Willoway Nursery
Willoway Nurseries is a family-owned wholesale plant nursery founded in 1954 in Ohio, operating 1,000 acres across 32 states and offering 2,000+ plant varieties to licensed garden centers, landscape contractors, municipalities, and re-wholesale growers via regional field sales.
- Company typePrivate
- Founded1954
- HeadquartersAvon, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Willoway Nursery does
Willoway Nurseries is a family-owned wholesale plant nursery founded in 1954 and headquartered in Avon, Ohio. It operates a B2B wholesale distribution model, selling trees, shrubs, perennials, and greenhouse plants to licensed nurseries, garden centers, landscape contractors, municipalities, colleges and universities, and other verified wholesale buyers. The company manages over 1,000 acres of growing operations, cultivates more than 2,000 plant varieties, and serves customers across 32 U.S. states, ranking in the top 10% of U.S. wholesale nurseries by scale. Pricing is gated behind a wholesale-account verification process, and there is no public e-commerce checkout; transactions are conducted under standard B2B wholesale terms with verified buyers.
The company organizes its offering by plant category — Trees (shade, ornamental, evergreen, fruit, native), Shrubs (boxwood, hydrangeas, roses, evergreen, viburnum), Perennials (sun, shade, ornamental grasses, hostas, native), and Greenhouse — and distributes them through a Shopify-based e-commerce platform. Sales are executed by a regional field-sales organization with named territory managers covering Great Lakes, Southwest, Central Midwest, East Coast (New England and Mid-Atlantic), and a Landscape Direct Team. Willoway also carries a broad portfolio of brand partnerships — including Proven Winners, Endless Summer, Knock Out Roses, NewGen Boxwood, First Editions, Drift Roses, Easy Elegance, American Beauties, and others — alongside internally developed curated collections such as Top of the Crop, Plants That Work Weekly, Danny's Dock Walk, Kelly's Corner, and Leaf & Bud.
The company is privately held with no disclosed external investors, no parent company, and no funding rounds. Marketing presence includes Instagram (@willowaynurseries), video series (Danny's Dock Walk, Kelly's Corner), email newsletters, and trade-event participation (e.g., Cultivate'26). Revenue is not publicly disclosed, and the company describes no proprietary technology, software products, mobile applications, public APIs, or AI/ML capabilities; operations are anchored in horticultural production, regional field sales, and standard B2B wholesale distribution.
Willoway Nursery firmographics
Firmographics- Name
- Willoway Nursery
- Legal name
- Willoway Nurseries
- Website
- https://willowaynurseries.com
- Company type
- Private
- Founded year
- 1954
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Willoway Nurseries is a family-owned wholesale plant nursery founded in 1954 in Ohio, operating 1,000 acres across 32 states and offering 2,000+ plant varieties to licensed garden centers, landscape contractors, municipalities, and re-wholesale growers via regional field sales.
- Ownership category
- akta.pro rank
Willoway Nursery industry classification
Industry- Product category
- Wholesale Nursery Stock
- NAICS
- Nursery and Tree Production (111421), Nursery and Floriculture Production (11142)
- SIC
- Wholesale-Farm Product Raw Materials (5150)
- akta.pro primary industry
- Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)
Keywords
Where Willoway Nursery is headquartered
LocationHeadquarters
- HQ city
- Avon
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Willoway Nursery business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Plant Sales: B2B wholesale sales of nursery stock (trees, shrubs, perennials) to licensed nurseries, garden centers, landscape contractors, municipalities, and other qualifying wholesale buyers. Transactions are wholesale-only with verified customer accounts required to view pricing and place orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | — | Wholesale pricing for verified licensed buyers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Willoway Nursery product offering
Product offeringCore offering
Willoway Nurseries is a wholesale grower of nursery stock that produces and sells trees, shrubs, perennials, and greenhouse plants to licensed trade buyers. Customers must apply for and receive approval of a wholesale account to view pricing and place orders through the company's online catalog. The company offers 2,000+ varieties across 1,000 acres of production capacity in Ohio, distributed through regional sales teams and direct shipment to 32 states.
