Flora Grubb Gardens
Flora Grubb Gardens is a vertically integrated California nursery operating two destination retail stores and a 30-acre wholesale farm, selling drought-tolerant plants, rare specimens, premium pottery, and designer outdoor furniture to residential gardeners, landscape professionals, and event clients.
- Company typePrivate
- Founded2003
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Flora Grubb Gardens does
Flora Grubb Gardens is a vertically integrated, design-driven specialty plant nursery operating two destination retail stores in California (Bayview District, San Francisco since 2007; Marina del Rey, Los Angeles since 2023) alongside a wholly-owned wholesale growing operation, Grubb & Nadler, which cultivates approximately 30 acres in Rainbow Valley, San Diego County. The company curates drought-tolerant and climate-appropriate plants, including rare and unusual specimens from Australia, South Africa, Mediterranean regions, and California native species, supplemented by imported pottery and planters and premium outdoor furniture lines (Fermob in 25 colors and Galanter & Jones heated furniture). Its core technology and supply-chain advantage is the owned farm, which supports both retail quality control and contract growing for trade customers.
The business serves three primary customer sets: residential gardeners seeking inspiration and rare plants (retail), professional landscape designers, architects, interior designers, and other retailers who access the wholesale division and receive trade discounts and horticultural consultation, and event planners needing short-term plant and pottery rental. Go-to-market channels include immersive in-store retail experiences, same-day delivery and large-order logistics, remote shopping via email/photo/video, and a Grubb & Nadler wholesale channel serving California and the Western U.S. The company monetizes through one-time plant, pottery, and furniture sales, design consultation fees, delivery and courier fees, event rental fees, and wholesale contract growing and brokering. Pricing is quote-based and not publicly disclosed, with premium positioning reflected in rare-plant sourcing, artist-made ceramics, and designer furniture (Galanter & Jones items priced from $1,750 to $7,900).
Flora Grubb Gardens firmographics
Firmographics- Name
- Flora Grubb Gardens
- Legal name
- Grubb & Nadler, Inc.
- Website
- https://floragrubb.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Flora Grubb Gardens is a vertically integrated California nursery operating two destination retail stores and a 30-acre wholesale farm, selling drought-tolerant plants, rare specimens, premium pottery, and designer outdoor furniture to residential gardeners, landscape professionals, and event clients.
- Ownership category
- akta.pro rank
Flora Grubb Gardens industry classification
Industry- Product category
- Garden Center / Plant Nursery Retail
- NAICS
- Nursery, Garden Center, and Farm Supply Retailers (44424), Nursery and Tree Production (111421)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200), Agricultural Production-Crops (100)
- akta.pro primary industry
- Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)
- akta.pro secondary industries
- Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF), Native & Pollinator Garden Design/Install (HSAIABAG)
Keywords
Where Flora Grubb Gardens is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Flora Grubb Gardens business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Retail Plant Sales: Direct sales of plants to consumers at retail store locations. Focus on drought-tolerant, climate-appropriate plants including rare specimens, succulents, palms, and California natives. Most inventory grown on-site.
- Garden Pottery and Furniture: Sales of imported pots, planters, and garden furniture including Fermob (French brand in 25 colors) and Galanter & Jones heated outdoor furniture. Large pot specialization and special orders available.
- Delivery Services: Same-day delivery, large order logistics, and gift delivery services. Courier service for local delivery within 10 miles for small items under 50 lbs.
- Design Consultation: In-store design sessions by appointment. Video call shopping. Connection to landscape architects for comprehensive design services. Expert horticulturist consultation.
- Plant Rental: Short-term plant rental for events using plants grown on farms with signature pottery collection. Handles large-scale and quick turn-around events.
- Wholesale Nursery (Grubb & Nadler): Wholesale sales, contract growing, large-scale sourcing, and brokering for professional projects. Trade-only access to wholesale growing grounds. Serves designers, landscapers, and retailers across California and the West.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Galanter & Jones Heated Furniture (in-stock) |
| Unit Pricing | Pay-as-you-go | Galanter & Jones Heated Furniture (made-to-order) |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels5 records
Flora Grubb Gardens product offering
Product offeringCore offering
Flora Grubb Gardens is a design-driven retail plant nursery operating two store locations in San Francisco and Los Angeles, selling climate-appropriate plants (most grown on its own 30-acre farms in Rainbow Valley), imported pottery, and premium outdoor furniture including Fermob and Galanter & Jones. The company provides in-store garden design consultation, plant rental for events, same-day delivery, and a DIY potting bench, while its wholesale division Grubb & Nadler supplies trade professionals with contract growing and large-scale sourcing.
