Name

White Flower Farm

Legal name

White Flower Farm, Inc.

Website

https://whiteflowerfarm.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Mail-Order Nursery

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Nursery and Floriculture Production (11142)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Agricultural Production-Crops (100)

akta.pro primary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

akta.pro secondary industries

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF), Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)

Keywords

• Mail-order nursery
• Garden plants
• Flowering bulbs
• Gardening supplies
• Perennial flowers

Headquarters

HQ city

Litchfield

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Plant Sales: Sale of perennials, annuals, bulbs, shrubs, vines, and amaryllis through mail-order and e-commerce channels. Plants are shipped bareroot or in containers depending on the species, with shipping coordinated to optimal planting times by climate zone.
2. Gardening Supplies & Tools: Sale of gardening tools, supplies, fertilizers, garden wear, garden decor items, containers, planters, and indoor decorations.
3. Gift Certificates: Gift certificates available in denominations of $25, $50, $75, $100, $150, and $200. A 10% discount is offered on gift certificates of $50 or more.
4. Cut Flower Bouquets & Indoor Plants: Sale of fresh cut flower bouquets, orchids, and indoor plant arrangements as gifts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

White Flower Farm is a family-owned mail-order nursery that grows and sells live garden plants — perennials, bulbs, shrubs, vines, hydrangeas, orchids, and indoor plants — along with gardening tools, containers, and supplies. The company sells directly to home gardeners across the United States through its e-commerce site, seasonal printed catalogs, and a physical retail store with display gardens in Morris, CT. Plants are shipped bareroot or in containers at the right time for planting based on customer climate zones, backed by a 1-year money-back guarantee and detailed horticultural growing information.

Product overview

White Flower Farm is a family-owned mail-order nursery (established 1950) located in Morris, Connecticut, offering a comprehensive catalog of garden plants and related products. The core product portfolio centers on live plant material—perennials (including Achillea, Agastache, Astilbe, Echinacea, Hosta, Hemerocallis/Daylilies, Helleborus, Heuchera, and many more genera), peonies, iris, daffodils, tulips, and specialty bulbs—complemented by woody plants (shrubs, vines, and hydrangeas). The company differentiates through curated Garden Designs (preplanned perennial gardens and plant collections), a gifts division (gift certificates, cut flower bouquets, orchids, indoor plants), containers and pottery (Whichford Pottery, Bergs Potter), professional-grade tools (Sneeboer, Niwaki), and backyard habitat products (bird feeders, birdhouses). Everything is backed by a 1-year money-back guarantee. The business model combines e-commerce with physical retail at the Morris, CT location and maintains a traditional catalog/mail-order heritage while serving gardeners across the United States.