Product overview
Willoway Nurseries is a family-owned wholesale nursery founded in 1954, operating as a B2B e-commerce platform offering licensed nurseries, garden centers, and landscape contractors access to over 2,000 varieties of trees, shrubs, perennials, and greenhouse plants across 1,000 acres in Ohio. The company serves 32 states and ranks in the top 10% of U.S. wholesale nurseries by scale. Their product portfolio is organized by plant category (Trees, Shrubs, Perennials, Greenhouse) and includes featured collections such as Top of the Crop, Plants That Work Weekly, Danny's Dock Walk, and Kelly's Corner, as well as numerous brand partnerships including Proven Winners, Endless Summer, Knock Out Roses, NewGen Boxwood, First Editions, Bloomables, American Beauties, Bloomin' Easy, Bushel and Berry, Drift Roses, Easy Elegance, WorryFree, Raymond Evison, and their own Plants That Work brand. Customers apply for wholesale accounts to access pricing and place orders through the Shopify-based online platform.
Differentiator
Problem solved
Functional benefit
Brands
- Plants That Work: A collection of reliable plants trialed for quality, consistency, and resilience, including weekly selections.
- Danny's Dock Walk
- Kelly's Corner
- Leaf & Bud
- Top of the Crop
Products and services
- Wholesale Trees Wholesale trees including Shade Trees, Ornamental Trees, Evergreen Trees, Fruit Trees, and Native Trees, sold to verified wholesale buyers.
- Wholesale Shrubs Wholesale shrubs including Boxwood, Hydrangeas, Roses, Evergreen Shrubs, and Viburnum, sold to verified wholesale buyers.
- Wholesale Perennials Wholesale perennials including Sun Perennials, Shade Perennials, Ornamental Grasses, Hostas, and Native Perennials, sold to verified wholesale buyers.
- Greenhouse Plants Greenhouse-grown plants available for wholesale purchase by verified trade buyers.
- Top of the Crop Collection Premium top-performing perennials, shrubs, and garden plants curated and ready to ship to wholesale customers.
- Plants That Work Weekly Weekly curated selection of reliable plants trialed for quality, consistency, and resilience, offered to wholesale buyers.
- Proven Winners Plant Program Distributor-supplied Proven Winners plant varieties, including shrubs, perennials, and specialty plants, offered through Willoway's wholesale catalog.
- Endless Summer Plant Program Distributor-supplied Endless Summer hydrangea and reblooming shrub varieties offered through Willoway's wholesale inventory.
- Knock Out Roses Plant Program Distributor-supplied disease-resistant Knock Out Rose varieties offered through Willoway's wholesale channels.
- Plants That Work Brand Willoway's own proprietary brand of reliable plants trialed for quality, consistency, and resilience, sold to wholesale customers.
Companies that use Willoway Nursery
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Willoway Nursery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Willoway Nursery partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, major and minor.
- Proven WinnerscoreMajor brand partner offering branded plant varieties including shrubs, perennials and specialty plants sold through Willoway's wholesale catalog.
- Endless SummercoreBrand partner specializing in hydrangea varieties carried in Willoway's wholesale inventory.
- Knock Out RosescoreBrand partner for Knock Out Rose varieties distributed through Willoway's wholesale channels.
- First EditionscoreBailey Nurseries brand partner offering specialty plant varieties available through Willoway's wholesale catalog.
- NewGen BoxwoodmajorBrand partner specializing in NewGen boxwood varieties sold through Willoway's wholesale distribution.
- American Beauties Native PlantsmajorNative plants brand partnership offering regionally-appropriate native plant varieties.
- Bloomin' EasyminorBrand partner for easy-care plant varieties distributed through Willoway's catalog.
- Bushel and BerryminorEdible plant brand partner offering berry and fruit varieties for home growers.
- Drift RosescoreConard-Pyle brand partner for Drift groundcover rose varieties sold wholesale.
- Easy Elegance RosescoreRose brand partnership offering low-maintenance rose varieties.
- Raymond Evison ClematisminorSpecialty clematis brand partnership featuring Raymond Evison's introductions.
