Growing with style: 20 Years of Alfresco Gardenware

By Cassie Tomlinson and Julia Van Veenendaal with James Nicklen

In the world of garden décor, Alfresco Gardenware has earned its reputation for offering stylish, functional, and thoughtfully designed products that cater to every gardener’s taste. As the business celebrates 20 years of growth, they reflected on their humble beginnings, key milestones, and a bright future ahead.

Where it all began

Founded in 2005, Alfresco Gardenware was born from a passion for gardening, a desire to provide better balance between work and family, and the realisation that the garden products available at the time lacked the sleek, minimalistic charm that so many homeowners were looking for. Initially, the business started in a small home office with a limited range of trellises and just one customer. But they had a larger ambition: to offer high-quality garden décor, making them universally available and catering to all the tastes out there. Ultimately, to offer something for everyone.

By 2007, Alfresco made a pivotal decision to shift focus to the independent nursery and garden market. This move led to the company’s first appearance at the Australian Gift and Homewares Association’s (AGHA) gift fair in Melbourne, marking the beginning of an exciting new chapter. It wasn’t long before Alfresco Gardenware transitioned to sole ownership in 2008, and the business began to build a portfolio of independent clients.

What drives the Alfresco team?

For Alfresco Gardenware, the drive has always been fuelled by a few core values that guide the company’s mission and vision

The team at Alfresco is united by a shared passion for the beauty of nature and the love of gardening. Alfresco strives to create products that enhance the gardening experience and help people to bring their garden dreams to life.

Over the years, Alfresco has built long-lasting relationships with its customers by being genuinely attentive to their needs. Alfresco believes in providing excellent service, not just through the products they sell, but also by creating meaningful connections with their supportive customer base.

At Alfresco, design is at the heart of everything they do. Every product in the range is carefully selected, with a focus on catering to diverse tastes and preferences. Whether it’s a minimalist trellis, a decorative garden feature, or a functional harvesting solution, Alfresco’s products are designed to elevate all types of gardens.

And the final key to Alfresco’s success: an incredible team. “We’re really blessed here and wouldn’t have succeeded without them,” says owner Julia Van Veenendaal, and it’s clear that the collective dedication, hard work, and positive energy of the Alfresco team are integral to their success over the past 20 years.

Merry, who joined in 2016, has been instrumental in building the company’s customer service reputation. Her background in PR, restaurant ownership, and garden design made her a perfect fit. Customers often refer to her as a co-owner, and her infectious personality has made her a favorite among clients and colleagues alike.

The rest of the team, including Sue, Shari, Lisa, Jem, Greer and Richard, along with Fiona, Jenni and Diana, the sales team, work together to deliver top-notch service. The warehouse crew, led by Tracey and Jarrod, ensure that orders are fulfilled efficiently and accurately.

“Without a doubt. We have the best team,” Julia says.

A thriving community

Alfresco Gardenware has been an active member of two key industry bodies: NGIV and AGHA. Being part of these communities has not only helped Alfresco grow, but has also fostered lasting relationships with other wholesalers, growers, and retailers. Whether it’s at NGIV’s Trade Day or AGHA Gift Fairs, the connections built with customers and peers alike are something Alfresco values deeply.

As Julia reflects, “There have been lots of laughs and silly moments, particularly with customers at Trade Day. Sometimes I’ve left with sore stomach muscles from laughing so much.”

The third decade

As Alfresco enters its third decade, the company is looking to the future with excitement and optimism. With significant investments in digital capabilities, including a new digital lookbook to inspire customers, the brand is embracing the changing landscape of the market.

“It’s such a changing market, with impact of Gen X, Millennials; the exiting of boomers; Covid’s acceleration of digital and remote technologies; climate change and increased interest in gardening; retailing changes; it’s a whole new market, but Alfresco has the foundation to navigate it,” Julia says.

The company is also investing in hiring skilled professionals in areas like supply chain, sales, and marketing to help navigate these changes and take Alfresco Gardenware to the next level.

“Alfresco is like a child, born in 2005 and now finished its schooling and ready to take on the world.” says Julia.

For regular updates and inspiration, follow Alfresco Gardenware on social media.

“We’ve been working with Alfresco since they started. From small humble beginnings, we’ve watched them grow and develop and now they are one of our key suppliers. Julia and the team are so easy to work with and are constantly delivering new product. Nothing is ever a problem and that makes business so easy. Our customers love them and so do we."

– Andrew Jones, Poyntons Nursery