Differentiator

Problem solved

Functional benefit

Products and services

• Perennials Herbaceous perennial plants including flowering and non-flowering varieties that die back in fall and send fresh growth in spring. Includes genera such as Achillea, Agastache, Astilbe, Echinacea, Hosta, Hemerocallis (Daylilies), Helleborus, Heuchera, and many more. Sold to home gardeners across the United States.
• Peonies Long-lived perennial peonies ranging from delicate singles to lush doubles, shipped for fall planting. Includes Herbaceous Peonies, Itoh/Intersectional Peonies, and Tree Peonies.
• Iris June-flowering iris plants including Bearded Iris, Reblooming Iris, and Fragrant Iris varieties.
• Daffodils Narcissus daffodil bulbs that are the first visible signs of spring, available in Trumpet, Large-cupped, Small-cupped, Split-corona, Double-flowered, Heirloom, Fragrant, and Landscape-Grade varieties.
• Tulips Spring-blooming tulip bulbs in varieties including Impression, Lily-flowered, Parrot, Triumph, and Species Tulips.
• Specialty Bulbs Unique flowering bulbs including Allium, Anemone, Camassia, Crocus, Fritillaria, Galanthus (Snowdrops), Hyacinth, and more.
• Shrubs & Vines Woody plants including Flowering Shrubs, Evergreen Trees & Shrubs, Climbing Vines, and specific genera such as Hydrangea, Clematis, Rosa, and Viburnum.
• Hydrangeas Vigorous, long-lived hydrangea shrubs with varied and extravagant blooms including Bigleaf, Lacecap, Mophead, Mountain, Oakleaf, Panicle, and Smooth Hydrangeas.
• Garden Designs Preplanned Perennial Gardens and Plant Collections including Classic Gardens, Exclusive Collections, Pollinator-Friendly Gardens, and themed solutions for Shade, Sun, Ground Covers, and more.
• Bouquets & Cut Flowers Fresh cut flower bouquets, orchid arrangements, and monthly flower subscription options for gifting.
• Indoor Plants Houseplants including Foliage Plants, Indoor Ferns, Indoor Palm Plants, Orchids, and Chinese Evergreens for various light conditions.
• Orchids Indoor orchid plants including Mini Moth Orchids and specialty orchid arrangements in various colors.
• Containers & Planters Garden planters and containers including Whichford Pottery, Cretan Garden Pottery, Bergs Potter, and Lavastone Planters in various sizes.
• Tools & Supplies Professional gardening tools including Sneeboer, Spear & Jackson, and Niwaki brands, plus watering equipment, garden supports, soil, fertilizers, and garden accessories.
• Backyard Habitat Bird-related products including Birdbaths, Bird Feeders, Birdhouses, and Birdseed for creating backyard wildlife habitats.
• Gift Certificates Gift certificates available in $25, $50, $75, $100, $150, $200 denominations with a 10% discount on purchases of $50 or more. Standard delivery by First Class mail is free; Express Delivery available for an additional $17 per address.

Quantifiable outcome

• 1-year money-back guarantee on every item offered

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• W. Atlee Burpee & Company (Burpee): Long-established American mail-order seed and plant retailer selling flowers, vegetables, perennials, and bulbs direct to consumers. Closely comparable to White Flower Farm on product category, DTC/mail-order heritage, and target customer of home gardeners.
• Wayside Gardens: Mail-order nursery specializing in ornamental plants, shrubs, vines, and perennials for home gardeners. Highly comparable DTC model, plant catalog breadth, and customer base.
• Spring Hill Nurseries: Direct-to-consumer mail-order plant retailer offering perennials, shrubs, bulbs, and garden designs. Comparable on DTC fulfillment, gift-oriented merchandising, and seasonal catalog strategy.
• Bluestone Perennials: Mail-order perennial specialist selling container-grown perennials and shrubs to home gardeners. Comparable product focus (perennials), DTC shipping model, and target customer segment.
• Park Seed Company: Mail-order retailer of seeds, plants, bulbs, and gardening supplies serving home gardeners. Comparable on mail-order heritage, plant breadth, and gift-oriented merchandising to gardeners.
• Brent and Becky's Bulbs: Specialty mail-order bulb grower selling daffodils, tulips, and specialty bulbs directly to consumers. Comparable on bulb category depth, grower-retailer model, and DTC shipping logistics.
• Jackson & Perkins: Mail-order plant retailer known for roses, perennials, bulbs, and garden gift plants. Comparable on plant mail-order heritage, gift merchandising, and premium plant positioning.

Broad incumbents

• Monrovia Nursery Company: Large wholesale nursery grower supplying independent garden centers with branded ornamental plants. Comparable on plant production expertise but operates at wholesale scale rather than DTC retail.
• Proven Winners: National branded plant brand marketing flowering shrubs, perennials, and annuals through a network of growers and retailers. Comparable on ornamental plant focus and gardener brand awareness, though primarily a brand/marketing entity rather than DTC retailer.
• Gardener's Supply Company: Direct-to-consumer retailer of gardening tools, supplies, containers, and live plants. Comparable on DTC garden retailing and target customer but with greater emphasis on hard goods than live plants.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/white-farms

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 White Flower Farm