HG Turf Group
HG Turf Group is an Australian turf supplier based in Alexandra, Victoria, that grows and sells natural and hybrid instant turf products by the square meter to residential homeowners, trade landscapers, municipalities, and sports facilities across the Melbourne and Victorian market.
- Company typePrivate
- Founded-
- HeadquartersAlexandra, Australia
- Headcount—
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What HG Turf Group does
HG Turf Group is a privately held Australian turf supplier headquartered at a working farm in Alexandra, Victoria, with primary market reach across Melbourne and the surrounding Victorian region. The company grows and sells instant natural turf — including branded varieties such as Prestige® Buffalo, Tall Fescue, Santa Ana Sports Couch, and Kikuyu — alongside a hybrid product, CoverLawn, which is a proprietary synthetic overlay with open backing designed to protect natural grass in high-traffic areas. Products are sold by the square meter at price points ranging from roughly $10.45 to $38.50 per sqm.
The business operates a direct-to-consumer go-to-market model with three order paths: an e-commerce storefront (shop.hgturfgroup.com.au) offering instant quote and Buy Now functionality, a toll-free phone order line, and on-site pickup at the Alexandra location. Beyond the core residential homeowner segment — the stated primary audience — HG Turf Group maintains dedicated divisions for Trade/Professional landscapers, Open Spaces (municipalities and councils), and Sports Turf (athletic facilities and golf courses).
Revenue mechanics are one-time per-transaction product sales with optional delivery, and no subscription, SaaS, or recurring contract model is in evidence. The company holds a registered trademark on Prestige® Buffalo, maintains an active social and content-marketing presence across Facebook, Instagram, LinkedIn, and Twitter, and publishes educational how-to content. No funding history, M&A activity, leadership changes, or strategic partnerships are disclosed in the available data.
HG Turf Group firmographics
Firmographics- Name
- HG Turf Group
- Legal name
- HG Turf Group
- Website
- https://hgturf.com.au
- Company type
- Private
- Operating status
- Operating
- Short description
- HG Turf Group is an Australian turf supplier based in Alexandra, Victoria, that grows and sells natural and hybrid instant turf products by the square meter to residential homeowners, trade landscapers, municipalities, and sports facilities across the Melbourne and Victorian market.
- Ownership category
- akta.pro rank
HG Turf Group industry classification
Industry- NAICS
- Nursery, Garden Center, and Farm Supply Retailers (444240), Nursery, Garden Center, and Farm Supply Retailers (44424)
- SIC
- Agricultural Services (700)
- akta.pro primary industry
- Sod, Turfgrass & Groundcover Production (AFAGAHAL)
- akta.pro secondary industries
- Artificial Turf & Synthetic Grass Manufacturing (IMAOAJAI), Turf Management (Sports Fields, Golf Courses) (BPABADAC)
Keywords
Where HG Turf Group is headquartered
LocationHeadquarters
- HQ city
- Alexandra
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
HG Turf Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Turf Product Sales: Direct sales of natural and hybrid turf products to consumers and trade customers on a per-square-meter basis. One-time purchase model with optional delivery services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Prestige Buffalo - Premium dark green leaf buffalo grass with self-repairing properties |
| Unit Pricing | Pay-as-you-go | Tall Fescue Grass - Dark green, ideal for premium homes, green year-round |
| Unit Pricing | Pay-as-you-go | Santa Ana Sports Couch - Fine leaf grass for full sun, ideal for active play, can be mowed short |
| Unit Pricing | Pay-as-you-go | Kikuyu Grass - Vigorous broad leaf, pet friendly, self-repairing for full sun |
| Unit Pricing | Pay-as-you-go | CoverLawn - Synthetic turf overlay protecting natural grass in high-traffic areas |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
HG Turf Group product offering
Product offeringCore offering
HG Turf Group grows and supplies natural turf varieties (Prestige® Buffalo, Tall Fescue, Santa Ana Sports Couch, Kikuyu) and hybrid turf solutions (CoverLawn) on a per-square-meter basis, with direct delivery and pickup options from their Alexandra, VIC turf farm for residential, trade, open-space, and sports-turf customers.
