles used for SEO and brand engagement.

The business model is retail hardware sales through both physical stores and e-commerce, with unit pricing in Swedish Krona across a wide range from budget items to premium planters, supplemented by volume promotions and seasonal campaigns. The primary customer segment is private individuals and home gardeners, with a secondary corporate/B2B segment serving landscapers, property managers, and business clients. No revenue, profit, or valuation figures are publicly disclosed in the available data.

Name

Plantagen Sverige

Legal name

Plantagen AB

Website

https://plantagen.se

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Plantagen Sverige is a Swedish omnichannel garden and outdoor-living retailer operating 90 stores across Sweden and Norway with a complementary e-commerce platform, selling plants, garden care products, pots, outdoor furniture, and grills to individual home gardeners and a smaller corporate/B2B segment.

Ownership category

akta.pro rank

Product category

Garden Center Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Lawn and Garden Equipment and Supplies Retailers (4442), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

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

akta.pro primary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

akta.pro secondary industries

Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG), Pruning, Deadheading & Plant Health Maintenance (Non-tree) (HSAIAFAI), Seasonal Color & Flower Rotation (Spring/Fall Plantings) (HSAIAFAE), Native, Pollinator & Drought-Tolerant Garden Installations (HSAIAFAL)

Keywords

• Garden center retail
• Outdoor plants
• Garden supplies
• Outdoor furniture
• Garden equipment

Headquarters

HQ city

Solna

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Revenue from physical retail store sales across 90 stores in Sweden and Norway, selling plants, gardening supplies, outdoor furniture, tools, and related products.
2. E-commerce: Online sales through plantagen.se website, offering delivery and in-store pickup options.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Plantagen Sverige sells plants, pots, garden care tools, outdoor furniture, soil and fertilizer, and grills through a chain of 90 physical garden centers across Sweden and Norway, complemented by an integrated e-commerce store at plantagen.se. The assortment covers outdoor plants (seasonal plants, perennials, fruit trees, roses, berry bushes, ornamental shrubs, conifers, Mediterranean and climbing plants), pots and planters in multiple materials, garden care equipment, outdoor dining and lounge furniture, soil, bark and fertilizer, and branded grills including Weber.

Product overview

Plantagen Sverige operates a unified omnichannel retail platform combining physical stores (90 locations in Sweden and Norway) with e-commerce, offering a comprehensive gardening and plant portfolio. The core offering centers on outdoor and indoor plants (Utomhusväxter) across categories including seasonal plants, perennials, fruit trees, roses, conifers, Mediterranean plants, and climbing plants. Supporting product lines include pots and containers (Krukor) featuring branded series like Joel, garden care equipment (Trädgårdsskötsel), outdoor furniture (Uteplatser), watering equipment, soil and fertilizers, and grills. The Joel series represents a key sub-brand of frost-resistant lightweight cement pots and planters. With approximately 1,500 employees serving customers across both retail and corporate segments, the company positions itself as a full-service gardening destination.

Differentiator

Problem solved

Functional benefit

Products and services

• Utomhusväxter (Outdoor Plants) A comprehensive range of outdoor plants including seasonal plants, perennials, fruit trees, roses, berry bushes, ornamental shrubs, ornamental trees, conifers, Mediterranean plants, climbing plants and hedge plants for various garden environments, sold through 90 stores and plantagen.se.
• Krukor (Pots and Containers) Outdoor and indoor pots and containers in materials including terracotta, plastic, fiber composite, ceramic, metal and wood, featuring drainage holes, self-watering systems and decorative designs for indoor and outdoor use; includes the proprietary Joel frost-resistant cement series with ribbed pattern in gray, beige and brown.
• Trädgårdsskötsel (Garden Care) Garden care equipment including hand tools, rakes, spades, gloves, hedge trimmers, lawn mowers, irrigation systems, watering equipment (including classic galvanized steel watering cans in 5L and 9L), weed and pest control products, compost and rain barrels, trellis and tying materials, covering and protection, and sand, gravel and salt.
• Uteplatser (Outdoor Furniture) Outdoor furniture including dining sets, lounge furniture, sun loungers, benches, parasols, café sets and garden sofas in materials such as wood, metal and wicker, designed for outdoor use in Nordic climates.
• Jord & gödsel (Soil and Fertilizer) Soil products including dressing soil, planting soil, bark mulch, KRAV-certified cow manure compost, decorative bark and bark soil, plus fertilizers for lawns and plants.
• Grillar (Grills) Charcoal and gas grills from brands including FCC BBQ and Weber, ranging from compact portable grills to large multi-burner models for outdoor cooking.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Flyinge PlantshopacquisitionStrategic or Co-development Partner · 1 March 2022Plantagen acquired Flyinge Plantshop, a leading nursery in Sweden, to expand product offering and customer base. The acquisition was effective from March 1, 2022, aimed at strengthening Plantagen's position in both private and corporate segments.

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Dehner: Germany's largest garden center chain with ~130 stores. Directly comparable as a multi-category garden retailer (plants, garden equipment, outdoor living, pets) with similar physical-store-led omnichannel model.
• Blomsterlandet: Swedish garden center chain operating ~60 stores across Sweden. Closest direct domestic competitor with overlapping assortment in plants, garden tools, and outdoor furniture in the same Nordic market.
• Bakker: Dutch-based online plant and garden retailer with pan-European delivery. Directly comparable as a specialist plant retailer, though Plantagen operates a primarily physical-led omnichannel model rather than pure e-commerce.

Regional players

• Plantorama: Denmark's largest garden center chain. Operates in adjacent Nordic geography with comparable plant, garden, and outdoor living assortment — relevant regional benchmark but does not directly compete in Sweden/Norway.

Broad incumbents

• Hornbach: European DIY and garden retail chain with broad assortment including plants, garden tools, and outdoor living. Comparable as a broad incumbent that overlaps with Plantagen in garden categories while offering wider home improvement.
• OBI: European home improvement and garden retail chain. Comparable as a broad incumbent with significant garden assortment and similar omnichannel retail model across multiple countries.
• Bauhaus: European DIY chain with garden centers in multiple countries including the Nordics. Comparable as a broad incumbent with overlapping plant and garden tool categories alongside its core DIY assortment.
• Kingfisher: Owner of B&Q and Castorama, leading European home improvement and garden retailers. Comparable as a broad incumbent with significant garden center operations across multiple European geographies.
• Jula: Swedish DIY and garden retail chain. Comparable as a broad Nordic incumbent offering overlapping garden tools, outdoor furniture, and seasonal categories alongside a broader home assortment.

Others

• Interflora: Nordic flower and plant delivery network. Adjacent player in the plant/floriculture category with overlap in seasonal plant gifting; relevant ecosystem participant rather than direct competitor in garden retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@PlantagenPlay
• Facebookfacebook.com/plantagensverige
• Instagraminstagram.com/plantagensverige/?igsh=ZDNncjI4Z2FrcDlt
• Pinterestse.pinterest.com/plantagen
• LinkedInlinkedin.com/company/plantagen

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Plantagen Sverige