What Mountfield does

Mountfield a.s. is a Central European omnichannel retailer founded in 2001 and headquartered in Mnichovice, Czech Republic, operating primarily in Slovakia through mountfield.sk and in the Czech Republic via mountfield.cz, with an additional export domain (mountfield-export.com) signaling cross-border reach. The company sells a horizontally diversified assortment spanning garden equipment (lawn mowers, tractors, riders, chainsaws, AKU tools), pools and wellness (frame and recessed pools, hot tubs, saunas, pool chemistry and accessories), home and workshop (power tools, hand tools, generators, compressors, ladders), electric bicycles (full typology from city to senior models plus spare parts), wines and vinotékas (red, white, rosé, sparkling from partner wineries), pet supplies, garden furniture, grills, and camping furniture. Its e-commerce platform is built on the Shopsys Framework, layered with dual loyalty mechanics — a general Vernostný program (points earned on each purchase redeemed for exclusive club pricing) and the specialized Verná labka (additional 30% off promotional pet food prices for repeat pet owners) — plus free home delivery for orders over €80, in-store pickup with store-availability filtering, on-site assembly, repair, and spare-parts services. Customer-facing evidence points to a 24/7 self-service model reinforced by advisory support, YouTube product content, and a customer-card system tied to both loyalty programs.

Revenue is generated through direct one-time product sales across the categories above plus service revenue from repair, assembly, spare parts, and delivery. The pet food vertical operates a four-tier proprietary brand architecture: Tropi (standard), VIVAVITA (premium), CARNIS (selection-quality), and STARVITA (super-premium holistic, made in Czech Republic), with the category reaching 10.5 million kg of annual volume and described internally as a customer service rather than a profit driver. Pricing is positioned at standard retail margins with tiered loyalty-driven discounts layered on top, plus gift vouchers (€20 and €50 denominations). The primary customer is a homeowner with a garden; secondary segments include DIY enthusiasts, outdoor/camping users, and wine enthusiasts, all served through a horizontal segmentation model. The company employs 251-500 people, operates 18 physical retail stores across Slovak cities, sponsors Mountfield HK (ice hockey) and Mountfield Říčany (rugby), and has won the Shoproku e-commerce recognition in 2021, 2022, and 2023, plus a Cena kvality finalist placement in 2023 across Garden and Workshop/Construction categories.

Name

Mountfield

Legal name

Mountfield a.s.

Website

https://mountfield.sk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

251–500 employees

Short description

Mountfield a.s. is a Central European omnichannel retailer operating 18 physical stores across Slovakia and a 24/7 e-commerce platform (mountfield.sk), selling garden equipment, pools, wellness products, home and workshop tools, electric bicycles, wines, and pet food to homeowners and DIY consumers in Slovakia and the Czech Republic under dual loyalty programs (Vernostný and Verná labka).

Ownership category

akta.pro rank

Headquarters

HQ city

Martin

Offices19 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Garden Equipment: Core revenue from garden machinery including lawn mowers, garden tractors, riders, chainsaws, and related equipment
2. Product Sales - Broad Assortment: Diversified product sales across garden furniture, pools, wellness, home & workshop, bicycles, wines, children's toys, and pet supplies
3. Service Revenue: Repair services, spare parts sales, machine assembly, and delivery services
4. Pet Food Sales: Pet food and supplies sales across three quality tiers (Tropi standard, Vivavita premium, StarVita super-premium). Described as a customer service rather than profit-generating activity.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Mountfield is an omnichannel garden and home retailer operating the mountfield.sk e-shop and 18 physical stores across Slovakia. It sells garden equipment, pools and wellness products, outdoor furniture, home and workshop tools, electric bicycles, wines, and pet food across multiple quality tiers, supported by delivery, assembly, and repair services.

Product overview

Mountfield is a Slovak/Czech e-commerce retail company operating as a large omnichannel retailer with both online store and physical store locations. The company offers a diversified product portfolio organized into major categories: Garden Equipment (lawn mowers, tractors, riders, chainsaws), Pools and Wellness (swimming pools, hot tubs, saunas), Home and Workshop (tools, power tools, workshop equipment), Electric Bicycles (various models for different purposes), Wines (red, white, rosé, sparkling), and Pet Supplies. The pet food portfolio is structured across four tiers: standard Tropi, premium VIVAVITA, selection CARNIS, and super-premium holistic STARVITA. The company operates loyalty programs including a general loyalty program and the specialized 'Verná labka' pet loyalty program. Mountfield also offers services such as delivery, assembly, repair, and customer advisory. The product portfolio is complemented by seasonal items like garden grills, camping furniture, and outdoor furniture.

