Dehner Gartencenter Österreich GmbH & Co. KG

What Dehner Gartencenter Österreich GmbH & Co. KG does

Dehner Gartencenter Österreich GmbH & Co. KG is the Austrian operating subsidiary of the German Dehner group, headquartered in Pasching, Upper Austria. The company operates a hybrid retail business combining physical Dehner Garten-Center locations throughout Austria with the dehner.at e-commerce platform, generating revenue through one-time retail sales of plants, garden furniture, grills, garden décor, and pet supplies (Zoo category), plus own-brand premium pet food lines (Dehner Wild Nature, Dehner Best Nature, Dehner Natura). Deliveries are restricted to Austrian addresses, positioning the entity as a single-country consumer retailer.

The business model is anchored on a multi-channel go-to-market covering physical garden centers, online shop with home delivery, Click & Collect, in-store electronic catalog ordering, and reserve-and-collect flows. Customer retention is driven by the 'Mein Dehner Vorteilswelt' loyalty program, which awards bonus flowers (10 per €1 spent) convertible into tiered annual coupons (5-15%). The legal entity is established as a Kommanditgesellschaft (KG) with Dehner Gartencenter Österreich Verwaltungs GmbH as general partner, and is wholly owned by Dehner Holding GmbH & Co. KG in Rain, Germany. Managing directors are Georg Weber, Dr. Hansjörg Flassak, Sven Girmendonk, and Oliver Haller.

Critical operational partnerships include Gärtnersiedlung Rain am Lech for plant supply, Sovendus (voucher services), Trusted Shops (buyer protection), charles GmbH (WhatsApp chatbot), and multiple payment processors (PayPal, Riverty, Klarna/SOFORT, Nexi, Amex, KNISTR). The company also holds organic certification (DE-ÖKO-006) from ABCERT AG for its private-label range. Underlying technology is standard e-commerce and marketing-automation tooling with no proprietary AI/ML components referenced.

Name

Dehner Gartencenter Österreich GmbH & Co. KG

Legal name

Dehner Gartencenter Österreich GmbH & Co. KG

Website

https://dehner.at

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Dehner Gartencenter Österreich GmbH & Co. KG operates physical garden centers and the dehner.at e-commerce shop in Austria, selling plants, garden furniture, grills, décor, and pet supplies to Austrian consumer gardeners and pet owners as a subsidiary of German retailer Dehner Holding.

Ownership category

akta.pro rank

Product category

Garden Center Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Building Material and Garden Equipment and Supplies Dealers (444), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

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

akta.pro secondary industries

Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF), Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA), Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG)

Keywords

• Garden center retail
• Plant nursery
• Pet supply retail
• Garden furniture
• Outdoor living products

Headquarters

HQ city

Pasching, Upper Austria

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Dehner generates revenue primarily through the sale of garden products, plants, garden furniture, pet supplies (Zoo category), and accessories across physical garden center locations and the online shop. Products include ornamental shrubs, perennials, fruit trees, vegetable plants, balcony plants, indoor plants, garden furniture, grills, garden décor, and premium animal food brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Dehner Gartencenter Österreich operates as a hybrid retail garden center chain across Austria, combining physical Dehner Garten-Center stores with the dehner.at e-commerce platform. The company sells a comprehensive assortment of plants (perennials, shrubs, fruit trees, vegetable plants, balcony and indoor plants), garden furniture, grills and fire bowls, garden décor (fountains, solar lights), and pet supplies (dog/cat food, bird feed, aquaristics, terraristics) including premium private-label brands Dehner Wild Nature, Dehner Best Nature, and Dehner Natura. Multiple fulfillment options include home delivery, Click & Collect, in-store electronic catalog ordering, and in-store pickup, with the Mein Dehner Vorteilswelt loyalty program driving repeat purchases.

