Hillier Nurseries Ltd

What Hillier Nurseries Ltd does

Hillier Nurseries Ltd is a privately held, family-owned UK horticultural company founded in 1864 by Edwin and Betsy Hillier in Winchester, Hampshire, currently led by CEO George Hillier. The company operates 23 garden centres across the South of England spanning Hampshire, Sussex, Berkshire, Buckinghamshire, Oxfordshire, and Greater London, supported by its own nurseries in Hampshire that propagate plants for sale through both physical retail and online channels. Core product categories include plants (shrubs, perennials, ferns, ornamental grasses, ornamental and fruit trees), seeds and bulbs, gardening supplies, landscaping products, power tools, outdoor living (furniture, BBQs, garden buildings), watering equipment, wild birdcare, and homeware.

The business operates across multiple distribution channels: physical garden centre retail with integrated Mulberry & Thyme restaurants and cafés plus the Edwin & Betsy's and Clocktower Café concepts, the hillier.co.uk e-commerce site including the Garden Gateway third-party vendor marketplace, dedicated Trade Account programmes with a Romsey Cash & Carry facility for landscape professionals, and a separate wholesale trees portal at trees.hillier.co.uk for commercial buyers. Revenue is generated through one-time retail purchases across garden centres and online, trade subscription-style discount programmes, wholesale commercial tree sales, and foodservice transactions.

Hillier holds a Royal Warrant by Appointment to His Majesty The King as Supplier of Ornamental Trees and Shrubs and has won 13 consecutive RHS Chelsea Flower Show Gold Medals, supporting a premium brand positioning in UK ornamental horticulture. The company runs a free Gardening Club loyalty programme accruing 5 points per £1 spent and distributes content through its Garden & Home Ideas hub and active social media presence, with no disclosed technology stack beyond standard e-commerce, PCI DSS compliant payments, and third-party courier integrations.

Name

Hillier Nurseries Ltd

Legal name

Hillier Nurseries Limited

Website

https://hillier.co.uk

Company type

Private

Founded year

1864

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Hillier Nurseries is a 160-year-old UK family-owned horticultural retailer operating 23 garden centres across southern England. It sells plants, garden products, outdoor living goods, and foodservice via retail, online, trade accounts, wholesale trees, and a third-party marketplace.

Ownership category

akta.pro rank

Product category

Garden Centre Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Lawn and Garden Equipment and Supplies Retailers (4442), Nursery and Floriculture Production (11142), Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

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

akta.pro secondary industries

Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH), Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG), Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM), Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)

Keywords

• Garden centre retail
• Ornamental plants
• Horticultural wholesale
• Garden products
• Nursery services

Headquarters

HQ city

Ampfield, Romsey

HQ country

United Kingdom

HQ region

Europe

Offices25 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Garden Centre Retail Sales: Revenue from physical garden centre sales across 21+ locations in the South of England, offering plants, gardening products, outdoor living, homeware, and garden buildings.
2. Online Shop Sales: E-commerce sales through hillier.co.uk delivering plants and garden products direct to homes across the UK, including third-party Garden Gateway vendor products.
3. Restaurant and Café Operations: Mulberry & Thyme garden centre restaurants and coffee shops, plus Edwin & Betsy's Restaurant at Weyhill, offering breakfast, lunch, afternoon tea, and beverages.
4. Trade Accounts: Dedicated trade card membership scheme offering discounts to trade professionals, usable at garden centres and the Romsey Cash & Carry.
5. Commercial Trees Wholesale: Wholesale tree sales to trade customers through dedicated portal (trees.hillier.co.uk).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Hillier Nurseries sells plants, trees, seeds, bulbs, gardening supplies, outdoor living products, garden buildings, homeware and wild birdcare items through 23 garden centres across the South of England and an online shop at hillier.co.uk. The company grows plants in its own Hampshire nurseries, operates integrated restaurants (Mulberry & Thyme, Edwin & Betsy's), serves trade professionals through Trade Accounts and a Romsey Cash & Carry, and offers commercial trees via a dedicated wholesale portal.

