Harmony Outdoor Brands

Name

Harmony Outdoor Brands

Legal name

Harmony Outdoor Brands LLC

Website

https://harmonybrands.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

251–500 employees

Short description

Harmony Outdoor Brands is a privately held, US-based distributor of premium turfgrass (sod) operating a network of 150+ local sod farms across the US and Canada, serving homeowners, landscape professionals, and retailers via home improvement centers and direct farm delivery.

Ownership category

akta.pro rank

Product category

Turfgrass and Sod Production

NAICS

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

SIC

Agricultural Production-Crops (100), Retail-Building Materials, Hardware, Garden Supply (5200), Agricultural Services (700)

akta.pro primary industry

Sod, Turfgrass & Groundcover Production (AFAGAHAL)

akta.pro secondary industries

Sod Installation & Lawn Seeding (Turf Establishment) (HSAIAFAO), Turf Management (Sports Fields, Golf Courses) (BPABADAC), Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD)

Keywords

• Sod production
• Turfgrass cultivation
• Lawn care products
• Grass variety distribution
• Sod farm network

Headquarters

HQ city

Sarasota

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Sod Product Sales: Sale of pre-grown grass harvested with layer of soil, sold by square foot, roll, pallet, or piece through retail partners and direct delivery
2. Delivery Services: Home and job site delivery of sod products, with free delivery on orders of one pallet or more
3. Sod Farm Network Membership: Program for sod farms to join the Harmony network, expanding distribution and brand reach

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Harmony Outdoor Brands grows and distributes pre-grown turfgrass sod through a national network of over 150 local sod farms, supplying warm-season and cool-season grass varieties to homeowners, landscapers, golf courses, and sports fields. Products are sold by the piece at retail home-improvement stores and by the pallet with farm-to-customer delivery for larger projects.

Product overview

Harmony Outdoor Brands is a nationwide network of over 150 local sod farms offering premium turfgrass products. The company provides warm-season grasses (Bermuda including TifTuf, St. Augustine, Zoysia, Centipede) and cool-season grasses (Fescue, Bluegrass, Perennial Ryegrass), plus specialty varieties like Tahoma 31. The product portfolio centers on sod sales with supporting services including a sod calculator tool, buy-by-the-piece option for repairs, home/job site delivery, and comprehensive lawn installation guides. The company positions itself as the nation's #1 source for lawns, connecting customers to local farms for climate-appropriate varieties.

Differentiator

Problem solved

Functional benefit

Products and services

• Bermuda Sod A resilient warm-season turfgrass sod designed for active outdoor living. Bermuda develops deep roots and forms a dense, thick carpet that withstands daily wear and tear, making it suitable for lawns, recreational areas, and athletic surfaces. Sold to homeowners and commercial customers.
• TifTuf Bermuda Sod A premium bermudagrass variety engineered for active outdoor living. TifTuf forms deep roots and a dense, thick carpet that withstands daily wear and tear, positioned as a high-performance Bermuda for residential and commercial lawns.
• St. Augustine Sod A warm-season grass suitable for residential yards and commercial use. St. Augustine tolerates heat, humidity, and partial shade; establishes quickly; and features a broad blade with medium-green color, performing well in southern U.S. climates.
• Zoysia Sod A warm-season turfgrass forming a thick, plush blanket of densely packed, deep-green blades. Zoysia is designed for family activities and backyard entertaining, providing dense turf that resists showing extensive wear and tear.
• Centipede Sod A medium-to-light-green, low-maintenance, slow-growing creeping grass well adapted to sandy, acidic soils. Centipede's slow growth means less mowing, and its thick lateral growth crowds out most weeds, requiring very little fertilization.
• Fescue Sod An adaptable cool-season residential turfgrass designed for all-around living. Fescue handles regular use, resists drought and disease, and is child- and pet-friendly with fast germination and lower maintenance requirements.
• Bluegrass Sod A cool-season turfgrass with a deep-green-to-blue color that develops a tightly knit turf when properly cared for. Bluegrass delivers a classic lawn appearance with finely textured grass suited for walking barefoot.
• Perennial Ryegrass Sod An adaptable cool-season turfgrass for all-around residential use. Perennial Ryegrass germinates and grows quickly, suppressing weeds and preventing soil erosion, with low maintenance requirements and resistance to disease and insects.
• Tahoma 31 Bermuda Sod A bermudagrass variety named after the Lushootseed word for "frozen water." Tahoma 31 shows 75% more cold tolerance than other Bermuda varieties, making it suitable for cooler transitional climates in addition to traditional Bermuda zones.
• Home or Job Site Sod Delivery A delivery service bringing Harmony sod directly to a customer's curbside, available for pallet orders of approximately 500 square feet or more. Includes free delivery with one pallet or more, a one-year guarantee, and discounts of up to 50% off on larger orders. Targets residential and commercial buyers needing bulk sod without self-transport.

