Hartman

Name

Hartman

Legal name

Hartman

Website

https://hartman.nl

Company type

Private

Founded year

1968

Operating status

Operating

Ownership category

akta.pro rank

Product category

Outdoor Furniture

NAICS

Household and Institutional Furniture Manufacturing (33712), Furniture and Home Furnishings Retailers (4491)

SIC

Household Furniture (2510), Retail-Furniture Stores (5712)

akta.pro primary industry

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

Keywords

• Outdoor furniture
• Garden furniture
• Patio lounge sets
• Outdoor living
• Garden accessories

Headquarters

HQ city

Enschede

HQ country

Netherlands

HQ region

Europe

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

Revenue model

1. Outdoor furniture and accessories sales: Hartman generates revenue primarily through the manufacture and sale of outdoor furniture including garden chairs, tables, lounge sets, benches, sunbeds, parasols, and related cushions and accessories. Products are sold through a network of authorized retail partners and the company's own branded e-commerce storefront.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Hartman designs, manufactures and sells outdoor garden furniture and accessories, including garden chairs, dining and lounge tables, lounge sets, benches, sunbeds, parasols, and cushions. The portfolio is anchored by the signature Sophie chair line with Curved Technology, the Shades of Colour (SoC) coordinated outdoor living collection, the Le Soleil chairs made from 100% recycled plastic, the modular Ibiza lounge set, and the Yasmani teak tables. Products are sold through a two-tier authorized retail partner network (Premium Partners and standard Partners) plus the company's own multi-country e-commerce sites serving the Netherlands, UK, Belgium, Czech Republic, Germany, and Norway.

Product overview

Hartman is a Dutch outdoor furniture company with over 50 years of experience, offering a comprehensive portfolio of garden furniture and accessories centered on the brand promise 'Comfort. Design. Kwaliteit.' The product range is organized into three main categories: Tuinmeubelen (garden furniture including chairs, tables, sets, loungesets, sunbeds, benches), Tuinkussens (garden cushions including seat cushions, decorative cushions, lounge cushions, sunbed cushions, bench cushions), and Overig (other products including parasols, poufs, outdoor carpets, maintenance products). Key product lines include the signature Sophie chair collection, the Shades of Colour (SoC) outdoor living concept featuring harmonized colors and materials, the eco-friendly Le Soleil chairs made from 100% recycled plastic, the modular Ibiza loungeset, Yasmani tables with teak and aluminium, and comprehensive cushion collections like Havana. Products are available through various sales channels including physical retail stores and online shops across multiple European countries.

Differentiator

Problem solved

Functional benefit

Brands

• Shades of Colour: An outdoor living concept representing a lifestyle with organic forms and colors in balance, featuring a carefully curated color palette of three base colors and four supporting tones.

Products and services

• Sophie Tuinstoelen (Sophie Garden Chairs) Signature garden chair line designed and developed in the Netherlands, featuring Curved Technology for ergonomic support, available in various models, colors, and leg options. 100% recyclable with a five-year warranty. For residential consumers seeking comfortable, durable outdoor seating.
• Shades of Colour (SoC) Collection Coordinated outdoor living concept built on three base colors and four supporting shades, covering dining tables (e.g., Yasmani teak tables with H-shaped aluminium frames, Girona round table, Valencia, Malaga, Granada), chairs (Flow, Taragona, Toledo, Altea, Zaragoza), lounge sets (Zaragoza, Palma, Rana, Lucas, Bilbao), side tables (Sophie Studio, Sophie Teak, Livorno, Tubb), and cushions. Includes the Yasmani teak-and-aluminium table line. Designed for year-round outdoor use, with organic forms in balance.
• Le Soleil Dining Tuinstoel Eco-friendly dining chair made from 100% recycled plastic, fully recyclable, produced locally in the Netherlands with a unique curved backrest for optimal comfort. Sold with a comfort cushion and two-year warranty. For residential consumers seeking sustainable outdoor seating.
• Ibiza Loungeset Modular plastic lounge set produced in the Netherlands from 100% recyclable plastic, allowing expansion through intermediate modules for residential outdoor relaxation. Five-year frame warranty and two-year cushion warranty.
• Tuinsets (Garden Sets) Pre-configured combinations of tables and chairs for outdoor dining, including dining tuinsets, bistro sets, balcony sets, and bar sets, available in various sizes, materials, and configurations for residential consumers.
• Tuinkussens (Garden Cushions) Range of cushions including seat cushions, decorative cushions, lounge cushions, sunbed cushions, bench cushions (e.g., Havana line in Dralon fabric), sold for comfort and ambiance across Hartman furniture ranges.
• Sunline Parasols Parasol collection in various sizes (r.270cm, r.300cm) and Shades of Colour colors (sand, cappuccino, soft green), for outdoor sun protection in residential settings.
• Outdoor Carpets and Hockers (Poufs) Outdoor rugs (vloerkleden) to enhance outdoor space ambiance plus small ottomans (hockers) upholstered with Sunbrella fabric for use as seating or footrests, in various colors, to complement Hartman outdoor living setups.
• Onderhoudsmiddelen (Maintenance Products) Care and maintenance range including Teak Cleaner, Teak Protector (Natural, Vintage Brown, Light Grey), Resin Wax Polish, Stone & Spraystone Protector, Universal Cleaner, Fabric Cleaner, and Fabric Protector for prolonging the life of Hartman outdoor furniture.

