ALLGrass

What ALLGrass does

ALLGrass is the trading brand of PLAROMAT, S.L., a privately held Spanish e-commerce retailer specializing in gardening, outdoor decoration, and related equipment. Founded in 2005 and headquartered in Navalcarnero, Madrid (registered with CIF B87623344 in the Registro Mercantil de Madrid), the company has operated for nearly two decades, transitioning roughly eight years ago from its original offline business into a direct-to-consumer online storefront at tienda.allgrass.net. The legal entity remains small (1-10 employees) and independently held, with no disclosed outside investors, parent company, or subsidiaries.

The company curates a catalog of more than 4,500 SKUs across 14 categories, with artificial grass as its anchor product line (offered in heights from 20mm to 50mm and in specialized variants for sport, children, terraces and custom sizing). Adjacent categories include barbecues, outdoor furniture, machinery and equipment, exterior lighting, pools, exterior wood, crops and urban gardens, decoration, privacy meshes, construction materials, lifting/height-work equipment, pet and farm accessories, and paint mixers. The site is built on WordPress/WooCommerce hosted on IONOS with SSL and integrates Redsys TPV payments; no proprietary technology is developed in-house.

ALLGrass sells exclusively through its own storefront and explicitly avoids marketplaces, citing this as the basis for competitive pricing. Pricing is per unit, square meter or item with a €25 minimum order, free shipping on qualifying orders, volume incentives for large purchases, and study-by-study volume discounts for professional buyers. The customer base is primarily individual Spanish homeowners seeking low-maintenance outdoor solutions (artificial grass, artificial plants, terraces), with a secondary segment of professional landscapers and contractors. Distribution is single-country (Spain, despite multilingual storefront support), and the company markets through organic social (Facebook, X/Twitter, Instagram, Pinterest), an email newsletter, blog content, and a 24/7 AI chatbot for after-hours customer queries.

Name

ALLGrass

Legal name

PLAROMAT, S.L.

Website

https://tienda.allgrass.net

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

PLAROMAT, S.L. (trading as ALLGrass) is a privately held Spanish e-commerce retailer based in Navalcarnero, Madrid, selling directly online a 4,500+ SKU catalog of gardening and outdoor products — anchored by artificial grass and spanning barbecues, outdoor furniture, machinery, pools and lighting — to Spanish homeowners and professional landscapers.

Ownership category

akta.pro rank

Product category

Garden and Outdoor Equipment E-commerce

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

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

akta.pro primary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

Keywords

• Garden equipment retail
• Artificial grass supply
• Outdoor furniture sales
• Garden decoration products
• Outdoor living products

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: ALLGrass generates revenue through direct product sales of gardening, outdoor decoration, and related equipment via its e-commerce platform. The company sells exclusively online without marketplace intermediaries, offering both individual items and volume-based purchasing options. Products include artificial grass, outdoor furniture, barbecues, machinery, lighting, and construction materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

ALLGrass (operated by PLAROMAT, S.L.) runs a direct-to-consumer e-commerce platform (tienda.allgrass.net) selling more than 4,500 gardening, outdoor decoration and related equipment products across 14 categories. The assortment includes artificial grass, barbecues, outdoor furniture, urban gardens, exterior wood, outdoor lighting, machinery, pools, construction materials and artificial plants. Customers order online and the company ships throughout Spain via its own storefront, without selling through any marketplace.

