We the Wild

What We the Wild does

We the Wild is an Australian direct-to-consumer and wholesale plant care brand that designs, formulates, and sells organic houseplant care products to indoor plant consumers and corporate gifting buyers. Founded in 2019 and headquartered in Newtown, Sydney, the company operates through wethewild.co for consumers and wethewildwholesale.co for retail stockists, with products hand-packed from its Sydney warehouse and distributed through 100+ Australian nursery and garden center stockists.

The company's product platform is built on a worm-powered organic formulation developed with world-leading microbiologists and horticulturalists. The core offering is a three-product system: Grow Concentrate (liquid plant food with growth-promoting bacillus bacteria, enzymes, and micronutrients), Support Pellets (slow-release fungi and nutrient formulation), and Protect Spray (Neem Oil combined with Australian essential oils). These formulations are reported to contain 200+ active microbes and are certified organic by NASAA (cert 5544M), with pet-safety verified by the Animal Poisons Centre of Australia. Around this core, the company has expanded into a 27-product catalog that includes specialty orchid care (Bloom, Orchid Protect Spray), accessories (Instant Sun Grow Lamp, Self-Watering Globe, Leaf Cleaning Gloves, compostable Fungus Gnat Traps), and curated bundles (Houseplant Starter Kit, Essential Plant Care Trio, Orchid + Houseplant Bundle).

Commercially, We the Wild sells primarily through one-time DTC transactions with no subscription requirement, though product design encourages recurring use, and prices range from $9.84 to $53.80 per SKU with bundles extending up to $161.76. The company reports a customer base of 35,000-100,000+ Australian plant parents and generates marketing reach through earned media (Vogue, Seven Network, Better Homes & Gardens, Sydney Morning Herald), organic social, content marketing via its Wild Words blog, and seasonal sales promotions. Leadership consists of founder Joshua Armstrong; the company is privately held with no disclosed institutional investment, no M&A activity, and 1-10 employees.

Name

We the Wild

Legal name

We the Wild Pty Ltd

Website

https://wethewild.co

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

We the Wild is an Australian D2C and wholesale brand selling NASAA-certified organic, worm-powered plant care products (Grow Concentrate, Support Pellets, Protect Spray) plus accessories and bundles to houseplant enthusiasts and corporate gifting buyers across Australia.

Ownership category

akta.pro rank

Product category

Organic Plant Care Products

NAICS

Pesticide, Fertilizer, and Other Agricultural Chemical Manufacturing (3253), Fertilizer and Compost Manufacturing (32531), Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

Agricultural Chemicals (2870), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Natural/Green Pest Control Products (CRAJAHAK)

Keywords

• Organic plant care
• Houseplant fertilizers
• Plant care products
• Organic gardening
• Indoor plant food

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales of organic plant food, sprays, and accessories through their online store. Products sold as one-time purchases with multiple size options. Upsell through bundles and kits. Revenue is transaction-based with no subscription requirement, though products are designed for recurring use.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

We the Wild manufactures and sells organic plant care products for houseplants, including liquid plant food (Grow Concentrate), slow-release soil pellets (Support), and Neem Oil-based plant spray (Protect). Products are formulated from earthworm castings containing 200+ active microbes and are NASAA certified organic. The company also offers accessories such as grow lamps, self-watering globes, leaf cleaning gloves, sticky traps, and curated kits/bundles.