Product overview
Flora Grubb Gardens is a design-driven nursery with retail stores in San Francisco and Los Angeles, offering a curated portfolio of drought-tolerant plants (many grown on their own 30-acre farms in Rainbow Valley), imported pottery and planters, and premium outdoor furniture including Fermob French garden furniture and Galanter & Jones heated furniture. The company provides complementary services including garden design consultation, plant rental for events, same-day delivery, and a DIY potting bench. Their wholesale division, Grubb & Nadler, serves trade professionals with contract growing and large-scale sourcing. The nursery specializes in climate-appropriate plants for California landscapes with expert horticultural guidance.
Differentiator
Problem solved
Functional benefit
Products and services
- Plants and Nursery Stock
Companies that use Flora Grubb Gardens
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles5 records
Flora Grubb Gardens technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Flora Grubb Gardens partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Grubb & Nadler, Inc.coreWholesale nursery operation owned by Flora Grubb and Saul Nadler. Growing grounds in Rainbow Valley (Fallbrook, CA) supply plants to Flora Grubb Gardens retail locations. Provides wholesale sales, contract growing, and large-scale sourcing for trade professionals including designers, landscapers, and retailers across California and the West.
- FermobcoreFrench garden furniture brand. Flora Grubb Gardens carries large inventory of Fermob furniture in all 25 colors. Offers in-stock purchases and special orders. Collections include Bistro, Sixties, Luxembourg, and more.
- Galanter & JonescoreSan Francisco-based heated outdoor furniture company founded by brother/sister duo Aaron Galanter and Miranda Jones. Flora Grubb Gardens serves as retail location for heated furniture including Apollo chairs, Helios lounges, and Evia collection. Products designed for Bay Area's cool climate.
- Four Winds GrowersminorSupplier of dwarf citrus trees proven to thrive in San Francisco gardens. Flora Grubb Gardens offers Four Winds citrus trees as part of edible garden selection.
- ORCAminorORCA garden products. Flora Grubb Gardens hosts a showroom displaying ORCA pavers at both retail locations, but does not sell ORCA products at the stores.
- Herman Schwartz / Euphorbia Reference CollectionminorFlora Grubb Gardens crew visited the legendary 'lost greenhouses' of Bolinas, CA containing Herman Schwartz's Euphorbia Reference Collection. Cuttings were taken and cultivated at Grubb & Nadler, bringing rare euphorbias into the company's inventory. David Schwartz (son) maintained the collection and facilitated the partnership.
- Bonnie Bridges and Seth Boor (Architects) / Matarozzi Pelsinger BuildersminorArchitecture and construction partners who helped design and build the San Francisco Bayview store. Designed the beautiful open-air building powered by solar panels and adorned with reclaimed barnwood that opened in 2007.
- Conservatory of Flowers, Golden Gate Park, UC Botanical Garden, San Francisco Botanical GardenminorBay Area public gardens and institutions consulted by Grubb & Nadler team for horticultural expertise and plant selection guidance.
- City of San Francisco, Presidio Trust, SF Department of Public WorksminorCity and federal agencies collaborated with Flora Grubb Gardens team on public planting projects, helping tilt public landscape toward drought-tolerant, climate-appropriate plantings.
Scale indicators4 records
Recent moves9 records
Expansion highlights5 records
Flora Grubb Gardens competitors and assessment
Company assessmentEmerging players
- Terrain: Anthropologie-owned garden center and lifestyle brand with a destination-retail format and a curated mix of plants, pottery, and outdoor furniture. Comparable as a design-forward, premium-priced garden retail concept, though operating with a national rather than California-specific assortment.
Broad incumbents
- Ball Horticultural Company: Global horticulture company developing and licensing plant genetics (including drought-tolerant and ornamental varieties) and supplying growers and retailers. Broad incumbent in the upstream horticulture supply chain with relevance to Flora Grubb Gardens' plant sourcing and selection.
