Hartman

What Hartman does

Hartman Czech s.r.o. is a privately held Czech garden furniture retailer and brand operator, legally registered in Prague with operational roots dating to 1968. The company manufactures, sources, and sells premium outdoor furniture including chairs, tables, loungers, umbrellas, benches, cushions, and complete dining and lounge sets, made from aluminum, certified teak, artificial rattan, synthetic resin, and Sunbrella-upholstered components. Differentiated product features include the AIRPUMP pneumatic backrest adjustment system used in the Flora collection and Quick Dry Foam cushioning technology paired with weather-resistant Textilen and Sunbrella fabrics.

The business operates a direct-to-consumer model combining a proprietary e-commerce storefront on the Shoptet platform (nabytekhartman.cz) with a 600 m2 physical showroom in Cestlice (Global Point). Pricing is in Czech Koruna with VAT included and spans roughly 439 Kč for small accessories to 108,730 Kč for premium complete sets, positioning the brand in the upper-mid to premium tier of the Czech outdoor furniture market. Distribution is concentrated in the Czech Republic, with no disclosed international operations. The primary customer is the residential homeowner segment, supplemented by a secondary hospitality business segment (hotels, restaurants, resorts); no enterprise contracts, named anchor customers, or revenue figures are disclosed. Marketing is digital-first, relying on the company website plus Facebook, Instagram, and email newsletter channels, and the company has stated headcount of 1-10 employees.

Name

Hartman

Legal name

Hartman Czech s.r.o.

Website

https://nabytekhartman.cz

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

1–10 employees

Short description

Hartman Czech s.r.o. is a Czech premium outdoor garden furniture brand and retailer (est. 1968) selling chairs, tables, loungers, sets, and accessories directly to Czech residential homeowners and hospitality businesses via its e-commerce site and a 600 m2 Cestlice showroom.

Ownership category

akta.pro rank

Product category

Outdoor Garden Furniture

NAICS

Household and Institutional Furniture Manufacturing (33712), Nonupholstered Wood Household Furniture Manufacturing (337122), Furniture and Home Furnishings Retailers (4491)

SIC

Household Furniture (2510), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ)

akta.pro secondary industries

Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF), Outdoor Décor & Garden Accents Retail (Yard Art, Planters Décor, Doormats) (CRAIACAI), Outdoor Living Structures Retail (Sheds, Gazebos, Pergolas, Greenhouses) (CRAIAIAG)

Keywords

• Outdoor garden furniture
• Patio furniture sets
• Garden loungers
• Teak garden furniture
• Aluminum outdoor furniture

Headquarters

HQ city

Cestlice

HQ country

Czechia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Hartman generates revenue through direct one-time sales of garden furniture products to end consumers via e-commerce and retail showroom. Products include individual items (chairs, loungers, tables), complete sets/suites, cushions, accessories, and protective covers. The company does not appear to operate on a subscription model.
2. Retail Showroom Sales: Physical showroom sales at the Čestlice location allowing customers to view and purchase products in-person, with pickup and delivery options available.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Hartman manufactures and sells premium outdoor garden furniture including chairs, tables, loungers, umbrellas, cushions, and complete patio sets made from aluminum, teak, artificial rattan, resin, Textilen, and Sunbrella fabrics. The company sells directly to residential customers in the Czech Republic through its own e-commerce platform and a physical showroom, with collections such as Flora, Zaragoza, EVA, Sophie, Skagen, Alice, and Da Vinci forming its product lineup.

Product overview

Hartman is a Czech luxury garden furniture brand established in 1968, distributed through authorized dealers and the e-commerce platform nabytekhartman.cz. The product portfolio centers on the Hartman garden furniture line comprising multiple product categories: garden sets/suites (dining and lounge configurations), garden tables (in teak, aluminum with ceramic/HPL tops), garden chairs and armchairs (dining, reclining, lounge styles), garden loungers/daybeds (with adjustable positions and wheels), benches, umbrellas (market, cantilever, rectangular styles), Sunbrella upholstered furniture, cushions and pillows, and accessories/maintenance products. Materials include aluminum, artificial/artificial rattan, certified teak (SVLK/FSC), and synthetic resin. Named product collections include Flora (with AIRPUMP adjustable mechanism), Zaragoza (with rope weaving), Alice, Da Vinci, Eva, Skagen, and others, each offering specific design aesthetics and material combinations. The company operates showrooms in Prague (Čestlice) and provides service and maintenance products.

Differentiator

Problem solved

Functional benefit

Brands

• Hartman: Main brand for luxury garden furniture including aluminum, teak, rattan, and resin furniture collections

Products and services

• Hartman Flora Collection

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Sieger Gartenmöbel: Sieger is a premium German garden furniture specialist offering dining sets, loungers and accessories using high-grade aluminum, stainless steel and weatherproof fabrics. Highly comparable to Hartman's premium positioning and product construction, with direct overlap on Hartman’s home market.
• Kettler: Kettler is a major European premium outdoor/garden furniture brand with aluminum, textile and rattan sets, dining sets, loungers and accessories. Directly comparable to Hartman in product range, premium positioning, and category, but at significantly larger scale across multiple European markets.
• Weishäupl: Weishäupl is a German luxury outdoor furniture maker known for high-end teak and stainless-steel dining sets, loungers and parasols. Highly comparable to Hartman on materials, premium price band, and target audience of design-conscious residential and hospitality buyers.
• Tribù: Tribù is a Belgian luxury outdoor furniture brand offering high-end teak, aluminum and rope dining/lounge collections targeting residential and hospitality customers. Comparable to Hartman on materials, premium pricing tier, and storytelling around weather-resistant luxury.
• Manutti: Manutti is a Belgian luxury outdoor furniture brand with teak, aluminum and weatherproof textile collections aimed at both residential and high-end hospitality projects. Comparable to Hartman on premium positioning, B2B hospitality channel, and product category overlap.
• Garpa Gartenmöbel: Garpa is a German premium garden furniture brand offering dining and lounge sets, sun loungers, parasols, and accessories in teak, aluminum and weatherproof fabrics. Directly comparable to Hartman in product mix, premium target customer, and Central European retail/DTC channel structure.
• Fermob: Fermob is a French outdoor furniture brand producing premium metal-based dining, lounge, and bistro sets for residential and hospitality use. Comparable to Hartman on premium positioning, design-led brand, and overlap in hospitality/terrace use cases.
• Stern Outdoor Living: Stern is a German outdoor furniture specialist offering aluminum, stainless steel, rope and Textilene dining/lounge sets, sun loungers, and accessories. Directly comparable to Hartman across product categories, material focus, and premium positioning, with overlapping B2C and B2B channels.
• 4Seasons Outdoor: 4Seasons Outdoor is a Dutch premium garden furniture brand with dining sets, lounge sets, loungers and accessories in rope, wicker, aluminum and teak. Comparable to Hartman on product range, material selection, and premium B2C positioning across Europe.
• LifestyleGarden: LifestyleGarden is a UK outdoor furniture brand with aluminum, rattan and Textilene dining/lounge sets and accessories distributed across Europe. Comparable to Hartman on category, materials, and broad product range serving residential outdoor living.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/nabytekhartman
• Instagraminstagram.com/zahradni_nabytek_hartman

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 Hartman