Lurvey

What Lurvey does

Lurvey Landscape Supply (legal entity American Green Inc., DBA Lurvey Landscape Supply) is a privately held, founder-owned landscape supply and garden center founded in 1978 by Mark Lurvey and headquartered in Des Plaines, Illinois. The company operates seven physical locations spanning the Chicago metropolitan area and southern Wisconsin, including a garden center and headquarters in Des Plaines, landscape supply yards in Arlington Heights, Des Plaines, Park City, Sussex (WI), and Volo, and an owned sod farm in Whitewater, Wisconsin that produces the proprietary Lurvey Sod line. It serves two primary customer segments—residential homeowners undertaking gardening and outdoor living projects, and professional contractors requiring bulk landscape materials and trade pricing—with a catalog covering plants, natural stone, pavers, mulches and soils, drainage, lighting, outdoor living, tools, and seasonal merchandise.

Revenue is generated through two streams. The primary stream is retail and e-commerce product sales on a pay-as-you-go basis, distributed through the seven storefronts, the lurveys.com e-commerce site, and a Lurvey Loyalty Club that drives repeat purchases through bi-weekly member-only promotions. The secondary stream is professional services including Express Landscape Design, Lurvey Connect planting consultations (booked through an online Plant Rx Form), custom stone fabrication, delivery, and a Project Group function for larger commercial or residential jobs. Contractor accounts with bulk pricing and account management represent a distinct bottom-of-funnel channel.

The go-to-market is omnichannel but operationally low-tech: no mobile app, no public API, no proprietary technology platform, and no disclosed AI capabilities are indicated. The competitive engine is regional distribution density, breadth of inventory, in-house sod production, and 45+ years of brand equity in the Chicago and southeast Wisconsin market rather than technology differentiation. Industry association memberships across landscape, architecture, builder, and contractor bodies (AIA, ASLA, NAHB, WNLA, Landscape Illinois, CRCA, Garden Centers of America) are used to drive professional segment referrals.

Name

Lurvey

Legal name

American Green Inc.

Website

https://lurveys.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

51–100 employees

Short description

Lurvey Landscape Supply is a founder-owned garden center and landscape supply company operating seven retail locations across Illinois and Wisconsin, serving homeowners and professional contractors with plants, hardscape materials, outdoor living products, and design services.

Ownership category

akta.pro rank

Product category

Landscape Supply & Garden Center

NAICS

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)

akta.pro primary industry

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

akta.pro secondary industries

Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC), Seasonal Color, Planting & Horticultural Services (BPABADAL), Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

Keywords

• Landscape supply
• Garden center
• Hardscape materials
• Nursery plants
• Outdoor living products

Headquarters

HQ city

Des Plaines

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Physical and e-commerce sales of landscape materials including plants, natural stone, pavers, mulch, soils, drainage, outdoor living products, and seasonal items to homeowners and professional contractors.
2. Professional Services: Landscape design services, planting services, stone fabrication, delivery, and project group services for larger landscape projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Lurvey operates a regional landscape supply and garden center business selling plants, natural stone, pavers, mulch, soils, drainage products, outdoor living items, lighting, water garden supplies, and seasonal merchandise. The company runs seven retail locations across Illinois and Wisconsin, plus an owned sod farm in Whitewater, Wisconsin, supported by an e-commerce storefront with delivery and in-store pickup. It also delivers professional services including landscape design, planting assistance, custom stone fabrication, project group support, and contractor account pricing for landscape professionals.

Product overview

Lurvey Landscape Supply operates as a landscape and garden center offering a comprehensive portfolio of outdoor living products, landscape materials, and professional services. The product offering spans multiple categories including plants (trees, shrubs, perennials, annuals, vegetables/fruits/herbs), hard goods (pavers, natural stone, mulch, soils, drainage, tools), outdoor living (furniture, fire features, fountains, garden art), and seasonal merchandise. The company also provides services including delivery, professional landscape design (Express Landscape Design), planting assistance (Lurvey Connect), custom stone fabrication, and project group support. A Bison Deck Supports partnership enables rooftop deck solutions. The business serves both homeowners and professional contractors through multiple retail locations in the Chicago area plus a sod farm in Whitewater, Wisconsin.

