Alice's Garden
sweeek (formerly Alice's Garden), founded in 2009, is a French direct-to-consumer e-commerce retailer of indoor and outdoor furniture and home goods, operating across 10 European markets with 4 French showrooms and serving budget-conscious residential consumers seeking affordable home furnishings.
- Company typePrivate
- Founded2009
- HeadquartersWambrechies, France
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Alice's Garden does
sweeek (formerly Alice's Garden) is a French direct-to-consumer e-commerce retailer of indoor and outdoor furniture and home goods, founded in 2009 and operated as part of the Walibuy group under the legal name sweeek Walibuy. The company sells through owned, localized e-commerce storefronts in 10 European markets (France, Germany, UK, Spain, Belgium, Italy, Netherlands, Poland, and Portugal) and complements the online channel with four physical showrooms in France (Wambrechies, Neuville-en-Ferrain, Bordeaux-Mérignac, and Paris). Originally launched as an outdoor furniture and garden equipment specialist under the Alice's Garden brand, the company rebranded to sweeek and broadened its catalog into indoor furniture, kitchen, bedroom, bathroom, office, children's rooms, decoration, and outdoor living categories (pergolas, spas, trampolines, barbecues, event tents, sheds).
The core technology is a multi-language, multi-country e-commerce platform supporting localized sites, multi-currency and multi-payment checkout (cards, PayPal, Apple Pay, Alma installments from 2x to 12x), a loyalty program (sweeek club), digital catalogues and lookbooks, and content marketing through blogs and buying guides. Distribution is owned-storefront only with no disclosed third-party marketplace presence; marketing relies on organic social (Facebook, Instagram, YouTube, Pinterest, TikTok), email/newsletter incentives (10% first-order discount), seasonal promotions, and a 4.1/5 average rating across more than 30,000 international reviews.
The business model is one-time product sales of physical goods at mid-market price points (€9.99 to €1,249.99), with an everyday low-price 'Prix mini' selection, free standard delivery, 15-day returns, and installment financing to lift average order value on higher-ticket items. Revenue is generated almost entirely from individual residential consumers distributed across 10 European countries, with a secondary, non-primary B2B segment for hospitality and events. No public revenue disclosure, external funding rounds, or major M&A activity were identified; sweeek operates as a private subsidiary of Walibuy.
Alice's Garden firmographics
Firmographics- Name
- Alice's Garden
- Legal name
- sweeek Walibuy
- Website
- https://sweeek.fr
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- sweeek (formerly Alice's Garden), founded in 2009, is a French direct-to-consumer e-commerce retailer of indoor and outdoor furniture and home goods, operating across 10 European markets with 4 French showrooms and serving budget-conscious residential consumers seeking affordable home furnishings.
- Ownership category
- akta.pro rank
Alice's Garden industry classification
Industry- Product category
- Furniture and Home Goods Retail
- NAICS
- Building Material and Garden Equipment and Supplies Dealers (444)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ)
- akta.pro secondary industries
- Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF), Camping & Overlanding Equipment Retail (CRAMAAAC)
Keywords
Where Alice's Garden is headquartered
LocationHeadquarters
- HQ city
- Wambrechies
- HQ country
- France
- HQ region
- Europe
Offices4 records
Markets served
Alice's Garden business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales: One-time product sales of furniture and home goods through e-commerce channels. Products include outdoor furniture (garden sets, BBQs, spas, trampolines, pergolas, sheds), indoor furniture (sofas, chairs, tables, beds, storage), and children's furniture/play equipment. Revenue is generated through individual transaction payments with various financing options (2x, 3x, 4x, 10x, 12x with Alma).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget/Mid-range furniture and outdoor/indoor home goods |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Alice's Garden product offering
Product offeringCore offering
Alice's Garden, now operating as sweeek, is a direct-to-consumer retailer selling indoor and outdoor furniture, garden equipment, and home décor across 10 European markets. The product range spans garden lounge sets, pergolas, umbrellas, barbecues, spas, trampolines, indoor sofas, dining tables, bedroom furniture, children's furniture, and decorative items, sold through country-specific e-commerce websites and four physical showrooms in France. Revenue is generated through one-time product sales with financing options and free standard delivery.
Product overview
sweeek (formerly Alice's Garden) is a furniture and home decor retailer offering a comprehensive range of products for both indoor and outdoor living spaces. The product portfolio includes: outdoor furniture such as garden lounge sets (salon de jardin), garden chairs, tables, loungers, and sun beds; outdoor structures including bioclimatic pergolas, umbrellas, canopies, and event tents; outdoor cooking equipment including barbecues and planchas; wellness products including inflatable and rigid spas; recreational items such as trampolines; indoor furniture spanning sofas, armchairs, dining tables, sideboards, bedroom pieces, and shelving; children's furniture; and decorative items. The company positions itself as a specialist in outdoor furniture since 2009, expanding to indoor furnishing, with products offered across multiple design styles (Scandinavian, contemporary, industrial, bohemian, vintage). The offering includes both everyday low-price items and discounted destockage products.
Differentiator
Problem solved
Functional benefit
Products and services
- Salon de jardin (Garden Lounge Sets) Garden lounge sets comprising sofa, armchairs, and coffee table in various materials including acacia wood, aluminum, rattan, and textilene fabric, available in multiple configurations and colors for outdoor living spaces.
