What Monrovia Plants does

Monrovia Nursery Company (Monrovia Plants) is a U.S. wholesale grower founded in 1926 in Southern California by Harry E. Rosedale, Sr., and headquartered in Azusa, California. The company cultivates 3,500+ plant varieties across shrubs, perennials, trees, grasses, conifers, edibles, natives, succulents, vines, annuals, and ferns, distributed across multiple national channels. Its core production technology rests on proprietary custom soil mixes, decades of refined propagation techniques, and regional nurseries sited in varied climates to grow climate-appropriate plants for national distribution. Monrovia also builds branded plant collections and series (Landscape Legends, Seaside Serenade Hydrangea, Nitty Gritty Roses, Evolution Coneflowers, Grace N' Grit Roses, Jazzy Jewel Hibiscus, Summerlasting Crape Myrtle, Bountiful Blueberries, Eau de Parfum Roses, Tectonic Begonias, Jurassic Ferns, and the 2026 Centennial Ruby Hydrangea), many protected under the Plant Patent Act or sourced through exclusive breeder partnerships such as the Dan Hinkley Collection.

Monrovia operates a multi-channel go-to-market: wholesale supply to Lowe's garden departments (with signature green-pot packaging), distribution through independent garden centers nationwide, re-wholesalers serving landscape professionals, and a direct-to-consumer e-commerce storefront (ShopMonrovia Direct) with free shipping over $149. Supporting digital assets include the My Plantfinder plant-selection tool, the Garden Gateway B2B portal for retail partners, a tiered loyalty program (Bud and Bloom VIP), and a content library of digital guides, webinars, and a "Grow Beautifully" newsletter. Customer segments span home gardeners, landscape professionals, and garden-center retailers, with named enterprise relationships including Lowe's and a national network of independent garden centers.

The revenue model is predominantly transactional plant sales through wholesale and direct channels, supplemented by a recurring/loyalty engagement layer via the Rewards program. Pricing is product-specific based on plant type and size; the company does not disclose financials publicly. Monrovia remains a privately held, family-controlled business with no evidence of external investment, acquisitions, or public listing.

Name

Monrovia Plants

Legal name

Monrovia Nursery Company

Website

https://monrovia.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Monrovia Plants is a 100-year-old U.S. wholesale nursery that grows and distributes 3,500+ plant varieties through Lowe's, independent garden centers, re-wholesalers, and its ShopMonrovia Direct e-commerce platform, serving home gardeners, landscape professionals, and retail partners.

Ownership category

akta.pro rank

Product category

Nursery & Ornamental Plants

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Tree Production (111421), Nursery and Floriculture Production (11142), Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF)

Keywords

• Wholesale nursery
• Ornamental plants
• Garden shrubs
• Flowering plants
• Landscape plants

Headquarters

HQ city

Azusa

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Online Plant Sales: Monrovia sells plants directly to consumers through ShopMonrovia Direct, their e-commerce platform, with free shipping on orders over $149.
2. Wholesale to Retail Partners: Monrovia supplies plants to independent garden centers and Lowe's stores nationwide through wholesale relationships.
3. Rewards Program: Monrovia operates a loyalty rewards program where customers earn points on purchases that can be redeemed for discounts on future orders.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Monrovia grows and sells more than 3,500 ornamental plant varieties across shrubs, perennials, trees, grasses, conifers, edibles, natives, succulents, vines, annuals, and ferns. Plants are cultivated in regional U.S. nurseries using proprietary custom soil mixes and distributed through ShopMonrovia Direct e-commerce, independent garden centers, Lowe's retail stores, other online marketplaces, and re-wholesalers serving landscape professionals. The portfolio is organized into branded collections and proprietary plant series alongside individual named varieties such as the Centennial Ruby Hydrangea.

Product overview

Monrovia Plants is a nursery company that offers a comprehensive portfolio of plants and digital tools. The core offering consists of thousands of plant varieties across multiple categories (shrubs, perennials, trees, grasses, conifers, edibles, natives, succulents, vines, annuals, ferns) sold through e-commerce (ShopMonrovia Direct), retail partners, and Lowe's. The product portfolio includes branded collections (Landscape Legends, Dan Hinkley Collection, Camellia, Hydrangea, Rose, Coneflower, Lavender) and proprietary series (Seaside Serenade Hydrangea, Nitty Gritty Roses, Evolution Coneflowers, Chateau Rose of Sharon, Grace N' Grit Roses, Jurassic Ferns, Summerlasting Crape Myrtle, Jazzy Jewel Hibiscus, Bountiful Blueberries, Eau de Parfum Roses, Tectonic Begonias). Supporting digital tools include My Plantfinder (plant selection assistant), Garden Gateway (retail partner portal), and a Rewards loyalty program.

