Hageland

What Hageland does

Hagelandgruppen AS is the corporate coordinator (Kjedekontor) of a nationwide Norwegian fagkjede (professional chain) of garden centers operating under the Hageland brand from its head office at Billingstadsletta 25, Billingstad. The chain comprises more than 103 independently owned and operated garden centers across Norway, many of them multi-generational family businesses, selling plants, garden furniture, tools, soil, fertilizers, greenhouses, grills, outdoor décor, bird food, and grave decorations. Hageland also markets a private-label line of consumables including Langtidsgjødsel long-term fertilizer, Helgjødsel, Hagegjødsel, and Hagesand. The chain has been recognized by Handelshøyskolen BI's Norsk Kundebarometer as a category winner in Garden and Plants in both 2024 and 2025, ranking 16th of 157 Norwegian businesses on customer satisfaction and loyalty.

The company's commercial infrastructure is built on three pillars: physical retail across 100+ Norwegian locations, an e-commerce storefront at hageland.no with home delivery and a Click & Collect (Klikk og hent) reservation service, and the Mitt Hageland loyalty program that awards 1 point per NOK spent with quarterly bonus-check redemptions. Hagelandgruppen AS itself is lean — listed headcount of 1-10 at the Kjedekontor — with category managers for plants, garden furniture, tools, and a marketing/customer-club lead, an e-commerce manager, an ICT manager, and a master data manager under Administrative Director Lene Veslum. Customer-facing payment integrations include Norwegian mobile wallet Vipps for Click & Collect orders, and a Saldo.app (igive.no) integration for gift card balance checks; electronic gift cards with a 100 NOK minimum are redeemable across all member stores.

Hageland sources assortment depth from a curated portfolio of premium Nordic and European brand partners — Fiskars, Gardena, Nelson Garden, Elho, Napoleon Grills, Brafab, LIFE Outdoor Living, Biohort, Bergs Potter, and BEDD — alongside its own-brand consumables. Go-to-market spans social media (Facebook, Instagram, YouTube), email marketing through Mitt Hageland, and the Hagen Din educational content library on gardening, seasonal calendars, and plant care. The legal entity is a Norwegian private limited company (org.nr. 913 589 475), privately held with no institutional parent, no public listing, and no external funding rounds disclosed.

Name

Hageland

Legal name

Hagelandgruppen AS

Website

http://www.hageland.no

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Short description

Hagelandgruppen AS coordinates a nationwide Norwegian chain of 103+ independently owned garden centers selling plants, garden furniture, tools, grills, and outdoor décor, supported by an e-commerce platform, Click & Collect service, and the Mitt Hageland loyalty program.

Ownership category

akta.pro rank

Product category

Garden Center Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC), Pest Control & Animal Deterrents Retail (Garden/Outdoor Use) (CRAIAIAL)

Keywords

• Garden center retail
• Plants and seeds
• Outdoor furniture
• Garden tools and supplies
• Lawn and fertilizer care

Headquarters

HQ city

Drammen

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail sales of garden products: Hageland generates revenue through retail sales of plants, flowers, garden furniture, tools, fertilizers, soil, pots, grills, outdoor decor, and other garden-related products across their network of over 100 garden centers in Norway. Customers can purchase in-store or through the e-commerce website with home delivery or click-and-collect options.
2. Gift cards: Electronic gift cards sold at Hageland garden centers nationwide. Cards work as payment in all Hageland stores and can have any denomination with a minimum of 100 NOK.
3. Mitt Hageland loyalty program: Customer loyalty program where members earn bonus points (1 point per 1 krone spent) on purchases. Bonus checks are issued 4 times per year based on accumulated points. Points can be redeemed for bonus checks (e.g., 2500 points = 50 kr, 5000 points = 100 kr).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Hageland operates a nationwide chain of more than 100 physical garden centers in Norway, complemented by an e-commerce site (hageland.no) that supports home delivery and Click & Collect. The assortment covers live plants (indoor and outdoor), seeds and propagation supplies, soil, fertilizer and bark, garden furniture, grills, pots and planters, greenhouses, garden tools, outdoor décor, bird food, and grave decorations, including Hageland's own-brand soil and fertilizer products. Supporting offerings include the Mitt Hageland customer loyalty program, electronic gift cards, and in-store expert advice from family-run gardening operators.

