What LeisureGrow does

LeisureGrow Products LTD is a UK-based, family-run manufacturer and distributor of outdoor living products, founded in 1999 by Richard Grimmer and headquartered in Hinxworth, Hertfordshire. The company operates a portfolio of more than ten sub-brands spanning garden furniture (LG Outdoor, Sanctuary pergolas), barbecues (GrillSure/Grillstream with proprietary GasSure and SmashGrill technology), festive and outdoor lighting (NOMA, NGL, Lume with Magbulb technology, Harry Potter licensed collection, NOMA Halloween, Alderbrook, Arboretum), and pet products (Petface). Its core technologies centre on materials engineering — weather-resistant aluminium, EverRope woven polyethene fibres, EcoCore recycled-bottle cushion filling — and product safety innovations including the GasSure gas-monitoring system and SmashGrill flat-plate cooking surface.

LeisureGrow distributes its products through a multi-channel trade model targeting garden centres, national retailers, and distributors across the UK, Ireland, and parts of Europe. The company employs over 100 staff, supported by an international quality-control team, and operates a dedicated 10+ acre distribution centre in King's Lynn, East Anglia, alongside 2,000+ m² trade-focused showrooms in Hertfordshire. Revenue is generated through wholesale product sales to trade accounts, supplemented by the InterSell B2B ecommerce platform for Petface customers and a Shopify-powered direct-to-consumer storefront; specific pricing is not publicly disclosed and trade accounts operate under negotiated business terms. The company holds LOFA and GIMA industry memberships, PlanetMark sustainability certification, and a licensing partnership with Warner Bros. Discovery Global Consumer Products for the Harry Potter decorative lighting range.

Name

LeisureGrow

Legal name

LeisureGrow Products LTD

Website

https://leisuregrow.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

LeisureGrow Products LTD is a UK-based, family-run manufacturer and distributor of outdoor living products — including garden furniture, barbecues, festive and garden lighting, and pet products — selling primarily to trade customers such as garden centres and national retailers across the UK, Ireland, and parts of Europe.

Ownership category

akta.pro rank

Product category

Outdoor Living Products

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Wholesale-Furniture & Home Furnishings (5020), Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Furniture Stores (5712)

akta.pro primary industry

Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ)

akta.pro secondary industries

Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF), Outdoor Cooking, Hydration & Food Storage Retail (CRAMAAAF), Outdoor Living Structures Retail (Sheds, Gazebos, Pergolas, Greenhouses) (CRAIAIAG)

Keywords

• Outdoor furniture products
• Garden lighting supplies
• Barbecue and grilling
• Festive lighting products
• Pet products wholesale

Headquarters

HQ city

Hinxworth

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Product Sales: LeisureGrow supplies thousands of product lines to trade, retail, and distributors in the UK, Ireland, and parts of Europe. The company imports and distributes branded outdoor living products through garden centres, national retailers, and B2B trade partners.
2. B2B Ecommerce (InterSell): Petface customers use the InterSell B2B ecommerce platform to browse products, place orders, and manage accounts. The platform integrates with back-office and ERP systems for real-time pricing, product catalogue, and stock availability.
3. Trade Account Sales: Trade accounts provide business pricing, bulk ordering terms, minimum order quantities, and commercial terms including payment and delivery options. The company operates a large distribution facility in East Anglia covering over 10 acres to support high-volume logistics operations.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

LeisureGrow is a UK-based family-run group that designs, sources, and distributes thousands of outdoor living product lines across multiple owned brands, including garden furniture (LG Outdoor, Sanctuary pergolas), barbecues (GrillSure/Grillstream), garden and festive lighting (NOMA, NGL, Lume, Alderbrook, Arboretum, Harry Potter licensed collection, NOMA Halloween), and pet products (Petface). The company sells primarily to trade customers—independent garden centres, national retailers, and distributors in the UK, Ireland, and parts of Europe—through trade accounts, a nationwide Area Sales Manager network, B2B ecommerce (InterSell), and trade showrooms, with a small direct-to-consumer online channel.

Product overview

LeisureGrow is a UK-based family-run business founded in 1999, specialising in outdoor living products through multiple national brands. The portfolio includes: NOMA as the flagship festive lighting brand (with sub-brands NOMA Christmas, NGL garden lighting, Lume premium outdoor lighting, Harry Potter licensed collection, NOMA Halloween, Alderbrook LED candles, and Arboretum artificial Christmas trees); LG Outdoor for weather-resistant garden furniture; Sanctuary for aluminium pergolas; GrillSure/Grillstream for gas and hybrid barbecues featuring proprietary GasSure safety technology; Petface for pet toys and accessories; and InterSell as a B2B ecommerce platform for trade customers. The company also demonstrates commitment to sustainability through its EcoCore initiative using recycled plastic bottles in garden furniture cushions, and holds PlanetMark certification.

