The Organic Gardening Catalogue

What The Organic Gardening Catalogue does

The Organic Gardening Catalogue is now an organic-focused retail brand operated under Dobies, a UK gardening company established in 1894 and owned by Branded Garden Products Limited. The company retails certified organic vegetable seeds, organic fruit plants, organic flower seeds, and complementary gardening accessories directly to UK home gardeners through the dobies.co.uk e-commerce storefront and a printed catalogue, with customer support via phone, email, and live chat.

Its underlying technology is a standard e-commerce retail platform with an integrated product catalogue organized by plant type, growing season, and customer need. The product range spans hundreds of SKUs across organic and conventional seeds, live plants, seed potatoes, garlic and onion sets, fruit trees, flower bulbs, shrubs, house plants, bedding plants, garden equipment, and bird and wildlife products. Content assets — including monthly sowing and planting guides, a Vegetable Garden Planner, and a Tips & Advice blog — support discovery and education.

Revenue is generated primarily through one-time product sales, supplemented by a £10/year Dobies Gardening Club subscription that provides a 10% discount on every order, vouchers worth £20, and members-only deals, plus delivery fees starting at £2.99. The target customer is a UK-based home gardener, segmented into organic enthusiasts, vegetable growers, and wildlife gardeners. The 2024 merger with Dobies consolidated operations under a single platform while preserving the organic heritage that differentiated the original brand.

Name

The Organic Gardening Catalogue

Legal name

Branded Garden Products Limited

Website

https://organiccatalogue.com

Company type

Private

Founded year

1894

Operating status

Operating

Headcount range

101–250 employees

Short description

The Organic Gardening Catalogue is a UK direct-to-consumer retailer of certified organic seeds, plants, fruit, and flowers, operating as a brand under Dobies (est. 1894) and serving home gardeners through e-commerce, printed catalogue, and a £10/year Gardening Club membership.

Ownership category

akta.pro rank

Product category

Garden Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

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

Keywords

• Organic seeds
• Garden plants
• Vegetable seeds
• Gardening supplies
• Flower bulbs

Headquarters

HQ city

Paignton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct retail sales of organic seeds, plants, fruit, vegetables, flowers, gardening equipment, and accessories through online store and catalog.
2. Gardening Club Membership: Annual subscription membership at £10/year providing members with 10% off all orders and £20 worth of Dobies vouchers.
3. Delivery Services: Shipping and delivery services with fees starting from £2.99 per order.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

The Organic Gardening Catalogue retails organic vegetable seeds, organic flower seeds, organic fruit plants, conventional vegetable and flower seeds, live plants, seed potatoes, garlic, onion sets, fruit trees, shrubs, house plants, bedding plants, garden equipment, and bird/wildlife products directly to home gardeners through the Dobies online storefront and printed catalogue. The company also operates an annual Gardening Club membership subscription providing repeat-customer discounts and benefits.

Product overview

The Organic Gardening Catalogue is now partnered with Dobies, offering an extensive online gardening retail platform with hundreds of products across multiple categories. The product portfolio centers on organic vegetable seeds, organic fruit plants, and organic flower seeds as its core organic offerings, complemented by Dobies' broader range including conventional vegetable seeds, vegetable plants, seed potatoes, garlic bulbs, onions & shallot sets, soft fruit, fruit trees, flower seeds, flower plants, perennial plants, flower bulbs & tubers, garden shrubs, trees, house plants, bedding plants, garden equipment & tools, and bird & wildlife products. The company also offers a Gardening Club membership program. The platform functions as a unified e-commerce catalog with subcategories organized by plant type, growing season, and gardening need, enabling customers to browse and purchase seeds, plants, tools, and accessories.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Vegetable Seeds

Quantifiable outcome

• Over 18,000 5-star Trustpilot reviews

Named customers3 records

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

One partnership is on record.

• DobiescoreStrategic or Co-development PartnerThe Organic Gardening Catalogue has partnered with Dobies, combining nearly 10 years of organic gardening expertise with Dobies' 130+ year heritage. The partnership enables access to Dobies' extensive product range, expert advice, and customer service while maintaining The Organic Gardening Catalogue's trusted organic selection. Existing orders, guarantees, and vouchers are being honored by Dobies.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Suttons Seeds: Long-established UK seed and plant mail-order retailer offering vegetable, flower, and organic seed ranges via catalogue and online. Directly comparable in heritage, channel structure, and product categories to the Dobies/Organic Gardening Catalogue offering.
• Marshalls Garden: UK-based mail-order and online retailer of vegetable seeds, plants, fruit, and garden equipment to home gardeners. Directly comparable in assortment (seeds + live plants + accessories) and the catalogue-led GTM approach.
• Thompson & Morgan: One of the UK's largest mail-order and online seed and plant retailers, with a similarly broad catalogue of vegetable, flower, and organic seeds sold direct-to-consumer. Closely comparable in product mix, channel model (catalogue + e-commerce), and target customer (UK home gardeners).
• Mr Fothergill's Seeds: Specialist seed company selling vegetable, flower, herb, and organic seeds direct-to-consumer via online and retail channels in the UK and Australia. Highly comparable in product depth, organic focus, and hobby-gardener target market.
• Kings Seeds: UK-focused seed specialist offering extensive vegetable, herb, and flower seed ranges with strong organic and heritage variety coverage. Comparable in product specialism and direct-to-gardener positioning.

Emerging players

• Seed Savers Exchange: US non-profit seed company specialising in heirloom and organically grown seeds sold via online catalogue to home gardeners and preservationists. Comparable in mission-driven organic positioning and DTC seed catalogue model.
• Sarah Raven: UK-based premium gardening brand selling seeds, plants, bulbs, and gardening kits online with strong content and seasonal collections. Comparable in DTC model and lifestyle-led content strategy, though positioned more premium and design-led than Organic Catalogue.
• Baker Creek Heirloom Seeds: US specialist in heirloom and organic open-pollinated seeds, selling direct to home gardeners via online and print catalogue. Comparable in organic/heirloom niche positioning and content-led DTC model.

Regional players

• Burpee: Iconic US-based seed and plant retailer offering organic and heirloom vegetable, flower, and herb seeds via catalogue and online. Directly comparable in DTC organic seed model but serves a different primary geography.

Broad incumbents

• Dobbies Garden Centres: UK's largest garden centre chain with broad organic and conventional ranges across seeds, plants, and equipment. A broader incumbent operating across physical retail and online, competing for the same home-gardener wallet share.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/organiccatalog

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 The Organic Gardening Catalogue