Product overview

Hageland is a nationwide Norwegian garden center chain comprising over 100 stores, offering a comprehensive range of gardening and outdoor living products. The product portfolio includes garden furniture (hagemøbler), outdoor plants (uteplanter), grow-your-own products (dyrke selv), lawn care (plen), soil/fertilizer/bark (jord, gjødsel, bark), planters and pots (krukker og potter), greenhouses (drivhus og veksthus), indoor plants (inneplanter), garden tools (hageredskap), grills, outdoor room décor, bird food, and grave decorations. Hageland also offers its own brand products including Hageland Long-term Fertilizer, Complete Fertilizer (Helgjødsel), Garden Fertilizer (Hagegjødsel), and Garden Sand. Services include the Mitt Hageland loyalty program, Click & Collect (Klikk og Hent), and gift cards. The company partners with brands including Bergs Potter, BEDD, Biohort, Fiskars, Gardena, Nelson Garden, Elho, Napoleon Grills, Brafab, and LIFE Outdoor Living. Product categories span ornamental grasses (prydgress), trees (trær), and fruit and berries (frukt og bær) as specialized sub-categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Garden Furniture (Hagemøbler) Outdoor furniture assortment including sofa groups, dining groups, lounge furniture, outdoor kitchens, café sets, garden benches, chairs, tables, sun loungers, parasols, cushions, outdoor rugs, cushion boxes, outdoor cabinets, furniture covers, and care products, sold at Hageland garden centers and on hageland.no.
• Outdoor Plants (Uteplanter) Outdoor living plants including summer flowers, perennial garden plants, and Mediterranean plants, offered with seasonal promotions for Norwegian consumers.
• Grow Your Own (Dyrke selv) Self-cultivation assortment including seeds, sowing equipment, grow lights, cuttings, flower bulbs, plant boxes and pallet collars, and vegetable plants.
• Lawn (Plen) Lawn care products including lawn seeds and lawn fertilizer for lawn establishment and maintenance.
• Soil, Fertilizer, Bark (Jord, gjødsel, bark) Soil products including various types of garden soil, fertilizers and plant nutrition, and bark for garden beds and landscaping, including Hageland's own-brand soil and fertilizer SKUs.
• Planters and Pots (Krukker og potter) Outdoor planters, flower pots, balcony and veranda boxes, and vases for indoor and outdoor use, sourced from brands including Bergs Potter, BEDD, and Elho.
• Greenhouses (Drivhus og veksthus) Greenhouses and growth houses including full-size greenhouses, compact greenhouses, and greenhouse accessories.
• Indoor Plants (Inneplanter) Indoor plants including green indoor plants, flowering indoor plants, bouquets, and Christmas flowers.
• Garden Tools (Hageredskap) Garden tools and equipment including pruning tools, gloves, rakes, forks, hand tools, trellises, plant ties, spades, watering equipment, lawn mowing, lawn edging, pest control, weed control, and snow removal, from brands including Fiskars and Gardena.
• Grills (Grill) Grills including gas grills, pizza ovens and accessories, charcoal grills, and grill accessories, including Napoleon-brand products.
• Outdoor Room & Interior (Uterom og interiør) Outdoor room and interior decor including artificial plants and flowers, 17th May decorations, serving and table setting, outdoor rugs, lanterns and candlesticks, garden decorations, Easter decorations, water mirrors, pergolas, cushions, throws and blankets, and cube candles.
• Bird Food (Fuglemat) Bird food and bird feeders for feeding garden birds in Norwegian gardens.
• Grave Decorations (Gravpynt) Grave decorations and memorial arrangements for cemetery visits, offered seasonally at Hageland garden centers.
• Hageland Langtidsgjødsel (Long-term Fertilizer) Hageland own-brand coated fertilizer that releases nutrients over 3-4 months. Temperature and moisture trigger nutrient release, providing more nutrients during good weather periods when plants need them most.
• Hageland Helgjødsel (Complete Fertilizer) Hageland own-brand pelleted chicken-manure-based fertilizer with long-lasting effect, formulated with added nutrients for optimal plant uptake. Recommended as base fertilizer in spring for lawns, ornamental shrubs, perennials, fruit trees, and berry bushes.
• Hageland Hagegjødsel (Garden Fertilizer) Hageland own-brand synthetic fertilizer suitable as a base fertilizer for all garden plants. Composed of essential nutrients for good growth; applied first in spring when the garden starts to turn green.
• Hageland Hagesand (Garden Sand) Hageland own-brand river sand without additives used for soil mixing, sandboxes, winter spreading, or other uses. Fine-grained with 0-2 mm sand grains, sold in 20 kg bags.
• Mitt Hageland (Loyalty Program) Free customer loyalty program where members earn 1 bonus point per 1 krone spent, receive member-only offers, regular member benefits, gardening inspiration, and seasonal tips via email and SMS. Bonus checks are issued 4 times per year and can be redeemed for discounts (e.g., 2500 points = 50 kr, 5000 points = 100 kr).
• Klikk og Hent (Click & Collect) Order and collect service allowing customers to reserve items online, receive SMS and email confirmations within 48 hours, and pick up orders at their nearest Hageland garden center. Home delivery may also be offered depending on location.
• Hageland Gavekort (Gift Cards) Electronic gift cards valid at all Hageland garden centers in Norway. Cards can be purchased at any Hageland store, work as regular payment in store terminals, and are customizable with any denomination starting from 100 NOK. Balance can be checked on the Saldo.app/igive.no platform.
• Hageland Garden Centers (Hagesentre) Over 100 physical garden center locations across Norway, each with unique local charm and gardening expertise. Many are operated by families who have been gardeners for multiple generations, offering in-store product range and expert advice.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Ten partnerships are on record, tiered minor.