Product overview

ALLGrass operates an e-commerce platform (Tienda ALLGrass) specializing in gardening, garden decoration, and outdoor equipment. The company offers over 4,500 carefully selected products across 14 main categories. The core product offering centers on artificial grass (Césped Artificial) available in heights from 20mm to 50mm, complemented by barbacoas (barbecues), mobiliario exterior (outdoor furniture), cultivos y huertos (crops and gardens), decoración (decoration), ocultación y mallas (privacy screens and meshes), madera exterior (exterior wood), iluminación exterior (exterior lighting), maquinaria y equipos (machinery and equipment), piscinas (pools), construcción (construction), and specialized accessories. The platform functions as a multi-category marketplace connecting customers with various brands including Char-Griller, VENIT, Palmako, Lechuza, DeWalt, Daewoo, Zipper, Verdemax, Poolstar, Lavor, KEEPER, Irega, Graf, Faura, Catral, Garland, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• Artificial Grass (Césped Artificial) Artificial grass available in multiple pile heights (20mm to 50mm) and specialized variants including multi-sport, multi-use, children's play areas, terrace, custom-cut sizing and colored options. Sold to homeowners and professionals for gardens, terraces, playgrounds and sports areas.
• Barbecues (Barbacoas) Outdoor grilling equipment including charcoal, gas and wood-burning barbecues, modular built-in designs, outdoor kitchens, wood/charcoal/gas ovens and paella-specific units for residential and commercial outdoor cooking.
• Outdoor Furniture (Mobiliario Exterior) Outdoor seating and structures including metal storage boxes, garden sheds (wood, resin, metal), fire pits, dining sets, furniture collections, protective covers, canopies, pergolas, children's furniture, urban furniture, wood and synthetic rattan furniture, parasols and playgrounds.
• Crops and Gardens (Cultivos y Huertos) Urban gardening and cultivation products including metal urban gardens, greenhouses, pruning tools, clamps, harvest equipment, irrigation systems with water tanks and hoses, substrates, trellises and crop protection items for hobby gardeners and small growers.
• Decoration (Decoración) Garden and outdoor decoration including Christmas trees, decorative aggregates, garden edgings, wooden blinds, Christmas decorations, decorative spheres, statues, roller blinds, vertical gardens, designer planters, artificial plants and trees (palms, cacti, bamboo, hanging plants, flowering plants), wooden roots and rods, and ceiling fans.
• Privacy Screens and Meshes (Ocultación y Mallas) Privacy screens and fencing including PVC enclosures, LOP woven fencing, natural closures (heather, reed, bamboo, pine bark, fern), shade meshes, protection meshes (metal, plastic, mosquito nets) and artificial hedges.
• Exterior Wood (Madera Exterior) Exterior wood products including lattice screens, wood structures, wooden planters, wood protection products, facade cladding, decking and flooring, fences and railings for outdoor construction and landscaping projects.
• Exterior Lighting (Iluminación Exterior) Outdoor lighting solutions including wall and ceiling fixtures, bollards (stainless steel, corten steel, aluminum), submersible LED spotlights, solar LED lighting, LED lamps, recessed wall and floor lighting, outdoor ceiling panels and LED projectors.
• Machinery and Equipment (Maquinaria y Equipos) Garden and outdoor machinery including lawn mowers, robotic mowers, tractors, hedge cutters, brushcutters, electric and gasoline chainsaws, pole saws, water pumps, generators, pressure washers, electric tools (grinders, drills, sanders, saws, wrenches), wood chippers, mist blowers, scarifiers, lawn sweepers, seeders, augers and laser measurers.
• Pools (Piscinas) Pool products including aluminum and polycarbonate telescopic pool covers without rails for pool protection and preservation.
• Outlet (Clearance) Discounted and clearance products across categories available until stock lasts.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Major Manufacturers in Spain and EuropecoreOthersALLGrass maintains support and alliances with major manufacturers in Spain and Europe, enabling them to offer a select range of products and services for homes and businesses. The company displays numerous brand logos on their website including SLV Iluminación, Palmako, Lechuza, Daewoo, KTL, DeWalt, Char-Griller, Zipper Austria, Verdemax, Poolstar, Lavor, Irega, Graf, Anova, Faura, Catral, Garland, among others.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Others

• Gardena: Gardena (Husqvarna Group) is a leading European garden equipment brand. ALLGrass resells Gardena-adjacent machinery and irrigation products, making Gardena an adjacent supplier/brand rather than a direct channel competitor.
• Poolstar: Poolstar is a European pool and spa equipment brand distributed by ALLGrass. It is an ecosystem/supplier relationship rather than a competing retailer, but its product category (pools) directly overlaps with ALLGrass's pool offerings.
• Verdemax: Verdemax is an Italian manufacturer of gardening and outdoor products that ALLGrass lists as a supplier/partner brand. As a supplier whose products appear on ALLGrass's storefront, it represents an ecosystem relationship rather than a direct channel competitor.

Broad incumbents

• Bricomart: Bricomart (now Bricodepot) is a Spanish building materials and home improvement chain with garden and outdoor sections. It overlaps with ALLGrass in construction materials, garden equipment, and outdoor structures, though its model is store-based.
• Leroy Merlin: Leroy Merlin (Adeo Group) is Spain's largest home improvement and garden retailer, operating physical stores and a robust e-commerce site. It directly competes with ALLGrass across outdoor furniture, barbecues, artificial grass, gardening equipment, and pools, but offers a vastly broader assortment and faster delivery.
• Amazon Spain: Amazon's Spanish storefront sells gardening, outdoor furniture, barbecues, tools, and pool products, often with Prime next-day delivery. It competes with ALLGrass on assortment depth, price, and delivery speed, and aggregates the demand that ALLGrass chooses not to access by remaining marketplace-free.
• Bauhaus: Bauhaus operates DIY and garden centers across Europe including Spain. It competes with ALLGrass in gardening tools, outdoor furniture, machinery, and construction materials, with a wider product depth and physical retail presence.

Direct peers

• ManoMano: ManoMano is a European online marketplace specializing in DIY, home improvement, and garden products. It is a direct competitor in Spain for gardening equipment, outdoor furniture, pools, and tools, though it operates as a marketplace rather than a single-store DTC model.

Emerging players

• Greenmax: Greenmax is a Spanish retailer focused on artificial grass and outdoor surfaces, directly overlapping with ALLGrass's flagship product category. As a smaller specialist, it competes head-to-head on price and selection within artificial turf.

Regional players

• Leroy Merlin Jardin (France): Leroy Merlin France operates a deeper garden catalog and is a regional benchmark for ALLGrass's potential expansion into France, given the company's existing French-language storefront. It serves the same European consumer base but is focused on the French market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/allgrass
• Facebookfacebook.com/allgrassnetwork
• Instagraminstagram.com/allgrass
• Pinterestpinterest.es/allgrass

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 ALLGrass