Hasselfors Garden

What Hasselfors Garden does

Hasselfors Garden is a Swedish garden products company that manufactures and distributes soil substrates, fertilizers, seeds, covering materials, and compost for both consumer gardeners and professional landscapers. The company operates 24 manufacturing locations across Sweden and sells a portfolio that includes planting soils (P-jord/Planteringsjord, Tomat & Chilijord, Rhododendronjord), organic fertilizers (Hönsgödsel, Kogödselkompost, pelleted cow manure), specialty plant nutrients, and landscaping substrates (macadam, pumice, mineral soils). Its proprietary competence centers on peat-based growing media, composting and hygienization of organic inputs (poultry manure, cattle manure, biogas digestate), pelleting of organic materials, and mineral-fertilized soil formulations designed to avoid clopyralid contamination associated with circular raw materials. The company also engages in continuous product testing in collaboration with scientific partners to monitor herbicide residue.

Commercially, Hasselfors Garden operates a two-segment go-to-market model. The consumer segment sells through a network of major Swedish retailers including Granngården, Blomsterlandet, Plantigo, Bygghemma, and Svedberga, with direct-to-consumer ordering routed via the company website to retailer fulfillment. The professional landscaping segment supplies soil substrates, mineral soils, planting soils, and urban greening solutions (including certified carbon credits) to landscapers, municipal planners, and landscape architects. Pricing is set by individual retailers on unit-pricing terms. The company generates revenue primarily through one-time product sales, supplemented by sustainability-driven partnerships (e.g., the Bower recycling app).

Hasselfors Garden is a wholly-owned subsidiary of Kekkilä-BVB, which itself is part of Finnish cooperative Neova Group. Kekkilä-BVB reports turnover exceeding 330 million euros across more than 100 countries. In November 2022, Hasselfors Garden acquired Algomin AB and Algomin AS Norway, broadening its fertilizer portfolio with Sweden's most appreciated fertilizer brand (founded 1983, KRAV and ISO certified). The company holds KRAV organic certification for select products and pursues sustainability positioning through pollinator campaigns and packaging-recycling initiatives.

Name

Hasselfors Garden

Legal name

Hasselfors Garden

Website

https://hasselforsgarden.se

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Hasselfors Garden is a Swedish manufacturer and distributor of garden soils, fertilizers, seeds, and landscaping substrates serving home gardeners, retailers, and professional landscapers across Sweden through 24 production sites and a broad retail channel network.

Ownership category

akta.pro rank

Product category

Gardening Soils and Fertilizers

NAICS

Fertilizer and Compost Manufacturing (32531), Compost Manufacturing (325315)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Compost & Soil Amendment Product Manufacturing/Blending (Value-Added Organics) (BPALAEAH)

akta.pro secondary industries

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC), Lawn Nutrition & Biostimulants (Compost Tea, Humic/Fulvic, Microbes) (HSAIAGAF)

Keywords

• Growing media products
• Organic garden fertilizers
• Planting soil products
• Landscaping substrates
• Mulch and bark covering

Headquarters

HQ city

Örebro

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer garden products: Sale of soil products, fertilizers, seeds, covering materials, compost, and garden care products to home gardeners and hobbyists through retail channels.
2. Landscaping products: Sale of professional-grade soil substrates, mineral soils, planting soils, and landscaping materials to professional landscapers, municipal planners, and landscape architects.
3. Algomin fertilizer brand: Following acquisition in November 2022, Hasselfors Garden now offers Algomin fertilizer products which include organic fertilizers and have a strong market position in Sweden with ISO and KRAV certifications.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Hasselfors Garden manufactures and sells peat-based growing media, organic and mineral-fertilized soils, compost products, covering materials (bark, wood chips), seeds, and the Algomin line of sustainable fertilizers for Swedish consumers and professional landscapers. The company operates 24 production sites across Sweden and distributes products through major garden centers, hardware stores, and online retailers.

Product overview

Hasselfors Garden is a Swedish garden products company offering a comprehensive portfolio of soil, fertilizers, and gardening supplies for both consumers and professional landscapers. The product range includes: various soil types (Jord) such as planting soil, universal soil, and specialty soils for tomatoes, herbs, rhododendrons, and more; fertilizers (Gödsel) including chicken manure, cow manure compost, and specialty formulations for fruits, vegetables, and general garden use; covering materials (Täckmaterial) including bark, wood chips, and decorative stones; seeds (Fröer); and compost products. The company also offers professional landscaping products including various substrates and plant soils. Hasselfors Garden is part of Kekkilä-BVB, Europe's leading company in plant substrates, and acquired the Algomin fertilizer brand in 2022. Products are available through retailers across Sweden and the company operates 24 manufacturing locations throughout the country.

