What Horticom does

Horticom OÜ is an Estonian wholesale distributor of horticultural, agricultural, and home products, founded in 1995 and headquartered in Rae vald, Harjumaa, with a secondary wholesale site in Ülenurme vald, Tartumaa. The company supplies over 5,000 SKUs spanning garden tools, seeds, fertilizers, plant protection products, lawn care equipment, landscaping supplies, greenhouse technology, gloves, boots, and home goods. Its core technology offering for commercial growers is the Priva Compass greenhouse control program, distributed under a partnership with Priva. Two warehouses in Jüri and Tõrvandi anchor the logistics operation, and products are available in most well-stocked garden, hardware, and food retail stores across Estonia, including Bauhof, K-Rauta, and Hortes aianduskeskus.

The business operates two parallel sales channels: a wholesale channel serving retailers, professional growers, and landscaping professionals, and a direct-to-consumer channel via the horticom.ee e-shop, with delivery handled through DPD, SmartPosti, Omniva parcel machines, and Itella courier. A dedicated B2B ordering environment at telli.horticom.ee supports business customers with account management in Tallinn and Tartu. Horticom is the official Estonian representative of Spaas Kaarsen (Belgian candles) and JUB Holland (Dutch flower bulbs), adding premium international brands to its portfolio. Marketing is supported by a gardening blog, Facebook, Instagram, YouTube presence, and an email newsletter aimed at top- and mid-funnel engagement with home gardeners.

The revenue model is straightforward wholesale and retail distribution with one-time transactional purchases; pricing is unit-based, includes 24% VAT, with delivery surcharges by carrier. Customer concentration is split across consumer purchases (long-tail), small retailers (long-tail), and a small number of major retail chains and Estonia's largest plant growers. Ownership is private with no disclosed external investors, no parent company, no funding rounds, and no M&A activity, indicating an organically grown, founder/family-owned regional distributor.

Name

Horticom

Legal name

Horticom OÜ

Website

https://horticom.ee

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Horticom is an Estonian wholesale distributor founded in 1995 supplying over 5,000 horticultural, agricultural, greenhouse-technology, and home-product SKUs to retailers, professional growers, landscaping professionals, and consumers across Estonia via two warehouses, a B2B ordering platform, and a B2C e-shop.

Ownership category

akta.pro rank

Product category

Wholesale Horticultural Supplies

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Lawn and Garden Equipment and Supplies Retailers (4442), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

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

akta.pro primary industry

Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)

Keywords

• Wholesale horticultural supplies
• Gardening products distribution
• Greenhouse equipment supply
• Plant protection products
• Horticulture e-commerce

Headquarters

HQ city

Tõrvandi

HQ country

Estonia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale distribution: Horticom is primarily a wholesale company selling gardening and home products to retailers across Estonia. Their products are distributed through garden centers, construction stores, and food retail chains.
2. E-commerce retail sales: Direct-to-consumer sales through horticom.ee e-shop offering products to home gardeners and consumers with delivery via parcel machines and courier.
3. Business ordering platform: B2B ordering environment (telli.horticom.ee) for business customers to place orders for horticultural supplies, production equipment, and commercial quantities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Horticom is a wholesale distributor of horticultural, agricultural, and gardening products in Estonia, offering more than 5,000 SKUs to retailers, professional growers, landscapers, and end consumers. The company operates its own consumer e-shop (horticom.ee) and a dedicated B2B ordering environment (telli.horticom.ee), supplemented by two large warehouses and distribution through garden centers, hardware stores, and food retailers across Estonia.

Product overview

Horticom is a wholesale horticulture and home goods company operating in Estonia with 30 years of experience. The company offers a portfolio of over 5,000 products across two platforms: B2C e-commerce (Horticomi E-pood) for consumer purchases and B2B ordering system (Telli) for business customers. The product range includes garden supplies (tools, seeds, fertilizers, plant protection), home goods (candles, décor), floristry products, landscaping supplies, and production technology (greenhouses, irrigation systems). Major sub-brands include JUB Holland flower bulbs (Dutch supplier since 1910) and Spaas candles (Belgian manufacturer with 165 years of experience). The company also offers specialized tools like Priva Compass greenhouse automation, Scotts Easygreen and ICL AccuPro seed spreaders, Smartedge and Valley View lawn edgings. Horticom serves both retail garden centers and end consumers across Estonia through its e-commerce platform and distributor network.