Product overview

Dehner Gartencenter Österreich GmbH & Co. KG operates a dual-channel retail business combining physical Dehner Garten-Center stores with the dehner.at online-shop. The core offering spans plants (Pflanzen), garden furniture (Gartenmöbel), grills and fire bowls, garden decor, and zoo/pet supplies (Tierbedarf). Key services include Click & Collect (Bestellen & Abholen) enabling online orders with in-store pickup, and the Mein Dehner Vorteilswelt loyalty program offering bonus flower points and tiered discounts. The private label portfolio includes Dehner Wild Nature and Dehner Best Nature premium pet foods, and Dehner Natura wild bird feed. Additional services encompass expert advisory content (Ratgeber), seasonal magazines, and gift cards. Products are sourced from partners like Gärtnersiedlung Rain am Lech for plants, and brands including Gardena, Weber, Biohort, and Royal Canin are carried.

Differentiator

Problem solved

Functional benefit

Products and services

• Mein Dehner Vorteilswelt Loyalty Program Loyalty and rewards program for Austrian consumers shopping at Dehner garden centers and dehner.at. Members earn bonus flower points on every euro spent, convertible to annual tiered discount coupons (5%, 10%, or 15%), plus receive a birthday discount and welcome coupon upon newsletter opt-in.
• Dehner Gutscheine (Gift Cards) Gift cards (Gutscheine) redeemable across all Dehner garden centers in Austria and on dehner.at, valid for a 5-year redemption period. Customers can purchase gift cards online with payment processing handled by KNISTR GmbH.
• Pflanzen (Plants Assortment) Comprehensive plant assortment for Austrian home gardeners including ornamental shrubs, perennials, fruit trees, vegetable plants, balcony plants, and indoor plants. Plants are sourced from partner Gärtnersiedlung Rain am Lech for guaranteed freshness and quality.
• Gartenmöbel (Garden Furniture) Garden furniture category for Austrian consumers including lounge furniture sets, parasols/sun umbrellas, and outdoor seating. Carries top brands including Biohort, Gardena, KGT, Rössle, and WEKA.
• Grills & Feuerschalen (BBQ Grills & Fire Bowls) BBQ grills and fire bowls for outdoor cooking and ambiance in Austrian gardens. Includes top grill brands Weber and Cozze, plus fire bowls (Feuerschalen) for garden atmosphere.
• Zoo / Tierbedarf (Pet Supplies) Pet supplies (Zoo category) for Austrian pet owners covering dogs, cats, birds, fish, and terrarium animals. Includes premium pet food brands such as Royal Canin, Trixie, Kerbl, Rinti, plus Dehner's own private-label lines and accessories (4pets, Thule dog boxes).
• Gartendeko (Garden Décor) Garden décor for Austrian consumers including garden fountains (Gartenbrunnen), solar lights, and decorative accessories for outdoor styling and wellness trends.
• Dehner Wild Nature (Private Label Pet Food) Premium private-label pet food brand (Dehner Eigenmarke) for dogs and cats sold across Dehner garden centers and dehner.at in Austria. The brand is positioned as a premium quality offering within the Zoo/pet supplies category.
• Dehner Best Nature (Private Label Pet Food) Premium private-label pet food brand (Dehner Eigenmarke) for dogs and cats, positioned alongside Dehner Wild Nature as a premium offering in the pet food category at Dehner garden centers and dehner.at in Austria.
• Dehner Natura (Private Label Wild Bird Food) Private-label wild bird food brand (Dehner Eigenmarke) offering mealworm balls and wild bird feed products for year-round and winter bird feeding, sold across Dehner garden centers and dehner.at in Austria.
• Bienen, Hummeln & Co. (Bee-Friendly Plants Collection) Curated 2025 seasonal collection of bee-friendly flowering plants featuring nectar- and pollen-rich varieties that provide color and support pollinators in Austrian gardens.
• Stauden & Gräser (Perennials & Grasses Collection) 2025 seasonal collection of summer perennials and ornamental grasses curated for decorative gardens, offering plant variety, color, and textural interest for Austrian ornamental gardeners.
• Obst & Kräuter (Fruit & Herbs Collection) 2025 seasonal collection of fresh fruits, vegetables, and herbs for Austrian home-growing enthusiasts who want to cultivate their own edible gardens.
• Pflegeleichter Garten (Low-Maintenance Garden Collection) 2025 seasonal collection of low-maintenance plants offering robust varieties suitable for Austrian consumers with various lifestyles who want greenery without intensive upkeep.

