Horatio’s Garden
Horatio's Garden is a UK nonprofit charity that designs, builds, and staffs therapeutic gardens within NHS spinal injury rehabilitation centres. It operates nine gardens across England, Scotland, Wales, and Northern Ireland, funded by donations, corporate partnerships, events, and merchandise sales.
- Company typePrivate
- Founded2012
- HeadquartersCoombe Bissett, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Horatio’s Garden does
Horatio's Garden is a UK-registered nonprofit charity (Charity Numbers 1151475 in England and Wales and SC045386 in Scotland) founded in 2012 that creates and maintains therapeutic gardens within NHS spinal cord injury rehabilitation centres. The charity operates a network of nine gardens spanning England, Scotland, Wales, and Northern Ireland, including sites at Stoke Mandeville Hospital, the London and South East region, the Midlands, Scotland, Wales, Northern Ireland, Sheffield and East, the South West, and a ninth forthcoming garden at the Golden Jubilee Regional Spinal Cord Injuries Centre at James Cook Hospital in Middlesbrough. Each garden is designed by award-winning designers and staffed by head gardeners and volunteers to deliver accessible outdoor space for spinal injury patients during long rehabilitation stays. Documented beneficiary outcomes are 100% improved wellbeing, 97% improved family connection, and 92% reporting that creative workshops provide distraction from pain.
The organisation's core offering is physical garden infrastructure embedded within NHS settings, supported by a creative workshops programme (painting, watercolours, arts and crafts). The business model is a multi-channel fundraising operation. Revenue streams include a Friends monthly giving programme (donations of £10 or more per month, receiving a lapel badge and Emma Bridgewater mug), a tiered Patron programme (£2,500, £5,000, or £10,000 per year, each tier quantified to fund 1, 2, or 4 patients and their families for a year), one-off donations, Gift Aid reclaim, payroll giving, share donations, legacy giving, celebration and memorial donations, event ticket sales (including an annual Christmas Carol Concert at St Paul's Cathedral, plant sales, garden tours, sporting challenges, and National Garden Scheme open days), and e-commerce sales of branded merchandise including a bespoke Emma Bridgewater Horatio's Garden ceramic collection. Distribution of beneficiary services is direct through NHS centres, while fundraising is conducted via the charity's own website, TicketTailor-powered event booking, and a direct e-commerce storefront.
Horatio's Garden's go-to-market is community-led and event-driven, with a high-profile ambassador network (Dame Joanna Lumley, Fiona Bruce, Hugh Bonneville) supporting awareness and fundraising. Corporate partnerships are led by the Country Living magazine tie-up — Country Living's first ever charity partner, aligned with its Access for All campaign — and merchandise partnerships with Emma Bridgewater. The charity operates with a staff of 11–50 and is headquartered in Coombe Bissett near Salisbury, with no parent company, venture backing, or public listing.
Horatio’s Garden firmographics
Firmographics- Name
- Horatio’s Garden
- Legal name
- Horatio's Garden
- Website
- https://horatiosgarden.org.uk
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Horatio's Garden is a UK nonprofit charity that designs, builds, and staffs therapeutic gardens within NHS spinal injury rehabilitation centres. It operates nine gardens across England, Scotland, Wales, and Northern Ireland, funded by donations, corporate partnerships, events, and merchandise sales.
- Ownership category
- akta.pro rank
Horatio’s Garden industry classification
Industry- Product category
- Charitable healthcare & wellbeing services
- NAICS
- Landscaping Services (561730)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Tree Care & Arborist Services (BPABADAD)
- akta.pro secondary industry
- Pruning, Deadheading & Plant Health Maintenance (Non-tree) (HSAIAFAI)
Keywords
Where Horatio’s Garden is headquartered
LocationHeadquarters
- HQ city
- Coombe Bissett
- HQ country
- United Kingdom
- HQ region
- Europe
Offices10 records
Markets served
Horatio’s Garden business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Regular Donations (Friends Programme): Monthly giving programme where supporters become 'Friends' of Horatio's Garden with regular donations of £10 or more. Friends receive a lapel badge, Emma Bridgewater mug, and regular updates about the charity's work.
- Patron Programme: Annual giving programme at three tiers: £2,500/year supports one patient and family for a year, £5,000/year supports two patients, £10,000/year supports four patients. Includes exclusive events and recognition.
- One-off Donations: Single donations accepted online for supporters who prefer one-time giving. Gift Aid eligible for UK taxpayers, allowing the charity to claim an extra 25p per £1 donated.
- Legacy Giving: Gifts in wills of any amount, described as a tax-efficient way to support the charity's future work.
- Celebration and Memorial Donations: Donations made in celebration of weddings, birthdays, or anniversaries, or in memory of loved ones. JustGiving pages available for fundraising in someone's memory.
- Corporate Partnerships: Partnerships with companies like Country Living and Emma Bridgewater. Includes corporate donations, cause marketing, and employee fundraising.
