Naturalist
Naturalist is a family-owned biophilic design studio in Hoboken, NJ that designs, fabricates, and installs preserved moss walls and artificial green wall panels for interior designers, architects, developers, hospitality operators, and homeowners across the United States.
- Company typePrivate
- Founded2017
- HeadquartersUnion City, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Naturalist does
Naturalist (legal entity: EVERGREEN GROUP USA LLC) is a privately held, family-owned biophilic design studio headquartered in Hoboken, New Jersey, that designs, fabricates, and installs preserved moss walls and artificial green wall panels for commercial and residential interiors. The company, founded in 2017 by Serkan Yapicilar, has installed more than 150,000 square feet of moss walls nationwide over a ten-year operating history and maintains a single production studio plus warehouse at 1015 Adams Street, Hoboken.
The product portfolio splits between two technology lines. The preserved line uses real moss and plants processed through the root system with non-toxic preservation methods, rendered maintenance-free (no water, sunlight, or pruning) and offered as three custom tiers ($5,000 Tier 1 single-moss, $10,000 Tier 2 multi-moss, $15,000 Tier 3 immersive) plus 17 pre-designed framed art pieces priced $750-$3,950. The artificial line, marketed under the Ultra Faux Wall sub-brand, includes four signature collections (Biophilic Bliss, Juniper, Green Meadow, Verde Luxe) with a modular three-panel system, UV-protected and A-Class fire-rated materials, and pricing from $35 for individual panels to $1,050 for three-panel sets. All artificial products are manufactured for indoor and outdoor use with recyclable materials.
The business model combines B2B enterprise field sales (custom installations sold to interior designers, architects, developers, and hospitality clients) with direct-to-consumer e-commerce through naturalist.us, supplemented by Hoboken warehouse pickup and a wholesale trade channel. Revenue is one-time/perpetual license with no subscription; commercial installations are billed under multi-year contracts. Customers span hospitality (Hilton), corporate (LG HQ NJ, Hudson House), real estate (Summer Pointe Village, Skylar Lofts, Accolade at Auburn), retail (Cube Smart), events (Formula 1 Montreal Grand Prix), and residential segments. The company is bootstrapped with no institutional funding and operates with 1-10 employees.
Naturalist firmographics
Firmographics- Name
- Naturalist
- Legal name
- EVERGREEN GROUP USA LLC
- Website
- https://naturalist.us
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Naturalist is a family-owned biophilic design studio in Hoboken, NJ that designs, fabricates, and installs preserved moss walls and artificial green wall panels for interior designers, architects, developers, hospitality operators, and homeowners across the United States.
- Ownership category
- akta.pro rank
Naturalist industry classification
Industry- Product category
- Biophilic Interior Design
- NAICS
- Interior Design Services (541410), Interior Design Services (54141)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)
- akta.pro secondary industries
- Outdoor Kitchens & Living Space Build-Out (Softscape Integration) (HSAIABAH), Native, Pollinator & Drought-Tolerant Garden Installations (HSAIAFAL)
Keywords
Where Naturalist is headquartered
LocationHeadquarters
- HQ city
- Union City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Naturalist business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain
Revenue model
- Preserved Moss Wall Products: One-time sales of framed preserved moss wall art pieces ranging from $750 to $3,950. Custom tiered installations from $5,000 to $15,000 for single-moss, multi-moss, and immersive environments.
- Artificial Plant Panels: Sale of artificial green wall panels including Biophilic Bliss sets ($1,050), Juniper sets ($1,050), Verde Luxe panels ($35-$105), and Green Meadow panels. Individual panels and enhancement packs also available.
- Custom Installation Services: Full-service custom wall garden design, fabrication, and professional on-site installation from concept through final execution, including renderings, material samples, and technical specifications.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Tier 1 Custom Single-Moss Wall - Uniform coverage with one preserved moss type for minimalist aesthetic |
| One time/ perpetual license | Multi-year contract | Tier 2 Custom Multi-Moss Wall - Layered texture with multiple preserved moss types for dynamic focal points |
| One time/ perpetual license | Multi-year contract | Tier 3 Immersive Moss Environment - Premium full-scale moss installation |
| Unit Pricing | Pay-as-you-go | Biophilic Bliss Artificial Plant Panel Set - Three-panel system with ultra-realistic faux greenery |
| Unit Pricing | Pay-as-you-go | Verde Luxe Panel - Compact 20"x20" or 20"x40" artificial wall garden panel |
| Unit Pricing | Pay-as-you-go | Green Meadow Faux Boxwood Panel - Indoor/outdoor artificial boxwood wall panel |
| Unit Pricing | Pay-as-you-go | Preserved Moss Wall Art - Ready-to-ship framed pieces |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Naturalist product offering
Product offeringCore offering
Naturalist creates and sells preserved moss walls, artificial plant wall panels, and provides custom biophilic design and installation services for residential, commercial, and hospitality spaces. The company offers both ready-to-ship product lines and custom-designed installations tailored to client specifications, including a modular three-panel system for flexible configurations.
Product overview
Naturalist is a biophilic design studio offering a portfolio of preserved moss wall products and artificial green wall panels for commercial and residential interiors. The preserved moss wall collection includes three custom tiers (Tier 1 Single-Moss, Tier 2 Multi-Moss, Tier 3 Immersive Environment) starting at $5,000-$15,000 for bespoke installations, plus 17 pre-designed framed art pieces ranging from $750 (Happy Daze) to $3,950 (Verde Haven). The artificial green wall portfolio, branded as Evergreen Panels, features four signature collections (Biophilic Bliss, Juniper, Green Meadow, Verde Luxe) sold as individual panels or three-panel sets, with prices from $35 for single panels to $1,050 for complete sets. All artificial panels are UV protected, A-Class fire rated, and suitable for indoor/outdoor use. The company provides custom design services including concept development, renderings, material samples, and professional installation.
