I'm The New Green

What I'm The New Green does

I'm The New Green is a Netherlands-based e-commerce retailer of houseplants, accessories, and rare Monstera varieties, founded in 2019 by Max Snier and headquartered in Vleuten. The company began as an interior plant design service for businesses before pivoting to direct-to-consumer online sales of aroids and curated plant accessories. It operates a 78+ SKU catalog with a specialization in rare and variegated Monstera cultivars, including proprietary genetic assets such as a documented Monstera Standleyana 'Stardust' mutation and a claimed 'Dutch Mint' Monstera Deliciosa.

The technical platform is a standard WordPress/WooCommerce storefront with Mollie integrated for pan-EU payments and DPD for fulfillment across all 27 EU member states plus Switzerland and Monaco. The business operates both a public DTC storefront and a wholesale channel for resellers, supplemented by an invitation-only 'Special Collection' offering accessed via direct contact. The company is privately held, owner-operated with 1-10 employees, has not raised external funding, and reports no disclosed revenue or investor base.

The revenue model is transactional retail: per-unit plant and accessory sales at prices ranging from €14.95 to €249.95, augmented by B2B wholesale orders. Customer acquisition appears to rely on organic search and niche-plant community reach rather than paid marketing infrastructure. Geographic reach is broad for a micro-operator, but absolute scale is constrained by the founder-led operating model and the propagation lead times inherent to rare-plant inventory.

Name

I'm The New Green

Legal name

I'm The New Green

Website

https://imthenewgreen.nl

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

I'm The New Green is a Netherlands-based DTC e-commerce retailer selling houseplants and 78+ rare Monstera varieties across the EU. Founded in 2019 by Max Snier, the company combines a WooCommerce storefront, wholesale channel, and proprietary plant mutations to serve hobbyist plant collectors.

Ownership category

akta.pro rank

Product category

Online Plant Retail

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240), Greenhouse, Nursery, and Floriculture Production (1114)

SIC

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

akta.pro primary industry

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

akta.pro secondary industry

Organic Greenhouse & Protected Crop Farming (High Tunnels, Greenhouses) (AFAGAKAD)

Keywords

• Rare houseplant retail
• Monstera plant sales
• Indoor plant shop
• Plant accessories
• Wholesale plant supply

Headquarters

HQ city

Vleuten

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Online retail sales of house plants, rare Monstera plants, and accessories through their WooCommerce webstore. Customers purchase individual items at listed prices. Includes both consumer and wholesale inquiries.
2. Wholesale Bulk Sales: B2B wholesale pricing for businesses purchasing plants in larger quantities. Plants sourced from their own nursery and other European growers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

I'm The New Green is an online plant retailer that sells indoor houseplants, rare and exotic Monstera varieties, and plant accessories through a WooCommerce webstore, shipping across all EU countries. The company also breeds and cultivates its own plant mutations in-house and operates a wholesale channel supplying bulk plants to businesses across Europe, with Phytosanitary Certificate arrangements for non-EU destinations.

Product overview

I'm The New Green is an e-commerce plant retailer founded by Max Snier in 2019, offering a portfolio of house plants, rare Monstera's, and accessories through its webshop. The product lineup centers on a broad catalog of rare Monstera species and mutations sold directly to consumers, supplemented by a Special Collection of ultra-rare plants available only via direct contact for worldwide delivery, and a wholesale channel for bulk orders across Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• House Plants Indoor house plants sold through the e-commerce store for living rooms and workspaces, targeted at consumers building home/office greenery collections.
• Rare Monstera's Rare, exotic, and collector's Monstera species (78 products across 7 pages) including variegated forms and specialty mutations, sold via the WooCommerce store to hobbyist collectors and plant enthusiasts.
• Accessories Plant accessories such as pottery and complementary items sold alongside house plants and rare Monstera's through the e-commerce store.
• Special Collection Plants A curated selection of the rarest plants in the company's collection, sold exclusively through direct email or WhatsApp contact to ensure careful worldwide delivery, targeted at serious collectors.
• Wholesale Plants Plants sourced from the company's own nursery and other European growers, offered at wholesale prices with EU shipping and Phytosanitary Certificate arrangements for non-EU destinations, aimed at plant shops, landscapers, and interior plant businesses.

Segments2 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

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• MolliecoreTechnology or IntegrationPayment service provider used for processing all online payments. Handles payment method registration including iDEAL, PayPal, bank transfer, KBC/CBC, and Bancontact. No personal data shared with this service - only payment metadata (payment method, amount, description, date).
• DPDcoreOthersShipping partner for all deliveries within the Netherlands and across EU countries. Flat rate shipping costs calculated per destination country. Ships to all 27 EU member states plus Switzerland and Monaco.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bloomscape: US online plant retailer delivering ready-to-display houseplants directly to consumers. Comparable DTC plant e-commerce model with branded packaging and care content.
• The Sill: US-based online houseplant retailer with curated collections, plant subscriptions, and content-driven marketing. Direct peer in plant DTC e-commerce with comparable audience of urban plant enthusiasts.
• Léon & George: Premium US online plant retailer offering designer plants with white-glove delivery and care support. Direct peer at the premium end of online plant retail with similar target customer.
• Plant Circle: Berlin-based online rare plant retailer specializing in aroids, Monsteras, and unusual houseplants sold DTC across Europe. Closest direct peer given similar niche focus, EU shipping model, and Monsteras-forward catalog.
• Patch Plants: London-based online plant retailer offering designer houseplants, pots, and plant subscriptions. Direct peer in the European premium houseplant DTC segment with similar urban-jungle positioning.

Regional players

• Rooted: Dutch plant retailer and subscription service selling houseplants and pots. Comparable regional player in the Netherlands addressing the same urban houseplant consumer.
• Urban Jungle: UK online plant retailer and content platform focused on indoor plants and styling. Comparable niche plant e-commerce player in a neighboring geography.

Broad incumbents

• Bakker.com: Long-established Dutch/European mail-order garden and plant retailer with broad catalog including houseplants, bulbs, and garden supplies. Larger incumbent in the same retail channel with overlapping customer base.
• Plantnet: Major Dutch online plant and flower retailer with broad assortment. Domestic incumbent that competes for the same Dutch consumer wallet on indoor plants.

Emerging players

• Lazy Flora: UK-based online plant subscription and retail brand. Comparable DTC plant business with a subscription-led angle targeting urban consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ImTheNewGreen
• Instagraminstagram.com/imthenewgreen
• LinkedInlinkedin.com/company/i-m-the-new-green

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 I'm The New Green