Exbury Gardens

What Exbury Gardens does

Exbury Gardens is a 200-acre woodland garden attraction in the New Forest, Hampshire, operated by the de Rothschild family as a registered charity (No. 801349) since 1955. Founded in 1919 by Lionel de Rothschild, the gardens house world-renowned collections of rhododendrons, azaleas, camellias, and magnolias, plus the world's largest collection of Nerine sarniensis cultivars (1,000 varieties). The site encompasses over 22 miles of pathways and a 1.5-mile narrow-gauge steam railway (12¼" gauge) built in 2001, branded as the Rhododendron Line, which ferries visitors through the gardens on 20-minute journeys.

The commercial model is multi-stream: day admission tickets (from £5.12 child / £11.42 adult with online discount), premium railway experiences (Ride with the Driver at £50, full-day Footplate Experience at £495), annual Friends of Exbury membership subscriptions (individual £70, joint £130, family up to £140), group bookings (minimum 15 people with guided tour add-ons), donations and Gift Aid, tree/bench sponsorship, and on-site retail and catering (gift shop, plant centre, Mr Eddy's Restaurant managed by The Little Kitchen Company). Distribution is direct via the website's online booking platform, on-site ticket sales (cash-free), and partnerships including RHS Partner Garden status. The customers are diverse: families, horticultural enthusiasts, heritage railway fans, organized coach and garden society groups, RHS members, dog owners, and accessibility-needs visitors.

The operating model is seasonal and event-driven, with a year-round calendar spanning spring rhododendron displays, summer hydrangeas and outdoor theatre, autumn Nerine exhibitions, and winter Christmas programming. Marketing combines owned digital channels (website, Instagram, Facebook, email newsletter) with partnership-driven distribution (RHS, New Forest Open Top Bus Tours). The governance structure is family-controlled: Marcus Agius is Chairman of Exbury Gardens Limited, with current-generation de Rothschild family members overseeing horticulture, events, and the endowment fund. The business is not a growth-stage venture but a mature charitable heritage asset, with expansion coming through event programming, premium experiences, and partnerships rather than structural scaling.

Name

Exbury Gardens

Legal name

Exbury Gardens Ltd

Website

https://exbury.co.uk

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

51–100 employees

Short description

Exbury Gardens is a 200-acre heritage woodland garden and narrow-gauge steam railway in the New Forest, Hampshire, operated by the de Rothschild family as a registered charity, serving families, horticultural enthusiasts, and group visitors with admission tickets, memberships, events, and premium railway experiences.

Ownership category

akta.pro rank

Product category

Botanical Gardens

NAICS

Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Parks, Gardens & Botanical Attractions (THAJACAH)

Keywords

• Botanical gardens
• Heritage railway
• Woodland gardens
• Garden memberships
• Horticultural events

Headquarters

HQ city

Southampton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Garden Admission Tickets: Day tickets for access to 200-acre woodland gardens, with seasonal pricing variations and online discount of 10% for advance booking.
2. Steam Railway Rides: Tickets for narrow-gauge steam railway rides (20-minute journeys), with special event pricing for Halloween Ghost Train and Christmas Festive Express.
3. Friends of Exbury Membership: Annual membership subscriptions providing unlimited garden entry, free steam train rides (excluding special events), 10% shop/restaurant discounts, and exclusive event invitations. Direct debit option available for 10% savings.
4. Group Bookings: Discounted admission and railway tickets for groups of 15 or more, with optional guided tour add-ons (Meet and Greet, Senior Guide, Senior Gardener).
5. Donations and Gift Aid: Charitable donations eligible for Gift Aid scheme, increasing value by 25p per £1 donated for UK taxpayers.
6. Tree and Bench Sponsorship: Memorial tree sponsorship at £250 including plaque, and memorial bench sponsorship at £1,800 for 10-year term.
7. On-site Retail and Catering: Gift shop and plant centre sales, catering through Mr Eddy's Restaurant and outdoor cafés managed by The Little Kitchen Company.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Exbury Gardens operates a 200-acre woodland garden visitor attraction in the New Forest, Hampshire, featuring world-renowned rhododendron, azalea, camellia, magnolia, and the world's largest Nerine sarniensis (1,000 cultivars) collections. The attraction includes a narrow-gauge steam railway (12 1/4" gauge, 1.5 miles), on-site dining at Mr Eddy's Restaurant, gift shop and plant centre, annual Friends of Exbury memberships, group guided tours, and a year-round events and workshops programme.

