What Speciality Trees does

Speciality Trees Pty Ltd is an Australian specialist tree nursery founded in 1977 and headquartered in Narre Warren, Victoria. The company produces and supplies advanced, containerised landscape trees for local government (street plantings, parks, council landscapes), professional landscapers and designers, garden centre retailers, and the general public. Its catalogue spans 400+ tree varieties, with stock offered in container sizes ranging from 14cm pots to 300L specimens, and includes signature protected varieties such as Tristaniopsis laurina 'DOW10' Luscious, Waterhousea floribunda 'ST1' Whisper, Magnolia grandiflora 'Teddy Bear', and Syzygium australe 'SAN01' Straight and Narrow, all protected under Plant Breeder's Rights.

The business model is hardware sales of live plant inventory, with revenue generated through direct-to-customer tree sales supplemented by contract growing services (trees grown to customer specification), a proprietary Complete Tree Starter planter mix, and digital gift vouchers. Pricing is quote-based on trees and zone-based on delivery, with own-fleet delivery across the Melbourne metropolitan area and third-party green-life freight partners used for interstate shipments to country Victoria, New South Wales, Queensland, South Australia, and the Australian Capital Territory. Biosecurity/quarantine regulations prevent sales into Tasmania, the Northern Territory, and Western Australia. The company holds ICA42 certification for Myrtaceae treatment into South Australia and maintains trade counter stock at Plant Multi Nursery Kilsyth.

The company has 11–50 employees, is privately held with no institutional investors disclosed, and operates without venture funding or public-market activity. Go-to-market combines content marketing (blog, monthly newsletter, social channels), an e-commerce-style catalogue site, the Treefinder app partnership for tree discovery, and direct nursery/trade counter pickup. No AI, software platform, or technology layer beyond standard e-commerce and horticultural production is disclosed.

Name

Speciality Trees

Legal name

Speciality Trees Pty Ltd

Website

https://specialitytrees.com.au

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Speciality Trees is a Melbourne-based, family-owned specialist tree nursery founded in 1977 that produces and supplies 400+ varieties of advanced containerised landscape trees to local government, landscaping professionals, retailers, and the general public across eastern Australia.

Ownership category

akta.pro rank

Product category

Ornamental Tree Nursery / Advanced Landscape Trees

NAICS

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

SIC

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

akta.pro primary industry

Nursery Contract Growing & Reforestation Stock Supply (AFAMADAK)

Keywords

• Advanced landscape trees
• Containerised tree nursery
• Tree screening products
• Contract tree growing
• Ornamental nursery stock

Headquarters

HQ city

Narre Warren

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Tree Sales: One-time sales of containerised advanced landscaping trees and screens to local government, landscaping industry professionals, retailers, and the general public. Sales include various container sizes from 14cm pots to 300L specimens.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Speciality Trees is a specialist tree nursery producing and supplying premium quality, environmentally sustainable, advanced containerised landscape trees. The company offers 400+ tree varieties in container sizes from 14cm pots up to 300L specimens, with screening/hedging product lines and a contract growing service for trees grown to precise customer specifications. Sales are direct to local government, landscaping professionals, retailers, and the general public.

Product overview

Speciality Trees is a tree nursery specializing in the environmentally sustainable production of premium quality advanced landscaping trees and screens. The core offering consists of containerised landscape trees sold directly to local government, the landscaping industry, retailers, and the general public. The product portfolio centers on Advanced Landscaping Trees available in various sizes and mature heights, complemented by Tree Screening Products (hedging and screening trees), and add-on products including Complete Tree Starter (proprietary planter mix) and Gift Vouchers. Contract Growing services allow customers to order trees grown to precise specifications.

Differentiator

Problem solved

Functional benefit

Products and services

• Advanced Landscaping Trees Premium quality advanced environmentally sustainable, containerised landscape trees available in sizes from 14cm pots up to 300L specimens, with mature heights ranging from small (4–8m) to giant (20m+). Sold to residential, commercial, and government landscaping customers across Australia.
• Tree Screening Products Specialised trees for hedging, screening, and privacy solutions including formal screening, informal screening, and hedge varieties — comprising native and exotic species that can be clipped to shape or left to grow naturally. For residential and commercial screening applications.
• Contract Growing Service Custom tree growing service allowing customers (typically councils, developers, landscape professionals) to order trees grown to their specific requirements, delivered on-time and to budget. For bulk or custom-spec projects.
• Complete Tree Starter (Planter Mix) Proprietary tree planting preparation product formulated to reduce transplant shock and maximise the speed of establishment. Available in 2L, 5L, 10L, and 15L tub sizes. Sold alongside trees to retail and trade customers.
• Gift Vouchers Digital gift vouchers in nominated amounts, sent electronically to recipients as a sustainable gifting solution for purchasing trees.