- Monrovia Nursery Company: One of the largest wholesale nursery growers in the United States, supplying independent garden centers, big-box retailers, and landscapers across the country. Broad incumbent in the same nursery and growing category, with overlap on the wholesale growing side rather than the premium retail concept.
Direct peers
- Roger's Gardens: Corona del Mar, California destination garden center known for high-end plants, pottery, and seasonal displays. Most direct comparable peer in terms of premium positioning, design-led merchandising, and Southern California location footprint.
- San Marcos Growers: Santa Barbara, California wholesale nursery specializing in Mediterranean-climate and drought-tolerant plants for landscape professionals. Direct peer to the Grubb & Nadler wholesale growing operation, with overlapping plant palette and trade customer base.
- Armstrong Garden Centers: Largest independent California garden center chain with 30+ retail locations across the state, offering plants, pottery, and garden supplies. Most directly comparable peer given the shared California focus, multi-store retail model, and plant-centric assortment, though Armstrong operates a far broader footprint at a more mass-market price point.
- Yamagami's Nursery: Long-established Cupertino, California garden center focused on premium plants, pottery, and home garden décor. Direct comparable as a Bay Area specialty nursery with a curated, design-forward assortment.
- SummerWinds Nursery: Multi-location California nursery (Bay Area, Sacramento, Phoenix) selling plants, pottery, and outdoor living products. Direct peer in scale and product mix, and one of the few California peers with Phoenix exposure that hints at Flora Grubb Gardens' Western expansion thesis.
- Green Acres Nursery & Supply: Family-owned California garden center chain with multiple Sacramento and Northern California locations, carrying plants, pottery, and landscape services. Direct peer in the California specialty garden center category, though more mass-market and northern-California focused.
- Sloat Garden Center: Bay Area garden center chain with multiple San Francisco-area locations, offering plants, pottery, and design services. Highly comparable on geography (Bay Area), retail format, and the integration of design services with plant sales.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Flora Grubb Gardens social profiles
Digital presenceFlora Grubb Gardens financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flora Grubb Gardens leadership team
Management profileNumber of profiles
Profiles2 records
Flora Grubb Gardens subsidiaries and ownership
Company hierarchySubsidiaries1 record
Flora Grubb Gardens funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flora Grubb Gardens M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Flora Grubb Gardens
What does Flora Grubb Gardens do?
Flora Grubb Gardens is a design-driven retail plant nursery operating two store locations in San Francisco and Los Angeles, selling climate-appropriate plants (most grown on its own 30-acre farms in Rainbow Valley), imported pottery, and premium outdoor furniture including Fermob and Galanter & Jones. The company provides in-store garden design consultation, plant rental for events, same-day delivery, and a DIY potting bench, while its wholesale division Grubb & Nadler supplies trade professionals with contract growing and large-scale sourcing.
Is Flora Grubb Gardens a public or private company?
Flora Grubb Gardens is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Flora Grubb Gardens founded?
Flora Grubb Gardens was founded in 2003. It employs 11 to 50 people.
Where is Flora Grubb Gardens based?
Flora Grubb Gardens is headquartered in San Francisco, United States, in the North America region.
How does Flora Grubb Gardens make money?
Six revenue lines are on record. Retail Plant Sales are the primary driver. The others are garden Pottery and Furniture, delivery Services, design Consultation, plant Rental and wholesale Nursery (Grubb & Nadler).
Who are Flora Grubb Gardens's main competitors?
Terrain is listed as an emerging player. Broad incumbents are Ball Horticultural Company and Monrovia Nursery Company. Direct peers are Roger's Gardens, San Marcos Growers, Armstrong Garden Centers, Yamagami's Nursery, SummerWinds Nursery, Green Acres Nursery & Supply and Sloat Garden Center.
Does Flora Grubb Gardens have an API?
No public API is recorded for Flora Grubb Gardens.
What industry is Flora Grubb Gardens in?
Flora Grubb Gardens's product category is Garden Center / Plant Nursery Retail. Its primary akta.pro industry code is AFAGAHAM, Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers), with a secondary code of AFAGAHAF, Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses). Its NAICS code is 44424 and its SIC code is 5200.