What TRUESHOPPING LIMITED does

Trueshopping Limited is a UK-based direct-to-consumer e-commerce retailer operating through trueshopping.co.uk. The business is legally registered as SMGB Limited, a UK private limited company headquartered in Burnley, United Kingdom, and was founded in 2004. The company sells a broad assortment of garden and home improvement products to UK consumers across six core categories: Garden Buildings (metal, plastic, and wooden sheds plus carports and canopies), Garden Furniture (rattan, cast aluminium, polywood and accessories), Outdoor Leisure (BBQs, fire pits, chimineas, pizza ovens and camping gear), Lighting (indoor, outdoor, battery-powered, and emergency lighting, including the proprietary Biard lighting brand), For The Home (heating and household goods), and Tools & DIY (garden power tools, DIY equipment, wet & dry vacuums, spares). Pricing spans roughly £5 to £2,943 per item, with a free UK mainland delivery threshold at £75 and a finance facility offered on purchases above £560.

The underlying technology is a standard e-commerce web platform built for direct consumer sales; there is no disclosed mobile app, no public API, no proprietary AI or data assets, and no modular SaaS architecture. The site is optimised primarily for organic search and content marketing (detailed product pages, FAQs, category descriptions), with email newsletter marketing used for promotional engagement. The operational footprint is small, with 11–50 employees and no disclosed subsidiaries, parent company, or institutional investors.

The revenue model is one-time product sales through the storefront — no subscription, recurring, or licensing revenues are present. Payments are accepted via American Express, Mastercard, Visa, Maestro, and PayPal. The addressable customer base is fragmented: the primary segment is UK homeowners and garden enthusiasts seeking affordable outdoor living and DIY products, with a secondary, narrower commercial segment requiring emergency and security lighting. No B2B contracts, named enterprise customers, or recurring revenue arrangements are disclosed.

Name

TRUESHOPPING LIMITED

Legal name

SMGB Limited

Website

https://trueshopping.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Trueshopping is a UK-based direct-to-consumer e-commerce retailer (legal entity SMGB Limited) selling garden buildings, garden furniture, outdoor leisure, lighting, and DIY tools to UK consumers through trueshopping.co.uk.

Ownership category

akta.pro rank

Product category

Online Home & Garden Retail

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Outdoor Power Equipment Retailers (44423)

SIC

Retail-Department Stores (5311), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

akta.pro secondary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

Keywords

• Garden furniture retail
• Outdoor lighting products
• Garden power tools
• Garden buildings sheds
• Home improvement ecommerce

Headquarters

HQ city

Burnley

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time product sales through e-commerce website. Customers purchase individual items including garden buildings, furniture, power tools, lighting, and outdoor leisure products. No subscription or recurring revenue model.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Trueshopping is a UK-based online retailer (trueshopping.co.uk) selling a wide range of home, garden, and outdoor lifestyle products directly to UK consumers. The catalogue spans six core categories — garden buildings (metal, plastic, and wooden sheds plus carports and canopies), garden furniture (rattan, cast aluminium, and polywood), outdoor leisure (BBQs, fire pits, chimineas, pizza ovens), lighting (indoor, outdoor, emergency, and battery-powered), home heating, and tools & DIY (garden power tools and DIY equipment). Products are dispatched directly to customers with free UK mainland delivery on orders over £75.

Product overview

Trueshopping is a UK-based e-commerce retailer offering a comprehensive range of outdoor living and home improvement products. The product portfolio is organized into six core categories: Garden Buildings (metal, plastic, and wooden sheds plus carports and canopies), Garden Furniture (rattan, cast aluminium, and polywood furniture plus accessories), Outdoor Leisure (BBQs, fire pits, chimineas, pizza ovens, and camping gear), Lighting (indoor, outdoor, emergency, and battery-powered lighting solutions including Biard branded products), For The Home (home heating and household goods), and Tools & DIY (garden power tools, DIY equipment, and maintenance supplies). The company operates as a single e-commerce platform without a modular architecture, offering products directly to consumers through its website with free delivery on orders over £75.

Differentiator

Problem solved

Functional benefit

Brands

• Trueshopping: The primary e-commerce brand selling garden buildings, garden furniture, outdoor leisure, lighting, and tools & DIY products.

Products and services

• Garden Buildings

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights3 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/TrueshoppingUK

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 TRUESHOPPING LIMITED