Gärtnerei Hartmann

What Gärtnerei Hartmann does

Gärtnerei Hartmann is a third-generation, family-owned garden center and florist headquartered in Augsburg, Germany, operating as Gärtnerei Hartmann oHG since January 1, 2009 under co-owners Gertrud Buck and Susanne Schneider. The company traces its roots to 1931 (and earlier to 1908 via Karl Schäfer), survived the complete destruction of its premises during WWII bombing in 1944, and rebuilt at its current Westfriedhof location between 1955 and 1964. It serves individual consumers, families, and event-driven customers in Augsburg and the surrounding region, with offerings spanning fresh floristry, wedding and funeral floristry, indoor plants (notably orchids), grave care, garden design, plant overwintering, and pickup/delivery services.

The business operates a 4,000 m² glass greenhouse at the main Augsburg site and a 1,500 m² film greenhouse at its Stadtbergen branch (built 2017–2018), giving it partial vertical integration into own plant cultivation. Distribution runs through a physical retail storefront with a 24/7 SB-Shop (self-service, 5:00–23:00 daily including Sundays and holidays, card-only), a dedicated online shop (shop.gaertnerei-hartmann.de) powered by IWI GmbH, a pickup and delivery service, and the Fleurop partner network for national and international delivery reach. The technology stack is conventional: a ProcessWire CMS for the corporate website plus the IWI GmbH e-commerce platform, with no proprietary platforms, AI/ML capabilities, or APIs disclosed.

The revenue model is primarily transactional retail (one-time product sales of bouquets, arrangements, and plants priced from €19.95 to €130) complemented by fee-based services (delivery, gift wrapping, overwintering, planting) and a recurring subscription-style component for ongoing grave and garden maintenance. Marketing is largely organic, relying on Facebook, Instagram, the company website, newsletter, and community events such as "Pflanzentaufe" (plant christening). The company holds the "Überprüfter Fachbetrieb Friedhofsgärtnerei" quality seal for cemetery gardening and the T.A.G. (Topausbildung Gartenbau) certified training designation.

Name

Gärtnerei Hartmann

Legal name

Gärtnerei Hartmann oHG

Website

https://gaertnerei-hartmann.de

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

1–10 employees

Short description

Gärtnerei Hartmann is a third-generation family-owned garden center and florist in Augsburg, Germany, selling fresh flowers, plants, and event floristry through a retail storefront, 24/7 SB-Shop, online shop, and the Fleurop delivery network to individual consumers in the Augsburg region.

Ownership category

akta.pro rank

Product category

Garden Center and Florist Retail

NAICS

Florists (45931), Nursery, Garden Center, and Farm Supply Retailers (44424), Greenhouse, Nursery, and Floriculture Production (1114)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD), Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ)

Keywords

• Floral retail services
• Garden center retail
• Horticulture and floristry
• Funeral floral arrangements
• Wedding floral design

Headquarters

HQ city

Augsburg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct sales of flowers, bouquets, plants, and arrangements through physical storefront and online shop. Products include seasonal bouquets (19.95€ - 45.95€), orchids (39.95€ - 130.00€), wreaths, funeral and wedding floristry, and indoor/outdoor plants.
2. Services: Charged services including delivery, pickup service, plant overwintering, planting services, gift wrapping, and gift wrapping.
3. Grave and Garden Maintenance: Ongoing garden design and grave care services including new installation, seasonal planting, and regular maintenance.
4. Fleurop Partner Network: Affiliate referral arrangement through Fleurop for flower deliveries outside the local delivery area, extending reach nationally and internationally.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Gärtnerei Hartmann is a third-generation, family-owned garden center and florist business selling fresh flowers, seasonal bouquets, orchids, indoor and outdoor plants, and providing dedicated floristry for weddings, funerals, and other occasions. The offering is complemented by horticultural services including grave care, garden design, plant overwintering, gift wrapping, and a pickup/delivery service, plus a 24/7 self-service SB-Shop and an online shop with Fleurop integration for nationwide delivery.

