Sunday, a startup looking to provide geographic tailored lawn care supplies, will begin selling goods in hundreds of Walmart Inc. (NYSE: WAL) locations across the country starting Tuesday.
Registered This Land Inc., the company will display its line of fertilizers and herbicides with low pesticide content in 700 stores across the continental United States, representing nearly 15% of the retail giant’s American footprint.
In an interview with BizWest, Sunday CEO Coulter Lewis said the startup had been in talks with the world’s largest retailer since the middle of last year, long before the company closed its $ 19 million Series B series.
The original Sonntag business model is in the subscription box. Customers would order a soil sampling kit and send it to a lab that would combine data from that sample and available climate data for the area to determine which of Sunday’s products would be best for that particular lawn. The customer would then receive these products in a monthly delivery.
While this service isn’t going away with the introduction of Walmart, personal customers won’t have access to these floor tests. Instead, the company sends products that match the soil and climate, and likely match the conditions in the state of the business.
This change in delivery is in response to how customers have traditionally purchased lawn care products.
Lewis said the vast majority of customers go to stores to buy the products when they need them. So putting Sunday’s products on special store shelves would reach a population of homeowners who would not ordinarily turn to e-commerce for lawn maintenance.
“The reality is that this is not a category that is usually bought online or not bought at all,” he said. “In many ways, it’s 30 years behind the times.”
He also said the expansion into physical retail is part of Sunday’s drive to set lawns in the US off of synthetic inputs. The company builds its formulations with nutrient-rich ingredients from naturally occurring materials.
With Walmart’s reach, Lewis believes it will be easier for homeowners to include this in their maintenance routine as they target an industry valued at around $ 50 billion a year.
“It’s really about showing that the brand can thrive in this market,” he said.
Lewis wouldn’t specify the expected revenue or customer profits from the distribution business, but said the company estimates its revenue growth will double this year after increasing its revenue by 800% from 2019 to 2020.
Sonntag currently employs 45 people.
© 2021 BizWest Media LLC