SW Horto AB
SW Horto AB is a privately held Swedish specialty horticulture distributor supplying professional growers, golf courses, municipalities, and resellers with plants, seeds, substrates, fertilizers, and turf inputs via a B2B sales team and gated web shop.
- Company typePrivate
- Founded-
- HeadquartersHammenhög, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
What SW Horto AB does
SW Horto AB is a privately held Swedish specialty horticulture distributor headquartered in Hammenhög, with a secondary warehouse in Knästorp (Staffanstorp). The company supplies professional growers, green-space operators, municipalities, resellers, and equestrian facilities in Sweden with a comprehensive assortment spanning flower and vegetable seeds, bedding and ornamental plants, berries, grass and turf seed mixtures, substrates, fertilizers, plant protection products, and tools. Its product portfolio includes proprietary branded series such as Twix, Carneval, Volante, Orchi, and Ice Babies, alongside licensed distribution of international breeders' varieties, most notably Volmary GmbH (Germany) series including Sunny Susy, Twix, Lubega, and Papallo, and Enza Zaden vegetable varieties.
The business runs a B2B go-to-market with a gated e-commerce platform (sortiment.swhorto.se) accessible only to registered professional customers, complemented by a segmented field sales organization organized into Friland (open field), Trädgård (garden), and Grönytor (green space / turf) teams, plus an inside-sales function. Customer engagement is reinforced through annual and seasonal catalogs, the corporate website, social media channels, and recurring industry events including joint field days with breeder partners, open-house events at supplier facilities (notably the Perstorp soil factory operated with Kekkilä and Hasselfors), and webinars and road shows with technical partners such as Mitchell Products. Pricing is not publicly disclosed; customers must register, declare an annual purchase threshold (minimum 3,000 SEK), and receive account-based pricing.
SW Horto positions itself as a one-stop professional horticulture partner built around deep agronomic expertise and exclusive variety access rather than technology IP. The company is part of a group that includes the Norwegian sister company Norgro, which supports cross-border knowledge exchange in vegetable and potato cultivation. With 26 employees and no publicly disclosed revenue or funding, SW Horto operates as a focused, profitable-appearing SME serving the Swedish and adjacent Nordic professional horticulture market.
SW Horto AB firmographics
Firmographics- Name
- SW Horto AB
- Legal name
- SW Horto AB
- Website
- https://swhorto.se
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SW Horto AB is a privately held Swedish specialty horticulture distributor supplying professional growers, golf courses, municipalities, and resellers with plants, seeds, substrates, fertilizers, and turf inputs via a B2B sales team and gated web shop.
- Ownership category
- akta.pro rank
SW Horto AB industry classification
Industry- Product category
- Professional Horticulture Distribution
- NAICS
- Nursery and Tree Production (111421)
- SIC
- Wholesale-Farm Product Raw Materials (5150)
- akta.pro primary industry
- Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)
Keywords
Where SW Horto AB is headquartered
LocationHeadquarters
- HQ city
- Hammenhög
- HQ country
- Sweden
- HQ region
- Europe
Offices4 records
Markets served
SW Horto AB business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales - Plants and Seeds: SW Horto generates revenue through the sale of plants, seeds, grass mixtures, plant protection products, substrates, fertilizers, and tools to professional growers and green space operators. The company maintains warehouse facilities in Hammenhög and Knästorp (Staffanstorp) for product distribution.
- Web Shop and Catalog Sales: Registered professional customers order through SW Hortos web shop (sortiment.swhorto.se) and through printed and digital catalogs including the main catalog, green space catalog, and Volmary plant catalogs. Sales are facilitated by a dedicated sales team organized by product area.
- Event and Consultation Services: SW Horto organizes field days, open house events, webinars, and road shows to engage customers, demonstrate products, and support sales. These events often involve supplier partners and serve as demand generation activities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | B2B registered customer pricing through web shop |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
SW Horto AB product offering
Product offeringCore offering
SW Horto AB is a B2B horticultural wholesale distributor that curates and supplies a comprehensive assortment of plant varieties, seeds, grass mixtures, substrates, fertilizers, plant protection products, and professional tools to professional growers and green space operators in Sweden. The company operates across two main divisions — Grönyta (Turf/Green Areas) serving golf courses, football pitches, and parks, and Odling/Trädgård (Cultivation/Garden) serving open-field and greenhouse professional growers — distributing proprietary and licensed plant varieties from international breeders including Volmary GmbH and Enza Zaden. Customers access the assortment through a gated B2B web shop and a dedicated sales team organized by product segment.
Product overview
SW Horto AB is a horticultural wholesale company offering a comprehensive range of seeds, plants, and gardening products through multiple product categories. The company distributes both proprietary branded product series (including Twix, Carneval, Volante, Orchi, Ice Babies for flowers and ornamental plants) and third-party brands (Volmary plants, FELCO tools). The product portfolio is organized into: Grönyta (turf/green areas for golf and sports facilities), Odling/Trädgård (cultivation/gardening), Gräs (grass/lawn), Blomsterfrö (flower seeds), Köksväxtfrö (vegetable seeds), Bär (berries), Växtskydd/Jord/Gödsel (plant protection/soil/fertilizers), and Redskap & Tillbehör (tools/accessories). The company serves professional horticulture, landscaping, and gardening markets primarily in the Nordic region.