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

Nine partnerships are on record, tiered core and minor.

• Gärtnersiedlung Rain am LechcoreStrategic or Co-development PartnerStrategic partnership for plant quality assurance. The Gärtnersiedlung in Rain am Lech (Bavaria, Germany) supplies Dehner garden centers with plants from local/home production, guaranteeing best plant quality. This partnership ensures Dehner's competitive positioning around plant freshness and regional sourcing.
• Sovendus GmbHminorGTM or Marketing PartnerSovendus provides voucher services for Dehner's online shop, offering customers curated voucher deals post-purchase. Pseudonymized email hash and order data are transmitted to Sovendus for voucher selection purposes.
• Trusted Shops AGminorGTM or Marketing PartnerDehner offers Trusted Shops buyer protection services to customers for purchase security. Includes Trustbadge widget integration and optional buyer protection registration post-order.
• Nexi Germany GmbHminorOthersPayment service provider for Visa and Mastercard credit card processing in Dehner's online shop and garden centers. Handles card transaction processing with 3D-Secure support.
• American Express Europe S.A.minorOthersPayment service provider for American Express credit card processing. Handles card transactions with potential data processing in the US.
• SOFORT GmbH (Klarna Group)minorOthersSOFORT instant bank transfer payment service provider for Dehner online shop, part of Klarna Group.
• Riverty GmbHminorOthersInvoice purchase (Kauf auf Rechnung) service provider for Dehner, conducting credit checks and address verification before purchase approval.
• KNISTR GmbHminorOthersGift card payment service provider handling gift card number, PIN, and expiry date processing for Dehner gift card purchases.
• ABCERT AGminorOthersOrganic certification body (DE-ÖKO-006) certifying Dehner's own-brand organic/biological products for compliance with EU organic regulations.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Blumen Rottmayr: Austrian garden and floral retailer with multi-location presence focused on plants, flowers, and garden accessories, directly competing with Dehner's brick-and-mortar garden centers.
• Starkl Gartencenter: Austrian plant and garden retailer operating physical locations and online sales, with a strong plant-focused assortment comparable to Dehner's core Pflanzen category.
• Bellaflora Gartencenter: Austrian garden center chain with multiple locations and online shop, offering plants, garden accessories, and pet supplies. Closest direct competitor to Dehner in the Austrian market with similar omnichannel positioning.

Regional players

• Gärtnerei Pötschke (Bakker): German mail-order plant nursery and garden retailer with deep plant assortment and online ordering; competes with dehner.at for online plant and bulb buyers across the DACH region.
• Pflanzen-Kölle: German family-owned garden center chain with strong plant expertise and online ordering; serves a comparable customer profile but operates primarily in southern Germany rather than Austria.

Broad incumbents

• Hornbach (Austria): Austrian operations of European DIY chain Hornbach, offering gardening and outdoor living products alongside building materials, with strong price positioning.
• Amazon Austria: Mass-market e-commerce marketplace offering garden furniture, plants, and pet supplies from third-party sellers; sets baseline pricing and convenience expectations for Dehner's online shop.
• OBI (Austria): Major European DIY and home improvement big-box chain with Austrian stores carrying plants, garden furniture, and outdoor equipment — competes on breadth rather than plant specialization.
• Bauhaus (Austria): Austrian DIY/hardware superstore chain offering garden supplies, plants, and outdoor products as part of broader home improvement assortment.

Emerging players

• Bakker.com: European online plant and bulb specialist serving multiple countries including Austria; an emerging digital-native competitor to Dehner's e-commerce garden offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/DehnerGartencenter
• Facebookfacebook.com/dehner
• Instagraminstagram.com/mein.dehner
• Pinterestpinterest.de/meindehner
• LinkedInlinkedin.com/company/dehner-gartencenter-%C3%B6sterreich-gmbh-&-co.-kg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Dehner Gartencenter Österreich GmbH & Co. KG