Quantifiable outcome

• Trees are strong, structurally balanced and far more resilient to pest and disease due to quality nurturing practices
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor.

• Landscaping VictoriaminorOthersIndustry association membership providing networking and professional development opportunities within the landscaping industry.
• Arboriculture AustraliaminorOthersNational arboriculture industry body membership supporting best practices in tree care and urban forestry.
• Nursery & Garden Industry Victoria (NGIV)minorOthersState industry association membership representing nursery and garden industry professionals in Victoria.
• Australian Institute of Landscape Designers & Managers (AILDM)minorOthersProfessional association membership connecting with landscape designers and managers who specify trees for projects.
• Victorian Tree Industry Organisation (VTIO)minorOthersIndustry body representing the tree industry in Victoria.
• Greenlife Industry AustraliaminorOthersNational greenlife industry association supporting nurseries and plant producers.
• TreefinderminorGTM or Marketing PartnerPartnership with Treefinder app enabling customers to browse 400+ tree varieties and compile lists before purchasing through Speciality Trees website.
• Plant Multi NurseryminorChannel Partner/ Reseller/ DistributorTrade counter arrangement where Plant Multi Nursery Kilsyth stocks a select range of Speciality Trees quality tree stock for trade customers.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Boething Treeland Farms: California-based grower specialising in advanced containerised landscape and screening trees. Directly comparable in advanced tree production for landscaping professionals but operating in a different geography at larger scale.
• Spring Meadow Nursery: Major US wholesale nursery behind the Proven Winners brand, producing branded woody plants. Comparable in branded/protected genetics strategy and broad woody plant catalog, though materially larger in scale.
• Monrovia: Major US-based wholesale nursery producing branded ornamental and landscape plants at national scale. Comparable in product breadth, branded genetics strategy, and direct-to-consumer positioning, but materially larger and broader in geographic reach.
• Bailey Nurseries: Large US wholesale nursery producing landscape trees, shrubs, and ornamentals for B2B and government landscaping channels. Comparable in woody plant breadth and B2G/government contracting, though operating at much greater scale and across a larger market.

Direct peers

• Fleming's Nurseries: Australia's largest wholesale advanced tree nursery, Victoria-based, producing containerised landscape trees for government, landscaping, and retail channels. Directly comparable to Speciality Trees in product category, customer mix, and multi-state distribution model.
• Andreasens Green: Australian wholesale nursery with national distribution producing landscape plants and trees for trade and retail customers. Direct overlap with Speciality Trees in advanced landscape stock and B2B/government segments.
• Humphris Nurseries: Established Melbourne-based wholesale nursery producing landscape trees and ornamental plants for trade customers. Comparable in geography, advanced-stock focus, and B2B landscaping customer base.
• Tesselaar Plants Australia: Australian wholesale plant nursery with contract growing capabilities supplying landscapers and retailers nationally. Directly comparable in advanced plant production and Australian distribution model.
• Yamina Rare Plants: Victoria-based specialist nursery producing rare and unusual landscape trees and ornamentals. Comparable in advanced containerised tree production and premium landscaping customer focus within the same Australian market.

Regional players

• Diggers Club: Australian heritage gardening brand selling plants and seeds directly to consumers through a club and online retail model. Overlaps with Speciality Trees' DTC general public segment in the Australian market, but focuses on retail seed/plant sales rather than advanced landscape tree production.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/specialitytrees
• YouTubeyoutube.com/channel/UC38LerWmqBduIJqqLf1zNhw
• Facebookfacebook.com/SpecialityTrees
• LinkedInlinkedin.com/company/speciality-trees
• Instagraminstagram.com/specialitytrees
• Pinterestpinterest.com.au/specialitytrees

Compliance1 record

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 Speciality Trees