Guiding gardeners to eco-friendly care as the choice for any garden
ECOstyle is a Netherlands-based leading garden care brand in the Netherlands, Belgium and Denmark with a full ecologically friendly offering based on more than 55 years of heritage. The company has a broad and effective eco-friendly product portfolio offering solutions tailored to every garden need. ECOstyle successfully brings its high level of expertise in product development and innovation to the market via a strong ability to execute a multi-channel strategy. In addition, the company also offers a fast growing and differentiated natural and functional animal care brand Vitalstyle.
"Vendis has been a great support in our transition from family-owned company to having a professional management team in place to ensure that the company can fulfil its potential to become the leader in ecological-friendly garden care."
Martine Olyslagers-Kuip, CEO
Investment rationale
- Resilient and sizable European garden care market has steadily grown due to increased interest in gardening & outdoor living, climate change resulting in higher frequency of pests and plagues and expanding distribution outside of traditional channels.
- The eco-friendly segment has a > 2x higher growth rate than the overall market, driven by increasing awareness for sustainability and continuous push from regulators.
- ECOstyle is the leading European eco-friendly brand with a complete product portfolio targeting all customers and their garden needs – ranging from garden & pest control to weed killers and ground covering.
- ECOstyle has shown the ability to successfully enter new geographies (Belgium, Denmark) and new channels (DIY, mass merchandise, online).
Growth Strategy
- Further increase share of wallet at key garden centers, DIY retailers and mass merchandisers via enhanced training of retail staff and differentiated online and POS marketing
- Drive awareness and purchasing consideration at end-customers via strong social media presence and highly detailed educational content on the ECOstyle website, thereby being full digital partner to key retailers
- Expand in adjacent categories and further penetration of underserved categories in specific geographies
- Increase presence within the B2Pro segment via a complete product portfolio, new product launches and leveraging expertise from the B2C segment
- Accelerate growth through targeted acquisitions in eco-friendly garden care across Europe
- Professionalize the organization with a new management team to facilitate transition from family-owned to investor-owned. (General, Digital, Marketing, Commercial)