National Tree Company
National Tree Company is a U.S. manufacturer and wholesale supplier of artificial Christmas trees, wreaths, garlands, and seasonal holiday décor, selling through Walmart, Home Depot, Lowe's, and Amazon as well as a direct e-commerce site.
- Company typePrivate
- Founded1990
- HeadquartersCranford, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What National Tree Company does
National Tree Company, founded in 1990 and headquartered in Cranford, New Jersey, is a privately held U.S. manufacturer and wholesale supplier of artificial Christmas trees, wreaths, garlands, and seasonal holiday décor. The company operates a dual-channel model: a wholesale business distributing to the four largest U.S. retail channels — Walmart, Home Depot, Lowe's, and Amazon — and a direct-to-consumer e-commerce storefront at shop.nationaltree.com. Its product portfolio spans ten or more named tree collections (Acacia, Carolina Pine, Downswept Douglas Fir, Dunhill Fir, Frasier Grande, Jersey Fraser Fir, Kingswood Fir, Nordic Spruce, North Valley Spruce, Tinsel Collection), trees ranging from under 5 feet to 12+ feet, pre-lit and unlit configurations, and complementary lines in wreaths, garlands, ornaments, tree toppers, Scentsicles (scented accessories), and broader multi-season décor (Valentine's, Easter, Spring, Fall, Patriotic, Halloween). Proprietary technology is centered on the Feel Real® realism platform and the PowerConnect lighting feature; pricing tiers run from under $100 for entry-level trees to roughly $1,000 for premium models, with seasonal discounts reaching up to 70% off.
The company's go-to-market combines large-retailer wholesale with owned e-commerce supported by Instagram, email, and earned-media coverage (Good Housekeeping, New York Times, New York Magazine). Manufacturing is concentrated in China historically, but roughly 60% of production has been reallocated to Cambodia, Vietnam, and Thailand in response to 145% U.S. tariffs on Chinese goods in 2025, which the company's CEO Chris Butler described as "the most challenging year ever," noting a 30-day production halt and workforce reductions. Price increases of 10–15% have been implemented to pass through tariff-driven cost inflation.
Leadership is anchored by CEO Chris Butler (who also heads the Christmas Trade Group, an industry body representing over $1 billion in member-company annual revenue) and President & Founder Salvatore Puleo. Ownership is private with no disclosed parent, PE, or institutional investor in the available record beyond a 2019 funding event involving Digital Fuel Capital. Operating geography is concentrated in the United States; the company serves individual consumers (households decorating for the holidays) and wholesale/retail partners (mass-market and home-improvement retailers), making customer concentration across four enterprise accounts the principal commercial risk vector alongside supply-chain geography exposure.
National Tree Company firmographics
Firmographics- Name
- National Tree Company
- Legal name
- National Tree Company
- Website
- https://www.nationaltree.com/
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- National Tree Company is a U.S. manufacturer and wholesale supplier of artificial Christmas trees, wreaths, garlands, and seasonal holiday décor, selling through Walmart, Home Depot, Lowe's, and Amazon as well as a direct e-commerce site.
- Ownership category
- akta.pro rank
National Tree Company industry classification
Industry- Product category
- Artificial Christmas Trees & Holiday Decor
- NAICS
- Gift, Novelty, and Souvenir Retailers (459420)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)
- akta.pro secondary industries
- Gift, Seasonal & Occasion-Focused Catalog Department Store Retailers (CRAGAIAH), Seasonal, Holiday & Party Home Décor Retail (CRAIACAD)
Keywords
Where National Tree Company is headquartered
LocationHeadquarters
- HQ city
- Cranford
- HQ country
- United States
- HQ region
- North America
Markets served
National Tree Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Artificial Christmas Tree Sales: One-time purchase of artificial Christmas trees sold directly to consumers through e-commerce and through major retail partners. Products range from entry-level trees under $100 to premium models priced up to $999 and beyond. The company also sells complementary products including wreaths, garlands, decorations, and holiday décor.