Product overview

Gärtnerei Hartmann operates as a traditional family-run nursery (Gärtnerei) in its third generation since 1931, offering a diversified portfolio of products and services centered around plants and floristry. The core product offerings include Floristik (floristry with fresh bouquets and arrangements), Trauerfloristik (funeral floristry with wreaths, casket decorations, and urn arrangements), Hochzeitsfloristik (wedding floristry with bridal bouquets and decorations), and Zimmerpflanzen (indoor plants including orchids). A notable innovation is the SB-Shop (self-service shop) operating 5-23 hours daily for 24/7 access to fresh flowers and plants. The company provides related services including pickup/delivery service, winter storage for potted plants, grave care, and garden design. The business operates both a physical retail location and an online shop (shop.gaertnerei-hartmann.de) for e-commerce ordering with local delivery or pickup, with Fleurop partnership extending delivery reach nationwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Floristik (Floristry) Fresh flower arrangements, hand-tied bouquets, table decorations, and custom floral designs for personal occasions, gifts, and home use, sold to individual retail customers.
• Trauerfloristik (Funeral Floristry) Funeral floral arrangements including wreaths, casket decorations, heart-shaped pieces, bowls, plant displays, and urn decorations for families arranging bereavement floristry.
• Hochzeitsfloristik (Wedding Floristry) Wedding floral arrangements including bridal bouquets, floral headpieces, boutonnieres, car decorations, and table centerpieces for engaged couples and their families.
• Zimmerpflanzen (Indoor Plants) Indoor plants including orchids in various colors and orchid arrangements intended for home decoration, sold via the online shop and physical retail.
• Pflanzenwelt (Plant World) Plants for indoor and outdoor use plus soil, accessories, and related garden supplies, sold to individual retail customers at the storefront and online.
• Grabpflege (Grave Care) New installation, planting, seasonal plantings, and regular maintenance of grave sites for families and individuals, priced on a recurring service basis.
• Gartengestaltung (Garden Design) Garden design, on-site care, and interior greening services for residential and commercial properties, quoted on a project basis.
• Überwinterung (Winter Storage) Seasonal winter storage service for potted plants, including customer-side pickup, transport to company greenhouses, and return delivery after the winter period.
• Abhol- und Lieferservice (Pickup and Delivery Service) Pre-ordered pickup and home delivery service for flowers, plants, and bouquets in the Augsburg area for customers who cannot visit the storefront in person.
• SB-Shop (Selbstbedienungs-Shop) Self-service retail format at Westfriedhof Augsburg open daily 5:00-23:00 (including Sundays and holidays) with giro/credit card-only payment, offering fresh bouquets, decorated plants, and grave-care items.

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• FleuropcoreChannel Partner/ Reseller/ DistributorFleurop is a flower delivery network partner. Gärtnerei Hartmann operates as a Fleurop partner shop, allowing customers to send flowers nationally and internationally through the Fleurop platform. Orders can also be placed through Fleurop for delivery via the local shop.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Interflora: International flower delivery network with German operations, similar to Fleurop. Comparable in enabling cross-region order fulfillment between member florists, intersecting directly with Hartmann's referral economics for non-local orders.
• Fleurop: Germany-headquartered flower delivery network with which Hartmann operates as a partner shop. Fleurop is a direct competitor in local floristry (its member florists fulfill orders) and a channel partner via the affiliate arrangement, making it the most comparable peer.
• Bloom & Wild: Digital-native European flower delivery brand known for letterbox flowers and strong online customer experience. Comparable in flower and plant retail, but competing via proprietary technology platform and direct-to-consumer digital funnel that Hartmann does not match.
• Euroflorist: European flower delivery network with both local florist fulfillment and direct online sales. Comparable to Fleurop/Interflora model and a competitor in the cross-region flower delivery space where Hartmann is only a referral partner.
• Blume2000: Germany's largest specialist florist chain with hundreds of stores, offering fresh flowers, bouquets, and plants via physical retail and online ordering. Directly comparable in core floristry product offering and B2C target customer, though at much larger national scale.

Broad incumbents

• Dehner: Largest German garden center chain combining plants, garden supplies, flowers, and pet/aquatics with extensive own cultivation. Overlaps with Hartmann on nursery stock, garden design, and floral retail, but operates nationwide as a broad-line retailer.
• OBI: Major German DIY and garden retail chain with in-store plants, flowers, and garden supplies. Comparable on garden center assortment and customer demographic, though flowers are an adjacent category rather than OBI's core focus.
• Pflanzen-Kölle: Family-owned German garden center chain with own nursery production, multiple locations, and full-service floristry including weddings and funerals. Closely comparable as a multi-generational horticultural business combining own cultivation with retail and event floristry.
• Hornbach Baumarkt: Large German home improvement and garden retail chain selling plants, soil, and gardening supplies alongside broader hardware assortment. Overlaps with Hartmann's Pflanzenwelt and seasonal offerings as part of a much wider retail portfolio.

Emerging players

• Baldur Garten: German online specialist for plants, seeds, bulbs, and garden products with mail-order heritage. Comparable on live plant retail and target customer (gardening enthusiasts), but operating exclusively online without a local service offering like Hartmann's grave care and delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/gaertnerei.hartmann
• Instagraminstagram.com/gaertnerei_hartmann_augsburg
• LinkedInlinkedin.com/company/g%C3%A4rtnerei-hartmann

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 Gärtnerei Hartmann