DM Greenkeeping
Subscription-based professional lawn care services for private homes.
| Date | Investors | Amount | Round |
|---|---|---|---|
* | N/A | Angel | |
| Total Funding | 000k | ||
| DKK | 2023 | 2024 |
|---|---|---|
| Revenues | 0000 | 0000 |
| EBITDA | 0000 | 0000 |
| Profit | 0000 | 0000 |
| EV | 0000 | 0000 |
| EV / revenue | 00.0x | 00.0x |
| EV / EBITDA | 00.0x | 00.0x |
| R&D budget | 0000 | 0000 |
Source: Company filings or news article
DM Greenkeeping is a Danish company providing professional lawn care through a subscription-based franchise model. It was founded in 2015 by two experienced greenkeepers, Michael Lindholm Jepsen and Danny Skovgård Skytte, who serves as the CEO. Vicki Skovgård Skytte, with a background in the financial sector, later joined as a co-founder to manage the franchise operations.
The founders, both award-winning greenkeepers with over 20 years of experience, identified a market opportunity when golf club members repeatedly asked for advice on their private lawns. This led them to develop service packages for residential and commercial customers. The company's name, DM Greenkeeping, reflects the founders' initials and their profession as Denmark Masters (Danmarksmestre) in greenkeeper golf.
The business operates on a franchise system, which has enabled rapid nationwide expansion in Denmark. Customers subscribe to service packages, which typically include two to three annual visits for treatments like fertilizing, weed control, and overseeding of bare spots, all designed to be environmentally considerate. The company also provides clients with customized mowing instructions to complement the treatments. While they don't mechanically remove moss, their service strengthens the grass to naturally overtake it. In addition to private gardens, the company serves commercial and public areas, offering tailored solutions that include robotic lawn mowing, installation, and maintenance.
DM Greenkeeping gained significant public attention and a major investment after appearing on the Danish TV show "Løvens Hule" (the equivalent of "Shark Tank"), where they secured funding from investors Jesper Buch and Jan Lehrmann. This investment has fueled their growth, and the company is exploring international expansion. As of early 2022, the company had grown to include eight franchisees and served over 8,300 customers.
Keywords: lawn care, greenkeeping, subscription service, franchise business, turf management, residential lawn service, commercial lawn care, weed control, lawn fertilization, sustainable lawn care, moss control, professional grass care, lawn maintenance, garden services, Danny Skovgård Skytte, Michael Lindholm Jepsen, Vicki Skovgård Skytte, Jesper Buch, Jan Lehrmann, Løvens Hule.