- Share Donations: Tax-efficient way to donate shares. For shares over £500, contact the fundraising team directly. For shares under £500, can donate via ShareGift.
- Payroll Giving: UK taxpayers can give regularly and tax-free through their salary via payroll giving schemes.
- Shop Sales: Sale of branded merchandise including Emma Bridgewater Horatio's Garden collection, lapel badges, and other gifts. Proceeds support the charity's work.
- Event Fundraising: Revenue from events including plant sales, garden tours, sporting challenges, and the annual Christmas Carol Concert. Tickets sold for special events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Friends Programme - Monthly Donation |
| Subscription | Monthly | Country Living Partnership Donation Tiers |
| Subscription | Annual | Patron Tier 1 - £2,500/year |
| Subscription | Annual | Patron Tier 2 - £5,000/year |
| Subscription | Annual | Patron Tier 3 - £10,000/year |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
Horatio’s Garden product offering
Product offeringCore offering
Horatio's Garden is a UK charity that creates, maintains, and staffs accessible therapeutic gardens within NHS spinal cord injury rehabilitation centres across the UK. Its core service is providing restorative outdoor environments for spinal injury patients and their families, complemented by creative workshops and head-gardener-led horticultural therapy activities. Funding is generated through donation programmes, merchandise sales, events, and corporate partnerships.
Product overview
Horatio's Garden operates a network of nine therapeutic gardens located within NHS spinal injury rehabilitation centres across the UK, from London to Scotland. The core offering is the garden spaces themselves, supported by creative workshops, regular giving programmes (Friends and Patron tiers), and fundraising events. The portfolio includes physical garden access through National Garden Scheme open days and exclusive Friends member days, alongside merchandise partnerships such as the Emma Bridgewater collection. The charity does not offer a software product, API, or digital platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Horatio's Garden Regional Gardens Network A network of nine purpose-designed, accessible therapeutic gardens built and staffed within NHS spinal cord injury rehabilitation centres across the UK, providing restorative outdoor spaces for inpatients with spinal injuries and their visiting families; staffed by expert head gardeners and supported by volunteers.
- Creative Workshops Programme Creative arts and crafts workshops (painting, watercolour, and other activities) delivered at each garden to provide distraction from pain and support mental wellbeing for spinal injury patients during rehabilitation; 92% of patients report the workshops provide a distraction from pain.
- Friends Membership A regular monthly giving programme (£10+ per month) that funds the gardens; members can choose which garden to support, receive a Horatio's Garden lapel badge, an Emma Bridgewater Horatio's Garden mug, regular updates, and access to Friends member days.
- Patron Programme An annual major-giving programme at £2,500, £5,000, or £10,000 tiers, each funding one, two, or four patients and their families for a year of garden access; benefits include invitations to exclusive events, the Chelsea Flower Show drinks reception, an annual visit to a private garden, and Patron recognition.
- Garden Events & Tours Ticketed public and supporter events including the Christmas Carol Concert at St Paul's Cathedral, plant sales (e.g., Badminton Estate), Friends days, expert-led garden tours, National Garden Scheme/Scottish Garden Scheme open days, and Sporting Challenges; ticketed via TicketTailor.
- Emma Bridgewater Horatio's Garden Collection A bespoke collection of branded ceramic gifts (including an apple blossom design) created in partnership with Emma Bridgewater, sold through the charity's e-commerce shop to fundraise for the charity's work; Friends who donate £10+ per month receive a complimentary mug from the collection.
Quantifiable outcome
- 100% of people with a spinal injury say Horatio's Garden has improved their wellbeing
- +2 more outcomes
Companies that use Horatio’s Garden
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Horatio’s Garden technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Horatio’s Garden partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor, flagship and core.
- St Paul's CathedralminorVenue partner for annual Christmas Carol Concert featuring high-profile speakers and performers including Anna Maxwell Martin, Andy Serkis, Fiona Bruce, Dame Joanna Lumley, Hugh Bonneville, and others.
- Country LivingflagshipCountry Living's first ever charity partner. Partnership aligns with Country Living's Access for All campaign championing rights for everyone to have access to restorative powers of nature. During Country Living's 40th anniversary year, offering exclusive reader events, special offers, and editorial features. Goal to fund one garden for an entire year through 500 Friends giving monthly.
- National Garden SchemecoreEach Horatio's Garden opens once a year as part of the National Garden Scheme in England and Wales (or Scottish Garden Scheme), welcoming visitors to enjoy award-winning designs, tea and cake, and plant sales. Pre-booking available on the events page.
- Scottish Garden SchemecoreGardens in Scotland open as part of the Scottish Garden Scheme annually, providing public access to the therapeutic garden spaces.
- Emma BridgewatercoreBespoke Emma Bridgewater Horatio's Garden mug offered to Friends who donate £10 or more per month. Limited edition collection sold through Horatio's Garden shop. Features apple blossom design.
- Badminton EstateminorBadminton House hosts plant sales featuring plants from Tom Stuart-Smith's RHS Badminton 2026 garden, with proceeds supporting Horatio's Garden.
