DERLY

What DERLY does

DERLY (legal entity: PEPINIERES ET JARDINERIE DERLY S.A.S.) is a French family-owned retail business that operates a single physical garden center, nursery, and pet store in Les Thilliers En Vexin, Eure department, Normandy. Founded in 1977 by the Derly family and still led by President Paul Derly, the business has operated continuously for 47 years. It serves individual consumers — home gardeners, pet owners, and families — through a 3,500+ square-meter retail facility offering more than 5,000 varieties of outdoor plants, a broad assortment of garden and home goods (tools, furniture, fertilizers, indoor/outdoor décor, clothing), and a full animalerie section that includes dogs, cats, rodents, birds, reptiles, amphibians, fish/aquarium supplies, and BARF raw pet food. The company employs approximately 35 people and operates seven days a week.

The business model is direct-to-consumer physical retail, with revenue driven primarily by one-time product sales. Ancillary revenue comes from the Carte Avantages loyalty program, a free membership scheme in which purchases convert into redeemable vouchers (€7 = 1 point, 30 points = €5 voucher) and unlock extended plant warranties plus invitations to private sales. Value-added services — including free plant disease diagnostics by "Dr. Phyto" expert Pierre Faribault, free garden-project quotations, a free on-site mini-zoo and children's play area, and a phytopharmaceutical distribution license — function as differentiators and retention mechanisms rather than as separate revenue streams. Pricing is not publicly disclosed.

DERLY's go-to-market relies on local/regional brand recognition in Normandy, supplemented by a website (derly.fr) used for content marketing, promotions, and a downloadable order form, plus a Facebook page and email newsletters to loyalty members. The company has no proprietary technology platform, no mobile app, no e-commerce checkout, and no disclosed AI capabilities. Online activity is limited to marketing and an order-form intake; fulfillment happens in-store. The firm is privately held as a SAS with declared capital of €740,000, no external investors, no parent company, and no disclosed funding rounds.

Name

DERLY

Legal name

PEPINIERES ET JARDINERIE DERLY S.A.S.

Website

https://derly.fr

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Family-owned French garden center, nursery, and pet store founded in 1977 in Normandy, operating a single 3,500+ m² retail site with 5,000+ plant varieties, garden/home goods, and a full animalerie serving regional consumer households.

Ownership category

akta.pro rank

Headquarters

HQ city

Les Thilliers En Vexin

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from sales of outdoor plants (5000+ varieties), garden supplies, home products, animal care products, pets, and BARF pet food. The store operates on 3500+ m² of retail space.
2. Loyalty Card Program: Carte Avantages loyalty program where customers earn points (7€ = 1 point, 30 points = 5€ voucher). Points must be used within 1 year of acquisition.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

DERLY operates a single-site retail nursery, garden center, and pet store (animalerie) in Les Thilliers En Vexin, Eure, France, selling 5,000+ varieties of outdoor plants, a wide range of garden and home products (furniture, tools, fertilizers, treatment products, indoor plants, decor), pets (dogs, cats, rodents, birds, reptiles, amphibians, fish) and pet supplies including BARF raw food. The offering is complemented by free services such as the Dr. Phyto plant-disease diagnostic, free quotations for garden projects, a Carte Avantages loyalty program, and a free on-site mini-zoo and children's play area.

