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The UK’s biggest online garden retailer

Company overview

Reading-based Primrose is Europe’s largest online garden products retailer.

Following BGF’s investment, Primrose quickly established itself as the market leader in its segment, more than tripling its revenues since 2012 and now selling over 10,000 garden and outdoor leisure products direct to consumers through its UK and European websites.

The business was acquired by Rockpool in 2018.


Company information

Head office
  • Reading
  • Ian Charles
BGF office
Investment date
  • May 2012 - Oct 2018
Total BGF investment
  • £4 million