- Wholesale Distribution: Supply of artificial Christmas trees and holiday décor to major U.S. retailers including Walmart, Home Depot, Lowe's, and Amazon. Chris Butler leads the Christmas Trade Group representing over $1 billion in annual revenue across member companies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget trees under $300 |
| Unit Pricing | Pay-as-you-go | Mid-range trees $300-$700 |
| Unit Pricing | Pay-as-you-go | Premium collection trees $500-$1000+ |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
National Tree Company product offering
Product offeringCore offering
National Tree Company manufactures and supplies artificial Christmas trees (in sizes from under 5 feet to 12+ feet, with pre-lit and unlit options across multiple named collections), plus complementary Christmas wreaths, garlands, greenery, ornaments, tree toppers, skirts, ribbons, Scentsicles scented décor, tree accessories, and broader seasonal holiday décor for Valentine's Day, Easter, Spring, Fall, Patriotic, St. Patrick's Day, and Halloween. Products are sold directly to consumers via the company's own Shopify e-commerce site and through wholesale relationships with Walmart, Home Depot, Lowe's, and Amazon.
Product overview
National Tree Company offers a comprehensive portfolio of artificial Christmas trees and seasonal holiday decorations. The core product line consists of artificial Christmas trees available in multiple sizes (under 5 feet to 12+ feet), lighting configurations (pre-lit with LED lights, unlit), and tree shapes (full, medium, slim, pencil slim, tabletop, entrance). These are complemented by Christmas wreaths and greenery products (wreaths, garlands, swags, centerpieces, topiaries), Christmas decorations (ornaments, tree toppers, skirts, ribbons, Scentsicles), and a broader holiday and seasonal decor collection covering Valentine's Day, Easter, Spring, Fall, Patriotic, Halloween, and other occasions. The company also offers proprietary technologies including Feel Real technology for realism and PowerConnect for light connectivity. The product architecture is organized as a unified e-commerce platform with multiple product categories sold directly to consumers.
Differentiator
Problem solved
Functional benefit
Products and services
- Artificial Christmas Trees The company's flagship product line of artificial Christmas trees, offered in multiple sizes (under 5 ft to 12+ ft), lighting options (pre-lit with LED, unlit), shapes (full, medium, slim, pencil slim, tabletop, entrance), and named collections, sold to U.S. consumers and through wholesale retail partners.
- Christmas Wreaths & Greenery Complementary artificial greenery line including Christmas wreaths in multiple sizes, Christmas garlands, hanging baskets, swags, teardrops, centerpieces, topiary arrangements, and assortment bundles for U.S. household holiday decorating.
- Christmas Decor Decorating accessories for the Christmas season, including tree toppers, ornaments, tree skirts and collars, tree ribbons, Scentsicles, indoor decorative accents, stockings, pillows and throws, outdoor inflatable decorations, and yard decorations.
- Holiday & Seasonal Decor Seasonal decoration collections for occasions beyond Christmas, including Valentine's Day, Easter, Spring, Fall, Patriotic, St. Patrick's Day, and Halloween, encompassing themed trees, wreaths, garlands, inflatables, and indoor and outdoor decorations.
- Scentsicles Scented decorative ornaments designed to add holiday fragrance to artificial Christmas trees and greenery, sold as a standalone branded line.
- Tree Accessories Accessories supporting artificial Christmas tree use, including tree storage accessories, replacement or extra lights, and other setup and maintenance accessories.
Quantifiable outcome
- Up to 70% off during sales events
- +1 more outcomes
Companies that use National Tree Company
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
National Tree Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature1 record
National Tree Company partnerships and signals
Strategic signalScale indicators8 records
Recent moves5 records
Expansion highlights5 records
National Tree Company competitors and assessment
Company assessmentEmerging players
- At Home: Specialty home décor big-box retailer that sells seasonal and holiday decorations including artificial trees and wreaths. Comparable on product categories but with a broader, year-round home décor focus.
