Gartencenter Kiefl GmbH

What Gartencenter Kiefl GmbH does

Gartencenter Kiefl GmbH is a family-owned garden retail and hospitality business headquartered in Gauting near Munich, Germany, in its 5th generation of operation since 1987. The company operates a 5,000 sqm physical garden center (last expanded in 2018) that combines own production nursery capacity (Produktionsgärtnerei), an indoor and outdoor retail range covering garden plants, indoor plants, tree nursery (Baumschule), garden supplies, floristry, home decoration and regional fine foods, with an integrated café and restaurant (Kiefl Café & Restaurant) that sources from its own Manufaktur (artisanal pastry and specialty food line). Distribution is hybrid: physical store, a proprietary e-commerce shop on kiefl.de with shipping, Click & Collect, and local delivery within approximately a 30km radius for orders over €25, plus a separate Friedhofsgärtnerei unit at Lorettoplatz in Munich providing cemetery gardening and memorial floristry services. The Kiefl Erlebnis-Acker extends the proposition into participatory agricultural experiences where customers lease and cultivate plots.

The business is run by four members of the Kiefl family — Wolfgang, Carola, Jakob and Valentin Kiefl — as the Geschäftsführung, with no external investors, parent company or funding rounds disclosed. The customer base is predominantly retail consumers segmented into individual gardeners and homeowners (primary), cemetery and memorial services customers, and experience/lifestyle seekers; pricing is unit-based across product categories (e.g., €7.99 bio soils to €309 premium planters), supplemented by the Kiefl Plus loyalty program that returns a 3% annual voucher to members spending €300 or more annually. Marketing is omnichannel and content-led, combining the Kiefl Magazin seasonal publication, two YouTube channels (Kiefls Welt and Carolas Kreativtisch), email newsletters via CleverReach, organic and paid social (Meta Pixel/Google Ads retargeting), and on-site events. National industry recognition includes the Staatsehrenpreis Gold 2005, TASPO Award 2010 for Best Entrepreneur-Run Garden Center, spoga+gafa Award 2018, and Top 3 placement in HDE Stores of the Year 2019 (Home & Living).

The underlying technology stack is conventional e-commerce operations infrastructure rather than differentiated technology: Hetzner hosting for kiefl.de, Google Tag Manager, Google Maps API, YouTube embeds, PayPal processing, Trusted Shops trust seals, and a UserWay accessibility widget. The company carries no mobile app, no public API, and no disclosed AI/ML capabilities. Revenue is not publicly disclosed. Customer bases are diversified across consumer segments with no named enterprise customers, implying a long-tail B2C revenue profile dependent on footfall, local delivery catchment, and online transactions.

Name

Gartencenter Kiefl GmbH

Legal name

Kiefl Gartencenter GmbH

Website

https://kiefl.de

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Gartencenter Kiefl GmbH is a family-owned 5th-generation garden center in Gauting near Munich operating a 5,000 sqm retail facility with own production nursery, integrated café and Manufaktur, e-commerce shop with 30km local delivery, and a Munich cemetery gardening unit, serving individual gardeners, memorial service customers and lifestyle seekers in Bavaria.

Ownership category

akta.pro rank

Product category

Garden Center Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Lawn and Garden Equipment and Supplies Retailers (4442), Florists (459310)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC), Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF)

Keywords

• Garden center retail
• Plant nursery
• Floristry services
• Cemetery gardening
• Garden supplies

Headquarters

HQ city

Gauting

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales (Physical Store): In-store sales of plants, garden supplies, floristry, decorations, and gourmet/local food products at the physical garden center in Gauting near Munich.
2. Online Shop Sales: E-commerce sales through the Kiefl online shop with shipping, Click & Collect, and local delivery options within approximately 30km radius.
3. Café & Restaurant: On-site café and restaurant offering freshly baked cakes, tortes, and specialties from Kiefl's own manufactory.
4. Loyalty Program (Kiefl Plus): Customer loyalty program offering 3% discount as annual voucher for customers reaching €300 annual spend, with additional digital card benefits.
5. Cemetery Gardening Services: Professional grave care, seasonal planting, and individual grave design services at Friedhofsgärtnerei.
6. Garden Service: On-site garden services including plant advice, personal shopping assistance, and garden-related consulting.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Gartencenter Kiefl GmbH operates a 5,000 sqm physical garden center in Gauting near Munich, selling plants, garden supplies, floristry, home decoration, and regional gourmet foods. The business is vertically integrated with an on-site production nursery, an integrated café-restaurant, cemetery gardening services, an experience farm (Kiefl Erlebnis-Acker), and an e-commerce online shop with Click & Collect and local delivery within a ~30km radius.

Product overview

Gartencenter Kiefl GmbH operates a multi-faceted garden center business in Gauting near Munich, Germany. The core offering consists of the physical Kiefl Gartencenter (garden center) with 5,000 square meters of retail space, complemented by the Kiefl Onlineshop for e-commerce sales. The portfolio includes multiple integrated service modules: Kiefl Café & Restaurant (dining), Kiefl Friedhofsgärtnerei (cemetery gardening), Kiefl Erlebnis-Acker (experience farm for vegetable gardening), Kiefl's Manufaktur (artisanal food products), and Kiefl Plus (loyalty program). Product categories within the garden center span Floristik (floristry), Baumschule (tree nursery), Dekoration (home decor), Gärtnerei (production nursery), Zimmerpflanzen (indoor plants), Gartenbedarf (garden supplies), and Regionales & Feinkost (regional fine foods). Additional services include Gartenservice (garden service), Lieferservice (delivery), and Pflanzberatung (plant consultation). The Kiefl Magazin serves as a content/marketing platform. The business has been family-operated since 1987 and is currently in its 5th generation under Wolfgang, Carola, Jakob, and Valentin Kiefl.

