Tui

What Tui does

Tui Garden Products is a New Zealand-based, privately held consumer products company headquartered in Mount Maunganui, Bay of Plenty, that manufactures and distributes a comprehensive range of gardening, pet, and home heating products to New Zealand consumers. The core offering covers soil and potting mixes, fertilizers and tonics, compost/mulch/bark, lawn care, garden pest control, wild bird feeders and seed, tools and accessories, worm farming and composting, and an exclusive online seed range (Tui Seeds). Sub-brands extend the catalogue into Tui Pet (bird seed mixes, feeders, small animal food, chicken feed) and Tui Home Products (natural firelighters, kindling, firewood, and roundwood). The company employs 26 people and operates with no public listing or disclosed external funding.

The underlying business is built on garden product formulation and packaging — including growing media, fertilizers, and potting mixes — supported by operational capabilities at the Mount Maunganui site, which transitioned forklifts from fossil fuel to electric power in December 2023. Tui invests in sustainability infrastructure: carbon neutral certification for Scope 1 and Scope 2 emissions has been maintained since 2020, 96% of growing media/compost bags now use 50% recycled plastic, and 96% of growing media/compost products carry carbon neutral packaging. The company is a paid member of the Soft Plastics Recycling Scheme, which covers approximately 80% of New Zealanders via drop-off points.

Commercially, Tui operates a hybrid direct-to-consumer and retail distribution model: primary sales occur via the tuigarden.co.nz e-commerce store (free shipping on NZ orders over $50) with retail distribution through major hardware and garden chains including Mitre 10 and Palmers stores. Pricing is unit-based with low absolute ticket sizes (seeds at $2.00–$5.24 NZD), reflecting a one-time-purchase CPG model rather than subscription or licensing revenue. Marketing is content-led, anchored by growing guides, a recipe hub, a planting calendar, seasonal gardening hubs, and social channels including TikTok (@tuigardenandhome) and YouTube (Tui TV), driving brand engagement with home gardeners. Long-standing community engagement includes a Garden to Table charity partnership since 2015, with over $200,000 donated supporting approximately 14,000 children across nearly 300 schools.

Name

Tui

Legal name

Tui Garden Products

Website

https://tuiproducts.co.nz

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Tui Garden Products is a privately held New Zealand consumer products company that manufactures and distributes gardening, pet, and home heating products — including soils, fertilizers, seeds, bird care, and firelighters — to Kiwi home gardeners and households via direct e-commerce and retail partners such as Mitre 10 and Palmers.

Ownership category

akta.pro rank

Product category

Garden Products

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442), Nursery, Garden Center, and Farm Supply Retailers (44424), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)

akta.pro secondary industries

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA), Pest Control & Animal Deterrents Retail (Garden/Outdoor Use) (CRAIAIAL)

Keywords

• Garden products
• Garden fertilisers
• Potting mixes
• Wild bird feed
• Lawn care supplies

Headquarters

HQ city

Mount Maunganui

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Others

Revenue model

1. Garden Products Sales: Tui generates revenue through direct sales of garden products including seeds, fertilizers, soil and potting mixes, compost, pest control, tools, and accessories. Products are sold through their e-commerce website and through retail partners across New Zealand.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Tui Garden Products manufactures and sells a comprehensive range of home gardening inputs through its tuigarden.co.nz e-commerce storefront and through retail partners including Mitre 10 and Palmers. The core range covers soil and potting mixes, fertilisers and tonics, compost, mulch and bark, lawn care, garden pest control, wild bird feed and feeders, tools and accessories, and worm farming and composting supplies. The company also operates three sub-brands: Tui Shop (seeds), Tui Pet (bird seed mixes, feeders, small animal food), and Tui Home (natural firelighters, kindling, firewood, and roundwood).

