Liebe Deinen Garten
Substral (celaflor.de) scores 68 out of 100 on Brand Analyzer, placing it in the Developing tier among E-commerce brands, Other brands, in the 18th percentile of 19503 E-commerce brands.
Substral is a German gardening brand (celaflor.de) offering soils, substrates, fertilizers, and lawn care products for hobby gardeners. It is part of an American multinational corporation founded in 1868 and headquartered in Marysville. Substral emphasizes expert guidance and a broad, needs-based product range to support the year-round care of lawns, plants, and soil, positioning itself as a reliable partner for home gardeners seeking healthy plant growth.
| Brand Name | Substral |
|---|---|
| Domain | celaflor.de |
| Industry | E-commerce, Other |
| Founded | 1868 |
| Headquarters | Marysville |
| Parent Company / Owner | The Scotts Miracle-Gro Company |
| Main Competitors | COMPO (74/100), Neudorff (76/100), Wolf-Garten (83/100), Cuxin DCM (40/100), Floragard (71/100) |
Moz Domain Authority 24/100 vs category average 42 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads " Pflanzen brauchen Liebe. Und Substral®." (Meta description: 6 words. OG description present but brief) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 4 JSON-LD block(s), Organization schema, FAQ schema, Breadcrumb/Website schema, Product/Article schema, og:title, og:description, og:image, og:type, Twitter cards, canonical.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is DE-only, limiting citation in English-language AI answers.
Detected tech stack: Cloudflare, Drupal.
Social footprint: verified profiles on Facebook, Instagram, X (Twitter); no detected presence on LinkedIn, YouTube, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Substral?", Claude could identify the brand as of October 2026. Substral is a well-established brand of plant care products, including fertilizers, pesticides, and pest control solutions for gardens and houseplants, sold widely in Europe. Celaflor is the German subsidiary/brand name under which Substral products are marketed, now part of the Best known for Plant fertilizers and garden pest control products.
When asked "Best brands similar to Substral?", Claude would recommend Substral as of October 2026. Substral is a recognizable and trusted name in the gardening and plant care market, especially in Germany and other European countries, making it relevant for anyone asking about gardening or plant care brands.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Substral's main competitors in E-commerce: COMPO (74/100), Neudorff (76/100), Wolf-Garten (83/100), Cuxin DCM (40/100), Floragard (71/100).
Sources: Brand Analyzer scan
Substral has limited AI-search visibility, scoring 34/100 on Brand Analyzer's AI visibility composite (visibility 25, trust 35, recommendation 49). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Substral official site
Substral was founded in 1868. Substral operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Substral is headquartered in Marysville. Substral operates in the E-commerce category.
Sources: Wikidata
Substral scores 49/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority.
Sources: Substral official site
Substral can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Substral official site
Substral offers a range of gardening products including soils, substrates, fertilizers, and lawn care products. These are designed to meet the specific needs of different gardens and support the health of plants, lawns, and soil throughout the year.
Sources: Substral official site
Substral scores 34/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Substral has a weak AI-visibility profile at 34/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (49/100) and its weakest is visibility (25/100). It benefits from a Wikidata knowledge-graph entry, open access for AI crawlers (GPTBot, ClaudeBot, etc.) and machine-readable schema.org markup. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, a low Moz Domain Authority of 24/100 and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Substral from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Substral: CAWÖ (68/100), Catholic Supply (68/100), Cheaper Than Dirt (68/100), Checkers Sixty60 (68/100).
A step up - brands to learn from: Zoologist Perfumes (71/100), Zeex (71/100).
Category leader: DHL (97/100).
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