Product overview

Exbury Gardens & Steam Railway is a historic 200-acre woodland garden attraction in the New Forest, Hampshire, offering a unified portfolio of horticultural experiences and related services. The core offering comprises garden admission tickets granting access to world-famous rhododendron, azalea, camellia, and magnolia collections, complemented by the Exbury Steam Railway narrow-gauge railway for elevated garden tours. Supporting amenities include the Gift Shop & Plant Centre, Mr Eddy's Restaurant and catering facilities managed by The Little Kitchen Company, and a Friends of Exbury annual membership programme. The product range extends to premium experiences such as Ride with the Driver and Footplate Experience on the railway, group guided tours, and a diverse events programme including seasonal festivals, outdoor theatre, creative workshops, the Halloween Ghost Train, and Christmas at Exbury festivities. Additional services encompass gift vouchers, mobility scooter hire for accessibility, and the internationally significant Nerine Collection of 1,000 cultivars.

Differentiator

Problem solved

Functional benefit

Brands

• Mr Eddy's Restaurant: On-site restaurant located in the former estate smithy, offering a seasonal menu for brunch, lunch and afternoon tea.
• Old Tennis Courts Outdoor Café
• The Rhododendron Line

Products and services

• Gardens Admission Tickets Day admission tickets to explore Exbury's 200-acre woodland gardens featuring rhododendrons, azaleas, camellias, magnolias, and the Nerine collection, with seasonal pricing and online booking discount.
• Exbury Steam Railway Narrow-gauge (12 1/4 inch) steam railway offering 20-minute rides through the gardens, including views of the Rock Garden, tunnel, bridge, and Dragonfly Pond. Seats up to 90 passengers.
• Gift Shop & Plant Centre Retail facilities at the Visitor Entrance offering books, homewares, gardening gifts, souvenirs, and a wide range of plants including rhododendrons, azaleas, herbaceous plants, and shrubs.
• Mr Eddy's Restaurant & Catering On-site dining options including Mr Eddy's Restaurant (located in the former estate smithy), Old Tennis Courts Outdoor Café, and seasonal pop-ups, managed by award-winning local caterers The Little Kitchen Company.
• Friends of Exbury Membership Annual membership program offering unlimited garden entry, free steam train rides (excluding special events), 10% discounts in shops and catering, exclusive event invitations, and discounts on selected events. Available in individual, joint, and family tiers with direct debit option.
• Gift Vouchers Digital and physical gift vouchers available for day admission and Friends of Exbury membership, valid for one calendar year from purchase date, with Gift Aid option available.
• Group Guided Tours Various guided tour options for groups of 15+ including Meet and Greet (30 minutes), Senior Guide Tour (1.5 hours), and Senior Gardener Tour (2 hours) led by knowledgeable staff.
• Ride with the Driver Experience Premium steam railway experience allowing guests to ride on the driver's footplate for two full circuits of the Rhododendron Line at £50 per person, adults only.
• The Footplate Experience Full-day experience learning to drive a steam locomotive on the Rhododendron Line with 1:1 tuition, including garden admission and train tickets for two guests, at £495 per person, adults only.
• Events & Workshops Programme Year-round seasonal events including Days of Steam, outdoor theatre, workshops (willow flowers, pottery), family activities, music festivals, and seasonal celebrations.
• Halloween Ghost Train Annual Halloween event featuring the Ghost Train with themed theatrical performances, such as 'The Curse of the Haunted Circus,' on the narrow-gauge steam railway.
• Christmas at Exbury Winter festive programme including Christmas Fair, Festive Express Railway Experience, Meet Father Christmas, and Christmas Night Train.
• Mobility Scooter Hire Mobility scooter rental service for visitors with limited mobility, available for morning, afternoon, or full day sessions at £5-£10 per session.
• Nerine Collection & Exhibition World-renowned collection of 1,000 Nerine sarniensis cultivars ('Jewel Lilies' or 'Guernsey Lily'), displayed annually in autumn with an associated Nerine Exhibition and sale.

Named customers5 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor and core.

