Gardeco

Name

Gardeco

Legal name

Gardeco Limited

Website

https://gardeco.co.uk

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Outdoor Heating & Garden Products

SIC

Retail-Retail Stores, Nec (5990)

akta.pro primary industry

Outdoor Heating, Fire Pits & Fireplaces Retail (CRAIAIAI)

akta.pro secondary industry

Outdoor Décor & Garden Accents Retail (Yard Art, Planters Décor, Doormats) (CRAIACAI)

Keywords

• Outdoor heating products
• Chimeneas and fire bowls
• Garden equipment
• Importer retailer
• Real fire products

Headquarters

HQ city

Kidderminster

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: Gardeco generates revenue through direct sales of imported outdoor heating products (chimeneas, fire bowls, BBQ accessories) and garden décor items (animal footstools, moss products) via their e-commerce website. The company also offers trade accounts with different pricing for business customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Gardeco is a UK-based specialist importer and online retailer of real fire outdoor products and gardening equipment. Its core offering includes Mexican clay chimeneas, cast iron chimeneas, steel chimeneas, cast iron fire bowls, and related accessories, complemented by animal-shaped footstools, ECOMOSS-SUPAMOSS biodegradable hanging basket liners, pizza ovens, BBQ accessories, and wheelbarrows. Products are sold direct-to-consumer through the Gardeco e-commerce website, with a separate trade zone providing trade pricing to business resellers.

Product overview

Gardeco is a specialist importer and online retailer of outdoor living products, primarily focusing on real fire products (chimeneas and fire bowls), animal-shaped footstools, and gardening equipment. The product portfolio consists of three main categories: (1) Real Fire Products including Mexican clay chimeneas (handmade in Mexico with Aztec, Celtic, and decorative designs), cast iron chimeneas, steel chimeneas, and fire bowls with various fuel capabilities; (2) BBQ and Cooking Accessories specifically designed for outdoor fires including grills, cooking irons, pizza stones, and various pans; (3) Decorative Home Products including animal-shaped footstools made from leatherette, synthetic fur, velvet, and tartan materials; and (4) Gardening Products including ECOMOSS-SUPAMOSS biodegradable hanging basket liners and wheelbarrows. The company operates as a single unified e-commerce platform without modular product architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Mexican Clay Chimeneas
• Cast Iron Chimeneas 100% cast iron chimeneas suitable for gardens, featuring traditional designs with decorative elements and positioned as durable, high-heat-output outdoor heating products for UK consumers.
• Steel Chimeneas Mid-century retro and modern design chimeneas constructed from steel, featuring contemporary aesthetics alongside functional outdoor heating capabilities, sold to UK consumers seeking modern-styled garden heating.
• Cast Iron Fire Bowls Traditional cast iron fire bowls with decorative scroll legs, suitable for large fires and burning wood, charcoal, or coal, with some models including BBQ grills, sold to UK consumers for outdoor heating and open-fire gatherings.
• Animal-Shaped Footstools Animal-shaped padded footstools, including Highland Cow, Brown Cow, horse, pig, sheep, and woolly mammoth designs, made with leatherette, synthetic fur, velvet, or tartan exterior materials with wooden legs, imported and sold by Gardeco as decorative indoor or garden-adjacent home products.
• ECOMOSS-SUPAMOSS Hanging Basket Liners Moisture-retentive natural fabric hanging basket liners, 100% biodegradable including plastic backing, made in the UK from recycled natural and biodegradable fibres, sold to UK gardeners and trade customers as sustainable basket liner products.
• Pizza Ovens Outdoor pizza ovens, including the Pizzaro Chimalin AFC in natural clay finish, designed for outdoor cooking with stands included, sold to UK consumers as part of Gardeco's outdoor cooking range.
• Wheelbarrows and Gardening Equipment Wheelbarrows and other gardening equipment offered as part of Gardeco's specialist gardening range for UK consumers and trade customers.
• Trade Zone Access Dedicated trade access zone on gardeco.co.uk that provides registered trade customers with trade prices, promotional information, and up-to-date product availability for reselling Gardeco's chimenea, fire bowl, and garden product ranges.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Not On The High Street: UK curated online marketplace for home, garden, and gift products. Competes for specialty home and garden décor purchases, particularly the animal footstool line.
• B&Q: UK's largest home improvement and garden retailer carrying outdoor heating, BBQ, and garden décor products. While far broader in assortment, B&Q competes directly for the same UK consumers buying chimeneas and fire pits.
• Wayfair UK: Large online home goods marketplace with extensive chimenea, fire pit, and outdoor décor assortment. Competes for the same DTC e-commerce customer but lacks Gardeco's specialist curation.
• Homebase: UK high-street home and garden retailer with seasonal outdoor heating, BBQ, and garden décor ranges. Overlaps with Gardeco's core consumer segment across price points.

Regional players

• Waitrose Garden: UK online garden centre backed by the Waitrose brand, selling premium garden products and outdoor accessories. Targets a similar upper-middle UK consumer segment as Gardeco.
• The Range: UK value-led home, garden, and leisure retailer with strong outdoor and seasonal product ranges. Competes on price for entry-level chimeneas and fire pits.
• Suttons: UK heritage seeds, plants, and gardening supplies retailer with online and catalogue channels. Comparable in scale and DTC model for UK gardening consumers.
• Thompson & Morgan: UK heritage mail-order and online garden products retailer with gardening equipment and accessories. Overlaps with Gardeco's gardening equipment and outdoor product ranges.

Direct peers

• Crocus: UK online garden retailer offering premium outdoor products, plants, and garden décor with content-led content marketing similar to Gardeco. Comparable in size and DTC orientation.
• Primrose: UK online garden and outdoor living retailer selling garden décor, planters, and outdoor heating accessories. Closely comparable DTC garden specialist with overlapping customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/gardecoltd
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/gardeco-ltd

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 Gardeco