Watters Garden Center
Watters Garden Center is a family-owned retail garden center founded in 1962 in Prescott, Arizona, serving mountain-region residential gardeners with plants, supplies, classes, coaching, and a nationwide Shopify e-commerce channel under the Willoway private-label brand.
- Company typePrivate
- Founded1962
- HeadquartersPrescott, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Watters Garden Center does
Watters Garden Center is a family-owned retail garden center founded in 1962 and headquartered in Prescott, Arizona. The company sells live plants (trees, shrubs, flowers, seeds), garden supplies, pottery, and home and garden decor, with a domain specialization in mountain and high-altitude Zone 7a gardening appropriate to the Arizona high-country climate. Its physical retail store is supplemented by a Shopify-based e-commerce site that ships nationwide, a proprietary Willoway Garden Collection, and Garden Outfitters (acquired), extending the product line and customer reach beyond the local footprint.
The business operates a multi-stream monetization model: in-store and online plant and supply sales, gift cards, paid Garden Coach / landscape design services, free and paid gardening classes, and event programming (notably the spring GardenFest). A nationally syndicated radio show ("Garden Talk with Ken Lain" on 1490 AM KYCA) and associated podcast, together with the LearnToGarden.org membership club, form a content and community layer that supports customer acquisition and retention. Staff include Master Gardeners and Certified Nursery Professionals, with Ken Lain (founder) providing credentialed domain authority and McKenzie Lain (third generation) serving as general manager, signaling generational continuity. The company employs 11-50 people and operates from a single retail location.
Customer base is composed of individual residential gardeners, primarily in the Arizona mountain region but increasingly reachable nationwide via e-commerce. There is no disclosed enterprise or B2B customer concentration. Revenue, funding, and detailed financial data are not publicly disclosed, and seasonality of the garden retail category is a structural feature of the business.
Watters Garden Center firmographics
Firmographics- Name
- Watters Garden Center
- Legal name
- Watters Garden Center
- Website
- https://wattersgardencenter.com
- Company type
- Private
- Founded year
- 1962
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Watters Garden Center is a family-owned retail garden center founded in 1962 in Prescott, Arizona, serving mountain-region residential gardeners with plants, supplies, classes, coaching, and a nationwide Shopify e-commerce channel under the Willoway private-label brand.
- Ownership category
- akta.pro rank
Watters Garden Center industry classification
Industry- Product category
- Garden Center & Plant Nursery Retail
- NAICS
- Nursery, Garden Center, and Farm Supply Retailers (444240), Nursery, Garden Center, and Farm Supply Retailers (44424), Lawn and Garden Equipment and Supplies Retailers (4442)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)
- akta.pro secondary industry
- Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)
Keywords
Where Watters Garden Center is headquartered
LocationHeadquarters
- HQ city
- Prescott
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Watters Garden Center business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales
Revenue model
- Retail Plant Sales: Physical retail store sales of plants, garden supplies, and related products. Products include trees, shrubs, perennials, berries, grapes, pollinator plants, and garden care items.
- E-commerce Sales: Online sales with nationwide shipping for $7.95 flat rate. Includes exclusive online collections like FlutterFly Pollinators Online.
- Garden Consultation Services: In-store garden consultation program - 1-hour personal appointments with garden experts. Requires purchase of $250 gift card.
- Gift Cards: Gift cards sold in denominations of $25, $50, $75, $100, $150, $200, $250, and $500.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Gift Card - Multiple denominations available |
| One time/ perpetual license | Pay-as-you-go | In-Store Garden Consultation |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Watters Garden Center product offering
Product offeringCore offering
Watters Garden Center is a family-owned retail garden center and nursery in Prescott, Arizona, selling expert-selected plants (trees, shrubs, perennials, berries, grapes, and pollinator varieties) and garden care supplies. It operates a physical storefront at 1815 Iron Springs Road and a Shopify-powered e-commerce site that ships nationwide for a $7.95 flat rate. The center supplements retail with in-store garden consultations, free Saturday gardening classes, the Mountain Gardener podcast, and curated sub-brands such as Garden Outfitters and LearnToGarden.org.