Differentiator

Problem solved

Functional benefit

Products and services

• Garden Equipment (Záhradná technika) Garden machinery including lawn mowers, garden tractors, riders, brushcutters, chainsaws, and related equipment for garden maintenance, sold to homeowners.
• Swimming Pools (Bazény) Swimming pools including frame pools, Azuro pools, and luxury recessed pools, along with pool accessories, filtration, chemistry, and maintenance products, sold to homeowners.
• Garden Furniture (Záhradný nábytok) Outdoor furniture including mesh (tahokov) furniture, tables, chairs, and seating for terraces and balconies, sold to homeowners.
• Home and Workshop (Dom a dielňa) Tools, power tools, hand tools, workshop furniture, aluminum ladders, generators, compressors, and workshop equipment for DIY enthusiasts and homeowners.
• Electric Bicycles (Elektrobicykle) Electric bicycles including men's, women's, mountain, crossover, trekking, city, folding, children's, and senior models, plus accessories, batteries, and spare parts.
• Wines (Vína) Wine selection including red, white, rosé, and sparkling wines, plus wine glasses and wine coolers (vinotéky) from various regions, including exclusive partnerships with select wineries.
• Pet Supplies (Chovateľské potreby) Pet food and supplies for dogs and cats across four quality tiers: Tropi standard, VIVAVITA premium, CARNIS selection, and STARVITA super-premium, including dry food, wet food, treats, and accessories.
• Garden Grills (Záhradné grily) Outdoor grills and BBQ equipment for garden cooking and entertaining.
• Hot Tubs and Spas (Vírivky) Hot tubs and spas including acrylic models for relaxation and hydrotherapy.
• Saunas Saunas for home wellness including various types and sizes for relaxation.
• Pumps and Water Stations (Čerpadlá a vodárne) Water pumps and pumping stations for garden irrigation and water management.
• Hoses and Irrigation (Hadice a zavlažovanie) Garden hoses and irrigation systems for efficient garden watering.
• Camping Furniture (Kempingový nábytok) Portable camping furniture including folding tables and chairs for outdoor activities.
• Vinotéka MTF (Wine Cooler) Wine refrigerators and coolers for storing wine at optimal temperatures, including thermoelectric and compressor models.
• Vernostný Loyalty Program Customer loyalty program offering exclusive club prices, reward points (5-175 points per item), and special discounts on thousands of products, updated weekly.
• Verná labka Pet Owner Loyalty Program Specialized loyalty program for pet owners providing up to 30% additional discount on pet food and supplies beyond regular promotional prices.

Quantifiable outcome

• Pet food sales: 10.5 million kg annually
• +1 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Mountfield HKminorOthersIce hockey club sponsorship. Mountfield a.s. sponsors the Mountfield HK ice hockey team based in Hradec Králové, Czech Republic.
• Mountfield Říčany Rugby ClubminorOthersRugby club sponsorship. Mountfield a.s. sponsors the Mountfield Říčany rugby club.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hagebau: European retail/buying cooperative for DIY, garden, and building materials. Comparable to Mountfield in core garden and home-improvement categories with similar omnichannel dynamics.
• OBI: Large European DIY/home-improvement retailer with stores in CZ/SK. Comparable to Mountfield on the home improvement, garden equipment, and seasonal assortment with a similar customer mission.
• Bauhaus: Western European DIY/home-center chain operating in CZ/SK. Comparable to Mountfield across garden, tools, outdoor living, and broad assortment retail with overlapping customer base.
• Hornbach: Pan-European DIY/home-improvement hypermarket chain with direct operations in Czech Republic and Slovakia. Comparable because it overlaps Mountfield across building materials, garden equipment, tools, and seasonal outdoor categories.

Others

• STIHL: Global manufacturer of chainsaws and outdoor power equipment. Comparable to Mountfield as a key garden-equipment brand potentially sold through its network, illustrating vertical/brand integration Mountfield does not own.
• Husqvarna Group: Leading manufacturer of robotic mowers, garden tractors, and outdoor power products. Comparable to Mountfield through product overlap (riders, tractors, chainsaws) and as a relevant supplier/competitive benchmark for the core garden-equipment category.

Direct peers

• Fressnapf: Europe's largest specialty pet-food and pet-supplies retailer with operations in CEE. Comparable to Mountfield's significant pet food vertical (10.5M kg/year, four proprietary brands), and useful as a benchmark for scaling the pet category.

Regional players

• Dehner: Germany's largest garden center chain. Comparable to Mountfield as a garden-focused omnichannel retailer with strong seasonal assortment and loyalty-style customer programs, though primarily German-centric.
• Starkl: Austrian garden-center and online garden retailer. Comparable to Mountfield as a regional garden specialist with a strong e-commerce garden assortment, focused primarily on Austria.
• Globus Baumarkt: German/Czech DIY and home-center chain with Czech store footprint. Comparable to Mountfield across home improvement and garden categories for the Czech consumer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/mountfieldcz
• Facebookfacebook.com/Mountfield

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Mountfield