Crocus and Primrose have announced a merger to create one of the UK’s largest online horticultural businesses, bringing together two complementary brands to offer an unrivalled range of plants and gardening products to British gardeners.
The announcement follows a significant turnaround for Primrose. Having faced considerable financial difficulties in 2023, Primrose entered administration in late 2023 with losses exceeding £5M. In December 2023, Mark Fane and Peter Clay, founders of Crocus, acquired the business and have since focussed on a comprehensive turnaround strategy. Following three years of restructuring and operational improvements, Primrose is now expected to return to profitability in 2027.
Combining Crocus’s range of more than 6,000 plant varieties with Primrose’s extensive range of gardening products will create the UK’s broadest horticultural offering for British gardeners. Both companies will retain their distinctive brands and websites, while benefitting from combined operational and logistical facilities. The combined group will employ approximately 250 staff and have sales of over £50M in 2027.
Crocus has experienced record sales growth in 2026, finishing the year 23% up year on year. Founder Mark Fane attributes this success to a long-term strategy of investing in its own UK nursery production, alongside broader operational improvements that have helped ensure strong stock availability and consistently excellent customer service throughout the peak season.
It has been an exceptional year for Crocus on all fronts. The company has maintained its ‘Excellent’ rating on Trustpilot and secured its 36th Gold Medal at the RHS Chelsea Flower Show, collaborating with Tom Stuart-Smith on the TATE Britain garden.
Mark Fane said “It’s very exciting bringing these two businesses together to form such a significant horticultural online group. Crocus is committed to offering the widest possible range of plants, with 85% now coming from our own nursery or from our key UK suppliers. Over many years Primrose has established a strong business in a number of key product categories. The combination of the two businesses forms a formidable horticultural group."
