Garten und Freizeit

What Garten und Freizeit does

Garten und Freizeit (legal name: Garten und Freizeit; DBA: Garten-und-Freizeit.de) is a German owner-operated online specialty retailer of garden furniture and outdoor living products, founded in 2004 and headquartered in Germany with logistics centers in Genderkingen and Posen. The company is led by Jürgen Schuster as Managing Director and self-positions as Germany's 'Gartenmöbelexperte Nummer 1' with over 21 years of category experience and a claimed base of more than 1 million served customers.

The core product offering spans garden chairs, tables, benches, lounge furniture, loungers, sun umbrellas, furniture sets, cushions, beach chairs, and adjacent outdoor categories including grills (Weber, Napoleon, Ooni), garden storage, pools, outdoor lighting, fire bowls, heaters, planters, and care products. Distribution operates through 30+ premium brand partnerships (Kettler, Stern, Nardi, Hartman, Siena Garden, Lafuma, Zebra, Glatz, Suncomfort, Doppler, Blomus, Cosmic Collection, Schöner Wohnen) and one proprietary house brand (OUTLIV.) with a 3-year warranty. Fulfillment runs through multi-carrier logistics (DHL, Hermes, DPD, Schenker) with 30-day free returns, supported by a physical showroom for in-person product testing.

The business model is direct-to-consumer e-commerce with prices ranging from €59.99 for budget items to over €4,000 for premium furniture sets, paid via standard methods plus invoice and installment plans through Klarna and PayPal. GTM is primarily product-led through an extensive, SEO-optimized category catalog (filtered by material, brand, price, and use case) and supported by a content marketing magazine, newsletter with a €10 welcome voucher, and an explicit focus on the German market. A secondary B2B segment addresses gastronomy and hotel outdoor furnishing needs.

Name

Garten und Freizeit

Legal name

Garten und Freizeit

Website

https://garten-und-freizeit.de

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Garten und Freizeit is a German owner-operated online specialty retailer of premium garden furniture and outdoor living products, serving over 1 million consumers across Germany with 30+ brand partnerships and proprietary house brand OUTLIV.

Ownership category

akta.pro rank

Product category

Garden Furniture Retail

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF)

akta.pro secondary industries

Outdoor Living Structures Retail (Sheds, Gazebos, Pergolas, Greenhouses) (CRAIAIAG), Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)

Keywords

• Garden furniture retail
• Outdoor living products
• Patio furniture
• Garden accessories
• Home garden supplies

Headquarters

HQ city

Genderkingen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time product sales of garden furniture and outdoor equipment through their e-commerce platform. Revenue generated from direct consumer purchases with various payment options including installment plans.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Garten und Freizeit (Garden and Leisure) is a German online specialist retailer selling garden furniture and outdoor living products from multiple brands, including its own house brand OUTLIV. The business is supported by a physical showroom for product inspection and home delivery services, primarily serving German consumers with selective service to gastronomy and hospitality businesses.

Product overview

Garten und Freizeit is an online specialist retailer for garden furniture and outdoor living products, operating as a multi-brand e-commerce platform with over 21 years of experience. The core portfolio centers on garden furniture categories (chairs, tables, benches, lounge furniture, loungers, sun umbrellas, furniture sets, cushions) supplemented by complementary outdoor categories (grills, garden storage, pools, lighting, planters). The company distributes both proprietary house brands (OUTLIV.) and partner brands (Kettler, Stern, Nardi, Hartman, Siena Garden, Zebra, Lafuma, Glatz) alongside exclusive collections (Schöner Wohnen Kollektion, Cosmic Collection) and technology material partners (Sunbrella fabric). The business operates exclusively as an online retailer with physical showroom, offering direct shipping via DHL, Hermes, DPD, and Schenker with 30-day free returns and various payment options including Amazon Pay, PayPal, Klarna, Visa, Mastercard, and ApplePay.

Differentiator

Problem solved

Functional benefit

Products and services

• OUTLIV. Garten und Freizeit's proprietary house brand offering garden furniture and outdoor living products distributed through the company's e-commerce platform and physical showroom.
• Garden furniture and outdoor living products Multi-brand assortment of garden furniture, patio sets, and outdoor living accessories sold through the Garten und Freizeit e-commerce platform to German private consumers and select business customers.

Quantifiable outcome

• 30-day free return policy and top-price guarantee ensure customer confidence in purchases

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

Partnerships

16 partnerships are on record, tiered core and minor.