Product overview

Hillier Nurseries Ltd operates a multi-channel retail and wholesale business centred on horticulture and garden retail. The core offering consists of an online shop and 23 garden centre locations across South England, selling plants, gardening supplies, power tools, outdoor living products, homeware, and more. Key product lines include Plants (shrubs, perennials, trees), Seeds & Bulbs, Gardening Supplies, Power Tools, Outdoor Living (furniture, BBQs), Garden Buildings, and Homeware. The company operates Mulberry & Thyme and Edwin & Betsy's restaurants at various locations. Hillier Garden Gateway is a third-party vendor marketplace extending the online range. The business also serves trade customers through dedicated trade accounts and a wholesale trees operation, supported by a free loyalty programme (Hillier Gardening Club).

Differentiator

Problem solved

Functional benefit

Products and services

• Plants Range of shrubs, herbaceous perennials, ferns, ornamental grasses, ornamental trees and fruit plants sold online and at garden centres for home gardeners.
• Seeds and Bulbs Flower bulbs, flower seeds, vegetable and herb seeds, garlic and onion sets, seed potatoes, and rhubarb and asparagus crowns for grow-your-own gardeners.
• Gardening Supplies Compost, soil improvers, garden tools, propagation equipment, lawn care, watering equipment, hanging baskets, plant pots, hardware, clothing, plant food, fertilisers, pest and weed control products.
• Landscaping Products Grass turf, trellis, screening, fencing, decking and aggregates for garden landscaping projects.
• Garden Power Tools Lawn mowers, grass trimmers, hedge trimmers, pressure washers, leaf blowers, scarifiers, tillers, garden shredders, log splitters and accessories.
• Outdoor Living Garden furniture sets, BBQs, arbours, arches, gazebos, parasols, pergolas, chairs, benches, outdoor bars, kitchens, storage, covers, cushions, firepits, heaters, lighting, water features, fuels, ornaments and camping equipment.
• Garden Buildings Sheds, greenhouses, summerhouses and cabins for garden storage and outdoor living spaces.
• Homeware Home accessories, cooking and dining items, bathroom products, rugs, doormats, stationery, toys, games, model kits, pet supplies, food hampers and gift sets.
• Hillier Garden Centres Network of 23 garden centre retail locations across the South of England offering plants, garden products and on-site restaurants and cafes.
• Mulberry and Thyme Restaurants and Coffee Shops Restaurant and cafe brand at multiple Hillier garden centre locations serving breakfast, lunch, afternoon tea and beverages.
• Edwin and Betsy's Restaurant Family-friendly restaurant at Hillier Garden Centre Weyhill, named after company founders Edwin and Betsy Hillier, serving freshly prepared seasonal meals.
• Hillier Gardening Club Free loyalty programme offering exclusive discounts, member-only offers, and points earned on purchases (5 points per £1 spend).
• Hillier Garden Gateway Online marketplace offering third-party vendor products not available in centre, including power tools, bulk bags, seasonal decorations and more, shipped directly from suppliers.
• Hillier Trade Accounts Trade account programme for professional gardeners, landscapers and businesses offering trade discounts and access to the Cash and Carry Romsey facility.
• Wholesale Trees (Trade Only) Commercial tree wholesale service for trade customers, accessible via trees.hillier.co.uk.
• Hillier Gift Cards Gift cards available online or in garden centres, redeemable for products and services across the Hillier business.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered minor.