Product overview

We the Wild is an Australian plant care company offering a portfolio of organic, scientifically-formulated plant care products for indoor plants. The core offering consists of three essential products: Grow Concentrate (liquid plant food), Support Pellets (slow-release plant food), and Protect Spray (Neem Oil plant spray). These three products form the foundation of the plant care system and are also sold bundled together as the Essential Plant Care Trio. The company extends its portfolio with specialty products for orchids (Bloom Flowering Plant Food, Orchid Protect Spray), accessories (Instant Sun Grow Lamp, Self-Watering Globe, Self-Watering Plant Climber, Leaf Cleaning Gloves), pest control solutions (Fungus Gnat Compostable Sticky Traps), and various curated bundles (Houseplant Starter Kit, Low Light Plant Growth Kit, Orchid + Houseplant Bundle). All products are certified organic by NASAA and are safe for pets according to the Animal Poisons Centre of Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Grow Concentrate Organic Liquid Plant Food Highly active organic liquid plant food formulated for fast absorption, containing growth-promoting bacillus bacteria, enzymes, hormones, nutrients and micronutrients. Designed for use on all indoor potted plants year-round.
• Support Organic Slow Release Plant Food Organic support pellets containing beneficial fungi and gentle nutrients formulated to slowly transform soil into a complex ecosystem for plant health. Builds plant strength, immunity, and resilience.
• Protect Organic Plant Spray with Neem Oil Organic plant spray combining Australian essential oils with Neem Oil for broad-spectrum dust protection and leaf remedy. Targets leaves at cellular and topical levels with enzymes to protect from environmental stressors.
• Essential Plant Care Trio Complete indoor plant care kit containing the three core products: Protect Spray, Grow Concentrate, and Support Pellets. Provides A-B-C of plant care: fast growth, healthy leaves, and strong roots.
• Instant Sun Grow Lamp Full-spectrum LED grow lamp made from recycled plant fibre that mimics natural sunlight. Adjustable height (21-73cm), USB-powered, with built-in 16-hour timer for plant photosynthesis and rest cycles.
• Fungus Gnat Compostable Sticky Traps Compostable sticky traps made from corn for catching fungus gnats, whiteflies, aphids, and thrips. Discreet design sticks inside pot rims with reusable storage tin included.
• Leaf Cleaning Gloves High-quality microfibre gloves for cleaning, shining, and enhancing leaves of all sizes. Reusable, universally sized, and machine washable. Best used with Protect Spray.
• Leaf Health Kit With Gloves Combined Protect Spray with Neem Oil and Leaf Cleaning Gloves for shiny, clean, protected leaves year-round. Available in small (250ml spray + gloves) and large (1.25L spray + gloves) sizes.
• Self-Watering Globe Handblown glass self-watering globe that gradually releases moisture over up to two weeks. Refillable and reusable, ideal for keeping plants hydrated while traveling.
• Self-Watering Plant Climber 2-in-1 tool that supports climbing plants and keeps them hydrated via cotton string wick system. Self-waters with no timers or tech, delivering slow consistent moisture flow.
• Brass Propagation Kit Propagation kit including 2x brass propagation stations, Support Pellets 250g, and 'How to Propagate' cheat sheet. Eco-friendly kraft mailer packaging.
• Low Light Plant Growth Kit Kit combining Instant Sun Grow Lamp and Grow Concentrate for supporting plants in dark corners and low light conditions. Available in small, large, and extra large sizes.
• Houseplant Starter Kit

Quantifiable outcome

• Products last 40+ plants for 2-3 months
• +2 more outcomes

Named customers2 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

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Safer Brand: Safer Brand specializes in organic and natural pest control, fungicides, and fertilizers, with strong retail presence in independent garden centers. Its botanical-based pest control portfolio (including Neem products) directly competes with We the Wild's Protect Spray line.
• Scotts Miracle-Gro: Scotts Miracle-Gro is the largest publicly-traded lawn and garden care company globally (Miracle-Gro, Scotts, Ortho brands). While its core range is conventional chemistry, its Hawthorne division focuses on hydroponics and organics, making it a strategic acquirer profile for premium organic plant care brands like We the Wild.
• Yates: Yates is Australia's heritage gardening brand (now owned by DuluxGroup) offering a full range of fertilizers, pest control, and lawn care products across retail chains including Bunnings. It represents the incumbent competitor We the Wild must displace on Australian nursery shelves, and is also the most likely local strategic acquirer.
• Osmocote: Osmocote (Everris / ICL Specialty Fertilizers) is the dominant slow-release fertilizer brand in Australia, widely distributed in nurseries and Bunnings. Its controlled-release fertilizer technology competes with We the Wild's Support Pellets in the same Australian retail channels.

Direct peers

• The Sill: The Sill is a US-based direct-to-consumer houseplant brand that sells plants alongside its own branded plant care products (fertilizers, misters, soils). Like We the Wild, it targets beginner-to-enthusiast indoor plant parents through a content-driven, brand-led model and serves as the closest US analog in terms of customer persona and product range.
• Bloomscape: Bloomscape is a DTC indoor plant brand offering pre-potted plants paired with proprietary plant food and care products. Its business model and audience (urban indoor plant parents willing to pay premium for convenience) closely match We the Wild's positioning, making it a strong direct comparable.
• Espoma Organic: Espoma is an established US organic fertilizer and lawn-care brand whose organic, biological positioning mirrors We the Wild's value proposition. Both target the same customer desire for pet-safe, chemical-free plant nutrition, though Espoma operates at significantly larger scale and broader retail distribution.
• Dr. Earth: Dr. Earth produces organic fertilizers, pest control, and soil amendments with probiotic and mycorrhizal formulations. Its biological-input approach and emphasis on organic certification are directly analogous to We the Wild's worm-powered, microbe-rich formulations.

Regional players

• Léon & George: Léon & George is a US-based indoor plant company offering potted plants bundled with care guides and proprietary plant food. It targets a similar premium urban plant-parent customer and operates as a useful regional US peer, though it does not currently sell in Australia.
• Patch Plants: Patch is a London-based DTC houseplant brand offering plants, pots, and proprietary care products to a design-conscious, urban customer base. Its category overlap with We the Wild is high, though Patch's primary geographic focus is the UK and Western Europe rather than Australia or the US.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wethewildofficial
• Instagraminstagram.com/wethewildofficial
• LinkedInlinkedin.com/company/we-the-wild-plantcare

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 We the Wild