Product overview
HG Turf Group is a turf and instant lawn supplier offering a portfolio of natural turf varieties and hybrid synthetic solutions. The natural turf product line includes Prestige® Buffalo (high-traffic buffalo grass with self-repairing properties), Tall Fescue Grass (year-round green grass for premium homes), Santa Ana Sports Couch Grass (fine leaf grass for active play areas), and Kikuyu Grass (vigorous pet-friendly variety). The hybrid solution category includes CoverLawn, a synthetic turf product designed to protect natural turf in high-traffic areas. Products are organized into two main categories: Natural Turf and Hybrid Solutions, with separate divisions serving Home Lawns, Trade, Open Spaces, and Sports Turf markets.
Differentiator
Problem solved
Functional benefit
Brands
- Prestige® Buffalo: Dark green leaf buffalo grass variety with self-repairing properties, suitable for high traffic areas and full sun to part shade
Companies that use HG Turf Group
Customer profileSegments4 records
Ideal customer profiles1 record
HG Turf Group technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
HG Turf Group partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights4 records
HG Turf Group competitors and assessment
Company assessmentDirect peers
- Lawn Solutions Australia: National network of accredited turf growers producing and supplying a wide range of turfgrass varieties to residential and trade customers across Australia. Direct competitor to HG Turf Group's natural-turf product line within the Melbourne/Victorian market.
- StrathAyr Turf: Melbourne-based turf producer and supplier serving residential, commercial, and sports customers with instant lawn and turf installation. Same core activity, same primary geography, highly comparable product/segment mix to HG Turf Group.
- Anco Turf: Victorian turf supplier offering natural turf varieties and installation services to homeowners, landscapers, and sports clients. Overlaps directly with HG Turf Group across product (instant lawn), customer segments (home/trade/sports) and geography.
- Greenway Turf: Australian turf producer supplying instant lawn varieties to residential and commercial customers, including sports field applications. Comparable natural-turf product mix and DTC + trade distribution model.
- Australian Lawn Concepts: Supplier of premium turf varieties and lawn-care products to Australian homeowners and trade customers. Direct overlap with HG's residential-homeowner segment and branded-variety positioning.
Emerging players
- Tuff Turf: Australian-focused turf supplier marketing to landscapers and homeowners with a portfolio of turf varieties. Comparable product/segment focus with slightly narrower geographic footprint.
Broad incumbents
- TigerTurf: Large-scale synthetic and hybrid turf manufacturer/ installer operating across Australasia and internationally, with strong presence in sports fields and landscaping. Direct competition to HG's CoverLawn hybrid line and adjacent to the broader instant-lawn value proposition.
- Easigrass: Synthetic grass specialist in Australia serving residential, commercial, and sports applications. Adjacent competitor to CoverLawn's hybrid/synthetic positioning and broadly competing for the homeowner aesthetic-lawn budget.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
HG Turf Group social profiles
Digital presenceHG Turf Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
HG Turf Group leadership team
Management profileNumber of profiles
HG Turf Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HG Turf Group 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 HG Turf Group
What does HG Turf Group do?
HG Turf Group grows and supplies natural turf varieties (Prestige® Buffalo, Tall Fescue, Santa Ana Sports Couch, Kikuyu) and hybrid turf solutions (CoverLawn) on a per-square-meter basis, with direct delivery and pickup options from their Alexandra, VIC turf farm for residential, trade, open-space, and sports-turf customers.
Is HG Turf Group a public or private company?
HG Turf Group is a private company. It is currently operating.
When was HG Turf Group founded?
HG Turf Group was founded in -1.
Where is HG Turf Group based?
HG Turf Group is headquartered in Alexandra, Australia, in the Oceania region.
How does HG Turf Group make money?
One revenue line is on record: turf Product Sales.
Who are HG Turf Group's main competitors?
Direct peers on record are Lawn Solutions Australia, StrathAyr Turf, Anco Turf, Greenway Turf and Australian Lawn Concepts. Tuff Turf is listed as an emerging player. Broad incumbents are TigerTurf and Easigrass.
Does HG Turf Group have an API?
No public API is recorded for HG Turf Group.
What industry is HG Turf Group in?
Its primary akta.pro industry code is AFAGAHAL, Sod, Turfgrass & Groundcover Production, with a secondary code of IMAOAJAI, Artificial Turf & Synthetic Grass Manufacturing. Its NAICS code is 444240 and its SIC code is 700.