Gardline

What Gardline does

Gardline BV is a privately held Dutch online garden center (online tuincentrum) headquartered in Hengelo, Netherlands, that sells hedge plants, trees, firewood and garden inputs direct to consumers across the Netherlands through its e-commerce site gardline.nl. Its core assortment covers conifer hedges (Thuja, Taxus, Cypress), broadleaf hedges (Laurel, Holly, Beech, Privet, Boxwood) and a broad tree catalog spanning avenue, ornamental, fruit, espalier, roof-form and multi-stem varieties, supplemented by a fertilizer and soil-improver line carrying Gardline, ECOstyle, DCM and Vosca brands, plus a firewood category sourced from small local entrepreneurs.

The company operates its own Dutch tree nurseries and container fields where hedge plants are grown from seedlings to mature plants, and it runs a specialized in-house transport fleet with postcode-based bundling to deliver large, fragile trees nationwide. A self-pickup depot in Borne provides a 5–15% discount versus delivered pricing, and a free Hoveniers (professional gardener) registration program offers 15% off self-pickup orders to drive a secondary B2B cohort. The technology stack is a standard e-commerce platform with integrated nursery management and delivery logistics; there is no disclosed AI/ML, no API, no mobile app, and no patents.

Revenue is generated through one-time retail transactions with all-inclusive VAT and delivery pricing, plus retail-like self-pickup discounts; there is no subscription, no recurring contract, and no disclosed ARR. Distribution is entirely first-party: own e-commerce storefront, own delivery fleet, and the Borne pickup point. The customer base is highly fragmented Dutch home gardeners with a smaller professional gardener segment, and the company is independently owned with no disclosed investors, parent, funding rounds, or M&A activity.

Name

Gardline

Legal name

Gardline BV

Website

https://gardline.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Online Garden Center / Horticulture Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Nursery, Garden Center, and Farm Supply Retailers (444240), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

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

akta.pro secondary industries

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM), Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC), Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)

Keywords

• Hedge plants online
• Garden center nursery
• Ornamental trees retail
• Plant e-commerce
• Firewood delivery

Headquarters

HQ city

Hengelo

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Infrastructure, Marketing or Sales, Personnel

Revenue model

1. Plant Sales: Direct e-commerce sales of hedge plants (conifers, laurels, beech, holly, etc.), trees (fruit trees, ornamental trees, avenue trees), and garden products. One-time transaction-based purchases with prices including delivery and VAT.
2. Firewood Sales: Sale of firewood products including oak, beech, ash, birch, and alder wood, as well as firewood mixes and kindling. Products sourced from small local entrepreneurs for sustainable trade.
3. Fertilizer and Soil Products: Sale of fertilizers, soil improvers, and potting soil from brands like ECOstyle and DCM, including specialized products for hedges, conifers, lawns, roses, and other plant types.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Gardline is a Dutch online garden center that grows hedge plants and trees in its own nurseries and sells them directly to consumers via gardline.nl. The assortment centers on hedge plants (conifers such as Thuja, Taxus, Cypress; and broadleaf species including Laurel, Holly, Beech, Privet, Box, Ivy, Photinia), a broad tree catalog (avenue, ornamental, ball, weeping, columnar, Mediterranean, espalier, roof, multi-stem, and fruit trees), fertilizer and soil products (Gardline, ECOstyle, DCM, Vosca), and firewood. Orders are shipped with own specialized transport across the Netherlands with free delivery, and self-pickup is available from Borne at a discount.

