Hermann Hauser is getting more into gardening.
Hauser increases investment in gardening site
The 'Father of Silicon Fen' has put extra funding into Greenfingers, or rather, his VC company, Amadeus Capital Partners has increased its investment.
Greenfingers is the leading mail order and internet gardening company.
Amadeus, 3K Digital, Designer City and Gilde IT Fund have all dug deeper into their pockets to put an extra 1 million into Greenfingers as part of a 2.5 million investment round.
Greenfingers' new catalogue is due out this summer and comes as the company continues trials with interactive television.
In its first year of trading Greenfingers saw average order values three times that of most garden centres.
The website includes step-by-step workshops and a personalised e-mail service for gardening questions and answers.
Greenfingers was founded by George Plumptre, former Times gardening correspondent, and is headed by Helen Bridgett, formerly with Tesco.
Gardening is a 3 billion market in the UK.
Philip McDanell, chief executive of investor Accelerator Media, said: 'Gardening is a national obsession in the UK and yet it is one of the few sectors without a market leading brand.'
Amadeus Capital Partners is a global technology investor. Since 1997, the firm has raised over $1bn for investment and used it to back more than 130 companies. With vast experience and a great network, Amadeus’ team of investors and entrepreneurs share a passion for the transformative power of technology. We invest in consumer services, financial technology, artificial intelligence, cyber security, medical technology, digital healthcare and digital media.