Product overview
Watters Garden Center operates as a family-owned garden center and nursery in Prescott, AZ, offering both in-store and online retail of plants and garden supplies. The core product is their plant inventory spanning trees (evergreen, shade, fruit, Japanese maples), shrubs, perennials, berries, and specialty pollinator plants. Supporting offerings include plant care products (fertilizers, pest control, tools), garden consultations, free Saturday classes, and the Mountain Gardener podcast. The company expanded online operations through acquisition of Garden Outfitters, enabling nationwide shipping. Additional services include a membership club (LearnToGarden.org), printable gardening guides, monthly garden calendars, and gift cards.
Differentiator
Problem solved
Functional benefit
Brands
- Garden Outfitters: Online-exclusive plant collection brand offering nationwide shipping of garden plants and supplies.
- FlutterFly Pollinators
- LearnToGarden.org
- Mountain Gardener Radio
Products and services
- FlutterFly Pollinators Collection Curated in-store and online collection of pollinator-friendly plants including Butterfly Bushes, Milkweed, Bee Balm, and Salvia, designed to attract butterflies, bees, hummingbirds, and beneficial pollinators.
- Trees That Thrive Collection Curated selection of trees suitable for mountain climates, including evergreen trees, shade trees, fruit trees, blooming trees, and Japanese maple trees, adapted for high-altitude conditions.
- Plant Care Products Garden care supplies including plant food, weed killers, tools and supplies, insect and disease control products, soils and manure, and animal repellents.
- Garden Outfitters Online-exclusive plant collection acquired as a sub-brand, shipping nationwide rare tropical plants curated from trusted growers around the world.
- In-Store Garden Consultation Personal 1-hour in-store consultation with Watters garden experts including plant recommendations, project planning, and assembly of plants needed for garden projects; requires purchase of a $250 gift card to schedule.
- Watters Garden Center Gift Card Gift cards available in denominations of $25, $50, $75, $100, $150, $200, $250, and $500 with various themed designs.
Quantifiable outcome
- 4.7 star average rating from 340 Google reviews
- +2 more outcomes
Companies that use Watters Garden Center
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Watters Garden Center technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Watters Garden Center partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Garden OutfitterscoreWatters Garden Center acquired Garden Outfitters as announced in July 2026. Garden Outfitters had launched an 'Operator Equity' network to help solve succession challenges in the $50B independent garden center market. The acquisition expands Watters' reach and product offerings, including the FlutterFly Pollinators collections sold under the Garden Outfitters brand.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Watters Garden Center competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Watters Garden Center social profiles
Digital presenceWatters Garden Center financial estimates
Financial estimateRevenue estimate
Valuation estimate
Watters Garden Center leadership team
Management profileNumber of profiles
Profiles3 records
Watters Garden Center subsidiaries and ownership
Company hierarchySubsidiaries1 record
Watters Garden Center funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Watters Garden Center M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Watters Garden Center
What does Watters Garden Center do?
Watters Garden Center is a family-owned retail garden center and nursery in Prescott, Arizona, selling expert-selected plants (trees, shrubs, perennials, berries, grapes, and pollinator varieties) and garden care supplies. It operates a physical storefront at 1815 Iron Springs Road and a Shopify-powered e-commerce site that ships nationwide for a $7.95 flat rate. The center supplements retail with in-store garden consultations, free Saturday gardening classes, the Mountain Gardener podcast, and curated sub-brands such as Garden Outfitters and LearnToGarden.org.
Is Watters Garden Center a public or private company?
Watters Garden Center is a private company. It is classified as family owned and is currently operating.
When was Watters Garden Center founded?
Watters Garden Center was founded in 1962. It employs 11 to 50 people.
Where is Watters Garden Center based?
Watters Garden Center is headquartered in Prescott, United States, in the North America region.
How does Watters Garden Center make money?
Four revenue lines are on record. Retail Plant Sales are the primary driver. The others are E-commerce Sales, garden Consultation Services and gift Cards.
Does Watters Garden Center have an API?
No public API is recorded for Watters Garden Center.
What industry is Watters Garden Center in?
Watters Garden Center's product category is Garden Center & Plant Nursery Retail. Its primary akta.pro industry code is CRAIAIAB, Plants, Seeds & Nursery Retail (Garden Centers), with a secondary code of CRAIADAG, Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers). Its NAICS code is 444240 and its SIC code is 5200.