- WorryFree PlantsminorBrand partner for low-maintenance plant varieties with disease resistance.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Willoway Nursery competitors and assessment
Company assessmentDirect peers
- Carlton Plants: Oregon-based wholesale grower of ornamental trees, shrubs, and liners for the nursery trade. Comparable B2B model and customer base, with regional concentration in the Pacific Northwest.
- J. Frank Schmidt & Son Co. Oregon-based wholesale grower specializing in shade, flowering, and ornamental trees sold to the nursery trade. Directly comparable to Willoway's tree-growing operations and B2B customer mix.
- Monrovia Nursery: California-based wholesale nursery producing premium branded plants for garden centers and landscape professionals nationwide. Directly comparable in product breadth and B2B distribution model, with a larger geographic footprint.
- Prides Corner Farms: Connecticut-based wholesale nursery serving garden centers, landscape contractors, and re-wholesalers across the Northeast. Comparable B2B model, customer mix, and product breadth in an adjacent U.S. region.
- Greenleaf Nursery Company: Oklahoma-based wholesale nursery producing a broad range of ornamental shrubs, trees, and perennials for landscape professionals and retailers across multiple U.S. regions. Directly comparable in scale and product mix.
- Bailey Nurseries: Minnesota-based wholesale nursery grower, one of the largest in the U.S., producing trees, shrubs, and perennials for landscape and garden center customers. Strongly comparable to Willoway in product mix and B2B distribution.
- Star Roses and Plants (Conard-Pyle): Pennsylvania-based wholesale grower and brand owner of Knock Out Roses and Drift Roses - both brands carried by Willoway. Direct peer with overlapping brand and wholesale operations.
- Everde Growers: Large U.S. wholesale nursery (formerly Tree Town USA) producing trees, shrubs, and ornamentals across multiple West Coast and Texas facilities. Comparable in scale (top-tier wholesale grower) and B2B customer mix.
- Woodburn Nursery & Azaleas: Oregon-based wholesale nursery specializing in container-grown ornamental shrubs and azaleas for garden centers and landscapers. Directly comparable wholesale model with overlapping plant categories.
Emerging players
- Midwest Groundcovers: Illinois-based wholesale nursery focused on groundcovers, perennials, and native plants for landscapers in the Midwest. Partial overlap with Willoway's perennials and native plants categories, with a more regional focus.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Willoway Nursery social profiles
Digital presenceWilloway Nursery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Willoway Nursery leadership team
Management profileNumber of profiles
Profiles4 records
Willoway Nursery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Willoway Nursery M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Willoway Nursery
What does Willoway Nursery do?
Willoway Nurseries is a wholesale grower of nursery stock that produces and sells trees, shrubs, perennials, and greenhouse plants to licensed trade buyers. Customers must apply for and receive approval of a wholesale account to view pricing and place orders through the company's online catalog. The company offers 2,000+ varieties across 1,000 acres of production capacity in Ohio, distributed through regional sales teams and direct shipment to 32 states.
Is Willoway Nursery a public or private company?
Willoway Nursery is a private company. It is classified as family owned and is currently operating.
When was Willoway Nursery founded?
Willoway Nursery was founded in 1954. It employs 51 to 100 people.
Where is Willoway Nursery based?
Willoway Nursery is headquartered in Avon, United States, in the North America region.
How does Willoway Nursery make money?
One revenue line is on record: wholesale Plant Sales.
Who are Willoway Nursery's main competitors?
Direct peers on record are Carlton Plants, J. Frank Schmidt & Son Co., Monrovia Nursery, Prides Corner Farms, Greenleaf Nursery Company, Bailey Nurseries, Star Roses and Plants (Conard-Pyle), Everde Growers and Woodburn Nursery & Azaleas. Midwest Groundcovers is listed as an emerging player.
Does Willoway Nursery have an API?
No public API is recorded for Willoway Nursery.
What industry is Willoway Nursery in?
Willoway Nursery's product category is Wholesale Nursery Stock. Its primary akta.pro industry code is AFAGAHAM, Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers). Its NAICS code is 111421 and its SIC code is 5150.