Meet Sproutl, a marketplace for gardeners living in the U.K. The startup founded by former Farfetch executives has raised a $9 million seed round. It wants to make gardening more accessible by providing a curated list of items, relevant advice as well as inspiration.
Index Ventures is leading the round in the startup with Ada Ventures and several business angels also participating. The funding round originally closed in April of this year.
“A few years ago, we bought a flat in London with a tiny little garden. We were both working full time in quite intense jobs with young kids. I went online assuming that I would be able to sort out this garden space. And I didn’t know a lot about gardening. And I just didn’t find anything that spoke to me as a new gardener. It felt like what was available was more for more knowledgeable people,” co-founder and CEO Anni Noel-Johnson told me.
If you’ve ever tried to search for gardening videos on YouTube, you may have ended up on long-winded videos with instructions that don’t make any sense to you. Similarly, there are not a lot of e-commerce websites focused on gardening specifically.
And yet, the market opportunity is quite big. There are millions of gardeners in the U.K. There are also quite a few independent garden centers, nurseries and shops with a turnover of several millions of pounds per year. More importantly, they generate the vast majority of their sales in store. Some of them have never sold anything online.
Sproutl is teaming up with those businesses so that they can find new customers across the U.K. Those third-party sellers list their items on Sproutl while the startup takes care of logistics, packaging sourcing and delivery.
On the marketplace, customers can buy indoor and outdoor plants, pots, gardening essentials and outdoor living products. Partners currently include Rosebourne, Polhill, Millbrook, Middleton, Bellr, Fertile Fibre and Horticus.
Anni Noel-Johnson, the CEO of the company, was the VP of Trading and Strategy at Farfetch. Sproutl CTO Andy Done also worked at Farfetch at some point as director of Data Engineering.
Hollie Newton is also going to be a key team member at Sproutl. She previously wrote a best-selling gardening book called “How to Grow.” She’s now the chief creative officer at Sproutl.
This is key to understanding Sproutl’s growth strategy. The company plans to provide a ton of content on all things related to your garden — the startup has already released a jargon buster. You might end up on Sproutl the next time you’re looking for gardening advice on Google.
And it’s also going to differentiate the platform from all-encompassing e-commerce platforms, such as Amazon. Other e-commerce companies focused on one vertical in particular, such as ManoMano, have been quite successful. With the right focus, Sproutl could quickly build a loyal customer base as well.