Product overview

Gardline is an online garden center (online tuincentrum) specializing in hedge plants and trees. The core offering consists of conifer hedges (Thuja, Taxus, Cypress), broadleaf hedge plants (Laurel, Holly, Beech, Privet, Box), and trees (avenue, ornamental, fruit, espalier). The company also sells fertilizers and soil improvers from brands like Gardline, ECOstyle, and DCM, as well as firewood products. Gardline operates from Dutch nurseries and delivers plants directly to customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Conifer Hedge Plants (Thuja, Taxus, Cypress) Conifer hedge plants for Dutch residential and professional gardens, including Thuja varieties (Brabant, Smaragd, Yellow Ribbon, Martin, Atrovirens), Taxus (Baccata, Hicksii, Hillii), and Cypress (Leylandii, Blauwe Californische, Gele Californische). For homeowners and landscape gardeners seeking evergreen hedges for privacy, wind protection, and garden definition.
• Laurel Hedge Plants (Prunus / Laurier) Laurel (Prunus) hedge plants including Portuguese Laurel, Caucasica, Herbergii, Genolia, Elly, Novita, Rotundifolia, Otto Luyken, and Etna varieties. For homeowners and landscapers needing broadleaf evergreen hedging.
• Holly Hedge Plants (Ilex / Hulst) Holly (Ilex) hedge plants including Blue Angel, Blue Prince, Blue Princess, Blue Maid, Heckenpracht, and Heckenfee varieties. For Dutch customers seeking decorative spiny hedges with winter interest.
• Beech Hedge Plants (Beuk / Haagbeuk) Beech and hornbeam hedge plants including Common Beech (Groene Beuk, Rode Beuk) and Hornbeam (Haagbeuk). For residential and professional customers seeking deciduous hedging.
• Trees (Bomen) Catalog Extensive tree catalog including Avenue trees (street trees such as Maple, Birch, Chestnut), Ornamental trees, Ball trees, Weeping trees, Columnar trees, Mediterranean trees (Olive, Fig), Espalier trees, Roof trees, Multi-stem trees, and Fruit trees. For homeowners and professional landscapers across the Netherlands.
• Walnut Trees (Walnotenboom / Juglans regia) Walnut trees including Juglans regia (Common Walnut), Buccaneer, and Broadview varieties, available in sizes from 200–500cm. For residential orchards and edible-landscape plantings; priced from €142.25 to €454.00 with delivery included.
• Fertilizers and Soil Products (Bemesting) Fertilizers and soil improvers including Gardline-branded products (Plant & Lawn year-round, Spring, Summer, Autumn fertilizer), ECOstyle organic fertilizers (hedge, conifer, lawn, rose, hydrangea), DCM products (Vivimus soil improvers, potting soil), and Vosca products. For gardeners maintaining hedges, conifers, lawns, roses, hydrangeas, and other plantings.
• Firewood (Haardhout) Firewood including Oak, Beech, Ash, Birch, and Alder wood, firewood mixes, and kindling with moisture content under 20%. Sourced from small local entrepreneurs. 1 cubic meter starting from €326.50 including VAT and shipping. For Dutch households using fireplaces or wood stoves.

Quantifiable outcome

• Customers rate Gardline 4.92-4.94 out of 5.0 for satisfaction

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Small Local EntrepreneursminorOthersGardline sources their firewood products from small local entrepreneurs, supporting sustainable and fair trade practices in the community.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Bol.com: Bol.com is the largest Dutch e-commerce marketplace selling a wide range of goods including garden plants and supplies from third-party sellers; competes with Gardline on convenience and assortment but is not a plant specialist.
• Hornbach: Hornbach is a large European home improvement and garden retailer with a Dutch online store selling plants, fertilizers, and garden supplies; competes with Gardline on the gardening subset of a much broader assortment.
• Intratuin: Intratuin is a leading Dutch garden center chain with physical stores plus an online shop selling plants, garden supplies, and outdoor living products; competes with Gardline on plants while also offering categories Gardline does not.

Direct peers

• Bakker Hillegom: Bakker Hillegom is a historic Dutch flower bulb and plant merchant operating online with home delivery, comparable as a Dutch online plant specialist in adjacent plant categories.
• Directplant.nl: Directplant is a Dutch online garden center specializing in hedge plants and trees with nationwide delivery, directly comparable to Gardline's assortment and target customer.
• Bakker.com: Bakker is one of the largest Dutch online plant and garden retailers, selling live plants, trees, and garden supplies across Europe; comparable as a broader-assortment competitor in the same niche.
• Tuinplant.nl: Tuinplant.nl is a Dutch online nursery selling hedge plants, trees, and garden products to consumers with delivery in the Netherlands, directly overlapping Gardline's category and go-to-market.
• Bomenenzo.nl: Bomenenzo is a Dutch online specialist selling trees, hedge plants, and large garden plants with delivery, comparable to Gardline's tree and hedge specialization.
• Plantje.nl: Plantje.nl is a Dutch online nursery selling hedge plants, trees, and garden products direct to consumers across the Netherlands with home delivery, operating the same e-commerce nursery model as Gardline.

Emerging players

• Van Den Bos Flowerbulbs: Van Den Bos is a Dutch wholesaler and online supplier of flower bulbs and starter plants; comparable as a Dutch plant producer/distributor operating in adjacent horticultural categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/gardline_nl
• Facebookfacebook.com/gardline.nl
• Instagraminstagram.com/gardlinenl
• LinkedInlinkedin.com/company/gardlinebv

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 Gardline