Greendigs
Greendigs is a Las Vegas-based, private direct-to-consumer retailer founded in 2018 that sells indoor plants and accessories online to home consumers seeking to enhance their living spaces with greenery.
- Company typePrivate
- Founded2018
- HeadquartersLas Vegas, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Greendigs does
Greendigs is a Las Vegas-based, privately held direct-to-consumer retailer founded in 2018 that sells indoor plants and accessories, targeting home consumers seeking to enhance their living spaces with greenery. The company operates an owned e-commerce storefront at shopgreendigs.com and runs an organization of 101-250 employees. Its go-to-market is product-led and digital-first, centered on self-serve online purchase of plant products by individual consumers, with no evidence in the source material of B2B, wholesale, marketplace, or retail-store distribution channels. Pricing model, AOV, gross margin, and unit economics are not disclosed. The founder and CEO is identified as Russ Johnson; no other leadership, board composition, investor base, or capital structure information is provided. The input data does not include any product-level technical specifications, proprietary technology, IP portfolio, supply-chain detail, or strategic milestones directly attributable to Greendigs beyond the founding and the e-commerce launch. The majority of the provided source material describes AeroGarden, a Scotts Miracle-Gro hydroponic indoor gardening hardware brand, and Scotts Miracle-Gro corporate activity. No corporate, operational, ownership, supplier, distribution, or competitive linkage between Greendigs and AeroGarden or Scotts Miracle-Gro is established in the source. As a result, claims about proprietary hydroponic technology, grow-light hardware, Scotts Miracle-Gro distribution, or branded product lines from that material cannot be attributed to Greendigs with confidence, and this analysis is constrained to what the firmographic and leadership data directly support.
Greendigs firmographics
Firmographics- Name
- Greendigs
- Website
- https://shopgreendigs.com
- Company type
- Private
- Founded year
- 2018
- Headcount range
- 1–10 employees
- Short description
- Greendigs is a Las Vegas-based, private direct-to-consumer retailer founded in 2018 that sells indoor plants and accessories online to home consumers seeking to enhance their living spaces with greenery.
- Ownership category
- akta.pro rank
Greendigs industry classification
Industry- Product category
- Indoor Plant Retail
- NAICS
- Nursery, Garden Center, and Farm Supply Retailers (44424)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)
Keywords
Where Greendigs is headquartered
LocationHeadquarters
- HQ city
- Las Vegas
- HQ country
- United States
- HQ region
- North America
Markets served
Greendigs business model
Business model- GTM type
- B2C
- Offering type
- Services
Revenue model
- Hardware Sales: Primary revenue from selling physical hydroponic gardening systems including gardens, seed kits, accessories, and grow lights. One-time hardware purchase model with ongoing seed kit replacements as consumables.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Products available at various price points |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Greendigs product offering
Product offeringCore offering
Greendigs operates an online retail business selling indoor plants and plant-related accessories aimed at enhancing home interiors with greenery. Founded in 2018 and headquartered in Las Vegas, the company targets home consumers through direct e-commerce sales via its shopgreendigs.com storefront rather than through third-party retail channels.
Differentiator
Problem solved
Functional benefit
Products and services
- Indoor Plants and Accessories Curated indoor plants and complementary accessories (such as pots, planters, and decor items) sold via shopgreendigs.com to home consumers for enhancing residential interiors with greenery.
Companies that use Greendigs
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Greendigs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Greendigs partnerships and signals
Strategic signalScale indicators2 records
Recent moves2 records
Greendigs competitors and assessment
Company assessmentDirect peers
- Léon & George: Premium indoor plant and planter DTC brand focused on larger houseplants and designer pots. Comparable to Greendigs on target consumer, premium positioning, and e-commerce-led sales.
- Bloomscape: Online-first indoor plant retailer delivering potted houseplants with branded planters and care accessories. Directly comparable to Greendigs on assortment, customer segment, and DTC-first distribution.
- The Sill: DTC indoor plant retailer selling potted houseplants and accessories direct to consumers online. Closely comparable to Greendigs in product mix, customer base (urban home gardeners), and product-led e-commerce go-to-market.
Broad incumbents
- Costa Farms: One of the largest North American growers and retailers of indoor and outdoor plants. Comparable assortment breadth (live plants plus accessories) and similar consumer target, but at materially larger scale.
- Terrain: Garden lifestyle retailer (Anthropologie Group) selling plants, planters, and outdoor/garden décor. Comparable on premium plant-and-accessory merchandising and home gardener target customer.
- ProFlowers: National online plant and floral gifting retailer. Comparable on indoor plant gifting use case and e-commerce direct-to-consumer motion, though broader assortment including flowers and gift bundles.
- West Elm: National home furnishings retailer with an expanding indoor plants and planters assortment. Comparable on urban, design-oriented home consumer and on overlapping planters/accessories merchandising.
- AeroGarden (Scotts Miracle-Gro): Scotts Miracle-Gro's indoor hydroponic gardening hardware brand. Overlaps with Greendigs on indoor gardening consumer segment and growing accessories; broader incumbent due to scale and parent distribution.
- Gardener's Supply Company: Established multi-channel retailer of gardening supplies, planters, and indoor growing products. Comparable on gardening accessories and planters category and on serving both DIY and indoor gardening consumers.
Emerging players
- Lula's Garden: DTC indoor succulent and plant garden brand focused on gifting. Comparable to Greendigs on indoor plant gifting positioning and direct-to-consumer e-commerce, though narrower assortment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
Greendigs social profiles
Digital presenceGreendigs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greendigs leadership team
Management profileNumber of profiles
Profiles1 record
Greendigs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greendigs 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 Greendigs
What does Greendigs do?
Greendigs operates an online retail business selling indoor plants and plant-related accessories aimed at enhancing home interiors with greenery. Founded in 2018 and headquartered in Las Vegas, the company targets home consumers through direct e-commerce sales via its shopgreendigs.com storefront rather than through third-party retail channels.
When was Greendigs founded?
Greendigs was founded in 2018. It employs 1 to 10 people.
Where is Greendigs based?
Greendigs is headquartered in Las Vegas, United States, in the North America region.
How does Greendigs make money?
One revenue line is on record: hardware Sales.
Who are Greendigs's main competitors?
Direct peers on record are Léon & George, Bloomscape and The Sill. Broad incumbents are Costa Farms, Terrain, ProFlowers, West Elm, AeroGarden (Scotts Miracle-Gro) and Gardener's Supply Company. Lula's Garden is listed as an emerging player.
Does Greendigs have an API?
No public API is recorded for Greendigs.
What industry is Greendigs in?
Greendigs's product category is Indoor Plant Retail. Its primary akta.pro industry code is CRAIACAG, Indoor Plants, Faux Florals & Botanical Décor Retail. Its NAICS code is 44424 and its SIC code is 5200.