Dehner Holding GmbH & Co. KG

What Dehner Holding GmbH & Co. KG does

Dehner Holding GmbH & Co. KG is a privately held, family-owned German garden center and specialty retail group headquartered in Rain, Bavaria, operating under the consumer brand Dehner across Germany and Austria. The group is structured around a parent holding entity (Dehner Holding GmbH & Co. KG), a German operating subsidiary (Dehner Gartencenter GmbH & Co. KG), an Austrian operating subsidiary (Dehner Gartencenter Österreich GmbH & Co. KG, registered in Pasching), a logistics arm (Dehner Logistik GmbH & Co. KG), and an intermediate Verwaltungs GmbH. Its commercial footprint combines physical garden centers with full e-commerce (dehner.at and dehner.de), supported by omnichannel services including home delivery, Click & Collect (Bestellen & abholen), and Reserve & Collect (Reservieren & abholen).

The core product offering is organized into Garden (Garten), Garden Furniture (Gartenmöbel), Plants (Pflanzen — sourced in part from the group's own Gärtnersiedlung Rain am Lech production facility), and Zoo (pet supplies). Dehner also markets a private-label portfolio including Dehner Wild Nature and Dehner Best Nature premium pet foods and Dehner Natura wild bird feed, alongside third-party brands such as Biohort, Gardena, Weber Grills, Royal Canin, Trixie, Lechuza, and Einhell. The Mein Dehner Vorteilswelt loyalty program — with tiered 5/10/15% bonus-point discounts, birthday perks, and Apple/Google Wallet integration — anchors customer retention.

The business model is consumer retail: transactional unit pricing with promotional discounts, paid across an integrated payment stack (Riverty invoice purchase, PayPal, VISA/Mastercard/AmEx via Nexi, Klarna Sofort, PAYONE Girocard/SEPA, KNISTR gift cards), with the Mein Dehner Vorteilswelt program functioning as the retention layer. The customer base is broad and consumer-led — hobby gardeners, homeowners, and pet owners — with a secondary professional gardener/landscaper segment. Marketing is executed through content (Tipps & Trends Ratgeber), email and WhatsApp newsletters, organic social (Facebook, Instagram, YouTube, Pinterest), a blogger/influencer program, and PR handled by dot.communications GmbH. The technology platform runs on Magnolia CMS with standard third-party e-commerce, analytics, and consent-management integrations; no proprietary AI or data-asset disclosures are present in the source material.

Name

Dehner Holding GmbH & Co. KG

Legal name

Dehner Gartencenter Österreich GmbH & Co. KG

Website

https://dehner.at

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Dehner Holding GmbH & Co. KG is a family-owned German garden center group that operates physical retail locations and e-commerce platforms across Germany and Austria, selling garden products, plants, garden furniture, and pet supplies — including its Wild Nature and Best Nature private-label pet food brands — to hobby gardeners, homeowners, and pet owners.

Ownership category

akta.pro rank

Product category

Garden and pet supplies retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Nursery, Garden Center, and Farm Supply Retailers (444240), Building Material and Garden Equipment and Supplies Dealers (444), Pet and Pet Supplies Retailers (45991)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), 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), Pet Care & Pet Supplies DTC (CRAFACAH)

Keywords

• Garden center retail
• Plants and gardening supplies
• Outdoor living products
• Pet supplies retail
• Omnichannel retail services

Headquarters

HQ city

Rain, Bayern

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Retail Sales - Garden & Plants: Core revenue from selling garden products including plants, garden furniture, outdoor furniture, grills, garden décor, and accessories through physical garden centers and online shop.
2. Retail Sales - Zoo/Pet Supplies: Revenue from pet food (dogs, cats, birds), pet accessories, aquaristics, and terraristics products under own brands Dehner Wild Nature and Dehner Best Nature.
3. Own Brand Products: Dehner sells proprietary pet food brands (Dehner Wild Nature, Dehner Best Nature, Dehner Natura) and partners with branded manufacturers.
4. Loyalty Program - Mein Dehner Vorteilswelt: Bonus Blumen loyalty program where customers earn 10 points per €1 spent. Accumulated points convert to discount coupons (5%, 10%, 15% tiered by point thresholds). No direct revenue but drives customer retention and purchasing.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Dehner is a multi-channel garden-center retailer selling plants, garden equipment, furniture, grills, garden décor, and pet supplies through physical locations and online shops. Its group also offers own-brand pet food and wild-bird products, home delivery, collection services, and a customer loyalty program.

