OXADIS

What OXADIS does

OXADIS is the operating entity behind Vilmorin, a French consumer gardening brand founded in 1743, making it one of the oldest continuously operating seed merchants in the world. The company sells flower, vegetable, herb, and lawn seeds, flower bulbs, soil amendments and mulches, and gardening equipment to home gardeners across France through its own e-commerce storefront (eshop.vilmorin-jardin.fr) and a network of physical retail partners accessible via a store finder on its website.

The business is built on direct-to-consumer e-commerce as the primary channel, supported by an extensive content marketing operation including a gardening blog covering vegetable gardens, flowers, lawn care, techniques, and seasonal inspiration pages. The company runs Club Vilmorin, a free loyalty program offering point accumulation and exclusive benefits to drive repeat purchases. Revenue is generated predominantly through one-time product sales across a broad consumer price range, with free shipping on orders over €60 and periodic promotional discounts.

Vilmorin operates as a subsidiary of Limagrain Group, a major French agricultural cooperative and one of the world's largest seed companies, providing parent-level R&D, distribution, and capital support. The company also curates and co-distributes complementary partner brands (Blossombs, Pépin, Rostaing, Cerland, Radis et Capucine) under a 'favorite brands' section on its e-commerce site, positioning itself as a broader gardening marketplace hub. Geographic operations are concentrated in France with no disclosed international consumer expansion.

Name

OXADIS

Legal name

OXADIS

Website

https://vilmorin-jardin.com

Company type

Private

Founded year

1743

Operating status

Operating

Headcount range

11–50 employees

Short description

OXADIS operates the Vilmorin brand, a 280-year-old French consumer gardening retailer selling seeds, bulbs, lawn products, soil, and equipment to home gardeners across France via its e-commerce storefront (eshop.vilmorin-jardin.fr) and physical retail partners, as a subsidiary of Limagrain Group.

Ownership category

akta.pro rank

Product category

Garden Seeds and Horticultural Supplies

NAICS

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

SIC

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

akta.pro primary industry

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)

Keywords

• Garden seeds
• Flower bulbs
• Lawn grass seeds
• Gardening equipment
• Garden soil supplies

Headquarters

HQ city

Not specified

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Seeds and Plants: Direct sales of seeds (aromatic, vegetable, flowers, green fertilizers), flower bulbs (spring and autumn planting), and lawn seeds through e-commerce platform and retail stores.
2. Equipment and Supplies: Sales of gardening equipment, tools, soil amendments, mulches, clay beads, plant protection products, and gardening kits.
3. Club Membership and Loyalty: Loyalty program 'Club Vilmorin' offering points accumulation and exclusive benefits to drive customer retention and engagement.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

OXADIS operates the Vilmorin consumer gardening brand and sells flower and vegetable seeds, flower bulbs, lawn grass seeds, soil amendments, mulches, clay beads, plant protection products, and gardening equipment to home gardeners in France. Distribution is through its own direct e-commerce storefront (eshop.vilmorin-jardin.fr) and physical retail stores, supported by a content and advice library and the Club Vilmorin loyalty program.

