Hillier Nurseries Ltd
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.
- Company typePrivate
- Founded1864
- HeadquartersAmpfield, Romsey, United Kingdom
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
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.
Hillier Nurseries Ltd firmographics
Firmographics- 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
Hillier Nurseries Ltd industry classification
Industry- 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
Where Hillier Nurseries Ltd is headquartered
LocationHeadquarters
- HQ city
- Ampfield, Romsey
- HQ country
- United Kingdom
- HQ region
- Europe
Offices25 records
Markets served
Hillier Nurseries Ltd business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- 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.
- 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.
- 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.
- Trade Accounts: Dedicated trade card membership scheme offering discounts to trade professionals, usable at garden centres and the Romsey Cash & Carry.
- Commercial Trees Wholesale: Wholesale tree sales to trade customers through dedicated portal (trees.hillier.co.uk).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Pay-as-you-go | Gardening Club Loyalty Programme |
| Unit Pricing | Pay-as-you-go | Standard Delivery |
| Unit Pricing | Pay-as-you-go | Standard Large Delivery |
| Unit Pricing | Pay-as-you-go | Small Item Delivery |
| Subscription | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Furniture & BBQ Delivery |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Hillier Nurseries Ltd product offering
Product offeringCore 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.
Companies that use Hillier Nurseries Ltd
Customer profileSegments3 records
Ideal customer profiles3 records
Hillier Nurseries Ltd technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Hillier Nurseries Ltd partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor.
- Forest Garden LimitedminorUK 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 LtdminorManufacturers 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 DistributionminorThird-party vendor partner through Hillier Garden Gateway marketplace.
- GreenOlive FirewoodminorThird-party vendor partner through Hillier Garden Gateway marketplace.
- RolawnminorSupplier of landscaping products including turf and bark, available through Hillier Garden Gateway marketplace.
- Zest Outdoor LivingminorThird-party vendor partner through Hillier Garden Gateway marketplace for outdoor living products.
- VegtrugminorThird-party vendor partner through Hillier Garden Gateway marketplace for grow-your-own products.
- LVBespokeminorThird-party vendor partner through Hillier Garden Gateway marketplace.
- Westland HorticultureminorHorticultural products supplier available through Hillier Garden Gateway marketplace.
- HenchmanminorGarden equipment supplier (tripod ladders) available through Hillier Garden Gateway marketplace.
- Frank P MatthewsminorTree and plant supplier available through Hillier Garden Gateway marketplace.
- Meadow View StoneminorStone and landscaping products supplier available through Hillier Garden Gateway marketplace.
- Norfolk LeisureminorGarden and leisure products supplier available through Hillier Garden Gateway marketplace.
- History & HeraldryminorThird-party vendor partner through Hillier Garden Gateway marketplace.
Scale indicators5 records
Recent moves5 records
Expansion highlights3 records
Hillier Nurseries Ltd competitors and assessment
Company assessmentBroad 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
Hillier Nurseries Ltd social profiles
Digital presenceHillier Nurseries Ltd compliance and trust
Trust signalCompliance2 records
Hillier Nurseries Ltd financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hillier Nurseries Ltd leadership team
Management profileNumber of profiles
Profiles1 record
Hillier Nurseries Ltd funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hillier Nurseries Ltd 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 Hillier Nurseries Ltd
What does Hillier Nurseries Ltd do?
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.
Is Hillier Nurseries Ltd a public or private company?
Hillier Nurseries Ltd is a private company. It is classified as family owned and is currently operating.
When was Hillier Nurseries Ltd founded?
Hillier Nurseries Ltd was founded in 1864. It employs 501 to 1,000 people.
Where is Hillier Nurseries Ltd based?
Hillier Nurseries Ltd is headquartered in Ampfield, Romsey, United Kingdom, in the Europe region.
How does Hillier Nurseries Ltd make money?
Five revenue lines are on record. Garden Centre Retail Sales are the primary driver. The others are online Shop Sales, restaurant and Café Operations, trade Accounts and commercial Trees Wholesale.
Who are Hillier Nurseries Ltd's main competitors?
Broad incumbents on record are B&Q (Kingfisher plc) and Homebase. Direct peers are Thompson & Morgan, Dobbies Garden Centres, Crocus Online Garden Centre, Blue Diamond Group, Notcutts Nurseries, Wyevale Garden Centres (historical), Squire's Garden Centres and Frosts Garden Centre Group.
Does Hillier Nurseries Ltd have an API?
No public API is recorded for Hillier Nurseries Ltd.
What industry is Hillier Nurseries Ltd in?
Hillier Nurseries Ltd's product category is Garden Centre Retail. Its primary akta.pro industry code is CRAIAIAB, Plants, Seeds & Nursery Retail (Garden Centers), with a secondary code of CRAOAFAH, Gardening, Lawn & Outdoor Living Distribution. Its NAICS code is 444240 and its SIC code is 5200.