What Myplant & Garden does

Myplant & Garden is a B2B international trade fair for the horticulture, garden, and landscape industry, founded in 2015 and held annually at Fiera Milano Rho in Italy. The event is organized by V Group Srl, a company operating under Italian Exhibition Group (IEG), one of Italy's publicly listed exhibition operators. Myplant & Garden has grown to occupy 60,000 square meters of exhibition space, hosting 804 exhibitors and approximately 28,000 professional visitors across nine macro-sectors covering the full horticulture value chain (nursery, floriculture, garden care, machinery, equipment, services, and related verticals), including the specialized My Green Sports pavilion dedicated to sports turf and landscape-for-sport applications. The fair attracts 200+ international buyer delegations from 47 countries, supported by an export-oriented matchmaking program.

The business model is built on per-booth exhibition fees, sponsorship, and ancillary services sold to exhibitors, complemented by visitor registration and international delegation programs that monetize demand-side participation. The Myplantonline digital platform extends the physical event into a year-round B2B showcase, though the digital monetization mechanics are not separately disclosed. A geographic expansion was executed in November 2025 with the launch of Myplant & Garden Middle East in Dubai, signaling a multi-region strategy under the IEG parent. The Italian horticultural market is sized at approximately €3.25 billion, providing a defined addressable market for the core event, while the Dubai edition targets Gulf and broader Middle East horticulture demand.

Operationally, the company runs with a small team (11-50 employees reported) characteristic of trade fair organizers that outsource most on-site execution to the venue and parent-group resources. The 11th edition of the Milan fair is scheduled for February 17-19, 2027, confirming continued annual cadence. No revenue figures, AI capabilities, or named customer anchors are publicly disclosed, which constrains financial and technology assessment. The competitive position is anchored by brand legacy, venue privileges via IEG, and a category-spanning 9-sector taxonomy that competing fairs would struggle to replicate quickly.

Name

Myplant & Garden

Legal name

V Group Srl

Website

https://myplantgarden.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Myplant & Garden is an annual B2B trade fair (founded 2015, Milan) for the horticulture, garden, and landscape industry, serving 804 exhibitors and ~28,000 visitors across nine macro-sectors. Organized by V Group Srl under Italian Exhibition Group, it expanded to Dubai in 2025.

Ownership category

akta.pro rank

Product category

Horticulture Trade Fairs

akta.pro primary industry

Lifestyle, Home & Garden Shows (MPAGAFAB)

akta.pro secondary industries

Pavilion & Country/Group Exhibit Build-Outs (THAHAHAD), Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC)

Keywords

• Horticulture trade fair
• Landscape industry expo
• Garden industry exhibition
• Professional landscaping events
• Green industry B2B

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Exhibition Space Rental: Revenue generated from renting exhibition space to brands and companies across 9 macro-sectors (decorazione, macchinari, tecnica, architettura, servizi, fiori, vivai, vasi, arredo). The 2026 edition featured 804 exhibitors across 60,000 sqm.
2. Ticket Sales: Professional visitor admissions (nearly 28,000 entries for 2026 edition), with pre-accreditation system for press and trade visitors.
3. Sponsorship: Corporate sponsorship agreements with major brands such as Husqvarna and partnerships with Federcalcio Servizi and LND Impianti for specialized pavilions like My Green Sports.
4. Digital Platform Subscriptions: Myplantonline digital platform provides ongoing visibility for exhibitors between physical events.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Myplant & Garden is an annual international B2B trade fair held at Fiera Milano Rho that brings together exhibitor brands and professional visitors from the horticulture, gardening, landscaping, and sports green sectors across 9 macro-sectors (Decorazione, Macchinari, Tecnica, Architettura, Servizi, Fiori, Vivai, Vasi, Arredo). The 2026 edition hosted 804 exhibitors across 60,000 sqm and nearly 28,000 visitors, with the event complemented by the Myplantonline digital showcase platform and a regional Middle East edition in Dubai.

Product overview

Myplant & Garden is a major trade fair exhibition organized by V Group SRL (Gruppo IEG) and supported by the Myplant & Garden Consortium. The core offering is the International Green Expo, Italy's most important professional event for horticulture, gardening, landscaping, and sports green spaces, featuring 9 macro-sectors across Decorazione, Macchinari, Tecnica, Architettura, Servizi, Fiori, Vivai, Vasi, and Arredo. The company also operates Myplantonline, a digital showcase platform for exhibitors to display products virtually, and has launched Myplant & Garden Middle East as a new regional edition in Dubai. My Green Sports is a specialized pavilion focusing on sports turf and sustainability.

Differentiator

Problem solved

Functional benefit

Brands

• My Green Sports: Sports Green Pavilion dedicated to sports turf and facilities
• Myplantonline
• Myplant & Garden Middle East

Products and services

• Myplant & Garden (International Green Expo) Annual international B2B trade fair organized across 9 macro-sectors (Decorazione, Macchinari, Tecnica, Architettura, Servizi, Fiori, Vivai, Vasi, Arredo) for the horticulture, gardening, landscaping, and sports green sectors, hosting 800+ exhibitor brands and nearly 28,000 professional visitors in its 2026 edition.
• Myplantonline Digital showcase platform reserved for Myplant & Garden exhibitors, allowing companies to independently upload images, product sheets, catalogs, and company profiles to create an interactive digital exhibition that extends visibility between physical events.
• Myplant & Garden Middle East Regional edition of the Myplant & Garden trade fair positioned at the center of a $20 billion Middle East landscape market, organized by IEG Middle East and V Group under patronage of the UAE Ministry of Climate Change and Environment.
• My Green Sports (Padiglione del Verde Sportivo) Specialized pavilion within Myplant & Garden featuring top sports industry representatives (FIGC, ISCS, Federcalcio Servizi, LND Impianti, FIDAL, FITP, FIR, FIG, AITG, CONI Lombardia, CSI) focusing on technology and sustainability for sports surfaces and grounds management.