Product overview

Dehner operates as a multi-channel garden center retailer combining physical garden center locations with an e-commerce platform. The core offering spans garden products (furniture, decor, grills, garden tools), plants (ornamental plants, vegetables, indoor plants, perennials), and pet supplies (dog/cat food, bird feeding, aquaristics, terraristics). Key service features include online shopping with home delivery, Click & Collect (Bestellen & abholen), and product reservation (Reservieren & abholen). The Mein Dehner Vorteilswelt loyalty program provides bonus rewards, exclusive discounts, and birthday benefits. Dehner also offers private label brands including Wild Nature and Best Nature pet foods, Natura bird feeding products, and operates educational content through its Tipps & Trends magazine and guide sections. The company operates exclusively in Germany and Austria with headquarters in Rain, Bavaria.

Differentiator

Problem solved

Functional benefit

Brands

• Mein Dehner Vorteilswelt: Loyalty/bonus program for Dehner customers offering rewards, coupons, and exclusive discounts based on purchase volume.
• Dehner Wild Nature
• Dehner Best Nature
• Dehner Natura
• Dehner Agrar

Products and services

• Dehner Online-Shop An own e-commerce storefront through which Austrian customers can buy garden products, plants, outdoor-living goods, and pet supplies for delivery to Austrian addresses or collection at a Dehner garden center.
• Dehner Garten-Center Standorte Physical garden-center locations in Austria and Germany where customers can buy garden, plant, and pet products in-store, use an in-store digital catalog, or place orders with staff assistance.
• Mein Dehner Vorteilswelt A customer loyalty and bonus program that awards points based on purchase volume and provides discount coupons, birthday benefits, and extended return rights to participating Dehner customers.
• Dehner Gartenmöbel A garden-furniture product range covering lounge furniture, parasols, outdoor seating, and related products for household gardens and outdoor living areas.
• Dehner Pflanzen A plant assortment covering ornamental shrubs, perennials, fruit trees, vegetable plants, balcony plants, and indoor plants, with plants sourced from the Gärtnersiedlung Rain production facility.
• Dehner Zoo A pet-supplies range covering food and accessories for dogs and cats, wild-bird products, and supplies for aquaristics and terraristics.
• Dehner Wild Nature A Dehner private-label range of premium pet food for dogs and cats sold through the group's retail channels.
• Dehner Best Nature A Dehner private-label range of premium pet food for dogs and cats sold through the group's retail channels.
• Dehner Natura Meisenknödel Dehner Natura fat-ball products intended for feeding wild birds throughout the year and during winter.
• Dehner Natura Wildvogelfutter Dehner Natura wild-bird feed formulated for feeding wild birds in gardens.
• Dehner Agrar An agricultural business division offering plant-consulting services and agricultural products.
• Dehner Gutscheine Gift vouchers available for purchase, valid for five years and redeemable at Dehner garden centers in Austria and through the Austrian online shop.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Partnerships

One partnership is on record.

• dot.communications GmbHcoreGTM or Marketing PartnerDehner's external PR and communications agency managing press relations, press newsletter distribution, and media inquiries. Located at Elisabethstraße 35, 80796 München, Germany. Handles media contacts, press releases, and influencer/blogger coordination.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• OBI: Major German DIY/garden chain with ~350 stores in Germany plus online; competes with Dehner on plants, grills, garden furniture, and outdoor décor as part of a broader home-improvement assortment.
• Bauhaus: Pan-European DIY/garden center specialist with deep garden assortment and an in-store plant/garden-center concept; competes for the same hobby gardener customer that Dehner targets.
• Hornbach Baumarkt: Large publicly-listed DIY/garden retailer across Europe with a much wider home-improvement assortment but overlapping garden, plants, and outdoor-living categories that directly compete with Dehner's Garten and Pflanzen ranges.

Direct peers

• Pflanzen Kölle: Family-owned German garden center chain with physical stores and online shop across southern Germany selling plants, garden accessories, and pet supplies — the closest like-for-like competitor to Dehner in the DACH garden-retail niche.
• Dehner Agrar: Actually Dehner's own agricultural/B2B arm — included as a reference point only because plant consulting and agricultural products are an adjacent category within the same group rather than a true competitor.
• May Garden (Gartencenter May): Regional German garden center chain with strong plant-focus and in-house production; closely comparable to Dehner on garden-center format and assortments of plants and outdoor living.

Regional players

• BayWa Bau & Garten: German garden and building-supply retail network owned by BayWa Group; directly competes in southern Germany and Austria with Dehner on garden assortment and farm/garden supplies.
• Globus Baumarkt: German family-owned DIY/garden retail chain with store-in-store garden centers carrying plants, garden furniture, and grills — comparable to Dehner's in-store garden-center experience.

Others

• Gardena: European-leading garden tools and irrigation brand owned by Husqvarna Group; comparable not as a retailer but as a key supplier/category partner whose products Dehner prominently retails (Gardena, Einhell, Weber).
• Royal Canin: Global premium pet food brand (Mars Petcare) sold across Dehner's Zoo assortment; relevant as a category benchmark for Dehner's own Wild Nature and Best Nature private-label pet food lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 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 Holding GmbH & Co. KG