Product overview

DERLY operates as a unified retail business combining three core product categories: (1) Outdoor Plants with over 5000 varieties including ornamental trees, shrubs, perennials, bulbs, vegetables, and herbs; (2) Garden and Home products spanning 3500+ m² featuring furniture, tools, fertilizers, treatment products, and indoor/outdoor décor; and (3) a full Pet Store (Animalerie) offering pets and supplies for dogs, cats, birds, rodents, reptiles, amphibians, and fish/aquarium/pond. The business supplements these product lines with loyalty cards, free plant health diagnostics, free estimates for garden projects, and a free mini-zoo and children's play area. BARF pet food products are also offered as a specialized sub-category within the pet offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Plantes d'extérieur (Outdoor Plants) More than 5,000 varieties of outdoor plants including ornamental trees and shrubs, heather plants, perennial and annual plants, flower bulbs, vegetable plants, and aromatic herbs, sold to home gardeners and households.
• Jardin et Maison (Garden and Home) Retail department of more than 3,500 m² offering garden furniture, tools, fertilizers, treatment products, indoor and outdoor decoration, lawn products, indoor plants, clothing, and footwear for households and home gardeners.
• Animalerie (Pet Store) Full pet store selling dogs, cats, rodents, ferrets, birds, reptiles, amphibians, and fish/aquarium and pond supplies, along with accessories and specialized pet services for households.
• BARF (Biologically Appropriate Raw Food) Raw pet food products following the BARF method for dogs and other pets, sold within the animalerie category to pet owners seeking biologically appropriate diets.
• Carte Avantages (Loyalty Card) Free loyalty membership where customers earn 1 point per €7 of purchases and redeem 30 points for a €5 voucher, with points valid for one year. Benefits include an extended plant warranty from one to two years, access to the Croket' card and Privilège toilettage services, invitations to private sales and privileged events, and exclusive promotional offers for individual customers.
• Mini-zoo and Children's Games Free on-site mini-zoo featuring non-dangerous domestic animals together with a children's play area, open year-round and intended as a family-friendly amenity for visitors of the garden center.
• Devis Gratuit (Free Garden Project Quotations) Free quotation service offered to households and individuals for plant purchases and garden works including pond installation, green wall creation, planting, automatic irrigation, and pergola or patio construction.
• Diagnostic Plante Malade (Dr. Phyto Plant Health Diagnosis) Free expert consultation service via email or phone where the Dr. Phyto specialist (Pierre Faribault) diagnoses plant health problems and recommends treatments, complemented by monthly phytosanitary bulletins, available to individual customers and home gardeners.

Quantifiable outcome

• Access to 5000+ outdoor plant varieties
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Human to Computer SARLminorOthersWebsite development and design partner. Responsible for the creation and maintenance of derly.fr e-commerce platform.
• OVH FranceminorOthersWeb hosting provider for derly.fr website. Located at 140 quai Sartel, 59100 Roubaix, France.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Gamm Vert: French agricultural cooperative network with garden center retail outlets. Direct peer — competes with DERLY on outdoor plants, garden supplies, and increasingly pet/animal care categories across France.
• VillaVerde: Network of independent French garden centers. Direct peer — independent garden center model with similar nursery, garden, and pet assortment, often used as a benchmarking group for operators like DERLY.
• Maxi Zoo: Leading French pet retail chain owned by Fressnapf. Direct peer for DERLY's animalerie — overlaps on pet food, accessories, and live animal sales with similar French regional customer base.
• Jardiland: France's largest garden center chain. Direct peer — operates nursery, garden, and pet product retail across hundreds of stores; directly competes with DERLY for the same regional French consumer on outdoor plants and garden supplies.
• Animalis: French pet retail chain. Direct peer — comparable product mix in pet food, accessories, and live animals, serving the same French consumer segments that DERLY's animalerie targets.
• Botanic: French garden center chain focused on organic/ecological gardening. Direct peer — comparable assortment of outdoor plants, garden supplies, and home products, with a similar experiential retail positioning to DERLY.
• Truffaut: Major French garden center chain (Maison Truffaut). Direct peer — operates full-line garden centers with outdoor plants, garden/home products, and increasingly pet categories, serving the same French homeowner customer as DERLY.
• Baobab: French garden center chain with a similar mid-sized store format. Direct peer — comparable positioning around outdoor plants and garden supplies, targeting French regional customers.

Broad incumbents

• Leroy Merlin France: France's leading home improvement retailer. Broad incumbent — competes on garden furniture, tools, and outdoor living categories, but does not focus on plants or pets the way DERLY does.
• Castorama France: Major French DIY/home improvement chain (Kingfisher group). Broad incumbent — overlaps with DERLY on garden tools, treatment products, and outdoor furniture, but core business is broader DIY rather than plant specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/jardineriederly
• LinkedInlinkedin.com/company/derly

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 DERLY