Floragard Vertriebs-GmbH

What Floragard Vertriebs-GmbH does

Floragard Vertriebs-GmbH is a German manufacturer of potting soils and growing substrates headquartered in Oldenburg, Lower Saxony, operating continuously since its 1919 founding as Torfstreuverband GmbH. The company produces peat-based and peat-free substrates under proprietary brands including Floratorf, Floragard, Floradur, Florabalt, TKS, Rhodohum, Florahum, Growing Happiness, and Bio-Topp, with a documented recipe library of more than 4,000 substrate formulations housed in the proprietary Floraexpert database. Its technology foundation rests on substrate formulation expertise developed over more than a century, anchored by a 600 m² experimental greenhouse and laboratory at headquarters, RAL quality certification, and proprietary additives such as Instant Plus® and Vital-Ton®.

The business operates two parallel go-to-market motions. On the B2B side, Floragard serves professional horticulture customers (vegetable, ornamental, berry, propagation, and landscaping growers) through direct sales and co-development of individually tailored substrates with the company's substrate field experts and technical department. On the B2C side, hobby gardeners are reached through garden centers, retail traders, and e-commerce platforms (since 2017), with a multilingual website supporting German, English, French, Spanish, Italian, and Chinese. Reported geographic reach extends across more than 85 countries, including Germany, Switzerland, Austria, Italy, the UK, France, Spain, the USA, and China.

Floragard Vertriebs-GmbH is a privately held GmbH with no public listing, no disclosed external funding rounds, and no reported institutional or private equity ownership. Revenue is generated through one-time sales of packaged substrates (universal, specialty, organic/UAB-certified, and pet-care products) at undisclosed list prices denominated in Euro. The company reports 57 employees and is led by Managing Director Ulrich von Glahn.

Name

Floragard Vertriebs-GmbH

Legal name

Floragard Vertriebs-GmbH

Website

https://professional.floragard.de

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

51–100 employees

Short description

Floragard Vertriebs-GmbH is a German manufacturer of potting soils and growing substrates, founded in 1919 and headquartered in Oldenburg. The company serves professional horticulture growers and hobby gardeners worldwide through B2B direct sales, garden center distribution, and e-commerce channels across 85+ countries.

Ownership category

akta.pro rank

Product category

Horticultural Growing Media (Potting Soils and Substrates)

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

Agricultural Chemicals (2870)

akta.pro primary industry

Forest Nursery Growing Media, Containers & Inputs Supply (AFAMADAH)

Keywords

• Potting soils
• Growing substrates
• Professional horticulture
• Organic gardening supplies
• Peat-free substrates

Headquarters

HQ city

Oldenburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Potting Soils and Substrates Sales: B2B and B2C sales of premium potting soils and substrates for professional horticulture and hobby gardening. Products include universal soils, specialty soils for various plant types, organic/vegan soils, and professional growing substrates. Revenue is generated through direct B2B sales to professional growers and through retail distribution channels to end consumers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Floragard Vertriebs-GmbH develops, produces, and distributes premium potting soils and growing substrates for both professional horticulture (B2B growers) and hobby gardeners (B2C retail). The portfolio spans universal, specialty, organic/vegan (UAB-certified peat-free), and crop-specific substrates under brands such as Floragard, Floradur, Florabalt, and TKS, leveraging a proprietary Floraexpert database of 4,000+ recipes built on more than 100 years of formulation experience.

Product overview

Floragard Vertriebs-GmbH is a German manufacturer (based in Oldenburg, established 1919) producing potting soils, substrates, and related products for both professional horticulture and hobby gardeners. The product portfolio spans multiple categories: (1) Consumer/hobby products under the Floragard brand including Universal/Flower/Planting Soils, Garden/Outdoor Soils, Balcony/Container Soils, Vegan/Organic (UAB-certified peat-free) Soils, Indoor Soils, Mulch Materials, BestGreen, Growing Happiness, Products for Pets, and the Floradur Gardener's Soils line; (2) Professional substrates under sub-brands including Florabalt (Baltic-origin substrates), Floradur Professional, and TKS (including TKS Instant, TKS 1 Seed); (3) Raw materials including Florabalt Peat. The company maintains over 4000 different substrate recipes in the Floraexpert database developed through more than 100 years of experience. Products include specialty formulations for propagation, potting, containers, berry fruits, landscaping, organic/peat-free applications, and growbags. The company collaborates with substrate field experts and the Technical Department of Horticulture to develop individually tailored special substrates for professional growers.

Differentiator

Problem solved

Functional benefit

Products and services

• Floragard Potting Soil (Germany)

Quantifiable outcome

• Promotes vigorous plant growth for up to 12 weeks

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered minor.

• IVG (Industrieverband Gartenbau)minorOthersIVG is a German horticultural industry association. Listed as a partner on the horticulture section of Floragard's website.
• Erden & SubstrateminorOthersIndustry information platform for growing media. Listed as a partner on the horticulture section of Floragard's website.
• Growing Media EuropeminorOthersEuropean association for growing media industry. Listed as a partner on the horticulture section of Floragard's website.
• Solidarfonds BaumschulgärtnerminorOthersSolidarity fund for nursery gardeners. Listed as a partner on the horticulture section of Floragard's website.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• ASB Greenworld: German manufacturer of substrates, growing media, and horticultural soils for both professional growers and end consumers. Closely comparable to Floragard in product categories, including peat-free and organic-certified offerings.
• Stender AG: German substrate and growing media producer serving professional horticulture and retail. Direct peer with comparable product line focused on peat-based and specialty substrates in the German and European market.
• Gramoflor: German producer of peat-based and peat-free substrates, organic soils, and specialty growing media for professional horticulture and hobby gardeners. Closely comparable to Floragard in product portfolio, customer segments, and German Mittelstand positioning.
• Compo: Major German horticultural inputs brand offering potting soils, fertilizers, and substrates to hobby gardeners through retail trade. Comparable to Floragard in consumer-facing substrate products and German garden-center channel positioning.
• Klasmann-Deilmann: Germany-based leading manufacturer of growing media and substrates for professional horticulture and consumer markets. Direct competitor to Floragard in peat-based and peat-free substrates with overlapping product ranges and customer base in European horticulture.
• Hawita Group: German family-owned manufacturer of horticultural substrates and growing media for professional and hobby markets. Competes directly with Floragard in peat and peat-free substrate formulations across European B2B and B2C channels.
• Jiffy Group: International producer of growing media, propagation substrates, and cultivation systems for professional horticulture. Comparable to Floragard in professional horticulture substrate offerings and global geographic reach.

Broad incumbents

• Sun Gro Horticulture: North American leading producer of peat-based and peat-free growing media for professional and consumer horticulture. Comparable to Floragard in core substrate offering but with a much larger North American distribution platform.
• Premier Tech: Large Canadian-based producer of horticultural growing media, peat, and substrates with a global footprint. Operates broadly in the same substrate category as Floragard but at significantly greater scale and with a wider product portfolio.

Regional players

• Westland Horticulture: UK-based horticulture company manufacturing growing media, composts, and garden products primarily for the British market. Comparable in substrate category to Floragard but with geographic focus on the UK and Ireland rather than Continental Europe.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Floragard
• Instagraminstagram.com/floragard_de
• LinkedInlinkedin.com/company/floragard-vertriebs-gmbh

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 Floragard Vertriebs-GmbH