Quantifiable outcome

• Record-breaking 804 exhibitor brands at 2026 edition (+50 vs 2025)
• +4 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered major, core and minor.

• Florovivaisti Italiani (Associazione)majorGTM or Marketing Partner · 30 April 2026Italian floriculture and nursery association (part of Cia-Agricoltori Italiani). Partnership for industry events, policy advocacy, and the 2026 event 'Florovivaismo: Asset Strategico del Made in Italy' held in Rome.
• UAE Ministry of Climate Change and Environment (MOCCAE)majorGTM or Marketing Partner · 7 November 2025Patronage for Myplant & Garden Middle East 2025. Government support for the regional expansion event in Dubai targeting Middle Eastern green industry markets.
• Federcalcio ServizimajorStrategic or Co-development Partner · 18 September 2025Partnership for My Green Sports pavilion showcasing sports green innovations. Renewed collaboration for technology and sustainability events related to sports surfaces at Casa Azzurri and at the main exhibition.
• LND Impianti (Lega Nazionale Dilettanti)majorStrategic or Co-development Partner · 18 September 2025Partnership for sports green pavilion and related events. Collaborative initiatives on sports turf technology and sustainability in collaboration with Federcalcio Servizi.
• Fiera MilanocoreOthersVenue partnership for hosting Myplant & Garden at Fiera Milano Rho exhibition center. Fiera Milano provides the exhibition infrastructure across multiple halls for the annual event.
• Italian Exhibition Group (IEG) / Gruppo IEGcoreStrategic or Co-development PartnerParent company providing management and coordination of V Group Srl, the organizing entity of Myplant & Garden. IEG is a major Italian exhibition and conference organizer.
• Myplant & Garden ConsortiumcoreStrategic or Co-development PartnerNon-profit association of 15+ leading companies in the green sector (Organizzazione Orlandelli, Floricoltura Pisapia, Florpagano, Florsistemi, Nicoli, Vigo Gerolamo, Vivai D'Adda, Artigianfer, Cactusmania, Cattaneo Bruno, Christensen, Corino Bruna, Garden Service, Giambò piante). Functions as Technical Committee connecting exhibitors' needs with event management.
• ITA - Italian Trade AgencymajorGTM or Marketing PartnerGovernment agency supporting international promotion and buyer delegations for Myplant & Garden. Collaborates on targeted promotion and international visitor recruitment for both Italian and Middle East editions.
• Embassy of Italy in UAEminorGTM or Marketing PartnerOfficial support for Myplant & Garden Middle East promotion and Italian participation in the Dubai-based event.
• Ministry of Enterprises and Made in ItalyminorGTM or Marketing PartnerGovernment patronage supporting the international expansion of Myplant & Garden to Middle East markets.
• ANVE (Associazione Nazionale Vivaisti Esportatori)majorGTM or Marketing PartnerItalian association of exporting nurserymen, active partner in conference programming (Growing in ANVE series) and youth engagement initiatives (ANVE Lab) with Myplant & Garden support.
• ICE (Italian Trade Promotion Agency)majorGTM or Marketing PartnerInstitutional partner for international trade promotion, supporting buyer delegations and Italian exhibitor promotion at Myplant & Garden events.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Regional players

• HortiContact: Dutch horticultural business fair serving the greenhouse technology and nursery sectors. Comparable exhibitor profile but primarily serves the Benelux market rather than Italy.
• Green is Life: Central European horticultural trade fair held in Warsaw, Poland. Comparable in focus on nursery and garden products but operates in a different geographic market than Myplant & Garden.
• Iberflora: Spain's leading horticulture, garden, and landscaping trade fair held in Valencia. Comparable in scope to Myplant & Garden but serving the Iberian market, providing an analogous regional play in Southern Europe.

Direct peers

• Royal FloraHolland Trade Fair: Major Dutch floriculture trade event organized by the world's largest flower auction. Direct competitor for international floriculture and nursery exhibitors, particularly in cut-flower and ornamental segments.
• IPM Essen: World's leading trade fair for horticulture held annually in Essen, Germany. Direct competitor to Myplant & Garden across nursery, floriculture, and garden segments, with significantly larger international exhibitor base and longer brand history.
• Spoga+Gafa (Koelnmesse): Major annual garden and BBQ lifestyle trade fair held in Cologne, Germany. Overlaps with Myplant's garden and outdoor living sectors and competes for international garden brands attending European events.
• Salon du Végétal: French horticultural trade fair historically held in Nantes, serving nursery, floriculture, and landscape professionals. A regional European peer in the same horticulture/garden exhibition category.

Broad incumbents

• Italian Exhibition Group (IEG): Parent company of Myplant & Garden organizer V Group Srl and one of Italy's largest exhibition operators. While not a direct peer, IEG's broader portfolio provides scale, venue relationships, and management resources that directly shape Myplant's strategic direction.
• NürnbergMesse (horticulture events): Large German exhibition group that operates horticulture-related events and competes for international green-industry exhibitors and visitor attention within the European trade fair ecosystem.

Others

• Fiera Milano: Venue partner that hosts Myplant & Garden at Fiera Milano Rho and also organizes its own exhibitions. Indirect strategic relationship — venue economics and competing events at the same venue shape Myplant's operational economics.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCxHq1L1Z8Xb0
• LinkedInlinkedin.com/company/myplant-garden
• Xx.com/MyplantGarden
• Facebookfacebook.com/myplantgarden

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Myplant & Garden