Amateur Gardening

What Amateur Gardening does

Amateur Gardening is a fortnighthly UK gardening magazine published by Kelsey Media Ltd, a privately held media company headquartered in Yalding, Kent. Established in 1884, it is Britain's longest-running gardening magazine and serves amateur and hobbyist home gardeners seeking practical advice on plant cultivation, pest and disease management, seed starting, fruit and vegetable growing, and garden design. The magazine includes free seeds with each issue as a subscriber retention mechanic and is supported by a named expert columnist base (e.g., Editor Kim Stoddart, contributors Ruth Hayes and Bob Flowerdew).

The company's product surface is anchored on the printed magazine subscription but extends across digital and physical retail channels: guides and special publications, gardening and smallholding books, branded merchandise, and an online shop all operated through Kelsey Media's e-commerce platform (shop.kelsey.co.uk). The Company Directory on the publication website formalizes a B2B advertising channel, currently listing over 30 partner businesses across categories such as seeds, tools, greenhouses, polytunnels, mulches, netting, and bird care. Distribution and audience engagement are pursued through the website, social media channels (Facebook, X/Twitter, YouTube), an email newsletter, and reader competitions offering branded prizes from companies including STIHL, Zest Outdoor Living, Potato House, and Peckish.

Revenue is generated through three streams: recurring magazine subscriptions, one-time shop sales of guides, books, and merchandise, and advertising/directory listings sold to gardening-related businesses. Pricing is subscription-based with annual billing and advertised savings of up to 37% versus cover price. There are no disclosed AI/ML technology capabilities, proprietary platforms, or external investors referenced; operationally it functions as a traditional editorial-led consumer media brand within a diversified private publishing group.

Name

Amateur Gardening

Legal name

Kelsey Media Ltd

Website

https://amateurgardening.com

Company type

Private

Founded year

1884

Operating status

Operating

Headcount range

1–10 employees

Short description

Amateur Gardening is a fortnighthly UK gardening magazine, established in 1884 and published by Kelsey Media Ltd, serving amateur home gardeners with practical advice, how-to guides, free seeds, and a directory of partner gardening brands.

Ownership category

akta.pro rank

Product category

Horticulture Publishing

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Home, Garden & DIY Magazines (MPAJAEAG)

akta.pro secondary industry

Home & Garden Hobbies (Gardening, Floral Design, Home Decor) (EDAAAGAL)

Keywords

• Gardening magazine publishing
• Horticulture editorial content
• Magazine subscription services
• Garden reference guides
• Gardening brand directory

Headquarters

HQ city

Yalding

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Magazine Subscriptions: Fortnightly magazine published and sold via subscription through Kelsey Media's shop platform. Readers subscribe for regular delivery of the magazine which includes free seeds with each issue.
2. Shop Sales: Sale of guides, specials, books, and merchandise through the Kelsey shop platform.
3. Advertising and Company Directory: Gardening-related businesses pay to be featured in the Company's Directory section of the website and magazine, providing exposure to the publication's readership base.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Amateur Gardening publishes a fortnightly UK gardening magazine (in print and digital) that delivers practical gardening advice, how-to guides, plant tips, recipes, and inspirational features for amateur gardeners, with free seeds included in every issue. The magazine is supported by amateurgardening.com (articles, how-to, top tips, recipes, news, competitions, newsletter), a Company Directory of gardening suppliers and brands, and a shop selling guides, specials, books, and branded merchandise, all transacted through parent Kelsey Media's e-commerce platform.

Product overview

Amateur Gardening is a fortnightly UK gardening magazine published by Kelsey Media, offering practical gardening advice, how-to guides, and inspirational content. The core product is the magazine subscription, which includes free seeds. The company also offers digital and print Guides & Specials, gardening Books, Merchandise, and a Company Directory listing gardening suppliers and brands. Content spans how-to articles, top tips, recipes, news, and competitions. The magazine has been published since 1884.

Differentiator

Problem solved

Functional benefit

Products and services

• Amateur Gardening Magazine Fortnightly gardening magazine providing practical gardening techniques, expert advice, inspirational features, reader garden showcases, and free seeds with every issue. Published in print (and available digitally) for amateur and hobbyist gardeners in the UK.
• Guides & Specials Digital and print guides and special publications sold via the Kelsey shop, covering specific gardening topics, techniques, and seasonal roundups for amateur gardeners.
• Gardening and Smallholding Books Books on gardening and smallholding topics sold via the Kelsey shop, targeted at amateur gardeners seeking in-depth written guidance.
• Amateur Gardening Branded Merchandise Branded merchandise including apparel and accessories featuring the Amateur Gardening brand, sold through the Kelsey shop.
• Company Directory (gardening supplier directory & advertising) A directory of UK gardening businesses (suppliers of seeds, bulbs, tools, greenhouses, polytunnels, bird care, organic growing media, etc.) that advertises to Amateur Gardening readers; also the platform through which partner brands run reader competitions and discount-code promotions.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

31 partnerships are on record, tiered minor and core.

