When Swedish entrepreneur Linda Brattlöf bought her first house on the country’s west coast, there was one thing spoiling the exquisite outdoor space – an ugly garden hose hanging on a rusty wall bracket. “I searched everywhere for a finer one, with a white tube, perhaps, which I thought would match the house perfectly,” says Brattlöf. “But everywhere it was the same sad story: green, green, green and orange, and giant ugly wall mounts.” Having thus spotted a gap in the market for garden products that would look as good as the environments they inhabit, she launched Garden Glory in 2013.
First up was a line of super-chic hoses (€110) in a wide choice of appealing colours – there’s turquoise, grey and bubblegum pink, as well as white, black and gold. The hoses are kink-resistant and UV-protected to help retain their colour, and each comes with a matching carrying handle, which makes it look more like a fashion accessory than an everyday garden tool – an angle picked up by the tongue-in-cheek, fashion-like imagery Brattlöf has created for her joyful e-store.
There are also co-ordinating wall mounts (from €55) – or more outlandish versions shaped like stags horns or claws – and gorgeous nozzles (from €55), if such a thing isn’t a contradiction in terms. The latter come in matching colours as well as gold and silver, and, for maximalists, printed versions in leopard and snakeskin. Brattlöf has more recently expanded into other garden accessories – from diamond-shaped trowels (€65) and watering cans (€45) to cool shell-shaped chair cushions (from €95), which can be used on benches, garden chairs or scattered on the grass – then folded up and carried like a handbag.