• Bergs PotterminorOthersDanish designer clay pots made in Tuscany. Handcrafted terracotta pots that age beautifully. Sold as retail merchandise in Hageland stores.
• BEDDminorOthersNorwegian steel planter box system. Modular, rust-free, frost-proof planter boxes designed and manufactured in Norway. Sold as retail merchandise.
• BiohortminorOthersAustrian manufacturer of garden storage solutions (sheds, storage boxes). 20-year corrosion warranty. Products sold through Hageland.
• FiskarsminorOthersFinnish brand of garden tools. Quality cutting tools, spades, and garden equipment sold at Hageland.
• GardenaminorOthersGerman manufacturer of garden tools and irrigation equipment. Well-known for water hoses and sprinkler systems. Sold at Hageland.
• Nelson GardenminorOthersNordic company specializing in seeds, plants, and garden supplies. One of the largest in the Nordic region for gardening products.
• ElhominorOthersDutch family company making sustainable design flower pots from recycled plastic. Produced with 100% wind power.
• NapoleonminorOthersCanadian manufacturer of premium gas and charcoal grills. North America's largest privately-owned grill manufacturer. Sold at Hageland.
• BrafabminorOthersSwedish outdoor furniture brand, nearly 100 years in business. One of the largest outdoor furniture brands in Northern Europe.
• LIFE Outdoor LivingminorOthersDutch outdoor furniture manufacturer with refined, stylish design, comfort, and unique quality. Aluminum, teak, and wicker furniture with weather-resistant cushions.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Plantasjen: Largest garden center chain in Norway and Sweden, with a comparable nationwide assortment of plants, garden furniture, tools, grills, and outdoor decor. Most direct head-to-head competitor for Hageland across Norwegian retail locations and online.
• Mester Grønn: Norwegian garden center chain competing for the same homeowner and gardening-enthusiast customer base. Directly comparable on product breadth, store-based retail, and seasonal plant merchandising in Norway.
• BoGrønt: Norwegian cooperative chain of independent garden centers operating under a shared brand and assortment. Highly comparable in its franchise-like structure and in targeting Norwegian home gardeners with plants and garden products.

Regional players

• Blomsterlandet: Swedish garden center chain with similar plant, garden furniture, and outdoor decor assortment. Comparable in category mix and seasonal merchandising, but operates primarily in the Swedish market rather than competing in Norway directly.
• Plantagen: Major Scandinavian garden retail chain offering plants, garden furniture, tools, and outdoor living products. Comparable in business model and product breadth but operates primarily in Sweden, Denmark, and Finland rather than in Norway.

Broad incumbents

• Bauhaus Norge: European DIY big-box chain with Norwegian locations carrying garden tools, soil, fertilizer, and outdoor products. Overlaps with Hageland's tools, soil, and seasonal categories but operates as a broader home-improvement retailer rather than a garden specialist.
• Obs Bygg: Norwegian DIY building materials and home improvement chain owned by Coop, with garden and outdoor seasonal assortments. Competes with Hageland on tools, soil, and outdoor living but as part of a much broader retail portfolio.
• Maxbo: Norwegian building materials and home improvement chain with garden and outdoor seasonal categories. Comparable to Hageland's tools and soil/fertilizer categories but focused on broader construction and home improvement customers.
• Hornbach: European DIY and garden big-box chain with Norwegian operations, offering an extensive garden assortment including plants, furniture, grills, and tools. Comparable category breadth but competes as a large-format generalist rather than a garden specialist.
• Kingfisher: European DIY and home improvement group (Castorama, Brico Dépôt, Screwfix) with garden and outdoor living categories. Comparable on broad home/garden assortment across multiple European geographies, though not directly competing in Norway today.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/Hagelandkjeden/videos
• Facebookfacebook.com/Hagelandkjeden
• Instagraminstagram.com/hagelandkjeden

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Hageland