• Apsley FarmsminorGTM or Marketing PartnerApsley Farms produces nutrient-rich mulch made from plant material with no peat or waste ingredients. Their anaerobic digester creates sustainable products including mulch, summer top dressing, and liquid plant food approved by the Soil Association for organic use. Featured in the Company's Directory.
• Bee HotelsminorGTM or Marketing PartnerBee Hotels offers bee hotels made using bamboo or cardboard tubes that allow observation of the bee life cycle. Featured in the Company's Directory for amateur gardeners.
• STIHLcoreGTM or Marketing PartnerSTIHL is a global market leader in outdoor power equipment including chainsaws, hedge trimmers, lawn mowers, robotic mowers, pressure washers, and construction tools. Partnered with Amateur Gardening for competitions offering STIHL cordless garden tool bundles worth over £1,000.
• STIGAminorGTM or Marketing PartnerSTIGA engineers cordless gardening tools and high-performance mowers including innovative robot mowers. Featured in the Company's Directory.
• Zest Outdoor LivingcoreGTM or Marketing PartnerZest produces sustainable timber garden furniture and grow-your-own products including the Compact Botanical Greenhouse made from PEFC-certified slow-grown softwood. Partnered with Amateur Gardening for competitions offering Zest greenhouse and potting bench sets.
• Potato HousecoreGTM or Marketing PartnerPotato House is a family-run business specialising in heritage, organic, and coloured seed potatoes. Partnered with Amateur Gardening for competitions offering Patio Growing Sets and exclusive 10% discount codes for readers.
• PeckishcoreGTM or Marketing PartnerPeckish produces wild bird feed and care products. Partnered with Amateur Gardening for competitions offering Winter Bird Care Bundles worth over £250.
• Kings SeedsminorGTM or Marketing PartnerKings Seeds is a leading supplier of high-quality vegetable, herb, and flower seeds. Featured in the Company's Directory with promotional code AMG10 for 10% off (valid until 01/01/25).
• J Parker'sminorGTM or Marketing PartnerJ. Parker's is a family-business offering all things gardening across the UK including perennials, ornamental shrubs, tools, and bulbs. Featured in the Company's Directory.
• Marshalls GardenminorGTM or Marketing PartnerMarshalls Garden has been helping gardeners grow for over 75 years, supplying vegetable seeds, fruit trees, bedding, roses, shrubs, and accessories. Featured in the Company's Directory.
• First TunnelsminorGTM or Marketing PartnerFirst Tunnels is the leading UK supplier of polytunnels and polytunnel polythene. Featured in the Company's Directory.
• Juliana GreenhousesminorGTM or Marketing PartnerJuliana Greenhouses builds greenhouses with sturdy aluminium profiles designed and produced in Denmark. Featured in the Company's Directory.
• Halls GreenhousesminorGTM or Marketing PartnerHalls Greenhouses is a traditional choice for garden owners who want to grow their own produce, offering four different product lines including the newest Halls Icon range. Featured in the Company's Directory.
• Gabriel AshminorGTM or Marketing PartnerGabriel Ash constructs luxurious greenhouses with certified Canadian cedar wood, hand-crafted in the Cotswolds. Featured in the Company's Directory.
• Walcot Organic NurseryminorGTM or Marketing PartnerWalcot Organic Nursery specialises in growing fruit trees certified organic by the Soil Association. Featured in the Company's Directory.
• de JagerminorGTM or Marketing Partnerde Jager has been producing top-quality, top-sized flower bulbs since 1868, trusted by UK gardeners. Featured in the Company's Directory.
• DutchGrownminorGTM or Marketing PartnerDutchGrown is one of the UK's most trusted suppliers of high-quality flower bulbs and bare-root plants combining Dutch horticultural heritage with local presence. Featured in the Company's Directory.
• Farmer GracyminorGTM or Marketing PartnerFarmer Gracy is the leading UK supplier of premium flower bulbs and bare-root perennials, packed sustainably and plastic-free. Featured in the Company's Directory.
• James McIntyre & SonsminorGTM or Marketing PartnerJames McIntyre & Sons are specialist soft fruit plant producers supplying the retail and mail-order market for over 80 years. Featured in the Company's Directory.
• Collins NetsminorGTM or Marketing PartnerCollins Nets is a family-run company for over 35 years specialising in quality netting, fencing, vermin control, poultry feeders, and drinkers. Featured in the Company's Directory.
• You GardenminorGTM or Marketing PartnerYou Garden believes gardening is for everyone, offering plants suitable for balconies, small patios, and decking. Featured in the Company's Directory.
