Johnson’s Nursery
Johnson's Nursery is a third-generation, family-owned wholesale plant grower in Menomonee Falls, Wisconsin, operating 600+ acres of production farmland to supply ornamental and shade trees, shrubs, conifers, and perennials to wholesale contractors, municipalities, garden centers, retailers, and homeowners across the Midwest.
- Company typePrivate
- Founded1959
- HeadquartersMenomonee Falls, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Johnson’s Nursery does
Johnson's Nursery, LLC is a third-generation, family-owned wholesale plant grower founded in 1959 and headquartered in Menomonee Falls, Wisconsin. The company operates 600+ acres of production farmland across southeastern Wisconsin — in Menomonee Falls, Jackson, and Germantown — and is the largest regional nursery for flowering ornamental and shade trees, shrubs, conifers, evergreens, and perennials. Its product portfolio centers on Wisconsin-native plants propagated from local seed ecotypes, with field-grown production and acclimation practices designed to deliver landscape-ready plants to the Midwest market.
The business operates across four interlocking channels: wholesale and contractor sales to municipalities, landscape contractors, garden centers, and other nurseries; a retail Plant Center serving homeowners and DIY customers; landscape design and build services; and direct-to-consumer e-commerce via shop.jniplants.com, which also powers an online plant sale fundraiser program donating 15% of sales back to nonprofit partners. Ancillary revenue includes gift cards and customer-segment discounts (Veterans 15%, Family Tree 25%, Wild Ones 30%).
Customers span a broad base — including Mueller Landworks LLC (20+ year wholesale relationship), Waukesha County Parks, the Waukesha County Land Conservancy, schools (Brookfield East HS, Greendale Schools, Amy Belle Elementary, Prairie Hill Waldorf), and environmental nonprofits (Maywood Environmental Park, SOS Save Our Songbirds, Wild Ones Madison). The company maintains an institutionalized community-giving program exceeding $25,000 annually to organizations such as St. Jude, Ducks Unlimited, the Wisconsin Arborist Association, and regional botanical gardens, and supports a content knowledgebase at kb.jniplants.com. The company employs 51-100 people and is led by President Rob Dummert.
Johnson’s Nursery firmographics
Firmographics- Name
- Johnson’s Nursery
- Legal name
- Johnson's Nursery, LLC
- Website
- https://jniplants.com
- Company type
- Private
- Founded year
- 1959
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Johnson's Nursery is a third-generation, family-owned wholesale plant grower in Menomonee Falls, Wisconsin, operating 600+ acres of production farmland to supply ornamental and shade trees, shrubs, conifers, and perennials to wholesale contractors, municipalities, garden centers, retailers, and homeowners across the Midwest.
- Ownership category
- akta.pro rank
Johnson’s Nursery industry classification
Industry- Product category
- Wholesale Plant Nursery
- NAICS
- Nursery and Tree Production (111421), Nursery and Floriculture Production (11142), Nursery, Garden Center, and Farm Supply Retailers (444240), Forest Nurseries and Gathering of Forest Products (113210)
- SIC
- Agricultural Production-Crops (100)
- akta.pro primary industry
- Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF)
- akta.pro secondary industries
- Native Species & Restoration Plant Nurseries (AFAMADAF), Potted Flowering Plants & Bedding Plants Production (Annuals, Perennials, Plugs) (AFAGAHAE), Forest Nurseries & Tree Seedling Production (IMAMAAAC), Landscape Plant & Nursery Stock Wholesalers (Grower-Wholesalers) (AFAGAHAM)
Keywords
Where Johnson’s Nursery is headquartered
LocationHeadquarters
- HQ city
- Menomonee Falls
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Johnson’s Nursery business model
Business model- 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
- Wholesale Plant Sales: Bulk plant sales to municipalities, landscape contractors, garden centers, and other nurseries. Plants shipped across the Midwest including Wisconsin, Illinois, Iowa, Minnesota, and beyond. Pickup available at Menomonee Falls headquarters or Jackson, WI Farm holding yards.
