Horticom

What Horticom does

Horticom Limited is a privately held New Zealand importer and distributor of garden, hardware, and home improvement products, headquartered in Hobsonville, Auckland. The company sources products directly from principle factories in China, the United Kingdom, and Europe, and distributes them to New Zealand's leading hardware chains (Bunnings Warehouse, Mitre 10), independent garden centres (Palmers, Kings Plant Barn, Nichols), building supplies retailers (Placemakers), specialty retailers (Stihl Shop), and variety stores. Horticom operates as a preferred supplier to these retail partners, with a hands-on merchandising model supported by Category Managers, Area Managers, and Customer Services that work directly in stores.

The company's product portfolio spans approximately 10 categories including garden, cutting tools, watering, cleaning, pest control, fencing/landscaping, waterproofing, hardware, BBQ, paint, and containers. Horticom holds distribution rights for a roster of international brands including Fiskars (Finland), Hozelock (UK), Brunnings (Australia), Crommelin (Australia/Asia), Simple Green, Pink Stuff, Oldfields, Peak Group, Gerber, and Euro3plast. The company reports revenue through wholesale margins on imported products and does not sell directly to consumers.

Horticom began as a fertiliser distributor to retail garden centres and transitioned in the 1990s toward general garden merchandise with global sourcing. Between 2000 and 2005, it expanded beyond garden into storage, cleaning, and electrical categories, becoming a multi-category supplier. The business is leadership-stable under Managing Director Tim Johnson and General Manager Grant Larcombe, with no disclosed external investors or institutional ownership.

Name

Horticom

Legal name

Horticom Limited

Website

https://horticom.co.nz

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Horticom is a New Zealand importer and distributor of garden, hardware, and home improvement products, operating as a preferred supplier to the country's leading hardware chains, independent garden centres, and variety stores via direct factory sourcing from China, the UK, and Europe.

Ownership category

akta.pro rank

Product category

Garden and Hardware Product Distribution

NAICS

Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Wholesale-Hardware & Plumbing & Heating Equipment & Supplies (5070)

akta.pro primary industry

Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)

akta.pro secondary industry

HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)

Keywords

• Garden product distribution
• Hardware wholesale supply
• Garden centre supplies
• Wholesale import distribution
• Consumer goods distribution

Headquarters

HQ city

Hobsonville

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Product Distribution: Horticom generates revenue by importing and distributing garden, hardware, and home products to major retail chains in New Zealand. Their model involves sourcing products directly from principle factories in China, UK, and Europe, and distributing through leading hardware chains, garden centres, and variety stores. Revenue is derived from the margin between import/wholesale costs and retail distribution.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels2 records

Core offering

Horticom imports and distributes garden, hardware, cleaning, fencing, pest control, watering, waterproofing, BBQ, paint, and container products to New Zealand's leading hardware chains, independent garden centres, and variety stores. The company sources products directly from principle factories in China, the UK, and Europe, and distributes them under multi-brand category programs supported by category management, account management, in-store merchandising, and logistics services.

Product overview

Horticom is a New Zealand-based importer and distributor of garden and hardware products, serving as a preferred supplier to leading hardware chains, independent garden centres, and variety stores. The company does not offer a single software product but rather distributes a multi-category portfolio of branded consumer and trade products sourced from factories in China, the UK, and Europe, as well as from New Zealand manufacturers. Its product range spans multiple categories covered by its downloadable catalogues: Garden (fertilisers, lawn seed, potting mixes via Brunnings and Grow It), Cutting Tools (Fiskars, Gerber), Watering (Hozelock), Cleaning (Simple Green, Pink Stuff), Pest Control (Big Cheese, Buzz, Go Trap, On-Guard), Fencing/Landscaping (Peak Balustrade aluminium systems and No-Dig Fencing), Waterproofing/Coatings (Crommelin), Hardware (Oldfields painting accessories, scaffolding), BBQ (Espetosul rotisserie skewers), Paint (Crommelin coatings, Gillys furniture paint), and Containers (Euro3plast pots and home accessories). The company supports these product lines with category management, account management, and customer service teams, and uses forecasting tools to manage supply and demand.

