Founded in 2008, the online gardening brand, sarahraven.com specialises in plants, bulbs, seeds, and horticultural products, catering to an estimated customer base of 900,000 gardeners and enthusiasts across the United Kingdom.
Post-COVID, the business experienced a 35% decline in sales. The company underwent a digital transformation in 2023, and through continued investment in e-commerce development, product innovation, and marketing, sarahraven.com achieved a reported 15% year-on-year increase in net sales and 25% uplift in new customer growth (as of 2025).
The company has cited financial pressures compounded by significant cost inflation, increased employers’ National Insurance contributions, unseasonal weather patterns, and the challenges of implementing new ERP operating systems. Additionally, the arrival of substantial VAT demands from HMRC (which is under appeal) has prompted the business to seek restructuring options.
Restructuring experts Begbies-Traynor Group (BTG) were appointed to advise and have worked with legal advice from Osborne Clark who evaluated the options and outcomes and independently concluded that the acquisition by founder and Creative Director, Sarah Raven and management would deliver the best outcome for all creditors, customers and staff.
Following the completion of this process, Raven, along with a small group of backers, successfully acquired the assets of the business. According to company, the acquisition enables continuity for customers, safeguard employment and provide a stable platform for the brand’s future.
“Building this brand has been my life’s work, with the ambition to bring all the pleasures and impact of colour-drenched and environmentally friendly gardening into green spaces across the country. The past few years have been challenging for British horticultural retailers, suppliers, and entrepreneurs, and despite all of our hard work, this is a necessary restructure of SarahRaven.com to guarantee the ongoing viability of the business,” explained Raven.
A new injection of capital will facilitate the transition to a new, streamlined operating model, emphasising core profitable categories and third-party fulfilment. The acquisition aims to safeguard the brand’s reputation, preserve employment opportunities, and empower the business to realise its objectives.
“My ambition is to continue with everything we love about the best of gardening for our hundreds of thousands of loyal customers, for our dedicated and talented team, and for our network of suppliers, large and small, across the UK and beyond many of whom I know have found this period as difficult as we have,” adds Raven.
Alison Doherty (CEO) and Gavin Street (CFO) will both be leaving the business. Stuart Hudson has been promoted to Managing Director, and Dominic Rose will be moving to Executive Chair. Jake Newbould remains as Marketing Director and Sarah Raven as Creative Director.
