We Tree Kings

What We Tree Kings does

We Tree Kings is a UK family-run retailer of real Christmas trees, operated by the husband-and-wife team Pete and Felicity through the legal entity Nordmann Soul Ltd (registered in England and Wales, CRN 14371322). The company sources predominantly UK-grown cut and pot-grown trees from partner growers across England, Scotland, Wales and Ireland, and sells them directly to consumers through a Shopify-based e-commerce site (wetreekings.com) with nationwide delivery, alongside seasonal pop-up retail locations in the Midlands, Yorkshire and North East. Its product range covers four species — Nordmann Fir, Norway Spruce, Fraser Fir and Noble Fir — in both fresh-cut and pot-grown formats, with water-holding tree stands (Krinner Premium, Cinco), wreaths and accessories as attach items.

The commercial model blends three motions: a direct-to-consumer e-commerce channel with date-selected home delivery and a broad payment stack (Klarna, Shop Pay, Apple Pay, Google Pay, PayPal, major card networks); a seasonal retail pop-up network serving walk-in customers across multiple UK regions; and a B2B commercial Christmas tree installation service for businesses across the Midlands and South East, including site inspection, theme selection and professional installation using Titan and Cinco water-holding stands. Pricing is unit-based and low-ticket (roughly £15-£155 per tree), with trees treated as perishable goods excluded from the standard 14-day cooling-off returns policy. The business has no external institutional funding, no parent company, no subsidiaries and no disclosed revenue, operating as an independent, founder-controlled retailer with a headcount reported at 11-50.

From a technical standpoint, the operation runs on standard retail infrastructure: Shopify storefront, Google Analytics for site measurement, third-party payment and BNPL processors, and a logistics partnership with DX Logistics for nationwide fulfilment. The firm has been operating for over ten years and carries a 4.9/5 "Excellent" Trustpilot rating. There are no proprietary technology assets, no AI/ML components, no APIs or SDKs, and no patents or trademarks disclosed. The principal sources of differentiation are the UK-grown supply chain, the multi-channel footprint, and the family-run brand reputation.

Name

We Tree Kings

Legal name

Nordmann Soul Ltd

Website

https://wetreekings.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

We Tree Kings is a UK family-run retailer of real Christmas trees, selling fresh-cut and pot-grown Nordmann Fir, Norway Spruce, Fraser Fir and Noble Fir varieties directly to consumers via nationwide e-commerce delivery and seasonal pop-up shops in the Midlands, Yorkshire and North East, plus commercial installation services for businesses.

Ownership category

akta.pro rank

Product category

Christmas Tree Retail

NAICS

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

SIC

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

akta.pro primary industry

Christmas Tree & Specialty Conifer Nursery Stock (AFAMADAG)

Keywords

• Real christmas trees
• Christmas tree retail
• Festive decorations
• Tree delivery service
• Holiday greenery

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Retail Christmas Tree Sales: One-time sale of real Christmas trees (cut and pot-grown) directly to consumers via e-commerce platform and pop-up shops. Products include Nordmann Fir, Norway Spruce, Fraser Fir, and Noble Fir varieties. Also sells tree stands and accessories.
2. Commercial Installation Services: Full-service Christmas tree installation for commercial customers including site inspection, decoration theme selection, professional installation, and ongoing maintenance using Titan and Cinco water holding stands.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

We Tree Kings is a family-run specialist retailer that sells premium real Christmas trees (Nordmann Fir, Norway Spruce, Fraser Fir, and Noble Fir) in fresh-cut and pot-grown varieties, alongside tree stands, wreaths, and accessories. Customers buy via the wetreekings.com e-commerce site with nationwide delivery (date-selectable, free above threshold) or at seasonal pop-up shops in the Midlands, Yorkshire, and North East, with a separate commercial installation service for businesses in the Midlands and South East.

Product overview

We Tree Kings is a family-run e-commerce business selling real Christmas trees, operating as a unified product-and-service offering. The core product line consists of premium fresh-cut and pot-grown Christmas tree varieties including Nordmann Fir, Norway Spruce, Fraser Fir, and Noble Fir, with pot-grown options available for eco-conscious customers wanting to reuse trees year after year. Complementary products include water-holding tree stands (Water-holding Tree Stand and Krinner Premium Tree Stand) and wreaths and accessories. Services include a nationwide home delivery service and seasonal pop-up shop locations across the Midlands, Yorkshire, and North East. For commercial customers, the company offers a full Christmas tree installation and decoration service.

