Innocenti & Mangoni Piante

What Innocenti & Mangoni Piante does

Innocenti & Mangoni Piante is a privately held Italian wholesale ornamental plant nursery founded in 1950 and headquartered in Chiazzano (Pistoia), operating as an agricultural partnership (società semplice agricola). The company cultivates over 320 hectares in the Pistoia plain and produces more than 1,500 varieties of ornamental plants, including young plants, open-ground and container-grown plants, shaped plants, and topiary art across 35+ trained shapes. Its primary customers are B2B professionals — garden centers, nurseries, landscape architecture firms, public entities, and general contractors — served exclusively through a wholesale model gated by professional registration.

The company has built a proprietary digital platform comprising a B2B webshop, the I&M PLANT.APP mobile application (iOS/Android), and a 360° virtual tour of the nursery facilities. These tools enable registered professionals to browse a multilingual catalog (Italian, French, English, German, Spanish, Russian), check real-time availability, receive personalized offers, and place orders digitally, supported by dedicated account managers for large enterprise projects. Quality assurance is underpinned by the AUTOFITOVIV phytosanitary self-control system — developed with CNR-IPSP, CREA, and Italian universities — which monitors pathogens in soil, water, and air across the production site. The company holds MPS Class A and Global GAP certifications and has supplied plants to documented international projects including Disneyland Paris, Mandarin Oriental, Mareterra Monaco, PSG Training Center, and Bosco Verticale.

Commercially, the firm generates revenue through wholesale plant sales with pricing negotiated privately per professional account; the public-facing catalog displays €0.00 placeholders and full pricing is accessible only after account validation. Distribution is global in scope, with documented project presence across 11 countries in Europe, Russia, the Caucasus, and North Africa. The company operates no consumer-direct channel and has no external venture or private-equity ownership, having grown organically since 1950 alongside its 75th-anniversary milestone in 2025.

Name

Innocenti & Mangoni Piante

Legal name

Innocenti & Mangoni Piante ssa

Website

https://innocentiemangonipiante.it

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

251–500 employees

Short description

Innocenti & Mangoni Piante is a 75-year-old Italian wholesale ornamental plant nursery in Pistoia, cultivating 1,500+ varieties across 320+ hectares for B2B professionals — garden centers, nurseries, landscape architects, and public entities — via a proprietary webshop and mobile app.

Ownership category

akta.pro rank

Product category

Ornamental Plant Nursery / Wholesale Horticulture

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Tree Production (111421), Nursery and Floriculture Production (11142)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industry

Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH)

Keywords

• Ornamental plant nursery
• Wholesale plant supply
• Landscape architecture plants
• Topiary plant production
• Young plant propagation

Headquarters

HQ city

Pistoia

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Plant Sales: Primary revenue from wholesale production and sale of ornamental plants to professional buyers including nurseries, garden centers, landscape companies, public entities, and general contractors. Products include young plants, open-ground grown plants, container-grown plants, shaped/formatted plants, and topiary art across 1,500+ varieties.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Innocenti & Mangoni Piante is a wholesale production nursery in Pistoia, Italy, cultivating over 1,500 varieties of ornamental plants across 320+ hectares and selling exclusively to professional buyers (nurseries, garden centers, landscape architects, public entities, general contractors). It distributes through a digital platform combining the I&M PLANT.APP mobile application, a B2B webshop with real-time availability and personalized offers, and 360° virtual tours of its nurseries, supported by in-house phytosanitary self-monitoring (AUTOFITOVIV) and MPS Class A / Global GAP certifications.

Product overview

Innocenti & Mangoni Piante operates as a B2B wholesale plant nursery in Pistoia, Italy, with over 320 hectares and more than 1500 varieties of ornamental plants. The company's product portfolio consists of two integrated components: (1) a digital nursery ecosystem comprising the I&M PLANT.APP mobile application, Webshop online ordering platform, and Virtual Tour 360° experience, and (2) core physical production divisions including Giovani Piante (Young Plants), Coltivazione in piena terra (Open Ground Growing), Coltivazione in contenitore (Containerised Growing), Piante Formate (Shaped Plants), and Arte topiaria (Topiary Art). The plant assortment encompasses fruit trees, deciduous and evergreen trees/shrubs, bamboo, conifers, perennial herbs, grasses, palmaceous/succulent plants, creepers, and trees/plants of the future.

Differentiator

Problem solved

Functional benefit

Brands

• I&M PLANT.APP: Digital nursery platform allowing customers to virtually visit the nursery, browse plant varieties, place orders, and receive personalized offers.

Products and services

• I&M PLANT.APP Mobile Application Mobile application for registered professional customers (nurseries, garden centers, landscape architects, public entities, general contractors) enabling real-time plant availability checks, personalized offers, direct communication with assigned sales representatives, order placement, and remote 360° virtual tours of the Pistoia nurseries.
• Professional B2B Webshop B2B online ordering platform for registered professional customers to browse the catalog of 1,500+ plant varieties, view product photos, check real-time availability, access personalized monthly offers, generate orders, and request quotes.
• 360° Virtual Tour of Nurseries 360° virtual tour experience that allows professional customers to remotely explore the Pistoia nursery facilities, including growing areas, greenhouses, and showrooms.
• Giovani Piante (Young Plants) Young ornamental plants produced for the wholesale nursery trade, sold to other nurseries and vivaisti for further propagation and growing into mature plants.
• Coltivazione in piena terra (Open-Ground Grown Plants) Ornamental plants cultivated directly in the open ground of the Pistoia plain, supplied to professional buyers for landscape and nursery use.
• Coltivazione in contenitore (Container-Grown Plants) Ornamental plants cultivated in pots and containers, enabling year-round availability and easier handling and transport for professional buyers.
• Piante Formate (Shaped Plants) Pre-formed ornamental plants trained into specific shapes (spalliera, cono, alto fusto, cilindro, and other forms), supplied to landscape professionals and garden centers.
• Arte Topiaria (Topiary Art) Artistic topiary plants produced at the nursery in shapes ranging from natural to geometric and eccentric forms, with 35+ topiary shape options available to landscape professionals.
• MAGNOLIA 'Stellar Ruby' ® (Exclusive Plant Variety) Exclusive proprietary ornamental plant variety offered as a novelty to registered professional buyers through the company's B2B channels.

