Bengaluru-based 10Club Acquires Three Lawn And Garden Brands
Bengaluru-based e-commerce roll-up player 10Club has announced the acquisition of three lawn and garden brands- Kraftseeds, Gate Garden and Kriti Kalash.
Speaking on the development, Deepak Nair, Co-founder and COO of 10Club, said,
“We are extremely bullish on the home category, and the acquisition of three strong brands in the lawn and garden segment gives us a strong foothold, and more importantly, will complement the six new acquisitions that we will announce shortly. With these acquisitions, we will be clocking a revenue of over $50 million in the home category alone.”
10Club | Rise of Home Gardening
According to 10Club, the home gardening segment saw an unprecedented spike during the pandemic. The startup believes that the home gardening trend is here to stay and aims at focusing its energies on capitalising on the growth in this category.
As per 10Club’s estimates, the current category size is about $900 million with less than 10% online penetration, growing at over 70% YOY in 2020-2021.
These three acquired lawn and garden brands specialise in seeds, manure, planters, soil, flower bulbs, tools and every other kind of equipment a consumer might need for their home gardening needs.
Speaking on the acquisition deal, Gaurav Pahwa and Shaina Pahwa, Founders of Kraftseeds, said,
“Over the past 20 years, we’ve worked hard on building a strong business that has emerged as a category leader on Amazon. Our vision for Kraftseeds, however, is so much larger. We want to reach more households across India, encouraging consumers to grow plants and fall in love with gardening. We believe that to achieve this, 10Club is the right partner for us as they are equipped with an extremely capable team and are aligned with our vision.”
In June 2021, 10club raised $40 million in seed funding, making it one of the largest seed funding rounds in the country.
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