Lilydale Instant Lawn

What Lilydale Instant Lawn does

Lilydale Instant Lawn Pty Ltd is a privately held, family-owned turf producer and supplier founded in 1985 and headquartered in Yarra Glen, Victoria, Australia. The company grows and harvests four core premium turf varieties — Sir Walter DNA Certified Buffalo, TifTuf Bermuda, Eureka Premium VG Kikuyu and Sir Grange — across three AusGAP-certified Victorian farms located in Yarra Glen, Pakenham and Lindenow, producing approximately 1,000,000 square metres of turf per year. Its go-to-market combines a self-serve e-commerce site (with turf calculator and lawn quiz tools), phone ordering, and an owned semi-trailer delivery fleet with Moffett all-terrain forklifts for on-site placement, delivering six days a week across Melbourne metro and regional Victoria.

The business serves three customer segments: residential homeowners (primary), trade landscapers and builders, and commercial buyers such as councils, developers and sporting facilities. Beyond the core turf sale, Lilydale operates an online Lawn Care Shop selling fertilisers, herbicides, fungicides, pest control products, wetting agents and tools, and distributes Husqvarna Automower robotic mowers as a complementary offering. Pricing is per square metre (Sir Walter from $15.30/m²) with minimum order thresholds, regional delivery fees, separate trade pricing, and a free starter kit plus 10-year warranty and lifetime lawn-advice support bundled with every turf order.

The company differentiates through locally grown Victorian varieties, a REAL quality-assurance program (Reserved, Extra 20%, Agreed, Longitude/Latitude), founding-membership credentials in Lawn Solutions Australia, and industry accreditations (AusGAP, ITGAP, AILA, Natspec, NGIV). It markets via an educational blog, regional SEO, lawn quiz and turf calculator tools, organic social (Facebook, Instagram, Pinterest, LinkedIn), email newsletters, and a past-projects gallery, with notable brand exposure from Sir Walter DNA Certified Buffalo's 2024 feature on The Block. Revenue is not publicly disclosed; the company is privately held with no external funding or parent-company signals.

Name

Lilydale Instant Lawn

Legal name

Lilydale Instant Lawn Pty Ltd

Website

https://lilydaleinstantlawn.com.au

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Lilydale Instant Lawn is a family-owned Victorian turf producer founded in 1985 that grows four premium grass varieties across three farms and delivers approximately one million square metres annually to homeowners, landscapers, builders, councils and sporting facilities across Melbourne and regional Victoria.

Ownership category

akta.pro rank

Product category

Turf and Lawn Care Supplies

NAICS

Nursery and Floriculture Production (11142)

SIC

Agricultural Production-Crops (100), Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Sod, Turfgrass & Groundcover Production (AFAGAHAL)

akta.pro secondary industries

Sod Installation & Lawn Seeding (Turf Establishment) (HSAIAFAO), Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD), Turf & Ornamental Specialty Fertilizers (Golf, Sports Turf, Landscaping) (AFABACAM)

Keywords

• Instant lawn supply
• Turf production
• Lawn care products
• Turf delivery services
• Commercial turf supply

Headquarters

HQ city

Yarra Glen

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Turf Product Sales: Sale of premium instant lawn (turf) varieties including Sir Walter DNA Certified Buffalo, TifTuf Bermuda, Eureka Premium VG Kikuyu, and Sir Grange. Sold per square metre, cut fresh to order.
2. Lawn Care Products: Sale of ancillary lawn care products including fertilizers, herbicides (Bow & Arrow, Oxafert, Onset, Winter Grass Killer, All Purpose Weed Control), fungicides (Tomb Stone), pest control (Grub Guard Ultimate), lawn colourants (ColourGuard Plus), wetting agents, tools, and equipment through the online lawn care shop.
3. Delivery Fees: Delivery charges vary by region across Melbourne metro and regional Victoria. Delivery fees apply and are determined by location. Free starter kit included with every turf order.
4. Trade Pricing: Competitive trade pricing offered to landscapers, builders and maintenance professionals through dedicated trade partnership program.
5. Commercial Turf Supply: Volume supply of consistent, high-quality turf to councils, developers and sporting facilities with reliable delivery and expert support.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Lilydale Instant Lawn grows, harvests, and delivers premium instant lawn turf from three Victorian farms, offering four core turf varieties (Sir Walter DNA Certified Buffalo, TifTuf Bermuda, Eureka Premium VG Kikuyu, Sir Grange) cut fresh to order per square metre. The company complements its turf with an online lawn care shop (herbicides, fertilisers, pest and disease control, wetting agents, tools), resold Husqvarna Automowers, and ancillary services including delivery with on-site forklift placement, trade pricing for landscapers and builders, and bulk commercial supply for councils, developers, and sporting facilities.

Product overview

Lilydale Instant Lawn operates as a turf and lawn care products company offering a portfolio of four premium instant lawn turf varieties (Sir Walter DNA Certified Buffalo, TifTuf Bermuda, Eureka Premium VG Kikuyu, and Sir Grange) grown on three Victorian farms. The product line includes complementary lawn care products sold through their online shop including herbicides (All Purpose Weed Control, Oxafert, Onset, Bow & Arrow, Winter Grass Killer), fertilisers, pest control, and wetting agents. The company also offers Husqvarna Automowers for automated lawn maintenance. Services include delivery across Melbourne and regional Victoria, trade programs for landscapers, and commercial bulk supply for councils and developers. The offering is structured as a core turf product business with add-on products and services.

