What Lubera does

Lubera is a Swiss-headquartered direct-to-consumer online plant nursery and e-commerce retailer serving hobby gardeners in Germany, Austria, and Switzerland. The company operates an integrated value chain that spans proprietary plant breeding (Lubera Originale), in-house production, and direct shipment of live plants to consumers' homes via DHL, with free shipping across the DACH region. Its core commercial surface is the lubera.com e-commerce platform, supported by a proprietary packaging system engineered for shipping large live plants, a content hub (Gartenbuch), a branded loyalty program (Tells Club with Tells Äpfel currency), and community features (Gartenstorys, Gärtner helfen Gärtnern). The catalog spans fruit trees, berry bushes, roses, perennials, vegetables, herbs, citrus, Mediterranean plants, indoor plants, and branded consumables (Frutilizer fertilizers, Lubera Activizer EM products, Fruchtbare Erde growing media).

The business model is transactional one-time sales of plants and supplies, with unit pricing typically ranging from €2.30 for small perennials to €50+ for larger specimen plants. Pricing structure includes 5% quantity discounts on orders of 3+ identical items, 20% off pre-configured self-sufficiency bundle sets, and bulk/pallet pricing on soil products. The sole customer segment is individual hobby gardeners (Hobbygärtner), with no B2B, wholesale, or subscription revenue disclosed. Marketing is content-led, anchored by the Gartenbuch knowledge base, Gartenbrief newsletter (German and French), and SEO-driven organic traffic, with the Tells Club loyalty program and community Q&A intended to drive retention and repeat purchase.

Commercial differentiation rests on exclusive proprietary varieties (Lubera Originale, Cassissima, Redlove, VerteVite, EverVeg/Ewiges Gemüse), the Lubera Easytipp easy-care selection, and German production with Swiss roots. The company is privately held with no disclosed external investors, is led by founder Markus Kobelt, and operates with a small team of 12 employees. Strategic momentum is visible through five new product launches across 2025–2026, including the Cassissima blackcurrant series as Plant of the Year 2026, and a structured cadence of trademark registrations across loyalty, breeding, and consumables sub-brands.

Name

Lubera

Legal name

Lubera

Website

https://lubera.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Lubera is a Swiss direct-to-consumer online plant nursery selling proprietary-bred fruits, berries, roses, perennials, vegetables, and branded consumables to hobby gardeners across Germany, Austria, and Switzerland.

Ownership category

akta.pro rank

Product category

Online Plant Nursery and Garden Center

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Nursery and Floriculture Production (11142)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

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

akta.pro secondary industries

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC), Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH)

Keywords

• Online plant nursery
• Garden plants retail
• Fruit trees shipping
• Berry bushes online
• Plant breeding programs

Headquarters

HQ city

Not specified

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Online Plant Sales: Direct-to-consumer sales of plants, seeds, soil, fertilizer, and garden accessories through the Lubera e-commerce platform. Products include fruit trees, berries, vegetables, roses, perennials, and garden supplies. Revenue is generated through one-time product transactions with various price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Lubera is a Swiss-based direct-to-consumer online plant nursery that breeds, produces, and ships a broad catalog of live plants (fruit trees, berry bushes, roses, perennials, vegetables, herbs, citrus, Mediterranean and indoor plants) along with garden supplies such as seeds, fertilizers, soils, and accessories to home gardeners across Germany, Austria, and Switzerland. The company combines proprietary breeding programs, its own production, and a custom packaging system to deliver larger plants via DHL with free shipping, supported by a content platform (Gartenbuch), newsletter (Gartenbrief), and loyalty program (Tells Club).

Product overview

Lubera is a Swiss plant nursery and online plant shop offering a comprehensive catalog of plants for home gardeners. The product portfolio centers around four main areas: (1) edible plants including berry bushes, fruit trees, vegetables, and herbs; (2) ornamental plants including roses, perennials, ornamental trees and shrubs; (3) specialty collections including Mediterranean plants, citrus, and indoor plants; and (4) garden supplies including fertilizers, growing media, and accessories. Key branded lines include Lubera Originale (proprietary plant varieties bred or introduced by Lubera), Lubera Easytipp (easy-care plant selections), Frutilizer fertilizers, and the Tells Club loyalty program. The company operates primarily as an e-commerce platform with German-speaking market focus (Germany, Austria, Switzerland) and provides educational content through its Gartenbuch (garden journal) platform.

