What Amgrow does

Amgrow Pty Ltd is an Australian private company headquartered in Rhodes, New South Wales, operating under the trading name Amgrow Home Garden. The company manufactures and distributes a broad portfolio of consumer home garden products, including fertilizers (e.g., Buffalo Lawn Food), herbicides (e.g., Slasher, Bin Die), wetting agents (SaturAid), and pest control solutions (e.g., Rooster Booster), alongside the Shirley's brand range. It also markets a separate professional turf-care sub-brand, Lawnporn, supplying products such as Initiator, Maximus, Mojo, Gold Standard, and Grand Prix to turf management professionals. The business model is a vertically integrated manufacturer-distributor: Amgrow develops proprietary formulations including a NutriPlus bioactiv compound and organic plant extract-based products, then sells through a nationwide Australian retail network of hardware stores, garden centres, and nurseries to home gardeners, with the Lawnporn line targeting a parallel B2B turf-care segment. Reported headcount of 11–50 employees places it in the small-to-mid-sized band of Australian consumer goods operators, with no disclosed funding rounds, acquisitions, leadership changes, or financial figures.

Name

Amgrow

Legal name

Amgrow Pty Ltd

Website

https://amgrow.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Amgrow is an Australian manufacturer and distributor of branded home garden products — fertilizers, herbicides, wetting agents, and pest control — sold through retail chains and via its Lawnporn sub-brand to professional turf customers.

Ownership category

akta.pro rank

Product category

Lawn and Garden Care Products

NAICS

Fertilizer and Compost Manufacturing (32531), Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

Agricultural Chemicals (2870), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Turf & Ornamental Specialty Fertilizers (Golf, Sports Turf, Landscaping) (AFABACAM)

akta.pro secondary industries

Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH), Foliar Fertilizers & Foliar Nutrition Programs (AFABACAC)

Keywords

• Lawn fertilizers
• Garden care products
• Pest control solutions
• Selective herbicides
• Soil wetting agents

Headquarters

HQ city

Rhodes

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Home Garden Product Sales: Amgrow generates revenue through the sale of consumer lawn and garden care products including fertilisers, weed killers, pest control products, and wetting agents sold through retail channels in Australia.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Amgrow develops, manufactures, and distributes consumer-grade lawn and garden care products for the Australian domestic market, including granular and foliar fertilizers, soil wetting agents, selective herbicides, and organic pest control products. Products are sold in standard retail pack sizes (250ml to 25kg) through hardware stores, garden centres, and nurseries nationwide, with specialised formulations for Australian turf species such as buffalo, kikuyu, and couch grasses.