Differentiator

Problem solved

Functional benefit

Products and services

• Sir Walter DNA Certified Buffalo Premium buffalo grass variety known for shade tolerance (up to 75%), low maintenance requirements, and high drought tolerance. Featured on The Block 2024 and sold per square metre from $15.30/m².
• TifTuf Bermuda Hybrid Bermuda grass with very high drought tolerance and a fine leaf blade with dense growth. Suitable for a wide variety of applications including high-traffic areas.
• Eureka Premium VG Kikuyu Exclusive Victorian-grown Kikuyu grass variety with medium drought tolerance and moderate shade tolerance (up to 25%). Versatile option for various conditions.
• Sir Grange Premium Zoysia grass variety known for its beautiful fluffy lush appearance. Suits open sunny areas with low drought tolerance and requires low maintenance.
• Husqvarna Automowers Robotic lawn mowers sold through Lilydale Instant Lawn, offering automated lawn maintenance for customers. Features include easy installation and various models for different lawn sizes.
• Lawn Care Shop Online shop offering a wide range of lawn care products including fertilisers, weed control solutions (All Purpose Weed Control, Oxafert, Onset, Bow & Arrow, Winter Grass Killer), pest control, wetting agents, fungicides, tools, equipment, and lawn colouring products.
• Turf Delivery Service Delivery service across Melbourne metro and regional Victoria with next-day delivery to serviced areas. Uses specialised Moffett forklift placement for precise on-site positioning. Includes a complimentary starter kit with every turf order.
• Trade Program Trade partnership program for landscapers, builders and maintenance professionals offering priority supply and competitive trade pricing.
• Commercial Solutions Bulk turf supply services for councils, developers and sporting facilities with high-volume orders, consistent quality, reliable delivery scheduling, and expert support.

Quantifiable outcome

• Approximately 1,000,000 m² of turf harvested per year
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Lawn Solutions Australia (LSA)coreStrategic or Co-development PartnerLilydale Instant Lawn is a founding member of Lawn Solutions Australia (LSA), Australia's leading network of turf specialists. The partnership provides access to research, innovation, and premium turf varieties aligned with national performance standards. Being part of LSA ensures customers benefit from best-practice guidance backed by industry expertise and decades of local growing experience.
• Croydon Cricket ClubminorOthersCommunity sports club supported with premium Victorian-grown turf for oval and facility maintenance. Lilydale supplies turf backed by decades of experience and reliable production capacity.
• Wonga Park Cricket ClubminorOthersCommunity sports club supported with premium Victorian-grown turf for oval and facility maintenance.
• Drouin Football ClubminorOthersCommunity sports club supported with premium Victorian-grown turf for oval and facility maintenance.
• Lindenow South Football ClubminorOthersGrassroots sport club supported with premium Victorian-grown turf for safer, greener playing surfaces and reliable supply capacity.
• Swan Reach Football ClubminorOthersGrassroots sport club supported with premium Victorian-grown turf for safer, greener playing surfaces.
• Hort InnovationminorStrategic or Co-development PartnerCollaborations with universities, Hort Innovation, and industry bodies to advance best practice and contribute to national turf research initiatives, including turf variety trials and soil and water efficiency experiments.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Others

• Hort Innovation: Australia's horticulture research and development corporation that Lilydale collaborates with on turf variety trials and soil/water efficiency experiments. Hort Innovation is an industry R&D partner that shapes the varietal pipeline (e.g. TifTuf trials at Yarra Glen) underpinning Lilydale's product roadmap.
• Nursery & Garden Industry Victoria (NGIV): State-level industry association for the Victorian nursery and garden sector of which Lilydale is a member. NGIV is adjacent ecosystem infrastructure supporting industry standards, advocacy, and trade education that influence Lilydale's operating environment.
• Husqvarna Australia: Supplier of Husqvarna Automower robotic mowers that Lilydale distributes through its website and turf delivery channel. Husqvarna is a strategic technology partner rather than a competitor, but their robotic mowers are an adjacent offering that complements Lilydale's turf products for end customers.

Direct peers

• Lawn Solutions Australia: National network of accredited turf specialists that Lilydale Instant Lawn helped found. Both organisations sell premium turf varieties (including Sir Walter and TifTuf) through accredited growers using shared AusGAP-aligned quality standards, making LSA the closest direct comparable for product, certification, and customer experience.

Broad incumbents

• Bunnings Warehouse: Australia's largest home improvement and garden supplies retailer, offering lawn care products, smaller turf quantities, and adjacent landscaping supplies. Bunnings represents the broad retail incumbent that competes for the same residential DIY customer Lilydale serves through its Lawn Care Shop.
• Australian Native Landscapes: Large Australian landscape construction, nursery, and turf supply business serving commercial and government customers. ANL competes for the same commercial and council turf supply contracts that Lilydale's Commercial Solutions channel targets, though across a much broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LilydaleInstantLawn
• LinkedInlinkedin.com/company/lilydale-instant-lawn-pty-ltd
• Instagraminstagram.com/lilydalelawn
• Pinterestau.pinterest.com/lilydalelawn

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Lilydale Instant Lawn