Quantifiable outcome

• Supply of plants to over 38 documented international landscape architecture projects across Europe, Russia, Azerbaijan, and Morocco

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Associazione Vivaisti ItalianicoreStrategic or Co-development PartnerLead partner (capofila) of the PID (Progetto Integrato di Distretto) initiative for the Pistoia Ornamental Nursery District. Coordinated 126 participating entities including 39 direct agricultural companies and 43 indirect companies, with total investments of €11,664,142.
• PSR TOSCANA / Regione Toscana / European UnionminorOthersPublic funding body providing €4,525,096.85 in public contribution through the Rural Development Programme (PSR) 2014-2020 for the PID integrated project covering process innovation, renewable energy adoption, and transformation/commercialization investments.
• CNR - Istituto per la Protezione Sostenibile delle Piante (IPSP)minorStrategic or Co-development PartnerScientific research partner in the AUTOFITOVIV phytosanitary self-control project. Contributed scientific expertise for soil, water, and pathogen testing protocols conducted at the Innocenti & Mangoni facilities.
• CREA - Consiglio per la Ricerca in Agricoltura e l'Analisi dell'Economia AgrariaminorStrategic or Co-development PartnerResearch partner in AUTOFITOVIV project through its centers for Defense and Certification (DC) and Horticulture and Nursery (OF). Provided testing and certification support for phytosanitary protocols.
• Università degli Studi di Firenze - DAGRIminorStrategic or Co-development PartnerUniversity of Florence's Department of Agricultural, Food, Environmental and Forestry Sciences participated as a research partner in the AUTOFITOVIV project providing scientific validation of phytosanitary self-control methodologies.
• Università di Pisa - DiSAAA-aminorStrategic or Co-development PartnerUniversity of Pisa's Department of Agricultural, Food and Agro-environmental Sciences participated as a research partner in the AUTOFITOVIV project contributing scientific expertise on sustainable plant protection.
• Accademia dei GeorgofiliminorStrategic or Co-development PartnerInformation and training partner in the AUTOFITOVIV project responsible for dissemination and communication activities to transfer innovation to the wider nursery sector.
• PIN S.c.r.l. - Polo Universitario Città di PratominorStrategic or Co-development PartnerEducational and scientific services consortium serving as the information and communication partner in the AUTOFITOVIV project, supporting knowledge transfer and training activities.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Bruns Pflanzen: One of Europe's largest wholesale tree and specimen plant nurseries, headquartered in Germany, supplying landscape architects and public projects across the continent with container-grown and open-ground trees of comparable scale and breadth.
• Lorenz von Ehren: German family-owned wholesale nursery specializing in large specimen trees and shaped ornamentals for landscape architects, public entities, and luxury developments across Europe. Comparable in customer type and premium positioning.
• Van den Berk Nurseries: Dutch large-tree nursery supplying specimen trees and large-scale landscape projects across Europe, operating a comparable B2B model focused on high-quality specimen ornamentals for prestigious installations.
• Gruppo Padana (Vivai La Marca): Large wholesale ornamental nursery group in the Pistoia / Veneto area producing young plants, container shrubs, and shaped ornamentals for European B2B buyers. Direct head-to-head competitor on volume and variety breadth.
• Vivai Torsanlorenzo: Italian ornamental nursery also based in the Pistoia district, producing trees, shrubs, conifers and Mediterranean species for the European landscape market. Operates at comparable scale and targets similar landscape-architecture and garden-center channels.
• Piante Morselli: Pistoia-based ornamental nursery producing young plants, container ornamentals, and specimen trees for European garden centers and landscape designers — a same-district Italian competitor with overlapping product taxonomy and customer segments.

Broad incumbents

• Syngenta Flowers: Global ornamental seed and cutting breeder serving the floriculture and nursery industry; a larger incumbent providing upstream genetics inputs to ornamental production, comparable through its position in the same value chain.
• Monrovia Nursery Company: Largest US wholesale nursery brand producing container-grown ornamental shrubs, trees, and perennials for independent garden centers and landscape professionals — broad incumbent with comparable B2B garden-center / landscaper go-to-market.
• Ball Horticultural Company: US-headquartered global breeder, producer, and distributor of ornamental flowers, bedding plants, and nursery stock — a broad incumbent serving the same horticulture value chain but at much greater scale and global breadth.
• Dümmen Orange: Global leading breeder and producer of cut flowers, potted plants, and ornamentals headquartered in the Netherlands — a much larger incumbent serving adjacent ornamental categories through a comparable B2B horticulture distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/InnocentiMangoniPiante
• LinkedInlinkedin.com/company/innocentiemangonipiante

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Innocenti & Mangoni Piante