Product overview

Amgrow Home Garden offers a diversified portfolio of lawn and garden care products. The core offerings include a range of fertilizers (Shirley's No 17 Lawn Food, Buffalo Lawn Food, Tropic Lawn Food, Amgrow Lawn Granular Food, Naturals All Purpose Plant Food), wetting agents (Wettasoil with Seaweed Hose On), combination products (Professor Mac 3 in 1 Hose On), and selective herbicides (Bin Die, Kleen Lawn, Buffalo Lawn Weeder, Paspalum/Nutgrass/Clover Weed Killer). The company also markets professional turf products under the Lawnporn sub-brand (Green Light, Root Builder+, Moist, Launch+). Products are available in various formats including hose-on applicators, granular, liquid concentrate, and ready-to-use formulations to serve both consumer and professional lawn care markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Wettasoil with Seaweed Hose On A hose-on wetting agent that improves water penetration and re-wetting of soil, designed to save water, time and money for home lawn and garden maintenance.
• Professor Mac 3 in 1 Hose On A combination product providing lawn food, wetting agent, and organic insecticide containing eucalyptus oil and tea tree oil for control of lawn army worm and African black beetle.
• Buffalo Lawn Food A fertilizer specifically formulated for buffalo and warm season grasses such as kikuyu and couch, containing NutriPlus bioactiv compound, high nitrogen, humic acids, and iron for rich green colour.
• Shirley's No 17 Lawn Food A well-balanced granular fertilizer with added trace elements suitable for all grasses, ideal for both sowing new lawns and maintaining established lawns, with NPK ratio of 9-4-5.
• Bin Die Hose On A broad spectrum selective weed killer suitable for a variety of lawns including buffalo, providing weed control in an easy hose-on application format.
• Lawnporn Green Light A professional foliar fertilizer designed to encourage deep green colour and growth response in turf, containing chelated iron for rapid nutrient uptake and lasting greening effect.
• Lawnporn Root Builder+ A professional grade kelp extract sourced from South Africa, considered the Australian turf industry's best formulation for promoting root development and plant growth hormones.
• Lawnporn Moist A professional wetting agent product designed for spring and summer turf management to help conserve water and improve water infiltration in hydrophobic soils.
• Lawnporn Launch+ A professional grade foliar fertilizer applied to foliage for efficient nutrient delivery, best suited during periods when turf root development is the focus.
• Kleen Lawn Selective Lawn Weeder A selective lawn weeder that controls broad leaf weeds including clover, chickweed, dandelion, dock, and bindii, suitable for couch, bent, and kikuyu lawns but not buffalo.
• Buffalo Lawn Weeder A selective weed control product that controls bindii and other broad leaf weeds without harming buffalo grass lawns.
• Paspalum, Nutgrass & Clover Selective Weed Killer A selective herbicide for control of paspalum, nutgrass, clovers, mullumbimby couch and other weeds in domestic lawns.
• Naturals All Purpose Plant Food A complete natural fertiliser for use on all areas of the garden including native plants, containing aerobically composted poultry manure in easy-to-use pellets.
• Amgrow Seaweed Concentrate A liquid seaweed concentrate that enhances and stimulates root growth, improves drought tolerance and disease resistance in lawns and plants.
• Tropic Lawn Food A well-balanced granular fertiliser with added trace elements suitable for all grasses, promoting vigorous growth and good colour.
• Amgrow Lawn Granular Food A balanced formulation of essential nutrients and trace elements designed specifically for lawns, suitable for all grass types including buffalo, high in nitrogen.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves1 record

Expansion highlights2 records

Direct peers

• Seasol: Australian brand specializing in seaweed-based plant tonics and organic fertilizers used in home gardens and professional horticulture. Directly comparable organic/plant-extract positioning versus Amgrow's seaweed and bioactiv offerings.
• Yates: Iconic Australian home garden brand owned by DuluxGroup, offering fertilizers, pest control and lawn care products through the same retail channels (hardware, garden centres, nurseries) as Amgrow. Directly competes in the same SKUs and customer segment.
• Brunnings: Australian supplier of garden products including fertilizers, mulches, pest control and lawn care, sold through Bunnings and other retail channels. Overlaps with Amgrow in-store at the same retail stockists.
• EcoGrowth: Australian manufacturer of organic and biological fertilizers and soil conditioners for horticulture and agriculture. Comparable organic/input positioning and a focus on the Australian market.
• Multicrop: Australian manufacturer of soluble fertilizers, plant tonics and crop inputs serving both home gardeners and professional users. Highly comparable product mix and channel strategy.
• Richgro: Australian family-owned manufacturer and distributor of garden products including fertilizers, wetting agents, mulches and pest control — a very close head-to-head competitor in the same retail channels and Australian home garden segment.

Regional players

• Tui Products: New Zealand-based garden products brand with fertilizers, lawn care and pest control offerings sold in Australasian retail. Comparable product portfolio and DIY home gardener positioning, but primarily serves the NZ market.

Broad incumbents

• Evergreen Garden Care: European-based home garden care company (former Scotts Europe) marketing brands like Miracle-Gro, Evergreen and Substral across multiple regions. A broad incumbent competing in consumer lawn and garden care worldwide.
• Scotts Miracle-Gro: Global leader in consumer lawn and garden care with brands like Scotts, Miracle-Gro and Ortho. Competes with Amgrow at the brand and shelf level in any market where the two overlap, but operates across a much wider portfolio and geography.
• Premier Tech: Canadian-headquartered global manufacturer of horticulture, agriculture and home garden products including peat, compost and fertilizer solutions. Overlaps with Amgrow in fertilizer manufacturing and consumer/professional horticulture channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Amgrow_Garden
• Facebookfacebook.com/amgrowgarden

Revenue estimate

Valuation estimate

Number of profiles

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 Amgrow