What Naturally Natural does

Naturally Natural (내추럴리내추럴, legal entity (주)풀리프) is a Seoul-based premium plant design studio founded in 2022 by co-directors Park Dong-je (박동제) and Lim Da-yeon (임다연). The company designs, fabricates, and installs custom plant environments for Korean and international fashion brands, hospitality and F&B operators, cultural institutions, and corporate clients. Differentiated from traditional landscaping, the studio positions plants as living sculptural objects that express brand identity, integrating horticultural expertise with spatial design, custom planter fabrication, and concealed irrigation engineering (subsurface drip and popup sprinklers) to enable commercial-grade installations.

The product and service mix combines project-based B2B design services with a direct-to-consumer e-commerce platform (naturallynatural.kr) selling plants, pots, and proprietary plant objects such as the Spring Spring collection (hand-crafted metal springs combined with tillandsia air plants that move to strengthen stem growth) and DYE planter sets. The studio also runs premium classes (e.g., KRW 180,000 private bonsai sessions) and rents its Seodaemun-gu showroom for brand photo shoots and pop-ups. A signature technology surface is Plantailer, an AR-based plant customization platform for client visualization. The portfolio includes 40+ brand collaborations spanning Patagonia, Blackyak (190+ stores nationwide), LG Electronics, MUJI Korea, New Balance, SATUR, 999HUMANITY, the National Museum of Modern and Contemporary Art, and CJ CheilJedang's Restaurant SAN.

The business operates primarily within South Korea across Seoul, Gyeonggi, Jeju, Gyeongsang, Jeolla, and Chungcheong provinces, with a dual-track go-to-market: sales-led B2B project engagements (via website inquiry system) and DTC e-commerce supplemented by a walk-in showroom. The company is privately held, founder-owned, with disclosed participation in the Korea Investment Accelerator (KIA) program in February 2023. Headcount is reported at 1-10 employees, consistent with a boutique design studio scale.

Name

Naturally Natural

Legal name

주)풀리프

Website

https://naturallynatural.kr

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Naturally Natural is a Seoul-based plant design studio that creates custom plant installations for premium fashion brands, hospitality, F&B, corporate, and cultural clients across Korea, complemented by DTC e-commerce sales of plants, planters, and proprietary plant objects.

Ownership category

akta.pro rank

Product category

Plant Design and Indoor Landscaping Services

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)

akta.pro secondary industry

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

Keywords

• Plant design studio
• Commercial landscaping services
• Biophilic interior design
• Indoor plant installation
• Custom planter design

Headquarters

HQ city

Shengdong

HQ country

China

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. B2B Commercial Plant Design Services: Custom plant design and installation services for commercial clients including retail brands, department stores, restaurants, hotels, cultural institutions, and corporate headquarters. Services include concept development, plant selection, custom planter fabrication, installation, and maintenance systems. Revenue is project-based, typically high-value contracts with notable Korean brands and international fashion/hospitality brands operating in Korea.
2. E-commerce Product Sales (B2C): Direct-to-consumer online sales of plants, pots, plant objects, and curated lifestyle products through the company's e-commerce platform. Products range from individual plants (KRW 45,000–550,000) to design objects (KRW 28,000–255,000 for DYE planters) and rugs (KRW 154,000–990,000). Large plants use direct delivery with free base shipping; standard parcels use courier service with conditional free delivery over KRW 200,000.
3. Classes and Workshops: Educational offerings including private bonsai (분재) classes. For example, the Galleria VIP Private Class offered private bonsai making sessions using traditional Korean penjing techniques. Classes are marketed as premium experiences, priced at KRW 180,000 per session.
4. Showroom Venue Rental: The Naturally Natural home/showroom space is available for rent for brand lookbook shoots, product photography, small events, and pop-up activations. Rental is managed through a third-party platform (hourplace.co.kr).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Naturally Natural is a plant design studio that designs, fabricates, and installs living plant environments for commercial and residential clients in South Korea. Core offerings span custom plant design services for brand and commercial spaces (including automated irrigation systems and custom planters), a direct-to-consumer e-commerce shop selling live plants, pots, and proprietary plant objects such as the Spring spring metal-spring tillandsia accessories and DYE planter sets, and an AR-based Plantailer visualization platform for client preview and customization.