Differentiator

Problem solved

Functional benefit

Products and services

• Plants Extensive selection of live plants including annuals, bulbs, evergreens, grasses, houseplants, perennials, pond plants, roses, seasonal plants, shrubs, trees, and vegetables, fruits, and herbs for residential and contractor buyers.
• Natural Stone Natural stone products including boulders and outcropping, building stone (full bed veneer, sills, thin veneer), coping, caps and treads, dimensional pavers, flagstone, slabs and countertops, steps, and wallstone for landscape and hardscape projects.
• Pavers Paving solutions including clay pavers, concrete pavers, natural stone pavers (dimensional and flagstone), pedestal decking systems, porcelain pavers, and wood pavers for patios, walkways, and driveways.
• Mulch Mulch products available in both bagged and bulk quantities for residential and commercial landscaping applications.
• Soils & Amendments Soil products and amendments including container mixes and in-ground mixes for various landscaping and gardening needs.
• Outdoor Living Outdoor living products including fire features (accessories, concrete, freestanding/portable, masonry fireplace kits), fountains, garden art (statuary, windchimes), garden structures, outdoor containers, and outdoor furniture.
• Landscape Lighting Outdoor lighting solutions including accessories, fixtures, and transformers for landscape illumination projects.
• Lawn & Garden Lawn and garden supplies including birding products (baths, food, houses), disease control, grass seed, lawn fertilizer, pest control, plant fertilizer, staking/support/stands, watering equipment, and weed control.
• Turf Products Turf solutions including artificial turf, grass seed, and Lurvey Sod, the company's own sod brand produced at its Whitewater, Wisconsin sod farm.
• Rooftop Products Rooftop materials including artificial turf, concrete rooftop pavers, pedestal decking systems, porcelain rooftop tiles, and wood rooftop pavers, offered through the Bison Deck Supports partnership.
• Drainage Products Drainage solutions including accessories, catch basins, channel drains, grates, and pipes and fittings (corrugated and PVC).
• Water Gardening Water garden supplies including accessories, fish food, kits/filtration/water storage, pond liner and plumbing, pumps and aeration, and water treatments.
• Walls Retaining wall materials including concrete walls (coping/caps/treads, steps, wallstone) and natural stone walls (boulders/outcropping, coping/caps/treads, steps, wallstone), plus timbers.
• Tools & Hardware Landscape tools and hardware including hand tools, general hardware, personal protective equipment, staking/supports/stands, and saw blades.
• Seasonal Products Seasonal merchandise for Christmas (decor, fresh cut trees, pre-made containers, winter greens), Fall (decor, annuals, containers, spring bulbs), Spring (containers, decor, annuals, summer bulbs), and Summer (containers, decor, annuals).
• Pebbles & Gravel Decorative pebbles and gravel available in bagged and bulk quantities for landscaping and drainage use.
• Ice Melts Ice melt products available in bagged and bulk quantities for winter safety applications.
• House & Home Indoor and outdoor home products including bath & body, garden gear, home decor, home fragrance, indoor containers, kitchen items, and seasonal products.
• Landscape Accessories Landscape installation and maintenance products including adhesives, cleaners and sealers, concrete and mortars, edging, fabrics and erosion control, joint fillers, and spikes and rebar.
• Gift Cards Gift cards available for purchase, allowing customers to give the gift of landscape supplies and garden center products.
• Delivery Service Delivery service to transport landscape materials from Lurvey yards to residential and contractor project locations.
• Lurvey Connect Professional planting assistance service with an online Plant Rx Form for project consultation and booking, providing expert plant selection and installation support.
• Express Landscape Design Landscape design services packaged as Front Yard Express and Back Yard Express design solutions for homeowners.
• Stone Fabrication Custom stone fabrication service from quarry to delivery, with stone cut, shaped, and finished to customer specifications for landscape projects.
• Project Group Specialized project support for landscape undertakings beyond what traditional suppliers can handle, serving larger commercial or complex residential projects.
• Lurvey Loyalty Club Customer loyalty program offering bi-weekly member-exclusive sales and growing savings for indoor and outdoor living purchases.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• Bison Deck SupportscoreTechnology or IntegrationLurvey has partnered with Bison Deck Supports to offer a full selection of their deck support products for rooftop deck projects.
• Landscape IllinoisminorOthersIndustry association partner listed in The Company We Keep section.
• AIA (American Institute of Architects)minorOthersProfessional architecture association partner.
• WLCA (Wisconsin Landscape Contractors Association)minorOthersWisconsin landscape industry association partner.
• ASLA Illinois (American Society of Landscape Architects)minorOthersProfessional landscape architecture association.
• USGBC (U.S. Green Building Council)minorOthersSustainability-focused building council member.
• NSI (National Skill Institute)minorOthersIndustry skills/certification partner.
• MBA (Metropolitan Builders Association)minorOthersBuilders association partner.
• MCAA (Mason Contractors Association of America)minorOthersMasonry contractor industry association.
• WNLA (Wisconsin Nursery and Landscape Association)minorOthersWisconsin nursery and landscape industry partner.
• NAHB (National Association of Home Builders)minorOthersNational home builders association member.
• American HortminorOthersHorticulture industry association.
• Garden Centers of AmericaminorOthersGarden center industry trade association.
• Come Alive OutsideminorOthersOutdoor living industry initiative partner.
• ICAA Chicago MidwestminorOthersInterior design/build association.
• CRCA (Chicago Roofing Contractors Association)minorOthersRoofing contractors industry association.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Bruce Company: Midwest-based landscape design, build, and garden center operator serving both residential and commercial customers. Comparable one-stop model combining retail, design services, and installation.
• Chalet: Long-established garden center and landscape nursery operating in the Chicago metro/North Shore with similar mix of plants, design services, and contractor support. Direct regional competitor with comparable homeowner-plus-contractor GTM.
• Platt Hill Nursery: Chicago-area garden center and landscape supply retailer with multiple retail locations serving both homeowners and contractors. Closest direct competitor in geography and product breadth.

