Toy market news

Outdoor Toys acquired by Gartenhaus

3i Group plc has announced that A-Z Gartenhaus GmbH, a digital leader in garden homes, sheds, saunas and related products in northern Europe, has acquired toy retailer Outdoor Toys. As part of the transaction, 3i will invest €56m of additional capital.

Founded in 2006 by James Owen and based in Wales, Outdoor Toys is among the largest outdoor garden toys specialists in the UK. The company offers over 1,000 products and specialises in Modular Toys, including swing sets, slides and climbing frames, as well as ride-on toys, trampolines, sandpits and accessories. The company operates a vertically integrated value chain with its own product design, UK manufacturing, customer service, dedicated logistics fleet and direct online sales to customers through its own website as well as online marketplaces.

The company has delivered sales growth of 70% per annum since 2019 and shipped over 1 million items in the last twelve months.

The acquisition expands Gartenhaus’s product portfolio and geographic reach while also enabling Outdoor Toys to increase its international reach. The combined business will be able to cross-sell its products to customers as well as benefit from online marketing, customer service and supply chain synergies. The acquisition also supports Gartenhaus’s ambition of building the leading European platform for home and garden projects.