New Growth Designs

What New Growth Designs does

New Growth Designs is a U.S. trade-only wholesale manufacturer of premium artificial plants, trees, flowers, and greenery, founded circa 1994 by Ed Glenn and headquartered in a hand-assembly workshop in Greenville, North Carolina. The company traces its heritage to Jefferson's of Greenville, a family floral business established in 1948, and operates with a staff of 11-50 employees serving interior designers, architects, hospitality groups, commercial developers, and fine retailers through an approved trade account channel. Products are made-to-order with custom sizing and volume order support, and the company maintains a showroom at High Point Market (422 N Hamilton St) in addition to distributing through direct trade account sales.

The product portfolio centers on two proprietary technology platforms. The Faux Fresh® standard governs indoor realism across color calibration, foliage texture, stem structure, and silhouette for trees, plants, and floral arrangements used in luxury residential and commercial interiors. The Enduraleaf® outdoor line is a UV-stable artificial greenery platform tested to over 7,000 hours under ISO 4892-2 accelerated weathering, backed by a 5-year warranty and manufactured with virgin LDPE. Emberleaf® is the company's inherent fire-retardant sub-line certified to NFPA 268-17 by Southwest Research Institute, enabling specification in code-restricted hospitality and commercial environments. The portfolio spans boxwood hedges, topiaries, green walls, indoor trees (fiddle leaf fig, olive, palm, Japanese maple), floral arrangements (orchids, hydrangeas, peonies), and seasonal holiday designs.

Revenue is generated through one-time wholesale purchases from approved trade accounts, with a $250 minimum order and tiered pricing (Level A default, Level B 10% discount at $3K-$6K cumulative, Level C 20% discount above $6K). Distribution is exclusively B2B trade—no direct-to-consumer e-commerce—with drop-ship-to-end-client capability on request. Go-to-market relies on trade shows (High Point Market, MANTS, HD EXPO, BDNY, ASLA, TNLA, iLandscape, Metro Hort), a dedicated sales function (Director of Sales Douglas Orians), and referral-driven account acquisition within the design trade community.

Name

New Growth Designs

Legal name

New Growth Designs

Website

https://newgrowthdesigns.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

New Growth Designs is a trade-only wholesale manufacturer of premium hand-crafted artificial plants, trees, flowers, and greenery serving interior designers, architects, hospitality groups, and commercial developers from its Greenville, North Carolina workshop, leveraging proprietary Faux Fresh®, Enduraleaf™, and Emberleaf® technologies.

Ownership category

akta.pro rank

Product category

Wholesale Artificial Botanicals

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Building Material and Garden Equipment and Supplies Dealers (444)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Artificial Flowers, Silk Florals & Faux Greenery Decor (HSACAOAK)

akta.pro secondary industries

Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG), Outdoor Décor & Garden Accents Retail (Yard Art, Planters Décor, Doormats) (CRAIACAI)

Keywords

• Artificial plants wholesale
• Artificial greenery manufacturer
• UV-resistant outdoor foliage
• Artificial trees florals
• Biophilic design products

Headquarters

HQ city

Greenville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Artificial Botanicals: Sale of hand-crafted artificial plants, trees, and floral arrangements to trade customers including interior designers, architects, hospitality groups, and commercial developers. Products are made to order in North Carolina workshop with custom sizing and volume order support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

New Growth Designs hand-crafts and wholesales premium artificial plants, trees, and floral arrangements to the design trade. The Indoor Artificial Greenery Collection uses proprietary Faux Fresh® realism standards for interior design applications, while the Enduraleaf® Outdoor Collection delivers UV-stable, weather-resistant greenery with a 5-year warranty for exterior commercial landscaping. Custom fabrication services support bespoke sizing and volume orders for qualified trade accounts, with complementary offerings including Emberleaf® fire-retardant greenery and seasonal holiday designs.

Product overview

New Growth Designs is a trade-only wholesale supplier of premium artificial plants, greenery, flowers, and trees, operating through two primary product lines: the Indoor Artificial Greenery Collection featuring hand-crafted trees, plants, and floral arrangements using proprietary Faux Fresh® technology for interior design, and the Enduraleaf® Outdoor Collection offering UV-stable, weather-resistant artificial greenery with a 5-year warranty for exterior applications. Additional offerings include Emberleaf FR fire-retardant greenery for code-compliant installations, plus custom fabrication services for volume orders. The portfolio spans artificial boxwood hedges, topiaries, green walls, trees, shrubs, mixed planters, and seasonal holiday designs—all manufactured in their Greenville, North Carolina workshop.

