What Fleming's Nurseries does

Fleming's Nurseries is a fourth-generation, family-owned Australian wholesale nursery founded in 1919 in the Dandenong Ranges, Victoria, operating today as Fleming's Nurseries Pty Ltd (ACN 006 532 556). The core business is the propagation, cultivation, and wholesale distribution of ornamental and fruiting trees — from cuttings through to "super-advanced" specimens — spanning more than 180 genera across temperate, native, and tropical categories. Revenue is generated through three operating divisions: a wholesale nursery arm selling to retail nurseries, garden centres, retail/hardware chains, landscapers, developers, and councils (net 30-day terms, account-only, minimum-order basis); a commercial landscaping services arm (Fleming's Landscape Pty Ltd) delivering design and construction for developer-anchored community parks and residential estates such as Clydevale with Abiwood; and a Queensland tropical fruit arm (Fleming's Nurseries Queensland Pty Ltd) specializing in avocados, mangoes, citrus, and exotics.

The company's competitive position rests on a registered intellectual property estate of 14+ proprietary plant varieties under trademark and Plant Breeder's Rights protection — including The Magic Series® and Indian Summer® Lagerstroemia, Enchanted Forest® Cercis, Endless Summer® Hydrangea, Lipstick® Maple, Native™ Introductions, Trixzie® miniature fruit trees, Ballerina® columnar apples, Skinny® fruit trees, Easycare™ apples, Pick of the Crop®, Garden Magic®, Top10® Trees, and the newly launched JALA™ giant avocado. Distribution reaches end consumers indirectly through a national network of 490+ retail stockists across all Australian states and territories; direct customers are wholesale account holders only. Ancillary revenue is generated through Plant Breeder's Rights licensing, and the firm operates with a small headcount of 11–50 employees across its three entities.

Name

Fleming's Nurseries

Legal name

Fleming's Nurseries Pty Ltd

Website

https://flemings.com.au

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

11–50 employees

Short description

Fleming's Nurseries is a fourth-generation, family-owned Australian wholesale nursery (founded 1919, Dandenong Ranges, Victoria) propagating ornamental and fruit trees for distribution through 490+ retail stockists and commercial landscaping clients nationwide.

Ownership category

akta.pro rank

Product category

Wholesale Nursery Stock

NAICS

Nursery and Tree Production (111421)

akta.pro primary industry

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF)

Keywords

• Wholesale nursery
• Ornamental trees
• Fruit trees
• Commercial landscaping
• Tropical fruit varieties

Headquarters

HQ city

Monbulk

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Nursery Stock Sales: Primary revenue stream from wholesale distribution of ornamental trees, fruit trees, and nursery products to nurseries, garden centres, retail chains, landscapers, developers, and councils across Australia. Terms of payment are net 30 days from date of delivery.
2. Commercial Landscaping Services: Revenue from Fleming's Landscapes division providing landscape design and construction services for residential developments, community parks, and commercial projects. Notable projects include the Clydevale estate parks in Melbourne's South East.
3. Plant Breeder's Rights Licensing: Revenue generated through licensing proprietary plant varieties including the Jala avocado, with Fleming's winning best new product recognition for grafted Jala trees at the Greenlife/Nursery and Garden Industry Queensland conference.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Fleming's Nurseries is a wholesale-only producer and propagator of ornamental trees, fruit trees, native plants, and exotic tropical fruit varieties, supplying retail nurseries, garden centres, hardware chains, landscapers, developers, and councils across Australia. The company also operates Fleming's Landscapes, a commercial landscape design and construction division serving property developers, and Fleming's Nurseries Queensland, a tropical fruit specialist division that holds the licensed propagation rights for proprietary varieties such as the JALA giant avocado.

Product overview

Fleming's Nurseries operates as a multi-division horticultural enterprise comprising Fleming's Nurseries (wholesale tree and plant production), Fleming's Landscapes (commercial landscaping services), and Fleming's Nurseries Queensland (tropical fruit specialist). The core product portfolio centers on proprietary ornamental tree series (The Magic Series® Lagerstroemia, Indian Summer® Lagerstroemia, Enchanted Forest® Cercis, Endless Summer® Hydrangea, Lipstick® Maple Trees), branded fruit tree collections (Trixzie® Miniature Fruit Trees, Ballerina® Columnar Apple Trees, Skinny® Fruit Trees, Easycare™ Apple Trees), and curated selection programs (Top10® Trees, Fleming's Pick of the Crop®, Fleming's Garden Magic®). The nursery grows ornamental trees across 180+ genera (Acer, Betula, Cercis, Fagus, Lagerstroemia, Magnolia, Prunus, Quercus, etc.), fruiting trees (apples, stone fruit, citrus), native trees, and exotic tropical varieties. Fleming's Nurseries Queensland division specializes in tropical fruit including the newly launched JALA™ Giant Avocado. The company operates as a wholesale producer selling to retail nurseries, garden centers, landscapers, developers, and councils—not direct to consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Pick of the Crop®: Fruit tree range for home gardens featuring apples, apricots, cherries, nectarines, peaches, pears, plums, and multigrafts
• Garden Magic®
• Top10® Trees
• The Magic Series® Lagerstroemia
• Indian Summer® Lagerstroemia
• Enchanted Forest® Cercis
• Endless Summer® Hydrangea
• Lipstick® Maple Trees
• Native™ Introductions
• Trixzie® Miniature Fruit Trees
• JALA™

