Royal Grass
- Company typePrivate
- Founded2003
- HeadquartersUden, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Royal Grass firmographics
Firmographics- Name
- Royal Grass
- Legal name
- Landscape Solutions BV
- Website
- https://royalgrass.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where Royal Grass is headquartered
LocationHeadquarters
- HQ city
- Uden
- HQ country
- Netherlands
- HQ region
- Europe
Offices4 records
Markets served
Royal Grass business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Others
Revenue model
- Artificial Grass Product Sales: One-time purchase of artificial grass products through dealer network. Products sold per square meter with various price points based on product tier.
- Accessories and Components: Sale of installation accessories including Pro Glue, Quick Seam Tape, geotextile, ground anchors, infill sand, and transport carts through dealers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Royal Grass Allure - 36mm, fresh green, soft grass |
| Unit Pricing | Pay-as-you-go | Royal Grass Bliss - tall, sun-tanned, summer look |
| Unit Pricing | Pay-as-you-go | Royal Grass Aura - short, tight, fresh green |
| Unit Pricing | Pay-as-you-go | Royal Grass Lush - tall, sun-kissed summer look |
| Unit Pricing | Pay-as-you-go | Royal Grass Silk 35 - short, tight, full grass-green |
| Unit Pricing | Pay-as-you-go | Royal Grass Seda - short, sleek, grass green |
| Unit Pricing | Pay-as-you-go | Royal Grass Wave - short, airy, playful look |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Royal Grass product offering
Product offeringCore offering
Royal Grass manufactures and sells natural-looking artificial grass products for landscaping through a global dealer network. The portfolio includes 15 distinct grass lines ranging from short, tight lawns (25–35mm) to tall, lush varieties (up to 52mm), complemented by installation accessories (glue, seam tape, geotextile, ground anchors, infill sand, transport cart). Products are made at the company's own factory in Genemuiden, Netherlands, and sold per square meter through independent dealers who often also provide installation.
Product overview
Royal Grass is a manufacturer of artificial grass products founded in 2003, based in the Netherlands. The company offers a diverse collection of artificial grass products ranging from short, tight lawns (25-35mm height) to tall, lush varieties (42-52mm height). The product portfolio includes 14 distinct artificial grass product lines (Superior, Oscura, Allure, Aura, Bliss, Bloom, Blossom, Elite, Lush, Sense, Silk 35, Silk 25, Seda, Wave, and Supreme), each designed for different garden styles and applications. The products are complemented by installation components including Pro Glue, Quick Seam Tape, Geotextile, Ground Anchors, Infill Sand, and a Transport Cart. Royal Grass also provides supporting technologies such as V-Shape, MiNT, ReaDY, SunTEC, and REBel backing for circularity. All products come with a 9-15 year warranty and are manufactured in the company's own factory in Genemuiden, Netherlands.
Differentiator
Problem solved
Functional benefit
Brands
- REBel Backing: Circular backing technology made from same raw materials as artificial grass fibers, making products 100% recyclable and circular.
- V-Shape Technology
- MiNT Technology
- ReaDY Technology
- SunTEC Technology
- Multi-Shape Technology
Quantifiable outcome
- 60 liters of water per square meter per minute drainage capacity
- +2 more outcomes
Companies that use Royal Grass
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Royal Grass technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Royal Grass partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- University of Ghent - Centre for Textile Science and EngineeringcoreConducted validation testing proving that recycled Royal Grass with REBel backing can be used as raw material for new artificial grass without compromising quality. Tests covered fragility, elasticity, and density of materials.
- Artificial Grass Recycling CompanycoreProcesses collected artificial grass (with latex backing) into new products such as picnic tables and picket poles. Part of take-back program established since 2018.
- Landscape Solutions BVcoreParent company of Royal Grass brand. Data sharing entity referenced in privacy policy.
- European Synthetic Turf Council (ESTC)minorIndustry association membership for European synthetic turf manufacturers. Royal Grass is a full member as Landscape Solutions BV.
- Victoria CarpetscoreUK warehouse and distribution partner handling Royal Grass product storage and distribution for UK market. Contact: [email protected], 01562 749 300
Scale indicators6 records
Recent moves2 records
Expansion highlights5 records
Royal Grass competitors and assessment
Company assessmentMarket position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights6 records
Customer concentration
Royal Grass social profiles
Digital presenceRoyal Grass compliance and trust
Trust signalCompliance2 records
Royal Grass financial estimates
Financial estimateRevenue estimate
Valuation estimate
Royal Grass leadership team
Management profileNumber of profiles
Royal Grass funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Royal Grass M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Royal Grass
What does Royal Grass do?
Royal Grass manufactures and sells natural-looking artificial grass products for landscaping through a global dealer network. The portfolio includes 15 distinct grass lines ranging from short, tight lawns (25–35mm) to tall, lush varieties (up to 52mm), complemented by installation accessories (glue, seam tape, geotextile, ground anchors, infill sand, transport cart). Products are made at the company's own factory in Genemuiden, Netherlands, and sold per square meter through independent dealers who often also provide installation.
Is Royal Grass a public or private company?
Royal Grass is a private company. It is classified as unknown and is currently operating.
When was Royal Grass founded?
Royal Grass was founded in 2003. It employs 11 to 50 people.
Where is Royal Grass based?
Royal Grass is headquartered in Uden, Netherlands, in the Europe region.
How does Royal Grass make money?
Two revenue lines are on record. Artificial Grass Product Sales are the primary driver. The others are accessories and Components.
Does Royal Grass have an API?
No public API is recorded for Royal Grass.