- Retail Plant Sales: Direct sales to homeowners and DIY customers through the Plant Center open to the public in Menomonee Falls, WI. Plants include shade trees, flowering ornamental trees, shrubs, conifers, broadleaf evergreens, fruit trees, and perennials.
- Landscape Design & Build Services: Landscape design and installation services including softscape, mass plantings for residential and commercial properties. Available by appointment.
- Online Plant Sale Fundraisers: Partner with local organizations (schools, foundations, community groups) for online plant sale fundraisers. 15% of all sales donated back to participating organizations. Plants delivered in bulk to organization-chosen pickup locations.
- Gift Cards: Physical gift cards available for purchase online with pickup or mail delivery options. Minimum value of $10.
- Community Donations & Discounts: Veterans receive 15% year-round discount on plants through Retail Department. Family Tree discount of 25% off for new mothers. Wild Ones members receive 30% off Wisconsin native plants in June. Waukesha County Land Conservancy members receive partner discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Gift Cards starting at $10 |
| Unit Pricing | Pay-as-you-go | Veterans Discount - 15% off plants |
| Unit Pricing | Pay-as-you-go | Family Tree Discount - 25% off single plant |
| Unit Pricing | Pay-as-you-go | Wild Ones Member Discount - 30% off natives in June |
| Transaction based/ take rate | Pay-as-you-go | Fundraiser Plant Sales - 15% return to organizations |
| Unit Pricing | Pay-as-you-go | Plant Sizes from #1 perennials to #5+ trees |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Johnson’s Nursery product offering
Product offeringCore offering
Johnson's Nursery propagates and grows wholesale and retail nursery stock — shade and flowering ornamental trees, shrubs, conifers, broadleaf evergreens, fruit trees, and herbaceous perennials — on more than 600 acres in southeastern Wisconsin. The company serves landscape contractors, municipalities, garden centers, and other nurseries through wholesale bulk sales, serves homeowners through a public retail Plant Center, and offers Landscape Design & Build services for residential and commercial properties. Wisconsin native plants grown from wild-collected local seed ecotypes are a specialty, supported by landscape-ready plant sizing from #1 perennials to #5+ trees and plug flats in 32-count and 50-count trays.
Product overview
Johnson's Nursery is a third-generation, family-owned wholesale plant grower based in Menomonee Falls, Wisconsin, that also welcomes the general public. The company operates three core divisions: Wholesale Sales (bulk plants for contractors, municipalities, and nurseries with delivery/shipping), Retail Sales/Plant Center (walk-in sales for homeowners), and Landscape Design & Build (professional installation services). The product portfolio includes mature landscape-ready plants—trees (shade, ornamental, fruit), shrubs, conifers, broadleaf evergreens, and perennials—available in sizes from plug flats (#1 perennials to #5 trees). Wisconsin native plants grown from local ecotypes are a specialty, along with online plant sale fundraisers for community organizations, community tree planting events, and gift cards. The company grows on 600+ acres across southeastern Wisconsin and serves the Midwest region.
Differentiator
Problem solved
Functional benefit
Products and services
- Wholesale & Contractor Plant Sales Bulk wholesale nursery stock sales to municipalities, landscape contractors, garden centers, and other nurseries, with harvest, delivery, and ship services and online availability listings for bulk plant purchases.
- Retail Plant Center Walk-in retail plant sales and shopping at the Menomonee Falls headquarters for homeowners and DIY customers, offering trees, shrubs, perennials, and Wisconsin native plants with plant selection assistance and We Plan-You Plant DIY project support.
- Landscape Design & Build Professional landscape design and installation services including softscape and mass plantings for residential and commercial properties, delivered by appointment through the Landscape Design department.
- Plug Flats (32-count Band and 50-count) Pre-grown plug flats available in 32-count band and 50-count sizes for wholesale and contractor customers, sold online with shipping options from the company's online storefront.
