What Viridea does

Viridea S.r.l. Società Agricola is an Italian specialty retail chain operating garden centers across Northern Italy, originating from Rappo srl (founded 1983) and launching its first Viridea-branded garden center in Cusago (Milan) in 1997. The company operates 11 physical garden centers spanning the provinces of Milano, Monza Brianza, Pavia, Torino, Vicenza, and Brescia, complemented by an e-commerce platform (shop.viridea.it, launched 2019) that ships nationwide. Each location carries approximately 100,000 articles spanning indoor and outdoor plants, gardening tools and supplies, outdoor furniture, BBQ equipment, pet products, home décor, and seasonal items; select sites also house organic food sections, the Erba Matta restaurant brand (founded 2019), and pet grooming services.

The business monetizes through one-time retail transactions across physical stores and the online shop, with secondary service revenue from wedding and event floral arrangements. Pricing is unit-based with a €70 free-shipping threshold online, a €5 newsletter sign-up incentive, gift cards, and the Club Viridea loyalty card that drives repeat visits through monthly category-specific promotions. Customer segments are horizontal personas — home gardeners, pet owners, and home/lifestyle enthusiasts — rather than enterprise or B2B accounts.

The company is privately held, appears founder/family-owned with no disclosed external investors or parent entity, and carries a registered capital of €5,000,000 (the maximum for an Italian S.r.l.). Operational technology is commodity (e-commerce CMS, standard payment and analytics integrations); no proprietary platform, AI/ML systems, or data flywheel is disclosed. Supporting offerings include private label brand Viridea per Passione, two content magazines (Magazine Viridea, Magazine Natù), workshops and courses, the Pollicino Verde educational program for children, and a wholly-owned subsidiary Montebello Srl alongside Erba Matta.

Name

Viridea

Legal name

Viridea S.r.l. Società Agricola

Website

https://viridea.it

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

251–500 employees

Short description

Viridea is Italy's largest dedicated garden center chain, operating 11 retail locations across Northern Italy and a nationwide e-commerce shop, serving home gardeners, pet owners, and lifestyle consumers with approximately 100,000 plants, gardening, outdoor, and home products.

Ownership category

akta.pro rank

Product category

Garden Center Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

akta.pro secondary industries

Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG), Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

Keywords

• Garden center retail
• Gardening supplies
• Outdoor living products
• Pet care products
• Home decor retail

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Physical Store Sales: Revenue generated from sales at 11 physical garden center locations across Northern Italy, offering approximately 100,000 products including plants, gardening supplies, outdoor furniture, pet products, home décor, and seasonal items.
2. E-commerce Sales: Online sales through shop.viridea.it with home delivery across Italy. Shipping partners include GLS, Poste Italiane, SDA, ENERGO LOGISTIC, BRT, and DHL. Free shipping for orders over €70.
3. Services: Additional revenue streams include home delivery service, wedding/event floral arrangements, and pet grooming services at select locations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Viridea operates a multi-store garden center retail chain of 11 physical locations across Northern Italy plus an e-commerce site, selling approximately 100,000 articles including plants, gardening supplies, outdoor furniture, pet products, home decor, and seasonal items. The company also generates revenue from services such as wedding and event floral arrangements, pet grooming at select locations, and courses and workshops, and operates an in-store restaurant brand (Erba Matta).

Product overview

Viridea is a garden center retail chain operating 11 physical locations across Northern Italy (provinces of Milan, Turin, Pavia, Vicenza, Brescia, and Monza Brianza) plus an e-commerce platform (shop.viridea.it) launched in 2019. The company offers approximately 100,000 articles including indoor and outdoor plants, gardening tools, outdoor furniture, BBQ equipment, pet supplies, home decor, and seasonal items like Christmas decorations. Supporting offerings include a loyalty program (Club Viridea), gift cards, educational programs for children (Pollicino Verde), courses and workshops, and floral arrangement services for events. The company also owns the restaurant brand Erba Matta. Viridea operates under Viridea S.r.l. Società Agricola entity and was founded in 1997 in Cusago.

