Redefining Brand Leadership in Outdoor Living

Interview with Jan Allhoff, Managing Director

SIENA GARDEN creates stylish outdoor living spaces where design, comfort and long-lasting quality come together seamlessly, turning terraces and gardens into true extensions of the home

Outdoor living has evolved into a lasting consumer trend. In this dynamic market, SIENA GARDEN, based in Münster, has transformed from a private label within the H. Gautzsch Group into an independent manufacturing company with clear brand ambitions. Managing Director Jan Allhoff discusses strategy, market positioning and the company’s vision for growth.

European Business: Mr. Allhoff, how did SIENA GARDEN develop?

Jan Allhoff: Founded in 2005 as a private label, SIENA GARDEN secured its assortments after supplier exits. With the establishment of Gardamo GmbH & Co. KG in 2014, we were able to gradually professionalize our supply chain processes and quality management. With the founding of SIENA GARDEN GmbH & Co. KG in 2023, we built comprehensive manufacturing capabilities and deliberately moved beyond traditional wholesale.

European Business: What are the key figures today?

Jan Allhoff: With approximately 100 million EUR in turnover valued at end consumer prices, we have established a strong position in the German-speaking market. We are already among the top three recognized garden furniture brands, complemented by direct-to-consumer activities via our website and flagship store.

European Business: How did the pandemic influence you?

Jan Allhoff: The market grew by around 20% in 2020, as demand exceeded production. Retail restocking in 2021 supported our growth. Despite inflation and geopolitical uncertainty, we remain above pre-pandemic levels.

European Business: What drives future growth?

Jan Allhoff: The German garden furniture market is worth approximately 1.2 billion EUR and shows steady growth. Demand is often linked to housing cycles, usually 10 to 15 years after a home is built. In this environment, our priority is to strengthen our market position and expand our share.

European Business: What is your strategy?

Jan Allhoff: Our two pillars are garden tools under ‘Draußen gestalten’ and furniture under ‘Draußen genießen’. Through 270 to 300 m2 shop-in-shop concepts, we aim to establish ourselves as the reference brand in a fragmented market.

European Business: Who are your customers?

Jan Allhoff: We work with garden centers, specialist retailers, furniture stores, and selected DIY chains, both offline and online. Reliable weekly deliveries and efficient digital processes ensure smooth operations for our partners.

European Business: What defines your success?

Jan Allhoff: The product comes first. Our ambition is price-performance leadership in the mid segment, supported by strong service for B2B and durable quality for consumers. Focused social media and regional out-of-home campaigns within a 30 to 40 km radius create targeted pull effects for our retail partners.

European Business: How do AI and sustainability fit in?

Jan Allhoff: We use AI in content creation, research and visualization, and we plan to continuously expand its use. Sustainability means durability: strict standards, FSC wood, BSCI certified factories, cooperation with the German Caritas, 2,000+ spare parts and 3D printing — we act rather than talk.

European Business: What drives you personally?

Jan Allhoff: I am a garden enthusiast driven by transformation and a pioneering spirit. With shareholder backing and empowered teams, we aim for brand leadership in furniture across the German-speaking market and beyond.