What Natural Beauty Growers does

Natural Beauty Growers, LLC is a privately held, employee-owned greenhouse operator headquartered in Denmark, Wisconsin, founded in 1985. The company runs approximately 60 acres of controlled-environment production across three facilities located in Denmark, WI (25 acres), Boyden, IA (12 acres), and Sioux Falls, SD (20 acres), and reports annual output exceeding 100 million finished plants and young plants. Its product portfolio splits into two B2B channels: Young Plants (plugs and liners supplied to other greenhouses for finishing) and Finished Plants (retail-ready annuals, premium annuals, perennials, containers, vegetables and herbs, fall color, and poinsettias distributed to home improvement garden centers). A third leg of the offering is integrated retail merchandising services, in which Natural Beauty staff work inside customer stores to stock, display, and maintain live goods.

The company's core technology is physical-agronomic rather than digital: certified sustainable growing practices, biological pest control using beneficial insects, large-scale greenhouse infrastructure, and a plastic-recycling program that diverts over 200,000 pounds of material per year from landfills. The Certified Sustainable Grower designation and employee-ownership model form the primary reputational and cultural assets. There is no disclosed proprietary software platform, mobile application, API, or AI/ML capability in the input data.

Commercially, Natural Beauty operates as a B2B wholesaler with quote-based pricing, no published price lists, and standard invoice terms of 30 days carrying a 1.5% monthly (18% APR) late charge. Distribution is regional, concentrated in the upper Midwest across Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota, and Wisconsin. Sales are driven by direct customer-service and field-sales teams supported by Spring and Fall Young Plant catalogs and a presence on Facebook, Pinterest, and Twitter. The legal entity is organized as a Wisconsin LLC with no disclosed parent company, no outside institutional investment, no funding history, and no M&A activity in the available record.

Name

Natural Beauty Growers

Legal name

Natural Beauty Growers, LLC

Website

https://natbeauty.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

251–500 employees

Short description

Natural Beauty Growers is an employee-owned greenhouse operator producing over 100 million young and finished plants annually across roughly 60 acres of controlled-environment facilities in Wisconsin, Iowa, and South Dakota, supplying wholesale growers and home improvement garden centers across the upper Midwest.

Ownership category

akta.pro rank

Product category

Ornamental Greenhouse Plants

NAICS

Greenhouse, Nursery, and Floriculture Production (1114)

akta.pro primary industry

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

Keywords

• Ornamental plant production
• Greenhouse nursery operations
• Young plant propagation
• Finished bedding plants
• Seasonal holiday crops

Headquarters

HQ city

Denmark

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Young Plants Sales: Natural Beauty grows and sells young plants (plugs and liners) to other greenhouses and growers throughout the United States. These are immature plants that other growers purchase to finish growing themselves.
2. Finished Plants Sales: The company grows finished plants ready for consumer purchase and sells them to retailers including home improvement garden centers. Products include annuals, premium annuals, perennials, vegetables, herbs, fall color plants, and poinsettias.
3. Merchandising Services: The company provides merchandising teams that work at retail locations to stock, display, and merchandise live goods, ensuring products are organized and presented well for consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Natural Beauty Growers is a wholesale greenhouse producer that grows and sells young plants (plugs and liners) to other greenhouses for finishing, and finished retail-ready plants (annuals, premium annuals, perennials, vegetables and herbs, fall color, containers, and poinsettias) to home improvement garden centers and retailers. The company also provides in-store merchandising teams that stock, display, and maintain live goods at retail customer locations across the upper Midwest.