• OUTLIV.coreChannel Partner/ Reseller/ DistributorPrimary house brand partnership. Exclusive retailer for OUTLIV. garden furniture collections including lounge sets, dining groups, garden chairs, tables, sun umbrellas, and pergolas. 3-year warranty on OUTLIV. products.
• KettlercoreChannel Partner/ Reseller/ DistributorComprehensive partnership for Kettler garden furniture and sun umbrellas. Products include Kettler Easy series umbrellas, lounge furniture, dining sets, and accessories.
• NardicoreChannel Partner/ Reseller/ DistributorAuthorized retailer of Nardi garden furniture including Net and Maximo loungetische, Doga Relax loungesessel, and various garden chairs.
• SterncoreChannel Partner/ Reseller/ DistributorExclusive dealer for Stern garden furniture including Enya connection tables, Universal tray, and various lounge collections.
• Siena GardencoreChannel Partner/ Reseller/ DistributorPartnership for Siena Garden lounge furniture including Corido collection with Gardino weave/Kunstfaser materials.
• HartmancoreChannel Partner/ Reseller/ DistributorAuthorized retailer of Hartman garden furniture including Sophie collection and other premium outdoor furniture lines.
• LafumacoreChannel Partner/ Reseller/ DistributorPartnership for Lafuma garden furniture including Futura, RSXA, Transabed, and XL furniture collections with focus on comfort and relaxation.
• ZebracoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Zebra garden furniture including Rumba Novo sun umbrellas and various furniture collections.
• Glatz/SuncomfortcoreChannel Partner/ Reseller/ DistributorPartnership for Glatz and Suncomfort sun umbrellas including Varioflex, Flex Roof, Pop-Up, and Shell-Turn series with UPF 50+ UV protection.
• DopplercoreChannel Partner/ Reseller/ DistributorAuthorized retailer of Doppler sun umbrellas including ACT Push up, Active, Alu-Wood, Expert, and Balkon series.
• DHL, Hermes, DPD, SchenkercoreImplementation/ SI/ Consulting PartnerLogistics partnerships for secure product delivery. Multiple carrier options including DHL, Hermes, DPD, and Schenker for parcel and freight shipments.
• Weber GrillsminorChannel Partner/ Reseller/ DistributorPartnership for Weber grills and accessories including gas grills, charcoal grills, and BBQ accessories.
• Napoleon GrillsminorChannel Partner/ Reseller/ DistributorAuthorized dealer for Napoleon grills including Prestige and Travel Q series.
• BlomusminorChannel Partner/ Reseller/ DistributorPartnership for Blomus Daybeds and Stay series outdoor loungers featuring minimalist design and weather-resistant textiles.
• Cosmic CollectionminorChannel Partner/ Reseller/ DistributorPartnership for Cosmic Collection Rope furniture including Lion dining sofa, Rondo garden chair, and Vienna loungetische with powder-coated steel frames.
• SCHÖNER WOHNENminorChannel Partner/ Reseller/ DistributorPartnership for SCHÖNER WOHNEN garden furniture collection including Mivo, Vlieland, Benet, and Texel series featuring aluminum, Sunbrella fabric, and teak materials.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wayfair: Global online furniture and home goods marketplace. Comparable as a large-scale D2C furniture retailer with broad outdoor furniture assortment and similar fulfillment-by-carrier model.
• Hornbach: Major German DIY/garden center chain with significant outdoor furniture assortment. Comparable in cross-category outdoor offerings (furniture, BBQ, garden supplies) and German consumer base.
• Otto: Germany's largest domestic online retailer with a sizable garden furniture and outdoor living category. Comparable as a multi-brand online furniture/lifestyle destination for German consumers.
• Höffner: Major German furniture retailer with physical showrooms and online presence. Comparable in garden furniture, lounge, and outdoor assortment marketed to the same German consumer segment.
• Bauhaus: Leading European DIY/home improvement retailer with extensive garden furniture and outdoor living assortment. Comparable in carrying garden furniture, BBQ, and outdoor structures at similar price tiers.
• XXXLutz: One of Europe's largest furniture retailers with strong German footprint and growing online channel. Comparable in outdoor furniture assortment and showroom-assisted model.

Regional players

• Dehner: Germany's largest garden center chain with strong e-commerce presence covering garden furniture, plants, BBQ, and outdoor living. Comparable product overlap in garden furniture, BBQ equipment, and outdoor accessories.
• Pflanzen-Kölle: Family-owned German garden center chain with growing online garden furniture and outdoor living assortment. Comparable as a German multi-channel garden/outdoor retailer with similar target customer.

Direct peers

• home24: Major European online furniture retailer headquartered in Germany. Comparable multi-brand online furniture retailer with similar customer base, broad assortment, and delivery logistics model.
• Westwing: German D2C online retailer specializing in home and living (furniture, décor, outdoor). Comparable as a German online furniture/lifestyle specialist with curated brand assortment and direct-to-consumer fulfillment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/garten_freizeit
• Facebookfacebook.com/GartenundFreizeit
• LinkedInlinkedin.com/company/hs-fachmarkt-vertriebs-gmbh

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 Garten und Freizeit