Differentiator

Problem solved

Functional benefit

Brands

• NOMA: Festive Christmas lighting and seasonal decorations brand with heritage dating back to 1939 in the UK.
• NGL (NOMA Garden Lighting)
• NOMA Halloween
• ALDERBROOK
• ARBORETUM
• LUME
• HARRY POTTER (Licensed)
• LG OUTDOOR
• SANCTUARY
• GRILLSURE
• PETFACE
• INTERSELL

Products and services

• NOMA (Festive Lighting) Iconic festive lighting and seasonal decorations brand with over eight decades of heritage in the UK, offering Christmas tree lights, outdoor displays, LED figures, illuminated ornaments, and themed infinity lights for trade and retail customers.
• NOMA Garden Lighting (NGL) Garden and outdoor lighting products engineered with weather-resistant materials that accentuate plantings, garden structures, patios, and walkways for both ambience and security purposes, for trade and retail customers.
• Lume Premium outdoor lighting collection featuring proprietary Magbulb technology that combines exceptional colour quality, energy efficiency, and durability to bring indoor-grade warmth into exterior spaces, for trade and retail customers.
• Harry Potter Licensed Collection Officially licensed Harry Potter themed decorative lighting collection developed with Warner Bros. Discovery Global Consumer Products, featuring Infinity Lights, wand-controlled floating candles, and character silhouettes celebrating 25 Years of Magic, for trade and retail customers.
• NOMA Halloween Halloween themed lighting and decorative features including animated scratching witches, floating magic candles, and illuminated tabletop pieces like pumpkins, lanterns, and character figures, for trade and retail customers.
• Alderbrook Premium realistic LED candles replicating traditional wax candles using real paraffin wax construction, dynamic three-dimensional flame simulation technology with warm-white LED, and melted edge details for enhanced authenticity, for trade and retail customers.
• Arboretum Realistic artificial Christmas trees crafted with meticulous attention to detail including Nordmann Fir, Highgrove Spruce, and Silverdale Pine species, developed in collaboration with professional arborists and manufactured in a dedicated facility, for trade and retail customers.
• LG Outdoor British outdoor furniture and lifestyle brand with over two decades of experience offering weather-resistant dining sets, lounge and modular seating, sun loungers, parasols, cushions, and furniture covers featuring powder-coated aluminium frames and EverRope woven materials, for trade and retail customers.
• Sanctuary Pergolas Multi-functional pergola collection manufactured from high-grade aluminium with realistic wood-effect finish, featuring adjustable louvred roof systems, integrated LED lighting, and modular configurations for outdoor entertainment and year-round garden use, for trade and retail customers.
• GrillSure / Grillstream Barbecues High-performance gas barbecues featuring innovative cooking systems that reduce flare-ups, with options including hybrid models offering gas or charcoal cooking flexibility, GasSure safety monitoring, and SmashGrill technology with non-stick flat plate cooking surfaces, for trade and retail customers.
• SmashGrill Go Portable Barbecue Portable barbecue under the Grillstream brand featuring a spacious non-stick flat plate cooking area, foldable trolley with heavy-duty wheels and safety lock, built-in thermometer, and included regulator and hose for quick setup, for trade and retail customers.
• Petface Pet product brand dedicated to designing and supplying engaging, safe, and durable accessories and toys for cats and dogs including interactive balls, tugging ropes, chew-resistant rubber goods, plush characters, and catnip-infused items, for trade and retail customers.
• InterSell B2B Ecommerce Platform Dedicated B2B ecommerce platform for Petface trade customers enabling 24/7 online ordering, product catalogue browsing, account management, order history, invoice downloads, and payment processing, with back-office and ERP integration for real-time pricing and stock availability.
• Casa Mia Pizza Oven Gas-powered pizza oven offered by LeisureGrow, including the Casa Mia Bravo 12-inch gas-powered pizza oven, for trade and retail customers.

Quantifiable outcome

• 30 million+ plastic bottles recycled through EcoCore in three years
• +6 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Nine partnerships are on record, tiered core and supporting.

