{"name":"Granngården","domain":"granngarden.se","url":"https://optimly.ai/brand/granngården","is_claimed":false,"categories":["retail-ecommerce"],"headers":[{"header":"Overview","sections":[{"key":"short_description","label":"Tagline","shape":"text","content":"Swedish omnichannel retailer for products, services, advice and inspiration related to gardening, animals, farming, nature, home and leisure.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"description","label":"Description","shape":"text","content":"Granngården operates more than 100 stores in Sweden and an e-commerce site, offering products and services for cultivation, animals, nature, gardening, agriculture and the home.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"}]},{"header":"Identity","sections":[{"key":"mission","label":"Mission","shape":"text","content":"To help people care for their plants and animals through quality products, practical advice, knowledge and inspiration, based on the belief that caring for plants and animals contributes to personal wellbeing.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"leadership","label":"Founders & leadership","shape":"text","content":"Magnus Detterholm — CEO; Fredrik Björk — Head of Operations; Mats Dalin — Head of Category & Purchasing; Amanda Düring — Head of HR; Jenny Maltesson — Head of Marketing; Lars Palebo — Head of IT.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"website","label":"Website","shape":"text","content":"https://granngarden.se","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"voice_tone","label":"Voice & tone","shape":"text","content":"Friendly, practical, knowledgeable and inspirational, with an emphasis on advice, guidance and everyday usefulness.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"founded","label":"Founded","shape":"text","content":"1880","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"headquarters","label":"Headquarters","shape":"text","content":"Malmö, Sweden","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"parent_ownership","label":"Parent ownership","shape":"text","content":"Since 2016, Granngården has belonged to Division Norden of the Felleskjopet group.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"}]},{"header":"Offerings","sections":[{"key":"problem_solved","label":"Problem solved","shape":"text","content":"Helps people find products, services, knowledge and practical guidance for caring for plants, animals, gardens, farms, homes and outdoor environments.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"core_capabilities","label":"Core capabilities","shape":"text","content":"Omnichannel retail through more than 100 Swedish stores and e-commerce\nProduct retail across gardening, agriculture, forestry, pets, horses, farm animals, clothing, footwear and home\nAdvice, guides, inspiration and care recommendations\nCustomer services through Grannhjälpen, Husdjurshjälpen and Lantdjurshjälpen\nCustomer club offering knowledge, inspiration and offers\nOwn-brand product development and retail","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"products","label":"Products / SKUs","shape":"text","content":"Gardening products, plants, seeds, pots, tools and garden machinery\nAgriculture and forestry products, including fencing, feed, bedding, farm equipment and road products\nPet food, pet supplies and animal care products for dogs, cats, birds and small animals\nHorse feed, horse care products, riding equipment and horse clothing\nProducts for chickens, sheep, wildlife and other farm animals\nClothing, boots and footwear\nHome, household, storage, heating and leisure products\nOwn-brand products for dogs, cats, horses, chickens, sheep, soil and fertiliser","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"pricing","label":"Pricing","shape":"text","content":"Product-specific pricing is displayed on the website; products are sold through the e-commerce site and stores. The site also advertises free delivery to stores, free delivery from 700 kr and free home delivery from 1,500 kr.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"}]},{"header":"Audience","sections":[{"key":"target_industry","label":"Target industry","shape":"text","content":"Retail and e-commerce serving gardening, agriculture, forestry, animal care, pet care, home and outdoor living.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"customer_base","label":"Customer base","shape":"text","content":"People interested in cultivation, animals and nature, including gardeners, farmers, pet owners, horse owners and household customers. Granngården reports more than 1 million customer-club members.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"icp","label":"Ideal customer profile","shape":"text","content":"Swedish consumers and small-scale agricultural, gardening and animal-keeping customers who need products, advice and services for plants, pets, horses, farm animals, gardens, farms and homes.","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"use_cases","label":"Use cases","shape":"text","content":"Buying gardening tools, plants, seeds, soil, fertiliser and outdoor products\nCaring for dogs, cats, horses, chickens, sheep, birds and other animals\nManaging farms, stables, fencing, feed storage and animal feeding\nMaintaining gardens, driveways and outdoor areas with machinery and tools\nPurchasing household, storage, heating, clothing and leisure products\nUsing guides, care advice, inspiration and animal-related support services","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"},{"key":"customer_outcomes","label":"Customer outcomes","shape":"text","content":"Better conditions for caring for plants and animals\nAccess to practical product advice, knowledge and inspiration\nConvenient shopping through stores and e-commerce\nAccess to products and services for gardening, farming, animal care and home needs\nSupport for living in closer connection with animals and nature","source_type":"1p_website","source_label":"Brand's website","source_url":"https://granngarden.se","updated_at":"2026-11-07T06:59:27.151792+00:00"}]}],"last_refreshed_at":"2026-11-07T06:59:27.164313+00:00","last_changed_at":"2026-11-07T06:59:27.174257+00:00","claim_url":"https://app.optimly.ai/sign-up?claim=4c7cacd2-9daf-4f39-8ee0-1efb56981bd4"}