Utomhus.no

What Utomhus.no does

Utomhus.no (legal entity Utomhus Østfold Gress AS) is a family-owned Norwegian producer of pre-cut turfgrass (ferdigplen), sedum green roof systems, and landscaping materials, headquartered in Moss (Dilling) with a regional division (Utomhus Vest) in Bergen established in 2021. Founded in 1989 as Østfold Gress AS, the company operates 1,000 decares of growing area with a stated maximum daily delivery capacity of 15,000 m² and a product range spanning turfgrass rolls, sedum cassettes and mats, heather and wildflower mats, growth substrates, recycled brick aggregates, fertilizers, and installation accessories. Its turfgrass blend (approximately 70% Kentucky bluegrass, 30% red fescue, sourced as Sport Mix 1 from Floratine Norge AS) is tailored to Norwegian climate conditions, and its proprietary sedum cassette system has been produced in-house since 2019.

The business serves four principal customer segments: private homeowners (DTC via utomhus.no e-commerce), professional landscape contractors and builders (B2B Pro program with negotiated pricing and value-added services such as video project documentation), sports clubs and municipal facilities (stadium and golf course deliveries, including hybrid GrasMaster systems with IceSport underground heating), and green roof installers. Revenue is generated through one-time product sales with unit pricing in NOK (e.g., 120 NOK/m² for turfgrass, 625–835 NOK/m² for sedum products), supplemented by negotiated B2B contracts on multi-year bases. Distribution combines a direct-to-consumer online channel, a network of approximately 10 independent retail nursery partners across Norway, and the dedicated Pro/Business sales program.

Utomhus reports 2024 revenue of 48 MNOK and a customer base of 14,120, positioning itself as Norway's largest pre-cut turfgrass producer since 1997. The company is Miljøfyrtårn-certified (December 2025), partners with HØINE AS for reclaimed brick inputs into sedum soil and tennis court grit (claimed up to 99% lower carbon footprint versus new brick), and co-founded Sport og Grøntanlegg (SGA) in 1998 as the primary installation contractor for elite stadium projects including Ullevaal, Brann, Bislett, and Fredrikstad stadiums. Ownership remains concentrated with the Trandem family (founder Johnny Trandem; managing director Ole Christian Trandem), with no external investors or public listing.

Name

Utomhus.no

Legal name

Utomhus Østfold Gress AS

Website

https://utomhus.no

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Utomhus.no is a family-owned Norwegian producer of pre-cut turfgrass, sedum green roof systems, and landscaping materials, serving homeowners, professional landscapers, sports clubs, and green roof installers nationwide via e-commerce, retail partners, and a B2B Pro program.

Ownership category

akta.pro rank

Product category

Turfgrass and Sedum Green Infrastructure Products

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Outdoor Power Equipment Retailers (444230), Fertilizer and Compost Manufacturing (32531)

SIC

Agricultural Production-Crops (100), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Sod, Turfgrass & Groundcover Production (AFAGAHAL)

akta.pro secondary industry

Turf & Ornamental Specialty Fertilizers (Golf, Sports Turf, Landscaping) (AFABACAM)

Keywords

• Pre-cut turfgrass
• Sedum green roof systems
• Growing media substrates
• Sports turf installation
• Landscaping aggregate products

Headquarters

HQ city

Moss

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pre-vegetated turfgrass (ferdigplen) sales: Sale of pre-cultivated, pre-cut turfgrass rolls to consumers, landscapers, municipalities, and sports clubs. Delivered on pallets for installation. Revenue recognized at point of delivery/handover. One-time product sale.
2. Sedum green roof systems: Sale of sedum mats, sedum cassettes, sedum soil, and associated green roof components (drainage elements, protection mats, filter cloth). Can be bundled or sold individually.
3. Growing media and landscaping materials: Sale of growth substrates (vekstjord, takhagejord, sedumjord), sand, expanded clay, decorative stone, river pebbles, crushed brick, fertilizers, and accessories.
4. Sports turf and project deliveries: Large-scale project-based deliveries of sports turf to football stadiums, golf courses, and municipal facilities. Revenue from contract project sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Utomhus.no manufactures and sells pre-cut turfgrass (ferdigplen), Norwegian-produced sedum cassettes and sedum mats for green roofs, and a full ecosystem of growing media, recycled brick substrates, fertilizers, decorative aggregates, and landscaping tools. Products are sold directly to private consumers via the company's e-commerce site and through a dedicated B2B Pro program for landscape contractors, sports clubs, municipalities, and green roof installers across Norway.

