Johnson Nursery

What Johnson Nursery does

Johnson Nursery Corporation is a family-owned wholesale ornamental plant nursery headquartered on a 300+ acre farm in Willard, North Carolina, founded in 1981 by David Johnson. The company produces more than 2 million plants annually across over 2,000 varieties (annuals, perennials, shrubs, trees, tropicals, grasses, and vines) drawn from brands such as Proven Winners, Southern Living Plant Collection, Encore Azaleas, Drift Roses, and Knock Out Roses. Wholesale operations ship same-week across the entire eastern US using a proprietary rolling-racks system, with orders placed through dedicated account executives and weekly availability updates; the minimum wholesale account purchase is $2,000 annually.

The business is organized around three interconnected divisions. The wholesale division (B2B) sells to garden centers, nurseries, landscapers, and botanical gardens. A retail Garden Center serves individual consumers in eastern North Carolina with in-store shopping, DIY potting, PlantChat consultations, and local delivery within 75 miles. The Gardens of Southeastern North Carolina is a nonprofit 501(c)(3) sister entity that operates the Proven Winners Signature Garden, Trial Gardens, and Comparison Gardens, while also hosting signature events (The Southern Lights holiday show, Grain to Oven farm-to-table experience, wreath workshops, Le Tour de Plants), venue rentals for weddings and corporate events, a four-tier membership program ($100-$1,000/year), and a tiered corporate sponsorship program ($1,000-$15,000). Technology is operational rather than digital: custom-blended potting soil, the rolling-racks shipping system, and Trial/Comparison Garden-based product evaluation.

The company is privately held by the Johnson family; David Johnson serves as President, his wife Jill Johnson as Co-owner, and their son Chason Johnson (NC State, BS Agricultural Business Management) as Vice President of Sales and Marketing since 2014. The company reports 100+ employees and an engaged audience of 9,500+ social followers, 7,000+ email subscribers, 12,000+ annual garden visitors, and 10,000+ event attendees, with no external investors, funding rounds, or M&A activity disclosed.

Name

Johnson Nursery

Legal name

Johnson Nursery Corporation

Website

https://johnson-nursery.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Johnson Nursery is a family-owned wholesale nursery in Willard, NC, producing 2 million+ plants across 2,000+ varieties annually for B2B customers across the eastern US, complemented by a retail garden center, agritourism events, and a nonprofit botanical garden.

Ownership category

akta.pro rank

Product category

Wholesale Ornamental Plant Nursery

NAICS

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

SIC

Agricultural Production-Crops (100), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH)

akta.pro secondary industries

Nursery Stock & Propagule Production (Cuttings, Rootstocks, Grafts) (AFAGAIAO), Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

Keywords

• Wholesale nursery plants
• Ornamental landscape shrubs
• Garden center retail
• Horticultural plant production
• Botanical garden events

Headquarters

HQ city

Willard

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Plant Sales: Bulk sales of plants to wholesale nurseries, independent garden centers, small businesses, arboretums, botanical gardens, and commercial and residential landscapers. Minimum annual purchase of $2,000 required for wholesale accounts. Plants shipped across entire East Coast.
2. Retail Garden Center Sales: In-store shopping and local delivery for individual consumers within 75 miles of the garden center. Products include annuals, perennials, shrubs, trees, tropicals, gardening tools, fertilizers, pots, and accessories.
3. Venue Rentals and Events: Wedding and venue rentals, private events, corporate sponsorships, garden bed and bench sponsorships, and admission to signature events like The Southern Lights holiday show
4. Membership Program: Annual memberships at four levels ($100-$1,000) providing unlimited access, member-only tours, early program access, and discounts on garden center purchases
5. Donations: Tax-deductible donations to The Gardens of Southeastern North Carolina as a 501(c)(3) nonprofit organization supporting conservation, education, and community enrichment

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Johnson Nursery is a wholesale nursery producing over 2,000 ornamental plant varieties (annuals, perennials, shrubs, trees, tropicals, grasses, and vines) — more than 2 million plants annually — sold to garden centers, landscapers, and botanical gardens across the eastern U.S. with same-week delivery. The company also operates a retail Garden Center serving local consumers in eastern North Carolina and runs The Gardens of Southeastern North Carolina, a 300-acre nonprofit botanical garden hosting events, workshops, memberships, and venue rentals.

