What Garden Glory does

Garden Glory (legal entity Glory Creations AB, Swedish Org. Nr. 556879-9869) is a Gothenburg, Sweden-based, founder-led design brand that designs, sources, and sells decorative garden tools, outdoor accessories, and home and garden decor. The company was founded in 2014 by Linda Brattlöf after she could not find a stylish garden hose for her own home on the Swedish west coast; the proposition is built around transforming utilitarian outdoor equipment into design-led lifestyle products. Operations run from a single headquarters at Varholmsgatan 2, Gothenburg, the company is privately held with no disclosed institutional investors, and headcount is reported at 1–10 employees.

The product catalog comprises roughly 258 SKUs across 14+ categories, anchored by garden hoses, hose kits, garden umbrellas (parasols), cushions, pool floats, hose holders, spray nozzles, watering cans, gardening gloves, accessories, and a Christmas collection. Products carry proprietary material specifications: umbrellas use PA-coated 250gsm polyester with UV50+/UPF50+ protection blocking 98% of UV rays, hoses use knitting-reinforced kink-resistant PVC free of lead, cadmium, and phthalates with a lifetime warranty, and hose holders use powder-coated aluminum or chrome-plated brass with a 5-year warranty. The primary commercial surface is a Shopify-powered direct-to-consumer storefront supporting 50+ countries, multiple languages (English, French, German, Swedish, Norwegian), and local currencies; a secondary wholesale/contract business channel is served by a dedicated "For Retailers & Contract Business" page and the [email protected] inbox.

Monetization is unit-based across premium tiers: standalone hoses at $129, hose kits at $249–$499, umbrellas at $749–$849, pool floats at $319–$725, full Poolside Parade kits at $1,099–$1,999, and a Christmas collection spanning $169 ornaments to $1,499 X-large tree stands. Customer segments split between design-conscious homeowners with gardens/patios/pools served D2C, retailers and hospitality/contract buyers served through wholesale, and design-led consumers attracted to the curated Colour Concepts color system that ties products across categories. Distribution is centralised from Gothenburg with international shipping (1–5 day delivery, free shipping offered) and FedEx handling US returns; no revenue is disclosed publicly.

Name

Garden Glory

Legal name

Glory Creations AB

Website

https://gardenglory.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Garden Glory designs and sells premium decorative garden tools, outdoor accessories, and home and garden decor. The Gothenburg-based brand sells globally through its own Shopify e-commerce site and a B2B wholesale channel, shipping to 50+ countries across Europe, North America, and APAC.

Ownership category

akta.pro rank

Product category

Outdoor Living & Garden Decor

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

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

akta.pro primary industry

Outdoor Décor & Garden Accents Retail (Yard Art, Planters Décor, Doormats) (CRAIACAI)

akta.pro secondary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

Keywords

• Garden accessories
• Outdoor decor
• Garden umbrellas
• Premium garden hoses
• Outdoor living products

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales via their Shopify e-commerce platform. Products include garden umbrellas, hose kits, cushions, pool floats, hose accessories, gardening gloves, watering cans, and Christmas decorations. Customers purchase individual products or curated kits at fixed prices.
2. Wholesale/Retail B2B Sales: Wholesale inquiries handled through dedicated wholesale email ([email protected]) suggesting a B2B channel for retailers and contract business customers purchasing in bulk.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Garden Glory designs, manufactures, and sells premium decorative garden tools and outdoor living products including garden umbrellas, hoses, hose kits, cushions, pool floats, watering cans, gardening gloves, hose holders, spray nozzles, Christmas decorations, and garden accessories. The company sells primarily direct-to-consumers through its Shopify-powered global e-commerce store (gardenglory.com) with shipping to 50+ countries, while also maintaining a wholesale program for retailers and contract business customers.

