What Seed Super Store does

Seed Super Store (SeedSuperStore.com, Inc.) is a privately held, direct-to-consumer e-commerce company headquartered in Buffalo, New York, founded in 2000 by Drew Kinder. The company sells improved turfgrass seed varieties, proprietary slow-release fertilizers, and supporting lawn-care products to residential homeowners across the United States, operating exclusively through its own website with nationwide FedEx/UPS shipping and free ground delivery on every order. Its merchandising strategy centers on breadth and technical quality, offering over 500 improved turfgrass varieties that exceed the limited assortment typically available at local garden centers and chain retailers.

The product portfolio is anchored by three functional pillars. First, grass seed is offered across the major cool-season species (Bluegrass, Fine Fescue, Perennial Ryegrass, Tall Fescue) plus pre-formulated mixtures (SS6000 shade mix, SS1001 tall fescue brown patch blend, SS9000 perennial ryegrass mix) and individual varieties meeting sod-quality purity standards. Second, two interactive tools drive conversion: Seed Express, a ZIP code-based recommendation engine that matches buyers to varieties based on location and sun exposure, and Seed Customizer, which lets customers assemble custom blends in specified ratios. Third, the proprietary Kinder Blend fertilizer line includes Starter 19-26-6 (72% methylene urea) and Turf Maximizer 23-0-20 (96% methylene urea), golf-course-grade slow-release formulations designed to feed lawns for two months without surge growth; an Anderson's Starter Fertilizer with Mesotrione herbicide-fertilizer combination and StrawMax tackified seeding straw round out the assortment. Technical credibility is supported by staff agronomist Mary Thurn (BS Horticulture, MS Turfgrass Science, Cornell University; 25+ years industry experience).

The business model is straightforward unit-priced DTC e-commerce with no subscriptions or recurring contracts. Average ticket sizes are modest (25 lb fertilizer bags at $67.99-$68.99, 40 lb specialty fertilizer at $87.99, seed at variable pricing by mix and quantity). Customer acquisition is driven by organic content marketing (Knowledge Center, blog, customer portfolio showcase) and product-led growth through the Seed Express and Seed Customizer tools. The company is small (1-10 employees), has no external institutional funding, no acquisitions, no disclosed partnerships, and operates as a single-entity retailer with one warehouse location in Buffalo.

Name

Seed Super Store

Legal name

SeedSuperStore.com, Inc.

Website

https://seedsuperstore.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Lawn and Garden E-commerce Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

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

akta.pro primary industry

Turf & Ornamental Seeds (Lawn, Golf, Landscaping) (AFABAFAG)

Keywords

• Grass seed retail
• Lawn care products
• Turfgrass varieties
• Lawn fertilizer
• Cool season grass seed

Headquarters

HQ city

Buffalo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Product Sales: Seed Super Store generates revenue through direct e-commerce sales of grass seed (various species including Bluegrass, Fine Fescue, Perennial Ryegrass, Tall Fescue, and mixtures), proprietary Kinder Blend fertilizers, and lawn care accessories like mulch and StrawMax seeding straw. Products are sold in quantities from 2 lbs to 100+ lbs with free ground shipping on all orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Seed Super Store is a direct-to-consumer e-commerce retailer that sells premium grass seed, slow-release fertilizers, and lawn care products to homeowners across the United States. The company offers over 500 improved turfgrass varieties, custom seed mixing, and ZIP code-based seed recommendations, sourcing certified and sod-quality seed with proprietary Kinder Blend methylene urea fertilizers.

Product overview

Seed Super Store is an e-commerce platform specializing in superior grass seed and lawn care products for homeowners across the United States. The core product offering centers on two interactive seed selection tools: Seed Express (a ZIP code and sun/shade-based recommendation engine) and Seed Customizer (a custom seed mixing tool). The product portfolio includes individual cool-season grass seed varieties (Bluegrass, Fine Fescue, Perennial Ryegrass, Tall Fescue), pre-formulated mixtures (SS6000, SS1001, SS9000), and three proprietary Kinder Blend fertilizers (Starter, Turf Maximizer, and Anderson's with Mesotrione). Supporting products include Strawmax erosion control mulch and branded merchandise. The company differentiates through certified seed quality (sod quality standards), slow-release methylene urea fertilizers, and extensive technical knowledge resources.

Differentiator

Problem solved

Functional benefit

Products and services

• Seed Express

Quantifiable outcome

• Customers report achieving the best lawn in their neighborhood through use of superior grass seed varieties and Kinder Blend fertilizers
• +1 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• SeedRanch: DTC grass seed retailer offering broad varietal selection and bulk pricing for homeowners and small contractors; operates a comparable e-commerce-first model targeting similar turf customers.
• Hancock Seed Company: Online retailer of grass seed, forage seed, and lawn care products serving homeowners and contractors; operates a comparable DTC e-commerce model with broad multi-category turf offerings.
• Jonathan Green: Direct-to-consumer turfgrass seed and lawn care brand offering Black Beauty grass seed and similar specialty cool-season varieties; competes in the same premium seed niche as Seed Super Store.
• Outsidepride: Online seed retailer selling grass seed, ground cover, and lawn care products with a wide varietal selection across cool- and warm-season species; direct competitor in DTC turf seed.
• Nature's Seed: DTC e-commerce retailer specializing in premium grass seed, wildflower seed, and turf blends with region-specific recommendations; directly comparable catalog depth and homeowner audience.

Broad incumbents

• Pennington Seed: Major grass seed brand owned by Central Garden & Pet selling via retail and online channels across the same turfgrass categories Seed Super Store targets, but at mass-market scale and price.
• Scotts Miracle-Gro: Dominant U.S. lawn care brand (Scotts, Miracle-Gro) selling grass seed and fertilizer nationwide through big-box retail; the principal incumbent Seed Super Store competes against on selection, expertise, and channel.
• Lebanon Seaboard: Professional-grade turf fertilizer and seed manufacturer (Lebanon Pro, PennMulch) supplying golf courses and lawn-care professionals; competitor in premium controlled-release fertilizer technology.
• The Andersons: Commercial-grade fertilizer and lawn care manufacturer including a starter fertilizer with mesotrione carried by Seed Super Store; overlaps directly on premium fertilizer SKUs and methylene-urea-adjacent technology.

Emerging players

• Yard Mastery: Creator-led DTC lawn-care brand selling premium fertilizer and seed products to DIY homeowners inspired by lawn-care YouTube content; an emerging specialist competing for the same premium homeowner segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/seed-super-store

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 Seed Super Store