Product overview

Tui Garden Products is a New Zealand-based consumer products company offering a comprehensive range of gardening, pet, and home products. The core offering includes Tui Garden Products covering soil and potting mix, fertilisers and tonics, compost and mulch, lawn care, garden pest control, tools and accessories, and worm farming products. The company also operates Tui Seeds as an exclusive online seed range featuring vegetable, flower, herb, and fruit seeds. Tui Pet provides specialised bird seed products, bird feeders including various mosaic designs and Perky-Pet branded feeders, small animal food including rabbit and guinea pig pellets, and chicken products. Tui Home Products offers natural firelighters, kindling, firewood, and roundwood for home heating. The company focuses on sustainability with carbon neutral certification, recyclable packaging initiatives, and community support through Garden to Table. Products are sold through the Tui website with free shipping on orders over $50 in New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

• Tui Seeds: Range of vegetable, flower, herb, and fruit seeds available exclusively through the Tui website.
• Tui Pet
• Tui Home Products

Products and services

• Soil and Potting Mix

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Garden to TablecoreOthersTui has partnered with Garden to Table since 2015, donating over $200,000 to support their work with primary school children. The partnership includes donating to Garden to Table, sending starter garden packs to schools, supplying seeds and seed raising mix for annual seeding sales, and participating in community days helping schools build and plant new garden beds. Garden to Table is a charity that works in almost 300 schools supporting close to 14,000 children to learn growing and cooking skills.
• Soft Plastics Recycling SchemecoreStrategic or Co-development PartnerTui is a paid member of the Soft Plastics Recycling Scheme, making their growing media, fertiliser, compost, lawn seed and bird seed bags (5kgs and under) eligible for recycling. The scheme covers approximately 80% of New Zealanders with drop-off points, and collected plastics are recycled into BioGro certified organic fence posts at Future Post in Waiuku or into ducting and other products at Second Life Plastics in Levin.
• Mitre 10 and Palmers StorescoreChannel Partner/ Reseller/ DistributorExtended seaweed fertilizer refill trial to 12 selected Mitre 10 and Palmers stores following a successful trial at Mitre 10 Papamoa. Customers can bring empty seaweed bottles to refill with Tui Organic Seaweed and Tui Seaweed & Fish fertiliser.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Osmocote (ICL Group): Major controlled-release fertilizer brand owned by ICL Group. Competes with Tui's fertilizer/tonics range and benefits from global formulation IP and distribution.
• Brunnings: Australian garden products manufacturer with a broad lawn, garden, and bird-care range. Comparable category mix to Tui and a likely cross-Tasman competitive threat if it expands into NZ retail.
• Bunnings Warehouse: Largest NZ home improvement and garden retailer, selling fertilizers, potting mix, tools, and pest control. Represents a major competitive channel for Tui's products and a potential future distribution partner or threat.
• Scotts Miracle-Gro: Global leader in lawn and garden consumer products with brands like Miracle-Gro, Osmocote, and Scotts. Operates broadly across the same categories as Tui but at much larger scale and with global R&D and marketing budgets.
• Mitre 10: Major NZ hardware and garden retail cooperative and current Tui distribution partner. Stocks an extensive garden category across its member stores and competes for the same end customer.

Direct peers

• Daltons: New Zealand-based manufacturer and retailer of potting mix, compost, bark, and landscape supplies. Competes head-to-head with Tui in growing media and is a key overlap in NZ garden retail.
• Yates: Long-established Australian/NZ garden products brand offering seeds, fertilizers, potting mix, and pest control. Directly competes with Tui across most of its core SKU range and is sold through the same NZ retail partners.
• Kings Plant Barn: NZ garden centre chain selling plants, pots, and gardening supplies including its own branded products. Overlaps with Tui's customer base and product categories in the NZ retail channel.

Regional players

• Palmers Garden Centre: NZ garden centre chain and current Tui retail partner. Sells complementary gardening products and provides a distribution channel for Tui, but also carries competing garden care lines.
• Oderings Garden Centres: Family-owned NZ garden centre group with multiple South Island and lower North Island locations. Sells plants and gardening supplies comparable to Tui's offering and overlaps in customer demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/TuiTV
• TikToktiktok.com/@tuigardenandhome
• LinkedInlinkedin.com/company/tui-products-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 Tui