Differentiator

Problem solved

Functional benefit

Brands

• Enduraleaf: UV-stable, fire-retardant artificial greenery line for outdoor commercial applications including hotels, office buildings, retail environments, rooftops, and architectural landscapes. Features proprietary UV protection technology with a 5-year warranty.
• Emberleaf FR

Products and services

• Indoor Artificial Greenery Collection Hand-crafted artificial plants, trees, and floral arrangements designed using proprietary Faux Fresh® realism standards for interior design applications, including trees, plants, flowers, and greenery for luxury residential and commercial interiors.
• Enduraleaf® Outdoor Collection UV-stable artificial trees, shrubs, and plants engineered for exterior design applications, featuring proprietary UV protection technology with a 5-year warranty for outdoor commercial landscaping including boxwood hedges, topiaries, green walls, mixed planters, and shrubs.
• Emberleaf® FR Greenery Inherent fire-retardant artificial greenery meeting NFPA 268-17 standards certified by Southwest Research Institute, designed for environments with strict fire code restrictions such as hotel entries, commercial buildings, rooftop bars, and pool decks.
• Holiday Floral & Greenery Designs Seasonal artificial floral arrangements and greenery designed for holiday decorating applications at commercial and residential properties.
• Custom Fabrication Services Bespoke artificial botanical fabrication with custom sizing, volume orders, and specification support for qualified trade accounts across interior design and commercial exterior applications.

Quantifiable outcome

• Enduraleaf materials tested to >7000 hours under ISO 4892-2 Accelerated Weathering Test, exceeding industry standards.
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• RH (Restoration Hardware) Hospitality: Luxury home furnishings brand with a hospitality division that sources premium interior décor including greenery and florals. Comparable in serving luxury hospitality customers but as part of a much wider furniture and décor portfolio.
• Pottery Barn Commercial / Williams Sonoma: Large home and commercial décor retailer with broad assortments of faux florals and greenery. Comparable product category but mass-market positioning versus NGD's trade-only premium, custom-fabricated niche.

Regional players

• Architectural Plants: UK-based supplier of unusual and architectural plants, including an artificial range, primarily serving European designers and architects. Comparable product category and design-trade customer base, but geographically non-overlapping with NGD's US focus.

Direct peers

• Artificial Plants Unlimited: Wholesale artificial plant and tree supplier serving designers, architects, and commercial accounts. Directly comparable to NGD in commercial-trade go-to-market and custom tree/plant offerings.
• Commercial Silk International: Manufacturer of large-scale artificial plants, trees, and green walls for commercial interiors including hotels, casinos, and shopping centers. Closely overlaps with NGD's commercial-trade model, custom fabrication, and green-wall product lines.
• Nearly Natural: One of the largest wholesalers of artificial plants, trees, and flowers in the US. Most directly comparable to NGD on product category (silk/faux botanicals) and trade customer base, though with a broader mass-market assortment rather than a trade-only premium niche.
• Afloral: Wholesale and retail supplier of artificial flowers, plants, and wedding/event décor. Comparable to NGD on silk florals and wedding/event professional customer segment, though Afloral also serves direct consumers.
• NatureMaker: Designer and manufacturer of preserved and artificial botanical installations for hotels, restaurants, retail, and corporate lobbies. Comparable to NGD on large-scale interior green installations for hospitality and commercial trade buyers.

Emerging players

• The GreenWall Store: Specialty retailer and installer of artificial green wall panels and living-wall systems. Comparable to NGD's Enduraleaf Green Walls product line for commercial and exterior vertical landscaping applications.

Others

• DURT (artificial plant potting mix) competitors and adjacent decor suppliers: Adjacent décor and horticultural accessory suppliers (pottery, planter makers, faux moss suppliers) that complete the artificial botanical installation ecosystem in which NGD's products are deployed.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/newgrowthdesigns
• Instagraminstagram.com/newgrowthdesigns

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 New Growth Designs