Differentiator

Problem solved

Functional benefit

Brands

• Algomin: Sweden's leading fertilizer brand acquired in 2022, known for sustainable fertilizer products with KRAV and ISO certifications.

Products and services

• Jord (Soil) range Hasselfors Garden's umbrella Jord category offering various types of soil products for gardening and planting, including planting soil, universal soil, and specialty soils for specific plant types, sold through major Swedish retailers.
• Gödsel (Fertilizer) range Hasselfors Garden's fertilizer category including organic chicken and cow manure-based products, plus specialty formulations for vegetables, fruits, and general garden plants, sold to home gardeners and professionals.
• Fröer (Seeds) Various seeds for gardening and cultivation sold through Swedish retailers to home gardeners.
• Täckmaterial (Covering materials) Mulching and ground cover materials including bark, wood chips, and decorative stones for protecting beds against weeds, drought, and frost.
• Kompost (Compost) range Composting products for garden waste management sold to home gardeners.
• Växtnäring Universell (Universal Plant Nutrition) Concentrated all-round fertilizer designed for general plant nutrition of all plants at home.
• U-jord / Urnjord (U-soil / Urn soil) Soil marketed as the best choice for summer flowers of all kinds, suitable for urns and containers, available in 15L and 50L bag sizes.
• Växtnäring Tomat & Grönsak (Tomato & Vegetable Plant Nutrition) Plant nutrition designed to give a quick boost to tomatoes, chili, peppers, herbs, and cucumber plants.
• Tomat & Chilijord (Tomato & Chili Soil) Specially fertilized soil for growing tomatoes and chili in pots or plant beds.
• P-jord / Planteringsjord (P-soil / Planting Soil) Mineral-fertilized universal planting soil suitable for growing many kinds of plants; awarded Best in Test by Testfakta in 2024.
• Hönsgödsel (Chicken Manure) Versatile natural chicken manure fertilizer that can be used for all plants in the garden.
• Gödsel för köksträdgården (Fertilizer for Kitchen Garden) Fertilizer adding mild plant power to support excellent harvests in the kitchen garden.
• Gödsel för frukt & bär (Fertilizer for Fruit & Berries) Fertilizer that adds plant power to soil for sweet and tasty harvests of fruits and berries.
• Ört & Grönsaksjord (Herb & Vegetable Soil) Naturally fertilized soil for growing primroses, herbs, and all other vegetables.
• Kogödselkompost (Cow Manure Compost) KRAV-certified cow manure compost providing natural soil improvement, with rich potassium content that promotes flower, fruit, and root formation.
• Pelleterad kogödsel (Pelleted Cow Manure) Pelleted cow manure fertilizer that is easy to spread and handle for use across the whole garden.
• Premium furubark (Premium Pine Bark) Premium pine bark mulching product that protects beds against drought, soil splash, weeds, and winter frost, sourced from Swedish certified forestry.
• Oxidsvart flis (Oxidized Black Wood Chips) Decorative oxidized black wood chips providing attractive garden surfaces while protecting against weeds, soil splash, and evaporation.
• Hampaströ (Hemp Straw) 48L hemp straw mulching product placed on soil in plantings to improve soil quality, preserve moisture, and keep weeds away.
• Trädgårdsgödsel Spira (Garden Fertilizer Spira) Mild starter fertilizer (NPK 10-1-6) for all plants in the garden, suitable for raised beds, open ground, and flower beds.
• Trädgårdsgödsel Mognad (Garden Fertilizer Mognad) Maintenance fertilizer (NPK 2-2-14) rich in phosphorus and potassium, used mainly after midsummer to increase hardiness and prepare plants for winter.
• Rabattdress (Bed Dressing) 40L upgraded R-dress with garden compost that adds new life and plant power to beds and plantings with trees and shrubs.
• Finmald Trädgårdskalk (Fine-ground Garden Lime) 15kg fine-ground natural dolomite lime used to quickly raise soil pH, add calcium and magnesium, and improve structure of clay soils.
• Kornad trädgårdskalk (Granulated Garden Lime) Granulated garden lime that raises soil pH, counteracts acidification, and adds trace elements.
• Rhododendronjord (Rhododendron Soil) Specialty soil for acid-soil plants such as rhododendrons that require a low pH value to thrive.
• Algomin fertilizer line Acquired sustainable fertilizer brand offering organic fertilizers with KRAV and ISO certifications, recognized as Sweden's most appreciated fertilizer brand.
• Makadamsubstrat (Macadam Substrate) Macadam-based substrate for professional landscaping projects sold via the Hasselfors Garden Landscaping channel.
• Pimpstenssubstrat (Pumice Substrate) Pumice-based substrate for professional landscaping applications under the Hasselfors Garden Landscaping line.
• Växtjordar (Plant Soils for Landscaping) Plant soils sold to professional landscapers and municipal planners through the Landscaping product portfolio.
• Mineraljordar (Mineral Soils for Landscaping) Mineral soils for landscaping applications, free from circular raw materials to avoid clopyralid contamination risks, sold to professional buyers.
• Odlingsjordar (Cultivation Soils for Landscaping) Cultivation soils for professional growing applications sold via the Landscaping channel to professional buyers.
• Certifierad kolkredit (Certified Carbon Credit) Certified carbon credit offering bundled with the Landscaping solutions, supporting sustainability goals for urban greening and green-space projects.