Differentiator

Problem solved

Functional benefit

Products and services

• Horticomi E-pood (Consumer E-commerce) Direct-to-consumer online store selling garden supplies, tools, plant care products, gloves, boots, and home goods to home gardeners and hobbyists across Estonia.
• Horticom Telli (B2B Ordering System) Wholesale ordering environment serving commercial horticultural growers, garden retailers, and landscaping professionals with dedicated account management and order processing.
• Production Technology Range Professional greenhouse and irrigation equipment for commercial plant producers, including greenhouses, films, machinery, measurement tools, growing tables, and irrigation systems.
• Priva Compass Greenhouse Control Program Automation software for greenhouse operations that optimises water and energy use and supports vegetable, fruit, and ornamental plant production for professional growers.
• Retail Store Product Range Wholesale assortment of gardening and home products for retail garden stores, including seeds, tools, floristry supplies, soils, plant care items, fertilizers, and pest control.
• Landscaping Product Range Supplies for landscaping professionals, including flower bulbs, hanging baskets, golf and lawn grass, seed spreaders, and lawn/stone edgings.
• JUB Holland Flower Bulbs Quality Dutch-grown flower bulbs and roots supplied by JUB Holland to Estonian home gardeners and landscaping professionals.
• Spaas Candles Belgian-made premium candles distributed by Horticom in Estonia, available to retail and consumer customers.
• Cup Candle Soy Wax Candles Eco-friendly soy wax cup candles sold through Horticom's consumer channels in Estonia.
• ICL AccuPro 1000 Fertilizer Spreader Drop spreader for grass seeds and granular fertilizer aimed at home gardeners and landscaping professionals.
• ICL AccuPro 2000 Fertilizer Spreader Higher-capacity drop spreader for grass seeds and granular fertilizer on large lawns.
• Scotts Easygreen Seed Spreader Broadcast spreader for granular fertilizer, grass seed, and sand on large lawns.
• Smartedge Lawn Edging Flexible polypropylene lawn edging suitable for curved and straight bed designs in gardens and landscaping projects.
• Valley View Lawn Edging UV-resistant polyethylene lawn edging for clean lines between lawns and beds in gardens and landscaping projects.
• Professional Work Gloves Cut-resistant, waterproof, and cold-protection work gloves for construction, industrial, and gardening use.
• Garden Gloves Range Leather, synthetic leather, and latex-coated gloves for light gardening tasks.
• Children's Garden Gloves Polyamide children's garden gloves with PVC grip dots for light gardening activities.
• Men's Garden and Outdoor Boots Men's garden and outdoor boots in natural rubber with neoprene lining or EVA with TPR soles.
• Women's Garden and Outdoor Boots Women's garden and outdoor boots with CLEAN sole technology and cotton lining.

Quantifiable outcome

• Over 5,000 products available through e-commerce
• +1 more outcomes

Named customers5 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

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Spaas KaarsencoreChannel Partner/ Reseller/ DistributorHorticom is the official representative in Estonia of Spaas Kaarsen, a 165-year-old Belgian family company. Spaas produces high-quality candles and is known for excellent quality reputation. They use only the best available ingredients and produce well-burning candles. Spaas emphasizes sharing information on proper candle use.
• JUB HollandcoreChannel Partner/ Reseller/ DistributorJUB Holland (Jac. Uittenbogaard & Zonen BV) is Horticom's partner for flower bulbs. Founded in 1910, it is a traditional Dutch family company that grows and exports quality flower bulbs and roots to more than 30 countries. They are known for diversity, cooperation, quality, and innovation. They have received Royal Warrant 2010, Tuinbouwondernemersprijs 2017, and International Grower of the Year 2018 (gold medal).
• PrivacoreTechnology or IntegrationPriva Compass is a greenhouse control program solution for covered and irrigated crop cultivation. It enables efficient cultivation, optimal water and energy use, and safe production of vegetables, fruits, and ornamental plants.
• DPD EstoniaminorChannel Partner/ Reseller/ DistributorDPD Estonia provides parcel machine delivery services across Estonia with 223 parcel machines in outdoor locations.
• OmnivaminorChannel Partner/ Reseller/ DistributorOmniva provides parcel machine delivery services across Estonia with 267 parcel machines in outdoor locations.
• SmartPosti / ItellaminorChannel Partner/ Reseller/ DistributorSmartPosti/Itella provides parcel machine delivery with 230 indoor parcel machines across Estonia, as well as courier delivery services.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Gardena: Gardena is a leading European manufacturer of gardening tools, irrigation systems, and accessories owned by Husqvarna Group. It is comparable to Horticom as both serve home gardeners through retail distribution with overlapping product categories (irrigation, hand tools, plant care).
• BayWa: BayWa is a German agricultural conglomerate with horticulture, agricultural inputs, and garden retail operations across Central Europe. It is comparable to Horticom as both act as multi-category horticultural wholesalers serving growers and retailers, though BayWa operates at significantly larger scale.
• Scotts Miracle-Gro: Scotts Miracle-Gro is the largest US producer of lawn and garden consumables (fertilizers, seeds, soils) sold through big-box and garden retail channels. It is comparable to Horticom as both distribute branded gardening consumables through retail garden centers, with Scotts representing the global scale leader in this category.
• Husqvarna Group: Husqvarna manufactures outdoor power products including robotic mowers, chainsaws, and trimmers sold through dealer and retail networks. It is comparable to Horticom as both serve home gardening customers through retail distribution in the same category.
• Fiskars Group: Fiskars is a global branded consumer products company whose gardening division (Fiskars, Gerber) produces hand tools, pruners, and axes for home gardeners. It is comparable to Horticom as both sell garden hand tools and consumables through retail channels, though Fiskars operates at far larger scale as a manufacturer.

Direct peers

• Westland Horticulture: Westland is a UK-based manufacturer and supplier of gardening products including composts, seeds, and growing media. It is comparable to Horticom as both distribute branded horticultural consumables through garden retail and e-commerce channels.
• SBM Life Science: SBM Life Science (formerly Bayer Garden) develops and distributes plant protection, pest control, and lawn care products across European retail channels. It is comparable to Horticom as both supply multi-category gardening consumables through retail garden center networks.
• Compo: Compo is a major European producer of plant care, fertilizers, lawn seeds, and pest control products sold through garden retail channels. It is comparable to Horticom as both supply multi-category horticultural consumables to retail garden centers across Europe.

Regional players

• Hortes Aianduskeskus: Hortes is Estonia's largest garden center chain with multiple retail locations, listed as a Horticom customer but operating adjacent retail garden store format. It is comparable to Horticom as both target Estonian home gardeners with multi-category gardening product assortments.

Others

• ICL Group: ICL Group is a global specialty minerals and fertilizer company whose horticultural products (including the AccuPro spreaders carried by Horticom) are sold through professional and consumer channels. It is comparable to Horticom as a supplier of branded horticultural inputs reaching the same end markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC_-s1OUnx-aTAp3ZXZ9oZRw
• Facebookfacebook.com/HorticomEesti
• Instagraminstagram.com/horticomeesti

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Horticom