What Novello does

Novello (NOVELLO s.r.l) is an Italian landscape architecture and construction firm founded in 1985 by Marino Novello and headquartered in Montichiari (Brescia), Italy. The company delivers turnkey landscape design, planning, and construction services for luxury private villas, hotels and resorts, sports facilities, beach establishments, and real estate developers, with international offices in Russia, Ukraine, Cambodia, and Azerbaijan and sales agents in Egypt.

Its core technology is built on a portfolio of proprietary patented installation systems — Ring, Quinte, Wimabust, Nesobust, Smart Garden, and Floating Garden — combined with the "Gli Unici di Novello" branded product line. The firm backs these systems with a vertically integrated physical asset base of seven nurseries spanning four microclimates, enabling in-house plant propagation and supply chain control from design through construction.

Novello generates revenue through project-based contracts on large-scale landscape works, evidenced by marquee engagements such as the Bilgah Beach Hotel (Jumeirah) turnkey project won against 13 international competitors. The go-to-market is a high-touch, design-build model with end-to-end delivery, targeted at ultra-high-net-worth residential, luxury hospitality, and developer clients. Ancillary revenue streams include the Novello Sport division (sports facility construction) and the Landscape School (training and knowledge transfer).

Name

Novello

Legal name

NOVELLO s.r.l

Website

https://novello.eu

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Novello is an Italian landscape architecture and construction firm founded in 1985 that delivers turnkey design, planning, and construction services for luxury villas, hotels and resorts, sports facilities, and beach establishments, supported by patented systems and seven nurseries across four microclimates.

Ownership category

akta.pro rank

Headquarters

HQ city

Brescia

HQ country

Italy

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Landscape Design and Construction Projects: Turnkey landscape design and construction services delivering complete projects including green spaces, paving, irrigation systems, lighting, electrical, video surveillance, alarm systems, furniture, lighting fixtures, pools, lakes, water features, and more. Projects span private villas, hotels, resorts, golf courses, and public spaces. Revenue is project-based with one-time payments per completed landscape.
2. General Contracting Services: General contractor services for landscape execution of their own projects and those of international designers, providing complete project delivery from design through construction.
3. Plants Broker: Large plant supplies at competitive prices from nurseries in 4 different microclimates (Spain, Italy, Eastern Europe, Egypt). Logistics service ensuring plant health worldwide.
4. Manufactured Products (Unici di Novello): Proprietary manufactured products including Quinte, Wimabust, Nesobust, Ring, Giochi, Kopo, Ulio, Totem, Telnov, Smart Garden components, Fibre, Kidete, Kenze, Kibatari, Mchunguzi, Kibanda. These are patented/proprietary landscape elements sold as part of projects or potentially separately.
5. Landscape School and Training: Training courses for landscape specialization, similar to a 16th-century Italian workshop/school model, transmitting knowledge to collaborators and course attendees.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Novello is a high-end Italian landscape architecture and construction firm that delivers turnkey garden and outdoor projects for luxury private villas, hotels, resorts, sports facilities, and real estate developments. The company provides complete end-to-end services covering design, plant sourcing, paving, irrigation, lighting, electrical, video surveillance, pools, water features, and integrated automation through proprietary patented systems. It also manufactures a catalog of patented landscape products ("Gli Unici di Novello") and operates a multi-microclimate plant nursery network across Europe and Egypt.

Product overview

Novello Giardini Italiani offers a comprehensive landscape design and construction ecosystem centered on proprietary patented systems and manufactured products. The core portfolio includes the Smart Garden (centralized garden management system), Ring (multifunctional infrastructure distribution system), Wimabust (vertical gardens), Nesobust (roof gardens), and Quinte (vegetative architectural structures). Supporting products include decorative planters (Ulio, Kopo, Kidete), lighting fixtures (Kibatari), paving solutions (Fibre), garden games, and specialized nurseries. Services span turnkey garden design and construction, general contracting, plants brokerage, landscape education, and property redevelopment. The company operates Novello Sport as a specialized division for sports facilities. Projects span 17 garden typologies including Mediterranean, Formal, Floating, and Terrace gardens, alongside ambitious themed developments like Western City and Rain City. The approach integrates patented systems for irrigation, illumination, audio/video, and domotics into unified landscape solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Novello Sport: Division dedicated to outdoor sports facility construction including golf courses, swimming pools, tennis courts, equestrian centers, and adventure parks
• Plants Broker
• Novello School
• General Contracting