• Littlehampton Miniature RailwayminorStrategic or Co-development Partner · 1 July 2026Loaned diesel locomotive 'Albert' to Exbury during hot weather to reduce fire risk when steam operations were limited. Albert is a visiting diesel loco in green and cream livery, better suited to pulling multiple carriages.
• Statfold Barn RailwayminorStrategic or Co-development Partner · 1 June 2026Loaned locomotive 'Carol Ann' (built by Exmoor Steam Railway) for Days of Steam weekend celebrating the 25th anniversary of the Exbury Steam Railway.
• The Little Kitchen CompanycoreStrategic or Co-development PartnerAward-winning local caterer manages all on-site catering including Mr Eddy's Restaurant, Old Tennis Courts Outdoor Café, and seasonal pop-ups. Provides varied menus based on quality, locally sourced ingredients. Member of Hampshire Fare supporting local food producers.
• New Forest Open Top Bus TourscoreGTM or Marketing PartnerSummer bus service provides 7 daily stops at Exbury Gardens, offering easy access for visitors without cars. Green route circles the New Forest National Park, stopping at Exbury as a key destination.
• Royal Horticultural Society (RHS)coreGTM or Marketing PartnerExbury Gardens is an RHS Partner Garden, with RHS members receiving free garden entry during September. Provides cross-promotion through RHS channels and membership network.
• British Dragonfly SocietyminorStrategic or Co-development PartnerDragonfly Pond at Exbury Gardens is designated as an official British Dragonfly Society 'hotspot', recognized for dragonfly and damselfly habitat.
• Nerine and Amaryllid SocietyminorStrategic or Co-development PartnerNicholas de Rothschild serves as President of the Nerine and Amaryllid Society, supporting Exbury's world-leading Nerine collection.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Sissinghurst Castle Garden: Iconic heritage woodland/plant garden operated under National Trust stewardship in Kent with comparable visitor proposition: world-famous horticultural collection, seasonal ticket pricing, gift shop, plant centre, and tea room — operating essentially the same business model on similar acreage.
• Hidcote Manor Garden (National Trust): Internationally renowned arts-and-crafts garden in the Cotswolds, National Trust operated, with ticketed admission, plant sales, gift shop, and seasonal interest — competing for the same horticultural enthusiast and high-spend garden visitor that Exbury targets.
• Nymans Garden (National Trust): National Trust heritage garden in Sussex with strong plant collections, woodland setting, restaurant, shop, and ticketed events — operating on a comparable scale and proposition to Exbury in southern England.
• The Lost Gardens of Heligan: Privately operated, large-scale heritage garden attraction in Cornwall offering ticketed admission, plant centre, gift shop, catering, and seasonal events on an estate footprint — the closest private-sector operating analogue to Exbury's charity-led model in the UK garden attraction space.
• Leonardslee Gardens: Reopened privately owned Grade I listed woodland garden in Sussex with similar rhododendron/azalea/camellia collections, ticketed access, hotel and dining operations — competing for the same southern-England heritage-garden visitor segment.
• Stourhead (National Trust): National Trust heritage landscape garden in Wiltshire with admission tickets, membership reciprocity, plant centre, food & beverage, and year-round visitation — directly comparable in scale of garden footprint and visitor experience structure to Exbury.
• Bodnant Garden (National Trust): Major heritage garden in North Wales with notable rhododendron, camellia and magnolia collections — directly overlapping with Exbury's signature plant categories — plus admission tickets, plant centre, café and seasonal events.

Broad incumbents

• RHS Garden Wisley: The flagship RHS garden in Surrey, a direct RHS Partner Garden competitor with similar horticultural collection depth, ticket/membership model, and family-friendly experiential programming. Exbury holds RHS Partner Garden status in part to compete with Wisley for high-engagement gardening visitors.
• Royal Botanic Gardens, Kew: World-leading UK botanic garden with charitable status, large plant collections, ticketed admission, and educational programming — serving a near-identical addressable visitor segment for premium garden experiences in southern England. Marcus Agius, Exbury's chairman, is a former Kew Trustee, evidencing tight peer overlap.

Regional players

• Westonbirt, The National Arboretum: Forestry England-managed tree collection in Gloucestershire with ticketed admission, membership, events programme, café, and gift shop — adjacent rather than directly overlapping with Exbury, but comparable as a publicly accessible, woodland-based heritage attraction with seasonal spectacle and educational programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/exburygardens
• Instagraminstagram.com/exburygardens
• Xx.com/exburygardens

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Exbury Gardens