• Forest Garden LimitedminorChannel Partner/ Reseller/ DistributorUK manufacturer and distributor of quality wooden garden products including fences, sheds, garden buildings, fencing, decking and decorative structures. Products sold through Hillier's Garden Gateway online marketplace. Headquartered in Worcestershire with sustainable British timber from managed UK forests.
• Enigma Home and Garden LtdminorChannel Partner/ Reseller/ DistributorManufacturers of fine products for the home and garden including marble, granite and terrazzo statues, garden planters, contemporary pots, modern ornaments, and custom made sculptures. Products sold through Hillier's Garden Gateway.
• Handy DistributionminorChannel Partner/ Reseller/ DistributorThird-party vendor partner through Hillier Garden Gateway marketplace.
• GreenOlive FirewoodminorChannel Partner/ Reseller/ DistributorThird-party vendor partner through Hillier Garden Gateway marketplace.
• RolawnminorChannel Partner/ Reseller/ DistributorSupplier of landscaping products including turf and bark, available through Hillier Garden Gateway marketplace.
• Zest Outdoor LivingminorChannel Partner/ Reseller/ DistributorThird-party vendor partner through Hillier Garden Gateway marketplace for outdoor living products.
• VegtrugminorChannel Partner/ Reseller/ DistributorThird-party vendor partner through Hillier Garden Gateway marketplace for grow-your-own products.
• LVBespokeminorChannel Partner/ Reseller/ DistributorThird-party vendor partner through Hillier Garden Gateway marketplace.
• Westland HorticultureminorChannel Partner/ Reseller/ DistributorHorticultural products supplier available through Hillier Garden Gateway marketplace.
• HenchmanminorChannel Partner/ Reseller/ DistributorGarden equipment supplier (tripod ladders) available through Hillier Garden Gateway marketplace.
• Frank P MatthewsminorChannel Partner/ Reseller/ DistributorTree and plant supplier available through Hillier Garden Gateway marketplace.
• Meadow View StoneminorChannel Partner/ Reseller/ DistributorStone and landscaping products supplier available through Hillier Garden Gateway marketplace.
• Norfolk LeisureminorChannel Partner/ Reseller/ DistributorGarden and leisure products supplier available through Hillier Garden Gateway marketplace.
• History & HeraldryminorChannel Partner/ Reseller/ DistributorThird-party vendor partner through Hillier Garden Gateway marketplace.

Scale indicators5 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• B&Q (Kingfisher plc): B&Q is the UK's largest DIY and garden retailer with over 300 stores. It overlaps with Hillier on gardening supplies, outdoor living and power tools but operates as a broad home improvement incumbent rather than a horticulture specialist.
• Homebase: Homebase is a UK home and garden retailer with around 150 stores. It overlaps with Hillier on outdoor living, garden buildings and seasonal garden ranges but as part of a broader home improvement offer.

Direct peers

• Thompson & Morgan: Thompson & Morgan is a UK-based mail-order and online retailer of seeds, plants and gardening supplies. Comparable to Hillier on plants and gardening supply categories, focused on direct-to-consumer rather than garden centre retail.
• Dobbies Garden Centres: Dobbies is the largest UK garden centre chain, operating more than 60 sites nationwide. It is the closest like-for-like competitor to Hillier in multi-channel garden retail, plant and outdoor living categories, though with a broader geographic footprint.
• Crocus Online Garden Centre: Crocus is a leading UK online-only plants and garden products retailer. Comparable to Hillier's online shop and Garden Gateway marketplace in product range, though without the physical estate.
• Blue Diamond Group: Blue Diamond operates over 40 garden centres across the UK and Channel Islands and has been an active acquirer in the sector. It directly mirrors Hillier's premium garden centre plus restaurant operating model, making it the most strategically comparable peer.
• Notcutts Nurseries: Notcutts is a long-established UK garden centre group operating around 18 sites. Comparable to Hillier as a regional, heritage-led garden centre chain offering plants, garden products and on-site restaurants.
• Wyevale Garden Centres (historical): Wyevale was the UK's largest garden centre chain before being broken up and sold to operators including Blue Diamond, Dobbies and Notcutts. It remains a directly comparable historic reference point for the UK garden centre operating model Hillier pursues.
• Squire's Garden Centres: Squire's operates 15 garden centres across the South East of England with integrated cafés. Highly comparable to Hillier in regional footprint, product mix and foodservice-led retail format.
• Frosts Garden Centre Group: Frosts runs multiple garden centres across southern England with restaurants and own-grown plants. Comparable to Hillier in store format, plant sourcing and South-of-England geographic positioning.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/hilliergarden?lang=en
• Facebookfacebook.com/hilliergardencentres
• LinkedInlinkedin.com/company/hillier-nurseries-ltd
• Instagraminstagram.com/hilliergardencentres/?hl=en

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Hillier Nurseries Ltd