- Fundraising RegulatorminorRegistered with the Fundraising Regulator, displaying the Fundraising Regulator badge with validation link on the website footer.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Horatio’s Garden competitors and assessment
Company assessmentBroad incumbents
- Macmillan Cancer Support: Macmillan is a major UK healthcare charity that funds specialist roles, gardens, and wellbeing spaces within NHS settings. It is a much larger incumbent operating in the same NHS-embedded, donor-funded, wellbeing-space category, but at significantly greater scale and across cancer rather than spinal injury.
- Marie Curie: Marie Curie is a large UK charity providing care and support for people with terminal illnesses, with hospices and gardens integral to its care model. It is a broad incumbent in the NHS/healthcare-embedded charity space with comparable beneficiary-wellbeing focus.
- Sue Ryder: Sue Ryder provides palliative, neurological, and bereavement support, with hospice gardens integral to its care environment. It is a broad incumbent in the NHS/healthcare charity space with comparable garden-supported wellbeing delivery.
Others
- National Garden Scheme: The National Garden Scheme opens private gardens to the public in support of nursing and health charities, and is already a partner/distribution channel for Horatio's Garden. It is thematically and operationally adjacent, providing visitor access for fundraising events.
- Royal Horticultural Society (RHS): The RHS is the UK's leading gardening charity, promoting horticulture and operating public gardens. It is thematically adjacent through horticulture expertise and event partnerships, and is a potential supplier of design, training, and visitor-economy partnerships for Horatio's Garden.
- Back Up Trust: Back Up supports people affected by spinal cord injury with mentoring, wheelchair skills, and residential courses. It serves the same patient segment as Horatio's Garden and is a relevant adjacent peer for understanding beneficiary needs and partnership potential.
- Spinal Injuries Association (SIA): SIA is the UK national charity for spinal cord-injured people, providing peer support, advocacy, and services. It is the principal peer-organisation in the same beneficiary community and a natural coordination/co-fundraising partner for Horatio's Garden.
Direct peers
- Maggie's: Maggie's operates architect-designed centres (often with significant garden/outdoor space) attached to NHS cancer hospitals across the UK, providing therapeutic environments for patients and families. The model is highly comparable to Horatio's Garden: NHS-embedded, donor-funded, expert-staffed, with quantified wellbeing outcomes.
- Thrive: Thrive is a UK charity that uses gardening to bring about positive changes in the lives of people living with disabilities or ill health. It overlaps with Horatio's Garden on the therapeutic-horticulture thesis and runs programmes in clinical/care settings, though its delivery model is more programme-based than capital-project-based.
- Greenfingers Charity: Greenfingers creates and funds therapeutic gardens at children's hospices across the UK. It is the closest direct peer in terms of activity (building gardens in clinical settings for beneficiaries) and revenue model (donor-funded charity), though it serves a different patient population.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Horatio’s Garden social profiles
Digital presenceHoratio’s Garden financial estimates
Financial estimateRevenue estimate
Valuation estimate
Horatio’s Garden leadership team
Management profileNumber of profiles
Profiles4 records
Horatio’s Garden funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Horatio’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 Horatio’s Garden
What does Horatio’s Garden do?
Horatio's Garden is a UK charity that creates, maintains, and staffs accessible therapeutic gardens within NHS spinal cord injury rehabilitation centres across the UK. Its core service is providing restorative outdoor environments for spinal injury patients and their families, complemented by creative workshops and head-gardener-led horticultural therapy activities. Funding is generated through donation programmes, merchandise sales, events, and corporate partnerships.
Is Horatio’s Garden a public or private company?
Horatio’s Garden is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Horatio’s Garden founded?
Horatio’s Garden was founded in 2012. It employs 11 to 50 people.
Where is Horatio’s Garden based?
Horatio’s Garden is headquartered in Coombe Bissett, United Kingdom, in the Europe region.
How does Horatio’s Garden make money?
Ten revenue lines are on record. Regular Donations (Friends Programme) is the primary driver. The others are patron Programme, one-off Donations, legacy Giving, celebration and Memorial Donations, corporate Partnerships, share Donations, payroll Giving, shop Sales and event Fundraising.
Who are Horatio’s Garden's main competitors?
Broad incumbents on record are Macmillan Cancer Support, Marie Curie and Sue Ryder. Others are National Garden Scheme, Royal Horticultural Society (RHS), Back Up Trust and Spinal Injuries Association (SIA). Direct peers are Maggie's, Thrive and Greenfingers Charity.
Does Horatio’s Garden have an API?
No public API is recorded for Horatio’s Garden.
What industry is Horatio’s Garden in?
Horatio’s Garden's product category is Charitable healthcare & wellbeing services. Its primary akta.pro industry code is BPABADAD, Tree Care & Arborist Services, with a secondary code of HSAIAFAI, Pruning, Deadheading & Plant Health Maintenance (Non-tree). Its NAICS code is 561730 and its SIC code is 700.