• Warner Bros. Discovery Global Consumer ProductscoreOEM/ Whitelabel/ Licensing PartnerNOMA Harry Potter Collection developed in collaboration with Warner Bros. Discovery Global Consumer Products. The officially licensed decorative lighting range transforms iconic Harry Potter characters, locations, and moments into illuminated display pieces. The partnership enables NOMA to leverage cross-generational recognition, narrative power, and enduring cultural relevance from the Wizarding World franchise.
• EcologisupportingOthersLeisureGrow has partnered with Ecologi to create a climate-positive workforce with the goal of achieving net-zero carbon emissions across operations and infrastructure. Ecologi compensates for carbon footprint and funds climate projects around the world to reduce greenhouse gas emissions.
• PlanetMarkcoreOthersLeisureGrow is PlanetMark Registered, an internationally recognised sustainability certification that celebrates continuous improvement. PlanetMark acknowledges commitment to measuring and reducing environmental impact and carbon footprint. The certification supports employee awareness of sustainability issues and drives ongoing environmental performance improvements.
• Cool EarthsupportingOthersThrough the PlanetMark partnership, LeisureGrow helps protect areas of endangered rainforest in partnership with Cool Earth, a charity that works directly with local communities to halt deforestation.
• Eden ProjectsupportingOthersThrough the PlanetMark partnership, LeisureGrow supports Eden Project, an educational charity dedicated to strengthening connections between people and the natural world and exploring more sustainable futures.
• Choice MarketingsupportingGTM or Marketing PartnerLeisureGrow participates in the Choice Marketing Awards where the company won Furniture & Outdoor Living Supplier of the Year 2023. Choice Marketing brings together members of the garden and leisure industry for networking and recognition of excellence.
• ShopifysupportingTechnology or IntegrationLeisureGrow's ecommerce storefront is powered by Shopify, which handles payment processing, order management, and customer data in accordance with its Privacy Policy and Consumer Privacy Policy.
• Google AnalyticssupportingTechnology or IntegrationLeisureGrow uses Google Analytics cookies to collect data on how visitors use the website — including pages viewed, content interacted with, date/time of visit, and hardware/software/browser used — to improve the website and identify errors.
• Google & Facebook (Meta)supportingGTM or Marketing PartnerLeisureGrow works with Google and Facebook/Meta (including Instagram) to provide targeted advertising. Facebook Pixel collects anonymous information about adverts clicked, pages visited, and products purchased to make advertising more relevant and keep customers updated on products, offers, and promotions.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Zest 4 Leisure: UK outdoor products group manufacturing timber garden furniture, structures, and accessories — competes with LG Outdoor and Sanctuary in the UK trade garden-centre channel.
• Norfolk Leisure: UK outdoor products group supplying garden furniture, parasols, BBQs, and accessories to trade — similar multi-category positioning and trade-distribution model to LeisureGrow.
• Rowlinson Garden Products: UK garden products company offering outdoor structures, furniture, BBQs, and play equipment to garden centres — comparable multi-category outdoor living portfolio and trade distribution.
• Hartman Outdoor: Established UK outdoor leisure brand selling furniture, parasols, BBQs, and accessories through garden centres — overlaps with LG Outdoor and Grillstream product portfolios and trade customers.
• Kettler: UK outdoor furniture brand selling aluminium dining, lounge, and children's ranges through garden centres and retail — directly comparable on furniture category and trade-distribution motion.
• Alexander Rose: UK outdoor furniture maker specialising in woven, timber, and metal dining/lounge sets — competing in the same trade-channel patio and outdoor furniture category as LG Outdoor.
• Bramblecrest: UK outdoor furniture manufacturer and wholesaler offering dining sets, lounge, and BBQ ranges to garden centres and trade — the closest direct analogue in scale, product, and trade-channel go-to-market.
• Beefeater BBQ: UK-focused gas and charcoal BBQ brand sold through specialist retailers — head-to-head competitor with Grillstream/GrillSure in the same UK trade-channel BBQ market.

Broad incumbents

• Cox & Cox: UK premium outdoor and home lifestyle retailer/multi-brand distributor — adjacent retail-led comparator that stocks comparable categories and competes for end-consumer mindshare alongside trade partners.
• Weber: Global grilling market leader with broad BBQ and accessories portfolio — competes with Grillstream/GrillSure at the premium end but operates globally and across broader outdoor-cooking categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Subsidiaries2 records

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 LeisureGrow