Grass Direct
Grass Direct (Connection Flooring Ltd.) is a UK-based specialist retailer of artificial grass operating since 2012 through e-commerce, nationwide showrooms, and an own-fleet delivery network serving homeowners, small commercial buyers, and trade installers across 90% of the UK.
- Company typePrivate
- Founded2012
- HeadquartersBishop Auckland, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Grass Direct does
Grass Direct, trading as Connection Flooring Ltd., is a UK-based specialist retailer of artificial grass founded in 2012 and headquartered in Bishop Auckland, County Durham. The company positions itself as the UK's largest artificial grass supplier, operating a direct-to-consumer model that combines an e-commerce storefront at grass-direct.co.uk with a nationwide network of physical showrooms and an in-house delivery fleet covering 90% of the UK mainland. Its product portfolio spans three core price tiers — Premier (£7.99–£12/m²), Elite (£13.99–£19.99/m²), and Luxury (£20–£25/m²) — alongside a 5m-wide format range, outdoor tiles, artificial green walls, and installation accessories, with thickness options ranging from 6mm to 50mm.
Underlying products are manufactured from polyethylene, polypropylene, and polyester yarns with technical features including C-shaped yarn for resilience, UV stabilization (minimum 5-year fade guarantee), in-built drainage holes, and precision cutting in-house. Grass Direct holds over 10,000m² of inventory at its Bishop Auckland warehouse and uses state-of-the-art cutting machines for custom sizing.
The revenue model combines one-time per-square-metre product sales to homeowners and small commercial buyers with a professional fitting service, a points-based Trade Programme for professional installers, and commission-bearing credit broking under FCA regulation (FRN: 801786). Financing partners include V12 Retail Finance, Snap Finance, and Klarna. Distribution combines e-commerce, telephone sales, showrooms, a non-revenue 'Find a Fitter' referral network, and proprietary last-mile delivery. The company is privately held, with no disclosed institutional investors, funding rounds, or M&A activity in the available record.
Grass Direct firmographics
Firmographics- Name
- Grass Direct
- Legal name
- Connection Flooring Ltd.
- Website
- https://grass-direct.co.uk
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Grass Direct (Connection Flooring Ltd.) is a UK-based specialist retailer of artificial grass operating since 2012 through e-commerce, nationwide showrooms, and an own-fleet delivery network serving homeowners, small commercial buyers, and trade installers across 90% of the UK.
- Ownership category
- akta.pro rank
Grass Direct industry classification
Industry- Product category
- Artificial Grass Retail
- NAICS
- Lawn and Garden Equipment and Supplies Retailers (4442)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)
- akta.pro secondary industry
- Artificial Turf & Synthetic Grass Manufacturing (IMAOAJAI)
Keywords
Where Grass Direct is headquartered
LocationHeadquarters
- HQ city
- Bishop Auckland
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Grass Direct business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales: Direct sales of artificial grass and accessories to consumers and trade customers. Products are sold per square metre with pricing tiers from budget (£7.99/m²) to luxury (£25/m²). Revenue is generated through upfront payment for products with optional financing through third-party providers.
- Professional Fitting Services: Measuring and fitting services provided to customers who prefer professional installation over DIY. Contact local stores to arrange fitting.
- Trade Programme: Trade programme enabling traders to build points and earn extra discounts through volume purchases
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget/Essential Range - entry level artificial grass |
| Unit Pricing | Pay-as-you-go | Premier Grass - mid-range quality artificial grass |
| Unit Pricing | Pay-as-you-go | Elite Grass - premium artificial grass |
| Unit Pricing | Pay-as-you-go | Luxury Grass - highest quality artificial grass |
| Unit Pricing | Pay-as-you-go | 5m Wide Range - wide format artificial grass |
| Unit Pricing | Pay-as-you-go | Standard Delivery |
| Subscription | Monthly | Interest-Free Finance |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Grass Direct product offering
Product offeringCore offering
Grass Direct is a UK retailer that sells artificial grass (synthetic turf) products directly to consumers and trade customers via its e-commerce site, telephone sales, and nationwide showrooms. The product range spans Premier (£7.99–£12/m²), Elite (£13.99–£19.99/m²), and Luxury (£20–£25/m²) tiers, plus 5m wide-format rolls, outdoor tiles, artificial green walls, and installation accessories (cleaner, weed suppressant membrane, joining tape, fixing nails). The company also offers a professional measuring and fitting service, free samples, interest-free finance, and a trade programme, with delivery via its own fleet covering 90% of the UK.
Product overview
Grass Direct is a UK-based artificial grass retailer offering an extensive range of artificial grass products across three tiers (Premier £7.99-£12/m², Elite £13.99-£19.99/m², and Luxury £20-£25/m²), along with complementary outdoor products including outdoor tiles and artificial green walls. Their core artificial grass portfolio includes named products like Porto, Miami, Barcelona, and a 5m wide format range, with thickness ranging from 6mm to 50mm and various technical specifications including softness ratings, wear ratings, and drainage properties. The company complements its product sales with accessories (cleaners, weed membranes, fixing tapes, nails), professional fitting services, and finance options. Grass Direct operates through e-commerce and physical stores, positioning itself as a direct-to-consumer retailer with direct factory links to manufacturers.