Product overview

Natural Beauty Growers operates as a greenhouse grower producing over 100 million finished and young plants annually. The company offers two core product lines: Young Plants (plugs and seedlings supplied to other greenhouses) and Finished Plants (retail-ready plants). The Young Plants portfolio includes plug varieties available via catalogs and broker network. The Finished Plants division encompasses multiple sub-categories: Annuals (Petunia, Marigold, Pansy, Angelonia, Impatiens, Dianthus, Dusty Miller), Premium Annuals (Wave Petunias, Proven Winners, Gerbera Daisies, Dahlias, Osteospermum, Calla Lily, Canna Lily), Containers (pre-planted planters and hanging baskets), Vegetables and Herbs (Everbearing Strawberry), Perennials (Oriental Lily, Digitalis, Heuchera, Monarda, Coreopsis, Veronica, Daylily), Fall Color (Chrysanthemums, Violas, Ornamental Cabbage), and Poinsettias (multiple varieties). The company also publishes seasonal catalogs for both Spring and Fall young plant offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Young Plants Plugs and liners (immature plants) grown and sold wholesale to other greenhouses and growers throughout the United States for them to finish growing before retail sale. Distributed via company catalogs and broker network, and includes varieties such as Begonia plugs.
• Finished Plants Retail-ready plants grown to finished stage and sold wholesale to home improvement retailers and garden centers. The portfolio includes annuals (Petunia, Marigold, Pansy, Angelonia, Impatiens, Dianthus, Dusty Miller), premium annuals (Wave Petunias, Proven Winners, Gerbera Daisies, Dahlias, Osteospermum, Calla Lily, New Guinea Impatiens, Tuberous Begonia, Canna Lily), pre-planted containers and hanging baskets, vegetables and herbs (including Everbearing Strawberry), perennials (Oriental Lily, Digitalis, Scabiosa, Heuchera, Monarda, Coreopsis, Veronica, Daylily, Gaillardia), fall color plants (Chrysanthemums, Violas, Ornamental Cabbage and Kale, Sunflowers, Coleus), and seasonal poinsettias in multiple varieties.
• Spring and Fall Young Plant Catalogs Seasonal catalog publications (full PDF, photo library, and product list) documenting spring and fall young plant availability, distributed to greenhouse customers and prospects for ordering.
• Retail Merchandising Services Dedicated merchandising teams deployed to retail garden center locations to stock, display, and maintain live goods, ensuring plant quality and presentation during peak spring, summer, and holiday seasons.

Quantifiable outcome

• Prevents over 200,000 pounds of plastic from entering landfills annually

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• GreenCircle Growers: Ohio-based large-scale greenhouse grower producing annuals, perennials, and seasonal crops for national retailers. Directly comparable because of overlapping product mix (annuals, mums, poinsettias), shared retail customer base, and similar Midwest-scale greenhouse production model.
• Costa Farms: Largest ornamental plant grower in North America, producing indoor and outdoor plants across millions of square feet of greenhouse space. Directly comparable because both are greenhouse growers supplying finished plants and young plants to U.S. retailers at similar scale and through similar B2B/wholesale channels.
• Walters Gardens: Large U.S. perennial plant producer supplying finished perennials to garden centers and landscapers. Comparable because Walters Gardens competes directly in the perennial product category and operates a similar young-plant/finished-plant B2B model to retailers and growers.
• Ball Horticultural Company: Major horticultural input company supplying seeds, plugs, and young plants to growers across North America. Comparable because Ball Horticultural operates in the same young-plant distribution channel that anchors Natural Beauty's wholesale revenue stream.
• Proven Winners (Spring Meadow Nursery): Leading branded plant marketing cooperative with significant greenhouse production through Spring Meadow Nursery. Comparable because both produce and distribute branded flowering and foliage plants to retailer partners across the U.S., targeting similar consumer gardening demand.

Emerging players

• Danziger: International flower breeder and propagator supplying cuttings and young plants to growers in over 60 countries. Comparable as an upstream breeder-producer in the same floriculture supply chain, with overlapping annuals and perennials offerings.
• Star Roses and Plants: U.S. producer of branded roses, woody ornamentals, and perennials sold through garden centers. Comparable because of the shared finished-plant B2B distribution model to garden centers, with overlapping perennial and seasonal product categories.
• Suntory Flowers: Breeding and propagation company developing branded annual and perennial varieties for global growers and retailers. Comparable because Suntory's branded plant genetics feed into the same grower-and-retailer ecosystem Natural Beauty serves, with similar product categories.

Broad incumbents

• Dümmen Orange: Global leader in floriculture breeding and propagation, supplying cuttings and young plants to growers worldwide. Comparable as a broad incumbent in the same supply chain (young-plant production) with overlapping product categories (annuals, perennials, poinsettias).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/natural-beauty-480404081998181
• LinkedInlinkedin.com/company/floral-plant-growers-llc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Natural Beauty Growers