Agriculture & foodtech Startups Venture

Sequoia-backed Sunday Tends DIY Lawn Care Business With $19M Series B

Sunday, a subscription lawn-care service startup that launched in 2018, raised $19 million in Series B funding to innovate the way people take care of their lawns and gardens.

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The new round was led by Sequoia Capital, with participation from Tusk Ventures and Forerunner Ventures. It brings Boulder, Colorado-based Sunday’s total amount raised to date to $28 million, which includes a $6 million Series A round in 2019, according to Crunchbase data.

Sunday founder and CEO Coulter Lewis started the company after a career in engineering and design. He found that homeowners put up to 10 times more pesticides on their lawns per acre than the agriculture industry does.

“When we looked at this space, we found that backyards are the third-largest land mass, tied with wheat,” Lewis told Crunchbase News. “That is a huge swath of the country.”

The funding will be used on technology, data and product development, as well as building a team and educational resources. The company has just over 40 employees today and plans to raise that number to  approximately 60 by the end of the year.

When you subscribe to the service–seasonal plans start at $89–Sunday’s service takes your home address and uses technology, such as weather, estimated lawn size and soil data, to create a customized plan for the property. Sunday then ships the lawn care, weed control or seeds throughout the year. Most of the products can be attached to the hose.

“The intent was to make a product that works for the average American household,” Lewis added.

The do-it-yourself lawn and garden market is valued at $48 billion, with 180 million Americans having a lawn, Lewis said.

After getting off the ground in 2019, this year Sunday’s business grew eight times which was two times over what Lewis had originally planned for, he said. He attributes that to starting the year with a strong team that was able to push out the service.

“Lawn care is not the sexiest category, but we think we have a unique position to get people thinking outside the box,” Lewis said. “We have been growing at a surprising scale, so we need to move in small steps to provide help for people outside of their home.”

Feature photo courtesy of Sunday.
Blogroll illustration: Dom Guzman

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