Differentiator

Problem solved

Functional benefit

Brands

• Kiefl's Manufaktur: Artisanal products and delicacies produced by Kiefl
• Kiefl Erlebnis-Acker
• Kiefl Plus
• Carolas Kreativtisch
• Kiefl Magazin

Products and services

• Kiefl Gartencenter Main 5,000 sqm garden center in Gauting near Munich offering plants, garden supplies, floristry, and home decor for individual consumers and hobby gardeners.
• Kiefl Onlineshop E-commerce platform providing nationwide shipping plus Click & Collect and local delivery within ~30km radius for garden supplies, plants, floristry, and regional specialties.
• Kiefl Café & Restaurant On-site dining facility offering freshly baked cakes, tortes, breakfast service, and specialties from Kiefl's own manufactory in a garden atmosphere.
• Kiefl Friedhofsgärtnerei Cemetery gardening service located at Lorettoplatz in Munich, providing professional grave care, seasonal planting, and individual grave design services for families and individuals in Munich, Gauting, and surrounding areas.
• Kiefl Erlebnis-Acker Experience farm where customers can rent a plot, plant and harvest their own fresh vegetables, and engage in sustainable gardening as a family activity in the Munich area.
• Kiefl's Manufaktur Artisanal in-house production of handcrafted pastries, cakes, tortes, and specialty food items sold at the garden center and through the online shop.
• Kiefl Plus Bonussystem Free customer loyalty program offering a 3% annual shopping voucher rebate for customers spending €300 or more per year, plus exclusive offers and early workshop access.
• Floristik (Floristry) Floristry department providing artistic arrangements, bouquets, custom creations, wedding floristry, and funeral wreaths for all occasions.
• Baumschule (Tree Nursery) Outdoor tree and perennial nursery offering expert guidance on perennials, roses, shrubs, and trees with assistance on bed design and plant combinations.
• Gartenservice (Garden Service) On-site garden service providing professional gardening assistance, plant consultation, and personal shopping support for customers.
• Lieferservice (Delivery Service) Local delivery service within approximately 30km radius for orders over €25, with cost calculator at checkout. Click & Collect option available for in-store pickup.
• Zimmerpflanzen (Indoor Plants) Indoor plant department featuring green plants, flowering plants, cacti, succulents, Monstera, Zamioculcas, Ficus, Strelitzie, Calathea, Pilea, and orchids.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

Three partnerships are on record, tiered core and minor.

• HetznercoreTechnology or IntegrationWebsite hosting provider. Hetzner Online GmbH provides server infrastructure for the kiefl.de website and e-commerce platform.
• Meta Platforms (Facebook/Instagram)minorGTM or Marketing PartnerSocial media integration and Meta Pixel tracking for advertising, retargeting, and customer engagement through Facebook and Instagram platforms.
• Trusted ShopsminorGTM or Marketing PartnerTrust badge and buyer protection service displayed on the e-commerce website to build customer trust and provide purchase guarantees.

Scale indicators4 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Dehner: Germany's largest garden center chain with ~130+ outlets plus online shop, own production nurseries, cafés, and loyalty program. Direct competitor in full-line garden retail with substantially larger scale, broader geographic coverage, and similar multi-revenue model.
• Bakker.com: Large European online specialist for plants, bulbs, seeds, and garden supplies with nationwide shipping. Directly comparable in online plant retail to Kiefl's e-commerce channel, competing for the same end consumer outside the local catchment.
• Pflanzen-Kölle: Family-founded German garden center chain (since 1813) with multiple full-line outlets, own production, online shop, and events. Highly comparable to Kiefl in assortment breadth, café/event integration, and family-operated positioning, though larger in geographic footprint.
• Baldur Garten: German direct-to-consumer online garden retailer specializing in plants, bulbs, and garden accessories. Comparable in online plant and accessory sales model to Kiefl Onlineshop, with broader national reach.

Broad incumbents

• toom Baumarkt: German DIY chain (Rewe Group subsidiary) with ~300 stores carrying garden centers. Competes with Kiefl on the broader assortment of garden supplies and outdoor products within the Munich metro trade area.
• Hornbach: Major German DIY/home improvement chain with extensive garden departments (plants, soil, tools, outdoor furniture) across 100+ stores plus online. Overlaps significantly with Kiefl on garden supplies and equipment but offers much broader home improvement assortment.
• OBI: Germany's largest DIY chain with ~350 markets including sizeable garden centers carrying plants, soil, and outdoor living products. Competes with Kiefl on the supply side of the assortment but is a non-specialist broader retailer.
• hagebau: German cooperative of ~370 independent specialist retailers in building materials and garden. Comparable to Kiefl via affiliated garden specialist retailers operating under one brand and central services, though with non-integrated ownership.
• Bauhaus (Bauhaus Werkstatt): Pan-European DIY chain with German stores carrying garden, outdoor living, and plants. Overlaps with Kiefl in tools, soils, and outdoor furniture but does not specialize in live plants or horticultural expertise.

Regional players

• Gärtnerei Höss / regional Bavarian Gartencenter: Mid-sized independent garden centers in the Munich/Bavaria region offering plants, garden supplies, and floristry. Most direct local peer set within the same trade area as Kiefl Gauting; comparable assortment but smaller brand reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCEHwva6TXQ-bnSCfyePFT7g
• Facebookfacebook.com/Gartencenter.Kiefl
• Instagraminstagram.com/gartencenterkiefl
• Pinterestpinterest.de/GartencenterKiefl
• LinkedInlinkedin.com/company/gartencenter-kiefl-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 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 Gartencenter Kiefl GmbH