Haveselskabet

What Haveselskabet does

Haveselskabet is a Danish non-profit membership association (forening) founded in 1830 and headquartered in Søborg, Denmark, serving approximately 25,000 members nationwide. Its core offering is a content-and-community platform for Danish hobby gardeners, anchored by Magasinet HAVEN — a member-exclusive magazine published eight times annually — and supplemented by an extensive digital article library called Havestof covering biodiversity, edible gardens, design, cultivation, pests, and ornamental plants. Members additionally receive expert gardening advice via phone or email (Rådgivning), access to a network of 427 participating private gardens in the Åbne Haver program, free quarterly webinars, digital garden schools (Digitale Haveskoler), in-person workshops and lectures, and member discounts on garden products through the Haveshoppen webshop. Operations are supported by 500 volunteers organized across local departments that run 297 events, plant markets, and garden visits.

The business model is primarily subscription-recurring: membership begins at 49 kr per month and grants access to the magazine, digital learning content, events, and advisory services. Secondary revenue comes from transactional webshop sales of garden tools, seeds, plants, books, and accessories (Haveshoppen, with shipping starting at 39 kr domestically and 300 kr internationally), plus commercial partnership income — most notably a deal with Tryg insurance offering members special insurance rates and home assistance. The organization has 11–50 employees, operates only in Denmark, and is governed as a member association rather than as an equity-backed enterprise; no parent company, outside investors, or funding rounds are disclosed. Strategic emphasis is on community engagement, advocacy for gardeners' interests (including biodiversity and pesticide regulation), and grant-making through initiatives such as the Øst-Vest pulje.

Name

Haveselskabet

Legal name

Haveselskabet

Website

https://haveselskabet.dk

Company type

Private

Founded year

1830

Operating status

Operating

Headcount range

11–50 employees

Short description

Haveselskabet is Denmark's oldest and largest gardening association, serving approximately 25,000 members with a member-exclusive magazine, an extensive digital content library, expert garden advice, open-garden visits, workshops, webinars, and a discount webshop for garden products.

Ownership category

akta.pro rank

Product category

Gardening Association Services

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Other Grantmaking and Giving Services (813219)

SIC

Services-Membership Organizations (8600), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Seasonal Color, Planting & Horticultural Services (BPABADAL)

akta.pro secondary industry

Pruning, Deadheading & Plant Health Maintenance (Non-tree) (HSAIAFAI)

Keywords

• Gardening association services
• Membership association
• Horticultural society
• Garden education
• Gardening community

Headquarters

HQ city

Søborg

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership subscriptions: The primary revenue stream comes from membership fees. Members pay a monthly subscription to access workshops, lectures, Open Gardens, free webinars, digital schools, the magazine HAVEN, and garden advice.
2. Webshop sales: Haveselskabet operates an e-commerce webshop selling garden tools, books, and related products, some at member-discounted prices. They sell seeds, plants, and garden accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Haveselskabet is a Danish gardening association (forening) founded in 1830 that serves as a membership-based community for hobby gardeners. It offers member services including the magazine Magasinet HAVEN, an article library (Havestof), gardening advice (Rådgivning), access to 427 open gardens, workshops and lectures, digital garden schools, free webinars, and an annual garden festival. It also operates Haveshoppen, an online webshop selling gardening-related products.

Product overview

Haveselskabet is Denmark's largest garden society with approximately 25,000 members, operating as a membership-based organization rather than a technology company. The core offering centers on Magasinet HAVEN (Denmark's premier garden magazine), combined with a comprehensive digital content library called Havestof, plus member benefits including workshops, foredrag (lectures), webinars, digital garden schools (Digitale Haveskoler), the Åbne Haver (Open Gardens) program with 427 gardens, expert Rådgivning (advice) services, and Haveshoppen (online shop). The organization functions as a community-driven society with 500 volunteers across local departments hosting 297 events. The product portfolio is primarily content and community-focused, not technology-driven, with no API, AI capabilities, or software integrations.

Differentiator

Problem solved

Functional benefit

Brands

• Magasinet HAVEN: The association's member magazine, described as Denmark's best garden magazine.

Products and services

• Magasinet HAVEN
• Havestof article library
• Rådgivning (gardening advice)
• Åbne Haver (Open Gardens)
• Workshops og Foredrag (Workshops and Lectures)
• Digitale Haveskoler (Digital Garden Schools)
• Gratis webinarer (Free Webinars)
• Haveshoppen (Gardening Webshop)
• Havefestival (Garden Festival)
• Medlemskab (Membership)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TrygminorGTM or Marketing PartnerCommercial partnership where Tryg insurance offers special deals for Haveselskabet members. Members can receive insurance quotes and deals through the partnership, with testimonials from members who saved money on insurance.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Garden Organic: UK charity dedicated to organic gardening research and education. Comparable member-based model with focus on sustainable horticulture and community engagement, similar to Haveselskabet's biodiversity advocacy.
• National Gardening Association: US-based nonprofit gardening organization providing educational content, plant databases, and community programs. Comparable in mission and content/community focus, though operating in a different national market.
• Sällskapet Trädgårdsamatörerna (STA): Swedish amateurgardeners' society publishing a member magazine and organizing plant sales and lectures. Closest Swedish equivalent to Haveselskabet with the same Nordic hobby-gardener association model.
• Det Norske Hageselskap: The Norwegian Horticultural Society is Norway's largest member-based gardening organization, publishing magazines and organizing local activities. As a fellow Nordic gardening association, it offers the closest geographic and structural parallel to Haveselskabet.
• Groei & Bloei: Dutch member-based gardening association offering magazines, advice, and local garden club activities. Shares the same member association model, content focus, and community-driven operating structure as Haveselskabet.
• Royal Horticultural Society: The Royal Horticultural Society is the UK's national gardening charity with membership benefits including a magazine, garden visits, advice, and shows. As the prototypical membership gardening association, it is the most direct comparable peer to Haveselskabet in both model and mission.
• American Horticultural Society: US national gardening nonprofit promoting horticulture through education, community programs, and member benefits. Closely parallel to Haveselskabet's educational and advocacy mission.
• Royal Caledonian Horticultural Society: Scotland's national horticultural society, with charitable status and a long history of community garden events and shows. Mirrors Haveselskabet's blend of heritage brand, member activities, and horticultural education.
• Bund Deutscher Baumschulen (BdB): Germany's national horticultural/nursery industry association. While more industry-focused, it represents the German equivalent garden trade organization with similar membership, content, and advocacy functions.

Regional players

• Royal New Zealand Institute of Horticulture: New Zealand's national horticulture organization advancing horticultural knowledge. Shares the national-association and education-focused structure but operates in a different hemisphere and market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Haveselskabet
• Facebookfacebook.com/Haveselskabet
• LinkedInlinkedin.com/company/haveselskabet

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 Haveselskabet