Differentiator
Problem solved
Functional benefit
Products and services
- Porto Artificial Grass 30mm-thickness artificial grass with C-shaped yarn for resilience, 4.7 softness rating, 4.6 wear rating, made from polypropylene with in-built drainage holes and UV protection. Priced at £15.99 per m². Targeted at UK residential customers seeking a durable mid-range lawn.
- Miami Artificial Grass Bestselling 35mm-thickness artificial grass with smooth yarn for luxurious softness, 4.8 softness rating, 4.6 wear rating, made from polypropylene with quick-draining properties and UV protection. Priced at £17.49 per m². Targeted at homeowners wanting a soft, premium feel.
- Barcelona Artificial Grass Bestselling 33mm-thickness artificial grass with a 4.8 wear rating, part of the Premier Grass range. Priced at £16.99 per m². Targeted at homeowners seeking a wear-resistant mid-range lawn.
- Premier Grass Range Entry-to-mid tier artificial grass range priced from £7.99 to £12 per m², including products such as Barcelona and Canterbury. Targeted at budget-conscious UK homeowners.
- Elite Grass Range
Quantifiable outcome
- Up to 50% savings compared to competitors through direct factory purchasing
- +2 more outcomes
Companies that use Grass Direct
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Grass Direct technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Grass Direct partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- WorldPaycoreUK's largest merchant service provider used to securely process payment card information. Customers' payment details are securely processed by WorldPay rather than stored by Grass Direct.
- Facebook and Twitter AdvertisingminorAdvertising services used for internet-based advertising campaigns. Tracking codes installed on website to manage campaign effectiveness. Data is not stored within tracking.
- Composite PrimeminorComposite decking manufacturer whose products are promoted and sold through Grass Direct's blog and platform as part of garden design offerings.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Grass Direct competitors and assessment
Company assessmentBroad incumbents
- Wickes: UK home improvement retailer with garden and landscaping products including artificial grass. Comparable retail and trade customer base, though artificial grass is one of many categories.
- B&Q: UK's largest home improvement and garden retailer offering artificial grass alongside broader DIY range. Provides scale competition in retail channels even though artificial grass is not a core category focus.
- TigerTurf UK: Larger established turf company with broader sports and landscaping turf portfolio. Overlaps with Grass Direct on landscaping-grade artificial grass but extends into sports surfaces, schools, and commercial installations.
Direct peers
- Easigrass: UK-based artificial grass specialist offering residential and commercial installation services directly to consumers. Closest direct competitor to Grass Direct with overlapping product portfolio, DIY-friendly positioning, and UK-wide coverage.
- LazyLawn: UK artificial grass supplier and installer serving residential and commercial markets. Comparable product range, fitting-service model, and trade offerings create direct overlap with Grass Direct.
- Namgrass: UK artificial grass supplier selling to both homeowners and trade customers with tiered product ranges. Directly comparable to Grass Direct's product tiering, pricing structure, and dual B2C/B2B go-to-market.
- The Artificial Lawn Company: UK artificial grass retailer focused on premium residential installations with own fitting service. Comparable product positioning and showroom-led sales model.
- Artificial Grass Direct: UK-focused online artificial grass retailer operating a similar direct-to-consumer e-commerce model. Competes head-on with Grass Direct across residential installations and sample-driven purchase journeys.
- Perfectly Green: UK artificial grass specialist supplying residential customers and trade installers. Comparable mid-market pricing tier, delivery model, and trade programme structure.
Others
- Composite Prime: UK composite decking manufacturer already partnered with Grass Direct for cross-promotion. Adjacent outdoor-living category with shared DIY/trade customer base and ecosystem relevance.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Grass Direct compliance and trust
Trust signalCompliance3 records
Grass Direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grass Direct leadership team
Management profileNumber of profiles
Profiles1 record
Grass Direct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grass Direct 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 Grass Direct
What does Grass Direct do?
Grass Direct is a UK retailer that sells artificial grass (synthetic turf) products directly to consumers and trade customers via its e-commerce site, telephone sales, and nationwide showrooms. The product range spans Premier (£7.99–£12/m²), Elite (£13.99–£19.99/m²), and Luxury (£20–£25/m²) tiers, plus 5m wide-format rolls, outdoor tiles, artificial green walls, and installation accessories (cleaner, weed suppressant membrane, joining tape, fixing nails). The company also offers a professional measuring and fitting service, free samples, interest-free finance, and a trade programme, with delivery via its own fleet covering 90% of the UK.
Is Grass Direct a public or private company?
Grass Direct is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Grass Direct founded?
Grass Direct was founded in 2012. It employs 251 to 500 people.
Where is Grass Direct based?
Grass Direct is headquartered in Bishop Auckland, United Kingdom, in the Europe region.
How does Grass Direct make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are professional Fitting Services and trade Programme.
Who are Grass Direct's main competitors?
Broad incumbents on record are Wickes, B&Q and TigerTurf UK. Direct peers are Easigrass, LazyLawn, Namgrass, The Artificial Lawn Company, Artificial Grass Direct and Perfectly Green. Composite Prime is listed as an others.
Does Grass Direct have an API?
No public API is recorded for Grass Direct.
What industry is Grass Direct in?
Grass Direct's product category is Artificial Grass Retail. Its primary akta.pro industry code is CRAIAIAA, Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers), with a secondary code of IMAOAJAI, Artificial Turf & Synthetic Grass Manufacturing. Its NAICS code is 4442 and its SIC code is 5200.