Product overview

Johnson Nursery operates three interconnected divisions: Wholesale Plants (B2B), Retail Garden Center, and The Gardens of Southeastern North Carolina (nonprofit botanical garden). The Wholesale division offers over 2,000 plant varieties including annuals, perennials, shrubs, tropicals, grasses, and trees with same-week delivery across the eastern US, featuring top brands like Proven Winners, Southern Living Plant Collection, First Editions, Encore Azaleas, Drift Roses, and Knock Out Roses. The Retail Garden Center provides walk-in shopping, expert consultations via PlantChat, DIY potting stations, and local delivery within 75 miles. The Gardens spans 300+ acres featuring a Proven Winners Signature Garden, Trial Gardens, Comparison Garden, and hosts events including Grain to Oven experiences, Holiday Wreath Workshops, Le Tour de Plants, and The Southern Lights seasonal light show. Membership programs and corporate sponsorships support the nonprofit garden operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Wholesale Plants Wholesale plant supply of over 2,000 plant varieties (annuals, perennials, shrubs, tropicals, grasses, vines, and trees) delivered to garden centers, nurseries, landscapers, arboretums, and botanical gardens across the eastern US. Requires minimum annual purchase of $2,000 for wholesale accounts.
• Retail Garden Center Local garden center in Willard, NC offering premium plants (shrubs, trees, perennials, annuals, tropicals, grasses, seasonal flowers), gardening tools, fertilizers, pots, accessories, yard art, and home decor. Includes DIY potting station, expert staff assistance, and local delivery within 75 miles.
• The Gardens of Southeastern North Carolina 300+ acre nonprofit botanical garden featuring a Proven Winners Signature Garden, Trial Gardens, Comparison Garden, nature trails, educational programs, and community event spaces. Free admission on most days; managed as a 501(c)(3) nonprofit sister entity to Johnson Nursery.
• The Southern Lights Signature seasonal holiday light show featuring illuminated walk-through gardens, wood-fired pizza, s'mores, Elf Quest wagon ride, A-Maze-ing Maze, snowball fight arena, seasonal cocktails, and holiday shopping. Runs nightly November through December across 18 nights with 10,000+ attendees annually.
• Grain to Oven Experience Farm-to-table pizza experience where guests harvest grain, mill flour, pick vegetables, create personal pizzas, and bake in a brick oven. Offered as private events for groups of 20+ with June harvest season offering full experience; streamlined version available year-round.
• Holiday Wreath Workshop Hands-on wreath-making workshop for Thanksgiving and Christmas using locally foraged greenery (Juniper, Pine, Magnolia, Cedars) with guided instruction and all materials included. Available as private parties with minimum 5 guests.
• Le Tour de Plants Guided garden tour led by in-house horticulturists featuring comparison garden viewing, voting on plant varieties, light catered meal, and shopping at The Garden Center. Minimum 10 participants required.
• Mixing It Up Workshop Private hands-on planter-building workshop led by Garden Center experts. Includes 16-inch deco pot, 7 plants, and personalized guidance under event tent. Optional catered meal add-on available.
• PlantChat Consultation 30-minute one-on-one gardening consultation with expert staff covering plant selection, care tips, and garden design. Cost of $25 is deducted from any plant purchases made at the garden center.
• Gardens Membership Annual membership program for The Gardens of Southeastern NC with four tiers: Plant ($100/year), Grow ($250/year), Cultivate ($500/year, most popular), and Harvest ($1,000/year). Includes unlimited garden access, member-only tours, early program notifications, event discounts, and Garden Center discounts of up to 30%.
• Corporate Sponsorship Program Year-round corporate sponsorship of The Gardens of Southeastern NC with three levels: Harvester ($10,000), Cultivator ($5,000), and Seed Sower ($1,000). Plus seasonal Southern Lights sponsorships (Corporate Presenter $15,000, VIP Sponsor $10,000, Area Sponsor $5,000). Includes brand visibility, event tickets, and private event opportunities.
• Garden Bed & Bench Sponsorship Opportunity to sponsor garden beds ($1,000-$7,500 annually) or dedicate benches at The Gardens of Southeastern NC, with personalized recognition plaques displayed on-site.
• Venue Rentals Wedding and event venue rental at The Gardens of Southeastern NC accommodating up to 200 guests. Includes tables, chairs, bridal suite, luxury restrooms, 40'x60' white tent, and 250 parking spaces. Rental hours 10AM-11PM. Hourly pricing scaled to guest count: $75/hr (≤50), $100/hr (51-100), $125/hr (101-150), 4-hour minimum.

