Overview

YDEON headquartered in Hamburg, Germany, is the online leader in the garden homes, sheds, saunas and related projects market in the DACH region. The business combines specialist trade product know-how with digital competence and offers a one-stop platform for customers – from planning to realisation and maintenance of their garden and home projects.

Founded in 2002, YDEON is a pure eCommerce player and has been the pioneer in selling garden homes directly to consumers.   

We see the business as the foundation to building the leading European platform for home and garden projects. The key focus is to develop the product range into adjacent categories, as well as to internationalise the business by expanding into neighbouring countries.

Highlights

• The home and garden market is expected to see online penetration further increase.
• YDEON generates 95% of its sales directly online with a high level of SEO traffic as a result of its strong content
• The business differentiates itself through its own product development, excellent customer service, and the management of complex logistics
• Only 70 days after 3i's acquisition, YDEON acquired Polhus, a leading online retailer of garden houses and related products in Scandinavia
• Acquisition of Outdoors Toys, a leading online D2C retailer of outdoor garden toys in the UK, in October 2021

Regulatory information 
This transaction involved a recommendation of 3i Investments plc, advised by 3i Germany.