Quantifiable outcome

• Sod establishes roots in 2-3 weeks under proper watering and care
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Bethel FarmscoreStrategic or Co-development Partner · 14 February 2025Bethel Farms and Harmony Brands operate jointly with shared leadership and strategic initiatives. This partnership includes key hires and promotions across both companies. Bethel Farms is a leading producer and distributor of sustainable agricultural products. Joint operations are based in Arcadia, FL, with combined marketing and communications efforts.
• Sod Shop CompaniescoreChannel Partner/ Reseller/ Distributor · 1 January 2015Sod Shop has been a pivotal partner for Harmony Brands since 2015. The company operates two farms with approximately 1,300 total acres (650 acres near Wichita, KS and 650 acres near Lawrence, KS). They service over 34 stores for Harmony in the eastern half of Kansas, mainly in greater Wichita and Kansas City metro areas. Sod Shop produces tall fescue, bluegrass, bermuda, and zoysia grasses.
• Home Improvement RetailerscoreChannel Partner/ Reseller/ DistributorPartnership with home improvement centers nationwide where Harmony sod is sold by the piece and by pallet. Major retail chains distribute Harmony branded sod products to consumers for residential lawn installation and repair.
• Local Sod Farm NetworkcoreChannel Partner/ Reseller/ DistributorNetwork of over 150 local sod farms across US and Canada that grow and distribute climate-appropriate grass varieties under the Harmony brand. Farms can join the network through the 'Join our sod Farm Network' program to become part of the Harmony family.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sod Solutions: Turfgrass research and licensing company developing improved varieties (including TifTuf and other branded Bermudas that Harmony also offers); directly comparable as a branded sod genetics and grower network.
• Bethel Farms: Sod producer and sustainable agricultural products distributor with shared leadership and joint operations with Harmony Brands; directly comparable as a regional sod grower and distribution partner.

Broad incumbents

• Central Garden & Pet: Pet and garden products company with a lawn and garden segment (Pennington, Amdro, Sevin) selling seeds, fertilizers, and controls; comparable as a broader lawn-and-garden incumbent in the same retail aisles.
• Ewing Irrigation & Landscape Supply: National distributor of irrigation, landscape, and turf supplies to contractors and golf course operators; comparable as a multi-category outdoor supply channel that competes for professional buyer wallet share.
• SiteOne Landscape Supply: Largest U.S. wholesale distributor of nursery, irrigation, hardscape, and turfgrass products to landscape professionals; comparable as a broader landscaping supply channel serving the same pros and golf/sports field customers.
• Scotts Miracle-Gro: Dominant U.S. lawn and garden care company (Miracle-Gro, Scotts Turf Builder) selling fertilizers, seeds, and lawn-care products through the same home improvement retail channels as Harmony; comparable as the incumbent in residential turfgrass.
• Pennington Seed: Major U.S. grass seed and lawn care brand (Penkoted, Smart Seed) selling through the same home improvement retail channels; comparable as a substitute-category incumbent competing for the same DIY lawn consumer.

Regional players

• Southland Sod Farms: Long-established California-based sod grower supplying residential and commercial customers in the western U.S.; comparable as a regional sod producer competing for direct delivery and landscape pro accounts in a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/harmonybrands
• YouTubeyoutube.com/harmonybrands
• Facebookfacebook.com/harmonybrands

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Harmony Outdoor Brands