Differentiator

Problem solved

Functional benefit

Brands

• Landscape Legends Collection: Top 100 plants representing Monrovia's greatest selections, recommended by nurserymen, landscape designers, and home gardeners.
• Dan Hinkley Plant Collection
• Seaside Serenade Hydrangea Series
• Grace N' Grit Roses
• Nitty Gritty Roses
• Evolution Coneflowers
• Chateau Rose of Sharon Series
• Jurassic Ferns
• Summerlasting Crape Myrtles
• Tectonic Begonias
• Eau De Parfum Roses

Products and services

• Centennial Ruby Hydrangea (Hydrangea macrophylla 'Hokocentennial' PPAF) A specific commemorative hydrangea variety released to celebrate Monrovia's 100th anniversary, featuring ruby-red mophead blooms, sturdy compact habit, strong stems, thick leaves, and reblooming performance in USDA Zones 4–9; available to consumers through ShopMonrovia Direct and partner retailers.
• Landscape Legends Collection A curated collection of 100 top-performing plants representing Monrovia's greatest selections, including exclusive perennials, vines, flowering shrubs, roses, and trees recommended by nurserymen, landscape designers, and home gardeners for gardens across the U.S.
• Dan Hinkley Plant Collection An exclusive collection of shrubs, grasses, ferns, vines, and perennials discovered by renowned plant explorer Dan Hinkley during decades of expeditions worldwide, featuring vibrant foliage, subtle fragrance, and seasonal botanical beauty.
• Camellia Collection Eye-catching flowering shrubs that bloom during cooler months from October through March, providing cool-season color in part-shade and shade areas; includes Sasanqua camellias (earliest bloomers) and Japonicas with frilly, multi-layered winter and early-spring blooms.
• Hydrangea Collection Stunning hydrangeas offering an array of colors from delicate pastels to vibrant hues across multiple types suited to different garden situations, with long blooming seasons providing months of enjoyment.
• Rose Collection Roses with exquisite petals and intoxicating fragrance, ranging from compact shrubs to climbing varieties suited to every garden style and space.
• Coneflower Collection A curated collection of Echinacea varieties known for striking, daisy-like blooms and sturdy stems, bringing dynamic color and pollinator-friendly appeal to residential and professional landscapes.
• Lavender Collection Fragrant-blooming lavenders with silvery-green foliage selected for exceptional fragrance, vibrant flower spikes, and hardiness across diverse garden settings.
• Seaside Serenade Hydrangea Series A proprietary series of 12+ hydrangeas with big, showy, long-lasting blooms and a bushier, healthier habit, featuring more compact form, sturdier stems, thicker leaves, and storm-resistant blooms.
• Nitty Gritty Rose Series A compact-habit, repeat-flowering rose series with multiple color varieties including white, yellow, peach, pink, and red.
• Evolution Coneflower Series Long-blooming coneflowers with bigger blooms and tidier habit, available in five bright pollinator-attracting colors and bred to sail through summer heat and drought in pots, beds, and borders.
• Chateau Rose of Sharon Series Hibiscus shrubs providing months of continuous blooms covering stems from top to bottom, with masses of 3-inch-wide flowers from early summer to autumn and a graceful, vase-shaped habit with lush deep green foliage.
• Grace N' Grit Roses Series A shrub rose series bred for garden performance, available in multiple colors including yellow, white, pink bicolor, and red.
• Jurassic Ferns Series A fern series featuring varieties with unique characteristics and dinosaur-themed names such as Velociraptor, Stegosaurus, Brontosaurus, Triceratops, and T-Rex, including selections drawn from Dan Hinkley's collections.
• Summerlasting Crape Myrtle Series A long-blooming crape myrtle series including Raspberry, Strawberry, Plum, and Coconut varieties with extended bloom time.
• Jazzy Jewel Hibiscus Series A tropical hibiscus series featuring jewel-toned varieties including Amber, Opal, Ruby, and Gold.
• Bountiful Blueberries Series A blueberry series including Belle and Baby varieties that combine edible fruit production with ornamental landscape appeal.
• Eau de Parfum Roses Series A rose series emphasizing strong fragrance, featuring varieties such as Bliss with intense perfume.
• Tectonic Begonias Series A begonia series with sculptural foliage, featuring unique varieties including Caldera, Pangea, Shangri-La, Asteroid, Magma, and Eruption sourced from various global locations.
• Bestsellers A curated bestseller collection featuring the most popular plants since online delivery launch, including peonies, hydrangeas, roses, hedges, and small trees.
• Exclusive Plants Collection Plants with improved garden performance developed through collaboration with breeders and plant explorers from around the world, featuring easy care, drought tolerance, frequent flowering, compact habit, stronger fragrance, and improved container performance.
• My Plantfinder An interactive online plant-selection tool that helps customers identify the best plants for their garden by entering landscape use, light needs, water needs, and other criteria; matches users to appropriate plants in Monrovia's catalog based on their specific conditions.
• Garden Gateway A web portal tool for Monrovia retail partners providing up-to-date plant availability, order status, and account information for managing wholesale orders.
• ShopMonrovia Direct A direct-to-consumer online shopping platform offering Monrovia's curated selection of craftsman-grown plants delivered to customers' doors nationwide, with free shipping on orders over $149.
• Monrovia Rewards Program A points-based customer loyalty program where members earn points on online purchases that can be redeemed for discounts; features tiered benefits with Bud (base, 1x points) and Bloom VIP (1.5x points after annual spend threshold) tiers, plus birthday rewards and a referral program offering $25 off per successful referral.

