Bailey Nurseries

What Bailey Nurseries does

Bailey Nurseries is a fifth-generation, family-owned wholesale nursery founded in 1905 and headquartered in Saint Paul, Minnesota, with 501–1,000 employees and active production operations across Minnesota, Oregon, Washington, Illinois, and Georgia. The company breeds, trials, propagates, and distributes ornamental trees, shrubs, roses, fruits, small fruits, and—starting spring 2026—perennials to commercial growers, retail garden centers, and professional landscapers across North America, with additional international brand reach through licensee partners in Europe, Asia, and Australia. Its core asset is Bailey Innovations™, an in-house plant development and trialing program anchored by a state-of-the-art tissue culture lab in Oregon and an integrated trial network spanning four U.S. states, which together generate proprietary genetics that are licensed to grower partners and sold through three federally registered consumer brands: Endless Summer® Hydrangeas (introduced 2004 as the world's first reblooming hydrangea collection), First Editions® Shrubs & Trees, and Easy Elegance® Roses.

The business operates a platform-plus-programs model. Plant material is propagated and grown at seven production facilities, then routed to commercial customers through four fulfillment programs (Bareroot, JumpStarts® potted liners, Finished Plants, and Rootstocks) sold via a direct field sales team organized into Eastern, Western, and Central regional territories, an e-commerce storefront, and an extensive licensee partner network. Revenue is generated through wholesale plant sales and through royalty and licensing income on branded genetics. Pricing is not publicly disclosed and is quote-based, with consumers directed to the Find-a-Retailer locator on the company website.

The company is in an active transition: in August 2025 it named Jorge Becerra as its first non-family CEO, supplemented by a new Chief Sales Officer, new Product Development Manager, and new regional sales leadership. In March 2026, the company announced the sale of 184 acres of legacy land in Woodbury, Minnesota for mixed-use redevelopment. Concurrently, it is investing in new product introductions (DreamCloud® and Spring Sizzle® hydrangeas, January 2026; Eclipse® at IPM Essen 2024), a new perennial program at Yamhill, Oregon, and high-profile consumer brand activations (GRAMMYs®, Times Square, Flora House NYC, Minnesota United FC partnership).

Name

Bailey Nurseries

Legal name

Bailey Nurseries Inc.

Website

https://baileynurseries.com

Company type

Private

Founded year

1905

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bailey Nurseries is a fifth-generation, family-owned wholesale nursery founded in 1905 that breeds, grows, and distributes trees, shrubs, roses, and perennials to commercial growers, garden centers, and landscapers across North America through its Endless Summer®, First Editions®, and Easy Elegance® brands.

Ownership category

akta.pro rank

Product category

Wholesale Nursery Stock and Ornamental Plants

NAICS

Nursery and Floriculture Production (11142), Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Tree Production (111421)

akta.pro primary industry

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

akta.pro secondary industries

Seedling & Sapling Production (Bare-Root) (AFAMADAC), Seedling & Sapling Production (Containerized) (AFAMADAD), Vegetative Propagation (Cuttings, Clonal Forestry, Tissue Culture) (AFAMADAE)

Keywords

• Wholesale nursery stock
• Ornamental plant production
• Plant breeding and licensing
• Branded garden plants
• Perennials and shrubs

Headquarters

HQ city

Saint Paul

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Plant Sales: Wholesale and retail sales of nursery stock including trees, shrubs, roses, perennials, fruits, and small fruits through their e-commerce portal and sales team
2. Brand Licensing and Royalties: Licensing of proprietary brands including Endless Summer, First Editions, and Easy Elegance to grower partners across North America, generating royalty income for the company and breeding partners
3. Plant Introduction Services: Partnering with external plant breeders to introduce new varieties through branded programs or market channels, sharing financial success with breeders through fair royalty arrangements

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Bailey Nurseries is a wholesale grower and breeder of ornamental plants, producing and distributing nursery stock including trees, shrubs, roses, perennials, fruits, and small fruits to commercial growers, retail garden centers, and landscapers across North America. The company sells through Bareroot, JumpStarts (potted liners), Finished Plant, and Rootstock programs, while licensing branded genetics (Endless Summer Hydrangeas, First Editions Shrubs & Trees, Easy Elegance Roses) developed by its in-house Bailey Innovations breeding program.

Product overview

Bailey Nurseries is a fifth-generation, family-owned horticultural company founded in 1905, operating as a plant breeder, grower, and distributor. The company operates on a platform-plus-programs model centered around three consumer brands—Endless Summer® Hydrangeas, First Editions® Shrubs & Trees, and Easy Elegance® Roses—supported by production programs including Bareroot, JumpStarts® (potted liners), Finished Plants, and Rootstocks. Bailey Innovations™ serves as the in-house breeding and trialing division that develops and licenses new plant genetics in partnership with external breeders. Products span trees (maples, crabapples, magnolias, serviceberries), shrubs (hydrangeas, lilacs, azaleas, rhododendrons), roses, fruits (apple varieties including Honeycrisp), small fruits (blueberries, strawberries, honeyberries), and perennials (coneflowers, hostas, sedums, ornamental onions). The company distributes through an e-commerce portal (shop.baileynurseries.com) and a network of licensees and retailers across North America.