- Pergola bioclimatique (Bioclimatic Pergola) Aluminum and steel bioclimatic pergolas with adjustable slatted roofs providing shade and ventilation control, available in multiple colors including beige, black, anthracite, kaki, and white for outdoor terraces and gardens.
- Parasol et Tonnelle (Umbrellas and Canopies) Sun protection products including central mast and offset umbrellas in various sizes and colors, plus canopy structures for outdoor events and garden use.
- Barbecue et Plancha (Barbecues and Planchas) Outdoor cooking equipment including charcoal and gas barbecues, and gas or electric planchas for outdoor kitchen setups.
- Spa Gonflable et Spa Rigide (Inflatable and Rigid Spas) Hot tubs available in inflatable and rigid configurations for outdoor relaxation and wellness, sold with related accessories.
- Trampoline Garden trampolines with safety netting in various sizes (250cm to 430cm) and accessory packs for family outdoor recreation.
- Canapé et Fauteuil (Sofas and Armchairs) Indoor seating furniture including sofas, armchairs, and banquettes in fabrics such as boucle, velvet, chenille, and velours cotele, offered in Scandinavian, contemporary, and industrial styles.
- Table à manger (Dining Tables) Dining tables for interior spaces including extendable models in various materials (hevea wood, oak veneer) and styles, seating 2 to 8 people.
- Buffet et Rangements (Sideboards and Storage)
Companies that use Alice's Garden
Customer profileSegments3 records
Ideal customer profiles2 records
Alice's Garden technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Alice's Garden partnerships and signals
Strategic signalScale indicators2 records
Recent moves7 records
Expansion highlights6 records
Alice's Garden competitors and assessment
Company assessmentDirect peers
- Home24: European online furniture and home accessories retailer serving multiple EU markets with mass-market price positioning. Direct comparable on online-first, multi-country, mid-market furniture positioning.
- Wayfair: Global online home goods marketplace with broad furniture and outdoor assortment and significant European presence. Closest direct peer in D2C home e-commerce model and category breadth.
- Westwing Group: European online home and living retailer operating across multiple countries with curated furniture and décor assortment. Closely comparable D2C e-commerce model and pan-European footprint.
- Maisons du Monde: French-headquartered multi-category home and furniture retailer with strong indoor + outdoor assortment and own-brand design positioning. Closest comparable in geography, catalog breadth, and mid-market target customer.
- vidaXL: European online retailer of home, garden, outdoor and furniture products with broad assortment and value pricing. Comparable online-only model, category breadth, and mid-market positioning.
Broad incumbents
- JYSK: Pan-European discount home goods retailer (mattresses, furniture, outdoor) with strong own-brand and value positioning. Overlaps directly with sweeek on outdoor and budget furniture.
- IKEA: Global home furnishing incumbent with massive own-brand assortment, store network, and growing e-commerce across Europe. Defines the price/value benchmark sweeek competes against.
- Amazon Home: Global e-commerce leader with extensive furniture, garden, and home marketplace. Sets baseline for convenience, delivery, and assortment in European markets.
- Conforama: Major French home and furniture mass-market retailer with multi-channel presence. Comparable in French market positioning and mid-market price tier.
Regional players
- Trigano Jardin / Loisir & Jardins network: European specialist manufacturers and distributors of garden furniture, pergolas, BBQs and outdoor equipment. Comparable product mix in the outdoor/garden category central to sweeek's heritage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Alice's Garden social profiles
Digital presenceAlice's Garden financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alice's Garden leadership team
Management profileNumber of profiles
Alice's Garden funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alice's Garden M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alice's Garden
What does Alice's Garden do?
Alice's Garden, now operating as sweeek, is a direct-to-consumer retailer selling indoor and outdoor furniture, garden equipment, and home décor across 10 European markets. The product range spans garden lounge sets, pergolas, umbrellas, barbecues, spas, trampolines, indoor sofas, dining tables, bedroom furniture, children's furniture, and decorative items, sold through country-specific e-commerce websites and four physical showrooms in France. Revenue is generated through one-time product sales with financing options and free standard delivery.
Is Alice's Garden a public or private company?
Alice's Garden is a private company. It is classified as corporate owned and is currently operating.
When was Alice's Garden founded?
Alice's Garden was founded in 2009. It employs 101 to 250 people.
Where is Alice's Garden based?
Alice's Garden is headquartered in Wambrechies, France, in the Europe region.
How does Alice's Garden make money?
One revenue line is on record: product Sales.
Who are Alice's Garden's main competitors?
Direct peers on record are Home24, Wayfair, Westwing Group, Maisons du Monde and vidaXL. Broad incumbents are JYSK, IKEA, Amazon Home and Conforama. Trigano Jardin / Loisir & Jardins network is listed as a regional player.
Does Alice's Garden have an API?
No public API is recorded for Alice's Garden.
What industry is Alice's Garden in?
Alice's Garden's product category is Furniture and Home Goods Retail. Its primary akta.pro industry code is CRAIAAAJ, Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage), with a secondary code of CRAIAIAF, Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas). Its NAICS code is 444 and its SIC code is 5700.