Differentiator
Problem solved
Functional benefit
Brands
- SW Horto Grönyta: Specialized division focusing on turf and grass solutions for golf courses, football fields, parks and other green areas
Products and services
- Grönyta (Turf and Green Space) Product Line Specialized assortment of grass seed mixtures (including MatchPlay creeping bentgrass and Fairway mixture), wetting agents (Tricure, Terafirm), turf maintenance products, and plant protection solutions (Exteris Stressgard, Signature XTRA Stressgard) designed for golf courses, football pitches, municipal parks, and other professional green spaces in Sweden. Served by a dedicated Grönyta sales team.
- Odling / Trädgård / Friland (Cultivation) Product Line Comprehensive assortment of plant varieties, seeds, young plants, substrates, fertilizers, plant protection products, and tools for open-field and greenhouse professional growers producing vegetables, berries, herbs, cut flowers, and ornamental plants in Sweden. Includes proprietary varieties and third-party brands distributed through the Trädgård and Friland sales segments.
- Volmary Plant Variety Brands Licensed distribution in Sweden of proprietary plant varieties from German breeder Volmary GmbH, including branded series such as Sunny Susy Thunbergia (e.g., White Wedding), Twix Viola, Lubega Dahlia, and Papallo Echinacea. Distributed through catalogs and the SW Horto web shop.
- FELCO Pruning Tools Professional pruning equipment from Swiss brand FELCO distributed by SW Horto to professional horticulture and cultivation customers in Sweden, sold under the Redskap & Tillbehör (Tools & Accessories) category.
- Mitchell Products Wetting Agents Distribution of Mitchell Products turf wetting agents including Tricure and Terafirm for professional turf management on golf courses and sports fields across Sweden. Featured in annual Mitchell Products Road Show events with technical lectures and product demonstrations.
- Substrate and Growing Media Solutions Substrate and growing media products sourced through partnerships with Kekkilä and Hasselfors, manufactured at the Perstorp soil factory, including renewable substrate materials for sustainable professional cultivation. Distributed through the SW Horto Trädgård and Grönyta segments.
- Plant Protection Products (Växtskydd) Plant protection products including Trico Garden (deer deterrent for vegetables, ornamentals, fruit) and turf-specific products such as Exteris Stressgard and Signature XTRA Stressgard (offered under summer campaign pricing for Grönyta customers).
- Vegetable and Berry Seed Varieties Vegetable seed varieties (including Enza Zaden next-generation iceberg lettuce with Nasonovia Nr:0,1 and Bremia Bl 29-41 resistance) and berry plants (including Jordgubbe Rumba strawberry) for professional open-field and protected cultivation in Sweden.
Quantifiable outcome
- 80% harvest loss reduction achieved by Norwegian carrot growers using insect netting solutions shared through SW Horto's network
- +1 more outcomes
Companies that use SW Horto AB
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
SW Horto AB technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
SW Horto AB partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and key.
- Enza ZadencoreEnza Zaden is an international vegetable breeding company that partners with SW Horto for joint field days. The Fältdag Förslöv event on August 13, 2026, featured Enza Zaden's next-generation iceberg lettuce varieties with resistance to Nasonovia (Nr:0,1) and full Bremia resistance (Bl 29–41), demonstrating a co-development and co-marketing relationship for new variety introductions in the Swedish market.
- KekkiläcoreKekkilä is a substrate and soil manufacturer that partnered with SW Horto for the joint open house event (v.33) at the Perstorp soil factory. SW Horto and Kekkilä organized guided tours of the facility showcasing future renewable substrate materials, demonstrating a co-marketing and co-development relationship focused on sustainable cultivation solutions.
- HasselforscoreHasselfors, alongside Kekkilä, partnered with SW Horto for the open house event at the Perstorp soil factory. Hasselfors manufactures growing media and substrates, and the partnership enables SW Horto to offer renewable substrate solutions to its customers while providing Hasselfors with distribution through SW Horto's professional customer network.
- NorgrocoreNorgro is SW Horto's sister company in Norway, part of the same corporate group. SW Horto staff visited Norgro to study Norwegian insect netting practices for carrot and potato cultivation, indicating knowledge exchange and technology transfer within the group. The visit focused on alternative plant protection methods including insect netting (0.6×0.6mm and 0.8×0.8mm mesh) for professional vegetable cultivation.
- Mitchell ProductskeyMitchell Products is a leading supplier of wetting agents (vätmedel) for turf management, supplying SW Horto with products such as Tricure and Terafirm. SW Horto organizes annual Road Show events with Mitchell Products featuring product presentations, technical lectures by Lehn Weaver (co-owner and developer), and practical demonstrations on golf courses across Sweden. Mitchell Products is developing additional new products to be introduced through SW Horto's distribution.
