Royal Grass® is celebrating its fifteenth anniversary. The company was founded back in 2003 and since then artificial grass for gardens has undergone great developments. These days, thanks to numerous innovations, people across the globe are enjoying an artificial lawn, without their neighbors knowing it isn’t natural grass.
But this isn’t enough for Royal Grass®. The company has no intention of stopping here. Founder Freek Verhoeven is very passionate about it: “We are constantly looking for new ways to improve our products. “I’m talking about the appearance and quality of the artificial grass of course, but also about the environmental aspects.”
Artificial turf for gardens
Ever since Royal Grass® started, innovations have been key. Before Royal Grass® came into play, artificial grass was primarily used for sports fields. It was difficult to find artificial grass suitable for gardens.
When Verhoeven was working for Royal Grass®’ mother company TenCate in the United States, he had the idea of developing Royal Grass®. “I was talking to some people from states with dry climates, such as Nevada and Arizona. They informed me they were looking for artificial grass for their gardens, because natural grass was hardly an option due to the dry climate. The only thing available to them was artificial turf for sports fields.” And so, the idea of Royal Grass® came about. Its main goal: to create natural looking artificial grass for gardens. So where to start?
“The artificial turf manufactured in those days consisted primarily of fibrillated fibers which, unfortunately, would flatten quickly,” according to Verhoeven. “That is why, we came up with mono-filament artificial grass fibers. These fibers are able to maintain their upright position much better.” “We have also added color tones, so the turf has a more natural look.” But that still wasn’t all. “To further improve the look of our artificial grass products, we started using dark brown sand to spread between the blades of grass. So right from the start, we were different from other companies.”
It came as no surprise Royal Grass® got off to a flying start. In 2004, after a careful development process and the persuasion of a select group of gardening companies, the very first garden with Royal Grass® artificial turf was installed. The original plan was to have an introductory period of a year in the Netherlands, but the demand of customers in Spain and Portugal speeded things up and Royal Grass® was quickly introduced in these dry countries as well. Nowadays, Royal Grass® is operating all over the world, from Scandinavia to Southeast Asia.
For the past fifteen years, the brand has never stopped developing new methods to improve its artificial grass products. One of the most important innovations from Royal Grass® was its patented V shape. “We have thoroughly examined the characteristics of natural grass and have found that blades of natural grass have a certain V shape. We have copied that shape for our artificial grass products.” This patented V shape ensures the grass is more resilient and in addition makes it look very natural.
Apart from this V shape, Royal Grass® came with numerous other innovations: for instance, MiNT Technology that gives the fibers a more natural glow. And 2016 saw another great development: the introduction of the ReaDY Technology. With this technology the blades of grass are no longer all standing in the same direction. Instead each has its own growth direction, just like natural grass.
We aren’t only focusing on our own thoughts and ideas. We are also open to suggestions from our dealers for further improvements. “After all, they are the people working with our products on a daily basis, so they are most likely to see new possibilities.” It often concerns the simple things, such as the packaging of artificial grass.
Verhoeven likes to point out that Royal Grass®’ success is not just because of the product itself. “Right from the start, it was clear to us that delivering a product is one thing, but there are other important factors as well. We also care about offering great service and a neat installation of the artificial turf. This means that our partners are vital to our mission.”
Royal Grass® is partnering with carefully selected dealers. These dealers are selling the Royal Grass® products to the end users and often also deal with the installation. “This is very important to us. After all, the final result is what will satisfy our customers and our partners are the people making sure it will be perfect.
From day one, the safety of our products has been one of our focal points. Verhoeven claims that “kids should be able to play safely on the grass and even put it in their mouths.” Before our artificial grass was launched, it has been thoroughly tested by TNO, a renowned research organization in the Netherlands. A couple of years back, a discussion about the safety of rubber granules in artificial grass for sports field arose. This was reason to have the entire portfolio tested again. Every research proves that Royal Grass® artificial grass products comply with the highest European safety demands.