10club acquires 3 brands in the lawn and garden category.
- ByStartupStory | November 20, 2021
10Club, famous for its status as an E-commerce rollup player, announced the acquisition of three lawn and garden brands — Kraftseeds, Gate Garden and Kriti Kalash. These brands specialize in every kind of equipment, seeds, soil, flower bulbs, manure, planters, tools a consumer might need for their home gardening needs.
10Club Co-founder and COO Deepak Nair believes that there is an extremely bullish trend in the home care sector, and the acquisition of these 3 giants in the industry gives 10club a strong foothold. He further announced that a new wave of 6 more acquisitions is approaching the company headquarters soon. With these acquisitions, an estimate revenue of over $50 million in the home category alone is expected.
The category saw an unprecedented spike during the pandemic, according to a statement from the company. 10Club believes that this trend is here to stay and aims at focusing its energies on capitalizing on the growth in this category. As per the startup’s estimates, the current category size is about $900 million with less than 10 percent online penetration, growing at over 70 percent YOY in 2020-2021.
Kraftseeds, Gate Garden and Kriti Kalash saw promise and potential in their business almost two decades earlier. Even though the category that wasn’t as lucrative back then, the founders spent a considerable amount of time understanding preferences of the urban consumer and took this fledgling business online via Amazon.
Follow Startup Story
Related Posts
