Plantasjen Norway

What Plantasjen Norway does

Plantasjen Norway is a privately held Nordic garden and plant retailer operating under the legal entity Plantasjen Norge AS. The company, established in 1986 and headquartered in Kongsvinger, Norway, runs a national chain of physical garden centers combined with the plantasjen.no e-commerce site, plus a sister legal entity Plantagen Sverige AB that extends the chain into Sweden. Across both countries, the group operates 90 retail locations and employs approximately 1,500 staff, with each store supported by what the company describes as knowledgeable employees providing plant care and gardening advice.

The product range is centered on live plants — seasonal plants, perennials, outdoor shrubs/trees/roses, indoor houseplants, seeds, bulbs, and a "Dyrk Selv" (grow-your-own) line including greenhouses and grow lights — and extends into adjacent garden and outdoor-living categories such as soil and fertilizer, garden care tools, watering systems, indoor and outdoor pots, garden furniture (dining sets, lounge groups, sun loungers, parasols), and home decor including artificial plants and seasonal decorations. The e-commerce storefront mirrors the in-store assortment, exposes real-time store stock availability, and supports home delivery and in-store pickup. A customer loyalty program, Plantasjen Kundeklubb, provides points-based rewards and member offers.

The business model is direct-to-consumer specialty retail executed through both physical stores and e-commerce, with a secondary B2B "Bedriftskunder" program offering corporate customers a 10% discount on the full assortment, personal account management, and recurring supply for green corporate environments. Pricing is unit-based for consumers across a wide range from low-ticket gardening gloves to premium outdoor furniture, supplemented by seasonal promotions; the B2B tier operates on an annual recurring relationship. Distribution is regional (Nordic countries: Norway and Sweden), supported by content marketing through the website and active social channels (Instagram, Facebook, YouTube, Pinterest). No external funding, M&A, or public listing has been disclosed.

Name

Plantasjen Norway

Legal name

Plantasjen Norge AS

Website

https://plantasjen.no

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1–10 employees

Short description

Plantasjen Norway is a privately held Nordic garden and plant retailer operating 90 stores and an e-commerce site across Norway and Sweden, selling live plants, gardening supplies, outdoor furniture, and home decor to consumers and corporate customers.

Ownership category

akta.pro rank

Product category

Garden Center Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

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

akta.pro primary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

akta.pro secondary industries

Patio & Outdoor Furniture Retail (Seating, Dining, Umbrellas) (CRAIAIAF), Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)

Keywords

• Garden center retail
• Plants and gardening
• Outdoor furniture
• Garden supplies
• Home and garden

Headquarters

HQ city

Kongsvinger

HQ country

Norway

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Physical and online retail sales of plants, garden equipment, outdoor furniture, pots, soil, fertilizers, seeds, tools, seasonal decorations, and home decor items. Revenue generated through point-of-sale transactions in 90 stores across Norway and Sweden and online purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Plantasjen Norway sells plants, garden furniture, tools, soil, fertilizers, pots, seasonal decorations, and related home and garden products to consumers through 90 physical garden centers across Norway and Sweden and an e-commerce website. The assortment spans live plants (seasonal, perennials, outdoor and indoor), seeds and bulbs, garden care and watering equipment, outdoor furniture, and home décor, supported by a loyalty club and a dedicated business customer program.

Product overview

Plantasjen Norway is a garden center and e-commerce retailer operating 90 stores across Norway and Sweden with approximately 1,500 employees. The company offers a comprehensive product portfolio centered around plants, gardening, and outdoor living. The core offering includes: (1) Live Plants - seasonal plants, perennials, outdoor plants (trees, shrubs, roses, berries, conifers, climbers, Mediterranean plants, hedge plants), and indoor plants; (2) Seeds & Cultivation - seeds, flower bulbs, vegetables, herbs, grow-it-yourself kits, greenhouses, and grow lights; (3) Garden Care - tools, watering systems, fertilizers, soil products, and lawn care; (4) Pots & Planters - indoor and outdoor pots with saucers and trolleys; (5) Garden Furniture - dining sets, lounge groups, sun loungers, benches, café sets, and umbrellas; (6) Home Decor - artificial plants, vases, candles, lighting, and seasonal decorations. The company operates an e-commerce platform with loyalty program (Plantasjen Kundeklubb) and a B2B corporate customer program. The product offering is organized as a unified retail platform with physical stores and online shopping capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Plantasjen: Nordic garden and plant retail chain offering plants, garden equipment, outdoor furniture, and home decor products

