Sunday’s fertilizers use one third the amount of the typical lawn care regimen. (Courtesy Sunday)
Sunday’s grass is getting greener.
The Boulder-based lawn care business raised a $25 million round last month, led by agricultural venture firm S2G. That brings its total funding up to $100 million, with backing from the likes of Sequoia Capital.
CEO Coulter Lewis said the company, which he co-founded with his brother in 2018, has a two-pronged mission.
“We’re more than just using better ingredients,” he said. “It’s about making people capable.”
Through the company’s website, homeowners can subscribe to Sunday’s regimen, which includes three to four shipments from spring through fall. Packages include hose-attachable fertilizers and herbicides along with grass seeds and pet spot treatments.
Lewis said his team, which includes PhDs and other lawn care experts, tracks weather, soil trends and uses aerial imagery to customize shipments.
He said this helps avoid waste and replaces environmentally harmful lawn care methods. Sunday’s products reduce fertilizer use by one-third and pesticides by one-tenth, he said.
“The solutions for North Carolina are not the same as Colorado,” he said. “We’re talking to customers a lot, and our advisors and experts can help problem solve as you go.”
Lewis said Sunday has helped manage over one million lawns and has hundreds of thousands of active customers. Custom plans range from $55 to several hundred dollars per year. Sunday also sells individual bags of fertilizers, pesticides, seeds and the like on the shelves of 7,000 Walmarts, Targets, Home Depots and Ace Hardwares across the country.
He said one in six customers have another Sunday lawn on their same street.
Coulter Lewis.
“You go into your local home improvement store, and you have shelves with stacks of pesticides that you can smell from 40 feet away. And 80% of those products sold in the U.S. can’t be sold in Canada,” Lewis said.
Lewis also said the company’s software helps manage backyards more efficiently, giving tips and tricks along the way to greener pastures.
Sunday’s artificial intelligence-powered chatbot, Sunny, is a big part of this. It’s being rolled out now and is available for all subscribers to ask it questions any time about their yard. Lewis said it’s a more personalized way for homeowners to connect with Sunday, and it also gets them answers faster.
He said some of the $25 million will go towards refining and growing the tool. He also hopes to grow his staff of 75, about half of which work out of the Boulder area.
“We’re an ally and companion that knows a ton about your yard. Exactly what you need, when you need it,” he said. “It’s like if you had Martha Stewart as your neighbor – (she) can lean over the fence and give you tips.”
Most of Sunday’s revenue comes from subscriptions, and Lewis is targeting 30 to 35% growth across the board this year.
“There’s nobody else really doing personalized care. Scott’s Miracle Grow is the dominant force of the category, and they’ve really created a lot of the shape and the norms for… DIY lawncare and cosmetics,” he said. “But you look in that aisle and it looks like it did 30 years ago.”
Lewis founded the clean-snacks company Quinn in 2012, where he realized all the ambiguity that lies within the food system.
“If you’re making food, you really should know who’s growing it and how they’re growing it,” he said, explaining the link between his consumer packaged goods and agriculture startups.
He thought the residential landscaping industry was ripe for a newcomer. He noted that grass is the third largest crop in the country.
Sunday also sells live plants and offers garden care products on their website. It wants to grow those areas.
“Everything outdoor home is the goal. Lawn care is the core, and we also offer a whole portfolio across pest control and gardens as well,” he said. “We’re touching such a tiny fraction of U.S. households, and we have a long way to go.”
Sunday’s fertilizers use one third the amount of the typical lawn care regimen. (Courtesy Sunday)
Sunday’s grass is getting greener.
The Boulder-based lawn care business raised a $25 million round last month, led by agricultural venture firm S2G. That brings its total funding up to $100 million, with backing from the likes of Sequoia Capital.
CEO Coulter Lewis said the company, which he co-founded with his brother in 2018, has a two-pronged mission.
“We’re more than just using better ingredients,” he said. “It’s about making people capable.”
Through the company’s website, homeowners can subscribe to Sunday’s regimen, which includes three to four shipments from spring through fall. Packages include hose-attachable fertilizers and herbicides along with grass seeds and pet spot treatments.
Lewis said his team, which includes PhDs and other lawn care experts, tracks weather, soil trends and uses aerial imagery to customize shipments.
He said this helps avoid waste and replaces environmentally harmful lawn care methods. Sunday’s products reduce fertilizer use by one-third and pesticides by one-tenth, he said.
“The solutions for North Carolina are not the same as Colorado,” he said. “We’re talking to customers a lot, and our advisors and experts can help problem solve as you go.”
Lewis said Sunday has helped manage over one million lawns and has hundreds of thousands of active customers. Custom plans range from $55 to several hundred dollars per year. Sunday also sells individual bags of fertilizers, pesticides, seeds and the like on the shelves of 7,000 Walmarts, Targets, Home Depots and Ace Hardwares across the country.
He said one in six customers have another Sunday lawn on their same street.
Coulter Lewis.
“You go into your local home improvement store, and you have shelves with stacks of pesticides that you can smell from 40 feet away. And 80% of those products sold in the U.S. can’t be sold in Canada,” Lewis said.
Lewis also said the company’s software helps manage backyards more efficiently, giving tips and tricks along the way to greener pastures.
Sunday’s artificial intelligence-powered chatbot, Sunny, is a big part of this. It’s being rolled out now and is available for all subscribers to ask it questions any time about their yard. Lewis said it’s a more personalized way for homeowners to connect with Sunday, and it also gets them answers faster.
He said some of the $25 million will go towards refining and growing the tool. He also hopes to grow his staff of 75, about half of which work out of the Boulder area.
“We’re an ally and companion that knows a ton about your yard. Exactly what you need, when you need it,” he said. “It’s like if you had Martha Stewart as your neighbor – (she) can lean over the fence and give you tips.”
Most of Sunday’s revenue comes from subscriptions, and Lewis is targeting 30 to 35% growth across the board this year.
“There’s nobody else really doing personalized care. Scott’s Miracle Grow is the dominant force of the category, and they’ve really created a lot of the shape and the norms for… DIY lawncare and cosmetics,” he said. “But you look in that aisle and it looks like it did 30 years ago.”
Lewis founded the clean-snacks company Quinn in 2012, where he realized all the ambiguity that lies within the food system.
“If you’re making food, you really should know who’s growing it and how they’re growing it,” he said, explaining the link between his consumer packaged goods and agriculture startups.
He thought the residential landscaping industry was ripe for a newcomer. He noted that grass is the third largest crop in the country.
Sunday also sells live plants and offers garden care products on their website. It wants to grow those areas.
“Everything outdoor home is the goal. Lawn care is the core, and we also offer a whole portfolio across pest control and gardens as well,” he said. “We’re touching such a tiny fraction of U.S. households, and we have a long way to go.”
