Achingly cool millennial garden shop offered for sale

Company: What You Sow

The owner of an online garden shop for millennials, recently described as ‘achingly cool’ in The Telegraph is offering it for sale.

What You Sow is “for people who love to grow things” and offers a curated selection of gifts for those with a passion for gardening.

A kitchen-table business run in the owner’s spare time, What You Sow was launched in 2012 and has since grown a large following amongst young, enthusiastic new gardeners wanting a unique gift offer for their friends and family. Unable to dedicate the time needed to continue running the business due to other career interests, entrepreneur Lyndsey Haskell is now looking to pass What You Sow to a new owner who will enable it to thrive and grow.

Offered for sale is a fully functioning, secure, mobile-friendly, easy-to-use website with full e-commerce functionality, a social media portfolio of over 12,000 followers and subscribers, on-trend branding and logos, plus all current stock. With plenty of growth potential the business can be run from any location and would make an attractive addition to a garden retail portfolio looking to expand its reach to a younger market. 

Regarding the popularity with younger gardeners, Haskell says “Gardening has become a popular hobby amongst millennials, looking for ways to escape from their busy lives, which they increasingly spend online. Many younger gardening enthusiasts remain time poor and just don’t have time to shop around when it comes to retail purchases. They are also very demanding – they want unique gift items for their loved ones, and instead of casually browsing a garden centre to find ideas, they prefer a carefully curated collection of items which they can choose from at their convenience and have delivered directly to their door.”

The brand has a huge amount of goodwill attached to it. Popular with the press, What You Sow has been featured in lifestyle magazines such as Country Living, Gardeners’ World, Modern Gardens, Good Homes, Mollie Makes, Grand Designs and The Simple Things as well as national newspapers such as The Times & The Sunday Times, The Telegraph, The Guardian, The Express and the Daily Mail. The owner of What You Sow has made contact with hundreds of journalists in the garden and lifestyle publishing industry, many of whom have featured the brand a number of times in their shopping and gardening pages. In 2016, What You Sow was shortlisted for the Country Homes & Interiors My Country Business Awards in the retail category and in May 2015 was named by o2 as one of 5 small businesses doing social media well.

Engagement is another area where What You Sow is meeting millennial demands head-on. Now in its 4th year, the What You Sow Secret Seed Swap initiative, where participants decorate a packet of seeds and send it to a stranger, has been featured in a number of well-known garden and lifestyle titles and gained huge online engagement. The swap had over 200 users sign up this year and hundreds of posts have appeared on the Secret Seed Swap hashtags on Instagram.

The owner would like to see the business taken over by a fellow gardening entrepreneur or group enterprise. She says “What You Sow would be the perfect addition to a current garden retail portfolio. The website is already built, stock is uploaded, a potential owner would simply have to add any additional items from their own current portfolio and it’s ready to go.”

As part of the sale Haskell is offering her own expertise to create the What You Sow 2019 trend report and to curate a collection of stock from a new owner which would particularly appeal to millennials.

For more details and a full prospectus get in touch with What You Sow owner Lyndsey Haskell at

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