Quantifiable outcome

• Hasselfors Garden Planteringsjord named 'Best in Test' by Testfakta 2024
• +2 more outcomes

Named customers4 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

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Algomin ABcoreStrategic or Co-development Partner · 9 November 2022Hasselfors Garden acquired Algomin AB and Algomin AS Norway in November 2022. Algomin is Sweden's leading fertilizer brand and a pioneer in sustainable fertilizers, founded in 1983. The acquisition broadens Hasselfors Garden's product portfolio beyond soil to include fertilizers, strengthening their position as Sweden's premier garden brand.
• BowerminorGTM or Marketing Partner · 1 January 2022Hasselfors Garden partners with Bower, a recycling app that allows consumers to earn points for recycling packaging. This partnership supports Hasselfors Garden's sustainability goals and circular economy initiatives. Consumers can scan product barcodes and deposit packaging at recycling stations to earn points that can be converted to cash, donated to charity, or used as discount coupons.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Kekkilä-BVB: Parent company and direct corporate sibling to Hasselfors Garden; produces and sells peat-based substrates, growing media, and landscaping products across Europe. Highly comparable product portfolio but operates at multi-country scale.
• The Scotts Miracle-Gro Company: Global consumer lawn-and-garden incumbent (Miracle-Gro, Scotts, Osmocote, Kelpie). Comparable in consumer-facing soil and fertilizer brands and retail distribution, though with a much broader international footprint.
• SBM Life Science (Bayer Garden legacy): European home-and-garden crop protection and fertilizer company (formerly Bayer Garden / Natria). Comparable in consumer-facing garden fertilizers and lawn nutrition, though more focused on plant protection than substrates.

Emerging players

• ASB Grünland / Aurea (peat-free substrates): European peat-free substrate specialists gaining share as peat regulation tightens. Comparable in growing-media product category and increasingly relevant as Hasselfors Garden's core peat range faces sustainability headwinds.
• Tildenet Group: UK-based horticulture supplier across growing media, garden care, and packaging. Comparable in peat-substrate and garden-fertilizer categories, particularly in regional and DIY retail.

Direct peers

• Compo GmbH: German manufacturer of consumer fertilizers, lawn care, and growing media sold across European DIY and garden retail. Highly comparable portfolio (peat-based soils, mineral and organic fertilizers, specialty substrates).
• Floragard Vertriebs-GmbH: German peat and substrate manufacturer selling into garden center and DIY channels across Europe. Closely comparable in core peat-based growing media and landscaping substrates.
• Westland Horticulture: UK-based manufacturer of branded growing media, composts, and garden care products (Westland, Jack's Magic, Boost). Directly comparable in peat-based substrates, fertilizer portfolios, and retail-garden-center distribution.
• BVB Substrates (Neova Group): Dutch professional substrate producer also part of Neova Group alongside Kekkilä-BVB. Comparable in peat- and mineral-based substrates serving professional growers and landscaping markets.

Regional players

• Paterson Arran Ltd (Westland Scotland): Independent Scottish peat and growing-media supplier. Comparable peat-based substrates and regional Nordic-adjacent market exposure, though focused on UK/Ireland rather than Sweden.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hasselfors
• Facebookfacebook.com/Hasselforsgarden

Compliance2 records

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 Hasselfors Garden