Quantifiable outcome

• Products last through intensive outdoor use across all seasons including rain, sun, and frost
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• TuinmeubelshopcoreChannel Partner/ Reseller/ DistributorTuinmeubelshop is a key retail partner for Hartman, with multiple physical store locations across the Netherlands (Eindhoven, Zoetermeer, Wormerveer, Elst, Nunspeet, Almelo, Veenendaal, Hoogeveen). They carry a wide selection of Hartman outdoor furniture and provide in-store display and expert consumer advice.
• Kees Smit TuinmeubelencoreChannel Partner/ Reseller/ DistributorKees Smit operates multiple Experience Store XXL locations across the Netherlands (Eindhoven, Almelo, Amersfoort, Venlo). As a Premium Partner, they carry the largest Hartman assortment in their showrooms with personal and expert advisory services.
• Van der Garde TuinmeubelencoreChannel Partner/ Reseller/ DistributorVan der Garde is an authorized Hartman Partner with multiple store locations across the Netherlands (Opheusden, Duiven, Apeldoorn). They specialize in garden furniture and provide consumer sales and advisory services for the Hartman product range.
• De Wit SchijndelminorChannel Partner/ Reseller/ DistributorDe Wit Schijndel is an authorized Hartman Partner located in Schijndel, Noord-Brabant, offering Hartman outdoor furniture products with in-store display and sales support.
• Stigter TuinmeubelenminorChannel Partner/ Reseller/ DistributorStigter is an authorized Hartman Partner with locations in Berkel en Rodenrijs (Zuid-Holland). They sell Hartman products both in-store and via their own webshop, with affiliate referrals tracked through hartman.nl.
• IntratuinminorChannel Partner/ Reseller/ DistributorIntratuin is a major Dutch garden center chain with multiple locations (Halsteren, Duiven) that carry selected Hartman outdoor furniture products. As a well-known consumer destination for garden products, they provide broad market reach for the Hartman brand.
• Tuincentrum OsdorpminorChannel Partner/ Reseller/ DistributorTuincentrum Osdorp is an authorized Hartman Partner located in Amsterdam. They offer Hartman outdoor furniture in their showroom and online, with affiliate tracking linked to hartman.nl.
• Tuincentrum De BosrandminorChannel Partner/ Reseller/ DistributorTuincentrum De Bosrand operates multiple garden center locations (Oegstgeest, Alphen aan den Rijn, Wassenaar) in Zuid-Holland as a Hartman Partner, providing outdoor furniture sales and consumer advisory services.
• Coppens WarenhuisminorChannel Partner/ Reseller/ DistributorCoppens Warenhuis in Volkel (Noord-Brabant) is a Hartman Partner offering Hartman outdoor furniture alongside their general retail offerings.
• Eigen Huis & TuinminorChannel Partner/ Reseller/ DistributorHartman products have been featured in the Dutch Eigen Huis & Tuin (Own Home & Garden) television program, a popular consumer lifestyle show covering home and garden topics, providing editorial exposure and credibility for the brand.

Scale indicators3 records

Recent moves6 records

Direct peers

• 4 Seasons Outdoor: Dutch premium outdoor furniture brand offering teak, aluminium, and woven furniture through European dealer networks. Direct competitor in the same Dutch/Benelux premium segment as Hartman.
• Gloster Furniture: Premium outdoor furniture manufacturer (originally UK/German) with teak, aluminium, and woven ranges. Competes with Hartman at the premium end of European residential and hospitality channels.
• Lafuma Mobilier: French outdoor furniture brand with resin, metal, and textile ranges, historically tied to the Lafuma group. Comparable to Hartman on multi-country European retail and outdoor-living positioning.
• Royal Botania: Belgian premium outdoor furniture maker with strong design identity in teak and aluminium. Comparable to Hartman in international dealer distribution and design-led positioning.
• Kettler: German heritage outdoor furniture manufacturer with comparable product breadth (dining, lounge, sunbeds, accessories) and multi-country European retail distribution. Closely aligned with Hartman on positioning, channel model, and target residential consumer.
• Fermob: French outdoor metal-furniture specialist (aluminium and steel) with strong color-led design DNA. Adjacent peer to Hartman in coordinated-color outdoor collections and European premium residential channels.
• Tribù: Belgian luxury outdoor furniture brand with coordinated collections in aluminium, teak, and weather-resistant fabrics. Direct peer in the European premium outdoor-living category where Hartman also operates.
• Suns Lifestyle: Dutch outdoor furniture brand with aluminium, rope, and teak collections sold across European retailers and online. Direct peer in the Benelux and broader European residential outdoor category.
• Alexander Rose: UK outdoor furniture specialist offering dining, lounge, and accessories across materials (woven, timber, metal). Direct peer for Hartman in the UK market and broader European residential channel.
• LIFE Outdoor Living (Apple Bee): Dutch outdoor furniture brand combining Apple Bee and LIFE collections across dining, lounge, and accessories. Operates a similar dealer-and-DTC channel model in overlapping European markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hartmanbv

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 Hartman