What Happy Garden does

Happy Garden, operated by the French private limited company Allstore SAS, is a direct-to-consumer e-commerce retailer of indoor and outdoor furniture and outdoor living products. The company runs country-specific online storefronts across seven Western European markets — France, Spain, Germany, Italy, Portugal, the Netherlands, and Belgium — with its corporate headquarters located in Wambrechies, France. Its catalog spans roughly thirty product categories organized around a 'garden-as-an-additional-room' lifestyle thesis, including garden furniture (resin, teak, aluminum, acacia sets, loungers, tables, chairs, benches), outdoor cooking equipment (gas and charcoal barbecues, planchas, pizza ovens, rotisseries), outdoor leisure products (inflatable and rigid spas, trampolines, swing sets, playground equipment, foosball tables), outdoor infrastructure (parasols, awnings, pergolas, event tents, outdoor heating, lighting, solar showers, carports, garden sheds), and indoor furniture and home decor (living room, dining room, bedroom, office, bathroom, lighting, linens, cushions, rugs).

The underlying technology is a standard e-commerce platform with no proprietary technology disclosed in the input data — no apps, no public APIs, no AI/ML systems, and no patents or trademarks are referenced. The site supports standard retail features: product catalogs, promotions and discount codes (e.g., EXTRA10), a newsletter subscription, and multi-payment installment options (2x, 3x, 4x) starting from €50 baskets, alongside free mainland France delivery and a 14-day return policy.

The business model is purely transactional D2C retail with no subscription or recurring component. Revenue is generated from one-time product sales across multiple price tiers, from sub-€100 accessories up to €250+ premium items (e.g., a 4-burner gas barbecue at €269.90). Marketing is multi-channel and content-led, combining owned e-commerce, a French-language blog ('Le Mag'), email/newsletter with a €10 first-order voucher, and organic social media on Facebook, Instagram, Pinterest, and YouTube. The company has no disclosed funding, parent company, subsidiaries, management team details, or strategic partnerships, and operates as an apparently independent, privately held retailer.

Name

Happy Garden

Legal name

Allstore SAS

Website

https://happygarden.fr

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Happy Garden (Allstore SAS) is a privately held French D2C e-commerce retailer selling indoor and outdoor furniture, outdoor cooking equipment, and leisure products across seven Western European country-specific online storefronts.

Ownership category

akta.pro rank

Product category

Home and Garden Furniture Retail

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF)

akta.pro secondary industries

Outdoor Living Structures Retail (Sheds, Gazebos, Pergolas, Greenhouses) (CRAIAIAG), Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

Keywords

• Garden furniture retail
• Outdoor living products
• Home and garden e-commerce
• Outdoor cooking equipment
• Indoor furniture online

Headquarters

HQ city

Wambrechies

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (Direct to Consumer): Happy Garden generates revenue through direct product sales to consumers via their e-commerce platform. Products include garden furniture (resin wicker sets, loungers), trampolines, inflatable spas, outdoor cooking equipment (barbecues, planchas), and indoor furniture. Revenue is one-time transactional, with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Happy Garden is a direct-to-consumer e-commerce retailer selling garden furniture, outdoor cooking equipment (barbecues, planchas, pizza ovens), leisure products (spas, trampolines), and indoor furniture (living room, dining, bedroom, office, bathroom). The company operates country-specific online storefronts across seven European countries (France, Spain, Germany, Italy, Portugal, Netherlands, Belgium) with no physical retail locations, offering products at various price points with installment payment options and seasonal sales promotions.

Product overview

Happy Garden is an e-commerce retailer specializing in outdoor and indoor furniture, outdoor equipment, and recreational products. The company operates as a single unified e-commerce platform offering a diverse portfolio organized into main categories: garden furniture (salon de jardin, garden chairs, tables, sun loungers, benches), outdoor equipment (parasols, awnings, pergolas, event tents, outdoor heating, lighting, solar showers, carports, garden sheds), sports and leisure (inflatable and rigid spas, trampolines, swing sets, playgrounds, foosball tables), outdoor cooking (barbecues, planchas, pizza ovens, rotisseries), indoor furniture (living room, dining room, bedroom, office, bathroom), and home decor (lighting, linens, cushions, rugs). The product portfolio emphasizes bringing indoor comfort and styling to outdoor spaces, positioning the garden as an extension of the home.