• Keder GreenhouseminorGTM or Marketing PartnerKeder Greenhouse is a UK-based designer and manufacturer of high-performance greenhouses with 9-layer bubble-laminate cladding and galvanised steel frames rated for 120-mph winds. Featured in the Company's Directory.
• PolycrubminorGTM or Marketing PartnerPolycrub is a Shetland-based company specialising in robust growing structures designed to withstand harsh weather conditions. Featured in the Company's Directory.
• StrulchminorGTM or Marketing PartnerStrulch is a family-run business producing lightweight, long-lasting straw mulch for organic gardening that suppresses weeds and deters slugs. Featured in the Company's Directory.
• Pomona Fruits LtdminorGTM or Marketing PartnerPomona Fruits Ltd offers a comprehensive range of fruit trees and bushes for the home gardener. Featured in the Company's Directory.
• OkatsuneminorGTM or Marketing PartnerOkatsune tools embody Japanese craftsmanship combining razor-sharp performance with elegant simplicity and durability for pruning and garden maintenance. Featured in the Company's Directory.
• Seeds To SuitminorGTM or Marketing PartnerSeeds To Suit supplies seeds in smaller quantities with environmentally friendly packaging, offering heirloom, heritage, and F1 varieties at affordable prices. Featured in the Company's Directory.
• HotboxminorGTM or Marketing PartnerHotbox offers high-quality greenhouse heaters including gas, LPG, and electric options plus Propagation Heat Mats. Featured in the Company's Directory.
• Green Space UKminorGTM or Marketing PartnerGreen Space UK provides bespoke conservatory panels made to measure for energy efficiency, with installation typically in one day. Featured in the Company's Directory.
• BioBloomminorGTM or Marketing PartnerBioBloom provides sustainable, nutrient-rich, peat-free organic matter including BioSoil and Woodchip products for enhancing soil health. Featured in the Company's Directory.
• The Cottage Garden SocietyminorGTM or Marketing PartnerThe Cottage Garden Society offers quarterly magazine, regional groups, seed exchange, plant sales, garden visits, and shows/events for gardening enthusiasts. Featured in the Company's Directory.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Garden Answers: UK monthly gardening magazine offering problem-solving and practical advice for amateur gardeners. Closely aligned with Amateur Gardening's value proposition of accessible, practical gardening expertise.
• Gardens Illustrated: Monthly UK gardening magazine focused on design-led and inspirational content for enthusiast gardeners. Comparable in audience demographics and premium subscription positioning, though slightly more design-curated.
• The Garden (RHS): Royal Horticultural Society's monthly gardening magazine serving UK amateur gardeners. Targets the same hobbyist segment with expert-led content and benefits from RHS institutional credibility.
• Grow Your Own Magazine: UK publication focused on home food growing, distributed via digital apps as well as print. Targets the same amateur gardener segment with a mobile-first distribution approach that competes for the same subscriber wallet.
• Kitchen Garden Magazine: UK monthly magazine covering edible growing for home gardeners. Overlaps significantly with Amateur Gardening's fruit/vegetable content and shares the same hobbyist subscriber base.
• Garden News: UK weekly gardening newspaper published by Future plc, competing for amateur gardener readership on newsstand and subscription. Direct substitute product with similar frequency and price point.
• BBC Gardeners' World Magazine: UK gardening magazine published by Immediate Media, directly competing for the same amateur gardener readership and advertising partners. The most direct UK competitor given BBC brand reach and similar fortnightly/monthly format.

Broad incumbents

• Better Homes & Gardens: Meredith/Dotdash mass-market home and garden brand with magazine plus digital presence in the US. Comparable content categories (gardening, DIY, home) but operates at much larger scale and broader scope than UK-focused Amateur Gardening.

Regional players

• Fine Gardening: Taunton Press's flagship gardening title serving US-based enthusiast gardeners. Comparable editorial quality and audience but operates in a different geography with no direct UK subscriber overlap.

Others

• Kelsey Media (parent portfolio): The parent publishing company itself, operating sister titles such as Practical Gardening, Grow Your Own, and other hobby magazines. Shares distribution, ecommerce storefront, and editorial infrastructure relevant to Amateur Gardening's operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/TheAGTeam
• YouTubeyoutube.com/@AmateurGardeningMag
• Facebookfacebook.com/AmateurGardeningMagazine
• LinkedInlinkedin.com/company/amateur-gardening-magazine

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Amateur Gardening