GardenStuff

image_startup_GardenStuff

Startup name: GardenStuff
Registered Office: Italy, Legnano
Established in: 1/01/2017
Startup Category: Smartcity
Financing round: no
Working prototype: yes
Competitions/Prizes won: no

Founders: Francesco Tirinnanzi

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GardenStuff

Company profile:
GardenStuff is an innovative StartUp located in north of Italy. GardenStuff is devoted to the creation of decorative and practical products for the open spaces of the house in tune with nature and habitat requirements. Each product has a typically Italian design and unique and unusual features.
We impose ourselves on the market to realize unique and concrete ideas, to improve the external spaces of home environments. Our focus is specific on the intelligent exploitation of small spaces.
The products of the home living sector blented with the green and for the open spaces are becoming important elements to be integrated into homes.
Houses are increasingly more accessorised and connected, but at the same time they become smaller and smaller. Furthermore, the external spaces of the houses are even more minimized.
The integration of vegetation is an increasingly felt element in home living environments.
We are already a leader in the exploitation of small outdoor spaces through our patented products.
We want to focus more and more on products that fit perfectly in small spaces that are connected, with a distinctive Italian design character.

Vision:
Families life and wellness needs closer and closer to a style that integrates best with a healthy environment. In contact with nature in “green” way.
The house is the space in which we live and this is precisely the space that more than others must respond to this need to improve the quality of life. But the houses tend to be smaller and smaller, and the spaces dedicated to the outdoors are even smaller. However, we at GardenStuff believe that there are different ways and ideas to make even those spaces livable, exploitable, green!
This need leads to a continuous and exponential interest in the integration of plants in their living environment. But there is a huge lack of ideas and products suitable for new types of apartments, which instead are made up of numerous windows and small balconies with less and less green spaces and terraces.
The technological and intelligent use of small spaces where green is perfectly integrated is the answer to future life trends.

Mission:
Families life and wellness needs closer and closer to a style that integrates best with a healthy environment. In contact with nature in “green” way.
We want to offer an unique stimulating, evolutionary and healty home environment.

Our History:
The idea of the first product was born from concrete needs to satisfy the need to integrate plants in a studio without access to open spaces.
This creates the first Industrial Invention Patent that brilliantly solves the problem The system is unique on the market and not invasive.
In the years the single product remains very little exploited because lacking of the support structure and the integration of additional products to support.
In a second phase Brico Center discovers our product and wants it. At this point we started thinking about developing other products and so other products are studied and industrialized, always with a careful eye on the protection of ideas through patents, registration of trademarks and design patents.
Currently we have 5 patents a registered trademark and a design patent. The intelligent development of the integration of green spaces in reduced spaces awaits countless ideas to be developed and disseminated as soon as possible. Now the time has come to move in a structured and at an international level.

The Team:
The team knows the market, with experience gained in years. We have internal organization which operates efficiently on every phase. We also have a hug management control. We are able to innovate with the use of information and communication technologies, and this has allowed us to bring the business to a rapid rise.
Our team is made up of experts in the sector, high-level managers who know international retail and finance, operational and expert personnel, experienced IT technical experts, young and explosive designers and graphic designers.
We use several e-commerce sites owned by us, and we have the ability to attract interest from large-scale retailers. We therefore receive continuous requests from specific shops in the field of gardening and from emerging companies in B to C, which therefore involve us.
In the first year of life we have already achieved important results, with a turnover that has already allowed us to maintain a perfect balance between costs and revenues.

The project:
With our scrupulous and timely methodology, the project is evolving. And we will be able to strengthen R & D (Research and Development) supported also by international money collection portals (through reward based crowdfunding).
We will immediately commercialize innovations, making the most of information and communication technologies. We will collect data immediately useful for the improvement of new products.
We will also create an interest for architects and young designers that we are involved in enhancing and characterizing the design and functionality of new products.
We will therefore guarantee further visibility and development of ideas. Adapting ourselves proactively to all the opportunities of the new digital age. As early as 2021, we are aiming to become the leading company in the outdoor living sector, at a European level, for our innovation and for a strong imprinting of Italian design.
We realize that this path is full of great opportunities to grab. But the step must be made with determination and strength so as not to lose the opportunity in front of us.
Each choice is made to spread functional and enjoyable products that can become part of the everyday life of every family for years.

Products:
Our products are functional and practical systems that allow you to make your own home space more similar to nature. We have frantic life requirements and in reduced environments that we are forced to live daily. Supporting the evolutionary growth imposed on us is increasingly distant from nature that externally surrounds us. Our products are systems for the exploitation of small outdoor spaces with patented hooking mechanisms; security systems to exploit protrusions and external supports of the house; vertical wall exploitation systems …
And we will upgrade with IOT systems the potential for adapting plants in our home spaces.
Number of patent:
Currently we have 5 patents a registered trademark and a design patent. The intelligent development of the integration of green spaces in reduced spaces awaits countless ideas to be developed and disseminated as soon as possible. Now the time has come to move in a structured and at an international level.

Our Ambition:
Each choice is made to spread functional and enjoyable products that can become part of the everyday life of every family for years.

Copyright:
All our products (which are more than 300), packaging, our sites (we have active 7) are covered by copiright because they are designed and developed all in-house.

Our market segment geographic:
Our market segment is mostly linked to mature economies like certainly the whole of Europe, all of North America. We are always looking with greater interest for the immense potentialities of East Asia, as Japan and China.

The market segment:
The market value of the garden furniture and its accessories is attested worldwide at an estimated value of 100,000,000,000 €. In recent years, the general market trend is constantly growing, with percentages ranging from 3 to 4% per year. But in the segments where there is focus on technology and innovation, as in the exploitation of small and vertical spaces, the evolution of smart gardening is 20 to 25% per year.

Our actual Market share:
Our global market share is currently around 1-2%

Our competitors now:
At this moment, in the market that we know better than the local one, our competitors are fragmented on different sectors: Italian producers of basic products for the support and exposure of plants and flowers (low propensity to research and development) Italian design companies (high propensity to the development of new products but with an almost purely aesthetic view) importers of products for the garden from foreign countries (commercial). All these realities intersect each other, offering products that are considered to be basic alternatives for realities on the physical market such as supermarkets and stores. We do not have a world leader to take a reference from. We have not highlighted local companies that consistently develop ideas with high added value.
In any case in Italy there are no realities that have sufficiently developed the online channel, the strongest source of request and development of everything that has unique characteristics.

Our competitive advantage:
Our competitive advantage is dictated by several aspects:
1- the presence and the possibility of exploitation of our patents already applied to marketed products.
2- the development and internal sales structure of the online channel
3- The internal organization that consults and applies the processes of conception and development of new products.

Who supported the company:
Our structure has evolved over time, drawing initially from personal sources of funding from the initial partners, in a second moment the push was given by the significant signs of interest that were offered by our most famous customers such as Brico Center, Carrefour, Leroy Merlin , Coop Italia, Il Gigante, Dalani, QVC, Viridea, who have confirmed to us that the products have great potential for growth and interest.
Afterwards we began to receive interest from foreign investors (Chinese and French) who are increasingly interested in the evolution of our society.
Now we have several development opportunities to be evaluated and confirmed as a crowdfunding campaign already under definition, product foudrasing campaigns, interested business angels. We have the structure, the spaces and the knowledge to make the leap in quality that we expect to do with anxiety and we want to do it to the best of the opportunities that will be offered to us.

img-startup-GardenStuff

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