- Volmary GmbHkeyVolmary GmbH is a German plant breeding company and leading European supplier of vegetatively and generatively propagated young plants of flowers, vegetables, herbs, and fruit. SW Horto distributes Volmary's proprietary plant varieties (e.g., Sunny Susy Thunbergia, Twix Viola, Lubega Dahlia, Papallo Echinacea) through its catalogs and web shop, acting as a licensed distributor for the Swedish market.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
SW Horto AB competitors and assessment
Company assessmentBroad incumbents
- Syngenta: Syngenta is a Swiss-based global agricultural science company providing seeds, crop protection, and digital solutions to professional growers worldwide. A broad incumbent offering overlapping crop protection and seed categories to SW Horto's professional customer base, though not specializing in the Nordic horticulture distribution niche.
- Bayer Crop Science: Bayer Crop Science is the agricultural division of Bayer AG, providing seeds, crop protection, and digital farming solutions globally. A broad incumbent with overlapping seed and crop protection categories that compete with SW Horto's offerings at the supplier level.
- BASF Agricultural Solutions: BASF Agricultural Solutions is the agricultural division of BASF SE, providing crop protection, seeds, and digital farming solutions globally. A broad incumbent with overlapping crop protection and seed product categories that compete in the same end markets as SW Horto.
Direct peers
- Norgro: Norgro is SW Horto's sister company in Norway, part of the same corporate group, offering the same horticultural distribution and plant variety assortment to Norwegian professional growers. Direct sibling relationship with shared product sourcing and operational ties.
- Lantmännen: Lantmännen is a large Swedish agricultural cooperative supplying seeds, crop protection, and other agricultural inputs to Swedish professional growers. Direct competitor in the Swedish market with overlapping product categories (seeds, crop protection, fertilizers) and a similar professional customer base.
- DLF A/S: DLF is a Danish-based global market leader in grass seed for turf and forage, with strong Nordic market presence. Directly comparable to SW Horto's Grönyta segment serving golf courses, sports facilities, and green spaces with grass seed mixtures.
- Barenbrug: Barenbrug is a Dutch-based global grass seed company providing turf and forage varieties across Europe and other regions. Directly comparable to SW Horto's turf and grass seed distribution business with overlapping customers in green space management.
Others
- Enza Zaden: Enza Zaden is a Dutch-based global vegetable breeding company that partners with SW Horto for joint field days and variety introductions in the Swedish market. Comparable in the vegetable seed/breeding space but operates upstream as a breeder rather than competing in distribution.
- Rijk Zwaan: Rijk Zwaan is a Dutch-based global vegetable breeding company developing improved varieties for professional growers worldwide. Comparable in the vegetable breeding/seed space but operates as an upstream breeder and does not directly distribute in the Swedish market through SW Horto's channel.
- Volmary GmbH: Volmary is a German plant breeding company and one of SW Horto's key supplier partners for proprietary ornamental and vegetable varieties (Sunny Susy, Twix, Lubega, Papallo). Comparable in the horticulture plant breeding space but operates upstream as a breeder/distributor rather than competing directly in the Swedish market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
SW Horto AB social profiles
Digital presenceSW Horto AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
SW Horto AB leadership team
Management profileNumber of profiles
SW Horto AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SW Horto AB 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 SW Horto AB
What does SW Horto AB do?
SW Horto AB is a B2B horticultural wholesale distributor that curates and supplies a comprehensive assortment of plant varieties, seeds, grass mixtures, substrates, fertilizers, plant protection products, and professional tools to professional growers and green space operators in Sweden. The company operates across two main divisions — Grönyta (Turf/Green Areas) serving golf courses, football pitches, and parks, and Odling/Trädgård (Cultivation/Garden) serving open-field and greenhouse professional growers — distributing proprietary and licensed plant varieties from international breeders including Volmary GmbH and Enza Zaden. Customers access the assortment through a gated B2B web shop and a dedicated sales team organized by product segment.
Is SW Horto AB a public or private company?
SW Horto AB is a private company. It is classified as unknown and is currently operating.
When was SW Horto AB founded?
SW Horto AB was founded in -1. It employs 11 to 50 people.
Where is SW Horto AB based?
SW Horto AB is headquartered in Hammenhög, Sweden, in the Europe region.
How does SW Horto AB make money?
Three revenue lines are on record. Product Sales - Plants and Seeds are the primary driver. The others are web Shop and Catalog Sales and event and Consultation Services.
Who are SW Horto AB's main competitors?
Broad incumbents on record are Syngenta, Bayer Crop Science and BASF Agricultural Solutions. Direct peers are Norgro, Lantmännen, DLF A/S and Barenbrug. Others are Enza Zaden, Rijk Zwaan and Volmary GmbH.
Does SW Horto AB have an API?
No public API is recorded for SW Horto AB.
What industry is SW Horto AB in?
SW Horto AB's product category is Professional Horticulture Distribution. Its primary akta.pro industry code is AFAGAHAM, Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers). Its NAICS code is 111421 and its SIC code is 5150.