Primrose is Britain’s largest pureplay e-commerce garden retailer, offering a ‘one stop shop’ for all things horticultural, via a curated and high-quality product range.

Products are sourced from a diversified network of international suppliers, as well as UK nurseries and growers. These are then sold direct to consumers, via its UK and European websites, with a lower level of business transacted via intermediary platforms.

Risk Capital Partners acquired Primrose in November 2020, providing working capital investment to support the strong growth in trading following the launch of new plant and garden product categories and the general expansion in online sales.

Why we invested:

  • Favourable long term market drivers for the British and European garden product markets
  • Opportunity to benefit from increasing online penetration for the category
  • Strong growth being achieved after the recent launch of new plant and garden product categories
  • Opportunity for strategic acquisitions in what remains a highly fragmented market