Product overview

Naturally Natural operates as a premium plant design studio offering a unified platform that combines physical plant products with professional design services. Their core offerings include live plants (trees, shrubs, ornamental specimens), decorative pots and planters, and proprietary plant objects like the Spring spring collection. The company provides AR-based digital customization through their Plantailer platform. Their product portfolio is organized into four main categories: PRODUCT (plant objects and accessories), PLANT (live plants), POT (containers), and ETC. Services include commercial and residential plant design, space planning, and installation. The company collaborates with major Korean brands including LG, Patagonia, Blackyak, and fashion retailers, while also operating an e-commerce shop for direct consumer sales.

Differentiator

Problem solved

Functional benefit

Brands

• Plantailer: AR-based plant customization platform

Products and services

• Live Plants (식물) Live plants for sale, including trees, shrubs, ornamental plants, Korean native species, pines, maples, and specialty specimens suitable for bonsai and landscape design, sold to individual consumers via the Naturally Natural e-commerce shop and Seoul showroom.
• Pots (화분) Decorative plant containers and pots for indoor and outdoor plant display, sold to individual consumers via the Naturally Natural e-commerce shop.
• DYE (다이) Planter Sets Planter sets combining ceramic DYE planters with curated plant selections (e.g., 500mm DYE + Glossy olive tree), available in Natural and Black colorways, sold to individual consumers and as part of branded commercial interiors.
• Spring spring Plant Objects Decorative plant objects featuring hand-crafted metal springs combined with tillandsia (air plants), creating gentle indoor movement to support growth and stem lignification. Available in MINI, SMALL, and LARGE sizes with multiple spring colors and plant options, sold via the Naturally Natural e-commerce shop.
• Plant Design Services (Brand & Commercial Space, Residential, Object Design) Professional plant design and installation services for commercial and residential spaces — encompassing brand and commercial space design, residential projects, and object design installations — delivered to enterprise and mid-market clients through the company's project inquiry and contact flow.
• Private Plant and Bonsai Classes Educational hands-on classes, including private bonsai (분재) sessions using traditional Korean penjing techniques, marketed as premium experiences for individual consumers and corporate/gallery VIP audiences.
• Plantailer AR Plant Customization Platform AR-based plant customization platform that allows customers and B2B clients to virtually design and preview plant arrangements and custom plant configurations in their spaces before commitment, integrated into Naturally Natural's design service offering.
• Showroom Venue Rental Rental of the company showroom / plant studio space to brands and event organizers for photo shoots, product photography, small events, and pop-up activations.

Quantifiable outcome

• 190+ Blackyak stores designed and maintained nationwide as of 2024, demonstrating sustained partnership trust and execution at scale
• +1 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

24 partnerships are on record, tiered flagship, minor and core.

