What Pope does

Pope is an Australian garden watering and irrigation products company founded in 1925 and headquartered in Beverley, Australia. The company operates as a subsidiary of Ames Australasia Pty Ltd and celebrated its 100th anniversary in 2025 under the '100 Summers Together' campaign. Pope serves two primary customer segments: DIY home gardeners, addressed through its Gardening Range of hoses, hose reels, sprinklers, fittings, hand watering tools, tap timers, and accessories; and landscape and agricultural professionals, addressed through its Irrigation Range of irrigation controllers, drippers and tricklers, jets and sprays, pop-up sprinklers with variable arc nozzles, drip tubes, stakes and risers, and poly pipe fittings. The company has expanded into smart, IoT-compatible automated irrigation systems targeting the modern agriculture and smart landscape vertical, with reported product performance of up to 35% irrigation efficiency improvement and 20% crop yield consistency gains.

The business is structured around branded consumer hardware sales through a hybrid go-to-market model combining a direct e-commerce storefront at gardeningwithpope.com.au with a 'Where to Buy' retail network across Australia spanning hardware stores, garden centers, and home improvement retailers. Revenue is generated entirely through hardware and equipment sales, with no disclosed subscription, software, or service revenue streams, and no publicly listed pricing on the website. Marketing is content-driven, leveraging an Ideas & Advice blog, video resources, and product guides, supported by a charitable community partnership with Plantfulness.org.au focused on mental health through gardening. The company employs 51-100 staff, is privately held with no disclosed external investors or funding rounds, and operates exclusively in the Australian domestic market.

Name

Pope

Legal name

Ames Australasia Pty Ltd

Website

https://popeproducts.com.au

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

51–100 employees

Short description

Pope is a 100-year-old Australian brand of garden watering and irrigation products, serving DIY home gardeners and landscape/agricultural professionals through hoses, sprinklers, and automated smart irrigation systems distributed via retail and D2C.

Ownership category

akta.pro rank

Product category

Garden Irrigation Equipment

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

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

akta.pro primary industry

Irrigation, Hoses & Watering Systems Retail (CRAIAIAD)

akta.pro secondary industries

Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG), Drip & Micro-Irrigation Systems (Dripline, Tape, Micro-sprays) (AFAAACAA)

Keywords

• Garden watering products
• Irrigation systems
• Drip irrigation
• Pop-up sprinklers
• Garden hoses

Headquarters

HQ city

Beverley

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. Hardware and Equipment Sales: Pope generates revenue through the sale of physical irrigation and gardening products including hoses, sprinklers, fittings, tap timers, irrigation controllers, drip systems, and accessories. Products are sold through direct e-commerce and retail channels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Pope designs, sources, and sells garden watering and irrigation hardware products for the Australian domestic market, organized into two main product ranges. The Gardening Range covers manual watering (hoses, hose reels and carts, sprinklers, fittings, hand watering tools, tap timers, clear vinyl tubing, accessories), while the Irrigation Range covers automated systems (irrigation controllers, drippers and tricklers, jets and sprays, pop-up sprinklers, drip tubes, stakes and risers, poly pipe fittings, accessories). Products are sold through the company's own e-commerce site and through physical retail partners across Australia.

Product overview

Pope is an Australian garden watering and irrigation products company with over a century of history, celebrating 100 years in 2025. The company offers two integrated product ranges: a Gardening Range (hoses, hose reels and carts, sprinklers, fittings, hand watering tools, tap timers, clear vinyl tubing, and accessories) for manual watering tasks, and an Irrigation Range (irrigation controllers, drippers and tricklers, jets and sprays, pop-up sprinklers with variable arc nozzles, drip tubes like Drip Eze, stakes and risers, poly pipe fittings, and irrigation accessories) for automated systems. Pope also offers a limited edition 100 Years commemorative product line. Together, these products enable gardeners to build complete, efficient watering solutions from simple hose-based setups to sophisticated automated drip irrigation systems.

Differentiator

Problem solved

Functional benefit

Brands

• Pope 100 years: Limited edition commemorative range celebrating Pope's 100th anniversary in 2025