Differentiator

Problem solved

Functional benefit

Products and services

• Salon de jardin (Garden furniture sets) Garden furniture sets including tables and chairs, available in various materials such as woven resin, teak, aluminum, and acacia wood, sold to individual consumers for outdoor home use.
• Bain de soleil (Sun loungers)
• Chaise de jardin (Garden chairs)
• Table de jardin (Garden tables)
• Spa gonflable (Inflatable spas)
• Spa rigide (Rigid spas)
• Trampoline
• Barbecue
• Plancha
• Four à Pizza (Pizza ovens)
• Parasol (Garden umbrellas)
• Store banne (Retractable awnings)
• Pergola
• Tente de réception (Event tents and marquees)
• Chauffage d'extérieur (Outdoor heating)
• Éclairage de jardin (Garden lighting)
• Douche solaire (Solar outdoor showers)
• Abris de jardin (Garden sheds)
• Carport
• Carré potager (Raised garden beds)
• Balançoire, portique (Swing sets and climbing frames)
• Aire de jeux (Playground equipment)
• Baby Foot (Foosball tables)
• Salon d'intérieur (Indoor living room furniture)
• Salle à manger (Dining room furniture)
• Bureau (Office furniture)
• Chambre (Bedroom furniture)
• Meuble de salle de bain (Bathroom furniture)
• Luminaire (Indoor lighting fixtures)
• Linge de maison (Home linens)
• Coussin déco (Decorative cushions)
• Tapis (Rugs)

Quantifiable outcome

• Free delivery for all purchases in mainland France
• +1 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

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Others

• IKEA:

Direct peers

• Home24: European online furniture and home accessories retailer with multi-country European presence. Comparable business model, customer segment, and category overlap (indoor furniture, home accessories, garden).
• ManoMano: French-founded online marketplace specializing in DIY, home improvement, and outdoor/garden equipment. Comparable for its French origin, e-commerce-only model, and overlap in outdoor equipment categories (pergolas, sheds, outdoor cooking, gardening).
• Maisons du Monde: French-headquartered omnichannel furniture and home décor retailer with strong garden/outdoor furniture offering across multiple European markets. Most directly comparable to Happy Garden given overlapping assortment (indoor + outdoor furniture, home décor) and pan-European footprint.
• Westwing: European e-commerce retailer focused on premium home and living products with curated furniture and outdoor assortment. Comparable for online-only model, pan-European reach, and overlap in indoor furniture and outdoor living categories.
• VidaXL: European online retailer with extensive garden, outdoor, and home furnishings catalog sold across many European country storefronts. Comparable for online-only, multi-country European model and broad outdoor/garden equipment assortment.
• Beliani: European online retailer specializing in outdoor and indoor furniture at accessible price points with country-specific storefronts. Closely comparable to Happy Garden's garden-furniture-led assortment, online-only model, and multi-country European presence.
• La Redoute: Historic French home and furniture e-commerce retailer with significant garden/outdoor furniture and home furnishings assortment. Comparable as a French-anchored, multi-category home and outdoor lifestyle e-tailer with similar demographic and category overlap.

Broad incumbents

• Truffaut: French garden center and outdoor living retailer with both physical stores and e-commerce offering garden furniture, outdoor cooking, and outdoor equipment. Comparable for category overlap (garden furniture, BBQs/plancha, outdoor equipment) in the French market, with stronger brand recognition.
• Wayfair: Global pure-play online furniture and home goods retailer with massive catalog and pan-European delivery. Comparable as a large-scale e-commerce incumbent competing for the same online furniture and outdoor living consumer across the same European geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC12PVu5fNVpfAMRL__Dz-GA/videos
• Facebookfacebook.com/happygardenfr
• Instagraminstagram.com/happygarden_fr
• Pinterestpinterest.fr/happygarden0370
• LinkedInlinkedin.com/company/happy-garden

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 Happy Garden