What Devil Mountain Wholesale Nursery does

Devil Mountain Wholesale Nursery is a privately held California limited liability company founded in 1995 in San Ramon as a wholesale plant broker, now operating as both a broker sourcing from an extensive grower network and an integrated grower on owned production grounds. The company serves licensed landscape professionals - architects, landscape designers, and landscape contractors - through a wholesale-only, account-gated model that requires trade verification before purchase. It operates 15 nursery locations spanning Northern and Southern California, including four owned growing grounds (Clements, Farmington, La Selva Beach, and Fallbrook), and supports customers via an account-based online ordering portal, weekly availability emails, delivery services, and crane-truck delivery for specimen trees. The company claims the widest plant variety of any wholesale nursery in California and offers specialized collections (Drought Devils, California Natives, New Trees for Changing Climates, Planting Under Redwoods/Oaks, erosion control, groundcovers, hedges, Encore Azaleas, Drift Roses, Sunset Western Garden Collection) plus custom grow services and online calculator tools. Pricing is not publicly disclosed.

Revenue is generated almost entirely through one-time wholesale plant and tree sales to verified trade accounts, with no direct-to-consumer channel. The company's go-to-market combines account-based field sales through physical nursery locations, online ordering, and trade-organization partnerships (APLD, CLCA, Plant California Alliance, ASLA, ReScape California). Devil Mountain has expanded through a series of acquisitions: BrightView Tree Company (2020, alongside the Redondo Beach launch as the entry point into Southern California), DM Color Express (2022, extending the footprint into Orange and San Diego Counties), and Pacific Nurseries (2025). The company has raised approximately $103M in cumulative external capital across four rounds (2021-2024), including a $5M SEC Form D exempt offering in 2022 and a step-change $81.4M financing in April 2024. Leadership is led by CEO Drew McMillan, with Brad Carson and Jason Matsuura both designated as chief financial officer.

Name

Devil Mountain Wholesale Nursery

Legal name

Devil Mountain Wholesale Nursery, LLC

Website

https://devilmountainnursery.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Devil Mountain Wholesale Nursery, founded in 1995, is a California wholesale plant broker and grower serving licensed landscape professionals through 15 nursery locations statewide. It claims the broadest plant variety in California, including specimen trees and climate-specific collections, distributed exclusively to verified trade accounts.

Ownership category

akta.pro rank

Product category

Wholesale Plant Nursery

NAICS

Farm Product Raw Material Merchant Wholesalers (4245)

SIC

Wholesale-Farm Product Raw Materials (5150)

akta.pro primary industry

Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

Keywords

• Wholesale plant nursery
• Landscape plant supply
• Specimen tree sales
• California native plants
• Drought-tolerant plants

Headquarters

HQ city

San Ramon

HQ country

United States

HQ region

North America

Offices15 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Plant Sales: Revenue generated through wholesale sale of plants, trees, and nursery stock to licensed landscape professionals. The company operates as both a wholesale broker (sourcing from extensive network of growers) and a grower (operating their own growing grounds). Sales are conducted through nursery locations, online ordering portal, and delivery services.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Devil Mountain Wholesale Nursery is a wholesale-only plant nursery that supplies landscape professionals (architects, designers, and contractors) with a full range of plant materials, specimen trees, and curated specialty plant collections. The company operates simultaneously as a wholesale broker — sourcing plants from an extensive network of growers — and as a grower operating its own production grounds. It sells exclusively to registered, verified landscape trade accounts, with no direct-to-consumer retail.

Product overview

Devil Mountain Wholesale Nursery operates as both a wholesale plant broker and grower, offering the widest variety of plants to landscape professionals across California. The company operates 15 nursery locations throughout Northern and Southern California, providing specimen trees, wholesale plants, and curated plant collections including specialty collections like the Sunset Western Garden Collection, Drought Devils, California Natives, and specialty rose collections. Services include custom grows, crane truck delivery, and online calculator tools for landscape professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• Wholesale Plant Brokerage

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• DM Color ExpresscoreStrategic or Co-development Partner · 3 January 2022Acquired in January 2022. DM Color Express acquisition expanded Devil Mountain's service area and product offerings in California, specifically supporting market entry in Orange and San Diego Counties. This acquisition continued the company's history of quality plants and service for landscape professionals.
• BrightView Tree CompanycoreStrategic or Co-development Partner · 1 January 2020Acquired in 2020 along with launch of Redondo Beach nursery location, marking Devil Mountain's expansion into Southern California. This acquisition brought specimen tree expertise and inventory.
• APLD (Association of Professional Landscape Designers)minorGTM or Marketing PartnerTrade organization membership supporting landscape design professionals.
• CLCA (California Landscape Contractors Association)minorGTM or Marketing PartnerTrade organization membership for landscape contractors.
• Plant California AllianceminorGTM or Marketing PartnerIndustry alliance supporting California plant growers and nurseries.
• ASLA (American Society of Landscape Architects)minorGTM or Marketing PartnerTrade organization membership for landscape architects.
• ReScape CaliforniaminorGTM or Marketing PartnerOrganization promoting sustainable landscaping practices in California.
• SEC (Securities and Exchange Commission)minorOthersRegulatory relationship - SEC Form D filing for $5 million exempt offering of securities in January 2022.

Scale indicators4 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Monrovia Nursery Company: One of the largest wholesale growers in the U.S., headquartered in Azusa, California. Directly comparable to Devil Mountain as a wholesale nursery serving landscape professionals with branded plant varieties across the West Coast.
• Armstrong Growers: California-based wholesale nursery serving landscape professionals with a broad plant assortment. Operates grower operations and wholesale yards in the same geography as Devil Mountain, making it a direct competitor for landscape trade customers.
• Bailey Nurseries: Large national wholesale grower serving independent garden centers, landscapers, and re-wholesalers across North America. Comparable grower-plus-distributor model with branded plant lines (Endless Summer hydrangeas, Easy Elegance roses).
• Star Roses and Plants: Wholesale plant brand and grower selling branded roses, woody ornamentals, and perennials to landscape professionals and retailers. Comparable in serving the landscape trade with specialty plant collections and grower relationships.
• Color Spot Nurseries: Large wholesale nursery grower serving big-box retailers and landscape trade with a wide assortment of annuals, perennials, and shrubs. Comparable wholesale-grower model supplying plants through physical distribution yards.
• Greenleaf Nursery Company: Wholesale nursery grower producing a broad range of woody ornamentals and container plants for landscape professionals and re-wholesalers across the western U.S. Directly comparable grower-distributor with similar product mix.

Broad incumbents

• Hines Horticulture (now Fall Creek Farm & Nursery related): Historical major wholesale nursery grower with broad national distribution. Comparable as a large-scale wholesale nursery serving the landscape trade, though operations have changed hands and now focus on different segments.
• SiteOne Landscape Supply: Public wholesale distributor of landscape supplies (irrigation, hardscape, nursery stock) serving landscape professionals nationally. Comparable B2B distribution model targeting the same landscape professional customer base, with broader product breadth.
• Ewing Outdoor Supply: Wholesale distributor of landscape and irrigation supplies serving contractors and landscape professionals across the western U.S. Comparable B2B distribution focus on landscape trade customers, though with different product mix.

Emerging players

• Proven Winners: Plant marketing cooperative that brands and licenses varieties grown by partner propagators and sold through garden centers and landscape channels. Comparable in serving landscape professionals with branded specialty plant collections.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

Funding overview

Funding rounds4 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Devil Mountain Wholesale Nursery