• MUJI Korea (무인양품)flagshipStrategic or Co-development Partner · 1 January 2025Fresh/preserved plant installations for MUJI's new skincare product launch (2025), featured in major MUJI stores including Lotte World Mall, Gangnam, IFC, Starfield Goyang, and Starfield Suwon. All installations used only fresh preserved plants (no dried flowers) aligned with MUJI's sustainability philosophy of natural, lasting beauty.
• LOAF LOAFminorStrategic or Co-development Partner · 1 January 2025Interior and exterior landscaping for LOAF LOAF bakery cafe in Seoul (August 2025), with seasonal plantings and multi-layered garden design that becomes richer over time, allowing guests to enjoy natural beauty alongside fresh baked goods.
• MUJI Korea (additional)flagshipStrategic or Co-development Partner · 1 January 2025LCDC Pop-up installation for MUJI at Seongsu (September 2025), titled 'Breath In Concrete' — layering natural warmth and life onto a rigid concrete structure, expressing nature's power and possibility within an urban form.
• HETRASminorStrategic or Co-development Partner · 1 January 2024Plant object installation for HETRAS Anguk store (September 2024). Using pine bark (수피) to craft pine tree objects, the installation evokes a sense of natural sensation and references the neighborhood's cultural heritage while expressing HETRAS's premium positioning.
• Modern Animal (APART FROM THAT)minorStrategic or Co-development Partner · 1 January 2024Garden design for Modern Animal (APART FROM THAT) pet-friendly space (February 2024), using the 'NO BOUNDARY' concept — plants flowing seamlessly from indoor to outdoor spaces, evoking open plains, seas, and island atmospheres through grass, groundcover, and centerpiece stems.
• CJ CheilJedang (CJ제일제당)flagshipStrategic or Co-development Partner · 1 January 2024Moss mountain (이끼산) installation for CJ's premium Korean fine dining restaurant '산 SAN' (2024). The installation represents the restaurant's brand identity — a mountain formed from layered moss that changes over time as moss spreads and seeds germinate. Includes automated irrigation system.
• New Balance KoreacoreStrategic or Co-development Partner · 1 January 2024Garden installation for New Balance Seongsu flagship store (October 2024), featuring Korean mountain and forest trees with natural forms that contrast the structured indoor retail environment, symbolizing the balance between design precision and natural beauty.
• PUBGminorStrategic or Co-development Partner · 1 January 2024Full plant design for PUBG Seongsu 'SUMMER VIBES' popup store (July 2024), creating a resort-style atmosphere with tropical plant compositions and oversized palm trees for a summery, vacation-inspired experience.
• 999HUMANITY (Lotte World Mall)coreStrategic or Co-development Partner · 1 January 202424AW pop-up installation for 999HUMANITY at Lotte World Mall (August 2024), applying an alpine plant and rock-garden design inspired by the brand's fingerprint/contour visual identity. Epiphytic plants on rocks represent the brand logo; moss-rock harmony symbolizes coexistence.
• WHIPPEDminorStrategic or Co-development Partner · 1 January 2024Interior landscaping for Whipped House Seongsu (2024), designed around the theme of 'Mom's Flower Garden' — combining lush greenery with watercolor-like floral arrangements to create a dreamy yet warm atmosphere.
• The Weekand Resort (더위크앤)minorStrategic or Co-development Partner · 1 January 2024Pink grass wave installation in the lobby of The Weekand Resort on Yeongjong Island (June 2024), using varied-height grasses to create soft, undulating movement evoking breezy island atmosphere.
• LG Electronics (LG전자)flagshipStrategic or Co-development Partner · 1 January 2023Exterior landscape design for LG Smart Cottage residential space in Jincheon, Chungcheongbuk-do (2023). Naturally Natural designed the outdoor garden around the concept of 'rest-providing nature,' with automated drip irrigation and concealed popup sprinklers. The project demonstrates LG's integration of biophilic design into its smart home ecosystem.
• ANDERSONCminorStrategic or Co-development Partner · 1 January 2023Exterior plant landscaping for the Andersonc Nine One Hannam restaurant (2023). Naturally Natural used elegant ornamental tree specimens and seasonal trees to complement the sophisticated furniture and brunch dining experience.
• HAHOUSEminorStrategic or Co-development Partner · 1 January 2023Co-branded store with 999HUMANITY at HAHOUSE (March 2023). Naturally Natural expressed the theme of continuous sprouting and life energy through dried branches, new growth, and preserved botanicals, creating nature scenes that would be difficult to encounter in reality.
• ANDERSONCminorStrategic or Co-development Partner · 1 January 2023Plant design for Andersonc Nine One Hannam restaurant exterior (2023) — using elegant ornamental trees and seasonal plantings to create a dynamic outdoor dining environment.
• YUSEminorStrategic or Co-development Partner · 1 January 2023Spring pop-up store design for YUSE (2023) at Seongsu, Seoul. The 'NEW BORN' concept was expressed through purple flowers and plants symbolizing new growth and renewal.
• Blackyak (additional campaign)coreStrategic or Co-development Partner · 1 January 2023Moss Forest concept for Blackyak Giheung outlet (2023), using wood chips, moss, and ferns to recreate a deep mountain camping atmosphere within the retail space.
• BlackyakflagshipStrategic or Co-development Partner · 1 September 2022Longstanding plant design partnership covering Blackyak's nationwide store network (190+ stores). Projects include Giheung Moss Forest (2023), Jeju flagship (2023), Blackyak Camp (2023), and Jirisan Base Camp outdoor cultural space (2024). Each location interprets Blackyak's outdoor/mountain brand identity through regionally appropriate plant design — moss forests and ferns for Jeju/Hansan, alpine ferns for Jirisan.
• SATURcoreStrategic or Co-development Partner · 1 July 2022Multiple collaborations including a pop-up store (July 2022), Hyundai Mokdong store plant design (Feb 2023), and Lotte World Mall 'SATUR Garden' installation (Nov 2023). The partnership interprets SATUR's brand identity through nature and plant-based spatial storytelling, aligning with SATUR's resort-inspired aesthetic.
• National Museum of Modern and Contemporary Art (국립현대미술관, MMCA)flagshipStrategic or Co-development Partner · 1 January 2022Complete plant styling for the 10th anniversary of Korea Artist Prize (2022), co-organized with SBS Cultural Foundation. Naturally Natural designed the overall plant environment using magenta pink flowers and wildflowers to create a natural, flowing atmosphere appropriate for a prestigious art award ceremony.
• Patagonia KoreacoreStrategic or Co-development Partner · 1 January 2022Plant installation at the Patagonia Seongsalnaknak flagship store in Seoul (2022). Naturally Natural created a tranquil natural environment beneath Patagonia's mission statement plaque ('We're in business to save our home planet'), using fine-textured plants and aromatic cedar with sub-irrigation planters suitable for commercial retail.
• ODD DEPARTMENTminorStrategic or Co-development Partner · 1 January 2022Space planning and visual interior design for the ODD DEPARTMENT pop-up store (2022), inspired by Fair Isle winter landscapes. Naturally Natural created 'ODD ISLAND' and a warm cabin atmosphere for the contemporary casual brand.
• 999HUMANITYcoreStrategic or Co-development Partner · 1 January 2022Series of collaborations including POP HUB concept (2022), HAHOUSE co-branded store (2023), and Lotte World Mall 24AW pop-up (2024). Naturally Natural applies alpine plant landscapes and rock-garden compositions inspired by 999HUMANITY's fingerprint/contour visual identity, symbolizing the brand's themes of coexistence and diversity.
• Instantwise (인스턴트와이즈)minorStrategic or Co-development Partner · 1 December 2021Collaborative pop-up exhibition 'Naturally Natural x Instantwise' at Seongsu, Seoul (December 2021). The two brands expressed the theme of 'fleeting moments encountered in nature' through Instantwise's distinctive textured ceramics combined with Naturally Natural's plant compositions. The collaboration produced limited ceramic-and-plant objects themed around the concept of '공' (sphere/space).

