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Gardman: The Invisible Giant of UK Horticulture
A £8.5M revenue engine with a 1.8-star rating and zero web traffic. How is that possible?
Gardman.co.uk is a ghost in the machine—a horticulture powerhouse with £8.5M in revenue that appears to have zero organic traffic. This isn't a startup failure; it's a masterclass in B2B dominance masking a consumer-facing identity crisis.
"They're not selling to gardeners; they're selling to the people who sell to gardeners. The brand is a ghost in the consumer market."
The B2B Trojan Horse
Gardman isn't a direct-to-consumer brand—it's a distribution and white-label giant. The 1.8-star Trustpilot rating isn't a product failure; it's the inevitable result of a B2B operation exposed to B2C expectations. Their real customers are retailers, not the end-user struggling with a faulty bird feeder.
The Traffic Paradox
Zero monthly visits isn't a bug; it's a feature. Their domain strategy is fragmented (gardman.co.uk, gardenhealth.com, unwins.co.uk), creating a brand identity crisis. They're optimizing for shelf space at B&Q, not search rankings on Google. The tech stack—jQuery, Bootstrap, Swiper—reads like a time capsule, confirming their digital strategy is an afterthought.
The real story isn't on their website. It's in the 47 employees managing £8.5M in revenue across multiple brands (Westland, Resolva, FloPro). This is a classic conglomerate play: acquire, consolidate, and distribute. The digital presence is a compliance checkbox, not a growth channel.
- Identity Crisis: Three domains (Gardman, Garden Health, Unwins) competing for a single brand narrative.
- Revenue vs. Reputation: £8.5M in sales with a 1.8-star rating signals a disconnect between operational scale and customer experience.
- Tech Debt: Their stack suggests minimal investment in digital transformation, prioritizing backend logistics over frontend UX.
- B2B Fortress: Traffic is irrelevant when your revenue comes from wholesale contracts, not organic search.
The Silent Giant
Gardman isn't a failed e-commerce site—it's a B2B behemoth that doesn't need your clicks. For investors, the lesson is clear: sometimes the loudest metrics are the ones you don't see.
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Westland Horticulture | Gardening Products & Advice | Garden Health
Westland Horticulture are here to help with all of your garden dreams. Whatever level of gardener you are, and whatever garden task
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Westland Horticulture
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Reviews (20)
Perfect
I brought a seed spreader several month ago from Homebase. Came to use it this week and a pack of screws were missing. I emailed them asking me to send a set of replacement screws out. They did it without any further questions, or asking for proof of purchase. A++++ just how it should be Thanks
Hello, Thank you for your review. We are very sorry to hear that your spreader came without the screws to be begin with, but glad that we were able to resolve the problem! Thanks, The Westland Team
Customer Service at it’s best
I seem to be the exception here given that my experience with Westland was exemplary. I bought a Kent and Stowe lawn edger approx 12 months ago and it broke. I contacted customer services at Westland Horticulture as they are the parent company. Daniel who dealt with the problem could not have been more helpful and arranged a credit with the Kent and Stowe web site so that I could order a replacement First contact yesterday afternoon and order placed 30 mins ago. To my mind this is how customer services should work If only!!! So five stars to Daniel and Westland Horticulture
Hello, Thank you so much for your kind review and great feedback. You’re absolutely right, Kent & Stowe is part of the Westland family of brands. We’re really pleased to hear that Daniel was able to assist you promptly and get everything sorted. We truly value our customers, and wherever possible, we aim to offer advice, guidance, and support through our product guarantees. Thanks, The Westland Team
Smashed Peckish Balls but THANKYOU for caring
I messaged you (Danial) because the pack of Bird Peckish Balls were smashed. You kept on about its the shops fault. I also enquired about your yellow feeder featured on the Peckish wrapper and you said you would send me one, ....instead....you sent me a cheap looking bullet shape feeder nothing like the yellow one and the balls too were smashed as it wasnt wrapped sufficiently. I have requested to return and you replace it with the yellow one but you dont reply. The birds don't go near the clear one as it scares them and they can't grip it. Please show you care and send us the yellow one. I buy the balls regularly so I am a valued customer. Thank you for your fast reply I received today. Just to confirm it wasn't clarified by Danial that it would be different to the yellow one featured otherwise I would have said no to the bullet one which is now £1.99 in B&M because nobody wants it. It looks unsightly in the tree and no birds go to it, I think its maybe hard for them to clutch on to it. I had been looking for the yellow one on the packet. I wasn't sure whether it was filled or not. Thank you for your kind offer of the giftcard and trying to help me get the one featured on the wrapper. It arrived this morning. It really makes a difference to us customers when customers really care like yourselves THANK YOU again.
