Secret Garden

What Secret Garden does

Secret Garden is a privately-held Amsterdam-based hospitality group operating upscale full-service restaurants. Founded in June 2022, the company launched its flagship Secret Garden venue on Reguliersdwarsstraat in central Amsterdam, offering Nikkei cuisine — a fusion of Japanese and Peruvian culinary traditions — across four distinct environments: the Garden Restaurant for formal dining, the Bar & Lounge with resident DJs, the Green Room for pre-dinner cocktails, and the Garden Room for private events accommodating up to 40 seated and 60 standing guests. In 2024 the company extended its portfolio with The Siren, a separate Mediterranean cuisine concept at Rokin, also in Amsterdam.

The group generates revenue through four primary streams: dine-in à la carte service (menu items priced €8–€155, including Japanese Wagyu A4 and caviar), private event bookings, an extensive beverage program (wines, champagnes, premium sake up to 1800ml, and Nikkei-inspired cocktails), and digital gift cards sold via the company website. Pricing is unit-based pay-as-you-go; reservations are managed through the SevenRooms platform, which is shared across both venues to enable cross-booking. Marketing relies on organic social channels (Instagram, Facebook) and the company website. There is no proprietary technology stack, no mobile application, and no disclosed data assets — operational technology is limited to SevenRooms and standard web infrastructure.

The company employs approximately 112 staff across the two venues. It targets upscale diners, food enthusiasts, private event hosts, and beverage connoisseurs in the Amsterdam market. Ownership is private and independent, with no disclosed parent company, venture capital backing, or institutional investors. Operating hours extend into the early hours of the morning (until 01:00–02:00 on most days), positioning the venues as late-night premium dining destinations in central Amsterdam.

Name

Secret Garden

Legal name

Secret Garden

Website

https://secretgardenamsterdam.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

101–250 employees

Short description

Privately-held Amsterdam hospitality group operating two upscale restaurants — Secret Garden (Nikkei cuisine, opened 2022) and The Siren (Mediterranean, opened 2024) — with à la carte pricing, private dining, gift cards, and shared SevenRooms reservations targeting upscale diners, event hosts, and beverage enthusiasts in central Amsterdam.

Ownership category

akta.pro rank

Product category

Upscale Restaurant Hospitality

NAICS

Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)

akta.pro primary industry

Hotel & Resort Restaurants (THAFACAH)

akta.pro secondary industry

Private Chef & In-Home Dining Services (HSACAGAE)

Keywords

• Nikkei cuisine restaurant
• Mediterranean fine dining
• Private dining events
• Japanese peruvian fusion
• Restaurant gift cards

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

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. Dine-in Service: Full-service restaurant offering Nikkei cuisine (Japanese-Peruvian fusion) across multiple dining areas including Garden Restaurant, Bar & Lounge, Green Room, and Garden Room. Revenue generated from food and beverage sales with per-item pricing.
2. Private Dining Events: The Garden Room accommodates groups up to 40 seated and 60 standing for exclusive private dining events including dedicated bar and cocktail station.
3. Gift Cards: Restaurant gift cards sold to consumers for use on future dining experiences.
4. Beverage Sales: Extensive wine, champagne, sake, cocktail, and mocktail programs. Premium offerings include high-end sake (up to 1800ml bottles), rare champagnes, and specialty cocktails inspired by Nikkei cuisine.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Secret Garden operates a full-service Nikkei cuisine restaurant (Japanese-Peruvian fusion) in central Amsterdam, offering a la carte dining across multiple distinct areas (Garden Restaurant, Bar & Lounge, Green Room, and Garden Room). The company also operates a companion Mediterranean restaurant called The Siren at a separate Amsterdam location, and generates ancillary revenue from private dining events, a curated wine and cocktail program, and gift card sales.

Product overview

Secret Garden operates as a multi-venue hospitality group featuring two distinct restaurant concepts: Secret Garden (primary Nikkei cuisine restaurant combining Japanese and Peruvian culinary traditions) and The Siren (Mediterranean cuisine restaurant). The portfolio includes private dining spaces (Garden Room accommodating up to 40 seated/60 standing), full dining menus (Nikkei main menu, wine menu, cocktail program), and gift card products. Secret Garden venues offer formal dinner service, bar and lounge areas, and exclusive private dining experiences.

