What Dig Gardens does

Dig Gardens is a privately held retail garden center and lifestyle brand founded in 2004 by husband-and-wife co-founders Will and Cara Meyers, headquartered in Santa Cruz, California, with 13 employees and no external funding. The company operates two brick-and-mortar locations — a 9,000+ square foot flagship at 420 Water St in Santa Cruz and a quarter-acre garden center at 7765 Soquel Dr in Aptos (formerly Hidden Gardens) — supplemented by an e-commerce storefront (diggardens.com) that ships across the United States and carries more than 349 SKUs.

The product mix spans live plants (indoor and outdoor houseplants, specialty handpicked orchids, tillandsia, succulents, cacti, drought-tolerant varieties, blooming perennials, vegetable starts, herbs, and fruit trees), planters and pottery (Romey Pot Collection, Momma Pots, Kendall Pot, Bollé Pot, Beam Pot, terracotta items), garden tools and supplies (pruners, shears, watering cans, fertilizers, moisture meters), outdoor furniture (Fermob sustainable line as principal partner, Mexa handcrafted pieces), and curated lifestyle goods including beauty/wellness, candles and apothecary, barware, kitchenware, pillows and throws, books, and a 'Made in California' collection. Service offerings include paid hands-on workshops priced at $65-$75 (Floating Forest terrarium building, Cork Mounted Orchids, Houseplants 102) and a B2B corporate gifting program with consultation and custom sourcing.

Revenue is generated entirely through transactional one-time purchases: in-store and online retail product sales, physical and electronic gift cards ($20-$500 denominations handled via Square), workshop fees, and corporate gifting contracts. There is no subscription, licensing, or recurring revenue component. Distribution is omnichannel via physical retail, US-shipped e-commerce, and direct B2B outreach for corporate orders; customer acquisition relies on physical foot traffic, local award recognition, Instagram engagement on two branded accounts, and an email newsletter with a 10% first-purchase incentive. Underlying technology is limited to standard e-commerce tooling and Square's payment/gift-card infrastructure, with no proprietary platform, AI capabilities, or software products.

Name

Dig Gardens

Legal name

Dig Gardens

Website

https://diggardens.com

Company type

Private

Founded year

2004

Operating status

Operating

Short description

Dig Gardens is a privately held, bootstrapped garden center and lifestyle retailer founded in 2004 in Santa Cruz, California, operating two brick-and-mortar locations and a US-shipping e-commerce store serving plant enthusiasts, home decor shoppers, local gardeners, tourists, and corporate gifting clients.

Ownership category

akta.pro rank

Product category

Garden Center & Lifestyle Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

akta.pro secondary industry

Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)

Keywords

• Garden center retail
• Indoor plants sales
• Outdoor furniture
• Home goods store
• Garden supplies

Headquarters

HQ city

Santa Cruz

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: In-store and online sales of plants, planters, garden supplies, home goods, candles, beauty products, outdoor furniture, and gifts. Products sold through physical retail locations and e-commerce platform.
2. Gift Cards: Physical gift cards ($20-$500) and electronic gift cards available for purchase. Provides flexible gifting options for customers.
3. Workshops: Educational workshops on plant care including Floating Forest Workshop ($75), Cork Mounted Orchids Workshop ($75), and Houseplants 102 ($65). Hands-on learning experiences for plant enthusiasts.
4. Corporate Gifting Program: B2B corporate gifting services supporting local designers, women, minority and family-owned makers. Provides bulk gift solutions for businesses with consultation and sourcing support.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Dig Gardens operates two brick-and-mortar retail locations in Santa Cruz and Aptos, California, selling indoor and outdoor plants, planters and pots, garden supplies, outdoor furniture, and a curated selection of lifestyle home goods. The company complements retail sales with hands-on plant-care workshops and a corporate gifting program for bulk B2B orders.

Product overview

Dig Gardens is a brick-and-mortar garden center and lifestyle retail brand with two locations in Santa Cruz and Aptos, California, operating since approximately 2004. The business offers a unified retail experience combining plant sales (indoor/outdoor plants, specialty orchids, succulents, vegetables, herbs), pottery and planters (ceramic pots, Momma Pots brand, Romey Collection), garden supplies (tools, fertilizers, moisture meters), outdoor furniture (Fermob sustainable furniture, Mexa handcrafted pieces), and lifestyle home goods including beauty/wellness products, candles, barware, kitchenware, pillows/throws, and books. The company also provides workshops and a corporate gifting program. The online shop extends the physical retail experience, with 349+ products across categories including gift cards and made-in-California curated items.

