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Former Farfetch team launches online marketplace for gardeners

By Lauren Fruncillo July 27, 2021 - 3:12 pm

A new online marketplace for gardeners has been launched in the UK by former Farfetch execs. Sproutl, as it is named is a new online marketplace that celebrates the best brands and businesses in the gardening industry. That’s not all, they’ve also announced $9 million of seed funding led by Index Ventures with participation from Ada Ventures.

Sproutl is not just an online gardening marketplace. It’s a platform that provides inspiration and advice to a new generation of growers, demystifying gardening, making it accessible and fun to fresh new audiences who may never have grown anything before, bringing plants and products seamlessly from phone to door.

The platform is designed to make shopping hassle-free for consumers and take the pain out of online selling for horticultural suppliers and integrate with their systems. Sproutl manages not only logistics, packaging sourcing, and delivery but also online marketing and customer services. Allowing local garden centres, shops and nurseries to develop their online presence and reach new national audiences, generating incremental sales.

“We built Sproutl to invite a new audience to take up gardening and give them the world-class eCommerce experience that digital natives expect. Our mission is to demystify growing plants and remove the barriers to getting started.” They continued, “We want to celebrate the UK’s brilliant horticultural industry and the network of family-owned and independent businesses, bringing their plants and products together in one place, generating incremental sales to new nationwide audiences.”
– Anni Noel-Johnson, CEO, & Andy Done, CTO

The launch of the online marketplace for gardeners and its expansion are supported by a $9m seed investment which will allow Sproutl to move a step closer to its ambition of changing the online gardening landscape in the UK.

If you’re a seller of all things gardening then you can find out more about becoming a seller on Sproutl here.

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Tony: Makes you wonder what they have up their sleeve to charge sellers with next. I...
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andy: I think that this simply designed to meet market expectations in terms of future revenue. ...
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SAM: They have had their small business PR stunt now back to business as usual. Will...
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