Differentiator

Problem solved

Functional benefit

Products and services

• Nordmann Fir Christmas Tree Popular non-drop real Christmas tree with excellent needle retention and classic Christmas shape, available fresh-cut; for households seeking a low-mess, pet- and child-friendly tree.
• Fraser Fir Christmas Tree Fresh-cut non-drop Christmas tree with elegant pyramid shape, dense needles, citrus scent, and silvery blue-green tones, suited to space-conscious homes.
• Noble Fir Christmas Tree Fresh-cut non-drop Christmas tree positioned as the "king of trees," with full bushy appearance, blue-green hue, sturdy well-spaced branches, and citrus scent, ideal for heavy ornaments.
• Norway Spruce Christmas Tree Traditional Christmas tree variety available fresh-cut, known for its classic appearance and strong scent.
• Pot Grown Nordmann Fir Living pot-grown non-drop Christmas tree that can be kept outdoors until Christmas and returned to the garden afterwards, for eco-conscious customers wanting a reusable tree.
• Pot Grown Norway Spruce Living pot-grown traditional Norway Spruce that can be kept outdoors until the festive season and planted in the garden afterward for reuse next year.
• Krinner Premium Christmas Tree Stand Premium water-holding tree stand suitable for trees up to 8ft, featuring an automatic watering system to maintain tree freshness throughout the festive season.
• Water-holding Tree Stand Water-holding tree stand that keeps Christmas trees fresh and hydrated throughout the festive season; available in a small size for 3–5ft trees.
• Wreaths and Accessories Christmas wreaths and complementary accessories available to accompany Christmas tree purchases, sold online and at pop-up shops.
• Commercial Christmas Tree Installation Service Full-service Christmas tree installation for businesses covering site inspection via video call, decoration theme selection, professional installation, and ongoing maintenance using Titan and Cinco water-holding stands.
• Christmas Tree Pop-Up Shops Seasonal physical retail pop-up locations across the Midlands, Yorkshire, and North East where customers can select trees in person with staff assistance and purchase stands and accessories.

Quantifiable outcome

• Trees last approximately 5 weeks with proper care (fresh cut, water-holding stand, regular watering)
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Partnerships

Two partnerships are on record, tiered core.

• UK Christmas Tree Growers (England, Scotland, Wales, Ireland)coreStrategic or Co-development PartnerLong-term relationships with Christmas tree growers throughout the UK including local growers in England, Scotland, Wales, and Ireland. Growers are described as close friends who provide warm welcomes during visits. Growers tend trees weekly on north-facing slopes with well-drained soil. Growers plant two trees for every one cut down.
• DX LogisticscoreChannel Partner/ Reseller/ DistributorDelivery partners committed to operating in line with an environment and sustainability policy. They work with customers and suppliers to develop sustainable practices whilst reducing unnecessary waste by reduction, re-use and recycling. DX Logistics delivers Christmas trees nationwide.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pines and Needles: UK-based online Christmas tree delivery specialist offering nationwide delivery of premium Nordmann Fir and other varieties. Most direct competitor to We Tree Kings on e-commerce, species mix, and delivery model.
• Tree2mydoor: UK online Christmas tree retailer delivering real trees nationwide with sustainability messaging. Directly comparable in e-commerce-first DTC model, premium positioning, and eco-credentials.
• Christmas Trees Direct: Online UK Christmas tree delivery company selling fresh-cut and pot-grown varieties with nationwide shipping. Comparable in online retail model and product mix to We Tree Kings.
• The Real Christmas Tree Company: UK online retailer specialising in real Christmas trees delivered nationwide. Closely comparable in product range, direct-to-consumer delivery focus, and premium Nordmann Fir positioning.

Broad incumbents

• B&Q: UK's largest DIY and home improvement retailer stocking real Christmas trees seasonally across hundreds of stores. Competes on convenience, brand trust, and price rather than premium quality or delivery service.
• Hillier Nurseries: Long-established UK garden centre and nursery group with a strong Christmas tree offering including premium pot-grown varieties. Overlaps in product type and sustainability-focused sourcing.
• John Lewis & Partners: Premium UK department store selling real Christmas trees (including Nordmann Fir) and decorations both in-store and online. Competes for premium, brand-conscious Christmas tree buyers.
• Dobbies Garden Centres: UK's largest garden centre chain selling real Christmas trees, decorations, and festive accessories in-store across the country. Competes on physical retail presence and bundled seasonal merchandise.
• Wyevale (transferred sites) / Local Garden Centres: Network of regional garden centres selling Christmas trees seasonally with in-person selection. Comparable as a regional, in-person purchase channel for the same core product.
• Notcutts Garden Centres: Established UK garden centre chain selling premium real Christmas trees and accessories. Overlaps with We Tree Kings on premium tree varieties and pot-grown options but competes via physical stores.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wetreekings
• Facebookfacebook.com/wetreekings
• Instagraminstagram.com/wetreekings
• TikToktiktok.com/@wetreekings
• LinkedInlinkedin.com/company/we-tree-kings

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 We Tree Kings