Product overview

Utomhus.no is a Norwegian provider of ready lawn (ferdigplen), sedum products, and green solutions for gardens, sports fields, and green roofs. The company operates two divisions (Utomhus Østfold Gress in Moss and Utomhus Vest in Bergen) and offers products through multiple categories: (1) Lawn and turf products including Ferdigplen, Sportsgress, Lyngmatte, and Nordisk blomstereng; (2) Sedum products for green roofs including Sedum i kassett, Sedummatte (with and without reinforcement), and related sedum soil substrates; (3) Soil and substrate products including Vekstjord, Sedumjord, Takhagejord, Ekspandert leire, Gjødsel, Kompost, and Kalk; (4) Aggregate products including Elvestein, Elvesingel, Tennisgrus, Ombruks tegl, and Knust teglstein; (5) Tools and equipment including Gressarmering, Dreneringselementer, Beskyttelsesmatte, Plenfrø, Plenvalse, Barkduk, and various Cellfast hand tools. The company emphasizes local Norwegian production and sustainability, with a focus on circular economy through recycled brick products.

Differentiator

Problem solved

Functional benefit

Products and services

• Ferdigplen (Ready Lawn)

Quantifiable outcome

• Can deliver up to 15,000 m² of pre-cut turfgrass per day
• +3 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• HØINE AScoreStrategic or Co-development PartnerPartnership with HØINE AS for the supply and processing of reclaimed/ recycled brick ( ombrukt tegl). HØINE collects bricks from demolition projects on Østlandet, and Utomhus processes the crushed brick for use in growing media (sedum soil, roof garden soil) and tennis court grit. Whole bricks are sorted and palletized for resale by HØINE. This partnership enables a circular economy product line with claimed 99% lower carbon footprint vs new brick.
• Floratine Norge AScoreTechnology or IntegrationFloratine Norge AS supplies the seed mixture (Sport Mix 1) used in Utomhus's own turfgrass production. The blend consists of ~70% Kentucky bluegrass (Poa pratensis) and ~30% red fescue (Festuca rubra). The same seed is also sold to customers as retail product for overseeding or new lawn seeding.
• Sport og GrøntanleggcoreImplementation/ SI/ Consulting PartnerSport og Grøntanlegg (SGA) is a co-founding partner established alongside Østfold Gress in 1998. SGA serves as the primary installation contractor for Utomhus's stadium and sports turf projects, installing large-roll and small-roll turfgrass systems on elite football and sports facilities across Norway.
• Turfgrass Producers International (TPI)minorOthersInternational industry organization for natural turfgrass/pre-cut grass producers and stakeholders. Based in the USA, TPI works to advance professional knowledge, promote the benefits of natural grass, and represent the industry's interests through education, resources, and advocacy.
• Association of European Turfgrass Producers (ETP)minorOthersThe European industry association for turfgrass producers and suppliers. The ETP connects producers across Europe and serves as a common forum for knowledge sharing and industry matters.
• Planteskoleutvalget – Norsk GartnerforbundminorOthersNorsk Gartnerforbund's (Norwegian Horticultural Association) nursery section is a professional advisory body for the association's main board. Members produce everything from large trees to shrubs, perennials, climbers, fruit trees, groundcovers, and pre-cut turfgrass.
• MastersportminorChannel Partner/ Reseller/ DistributorMastersport partnered with Utomhus to supply recycled brick tennis court grit (tennisgrus) to Moss Tennisklubb in 2025. Mastersport handles distribution and maintenance consultation for tennis court surfaces in Norway.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Sempergreen: Netherlands-based leading European supplier of sedum mats, cassettes, and green roof systems. Directly competes with Utomhus's sedum segment across the European green roof market with similar product categories and B2B go-to-market.
• Optigreen: German green roof system provider offering sedum mats, drainage and substrates for extensive and intensive green roofs. Comparable to Utomhus in product breadth and European B2B distribution.
• Lindum: One of the UK's largest turfgrass producers with a long history in natural turf cultivation for sports and landscaping. Directly comparable to Utomhus's core pre-cut turfgrass business, including deliveries to elite sports venues.
• ZinCo: German manufacturer and supplier of complete green roof systems including sedum mats, drainage layers, substrates, and protection mats. Comparable to Utomhus in providing bundled green roof components rather than just vegetation.
• Greenfields (Grasslands): UK-based sports turf and natural grass provider serving football, rugby, and golf venues. Comparable to Utomhus in delivering natural and hybrid turf systems to elite sports clubs and stadium projects.

Broad incumbents

• Bauder: European manufacturer of green roof and waterproofing systems including sedum vegetation layers. Comparable to Utomhus in the green roof segment but operates as a larger, diversified roofing and waterproofing business.
• Plantasjen: Largest garden center chain in the Nordics, retailing plants, soil, fertilizer, and garden equipment. Overlaps with Utomhus's e-commerce consumer offering but at much larger scale and broader assortment across Norway and Sweden.
• Hasselfors Garden / Kekkilä: Nordic manufacturer of growing media, soil substrates, and landscaping products under Kekkilä and Hasselfors brands. Comparable in soil and substrate manufacturing, plus B2B distribution to landscapers, though much larger and more diversified.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@utomhus6224
• Facebookfacebook.com/utomhusnorge
• LinkedInlinkedin.com/company/utomhus-no
• Instagraminstagram.com/utomhusno

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 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 Utomhus.no