Our story
What started as a small idea, has now grown into a #1 best selling product with over 100 000 customers in over 30 countries!
Here's our story (so far)!
Auk started as a seedling in inventor Marius Aabel's head
As an inventor and entrepreneur, he had for several years wanted to grow our own herbs and salads indoors.
After trying every product on the market (including IKEA's), he realised none of them worked. They were either too simple and wouldn't take care of the plants, or far too complicated and difficult to use.
He wanted a product that was fully automatic, easy to use, beautiful – and that would give a year-round harvest.
Challenge accepted!
Norwegian startup magazine Shifter writing about our launch
Getting the team together and starting to prototype
In the beginning, the product took many different directions, from wall-mounted systems to in-drawer variants and various technical solutions.
After months of testing, we landed on something that resembles the final design.
Giving plants the 21 essential nutrients they need
Plants have different nutritional needs, depending on type of plant and growth stage. In addition, edible plants (such as herbs and lettuce) are extra sensitive to malnutrition.
To combat this, our first version of the nutrient mixer was born – feeding the plants all the essential 21 nutrients they need to flourish.
Final version of Auk 1s nutrient mixer
Plant lights that replicates nature
Different plants also need different light for optimal growth In nature, plants follow the season and use both the length of the day and the color of the light to know when to flower.
Knowing this, we made our own full-spectrum plant light that change color, brightness and time cycle to match the plants need.
Auk's custom LED with the Aluminum extrusion
For example, Auk will give a warmer light when you grow tomatoes and chilies, as this promotes flowering – so you in turn get large and tasty fruits.
When you grow herbs and salads, the light will be whiter, to prevent bloom and keep the plants growing for a long time.
Finalizing of Auk 1
After countless hours, days and years of constant improvements, we finally landed on Auk – the new, revolutionary indoor garden!
Setting up production
Mass producing is notoriously hard. Luckily, this was not our first rodeo. Right from the start, we designed Auk to mass production friendly. A key step to achieve that was manufacturing in Europe, close to home!
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Pre-order sales exceeded all expectations
What started as a small pre-order, quickly exploded into a nation wide sensation! Not only did we get a lot of customers, but we received interest from the largest retailers and national press.
Article from Finansavisen, Norway's largest financial paper
Raising $3M in capital to support further growth
After our pre-order success, we raised capital from well-known Norwegian investors to support further growth.
These funds were used to strengthen the team and product development.
Going international, growing the team and improving the product
Following our successful launch in Norway, we spent the next year expanding to EU, UK and USA – which are now over 80% of our sales.
Auk is now present with next-day shipping in over 32 countries
Launching Auk Mini
3 years since the original Auk was born, we finally launched our 2nd generation Auk.
With Auk Mini, we improved the product across the board. We kept the open system, the continous growth – but we made it smaller, same great yield, easier to use, more sustainable materials, available in more colors and a lot more.
All made possible by our 2nd generation hydroponic design.
Check out this video to learn more.
Reaching 100,000 customers
4 year after we shipped the first unit, we shipped the 100 000th unit! We can't thank our customers, friend, investors and support enough.
Here's a video marking our 100K celebration.
On a mission to create the world's best indoor smart gardens
We're a small and growing team – and we have just one mission; create the world's best indoor smart gardens.
...and we're just getting started!
Thank you for stopping by our website (and reading all the way down here)!
- Warm regards from the Auk team in Oslo, Norway