Products and services

• Gardening Range Core gardening product line comprising hoses, hose reels and carts, sprinklers, fittings, hand watering tools, tap timers, clear vinyl tubing, and accessories for manual garden watering tasks. Targeted at Australian home gardeners and DIY enthusiasts.
• Irrigation Range Automated irrigation product line including irrigation controllers, drippers and tricklers, jets and sprays, pop-up sprinklers, drip tubes, stakes and risers, poly pipe fittings, and irrigation accessories for efficient automated garden watering. Targeted at home gardeners and professional landscape and agricultural users.
• Hoses Garden hoses available in various sizes for different watering tasks and budgets, part of the core Gardening Range.
• Hose Reels and Carts Hose storage solutions including wall-mounted, portable, and retractable hose reels and carts for residential garden hose management.
• Sprinklers Garden sprinklers for various irrigation needs, including above-ground models for residential lawn and garden watering.
• Fittings Garden hose connectors and fittings including comfort grip hose connector sets and locking clamps for secure hose connections.
• Hand Watering Manual watering tools including hand spray sets and other handheld watering equipment for targeted residential garden watering.
• Tap Timers Automatic tap timers including single outlet tap timers for automated watering schedules.
• Clear Vinyl Tubing Transparent vinyl tubing for various garden irrigation applications.
• Irrigation Control Automated irrigation control systems for managing garden watering schedules and systems.
• Drippers and Tricklers Low-volume watering devices including drippers and tricklers for efficient subsurface irrigation.
• Jets and Sprays Irrigation spray nozzles and jets for targeted garden watering.
• Pop-up Sprinklers Underground pop-up sprinklers including precision models with variable arc nozzles (VAN) for lawn and garden irrigation. Retractable sprinkler heads disappear below ground level when not in use.
• Drip Tube Drip irrigation tubing including Drip Eze products for efficient garden bed watering.
• Stakes and Risers Irrigation mounting hardware including hold-down stakes for securing drip lines and risers for elevating sprinklers.
• Poly Pipe Fittings Fittings specifically designed for poly pipe irrigation systems.
• Pope 100 Years Range Limited edition commemorative product range celebrating Pope's 100th anniversary in 2025, including themed promotional products.

Quantifiable outcome

• Improves irrigation efficiency by up to 35%
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• PlantfulnessminorOthersPope proudly supports Plantfulness, an organization providing time, resources and knowledge to help people in need enjoy the health benefits of gardening. This is a charitable community partnership focused on mental health and wellness through gardening activities.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Antelco: Antelco is an Australia-based manufacturer of micro irrigation products serving agriculture, landscape, and nursery markets. Its drip and micro-irrigation product line competes directly with Pope's Drip Eze and dripper range in the Australian professional and DIY irrigation segments.
• Toro Company: The Toro Company is the most directly comparable peer; Pope is explicitly named alongside Toro as a leading brand in pop-up sprinkler systems. Toro competes across residential and commercial irrigation, outdoor lighting, and lawn care equipment in markets where Pope also plays, making it the closest functional competitor in sprinkler and irrigation categories.
• Hunter Industries: Hunter Industries is a global leader in irrigation products (controllers, rotors, sprays, drip) with strong presence in residential and commercial markets. Pope's Irrigation Range — controllers, drippers, jets, sprays, pop-ups — maps closely to Hunter's core product portfolio, making it a direct product/market peer.
• Nelson Irrigation: Nelson Irrigation is a global manufacturer of sprinklers, spray nozzles, and irrigation control products used in agriculture, landscape, and turf applications. Its product portfolio in pop-up and impact sprinklers overlaps materially with Pope's sprinkler range.
• Netafim: Netafim is a global leader in drip and micro-irrigation technology for agriculture and landscape markets. Pope's Drip Eze and dripper/trickler product line targets the same precision-watering use cases, particularly the agricultural and landscape professional segments Pope explicitly serves.
• Rain Bird: Rain Bird is a major global manufacturer of irrigation products including controllers, valves, rotors, drip and spray products. Its breadth of SKUs across residential and agricultural irrigation directly overlaps with Pope's Gardening and Irrigation Ranges, particularly pop-up sprinklers and drip systems.
• Gardena: Gardena (owned by Husqvarna Group) is a leading European garden watering and irrigation brand with comparable product lines including hoses, sprinklers, drip systems, and smart irrigation. While Pope is Australia-focused and Gardena Europe-focused, the product proposition and DIY-to-pro customer model are highly aligned.
• Orbit Irrigation: Orbit is a U.S.-headquartered manufacturer of residential and commercial irrigation products, including the B-hyve smart watering platform. Its DIY-positioned, smart-enabled product mix directly competes with Pope's smart irrigation controllers and tap-timer offerings.

Regional players

• Hozelock: Hozelock is a UK-based manufacturer of garden watering products, including hoses, sprayers, and irrigation systems. Hozelock parallels Pope's Gardening Range product breadth and serves a similar DIY gardening customer, but in a different geography (UK/Europe).

Broad incumbents

• Kärcher: Kärcher is a large global incumbent in cleaning and outdoor equipment with a garden watering line that competes at the consumer end of the market. While Kärcher's portfolio is broader than Pope's, its watering products (hoses, sprayers) overlap with Pope's Gardening Range.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/popeproductsaustralia

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 Pope