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Léon & George: Premium indoor plant brand offering designer houseplants and planters plus commercial plant design services for offices, hotels, and events. Comparable to Naturally Natural's premium positioning, dual B2C/B2B model, and emphasis on plants as design objects rather than commodity greenery.
• The Sill: US-based premium indoor plant brand combining direct-to-consumer plant retail with commercial plant design services. Closely comparable to Naturally Natural's positioning as a design-led, premium-priced plant brand serving both B2C customers and B2B commercial clients.
• Bloomscape: Online indoor plant retailer selling mature, design-forward plants directly to consumers with a focus on home décor use cases. Comparable on the e-commerce plant retail side of Naturally Natural's business, with similar premium, design-led brand positioning.
• Habitat Horticulture: Biophilic design and living wall installation firm specializing in plant installations for commercial real estate, corporate offices, and hospitality venues. Comparable to Naturally Natural on the commercial plant installation and maintenance side, including automated irrigation integration.
• PlantShed: New York-based plant and floral design studio serving hotels, brands, and events with custom installations and venue styling. Directly comparable on Naturally Natural's core B2B plant design motion for premium commercial and cultural clients.

Emerging players

• UrbanStems: Online plant and flower delivery brand with design-forward branding targeting modern consumers and corporate gifting. Comparable to Naturally Natural on the curated plant/flower e-commerce side but with a more mass-market positioning and US focus.
• Jungalow: Plant-centric interior design brand and media company offering home décor, plant styling guidance, and lifestyle content. Adjacent peer reflecting the design-led, content-driven plant lifestyle category Naturally Natural operates in, though primarily consumer-facing rather than B2B services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@naturallynatural2737
• Instagraminstagram.com/naturallynatural_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Naturally Natural