Products and services

• Live Plants (seasonal, perennials, outdoor, and indoor) Comprehensive assortment of live plants including seasonal outdoor plants, perennials (lavender, ornamental grasses, herbs, shade varieties), outdoor plants (ornamental bushes, fruit trees, roses, berry bushes, conifers, climbers, Mediterranean plants, hedge plants), and indoor plants (orchids, peace lilies, flowering and green houseplants) for Nordic growing conditions.
• Seeds and Grow-Your-Own (Dyrk Selv)
• Flower Bulbs (Blomsterløk)
• Garden Care (Hagestell)
• Pots and Planters (Potter)
• Garden Furniture (Hagemøbler)
• Watering Equipment (Vanning)
• Soil and Fertilizer (Jord & Gjødsel)
• Lawn Care (Gresspleie)
• Plant Equipment (Planteutstyr)
• Home Décor and Seasonal Items (Til Hjemmet)
• Plantasjen Kundeklubb (Customer Club)
• Bedriftskunder (Business Customer Program)
• Plantasjen Online Store (plantasjen.no)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Plantorama: Denmark's largest garden center chain with broad plant, garden, and outdoor living assortment. Comparable category mix and store-based retail model to Plantasjen, but operating in Denmark rather than Norway/Sweden.
• OBS! Bygg: Norwegian building materials and home improvement retailer carrying a garden and outdoor assortment. Competes with Plantasjen on adjacent categories (soil, tools, outdoor living) from a hardware-focused base.
• Jem & Fix: Danish DIY and home/garden retailer offering plants, garden tools, and outdoor products at value price points. Comparable category overlap with Plantasjen but operating in Denmark rather than Norway/Sweden.

Broad incumbents

• Bauhaus: Large European home improvement and garden center chain with significant presence in Sweden. Overlaps with Plantasjen on garden products, tools, and outdoor furniture, though it serves a broader DIY/home-improvement customer.
• Clas Ohlson: Nordic retail chain selling home, hardware, garden, and leisure products. Competes for garden tools, watering, and outdoor accessories spend, though gardening is one of several categories rather than the core focus.
• Jula: Nordic DIY and home/garden retailer with a strong garden and outdoor assortment across Norway and Sweden. Competes with Plantasjen for seasonal gardening and outdoor furniture spend, but as part of a broader home/construction-focused portfolio.
• Hornbach: European DIY and garden superstore chain with operations in Sweden. Competes with Plantasjen on garden equipment, outdoor furniture, and seasonal outdoor living products from a broad home-improvement platform.

Direct peers

• Blomsterlandet: Major Swedish garden center chain offering plants, garden equipment, and outdoor living products. Closely comparable to Plantasjen's Swedish operations in product mix, store format, and target customer.
• Mester Grønn: Leading Norwegian garden center and florist chain with physical stores and online sales. Directly competes with Plantasjen in the same Norwegian consumer/home-gardener segment with a comparable live-plant and home-decor assortment.

Others

• Interflora: Nordic flower and plant delivery network with retail florist partnerships. Adjacent to Plantasjen on indoor plants and gift occasions, but primarily a delivery/intermediary model rather than a garden-center operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@PlantasjenTV
• Facebookfacebook.com/plantasjen
• Instagraminstagram.com/plantasjen/?igsh=amY0Z3VzNXY0dDY5
• Pinterestno.pinterest.com/plantasjen
• LinkedInlinkedin.com/company/plantasjen-norge

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 Plantasjen Norway