Differentiator
Problem solved
Functional benefit
Brands
- Ultra Faux Wall: Artificial plant wall panels collection offering maintenance-free biophilic design solutions for indoor and outdoor use.
Products and services
- Preserved Moss Walls Preserved plant-based wall panels requiring zero maintenance, A-Class fire rated, and UV protected, designed for residential, commercial, and hospitality interiors.
- Artificial Green Wall Panels Artificial plant wall panels providing realistic biophilic aesthetics without maintenance requirements, suitable for interior design applications in homes, hotels, and commercial spaces.
- Custom Biophilic Design and Installation Service Tailored biophilic design service that creates custom living, preserved, or artificial wall installations to client specifications for unique interior spaces across residential, commercial, and hospitality projects.
- Modular Three-Panel System Modular three-panel wall system enabling flexible configurations for both residential and commercial biophilic installations, supporting standardized product sales and bespoke layouts.
Quantifiable outcome
- Over 150,000 square feet of moss walls installed nationwide
- +3 more outcomes
Companies that use Naturalist
Customer profileNamed customers14 records
Segments5 records
Ideal customer profiles3 records
Naturalist technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Naturalist partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Naturalist competitors and assessment
Company assessmentBroad incumbents
- BrightView Landscapes: Largest US commercial landscaping services company with an interior plantscaping practice. Comparable as a broad incumbent serving similar commercial customers (corporate, hospitality, retail) with biophilic offerings, but operating as a portfolio player rather than specialist.
- Ambius: National interior plantscaping and ambient scenting provider serving offices, hotels, and retail. Comparable as a broad incumbent offering biophilic interior greenery, but with a portfolio spanning live plants, services, and scent rather than specialist preserved/artificial wall systems.
Regional players
- Fytogreen Australia: Australian designer and installer of living green walls and biophilic design for commercial and residential projects. Comparable green wall product line and installation service model but operates primarily in Australia, not competing directly in the US.
Direct peers
- LiveWall: Manufacturer of modular living wall and green wall planter systems sold through dealers to architects and contractors. Comparable green wall product category and channel (B2B specification sales) though focused on live plants rather than preserved/artificial.
- Sagegreenlife: Designer and installer of living walls and biophilic green wall systems for commercial interiors. Directly comparable product (modular green wall panels, custom design, installation services) and customer base (architects, hospitality, corporate).
- Vistafolia: Manufacturer of premium artificial green wall panels and bespoke replica foliage for commercial interiors and facades. Directly comparable artificial plant wall product category and architectural/specification customer base.
- Biotecture: UK-based designer and installer of living walls and biophilic green wall systems for commercial interiors. Comparable in product (modular green wall systems) and customer profile (corporate, hospitality, public sector), though serves primarily UK/European market rather than US.
Emerging players
- Yellowleaf Artificial Plants: Designer and retailer of high-end faux trees, plants, and greenery for residential and commercial interiors. Comparable in artificial greenery product category and direct-to-consumer e-commerce model, with some overlap in hospitality and corporate buyers.
- Woolly Pocket / Plantwallhanger: Designer of modular felt planter systems for living walls and indoor green walls sold via retail and commercial channels. Comparable in modular green wall product category but focused on live-plant felt planters rather than preserved/artificial panels.
- The Sill: Direct-to-consumer online retailer of houseplants and indoor plant accessories. Comparable in e-commerce-first plant retail model and target residential/interior customer, but focused on live plants rather than preserved/artificial wall systems.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Naturalist social profiles
Digital presenceNaturalist compliance and trust
Trust signalCompliance1 record
Naturalist financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naturalist leadership team
Management profileNumber of profiles
Profiles1 record
Naturalist funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naturalist 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 Naturalist
What does Naturalist do?
Naturalist creates and sells preserved moss walls, artificial plant wall panels, and provides custom biophilic design and installation services for residential, commercial, and hospitality spaces. The company offers both ready-to-ship product lines and custom-designed installations tailored to client specifications, including a modular three-panel system for flexible configurations.
Is Naturalist a public or private company?
Naturalist is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Naturalist founded?
Naturalist was founded in 2017. It employs 1 to 10 people.
Where is Naturalist based?
Naturalist is headquartered in Union City, United States, in the North America region.
How does Naturalist make money?
Three revenue lines are on record. Preserved Moss Wall Products are the primary driver. The others are artificial Plant Panels and custom Installation Services.
Who are Naturalist's main competitors?
Broad incumbents on record are BrightView Landscapes and Ambius. Fytogreen Australia is listed as a regional player. Direct peers are LiveWall, Sagegreenlife, Vistafolia and Biotecture. Emerging players are Yellowleaf Artificial Plants, Woolly Pocket / Plantwallhanger and The Sill.
Does Naturalist have an API?
No public API is recorded for Naturalist.
What industry is Naturalist in?
Naturalist's product category is Biophilic Interior Design. Its primary akta.pro industry code is CRAIACAG, Indoor Plants, Faux Florals & Botanical Décor Retail, with a secondary code of HSAIABAH, Outdoor Kitchens & Living Space Build-Out (Softscape Integration). Its NAICS code is 541410 and its SIC code is 5200.