Broad incumbents

• SiteOne Landscape Supply: Largest publicly traded U.S. wholesale distributor of landscape supplies serving professional contractors. Overlaps with Lurvey's contractor-facing hardscape and irrigation assortment but operates at national scale and is B2B-only.
• Home Depot Garden Centers: National big-box home improvement retailer with extensive lawn & garden departments competing on price and assortment for the same DIY homeowner customer base.
• Lowe's Garden Centers: National big-box home improvement retailer with broad outdoor and garden assortments. Competes with Lurvey on commodity plants, mulch, and basic landscape supplies for the DIY segment.

Regional players

• Armstrong Garden Centers: Multi-location retail garden center chain on the U.S. West Coast with similar plant, hardscape, and outdoor living assortment. Comparable multi-store regional garden center model but different geography.
• Calloway's Nursery: Texas-based chain of garden centers and landscape supply stores with comparable assortment of plants, pottery, and outdoor decor. Similar multi-store retail garden center model in a different U.S. region.
• Pike Nurseries: Southeast U.S. chain of full-service garden centers offering plants, landscape design, and installation. Comparable combination of retail garden center and professional landscape services.

Emerging players

• Heritage Hill Nursery: Smaller-scale Midwest garden center and landscape supply retailer with overlapping plant and hardscape assortment. Comparable in product mix but smaller footprint than Lurvey.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lurveysupply
• LinkedInlinkedin.com/company/lurvey-landscape-supply

Compliance1 record

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 Lurvey