Products and services

• General Contracting
• Plants Broker
• Landscape School
• Riqualifica (Property Improvement)
• Novello Sport
• Ring System
• Smart Garden
• Wimabust
• Nesobust
• Quinte
• Floating Garden
• Ulio
• Kopo
• Kidete
• Totem
• Kibanda
• Telnov
• Kenze
• Mchunguzi
• Kibatari
• Fibre
• Giochi
• Nursery

Quantifiable outcome

• Projects completed in 2 months after material supply for major hotel projects
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Nazim Vliyev (Arch. Vliyev)coreStrategic or Co-development PartnerProminent Azerbaijani architect with studio in Baku, responsible for major projects including the Bilgah Beach Hotel of Jumeirah chain. Collaborates with Novello on landscape design for his architectural projects. Selected Novello among 12 international companies for the Jumeirah Baku project, citing complete and guaranteed service.
• Studio D73minorStrategic or Co-development PartnerDesign studio specializing in commercial and residential design, interior design, and integrated communication with offices in Brescia, Moscow, and Tunis. Works with Novello on landscape design aspects of their architectural projects.
• Studio AmatoriminorStrategic or Co-development PartnerDesign studio operating with fixed-price contracts that collaborates with Novello on exclusive landscape projects, emphasizing quality and value creation through client-focused design.
• Pac InternationalminorStrategic or Co-development PartnerInternational construction studio operating from conceptual design through architectural phases, with numerous prestigious commercial and private projects. Works with Novello on landscape integration for their projects.
• Jumeirah (Bilgah Beach Hotel)coreStrategic or Co-development PartnerInternational luxury hotel chain for which Novello designed and built the exterior landscape of Bilgah Beach Hotel in Baku, Azerbaijan. The project was awarded to Novello after selection among 13 international competitors. Project included 14,000 sqm roads, 1,000 sqm water features, and 200 geysers.

Scale indicators8 records

Recent moves6 records

Expansion highlights10 records

Direct peers

• Stefano Boeri Architetti: Milan-based architecture studio known for the 'Bosco Verticale' (vertical forest) typology. Directly comparable to Novello in combining Italian design pedigree with proprietary green-architecture systems that integrate vegetation into building envelopes.
• Piet Oudolf: Dutch garden designer internationally renowned for naturalistic planting design in private estates, public gardens, and hospitality settings (e.g., High Line, Lurie Garden). Comparable to Novello as a luxury, signature-driven landscape designer with international hospitality clients.
• James Corner Field Operations: New York-based landscape architecture and urban design studio behind marquee public-realm projects (e.g., High Line). Directly comparable as a premium, design-led landscape architecture firm with proprietary design methodologies and a global project footprint.
• SWA Group: Internationally recognized landscape architecture, urban design, and planning firm headquartered in California with global projects. Closely comparable to Novello as a high-end, multi-continent landscape architecture practice serving luxury, hospitality, and large-scale master-planned environments.
• Lifescapes International: California-based landscape architecture and construction firm focused on luxury residential estates. Comparable to Novello in delivering turnkey, design-build landscape services to ultra-high-net-worth clients.
• Oehme, van Sweden: High-end Washington, D.C.-based landscape architecture firm known for estate-scale and institutional gardens. Comparable to Novello in serving luxury private estates and demanding institutional clients with refined, horticulturally driven design.
• The Land Group: U.S. landscape architecture, construction, and maintenance firm serving luxury residential and hospitality clients. Comparable to Novello as an integrated design-build contractor operating at the upper end of the landscape market.

Broad incumbents

• SiteOne Landscape Supply: Largest U.S. wholesale distributor of landscape supplies, irrigation, and nursery products. Comparable to Novello's Plants Broker service and nursery operations, but operating as a broad-line distributor rather than a luxury plant curator.
• BrightView Holdings: Largest U.S. commercial landscape services company offering design, construction, maintenance, and snow services. Comparable to Novello as a landscape services incumbent, but operating at mass-market scale rather than a luxury niche.

Emerging players

• Future Green Studio: Brooklyn-based landscape architecture and urban design studio focused on ecological, civic, and high-end residential projects. Comparable to Novello as a design-forward boutique landscape practice, though smaller in scale and primarily U.S.-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/novelloitalia
• YouTubeyoutube.com/user/novellotv
• Facebookfacebook.com/novelloitalia
• LinkedInlinkedin.com/company/novello-s-r-l-
• Instagraminstagram.com/novelloitalia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Novello