Click & Grow
6 known investors
Click & Grow makes self-watering indoor smart gardens and pre-seeded plant pods that let consumers grow herbs and vegetables at home with minimal effort. The company sells its devices and seasonal plant pods directly to home growers.
Also known as Click and Grow
Founders & leadership
Investors · 6
Company profile
researched Aug 2026Click & Grow develops and sells consumer indoor gardening systems built around two components: countertop and floor-standing "smart gardens" with automated LED grow lights and a passive watering system, and proprietary pre-seeded "Plant Pods" that contain seeds and nutrients and manage pH and moisture without soil. The product line spans the Smart Garden 3 ($124.95), Smart Garden 9 ($249.95), Smart Garden 9 PRO ($299.95) and the larger Click & Grow 25 ($949.95), alongside plant pod 3-packs at $14.95, 9-packs at $29.95, themed starter kits at $139.95, and accessories and spare parts.
The Click & Grow 25 is a 25-pod unit made of wood, steel and ABS with a 9-litre water tank, two LED grow lights and a six-tray system designed for a five-week harvest cycle in which roughly five plants are harvested per week; it draws 38 W (about 18.24 kWh per month), measures 75.5 x 51 x 43 cm, weighs 15 kg, and can be stacked up to three units high, with optional storage drawer, top shelf and light-blocking panel accessories. Setup is described as about 15 minutes with roughly 10 minutes of monthly maintenance. Gardens ship with a one-year warranty, and the company offers a sprouting guarantee that replaces pods that fail to grow, plus a companion Click & Grow app for plant care guidance, harvest timing and variety discovery. More than 60 plant varieties are offered, all cross-compatible with every garden model, including basil, cilantro, thyme, peppermint, rosemary, parsley, dill, chives, oregano, arugula, lettuces, mini tomatoes, wild strawberry, lavender, green onion, mini sunflower and "Grow Anything" pods for users' own seeds.
Founding story
Founder Mattias Lepp created the company's first "Smartpot," and the company describes early users - children, parents and busy entrepreneurs - repeatedly checking the device for sprouts as the reaction that shaped the product.
Business model
Direct-to-consumer hardware and consumables model: the company sells the gardens as the initial purchase and generates recurring revenue from replacement pre-seeded Plant Pods, themed plant kits, accessories and replacement parts, supported by a free-app layer and customer support.
Product sales through the company's own online store, with prices shown per unit (gardens from $124.95 to $949.95; plant pods $14.95 per 3-pack, $29.95 per 9-pack; plant kits $139.95; accessories such as plastic cups $12.95). Shipping fees are calculated at checkout, with free shipping on orders over $150 in the contiguous US.
Traction
The company states that over 10,000,000 plants have been grown with its products and that it offers more than 60 plant varieties.
Latest developments
In February 2026 the company ran a social media giveaway with KitchenAid UK tied to that brand's 2026 Colour of the Year launch. In March 2026 it announced Johan Schepers as new CEO, effective the previous month. On 28 April 2026 it announced a EUR 2 million equity investment to support growth and product focus. It also publishes a "Kids in the Kitchen" recipe blog series in collaboration with Little Kitchen Academy.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Markets itself as a provider of hassle-free indoor gardens for non-expert consumers, contrasting its passive-watering pod approach with hydroponic systems and store-bought produce.
Positioning rests on ease of use (about 5-15 minutes setup, minimal ongoing maintenance, no soil or nutrient dosing), pod-and-garden cross-compatibility across more than 60 plant varieties, a sprouting guarantee with free pod replacement, expert customer support, replaceable parts and long-life grow lights, and reduced cleaning versus hydroponic systems where roots sit in nutrient solution.
Technology
Gardens combine energy-efficient LED grow lights with a passive (wick-based) watering system fed from a water tank, so the units require no pumps and are described as silent; the company states grow lights last a minimum of seven years. The patented Plant Pods are pesticide-free and pre-seeded and supply nutrients while regulating pH and moisture, avoiding the exposed root systems and residue buildup of conventional hydroponics. Housings use recyclable ABS plastic, with wood and metal in larger units, and eco-design principles intended to make wear parts replaceable; components are described as dishwasher-safe. A mobile app provides plant care tips and harvest reminders.
Go-to-market
Online direct sales via a multi-region e-commerce site (regional pricing and currency selection, with an international shipping country list), supported by a company pressroom and blog, user-generated social media testimonials, and brand collaborations such as a social media giveaway with KitchenAid UK for its 2026 Colour of the Year launch and a recurring recipe blog series with Little Kitchen Academy.
Home consumers who want to grow herbs, leafy greens, vegetables and flowers indoors without gardening experience, including families and apartment dwellers with limited space or light; marketing content also references children's cooking and gardening education.
Geography
Operates an international e-commerce presence with region and currency selection (US site quoted in USD), free shipping over $150 in the contiguous US, typical delivery of 3-8 business days, a published list of countries served, and UK-facing brand activity via the KitchenAid UK collaboration.
History
The company frames its work as an ongoing effort to solve plant cultivation problems on the user's behalf, evolving from the founder's first Smartpot to a line of smart gardens and pre-seeded pods. Recent milestones include the appointment of Johan Schepers as Chief Executive Officer, effective February 2026 and announced in March 2026, and a EUR 2 million equity investment announced in April 2026 to support growth and product focus.
Compiled by commissioned research from 6 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 2
by search overlap
Companies competing with Click & Grow for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 4
launches, deals, and filingsThe company announced a EUR 2 million equity investment intended to support growth and product focus.
Click & Grow announced Johan Schepers as its new CEO, effective the month prior to the March 2026 announcement.
Click & Grow teamed up with KitchenAid UK on a social media giveaway to mark the brand's 2026 Colour of the Year launch.
Ongoing blog series produced in collaboration with Little Kitchen Academy sharing recipes and tips for cooking with children.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 6
primary sources listed
- Indoor Herb Gardens and Indoor Gardening Kits | Click & Growclickandgrow.com · web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Click & Grow do?
- Click & Grow sells self-watering indoor smart gardens and pre-seeded plant pods for growing herbs and greens at home.
- Who founded Click & Grow?
- Click & Grow was founded by Mattias Lepp.
- Who are Click & Grow's investors?
- Click & Grow's investors include Ingka Investments, Metaplanet, SEB Alliance, Specialist VC, Spring Capital, Trind Ventures.