Hello, Thank you for taking the time to share your feedback. I am very sorry to hear of your disappointment. We did apologise for the condition in which you received the Peckish Energy Balls from the retailer and explained that, due to the timing and the way our products are sold, returning to the retailer for an exchange or refund would be the best course of action. As a gesture of goodwill, we arranged to send you one of our Ready to Use Pre-Filled Energy Ball Feeders. Before this was sent, we did confirm in our correspondence which feeder would be provided. I am very sorry that the goodwill feeder arrived in less than perfect condition and for any inconvenience this caused. However, as we do not sell directly to members of the public, we are unable to arrange for an alternative feeder to be sent out. To ensure you are not left out of pocket, I have arranged for an HTA Garden Gift Card to be sent to you to cover the cost of your original purchase of energy balls. We truly value your custom and your continued support of the Peckish brand. Thanks, The Peckish Team
Westland compost a haven for gnats
This is probably the worst compost on the market. This is the second year that I purchased their compost and it is the second time that it appears to be made up of small pieces of wood. I used the compost in my indoor plant pots last year as well as in the garden, and the house started to get full of gnats. My daughter said it was the compost but I did not believe her. Then again this year when I changed the compost, the same thing happened only this time the gnats were far more in numbers. I have now purchased Miracle Grow compost to change the compost in my indoor plants. Please avoid Westland compost till they actually supply compost instead of wood chips.
Hello, Thank you for taking the time to leave a review, and I’m sorry to hear about the issues you’ve experienced. The small wood pieces you’ve noticed are part of the structure of modern peat-free composts, as they help support aeration and healthy root growth. Fungus gnats are unfortunately more prevalent nowadays, and while we do everything we can to prevent them from entering our compost bags, there are some external factors that can influence their attraction to the material and, subsequently, into the home. For indoor plants, we would always recommend using a dedicated indoor potting mix. These blends are specifically formulated for houseplants and are proven to be far less attractive to fungus gnats, helping to minimise the risk of them appearing indoors. We’d really like to look into your experience properly. If you’re able to contact us directly at [email protected] with some images of the compost and the QA codes from the bags, our Quality team can investigate this further. Thank you again for raising this with us. Regards, The Westland Team
Mushrooms...
It's very interesting reading these reviews of the Westland multipurpose compost. It has been my go to compost for well over 10 years. However, this year it is awful. Dries out very quickly and the mushrooms/toadstools everywhere! I emailed Westland to complain and I was sent a response making me think it was just me - obviously not seeing the many similar complaints. They did send me a gift voucher which was appreciated but I won't be buying Westland again - such a shame as their compost used to be first rate.
Hello, Thank you for your review and for being a loyal customer of Westland compost over the years. We’re genuinely sorry to hear that your recent experience with our multi-purpose compost has not met expectations. We appreciate you reaching out to us directly at the time, and we’re glad we were able to respond and offer a gesture of goodwill. However, we understand your disappointment and take your concerns seriously. To clarify, mushrooms and toadstools are a natural part of the composting process. Our composts are made from carefully sourced organic materials and go through rigorous heat treatment during production, which eliminates fungal spores, pathogens, and weed seeds. However, compost is a living product, and fungal spores exist in the atmosphere in their billions. When conditions are right, such as warmth, moisture, and fresh organic matter, these spores can settle and thrive, resulting in visible mushrooms or toadstools. This is not harmful to plants or people and is actually a sign of active, nutrient-rich compost. We understand this may be unexpected and even frustrating, especially if you’ve never encountered it before. We always aim to provide clear information and support, and we’re sorry this experience has led you to reconsider your choice of compost. Thank you again for your feedback. Regards, The Westland Team
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About gardman.co.uk
Westland Horticulture are here to help with all of your garden dreams. Whatever level of gardener you are, and whatever garden task
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gardman.co.uk uses 30 technologies across their website including Google Maps, Font Awesome, Adobe Fonts, reCAPTCHA, and more.
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Google Maps
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reCAPTCHA
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Sentry
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Framer, WordPress
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gardman.co.uk receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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