Products and services

• Fleming's Pick of the Crop® Hand-selected premium fruiting tree varieties including apples, apricots, cherries, nectarines, peaches, pears, plums, and multigrafts chosen for home garden performance and supplied wholesale to retail outlets.
• Trixzie® Miniature Fruit Trees Dwarf fruit tree varieties suitable for compact gardens and container growing, producing full-sized fruit on smaller trees; sold wholesale to nurseries and garden centres.
• Ballerina® Columnar Apple Trees Narrow, columnar-growing apple trees designed for small spaces and vertical gardening applications; sold wholesale.
• Skinny® Fruit Trees Space-efficient narrow-growing fruit tree varieties suited for tight planting spaces and urban environments; sold wholesale.
• Easycare™ Apple Trees Low-maintenance apple varieties requiring minimal care inputs while producing quality fruit; sold wholesale.
• The Magic Series® Lagerstroemia Proprietary ornamental plant series featuring Lagerstroemia (Crepe Myrtle) varieties with distinctive flowering characteristics; sold wholesale to nurseries and landscapers.
• Indian Summer® Lagerstroemia Proprietary ornamental Lagerstroemia cultivar series offering summer-flowering characteristics for landscaping applications; sold wholesale.
• Enchanted Forest® Cercis Proprietary Cercis (Redbud) ornamental tree series with unique foliage and flowering attributes; sold wholesale.
• Endless Summer® Hydrangea Proprietary Hydrangea series known for extended flowering periods throughout the growing season; sold wholesale.
• Lipstick® Maple Trees Proprietary maple tree series featuring distinctive foliage coloration; sold wholesale to nurseries and landscapers.
• Fleming's Garden Magic® Premium ornamental tree collection featuring curated varieties across multiple species including Acer (Maple), Betula (Birch), Cercis (Redbud), Fagus (Beech), Fraxinus (Ash), Lagerstroemia (Crepe Myrtle), Platanus (Plane), Prunus (Ornamental Plum), Pyrus (Ornamental Pear), Quercus (Oak), and Ulmus (Elm); sold wholesale.
• Native™ Introductions Proprietary collection of Australian native plant varieties developed or selected by Fleming's for the domestic market; sold wholesale.
• Top10® Trees Selection Guide Curated selection of top-performing tree varieties organized into practical categories (Small Trees, Medium Trees, Shade Trees, Autumn Trees, Flowering Trees, Narrow & Screening Trees, Avenue Trees, Purple Foliage Trees, Tough & Hardy Trees, Weeping Trees) to help wholesale customers select trees suited to specific landscape requirements.
• JALA™ Giant Avocado Proprietary giant avocado variety producing oversized fruit (1-1.2kg average, 4x store-bought size) with thick skin, small seed, solid flesh, and slow oxidation. Trees grow up to 10 meters tall, yield well, and are suitable for home gardens. Licensed propagation by Fleming's Nurseries Queensland.
• Citrus Trees (Blood Orange, Grapefruit, Kumquat, Lemon, Lime, Mandarin, Orange, Tangelo) Full range of citrus fruit trees for commercial and home orchard applications; sold wholesale.
• Avocado Trees (Standard & Dwarf) Avocado tree varieties including standard and dwarf cultivars for commercial orchards and home gardens; sold wholesale.
• Mango Trees (Standard & Dwarf) Mango tree varieties including standard and dwarf cultivars for tropical and subtropical growing regions; sold wholesale.
• Stone & Pome Fruit Trees (Apple, Asian Pear, Cherry, Nectarine, Peach, Pecan, Plum) Traditional stone fruit and pome fruit tree varieties for temperate climate cultivation; sold wholesale.
• Weird & Wonderful Exotic Fruit Trees Exotic and unusual tropical fruit tree varieties including Abiu, Carambola, Dragon Fruit, Finger Lime, Grumichama, Jaboticaba, Jackfruit, Loquat, Miracle Fruit, Papaya, Sapote, and Soursop for specialty growers and collectors; sold wholesale.
• Fleming's Landscapes Commercial landscaping services division providing landscape design, construction, and maintenance for community parks, residential estates, and commercial developments. Specializes in botanical elements with extensive canopy development and nature play installations; delivered directly to property developers and commercial clients.