Differentiator

Problem solved

Functional benefit

Brands

• Endless Summer® Hydrangeas: World's best-selling collection of garden hydrangeas, including reblooming varieties introduced in 2004
• First Editions® Shrubs & Trees
• Easy Elegance® Roses
• Bailey Innovations™

Products and services

• Endless Summer Hydrangeas The world's best-selling collection of garden hydrangeas, introduced in 2004, featuring reblooming varieties such as Pop Star, Summer Crush, BloomStruck, and DreamCloud that bloom on both previous and current season's growth. Sold to garden centers, growers, and landscapers across North America.
• First Editions Shrubs & Trees Premium line of shrubs and trees featuring unique varieties such as Standing Ovation Serviceberry, Snowdance Japanese Tree Lilac, and Eclipse Bigleaf Hydrangea, designed for landscape resilience and retail appeal. Sold to garden centers, growers, and landscapers.
• Easy Elegance Roses Hardy, disease-resistant shrub rose collection including Sunrise Sunset, Snowdrift, and Screaming Neon Red varieties, bred for cold hardiness and continuous blooming on own-root plants. Sold to garden centers, growers, and landscapers.
• Bareroot Program Dormant-rooted trees and shrubs shipped without soil, offering cost-effective propagation materials for commercial growers. Varieties include maples, crabapples, serviceberries, and fruit trees.
• JumpStarts Potted Liners Potted liner program providing young plants in containers for growers to finish, bridging the gap between bareroot and finished plant production.
• Finished Plants Retail-ready plants that growers, landscapers, and garden centers can purchase and immediately sell or install, backed by Bailey quality standards.
• Rootstocks Proprietary and selected rootstock varieties for grafting and production, including apple, pear, and ornamental tree rootstocks sold to commercial growers.
• Bailey Innovations Plant Breeding & Licensing In-house plant development and trialing division that works with external breeders to develop and bring new plants to market through Bailey's branded programs, with facilities in Minnesota, Oregon, Illinois, and Georgia. Operates a tissue culture lab and trial network for evaluating new genetics.
• DreamCloud Reblooming Hydrangea New reblooming hydrangea variety from the Endless Summer collection, described as the world's best-selling garden hydrangea, featuring continuous reblooming capability with large colorful flower heads.
• Spring Sizzle Panicle Hydrangea One of the earliest blooming panicle hydrangeas on the market, featuring white blooms that quickly turn red even in warm regions.

Quantifiable outcome

• Endless Summer Collection introduced in 2004 revolutionized the hydrangea market with world's first reblooming variety

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Minnesota United FCcoreGTM or Marketing Partner · 1 June 2025Strategic partnership as an Official Partner of Minnesota United FC, launching a multi-layered campaign connecting plants with the team and local community. Includes stadium signage, media platform visibility, and development of Bailey Gardens. Collaboration started June 2025 and continues through 2025 season at all home games.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Monrovia Nursery: Historic wholesale nursery headquartered in Azusa, CA, offering branded container plants across trees, shrubs, and perennials through garden centers and landscapers nationwide. Direct competitor to Bailey in branded wholesale nursery stock for the U.S. market.
• Spring Meadow Nursery: Grand Haven, MI-based wholesale shrub and liner nursery supplying growers across North America. Comparable to Bailey's JumpStarts and Finished Plants programs; well-known for the Proven Winners ColorChoice flowering shrub brand.
• Proven Winners: Branded plant marketing cooperative producing annuals, perennials, and shrubs via licensed growers; direct competitor to Bailey's Endless Summer, First Editions, and Easy Elegance in the consumer-pull branded plant segment.
• Star Roses and Plants: Pennsylvania-based wholesale plant brand with shrub rose and woody ornamental programs licensed through growers across the U.S. Direct competitor to Bailey's First Editions and Easy Elegance branded plant positions.
• J. Frank Schmidt & Son Co. Boring, OR-based wholesale shade and flowering tree nursery shipping bareroot and container trees to growers nationwide. Comparable to Bailey's Bareroot and Finished Plants tree programs on a similar multi-generational, family-operated model.
• Greenleaf Nursery Company: Oklahoma-based wholesale nursery with multi-state production facilities supplying container shrubs, trees, and perennials to garden centers and landscapers. Direct competitor to Bailey's regional and multi-state wholesale grower footprint.
• Kurt Weiss Greenhouses: Large multi-site U.S. wholesale greenhouse and nursery operation supplying annuals, perennials, and finished plants to mass-market and independent retailers. Comparable to Bailey in finished plants distribution and multi-state growing operations.
• Jackson & Perkins: Long-standing U.S. rose brand and wholesale/retail plant program offering own-root and grafted roses via grower partners and direct-to-consumer channels. Direct competitor to Bailey's Easy Elegance rose brand in branded shrub rose distribution.

Broad incumbents

• Costa Farms: One of the largest ornamental and foliage plant growers in North America with diversified operations across houseplants, annuals, and perennials. Overlaps with Bailey in wholesale grower capacity and retailer-facing brands but operates across a much wider product portfolio.
• Dümmen Orange: Netherlands-based global breeder and producer of ornamental flowers and plants, including roses, hydrangeas, and perennials distributed through licensees worldwide. Comparable to Bailey in branded genetics and licensee-driven distribution but operates at much greater global scale and diversity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BaileyNurseries
• LinkedInlinkedin.com/company/bailey-nurseries
• Instagraminstagram.com/baileynurseries

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Bailey Nurseries