LandscapeHub

About LandscapeHub

LandscapeHub operates a B2B online marketplace designed to streamline the procurement process for the green industry. Founded in 2017 by Lisa Fiore, Chad Cooper, and Ed Rockhill, the Chicago-based company aims to connect a fragmented network of wholesale suppliers with professional buyers such as landscape contractors, municipalities, and golf courses. The platform addresses deep-seated inefficiencies in a market characterized by manual logistics and a lack of technology adoption.

The concept for LandscapeHub originated from founder and CEO Lisa Fiore's direct experience within the industry. Growing up in her family's century-old nursery business and later leading it through the Great Recession, she identified significant challenges in the supply chain, including labor and communication difficulties. This first-hand knowledge led to the idea of a centralized platform. To realize this vision, Fiore partnered with Chad Cooper, a tech veteran with a track record at companies like Grubhub and Cars.com, and Ed Rockhill, a long-time landscape contractor. This founding team combines deep horticultural knowledge with expertise in building scalable online marketplaces.

The company's core offering is a digital platform that provides real-time access to inventory, pricing, and availability from a vetted network of hundreds of suppliers. Buyers can search for thousands of products, from plants and trees to hard goods like patio pavers and drainage supplies. The system allows users to upload a list of materials, which is then automatically matched against the database to generate a real-time estimate. A key feature is the ability for buyers to aggregate materials from multiple suppliers into a single order and arrange for pickup or delivery through LandscapeHub's logistics network. For suppliers, the platform provides a new digital sales channel, standardized ordering, inventory management tools, and access to market data and analytics to inform forecasting.

LandscapeHub has demonstrated significant traction, securing multiple rounds of funding to fuel its expansion. The company raised $4.4 million in a seed round in March 2018 and later announced a $9 million Series A in February 2022, co-led by Klaff Realty and Hyde Park Venture Partners. Total funding has reached over $18 million from investors including Chicago Ventures, Open Prairie Rural Opportunities Fund, and Concentric Equity Partners. These funds are being used to expand the company's footprint across the United States and enhance its platform capabilities, with operations in at least 17 markets.