Rooted
Rooted (DBA: Hey Rooted; Lively Root Technologies, Inc.) is a US direct-to-consumer online plant retailer that ships 300+ live houseplants, subscriptions, bundles, and corporate gifts from its own coastal greenhouses to the 48 contiguous US states.
- Company typePrivate
- Founded2018
- HeadquartersBrooklyn, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rooted does
Rooted, operating under the DBA "Hey Rooted" and legally Lively Root Technologies, Inc., is a US-based direct-to-consumer online plant retailer that sells live houseplants, subscription mystery boxes, plant bundles, gift cards, and corporate gifting programs. The company operates its own greenhouses on both the East and West coasts of the United States and ships from the coast nearest the customer to reduce transit time and plant stress, claiming a 97% successful delivery rate. Its catalog spans 300+ plant varieties at price points from roughly $20 to $234, supplemented by planters, accessories, and branded plant-care products (including third-party Arber organic care items). The 30-Day Happiness Guarantee and educational care content are positioned as primary differentiators against dropshipping competitors.
The business model is a hybrid of one-time e-commerce transactions and recurring subscriptions. The website runs on Shopify with commodity integrations for payments (Shop Pay), identity (Google Sign-In), loyalty (Rivo), and gift messaging (GiftNote). Marketing is entirely organic and inbound: a plant-care blog, multi-platform social media (TikTok, Instagram, YouTube, Facebook), email/SMS newsletters, and a VIP loyalty and referral program. The customer base is fragmented across individual consumers, gift buyers, pet owners, beginner plant parents, and a smaller corporate gifting segment that supports bulk orders to 15+ locations. Distribution is restricted to the 48 contiguous US states. The company is privately held with no disclosed funding, headcount, or revenue, and the only named operational leaders are Henry Marzo (Sourcing) and Matt Slaymaker (Merchandising), both with horticulture backgrounds.
Rooted firmographics
Firmographics- Name
- Rooted
- Legal name
- Lively Root Technologies, Inc.
- Website
- https://heyrooted.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rooted (DBA: Hey Rooted; Lively Root Technologies, Inc.) is a US direct-to-consumer online plant retailer that ships 300+ live houseplants, subscriptions, bundles, and corporate gifts from its own coastal greenhouses to the 48 contiguous US states.
- Ownership category
- akta.pro rank
Where Rooted is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Rooted business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct Plant Sales: One-time purchases of individual plants ranging from $20 to $234+ per item. Products sold with optional decorative planters.
- Plant Subscriptions: Monthly recurring plant mystery boxes delivered to subscribers. All subscriptions ship free.
- Gift Cards: Digital gift cards allowing recipients to choose their own plants. Sent via email.
- Corporate Gifting: Bulk orders for corporate gifting programs to multiple addresses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual plants from $20 to $234 |
| Transaction based/ take rate | Pay-as-you-go | Free shipping on orders $95+ |
| Subscription | Monthly | Monthly plant subscription boxes |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels4 records
Rooted product offering
Product offeringCore offering
Rooted (operating as Hey Rooted) sells live houseplants directly to consumers through an online e-commerce storefront, shipping from company-owned greenhouses on both U.S. coasts. The company offers individual plants ranging from $20 to $234, curated plant bundles, monthly subscription mystery boxes with free shipping, digital gift cards, and a corporate gifting program for bulk multi-location deliveries.
Product overview
Hey Rooted operates as a nursery-direct online plant retailer and subscription service. The core offering is live houseplants (300+ varieties) shipped from company greenhouses on both coasts. Plant Subscriptions enable monthly mystery plant deliveries with free shipping. Bundles & Combos offer curated multi-plant packages including mystery boxes and assorted variety sets. Gift Cards and Corporate Gifting serve the gifting market, while Planters & Accessories and Arber Organic Plant Care Products are add-on offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Live Houseplants
Companies that use Rooted
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles2 records
Rooted technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Rooted partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Rooted competitors and assessment
Company assessmentDirect peers
- Bloomscape: Bloomscape is a venture-backed direct-to-consumer indoor plant retailer that ships live plants from its own greenhouse directly to consumers, mirroring Hey Rooted's core nursery-to-door model and target customer.
- The Sill: The Sill is a direct-to-consumer houseplant brand selling potted plants and subscriptions online with strong brand positioning, directly competing for the same millennial/pet-owner plant parent customer as Hey Rooted.
- Lively Root: Lively Root operates the same corporate-gifting URL referenced from Hey Rooted's own website and shares the Lively Root Technologies, Inc. legal entity, indicating it is a sister brand or legacy storefront in the same live plant DTC category.
- The ZEN Succulent: The ZEN Succulent is an online retailer of succulents, cacti, and houseplants with a subscription offering, competing directly with Hey Rooted in the curated plant and mystery box subscription segment.
- Léon & George: Léon & George is a premium online indoor plant retailer shipping large, high-end plants from its own inventory, overlapping Hey Rooted on large/extra-large SKU assortment and direct-to-door delivery.
Broad incumbents
- Costa Farms: Costa Farms is one of the largest US ornamental plant growers, supplying major retailers like Home Depot and Lowe's. It is comparable as an upstream nursery operator with direct-to-consumer ambitions competing in the same live-plant category.
- 1-800-Flowers.com: 1-800-Flowers.com is a publicly traded broad gift retailer with a plant and gift delivery category, including live plants and corporate gifting, overlapping Hey Rooted's gift and corporate channels at much larger scale.
- Home Depot Garden Center: Home Depot operates the largest US garden center retail footprint, selling live plants alongside garden supplies, and represents the dominant offline competitor for plant purchases that Hey Rooted addresses online.
Emerging players
- Arber: Arber is a plant wellness brand selling organic plant care products (fungicide, insecticide, plant food) that is already carried as an accessory on Hey Rooted's site, making it an adjacent emerging player in the same plant-owner ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Customer concentration
Rooted social profiles
Digital presenceRooted financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rooted leadership team
Management profileNumber of profiles
Profiles2 records
Rooted funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rooted 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 Rooted
What does Rooted do?
Rooted (operating as Hey Rooted) sells live houseplants directly to consumers through an online e-commerce storefront, shipping from company-owned greenhouses on both U.S. coasts. The company offers individual plants ranging from $20 to $234, curated plant bundles, monthly subscription mystery boxes with free shipping, digital gift cards, and a corporate gifting program for bulk multi-location deliveries.
Is Rooted a public or private company?
Rooted is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rooted founded?
Rooted was founded in 2018. It employs 11 to 50 people.
Where is Rooted based?
Rooted is headquartered in Brooklyn, United States, in the North America region.
How does Rooted make money?
Four revenue lines are on record. Direct Plant Sales are the primary driver. The others are plant Subscriptions, gift Cards and corporate Gifting.
Who are Rooted's main competitors?
Direct peers on record are Bloomscape, The Sill, Lively Root, The ZEN Succulent and Léon & George. Broad incumbents are Costa Farms, 1-800-Flowers.com and Home Depot Garden Center. Arber is listed as an emerging player.
Does Rooted have an API?
No public API is recorded for Rooted.