- Gift Cards Physical gift cards available for purchase online with in-store pickup or mail delivery, with a minimum value of $10 and orders processed the next business day.
- Online Plant Sales & Fundraisers Online plant sale platform that partners with local schools, foundations, and community organizations for fundraisers, delivering bulk plant orders to organization-chosen pickup locations and returning 15% of sales to participating organizations.
Quantifiable outcome
- 15% of online plant sale proceeds donated back to participating organizations
- +2 more outcomes
Companies that use Johnson’s Nursery
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Johnson’s Nursery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Johnson’s Nursery partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- Maywood Environmental ParkcoreOnline plant sale fundraiser partner. Plants delivered to Maywood Environmental Park (3615 Mueller Rd, Sheboygan, WI) with customer pickup at location. Sale ends September 4, 2026 with pickup on September 10, 2026. 15% of sales donated to the organization.
- SOS Save Our Songbirds & Wild Ones MadisoncoreJoint online plant sale fundraiser for songbird conservation. Pickup location at 3030 Gateway Pl, Madison, WI. Sale ends September 15, 2026. 15% of sales donated.
- Friends of Gottfried Prairie & Arboretum, Inc.coreOnline plant sale fundraiser partner. Pickup at UW Oshkosh-Fond du Lac. Sale ends October 1, 2026. 15% of sales donated to the organization.
- Waukesha County Land ConservancycoreMember discount partner. Johnson Nursery offers discounts to Waukesha County Land Conservancy members. Since 1992, the conservancy protects environmentally significant land and water in Waukesha County.
- Wild OnescoreNative Plant Appreciation Month partner every June. Members receive 30% off Wisconsin native plants. Johnson Nursery donates a percentage of sales back to Wild Ones.
- Waukesha County ParkscoreCommunity tree planting partner. JNI donated 21 native trees in various sizes (#2-#20). Partnered for Arbor Day 2022 at Minooka Park where over 300 trees were planted with 50+ volunteers.
- Greendale SchoolscoreCommunity tree planting at 4 schools (College Park Elementary, Highland View Elementary, Greendale Middle School, Greendale High School). 100 trees in #5 gallon size donated for educational planting events.
- Prairie Hill Waldorf Schoolminor5th grade class received 6 apple trees in #10-gallon size for community planting experience.
- Retzer Nature CenterminorPlanted 10 trees in #5-gallon size during sustainability fair with community members.
- Forest Exploration CenterminorCollaboration with Wudeward Urban Forest Products and HGA. 16 trees in #5 to #25-gallon size planted for urban forest building.
- Groundwork MilwaukeeminorDonated 4 #5 cherry trees and 6 #10 peach trees for community planting project.
- Amy Belle ElementaryminorLocal education organization receiving financial and product donations as part of Johnson's Nursery annual $25,000+ community giving.
- Blue Lotus CenterminorLocal organization receiving donations as part of community giving program.
- Ducks UnlimitedminorNational wetlands organization receiving support through local donations.
- Boerner Botanical GardensminorFriends of Boerner Botanical Gardens receiving donations.
- Green Bay Botanical GardenminorBotanical garden receiving donations as part of community giving.
- Riveredge Nature CenterminorNature center receiving donations as part of environmental conservation support.
- Wisconsin Arborist AssociationminorIndustry not-for-profit receiving donations as part of green industry support.
- Wisconsin Landscape Contractors AssociationminorIndustry association receiving support through donations.
- St. Jude Children's Research HospitalminorMajor charity receiving donations from Johnson's Nursery.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Johnson’s Nursery competitors and assessment
Company assessmentBroad incumbents
- Monrovia Nursery Company: National wholesale and retail nursery with a broad ornamental plant catalog and large branded container program; competes with Johnson in landscape-ready ornamentals but operates nationally at far greater scale.
Direct peers
- Bailey Nurseries: One of the largest wholesale nursery growers in the U.S., headquartered in Minnesota, producing a broad range of trees, shrubs, and perennials across large acreage for landscape contractors and retailers; the closest scale and business-model comparable to Johnson's Nursery in the upper Midwest.