Differentiator

Problem solved

Functional benefit

Brands

• Erba Matta: Restaurant brand dedicated to dining, with the first location opened at the Cusago point of sale in 2019, with plans to expand to other locations
• Viridea per Passione
• Club Viridea

Products and services

• Viridea Garden Center (physical store chain) Retail garden center chain with 11 locations across Northern Italy (Milano, Pavia, Torino, Vicenza, Brescia, and Monza e Brianza provinces) selling plants, gardening supplies, outdoor furniture, pet products, home decor, and seasonal items.
• shop.viridea.it e-commerce store Online store offering a selection of products available in physical stores, including gardening tools, plants, outdoor furniture, BBQ equipment, pet supplies, and home care products, with home delivery throughout Italy.
• Club Viridea loyalty card Loyalty card program offering monthly discounts and promotions exclusive to card members across the 11 garden center locations and shop.viridea.it.
• Viridea Gift Card Gift cards available in-store and online allowing recipients to shop across the Viridea product range at any of the garden centers or the e-commerce site.
• Viridea per Passione (private label) Viridea's private-label product line offering seeds, gardening products, and home care items under the company's own brand.
• Viridea Garden Center Corsi (workshops and courses) Courses and workshops offered at garden center locations covering gardening techniques, DIY projects, plant care, and seasonal activities for customers and enthusiasts.
• Floral Arrangements Service Wedding and event floral arrangement services provided by garden center staff, available across the chain's locations.
• Pet Grooming Service Pet grooming offered at select garden center locations, supporting the Animals retail category with adjacent services.
• Erba Matta (restaurant brand) Restaurant brand founded by Viridea in 2019, with the first location at the Cusago garden center, offering food and beverages in the garden center setting.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• GLSminorOthersShipping and delivery partner used for e-commerce orders. GLS handles package delivery for orders under 20 kg weight.
• Poste ItalianeminorOthersItalian postal service used as shipping partner for small packages under 20 kg.
• SDAminorOthersExpress courier service used for e-commerce delivery.
• BRT (Bartolini)minorOthersExpress courier service used for e-commerce delivery.
• DHLminorOthersInternational express courier used for e-commerce delivery.
• ENERGO LOGISTICminorOthersLogistics partner used for e-commerce deliveries.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Bricoman Italia: Italian professional and DIY retailer (part of ADEO Group) selling building materials, hardware, and garden/outdoor products at scale. Competes with Viridea on gardening and outdoor living categories with a heavier trade/customer mix.
• OBI Italia: Italian subsidiary of the OBI Group DIY chain, offering building materials, garden supplies, plants, and outdoor living products. Overlaps with Viridea on the gardening and outdoor categories while operating a broader home improvement assortment.
• Decathlon Italia: Italian arm of the global sporting goods retailer, increasingly active in outdoor living, gardening, BBQ, and outdoor furniture. Competes for a portion of Viridea's outdoor lifestyle and home/garden customers across Italy.
• IKEA Italia: Italian arm of the global home furnishings retailer, which sells indoor plants, pots, and outdoor/garden accessories. Overlaps with Viridea on indoor plants and home decor categories at scale.

Others

• The Sill: US-based digital-native indoor plant retailer offering direct-to-consumer plant delivery with educational content and subscription. Comparable to Viridea's indoor plants and content-marketing approach, illustrating the digital-first model Viridea is partly converging on.

Emerging players

• Bloomon: Dutch online flower and plant subscription service delivering curated bouquets and plants on a recurring basis. Competes with Viridea for younger, urban consumers preferring digital-first floral and plant purchasing.
• Bakker Spalding: Dutch-headquartered online garden retailer shipping plants, bulbs, seeds, and gardening supplies across Europe including Italy. Represents the digital-native plant retail model that Viridea's shop.viridea.it competes with online.

Direct peers

• Leroy Merlin Italia: Italian arm of the ADEO Group's home improvement chain, the largest DIY retailer in Italy with extensive garden centers selling plants, gardening tools, outdoor furniture, and home decor. Directly competes with Viridea on garden assortment across the same Northern Italian geography.

Regional players

• Interflora Italia: Italian affiliate of the Interflora florist network, focused on flower delivery, bouquets, and event floral arrangements. Directly comparable to Viridea's floral arrangements service line and complementary plant/floral offering.
• Florajet: French online flower delivery network with coverage in Italy and other European markets. Comparable to Viridea's online floral arrangements service and e-commerce flower delivery offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Pinterestpinterest.com/virideait
• Xx.com/viridea
• Facebookfacebook.com/Viridea.it

Revenue estimate

Valuation estimate

Number of profiles

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 Viridea