Differentiator

Problem solved

Functional benefit

Products and services

• Garden Catalogue Garden product range including fertilisers, lawn seed, potting mixes, composts, and Brunnings and Grow It branded garden products, supplied to New Zealand hardware chains and garden centres.
• Cutting Tools Catalogue Cutting tools and hand tools programme distributed to New Zealand retailers, featuring Fiskars garden and household tools and Gerber professional knives and multi-tools.
• Watering Catalogue (Hozelock) Garden watering programme distributing the full Hozelock range across New Zealand, encompassing watering, spraying, plant protection and pond solutions.
• Cleaning Catalogue Cleaning product range distributed to New Zealand retailers, including Simple Green biodegradable cleaners and Pink Stuff Miracle Cleaning Paste.
• Pest Control - Rodent Catalogue Rodent control product range distributed to New Zealand retailers, featuring The Big Cheese and Buzz poison-free pest control brands.
• Fencing Catalogue (Peak) Fencing and landscaping products distributed to New Zealand retailers, including Peak Aluminium Balustrade systems and No-Dig Fencing for DIY and trade home improvement.
• Waterproofing Catalogue (Crommelin) Waterproofing and coating products distributed to New Zealand and Asia-Pacific commercial construction and home improvement markets, featuring the Crommelin brand's waterproofing membranes, concrete and stone sealers, paint and specialty coatings.
• Hardware Catalogue Hardware products distributed to New Zealand retailers, including Gerber tools and Oldfields painting accessories and scaffolding.
• BBQ Catalogue (Espetosul) BBQ product range distributed to New Zealand and Australasian wholesalers, major retailers and BBQ specialists, including Espetosul powered rotisserie skewers.
• Paint Catalogue Paint and specialty coatings distributed to New Zealand retailers, including Crommelin coatings and Gillys furniture paint range.
• Containers Catalogue (Euro3plast) Plastic containers, pots, home accessories, and lamps programme sourced from Italian manufacturer Euro3plast and distributed to New Zealand retailers.

Named customers8 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

Nine partnerships are on record, tiered core.

• Oldfields Holdings LimitedcoreChannel Partner/ Reseller/ DistributorOldfields, an Australian ASX-listed manufacturer of painting accessories and scaffolding, uses Horticom as their exclusive distributor across New Zealand. Oldfields has been a trusted Australian brand since 1916, with manufacturing facilities in Sydney and China. This exclusive distribution relationship enables Oldfields products to reach New Zealand customers through Horticom's established retail network.
• Bunnings WarehousecoreChannel Partner/ Reseller/ DistributorHorticom is a preferred supplier to Bunnings Warehouse, New Zealand's largest home improvement retailer. The partnership involves supplying garden, hardware, cleaning, and related products through Bunnings' extensive retail network.
• Mitre 10coreChannel Partner/ Reseller/ DistributorHorticom is a preferred supplier to Mitre 10, a leading New Zealand hardware retail chain. The partnership covers supply of garden, hardware, and home product categories through Mitre 10's network.
• Brunnings Garden ProductscoreChannel Partner/ Reseller/ DistributorBrunnings Garden Products, one of Australia's largest home gardening brands (169+ years in operation), partners with Horticom for New Zealand distribution. Brunnings is an industry leader in lawn seed, fertilisers, weed killers, potting mixes and composts, and also distributes the Gardman range of garden accessories.
• HozelockcoreChannel Partner/ Reseller/ DistributorHozelock, a global garden equipment manufacturer headquartered in Birmingham, UK, with over 75% of products made in Britain, partners with Horticom for New Zealand distribution. Hozelock offers comprehensive garden watering, spraying, plant protection and pond solutions.
• FiskarscoreChannel Partner/ Reseller/ DistributorFiskars, the 375-year-old Finnish company best known for its iconic orange-handled scissors and functional gardening products, partners with Horticom for New Zealand market distribution.
• CrommelincoreChannel Partner/ Reseller/ DistributorCrommelin, a leading Australian manufacturer of waterproofing membranes, concrete and stone sealers, paint and specialty coatings with 60+ years of industry experience, partners with Horticom for distribution in New Zealand and throughout Asia.
• Simple GreencoreChannel Partner/ Reseller/ DistributorSimple Green, the Original Green Cleaner with 50 years of history as an effective biodegradable cleaning product, is distributed by Horticom in New Zealand. The brand was founded by Bruce FaBrizio who developed the formula in response to dangerous chemicals used in the 1970s.
• Peak Group of CompaniescoreChannel Partner/ Reseller/ DistributorPeak Group of Companies, a leader in home improvement throughout New Zealand, Australia, Canada and the United States, partners with Horticom for distribution. Peak is a highly valued strategic partner of Bunnings Warehouse and offers innovative products including aluminium balustrade systems and No-Dig Fencing.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Market position

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/horticomnz

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Horticom