Rogers Gardens

What Rogers Gardens does

Roger's Gardens is a privately-held, single-location garden center and home decor destination founded in 1965 and headquartered in Corona del Mar, California. The company operates as a traditional retail nursery with integrated e-commerce capabilities through a Shopify-powered storefront, selling live plants, outdoor living furniture, home decor, gift items, and seasonal merchandise, while also hosting a private event venue and an on-site Farmhouse restaurant. The business serves individual homeowners in Orange County, professional landscape designers (via a dedicated trade program), corporate gifting buyers, and private event clients.

The product portfolio spans more than 700 plant varieties—including nearly 100 citrus varieties, 200+ fruit trees, 336 rose varieties, 170 herbs, 229 landscape plants, and indoor and native milkweed for Monarch conservation—complemented by an outdoor furniture selection featuring nine proprietary RG-exclusive collections and exclusive regional distribution of premium manufacturers such as Kingsley-Bate. A Bloomingdale's-exclusive silk arrangement line and a California Fine Art Gallery (featuring artists John Cosby, Robin Hall, and Jeff Sewell) extend the assortment into decor and art. All plants carry an unconditional 3-year guarantee.

Revenue is generated primarily through one-time retail transactions across the in-store showroom and e-commerce site, with local delivery in Orange County and nationwide shipping on select items. Ancillary streams include corporate gifting, private event venue rentals, gift card float, and a $25/year Preferred Customer rewards program. Marketing combines destination seasonal events (Halloween Moonlight Masquerade, Christmas Boutique) with educational content, a lifestyle blog, how-to videos, and an active presence across six social platforms. Gavin Herbert serves as Chairman.

Name

Rogers Gardens

Legal name

Roger's Gardens

Website

https://rogersgardens.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

51–100 employees

Short description

Roger's Gardens is a privately-held, single-location garden center and home decor destination in Corona del Mar, California, founded in 1965. It sells 700+ plant varieties, outdoor furniture, and seasonal merchandise to Orange County homeowners, landscape trade buyers, corporate gifting clients, and private event hosters.

Ownership category

akta.pro rank

Product category

Garden Center and Nursery Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Nursery, Garden Center, and Farm Supply Retailers (44424), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

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

akta.pro secondary industries

Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG), Gardening, Lawn & Outdoor Living Distribution (CRAOAFAH)

Keywords

• Retail garden center
• Nursery and plants
• Outdoor living furniture
• Home decor retail
• Seasonal boutique events

Headquarters

HQ city

Corona Del Mar

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: In-store and online sales of plants, garden supplies, home decor, outdoor furniture, and gift items. Includes seasonal merchandise such as Halloween and Christmas decor. One-time purchase model with products ranging from low-cost herbs to high-end outdoor furniture.
2. Gift Cards: Roger's Gardens branded gift cards sold to customers for gifting purposes, generating float revenue and encouraging future purchases.
3. Private Events Venue: Event space rentals for private functions in their 'breathtaking' garden venue, marketed as a premium event destination in Orange County.
4. Corporate Gifting: Dedicated corporate gifting program targeting business customers with bulk ordering capabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Rogers Gardens is a retail nursery and garden center that sells live plants (citrus, fruit trees, roses, indoor plants, herbs, milkweed), outdoor living furniture, seasonal decorations, home decor, gift baskets, and garden care supplies through a flagship Corona del Mar store and an e-commerce website. It also operates the on-site Farmhouse restaurant, hosts private events in its garden venue, and runs a corporate gifting program for businesses.

Product overview

Roger's Gardens is a single-location garden center and nursery in Corona del Mar, California, operating under the Roger's Gardens brand. The business functions as a traditional retail nursery with integrated e-commerce capabilities. The product portfolio centers on live plants (citrus trees, fruit trees, roses, indoor plants, landscape plants, herbs, milkweed) as the core offerings, complemented by outdoor living furniture (exclusive RG collections and branded manufacturers like Kingsley-Bate), seasonal retail experiences (Halloween Boutique, Christmas Boutique), original design planted arrangements (indoor orchids, outdoor containers, silk arrangements), a fine art gallery, home decor items, gift baskets, and garden care supplies (tools, fountains, pottery, fertilizers). The business operates The Farmhouse restaurant on-site and provides private event venue services. All plants carry an unconditional 3-year guarantee.