Differentiator

Problem solved

Functional benefit

Brands

• The Siren: A Mediterranean cuisine restaurant located at the bustling Rokin in Amsterdam, spread across two floors. Offers full à la carte Mediterranean menu, buzzy lounge bar with beverages, champagne and signature cocktails, and private dining room.

Products and services

• Secret Garden Restaurant Full-service Nikkei cuisine restaurant located in central Amsterdam offering Japanese-Peruvian fusion dining across multiple distinct areas (Garden Restaurant, Bar & Lounge, Green Room, Garden Room). Targets upscale diners and food enthusiasts seeking memorable culinary experiences.
• The Siren Mediterranean Restaurant Companion Mediterranean cuisine restaurant located at bustling Rokin in Amsterdam, spread across two floors, offering full à la carte Mediterranean menu, a lounge bar with beverages, champagne, signature cocktails, and a private dining room. Operates under the same ownership as Secret Garden.
• Garden Room Private Dining Private dining space at Secret Garden accommodating up to 40 seated and 60 standing guests, featuring a dedicated bar and cocktail station for exclusive celebrations, corporate events, and private gatherings.
• Restaurant Gift Cards Digital gift cards available for purchase through Secret Garden's website, providing recipients with dining experiences at the restaurant for gifting occasions.

Quantifiable outcome

• Kitchen hours Sunday-Wednesday 17:30-22:30, Thursday-Saturday 17:30-23:00
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• The SirencoreStrategic or Co-development Partner · 1 June 2022The Siren is a companion Mediterranean restaurant concept under the same ownership, also located in Amsterdam. It operates as a distinct venue but shares the SevenRooms reservation system with Secret Garden, allowing cross-booking between both concepts. The Siren was founded as Amsterdam's newest Mediterranean hotspot at the bustling Rokin location, featuring Mediterranean cuisine, a buzzy lounge bar, and private dining.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Bolenius: Amsterdam upscale restaurant focused on contemporary cuisine with a strong beverage program. Comparable to Secret Garden as a competing Amsterdam destination-dining venue.
• Mr Porter: Amsterdam upscale steakhouse and bar inside the W Hotel. Comparable to Secret Garden on Amsterdam-city-center luxury positioning, premium cocktail/dining program, and late-night operating hours.
• Taiko Amsterdam: Asian-influenced fine-dining restaurant located in Amsterdam's Conservatorium hotel. Comparable to Secret Garden on Amsterdam premium Asian-cuisine positioning and high-end clientele.
• Bord'Eau: Fine-dining restaurant inside Amsterdam's Waldorf Astoria. Comparable to Secret Garden on Amsterdam luxury hospitality segment, though operates within a hotel venue rather than independently.
• The Duchess: Amsterdam-based upscale restaurant in a heritage building offering fine dining and cocktails. Comparable as a competing Amsterdam premium dining destination targeting the same affluent local and tourist clientele.
• Izakaya-Ya Amsterdam: Amsterdam upscale Japanese restaurant and bar. Comparable to Secret Garden on premium Japanese-cuisine positioning in Amsterdam and late-night beverage-led service style.

Broad incumbents

• Nobu Restaurants: Global luxury hospitality brand built around Japanese-Peruvian cuisine. Comparable to Secret Garden on Nikkei cuisine foundation and ultra-premium positioning, but operates globally with a much broader portfolio of hotels and restaurants.

Direct peers

• Chotto Matte: London-originated upscale Nikkei restaurant group that has expanded to multiple international cities. Directly comparable to Secret Garden on cuisine (Nikkei Japanese-Peruvian), upscale positioning, DJ-driven late-night ambiance, and multi-venue portfolio strategy.
• COYA: International upscale Nikkei and Pisco Bar concept with locations in London, Dubai, Miami, and Monte Carlo. Closely comparable to Secret Garden on cuisine type, price point, and resident-DJ late-night format.
• Sen Sakana: New York-based upscale Nikkei restaurant. Shares Secret Garden's Japanese-Peruvian fusion identity, premium small-plate format, and high-end sake/cocktail program focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/secretgarden020
• Instagraminstagram.com/secretgarden_amsterdam
• LinkedInlinkedin.com/company/secretgardenamsterdam

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Secret Garden