- Hobby Lobby: Crafts and home décor retailer with deep seasonal/holiday assortments including artificial trees, wreaths, and decorations. Comparable category focus but with a stronger in-store, crafts-oriented merchandising model.
Direct peers
- Treetopia: Online artificial Christmas tree specialist with a comparable assortment of pre-lit trees, wreaths, and garlands. Competes for the same holiday-season DTC shopper as National Tree Company.
- King of Christmas: Specialist online retailer of artificial Christmas trees and holiday décor offering premium and mid-range trees. Directly comparable on product mix, target customer, and DTC-led go-to-market.
- Grandin Road: Direct-to-consumer home and seasonal décor retailer offering Christmas trees, wreaths, and outdoor holiday decorations. Closely comparable assortment and customer base to NTC's DTC business.
- Balsam Hill: Premium direct-to-consumer artificial Christmas tree brand competing head-to-head with National Tree Company in realistic, higher-priced trees and holiday greenery. Comparable product line, similar proprietary realism branding, and overlapping retail and DTC channels.
- Frontgate: Premium direct-to-consumer home and outdoor décor retailer with a robust holiday/Christmas assortment including trees, wreaths, and garlands. Targets a similar premium consumer with realistic, design-forward seasonal products.
- Hayneedle (Wayfair): Online specialty retailer (now part of Wayfair) focused on home, outdoor, and seasonal furnishings including artificial Christmas trees and holiday décor. Directly comparable product mix and DTC-only distribution.
Broad incumbents
- Wayfair: Large online home furnishings retailer that sells a wide assortment of artificial Christmas trees, wreaths, and seasonal décor from multiple brands. Overlaps with NTC's product categories and DTC distribution model at greater scale.
- Target: Mass-market retailer carrying artificial Christmas trees and seasonal décor, including private-label and third-party brands. Overlaps with NTC's wholesale customers and competes for the same value-oriented consumer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
National Tree Company social profiles
Digital presenceNational Tree Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
National Tree Company leadership team
Management profileNumber of profiles
Profiles2 records
National Tree Company funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
National Tree Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about National Tree Company
What does National Tree Company do?
National Tree Company manufactures and supplies artificial Christmas trees (in sizes from under 5 feet to 12+ feet, with pre-lit and unlit options across multiple named collections), plus complementary Christmas wreaths, garlands, greenery, ornaments, tree toppers, skirts, ribbons, Scentsicles scented décor, tree accessories, and broader seasonal holiday décor for Valentine's Day, Easter, Spring, Fall, Patriotic, St. Patrick's Day, and Halloween. Products are sold directly to consumers via the company's own Shopify e-commerce site and through wholesale relationships with Walmart, Home Depot, Lowe's, and Amazon.
Is National Tree Company a public or private company?
National Tree Company is a private company. It is classified as venture growth investor backed and is currently operating.
When was National Tree Company founded?
National Tree Company was founded in 1990. It employs 101 to 250 people.
Where is National Tree Company based?
National Tree Company is headquartered in Cranford, United States, in the North America region.
How does National Tree Company make money?
Two revenue lines are on record. Artificial Christmas Tree Sales are the primary driver. The others are wholesale Distribution.
Who are National Tree Company's main competitors?
Emerging players on record are At Home and Hobby Lobby. Direct peers are Treetopia, King of Christmas, Grandin Road, Balsam Hill, Frontgate and Hayneedle (Wayfair). Broad incumbents are Wayfair and Target.
Does National Tree Company have an API?
No public API is recorded for National Tree Company.
What industry is National Tree Company in?
National Tree Company's product category is Artificial Christmas Trees & Holiday Decor. Its primary akta.pro industry code is CRALAJAD, Seasonal & Holiday Gifts & Decor Retail, with a secondary code of CRAGAIAH, Gift, Seasonal & Occasion-Focused Catalog Department Store Retailers. Its NAICS code is 459420 and its SIC code is 5940.