Differentiator

Problem solved

Functional benefit

Products and services

• Plants (Indoor & Outdoor) Live indoor and outdoor plants including houseplants, specialty orchids, succulents, cacti, drought-tolerant varieties, blooming perennials, vegetable starts, herbs, and fruit trees, available in-shop only.
• Planters + Pots Ceramic and pottery planters, pots, and containers including the Romey Pot Collection, Momma Pots Gemstone Collection, Kendall Pot Collection, Bolle Pot, Beam Pot, and low bowls offered in various sizes and colors.
• Garden Supplies & Tools Garden tools and accessories including pruners, shears, garden scissors, moisture meters, watering cans, fertilizers, bio fungicides, insecticides, garden aprons, gloves, tool belts, kneeling pads, and plant stakes.
• Outdoor Furniture Patio and outdoor furniture featuring the Fermob sustainable outdoor furniture line (including the iconic Bistro collection) and Mexa handcrafted pieces from Jalisco, Mexico, with special orders available for items not in stock.
• Beauty + Wellness Natural and organic beauty products including bar soaps, bath salts, bath bombs, body lotions, hand soaps, roll-on perfumes, shower steams, and hydrosol mists from brands like Broken Top Candle Co., Slow North, and Archipelago.
• Candles + Apothecary Scented candles, reed diffusers, and linen sprays from P.F. Candle Co., Broken Top Candle Co., Voluspa, and Paddywax, plus incense holders.
• Kitchenware Kitchen accessories and tools including serving dishes, mugs, bowls, charcuterie boards, tea towels, and cookbooks.
• Barware Bar accessories including cocktail shakers, tiki glasses, camp craft cocktail kits, syrups from Portland Syrups and Meadowland, cocktail mixers, and bar books.
• Pillows + Throws Home textiles including decorative pillows, throws, and blankets featuring sustainable materials and various textures and designs.
• Books Lifestyle and garden-themed books including cooking, gardening, and design titles.
• Gifts for Men Curated men's gifts including grooming products, soaps, and fragrances from Duke Cannon and Broken Top Candle Co.
• Gift Cards Physical and electronic gift cards available in denominations from $20 to $500 for use in-store and online.
• Made in California Collection Curated collection of products made or designed in California, supporting local artisans and small businesses.
• Workshops Hands-on educational workshops including Floating Forest terrarium building ($75), Cork Mounted Orchids ($75), and Houseplants 102: Beyond the Basics ($65) classes held in person at the store locations.
• Corporate Gifting Program Bulk corporate gifting services supporting local designers, women and minority-owned makers, with custom consultation, inventory sourcing, and holiday ordering assistance.

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• FermobcoreStrategic or Co-development PartnerPrincipal partner store for Fermob, a sustainable outdoor furniture brand from France known for the iconic Bistro line. Partnership provides larger inventory and diverse collection of Fermob outdoor pieces. Fermob has earned Gold Exemplary Recognition by the Sustainable Furnishings Council for environmental commitment.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Sloat Garden Center: Multi-location independent garden center serving the San Francisco Bay Area with plants, garden supplies, and home/gift items. Closely comparable in product mix and community-focused positioning to Dig Gardens' California footprint.
• Armstrong Garden Centers: California-based chain of independent garden centers with broad plant, planter, and outdoor living assortment. Comparable in core garden retail offering across multiple California locations.
• SummerWinds Nursery: Multi-store California nursery and garden center offering plants, garden supplies, and outdoor lifestyle products. Direct comparable on regional garden center retail and product breadth.
• The Sill: Direct-to-consumer indoor plant brand with strong e-commerce and curated planter/pot offerings. Comparable to Dig Gardens' indoor plant and planter business but operating at national scale via digital channels.
• Pike Nurseries: Multi-location independent garden center in the Atlanta metro with plants, garden supplies, and home accents. Comparable as a community-rooted garden retailer offering workshops and lifestyle merchandise alongside core plant categories.
• Bachman's: Long-standing family-owned garden center and floral retailer in Minnesota offering plants, home decor, gifts, and workshops. Comparable as a multi-generational, founder-led garden retailer blending core nursery with curated lifestyle merchandise.
• PlantShed: New York City garden center and plant retailer with strong indoor plant, pot, and gift assortment plus local delivery. Comparable in product mix and urban/lifestyle retail positioning, though serving a different geography.

Broad incumbents

• Terrain: Garden- and home-focused retail concept owned by Anthropologie/URBN, blending plants, outdoor furniture, and lifestyle home goods. Comparable in the curated 'garden as lifestyle' positioning Dig Gardens pursues, with much larger corporate backing.
• Home Depot Garden Center: National big-box retailer with extensive live plant, planter, and outdoor garden departments. Represents the scale competitor against which Dig Gardens must differentiate on curation, expertise, and experience.

Emerging players

• Bloomscape: Online-first indoor plant retailer selling live plants with premium planters shipped directly to consumers. Comparable on indoor plant assortment and planter curation but competes through digital rather than physical channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/diggardens

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 Dig Gardens