What Planet Natural does

Planet Natural is a direct-to-consumer e-commerce retailer specializing in natural and organic products for home, lawn, and garden, operating continuously since its 1991 founding by Eric Vinje and his father Wayne. The company runs a single online storefront (planetnatural.com) serving US customers across all 50 states plus Puerto Rico and APO addresses, with shipping fulfilled via FedEx Ground and USPS, and customer support available by phone and email. The legal entity is PN Media LLC, registered in Sheridan, Wyoming, with operations appearing to be handled remotely by a small team (1–10 employees).

The product catalog comprises approximately 3,500 hand-selected SKUs spanning organic fertilizers (Fish & Seaweed, Big Bud), non-treated non-GMO heirloom seeds sourced independently from Seminis, beneficial insects for biological pest control, composting equipment (tumblers, worm bins, tea brewers), natural pest control products, soil amendments, indoor and hydroponic gardening supplies, raised beds, and potting mixes. Pricing is per-unit with no formal tiers or subscription model. The underlying technology stack is a standard WordPress CMS storefront with Stripe and PayPal for payments, Google Analytics for traffic analysis, and Raptive for advertising monetization — there is no proprietary platform, app, or API layer.

The business model is transaction-based retail of curated third-party and in-house branded products, supplemented by owned content marketing assets — 23 how-to guides, 1,000+ educational articles, Guru Guide editorial series (Organic, Vegetable, Tomato, Herb, Rose, Lawn, Composting), and an active community forum — that drive SEO and organic traffic. Customer segments are entirely horizontal consumers: home gardeners, sustainable-living enthusiasts, and natural pest-control seekers. The company is privately held by the founding Vinje family, has no disclosed funding rounds, no institutional investors, and no acquisitions. Revenue, headcount growth, and management succession are not publicly disclosed.

Name

Planet Natural

Legal name

PN Media LLC

Website

https://planetnatural.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Planet Natural is a US direct-to-consumer e-commerce retailer founded in 1991 that sells a curated catalog of natural and organic products for home gardening, pest control, composting, and indoor growing, serving home gardeners and sustainable-living enthusiasts through its own website with phone support and an educational content library.

Ownership category

akta.pro rank

Product category

Organic Gardening Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

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

akta.pro primary industry

Organic & Eco-Friendly Lawn Treatments (HSAIAGAH)

akta.pro secondary industries

Lawn Nutrition & Biostimulants (Compost Tea, Humic/Fulvic, Microbes) (HSAIAGAF), Tree & Shrub Fertilization & Plant Health Care (PHC) (HSAIAGAG)

Keywords

• Organic gardening supplies
• Natural pest control
• Heirloom garden seeds
• Composting equipment
• Beneficial insects

Headquarters

HQ city

Bozeman

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct retail sales of natural and organic gardening products through online storefront. Products include fertilizers, pest control solutions, composting equipment, garden tools, seeds, and growing supplies. Transaction-based revenue from individual purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Planet Natural is an online retailer that sells natural and organic products for home gardening, lawn care, and sustainable living. Its catalog includes organic fertilizers, heirloom seeds, beneficial insects, composting equipment, natural pest control products, soil amendments, garden tools, and indoor gardening supplies, supported by an educational Research Center, Guru Guides, a community Forum, and an "Ask an Expert" service.

Product overview

Planet Natural is an online superstore offering natural and organic products for home, lawn, and garden since 1991. The company operates as a single e-commerce platform with a curated product catalog of approximately 3,500 hand-selected items, supplemented by educational content and community forums. The product portfolio centers on organic fertilizers (Fish & Seaweed, Big Bud), heirloom seeds, beneficial insects for pest control, composting equipment, natural pest control products, soil amendments, and indoor/urban gardening supplies including grow lights and hydroponics. Additional services include a Gardening Research Center with expert guides, the Planet Natural Garden Forum community, and personalized gardening advice through customer service.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Fertilizers
• Heirloom Seeds
• Beneficial Insects
• Composting Equipment
• Natural Pest Control Products
• Soil Amendments
• Garden Tools
• Indoor Gardening Supplies

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• Raptive (CMI Marketing)minorGTM or Marketing PartnerAdvertising partner for placing advertisements on the website. Privacy policy states affiliation with CMI Marketing, Inc. d/b/a Raptive for advertising purposes.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Gardener's Supply Company: Gardener's Supply is a long-established direct-to-consumer retailer specializing in garden supplies, tools, and organic products. Like Planet Natural, it sells to home gardeners across multiple subcategories and combines product sales with educational content and a customer-focused mission.
• Gardens Alive!: Gardens Alive! is a direct-to-consumer retailer of environmentally responsible gardening products, including organic fertilizers, biological pest controls, and beneficial insects — overlapping directly with Planet Natural's core assortment and target customer.
• Arbico Organics: Arbico Organics specializes in organic and biological pest control, including beneficial insects, biopesticides, and natural soil amendments. It is one of the closest direct competitors to Planet Natural's natural-pest-control and organic-input assortment.
• Johnny's Selected Seeds: Johnny's Selected Seeds is a direct-to-consumer and small-farmer seed retailer known for heirloom, organic, and untreated varieties. It overlaps with Planet Natural's heirloom-seed category while also serving a more prosumer/commercial grower base.
• Territorial Seed Company: Territorial Seed is a mail-order/online seed and garden supply retailer offering organic, heirloom, and open-pollinated varieties along with growing supplies — directly comparable to Planet Natural's heirloom-seed and organic-input offering.
• True Leaf Market: True Leaf Market sells heirloom and non-GMO seeds, microgreens, sprouting seeds, and indoor/hydroponic growing supplies. Its microgreens and indoor-gardening focus overlaps significantly with Planet Natural's sprouts/microgreens and indoor gardening categories.

Broad incumbents

• Burpee (Burpee Seeds & Plants): Burpee is a heritage seed-and-plant brand serving home gardeners at much larger scale. While its assortment is broader and less organic-specialized than Planet Natural's, it competes for the same heirloom-seed and home-gardener customer with established brand recognition.
• Home Depot Garden Center: Home Depot operates a large garden center business selling fertilizers, soils, seeds, tools, and pest control at scale. While its assortment is much broader and includes conventional products, it competes with Planet Natural for many overlapping SKU categories.

Emerging players

• Botanic Interests: Botanic Interests sells organic and heirloom seeds with educational seed-pack artwork and content. It competes with Planet Natural specifically in the heirloom/organic seed category with a strong content-driven brand.

Regional players

• Gardenculture (formerly SaferBrand / Woodstream) organic gardening lines: SaferBrand and related Woodstream gardening lines sell organic and natural pest control, fertilizers, and lawn care products through retail channels. While its distribution is broader (retail-shelf), its organic-pest-control offering overlaps meaningfully with Planet Natural's natural-pest assortment.

Market position

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/planetnatural
• Xx.com/planet_natural
• LinkedInlinkedin.com/company/environmental-lawn-care

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 Planet Natural