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BFD Expert Voices - Climate Deals

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Sunday, a startup selling eco-friendly lawn products, has closed $25 million in financing from S2G Investments, the company tells Axios. 

Why it matters: Data and software could make American lawns less toxic and slash pesticide use.

How it works: Sunday sells subscription-based lawn care products to consumers as well lawn products via big box retailers.

Subscribers receive a property analysis that models grass growth rates and creates a personalized plan for lawn care using Sunday's lawn products.

Its products use one-third the fertilizer, one-tenth the pesticides and safer chemistries compared with conventional lawn products, says Sunday co-founder and CEO Coulter Lewis.

This is "essentially agtech at the backyard scale," says Lewis.

Zoom in: Lewis says the growth round will be used to help the company move beyond lawn care into outdoor markets like gardening and pest control. 

In addition, the funds will be spent on deepening the tech around real-time climate and soil analysis, says Lewis, who previously co-founded Quinn Snacks with his wife, Kristy Lewis.

In addition to the funds from S2G, Sunday raised another $5 million from unnamed investors to close out the round at $30 million. 

Catch up quick: Sunday previously raised $81 million from backers including Sequoia Capital, Forerunner Ventures, Bond Capital, Tusk Venture Partners and others. 

Lewis says he was inspired by the renewable agriculture movement he encountered through Quinn to create Sunday. 

Yards make up the third largest crop by land area, said Lewis. 

By the numbers: Lewis said Sunday has hundreds of thousands of customers, and its products are available in Walmart, Target and select Home Depot stores. 

Yes, but: Homeowners in regions like California are increasingly opting out of lawns or converting lawns into low-water, native plant gardens.

Lewis says this is a great trend and "if Sunday is successful and empowering people, we will shrink lawns."

What's next: Lewis says the funding will be used to help Sunday grow to "the hundreds of millions in revenue" range.

Exclusive: Lawn care startup Sunday raises $25M from S2G

The company counts hundreds of thousands of subscribers

Pouches of eco-friendly lawn and backyard care, made by startup Sunday.

Pouches of eco-friendly lawn and backyard care, made by startup Sunday. Photo: Courtesy of Sunday

Sunday, a startup selling eco-friendly lawn products, has closed $25 million in financing from S2G Investments, the company tells Axios. Why it matters: Data and software could make American lawns less toxic and slash pesticide use.

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Exclusive: Lawn care startup Sunday raises $25M from S2G

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