YDEON
- Sector Consumer & Private Label
- Year invested 2020
- Location Germany
- Status Current
YDEON, headquartered in Hamburg Germany, is the online leader in the garden homes, sheds, saunas and related projects market in the DACH region.
Visit ydeon.com
Overview
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. The business differentiates itself through its own product development, excellent customer service and the management of complex logistics.
We see the business as the foundation to building the leading European platform for home and garden projects. Our key focus is to develop the product range into adjacent categories, as well as to internationalise the business by expanding into neighbouring countries.
How we add value
Only 70 days after our investment, YDEON acquired Polhus, a leading online retailer of garden houses and related products in Scandinavia. The company subsequently acquired Outdoors Toys, a leading online D2C retailer of outdoor garden toys in the UK, in 2021.
YDEON generates 95% of its sales directly online with a high level of SEO traffic as a result of its strong content. The home and garden market is expected to see online penetration further increase, so we are supporting the company to continue to build its online presence.
3i has a great reputation for helping its companies to grow internationally and we are excited to partner with their team at this point in our journey. The 3i team has a strong network, excellent digital capabilities and a strong track record in the consumer retailer space, all of which will be of great benefit to YDEON.
Regulatory information
This transaction involved a recommendation of 3i Investments plc, advised by 3i Germany.