Quantifiable outcome

• 490+ retail stockists nationwide
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Lorna SpackmancoreStrategic or Co-development Partner · 1 September 2024Lorna Spackman (81-year-old retiree from pioneering citrus farming family on Sunshine Coast) partnered with Fleming's Nursery as the breeder and developer of the Jala avocado variety. Her late husband Ken saved a seed from an avocado tree of mystery origins approximately 30 years ago, and together with neighbour John Mongan, they established trial plots and registered the new variety. Fleming's became the licensed propagator, winning best new product award for the grafted trees.
• John MonganminorStrategic or Co-development PartnerNeighbour of Lorna Spackman who received samples of the Jala avocado fruit and 'absolutely loved it'. Joined forces with Spackman to plant more trees and establish official trial plots.
• AbiwoodcoreStrategic or Co-development PartnerProperty developer of the Clydevale estate in Melbourne's South East. Fleming's Landscapes has designed and constructed multiple community parks within this development, including the main park and a second 'junior and pre-teen park space' of approximately 500sqm featuring nature play, climbing walls, fitness equipment, and native plantings. The development will eventually have three parks all designed by Fleming's.
• ABC NewsminorGTM or Marketing PartnerMajor Australian broadcaster that covered the Jala avocado variety launch, providing significant PR exposure for the product ahead of its first release to retail nurseries and home gardeners.
• National Hardware ChaincoreChannel Partner/ Reseller/ DistributorMajor national hardware retailer that purchased the first release of 1,000 Jala avocado trees from Fleming's for retail distribution across their stores in south-east Queensland and north Queensland.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Proteaflora: Australian wholesale nursery specializing in Australian native plants, including proprietary grevillea, banksia, and waratah varieties. Comparable as an Australian wholesale nursery with branded native plant IP, serving landscape and retail customers domestically.
• Perfection Fresh: Australian family-owned horticulture company growing and marketing fresh produce including tomatoes, avocados, berries, and citrus. Comparable as an Australian horticulture family business with similar tropical fruit focus, particularly in avocados.
• Costa Group: Australia's largest horticultural company, producing berries, citrus, avocados, mushrooms, and tomatoes with vertically integrated supply chains. Comparable as a large Australian horticulture peer with overlapping avocado and citrus exposure, though operating at much greater scale and breadth than Fleming's.

Broad incumbents

• Greenyard: Belgian-headquartered global market leader in fresh, frozen, and prepared fruit & vegetables with horticultural supply chain operations. Comparable only at the broad incumbent level as a large horticulture player; does not directly compete with Fleming's ornamental tree focus.
• Ball Horticultural Company: Large, global horticultural company developing and licensing ornamentals, edibles, and cut flowers with a broad portfolio of branded genetics. Comparable as a broader incumbent with overlapping plant-breeding and licensing activities, though larger and more globally diversified than Fleming's.

Direct peers

• Speciality Trees: Australian wholesale nursery producing advanced ornamental and screening trees for landscape professionals, developers, and councils. Direct Australian peer operating in the same wholesale-to-landscaper channel with a focus on advanced-specimen trees.
• Star Roses and Plants: US-based wholesale nursery specializing in branded ornamental plants, roses, woody shrubs, and edibles sold exclusively to independent garden centres and landscape professionals. Comparable in proprietary branded plant development and wholesale channel focus.
• Monrovia Nursery Company: One of the largest wholesale growers of ornamental and landscape plants in North America, selling exclusively through independent garden centres and landscape professionals. Highly comparable to Fleming's in its wholesale-only model, broad proprietary branded plant range, and focus on landscape-grade trees and shrubs.
• Bailey Nurseries: Fifth-generation, family-owned wholesale nursery headquartered in Minnesota, producing ornamental shrubs, trees, and branded lines (e.g., Endless Summer hydrangeas — also carried by Fleming's). Closely comparable in family heritage, branded plant IP, and wholesale-to-retail distribution model.

Emerging players

• Anthony Tesselaar Plants: Australian-based plant breeder and global marketer of proprietary ornamental and edible plant varieties (e.g., Flower Carpet roses, Tropicanna). Comparable as a plant-breeding-led peer that licenses and markets branded varieties through retail channels, though focused on marketing/licensing rather than wholesale propagation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/flemingsnsy
• YouTubeyoutube.com/user/FlemingsNurseries
• Facebookfacebook.com/pages/Flemings-Nurseries/189486337732441
• Instagraminstagram.com/flemingsnurseries
• Pinterestpinterest.com/flemingsnursery

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 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 Fleming's Nurseries