Plantagen

Opportunity

Making attractive gardens and green spaces reachable for everybody in terms of cost and ease of use.

Strategy

Displaying and selling inspiring solutions – at great value.

Concept

”The Green IKEA”, big box garden centers located in over-sized green houses. Presentation is made IKEA style, with inspiration areas and get-the-look displays. Attractive promotions and big price signs create inspiration and value ambience.

Result

Private equity owner EQT sold Plantagen after three years, earning 300 MEUR. The new ground breaking concept redefined the garden category in Scandinavia. Today many has tried to imitate the Plantagen concept.