LivingBox

What LivingBox does

LivinGreen (doing business as LivingBox) is an Israel-based, privately held company founded in 2009 that designs, manufactures, and sells hydroponic growing systems and accessories primarily to home gardeners and urban growers. The company was founded by a group of marine biologists and claims to be the first firm in Israel focused on home and educational hydroponics. Its core offering is the GrowKit line — turnkey hydroponic systems in multiple sizes (G8 planter for 8 plants, MINI garden for 12, Vegetable Garden for 24, and Urbanica 17/29 premium square-channel systems for 17 and 29 plants) — built around PP plastic white channels that block sunlight to protect water quality, paired with integrated fertilization kits, EC meters, and pH testing equipment.

The product platform extends beyond the core kits into custom-design systems (₪566–₪4,955), hydroponic equipment and components (channels, pumps, containers, lighting, automatic controllers), maintenance supplies (fertilizers, pH kits, green pest control), aquaponics and fish products, planting supplies, greenhouses, a mushroom growing kit launched in 2025, and online hydroponics and sprouts courses. An online planning tool lets customers configure custom systems, and a higher-end GROW DIRECTOR automatic controller (₪8,915–₪14,615) moves the company upmarket into automation. Underlying technology is conventional soil-free cultivation with water-based nutrient circulation, proprietary square-channel aesthetics, and a web-based configurator — there are no AI/ML, API, or app components disclosed.

LivinGreen operates as a direct-to-consumer e-commerce business selling through livingreen.co.il, with farm self-pickup in Modi'in-Hashmonaim, nationwide courier delivery (free over ₪390), and pickup-point delivery. Revenue is generated via one-time hardware purchases, optional ₪950 installation services, and one-time online course sales (₪179–₪190). Customer acquisition runs through organic social (Facebook, Instagram, YouTube), an email newsletter, a loyalty club with a 5% first-purchase discount, and a system-selection quiz. The company serves four segments — home gardeners (primary), educational institutions, commercial farmers, and offices/commercial spaces — but operates Israel-only with 1–10 employees, no disclosed funding, and founder (Moti Cohen) ownership, indicating a bootstrapped, founder-led small business rather than a venture-backed scale-up.

Name

LivingBox

Legal name

LivinGreen (ליבינגרין)

Website

https://livingreen.co.il

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

LivinGreen (LivingBox) is an Israel-based, bootstrapped company founded in 2009 that designs and sells hydroponic GrowKit systems, accessories, and online courses directly to home gardeners, with additional offerings for schools, commercial farmers, and offices.

Ownership category

akta.pro rank

Product category

Home Hydroponic Gardening Systems

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

Hydroponic & Aeroponic Growing Systems (NFT, DWC, Ebb/Flow, Misting) (AFAAAHAD)

akta.pro secondary industries

Irrigation, Hoses & Watering Systems Retail (CRAIAIAD), Home & Garden Hobbies (Gardening, Floral Design, Home Decor) (EDAAAGAL)

Keywords

• Home hydroponic systems
• Hydroponic growing kits
• Urban gardening equipment
• Soilless cultivation systems
• Aquaponics solutions

Headquarters

HQ city

Hofit

HQ country

Israel

HQ region

Middle East

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. Hydroponic Systems and Hardware Sales: Sale of complete hydroponic growing systems (GrowKit series, Urbanica series, Mini Garden, G8 Planter) and individual components including growing channels, water pumps, water containers, planting cups, and accessories. Products are sold as one-time purchases with optional add-ons.
2. Online Courses and Education: Sale of online hydroponics courses and sprouts courses providing educational content for customers. Courses are sold as one-time purchases (₪179 for hydroponics course, ₪190 for sprouts course).
3. Professional Installation Services: Optional paid installation service by professional installer for system setup (₪950 installation fee in selected areas for private users only).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

LivingBox (LivinGreen) designs, manufactures, and sells soil-free hydroponic growing systems that let consumers grow vegetables, herbs, and fruits at home on balconies, walls, or small urban spaces. Its product range spans complete GrowKit systems (8 to 29 plants), premium Urbanica square-channel systems, custom-designed systems, mushroom grow kits, and online hydroponics and sprouts courses. The company also supplies individual equipment (pumps, channels, controllers, fertilizers, EC/pH meters), aquaponics products, seedlings, and greenhouses to support the full home growing cycle.

Product overview

LivinGreen offers a comprehensive hydroponic gardening platform consisting of complete GrowKit systems and individual equipment/products. The core product line includes: (1) גינת ירק - flagship system for 24 plants with fertilization kit; (2) אדנית G8 - beginner-friendly system for 8 plants; (3) אורבניקה 17/29 - premium square-channel systems for 17-29 plants; (4) MINI גינת ירק - compact system for 12 plants; (5) Custom design systems. Supporting products include hydroponic equipment (channels, pumps, containers, lighting, control systems), maintenance supplies (fertilizers, pH kits, EC meters), aquaponics products, seeds/seedlings, greenhouses, mushroom growing kits, and online courses. An online planning tool enables users to design custom systems. The company also offers commercial hydroponics services and educational institution solutions.

Differentiator

Problem solved

Functional benefit

Brands

• GrowKit: The GrowKit brand encompasses complete hydroponic growing system kits sold by LIVINGREEN, including all-in-one packages with nutrients, meters, and accessories for home vegetable growing.