Quantifiable outcome

• 48% of respondents strongly agree that gardening benefits mental health and well-being

Named customers2 records

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

Four partnerships are on record, tiered core and major.

• Dan Hinkley Collection PartnerscoreStrategic or Co-development PartnerMonrovia collaborates with renowned plant explorer Dan Hinkley to offer exclusive plants he has discovered during decades of expeditions around the world. The collection features shrubs, grasses, ferns, vines, and perennials known for vibrant foliage, subtle fragrance, and stunning botanical beauty.
• Worldwide Plant BreederscoreStrategic or Co-development PartnerMonrovia works with breeders and plant explorers from around the world to test and select the best varieties before offering them to customers, ensuring improved garden performance, easy care, drought tolerance, and enhanced flowering.
• Lowe'smajorChannel Partner/ Reseller/ DistributorLowe's serves as a national retail partner selling Monrovia plants in their garden departments. Plants are identifiable by Monrovia's distinct green pot packaging.
• Independent Garden CenterscoreChannel Partner/ Reseller/ DistributorNetwork of independent garden centers across the country that stock Monrovia plants, offering region-specific selections and local gardening expertise to consumers.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Proven Winners: Proven Winners is a leading wholesale nursery brand marketing proprietary, branded plant varieties (shrubs, perennials, annuals) to garden centers and retailers across North America, directly comparable to Monrovia's branded series strategy and wholesale channel mix.
• Star Roses and Plants: Star Roses and Plants (a subsidiary of Ball Horticultural) develops and licenses branded roses, shrubs, and perennials to growers and retailers in North America, competing head-to-head with Monrovia in branded woody ornamentals and roses.
• Bailey Nurseries: Bailey Nurseries is a large Midwest-based wholesale grower of trees, shrubs, and roses supplying independent garden centers and big-box retailers, making it one of the closest direct competitors to Monrovia in scale and channel coverage.
• Spring Meadow Nursery: Spring Meadow Nursery is a wholesale producer of woody ornamental shrubs and the company behind the Proven Winners ColorChoice line, directly comparable to Monrovia in proprietary branded shrub development and wholesale-to-retail distribution.
• Endless Summer Hydrangeas (Bailey): The Endless Summer brand, developed by Bailey Nurseries, is a major branded hydrangea line sold through garden centers and home improvement retailers, directly competing with Monrovia's Seaside Serenade Hydrangea and broader Hydrangea Collection.
• Star® Roses and Plants / Knock Out Roses: The Knock Out Roses family is one of the most recognizable branded shrub rose lines in North America, sold through the same independent garden center and big-box channels Monrovia serves, competing directly with Monrovia's Grace N' Grit, Nitty Gritty, and Eau de Parfum rose series.
• Greenleaf Nursery Company: Greenleaf Nursery is one of the largest wholesale container nursery growers in the U.S., supplying ornamental shrubs, trees, and grasses to garden centers and mass merchants, directly comparable to Monrovia in production scale and product breadth.

Emerging players

• High Country Gardens: High Country Gardens is a regional drought-tolerant and native plant specialist selling direct-to-consumer online and through select retailers, an emerging competitor with a focused overlap to Monrovia's waterwise and native plant lines.
• Burpee (Ball Horticultural): Burpee, owned by Ball Horticultural, sells plants, seeds, and gardening supplies direct-to-consumer online and through retailers, an adjacent competitor in the home gardener segment with growing emphasis on live plants like Monrovia sells.
• Fast Growing Trees: Fast Growing Trees is a fast-scaling online D2C nursery specializing in trees and shrubs shipped nationwide, an emerging direct-to-consumer competitor that overlaps Monrovia's ShopMonrovia Direct offering in live-plant e-commerce.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/monroviaplants
• Facebookfacebook.com/monrovia-102411039815423
• LinkedInlinkedin.com/company/monrovia-growers

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 Monrovia Plants