Product overview

Garden Glory is an outdoor living brand offering a curated portfolio of elevated garden and outdoor products. The core offering includes Garden Umbrellas (parasols with UV50+/UPF50+ protection), Cushions (throw pillows, bench cushions, seat cushions), and Hose Kits (coordinated combinations of 20m garden hoses, hose holders, and spray nozzles). Supporting product lines include Garden Hoses (PVC, lead/cadmium-free with lifetime warranty), Hose Holders (wall-mounted designs in aluminum with 5-year warranty), Spray Nozzles, Pool Floats (Canvas Couture pool floats and sun loungers), Gardening Gloves, Watering Cans (4L and 8L sculptural designs), Christmas decorations (tree stands, candle holders, ornaments), and Garden Accessories (bird feeders, flower sticks, spades, door knockers). The company also offers themed collections through Poolside Parade (coordinated parasols/pool products) and Colour Concepts (color-coordinated product groupings). Products are primarily sold through their Shopify e-commerce platform with shipping available to multiple countries worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Garden Umbrella Premium outdoor parasols with UV50+/UPF50+ protection, featuring 250gsm polyester fabric with PA coating, powder-coated aluminum poles, and fiberglass ribs. Available in multiple colors with or without fringe. Targeted at homeowners seeking stylish sun protection for gardens, patios, and poolside areas.
• Cushions Outdoor pillows and shell cushions for patios, gardens, and balconies. Includes throw pillows (50x50cm, 50x25cm, 70x50cm), bench cushions, and seat cushions with fringe options, priced $49 to $239. Targeted at homeowners decorating outdoor seating areas.
• Hose Kits Curated combinations of colored 20m/65ft garden hoses, hose holders, and spray nozzles. Pre-matched themed kits for coordinated outdoor styling, priced from $249 to $499. Designed for consumers wanting a one-stop coordinated setup.
• Garden Hoses Stylish 20-meter (65ft) garden hoses made of PVC, free from lead, cadmium and phthalates. Feature knitting reinforcement for non-kinking, UV-protected and dirt-repellent surface. Includes lifetime warranty. Available standalone or in combos with spray guns/nozzles.
• Hose Holders Wall-mounted hose holders and racks designed in Sweden, made of aluminum with powder coating. Includes Reindeer, Claw, and Classic designs with 5-year warranty. The Claw wall mount uses solid brass with chrome plating.
• Spray Nozzles Spray guns and nozzles for garden hoses. Made of silicone-coated PVC plastic, compatible with all 1/2 inch water hoses. Include adjustable spray settings from jet to mist and worldwide tap-compatible fittings.
• Pool Floats Inflatable pool floats including Canvas Couture pool floats and inflatable sun loungers with pillows. Designed for both in-water use and poolside display, priced $319 to $725.
• Gardening Gloves Stylish gardening gloves in gold, silver, pink and black with stretchy, soft comfort construction for garden work. Designed for homeowners wanting aesthetic alternatives to generic work gloves.
• Watering Cans Sculptural diamond-shaped watering cans in 4L and 8L capacities. Available in colors including Jade, Eucalyptus, Rosé, Sand, Onyx, Crystal, Pearl, Amethyst, and Grace. Priced $59 to $179. Sprinkler heads available as accessories.
• Christmas Collection Holiday decorations including The Root Christmas tree stands (Regular and X-large sizes), Mini Root candle holders, and Flaming Heart/Gingerbread ornaments. Christmas tree stands range from $399 (Silver) to $1,499 (X-Large Silver); ornament sets priced at $169-$199; candle holders from $99-$149.
• Garden Accessories Decorative garden items including Diamond Bird Feeder, Organic/Moon/Heart/Star/GG Button Flower Sticks, Jade/Amethyst Diamond Spades, and Pearl Ribbon Door Knockers in various finishes. Priced $10 to $279. Connector extensions priced at $10.

Quantifiable outcome

• Lifetime warranty on garden hoses, 5-year warranty on hose holders
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the Garden Glory online store. Provides hosting, payment processing, and international commerce capabilities enabling global sales in 50+ countries with multi-currency support.
• FedExminorOthersReturn shipping logistics partner for US customers. Garden Glory offers FedEx return labels for international returns with shipping costs deducted from refunds.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Frontgate: US premium outdoor furniture and accessories retailer offering umbrellas, cushions, and pool essentials — comparable in assortment breadth across premium outdoor categories and target customer of design-conscious homeowners.
• Garden Trading Company: UK-based premium garden accessories and outdoor living retailer offering decorative planters, lanterns, tools, and outdoor décor — closely comparable to Garden Glory's stylish outdoor product positioning and direct-to-consumer garden lifestyle model.
• Crocus: UK's largest online garden retailer with curated premium plants, garden tools, and outdoor accessories — comparable as a premium-positioned, design-aware online garden retailer serving style-conscious UK and European consumers.
• Terrain: Anthology-owned premium garden and outdoor lifestyle brand combining nursery, outdoor furniture, and curated décor — comparable premium outdoor lifestyle positioning with strong garden and outdoor décor assortment overlap.
• Burgon & Ball: Heritage British garden tool and accessory brand with design-led positioning, lifetime-guaranteed cutting tools, and color-coordinated collections — directly comparable to Garden Glory's premium, design-forward, warranty-backed garden product strategy.
• Harrod Horticultural: UK premium garden retailer offering design-led raised beds, arches, planters, and outdoor structures — comparable as a premium-positioned, design-conscious garden lifestyle retailer serving a similar design-aware homeowner segment.
• Serena & Lily: US premium outdoor living and home décor brand with coastal-inspired design aesthetic, premium umbrellas, cushions, and pool products — highly comparable in design-led premium outdoor positioning, premium pricing, and D2C-first go-to-market.

Broad incumbents

• Anthropologie Home & Garden: Major US lifestyle retailer with a substantial outdoor and garden assortment featuring bohemian/premium design — comparable in targeting design-conscious consumers with premium outdoor décor, but operates across much broader lifestyle categories.
• West Elm Outdoor: Williams-Sonoma-owned modern home brand with significant outdoor furniture, umbrella, and garden accessory collections — comparable premium outdoor positioning but with vastly larger scale, broader assortment, and physical retail footprint.
• Crate & Barrel Outdoor: Large US home retailer with established outdoor living assortment (umbrellas, cushions, planters, pool) — comparable in serving design-conscious homeowners with premium outdoor products, though as part of a broader home goods portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/garden-glory

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 Garden Glory