Quantifiable outcome

• Same-week delivery to eastern US when ordering by 2 PM EST Monday
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Corporate Sponsors (Harvester, Cultivator, Seed Sower)coreGTM or Marketing PartnerYear-round corporate sponsorship program supporting The Gardens mission while providing sponsors brand visibility, event access, storytelling collaborations, and direct engagement with thousands of visitors and members.
• The Southern Lights Sponsors (Corporate Presenter, VIP, Area Sponsors)coreGTM or Marketing PartnerEvent-specific sponsorship for the Southern Lights holiday show (18 nights, 10,000+ attendees) offering premier brand placement, VIP firepit access, signage, and exclusive hosting opportunities for corporate partners.
• Brown Dog Coffee CompanyminorGTM or Marketing PartnerCoffee camper vendor at The Southern Lights event offering hot coffee, teas, and hot cocoa to visitors during the holiday light show.
• Petrea ImportsminorGTM or Marketing PartnerWine tasting vendor on select nights at The Southern Lights featuring premium wines including Amarone and Barolo from their signature collection.
• Karen RootcoreStrategic or Co-development PartnerWilmington-based landscape designer responsible for the landscape design and curation of The Gardens, transforming it into a beautiful botanical garden with her horticulture expertise and guidance.
• Weddings by HudsonminorGTM or Marketing PartnerVirtual tour video provider for wedding and venue rental content, providing professional videography services showcasing The Gardens as a wedding destination.
• Jessica Green PhotographyminorGTM or Marketing PartnerProfessional photographer featured for family portrait sessions at The Gardens, credited for capturing memorable moments in the garden setting.
• Ashley Warren PhotographyminorGTM or Marketing PartnerWedding photography credited for professional wedding images featured on the venue rentals page, showcasing The Gardens as a wedding backdrop.
• Catherine FitzgeraldcoreImplementation/ SI/ Consulting PartnerMembership and Corporate Sponsorship Coordinator managing partnership relationships and sponsorship programs for The Gardens of Southeastern NC.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Monrovia Nursery Company: Large-scale wholesale grower of ornamental shrubs, perennials, and trees sold through independent garden centers and landscape professionals. Directly comparable in core product, customer base, and brand-driven marketing model, though at substantially greater national scale.
• Bailey Nurseries: Fifth-generation wholesale nursery producing container-grown shrubs, perennials, and trees distributed to retailers and landscapers across North America. Highly comparable in wholesale go-to-market, broad SKU strategy, and brand programs (e.g., Endless Summer, First Editions).
• Spring Meadow Nursery: Wholesale grower of woody ornamental liners and shrubs marketed largely through the Proven Winners ColorChoice brand. Directly comparable as a wholesale supplier of branded landscape plants to garden centers, with strong brand-driven marketing similar to Johnson's Proven Winners positioning.
• Greenleaf Nursery Company: Wholesale container nursery producing a wide range of ornamental shrubs, trees, and perennials for garden centers, re-wholesalers, and landscape contractors. Comparable in scale, breadth of offering, and eastern U.S. distribution footprint.
• Star Roses and Plants: Wholesale nursery and brand owner (Knock Out, Drift, Bushel and Berry) selling branded woody ornamentals to retail and landscape customers. Overlaps with Johnson on Drift Roses and Knock Out Roses distribution and a brand-led wholesale model.

Regional players

• Armstrong Garden Centers: Retail garden center chain across California selling plants, garden supplies, and related services to consumers. Comparable in the retail garden center division (PlantChat, DIY potting, expert advice) though operating in a different geography.
• Pike Nurseries: Retail garden center chain in the Southeast (Georgia, North Carolina) with strong in-store horticultural expertise. Comparable retail format to Johnson's garden center, including local delivery and workshops, and overlaps in core southeastern U.S. geography.
• Calloway's Nursery: Texas-based retail garden center chain with workshops, expert consultations, and in-store planting services. Closely comparable consumer-facing offering (workshops, expert advice, premium plants) though focused on a different regional market.

Others

• Proven Winners (Four Star Greenhouse): Plant brand cooperative (Four Star Greenhouse is the exclusive producer of Proven Winners annuals) that licenses and markets branded ornamentals through partner growers including Johnson Nursery. A key supplier/brand partner rather than a direct competitor, and central to Johnson's Signature Garden positioning.

Broad incumbents

• Costa Farms: One of the largest ornamental growers in North America, supplying houseplants, annuals, and perennials to mass and independent retailers. Overlaps in production capability and retail customer base but is significantly larger and broader than Johnson's regional operation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/JohnsonNurseryCorporation
• Facebookfacebook.com/johnson.nurserync
• Instagraminstagram.com/johnson.nursery
• LinkedInlinkedin.com/company/johnson-nursery-corp

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Johnson Nursery