Differentiator

Problem solved

Functional benefit

Brands

• Tells® Club: Loyalty program where customers earn Tells apples that can be redeemed for discounts on future purchases. One Tells apple equals 1% discount, up to 20 Tells can be redeemed simultaneously.
• Tells® Gartenbrief
• Lubera Originale
• Lubera Easytipp
• Lubera Gartenbuch
• Frutilizer®
• EverVeg® (Ewiges Gemüse)
• Cassissima®

Products and services

• Lubera Originale (Exclusive Plant Varieties) Exclusive plant varieties bred by Lubera or first brought to market by Lubera, marketed under the Lubera Originale sub-brand. Customers purchasing Lubera Originale receive double Tells loyalty points.
• Berry Bushes (Beerensträucher) Range of berry bushes including currants, gooseberries, blackberries, raspberries, blueberries, and specialty berries, featuring Lubera-bred varieties like Cassissima blackcurrants and Firstberries. For home gardeners.
• Fruit Trees (Obstbäume) Selection of fruit trees including apple, pear, cherry, apricot, peach, plum, and specialty fruit trees such as kiwi and pawpaw, including columnar fruit trees and dwarf varieties. For home gardeners.
• Roses (Rosen) Extensive rose collection including English roses from David Austin, German Kordes and Tantau roses, French Delbard and Guillot roses, and Lubera's own Roseasy line, covering climbing, bush, bedding, and rambling roses. For home gardeners.
• Perennials (Stauden) Broad selection of perennial plants including ornamental grasses, peonies, irises, hostas, daylilies, and many more, organized by flowering season, color, height, and usage. For home gardeners.
• Citrus Plants (Zitruspflanzen) Citrus plants including lemon, orange, mandarin, kumquat, lime, and grapefruit trees, including hardy Switrus varieties for cooler climates. For home gardeners.
• Mediterranean Plants (Mediterrane Pflanzen) Mediterranean plants including fig trees (Gustissimo line), olive trees, pomegranate trees, banana plants, palm trees, and oleander. For home gardeners.
• Vegetable Plants (Gemüsepflanzen) Vegetable plants for home gardens including tomatoes, peppers, cucumbers, eggplants, potatoes, squash, and perennial vegetables like asparagus and rhubarb, including specialty lines such as OpenSky tomatoes. For home gardeners.
• Herbs & Spices (Kräuter & Gewürze) Culinary herbs and tea plants including lavender, rosemary, sage, thyme, mint varieties, and Camellia sinensis (tea plant). For home gardeners.
• Seeds (Samen) Seeds for vegetables, herbs, flowers, and grasses including Lubera's own branded seeds and Zollinger Bio organic seeds. For home gardeners.
• Flower Bulbs (Blumenzwiebeln) Spring and summer flowering bulbs including tulips, daffodils, crocuses, lilies, and dahlias, organized by season, color, and usage. For home gardeners.
• Ornamental Trees & Shrubs (Ziergehölze) Ornamental trees and shrubs including magnolias, rhododendrons, hydrangeas, clematis, bamboo, and hedging plants. For home gardeners.
• Indoor Plants (Zimmerpflanzen) Indoor plants including Monstera, Ficus varieties, palms, Anthurium, and air-purifying plants. For home gardeners and indoor plant enthusiasts.
• Frutilizer Fertilizers (Frutilizer Dünger) Lubera's branded fertilizer products including instant liquid fertilizers and specialized formulations like Frutilizer Citrus fertilizer. For home gardeners.
• Growing Media (Fruchtbare Erde) Lubera's growing media products including potting soil for containers and citrus (Nr. 1), planting soil for garden beds (Nr. 2), and peat-free soil for natural gardens (Nr. 4). Available in bag and pallet bulk quantities. For home gardeners.
• Lubera Activizer (Effective Microorganisms) Effective microorganisms concentrate with plant extracts for natural plant vitality and resistance. All-in-one plant strengthening product. For home gardeners.
• Garden Accessories (Gartenzubehör) Garden accessories including plant protection nets, garden fleece, LED grow lights, plant measuring devices, and winter protection. For home gardeners.
• Tells Club Loyalty Program Customer loyalty program where customers earn Tells Apples (1 Tells per €25 spent) redeemable as 1% discount per Tells on future purchases, up to 20 simultaneously. Bonus Tells awarded for garden stories and community Q&A.
• Cassissima Blackcurrant Series (Plant of the Year 2026) New 2026 branded series of improved blackcurrant varieties (Blackbells, Black Marble, Little Black Giant, Nimue) repositioning blackcurrants with larger fruits and better growing characteristics, named Plant of the Year 2026.
• Sugabeauty Sweet Potato 'Blooming Lady' New 2025 specialty sweet potato variety with ornamental flowers and edible tubers, part of the Sugabeauty line with exotic appearance.
• Cooltropics Passion Fruit 'Snowstar' New 2025 passion fruit variety from the Cooltropics series with distinctive white star-shaped flowers.
• Everbarber Rhubarb 'Potstar' New 2025 compact rhubarb variety from the Everbarber series with early harvest and pot-friendly growth habit.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• DHLcoreChannel Partner/ Reseller/ DistributorLubera ships all plants via DHL delivery service. The partnership enables direct-to-consumer delivery of live plants to home addresses across Germany, Austria, and Switzerland.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@gartenvideos
• LinkedInlinkedin.com/company/lubera

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Lubera