Differentiator

Problem solved

Functional benefit

Brands

• Blossombs: Seed bombs brand
• Pépin
• Rostaing
• Cerland
• Radis et Capucine

Products and services

• Vilmorin Seeds (Graines) Packet seeds spanning aromatic herbs, vegetables, dry legumes, flowers, flower mixes, green fertilizers, BIO organic seeds, and seeds for animal forage, sold to home gardeners through the Vilmorin e-commerce store and partner retailers.
• Vilmorin Lawn Seeds (Gazon) Specialty lawn seed mixes including rust-resistant, mosquito-repellent, all-season green, ultra-resistant, dry-terrain, overseeding repair, robot-mower compatible, fast 7-day growth, shade-tolerant, English-style, tropical, flowering lawn, BIO, and animal-pasture varieties, sold to home gardeners for lawn establishment and repair.
• Vilmorin Flower Bulbs (Bulbes) Flower bulbs organized by planting season (spring-planting and autumn-planting) plus a vegetable bulb line, sold to home gardeners for ornamental and edible garden planting.
• Vilmorin Soil Amendments and Mulch (Terreaux et paillage) Soil and soil-amendment products including terreau, manure, and other amendments, alongside mulch and clay beads (billes d'argile), sold to home gardeners for soil preparation and moisture management.
• Vilmorin Garden Equipment (Equipement de jardin) Physical gardening equipment and supplies including sowing accessories, gardening tools and materials, plant growth and protection products, and landscaping materials for paths, beds (massifs), and hedges, sold to home gardeners for project execution.
• Vilmorin Gardening Kits and Library (Kit de jardinage et librairie) Pre-assembled gardening kits and a publishing line, sold to home gardeners as bundled entry points and reading material for gardening projects.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• Facil'itiminorOthersFacil'iti accessibility tool is integrated into the website to improve accessibility for users with specific needs (visual, motor, or cognitive impairments).
• actiminorOthersWebsite development and design partner responsible for creating the Vilmorin e-commerce and content website.
• Blossombs (Bombes à graines)minorChannel Partner/ Reseller/ DistributorSeed bomb products (bombes à graines) featured under 'Nos marques coups de cœur' (favorite brands) section. Co-branded product distribution.
• Pépin (Olla irrigation)minorChannel Partner/ Reseller/ DistributorOlla (clay pot irrigation) products featured as favorite brand. Complementary to Vilmorin's watering and plant care offerings.
• Rostaing (Gardening gloves)minorChannel Partner/ Reseller/ DistributorGardening gloves brand featured as favorite brand. Complementary accessory to Vilmorin's gardening tools range.
• Cerland (Garden beds)minorChannel Partner/ Reseller/ DistributorRaised garden bed (carré potager) products featured as favorite brand. Complementary to Vilmorin's seed and plant offerings.
• Radis et CapucineminorChannel Partner/ Reseller/ DistributorGardening accessories brand featured as favorite brand. Complementary product line for home gardening enthusiasts.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Jardiland: Large French garden-center chain (now part of Teract) selling live plants, seeds, garden equipment, pet, and outdoor living products. Comparable to Vilmorin as a broad French garden retailer with extensive physical-store presence and overlapping categories.
• Truffaut: Major French garden center chain with a broad home-and-garden assortment covering plants, seeds, soils, equipment, and outdoor living. Comparable to Vilmorin as an established French garden retail incumbent with significantly larger SKU breadth and physical-store footprint.
• Gamm Vert: French agricultural cooperative retail chain serving rural and peri-urban customers with seeds, plants, equipment, pet, and outdoor living products. Comparable to Vilmorin as a broad French gardening retailer with deep physical footprint and farmer-cooperative ownership ancestry similar in structure to Vilmorin's Limagrain parent.
• Botanic: French garden-center chain focused on plants, gardening, and natural-living products with both physical and online channels. Comparable to Vilmorin as a multi-channel French garden retailer with broader category scope including naturals and well-being.

Direct peers

• Kokopelli Semences: French organic and heritage seed association/retailer selling vegetable, herb, and flower seeds directly to home gardeners. Comparable to Vilmorin as a French D2C seed specialist focused on home-growing, with overlapping BIO/engrais-vert assortment.
• Graines Baumaux: Long-standing French seed merchant and mail-order retailer with a broad catalogue of vegetable, flower, herb, and lawn seeds plus gardening supplies. Directly comparable to Vilmorin as a heritage French D2C/bymail seed retailer serving the same home-gardener segment.
• Ferme de Sainte-Marthe: French organic-leaning seed producer and D2C retailer selling vegetable, herb, and flower seeds plus seedlings and gardening kits to home gardeners. Directly comparable to Vilmorin's BIO seed and gardening-kit categories with overlapping target customer and brand heritage positioning.

Regional players

• Burpee: US-based heritage seed and plant retailer with broad vegetable, flower, and herb offerings sold through mail-order and digital channels. Comparable to Vilmorin in business model (heritage D2C seed retailer) but operates in a different geography (North America vs France).
• Mr Fothergill's Seeds: UK-based heritage mail-order and online seed retailer with a broad flower, vegetable, and herb seed catalogue and young-plant range. Comparable to Vilmorin as a multi-generational seed D2C brand but operating primarily in the UK market rather than France.
• Thompson & Morgan: UK-based seed and young-plant retailer with international mail-order catalogue in flower, vegetable, and herb seeds plus live plants. Comparable to Vilmorin as a heritage seed/plant retailer with similar content-led digital strategy but predominantly UK distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/oxadis

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 OXADIS