Differentiator

Problem solved

Functional benefit

Brands

• Farmhouse: Restaurant/dining experience located at farmhouse.rogersgardens.com

Products and services

• Citrus Trees Nearly 100 citrus tree varieties including lemons, limes, oranges, tangerines, and grapefruits in semi-dwarf or standard sizes, representing the largest selection in Southern California. Sold to home gardeners and landscape professionals.
• Fruit Trees Over 200 fruit tree varieties including apple, peach, plum, nectarine, apricot, cherry, fig, avocado, berry, and pomegranate trees with rare heirloom varieties.
• Roses Extensive rose collection featuring 336 varieties including Hybrid Tea, Floribunda, Grandiflora, David Austin/English, climbing, miniature, and groundcover roses, unconditionally guaranteed for 3 years.
• Indoor Plants Houseplants including Dracaena, Ficus, Sansevieria, Monstera, orchids, and original design planted arrangements with a 3-year complete plant guarantee.
• Landscape Plants 229 landscape plants including shrubs, perennials, succulents, and ornamental plants available in various sizes from 1 gallon to 24-inch boxes.
• Herbs 170 herb varieties including basils, chives, cilantro, dill, lavender, mint, oregano, parsley, rosemary, sage, and thyme for culinary, medicinal, and ornamental uses.
• Outdoor Living Furniture Patio furniture including Roger's Gardens exclusive collections (Barcelona, Cafe, Dockside, East Bluff, Harbor Island, Newport Coast, Peninsula, RG Classic, Spyglass) plus branded manufacturers (Kingsley-Bate, Foxboro, Laguna, Sag Harbor, St. Croix) with summer sales up to 50% off.
• Home Decor Curated home decor including furniture, art, accessories, pillows, tabletop items, serveware, and coastal decor for interior design.
• Indoor Planted Arrangements Handcrafted original design arrangements featuring orchids, tropical plants, and lush foliage in distinctive ceramic and decorative vessels.
• Outdoor Planted Containers Hanging baskets, succulent arrangements, and garden kits designed for outdoor spaces including Hummingbird and Monarch gardening kits.
• Silk Arrangements Artificial silk floral arrangements and wreaths including succulents, sunflowers, dahlias, and seasonal designs for year-round display.
• Gift Baskets Pre-curated gift baskets featuring gardening kits, gourmet foods, cocktail accessories, and specialty items for various occasions.
• Gift Cards Roger's Gardens branded gift cards sold to customers for gifting purposes, generating float revenue and encouraging future purchases.
• Private Events Venue Event venue hosting private gatherings in the gardens, recognized as 'America's Most Beautiful Garden Center' by Garden Center Magazine. Marketed as a premium event destination in Orange County.
• Halloween Boutique Seasonal Halloween retail experience featuring the Moonlight Masquerade theme with Venetian-inspired decor, masks, and dramatic original designs.
• Christmas Boutique Holiday Christmas shopping event featuring European artisan pieces, traditional decor, and unique seasonal collections.
• California Fine Art Gallery Art gallery featuring works by artists including John Cosby, Robin Hall, and Jeff Sewell with plein air and outdoor-themed paintings.
• Bloomingdale's Collection Exclusive silk botanical arrangements, embellished orchids, and indoor planted designs crafted by Roger's Gardens designers and sold exclusively through this partnership with Bloomingdale's.
• Farmhouse Restaurant On-site restaurant at the Corona del Mar location offering a dining experience within the garden center, providing food service as part of the overall customer experience.
• Corporate Gifting Program Dedicated B2B program for corporate gift orders targeting business customers with bulk ordering capabilities.
• Preferred Customer Rewards Program Annual rewards program offering $25 off first $100 purchase after joining, exclusive invites to holiday openings and special events, and complimentary gift packaging for members.

Quantifiable outcome

• 3-year unconditional plant guarantee demonstrates confidence in plant health and quality

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Bloomingdale'scoreStrategic or Co-development PartnerExclusive collection partnership featuring signature silk botanical arrangements and embellished orchid designs. The 'Bloomingdale's Collection' offers one-of-a-kind statement pieces created by Roger's Gardens designers, sold exclusively through this partnership. Each piece brings nature indoors with refined, design-forward sensibility.
• Kingsley-BatecoreChannel Partner/ Reseller/ DistributorPremium outdoor furniture manufacturer whose products are sold exclusively through Roger's Gardens retail location and website. Kingsley-Bate is featured prominently in the outdoor living section with 70+ products available.
• Farmhouse RestaurantminorStrategic or Co-development PartnerOn-site restaurant at the Corona del Mar location offering dining experience within the garden center. Accessed via farmhouse.rogersgardens.com subdomain, providing food service as part of the overall customer experience.
• The Xerces Society for Invertebrate ConservationminorOthersScience-based nonprofit organization and nationwide leader in Monarch conservation. Customers can add $5 donation to Xerces Society when purchasing milkweed plants, supporting Monarch butterfly habitat preservation.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Armstrong Garden Centers: California-based chain of independently-owned garden centers with multiple locations across Southern California, offering a comparable assortment of plants, garden supplies, and outdoor living products to a similar coastal California demographic.
• Plant Depot: Southern California nursery and garden center serving home gardeners with a wide plant selection, comparable in category mix and customer base to Roger's Gardens, though operating a more value-oriented positioning.
• Pike Nurseries: Multi-location garden center chain in the Southeast U.S. offering plants, landscaping services, and garden supplies under a similar retail garden center model, with comparable seasonal programming and customer education emphasis.
• Calloway's Nursery: Texas-based garden center chain with a comparable destination-style retail format, plant-forward assortment, and Texas Certified Nursery Professional expertise program similar to Roger's premium customer guidance approach.
• Homestead Gardens: Mid-Atlantic destination garden center combining plants, home decor, giftware, and event venue services in a destination retail format closely analogous to Roger's Gardens multi-revenue model.
• Terrain: Anthropologie-owned garden and home concept store featuring plants alongside curated home decor and outdoor living, comparable to Roger's blend of garden retail and lifestyle/home merchandise.
• White Flower Farm: Long-established mail-order nursery and garden retailer offering premium plants and home garden products, comparable to Roger's curated plant catalog and e-commerce fulfillment capabilities.

Emerging players

• The Sill: Direct-to-consumer online indoor plant retailer targeting urban millennials; competes with Roger's indoor plant category through e-commerce rather than a physical showroom, representing an emerging digital-native peer.
• Bloomscape: Online-first plant retailer selling potted houseplants direct to consumers nationwide; an emerging digital competitor to Roger's indoor plant sales channel.

Broad incumbents

• Monrovia Nursery Company: Large wholesale nursery grower supplying plants to independent garden centers including Roger's; comparable through overlapping product category but operating at a different (wholesale grower) stage of the value chain.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/RogersGardensCDM
• Facebookfacebook.com/rogersgardens
• Instagraminstagram.com/rogersgardens
• TikToktiktok.com/@rogersgardens
• Pinterestpinterest.com/rogersgardens
• Xx.com/rogersgardensoc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Rogers Gardens