Horticultural

What Horticultural does

Horticultural Italia Srl is a family-owned horticultural retail and services business headquartered in Rome, Italy, operating continuously since 1987 when the founding family took over the historic Sgaravatti nurseries on Via Cassia. The company runs a single City Garden showroom in Rome Nord and a Magento-based e-commerce storefront that delivers plants, pots, gardening supplies, and home decor items throughout Italy. Product revenue is generated from indoor and outdoor plants (tropical, flowering, citrus, fruit trees, perennials, climbing plants), pots and containers, fertilizers, plant protection, irrigation equipment, tools, soil amendments, terrariums, branded candles, and decorative objects.

A second revenue stream comes from professional "Servizi del Verde" — garden design and implementation, ongoing green space maintenance, irrigation system installation, and tree pruning — delivered on-site for private clients, hotels, embassies, companies, and public entities. Pricing is unit-based with plants ranging from €3.90 to over €95 and pots up to €243, and free shipping is offered for orders above €90 across Italy with a local Rome-area fulfillment option.

The technology stack is a standard Magento storefront with conventional catalog, account, wishlist, and product-comparison functionality; the company has no public APIs, no proprietary platforms, and no AI/ML components. Operationally, the company recently invested in an eco-sustainable renovation of its nursery with solar panels, rainwater collection, and draining concrete, signaling capex modernization. The business is privately held by the founding family, structured as an Italian Srl with no external investors, no funding history, and no M&A activity.

Name

Horticultural

Legal name

Horticultural Italia Srl

Website

https://horticultural.it

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Horticultural Italia Srl is a Rome-based family-owned plant nursery operating since 1987, selling indoor/outdoor plants, pots, and garden supplies via retail and nationwide e-commerce, alongside professional garden design, maintenance, and irrigation services for residential, hospitality, and public-sector clients.

Ownership category

akta.pro rank

Product category

Garden Center & Plant Nursery

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Nursery, Garden Center, and Farm Supply Retailers (444240), Landscaping Services (561730)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Agricultural Services (700)

akta.pro primary industry

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

akta.pro secondary industries

Garden Bed Installation & Planting (Annuals, Perennials, Shrubs) (HSAIAFAB), Container Gardening Design, Planting & Maintenance (HSAIAFAN), Pruning, Deadheading & Plant Health Maintenance (Non-tree) (HSAIAFAI)

Keywords

• Plant nursery
• Garden center
• Indoor plants
• Gardening supplies
• Landscape services

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Plants and Gardening Supplies): Revenue from selling plants (indoor, outdoor, tropical, flowering), pots, gardening tools, fertilizers, irrigation equipment, and home decor items through e-commerce and retail.
2. Green Services: Revenue from garden design, garden maintenance, irrigation system installation, and tree pruning services for private clients, companies, and public entities.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Horticultural operates a traditional garden center (City Garden) in Rome Nord combined with a nationwide e-commerce store, selling indoor and outdoor plants, pots and containers, gardening supplies (fertilizers, tools, irrigation equipment, soil amendments), and home decor items such as scented candles and decorative objects. The company also delivers professional green services — garden design, ongoing maintenance, irrigation system installation, and tree pruning — for private clients, hotels, embassies, companies, and public entities.

Product overview

Horticultural is a traditional horticultural nursery and garden center operating since 1987, offering a comprehensive range of plant and garden products through both physical retail and e-commerce. The core offering centers on indoor plants (tropical, flowering, trailing varieties and terrariums) and outdoor plants (citrus/fruit trees, trees/shrubs, perennials, climbing plants), complemented by pots and containers, gardening supplies (fertilizers, plant protection, irrigation equipment, tools, soil amendments), and home decor items (candles, decorative objects). The company also provides professional green services including garden design, green space maintenance, irrigation system installation, and tree pruning. The business operates as a unified retail and service operation rather than a software platform.

Differentiator

Problem solved

Functional benefit

Brands

• Piante da vivere: Registered trademark brand name for Horticultural, meaning 'Plants to live with' in Italian.

Products and services

• Piante da Interno (Indoor Plants)

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Brico io: Italian home improvement and DIY chain carrying plants, pots, and gardening supplies alongside general hardware. Broad incumbent competing for the same DIY gardener customer.
• OBI Italia: Italian DIY chain with garden and outdoor living assortment including live plants and gardening supplies. Broad incumbent that competes on convenience and assortment breadth rather than horticultural specialization.
• Leroy Merlin Italia: Large Italian DIY/home improvement chain with extensive garden center sections offering plants, pots, irrigation, and tools. Not a specialist, but its scale, pricing, and national footprint make it the dominant broad incumbent Horticultural competes against.

Direct peers

• Viridea: Major Italian garden center chain with multiple physical locations across Lombardy and Piedmont, selling plants, pots, gardening supplies, and home decor alongside in-store consultation — the most direct large-format competitor to Horticultural's garden center concept in Italy.
• Bakker (Hillegom): European online specialist retailer of plants, flower bulbs, and gardening products shipping to Italy and other EU countries. Most directly comparable e-commerce-first plant retailer competing for Horticultural's online national audience.
• Verdeidea: Italian garden center operator with multiple stores and an online shop selling plants, pots, and gardening supplies. Directly comparable in retail garden-center model and product mix to Horticultural.

Regional players

• Bloomscape: US online plant retailer shipping live plants nationwide with strong brand positioning. Comparable DTC live-plant e-commerce model but US-only geography.
• The Sill: US-based direct-to-consumer online plant retailer with strong brand and content marketing. Comparable DTC e-commerce plant model but operates in a different geography (North America).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/horticultural

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 Horticultural