- Heritage Seedlings & Liners: Oregon-based nursery producing native plants, shrubs, and conifer seedlings; comparable native and restoration-plant specialization though operating in a different geographic wholesale channel.
- McKay Nursery Company: Long-established Wisconsin-based wholesale and retail nursery producing landscape-size trees, shrubs, and evergreens for the upper Midwest; highly comparable product set and regional market.
- Spring Meadow Nursery: Michigan-based wholesale nursery focusing on woody plant liners and branded shrub genetics; comparable wholesale grower operating in the broader Midwest landscape market.
- Midwest Groundcovers: Midwest wholesale grower specializing in landscape-ready perennials, shrubs, and native plants for landscape professionals; comparable combination of native specialization, wholesale model, and landscape-ready offerings.
- Klehm Nursery: Illinois-based multi-generation wholesale grower of trees, shrubs, and ornamentals serving landscape professionals and garden centers; directly comparable geographic focus and product mix to Johnson.
- Siebenthaler Nurseries: Ohio-based multi-generation nursery operating wholesale growing operations plus retail garden centers; comparable hybrid wholesale/retail/community model with long family-business history.
Others
- BFG Supply Company: Green-industry distributor supplying growing supplies, nursery inputs, and related products to nursery and greenhouse operators; comparable customer base to Johnson but operates in distribution rather than production.
Emerging players
- Cold Stream Farm: Michigan-based wholesale nursery specializing in bare-root seedlings, native plants, and forestry stock; overlaps with Johnson on native and restoration plant categories though operating at smaller scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Johnson’s Nursery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Johnson’s Nursery leadership team
Management profileNumber of profiles
Profiles1 record
Johnson’s Nursery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Johnson’s 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 Johnson’s Nursery
What does Johnson’s Nursery do?
Johnson's Nursery propagates and grows wholesale and retail nursery stock — shade and flowering ornamental trees, shrubs, conifers, broadleaf evergreens, fruit trees, and herbaceous perennials — on more than 600 acres in southeastern Wisconsin. The company serves landscape contractors, municipalities, garden centers, and other nurseries through wholesale bulk sales, serves homeowners through a public retail Plant Center, and offers Landscape Design & Build services for residential and commercial properties. Wisconsin native plants grown from wild-collected local seed ecotypes are a specialty, supported by landscape-ready plant sizing from #1 perennials to #5+ trees and plug flats in 32-count and 50-count trays.
Is Johnson’s Nursery a public or private company?
Johnson’s Nursery is a private company. It is classified as family owned and is currently operating.
When was Johnson’s Nursery founded?
Johnson’s Nursery was founded in 1959. It employs 51 to 100 people.
Where is Johnson’s Nursery based?
Johnson’s Nursery is headquartered in Menomonee Falls, United States, in the North America region.
How does Johnson’s Nursery make money?
Six revenue lines are on record. Wholesale Plant Sales are the primary driver. The others are retail Plant Sales, landscape Design & Build Services, online Plant Sale Fundraisers, gift Cards and community Donations & Discounts.
Who are Johnson’s Nursery's main competitors?
Monrovia Nursery Company is listed as a broad incumbent. Direct peers are Bailey Nurseries, Heritage Seedlings & Liners, McKay Nursery Company, Spring Meadow Nursery, Midwest Groundcovers, Klehm Nursery and Siebenthaler Nurseries. BFG Supply Company is listed as an others. Cold Stream Farm is listed as an emerging player.
Does Johnson’s Nursery have an API?
No public API is recorded for Johnson’s Nursery.
What industry is Johnson’s Nursery in?
Johnson’s Nursery's product category is Wholesale Plant Nursery. Its primary akta.pro industry code is AFAGAHAF, Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses), with a secondary code of AFAMADAF, Native Species & Restoration Plant Nurseries. Its NAICS code is 111421 and its SIC code is 100.