Products and services

• GrowKit Vegetable Garden (24 Plants) Flagship complete hydroponic growing system (GrowKit brand) for cultivating 24 plants of vegetables, herbs, and fruits. Includes fertilization and maintenance kit, EC meter, pH testing kit, liquid fertilizer, and pH Down. Designed for home use with a 24-month warranty.
• G8 Planter (8 Plants) Beginner-friendly hydroponic planter for 8 plants, designed for users with no prior plant-cultivation experience. Includes growing container, planting cups, air pump, fertilizer, measuring cup, and instruction booklet.
• Urbanica 17 (17 Plants, Square Channels) Premium hydroponic system with proprietary square aesthetic channels (13x13 cm) for 17 plants. Includes fertilization and maintenance kit, planting cups, hydroton substrate, and water pump. Designed to combine functionality with interior-aesthetic appeal. 24-month warranty.
• Urbanica 29 (29 Plants, Square Channels) Large, premium hydroponic system with elegant square channels for cultivating up to 29 plants of vegetables, herbs, and fruits. Includes 60L white container with autofill float, 29 planting cups, and water pump. Targeted at experienced growers. 24-month warranty.
• MINI Vegetable Garden (12 Plants) Compact hydroponic system for 12 plants sized for small urban spaces (1m x 1.5m). Includes 30W water pump and 12 reusable planting cups. Designed for wall installation under a window or small balcony.
• Custom Design Hydroponic System Bespoke hydroponic system planned and manufactured to customer specifications, supporting a wide variety of vegetables and herbs tailored to unique needs and space. Pricing ranges from ₪566 to ₪4,955 depending on configuration.
• Mushroom Growing Kit Mushroom growing kit, the newest addition to LivinGreen's product portfolio, allowing customers to grow mushrooms at home alongside the company's hydroponic vegetable systems.
• GROW DIRECTOR Automatic Control System Automatic hydroponic control system available in Basic (₪8,915) and Advanced (₪14,615) versions, designed to automate monitoring and management of hydroponic growing environments.
• Treatment and Fertilization Kit All-in-one fertilization and maintenance kit bundling EC meter, pH kit, liquid fertilizer, and pH adjusting solutions for use with any LivinGreen hydroponic system.
• Aluminum Stand for Vegetable Garden System Aluminum stand accessory for the Vegetable Garden hydroponic system, enabling freestanding placement without requiring wall mounting.
• Online Hydroponics Course Online educational course teaching users how to grow vegetables using hydroponic systems. Priced at ₪179 with occasional promotional bundle pricing at ₪99.
• Online Sprouts Course Online educational course teaching customers how to grow sprouts at home. Priced at ₪190.
• Professional Hydroponic Installation Service Optional paid installation service by a professional installer for setting up LivinGreen hydroponic systems, charged at ₪950 in selected areas and available to private users only.

Quantifiable outcome

• Plants grow 2x faster than in traditional soil gardening
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Click & Grow: Click & Grow designs and sells smart indoor gardening systems that grow herbs and vegetables using soil-free, pre-seeded plant pods. Directly comparable to LivinGreen in product category (home hydroponic/smart garden systems), target customer (urban home gardeners), and direct-to-consumer e-commerce model.
• AeroGarden: AeroGarden is one of the most established home hydroponic system brands, offering countertop and larger indoor gardens with seed pod kits. Comparable to LivinGreen in core product (home hydroponic growing systems) and consumer segment, though AeroGarden operates at significantly larger scale globally and is owned by The Scotts Company.
• Gardyn: Gardyn offers AI-driven, vertical indoor hydroponic towers for home food production with subscription-based seed pods. Comparable to LivinGreen in core category (home hydroponic systems), urban gardening use case, and recurring-consumable business model.
• iDOO Hydroponics: iDOO sells affordable countertop hydroponic growing kits and accessories targeted at beginner home gardeners. Comparable to LivinGreen's beginner-friendly G8 entry-tier product in target segment, price-sensitive positioning, and e-commerce-first distribution.
• Tower Garden (Juice Plus+): Tower Garden manufactures vertical hydroponic growing towers for residential and educational use, distributed via a network marketing model. Comparable to LivinGreen in vertical hydroponic technology and the educational institution customer segment.
• Rise Gardens: Rise Gardens sells modular, app-connected indoor hydroponic systems for home use, targeting families wanting to grow vegetables year-round. Directly comparable to LivinGreen's flagship GrowKit line in product functionality, customer profile, and DTC e-commerce distribution.
• Lettuce Grow: Lettuce Grow produces the Farmstand, a self-watering, soil-free vertical growing system for home use with seedling subscription. Comparable to LivinGreen in home hydroponic system category, urban farmer target customer, and DTC hardware + consumables model.

Broad incumbents

• General Hydroponics: General Hydroponics is a long-established manufacturer of hydroponic nutrients, systems, and accessories serving hobbyists and commercial growers. Comparable to LivinGreen in hydroponic equipment and consumables categories, with significant overlap in fertilizers, pH/measurement, and channel-based growing systems.
• The Scotts Company (Miracle-Gro): Scotts Miracle-Gro is the parent of AeroGarden and a broad incumbent in lawn and garden retail, including hydroponics through Hawthorne Gardening. Comparable to LivinGreen as a much larger incumbent operating in the same home gardening and hydroponic equipment categories.

Emerging players

• Back to the Roots: Back to the Roots offers organic grow kits including mushroom kits, herb kits, and gardening products for home and educational use. Comparable to LivinGreen in the mushroom growing kit category recently added, as well as in the educational customer segment overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCZ9K-1O6SwlSuyTJNwOH0-w
• Facebookbit.ly/3RqYCWZ
• Instagrambit.ly/4auYbUq

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 LivingBox