Sunday, a leading provider of environmentally responsible lawn care products, announced today that it has raised $25 million in funding from S2G Investments (“S2G”), a firm dedicated to supporting sustainable innovations in food, agriculture, and environmental solutions. The funding will help drive Sunday’s expansion, enabling the company to scale operations and further its mission of making eco-friendly lawn care the new norm. It will also bolster research and development, broadening Sunday’s product lineup and enhancing its ability to serve more consumers nationwide.
S2G’s investment underscores the growing demand for science-backed alternatives to traditional, chemical-heavy lawn care. As homeowners become increasingly aware of the environmental and health impact of synthetic fertilizers and pesticides, Sunday has emerged as a category leader by leveraging data-driven customization, natural ingredients, and a direct-to-consumer model, while also expanding their presence at big-box retailers like Target, Home Depot, and Walmart.
“Lawn care shouldn’t come at the expense of our health or the environment. At Sunday, we’ve reimagined what’s possible—making sustainable, science-backed solutions easy and accessible for everyone,” said Coulter Lewis, CEO and Co-Founder of Sunday. “This investment from S2G will allow us to accelerate innovation, expand our retail presence, and continue empowering homeowners to care for their outdoor spaces in a way that’s better for their families and the planet.”
The lawn and garden industry is vast, as the U.S. has over 40 million acres of turfgrass – making it the third largest crop in the country. Unlike traditional lawn care brands that employ a one-size-fits-all, blanket coverage strategy, Sunday leverages data on local soil composition, climate, and yard size to deliver precision solutions tailored to each customer’s lawn. This targeted method not only enhances lawn health but also minimizes environmental and health impacts.
“The consumer lawn and garden space is ripe for disruption and we believe Sunday is leading the charge with its data-driven, customized approach. By moving away from a one-size-fits-all model, Sunday is delivering smarter, more sustainable solutions that align with modern homeowner priorities,” said Matthew Walker, Managing Director at S2G. “We’re excited to support Sunday’s growth and bring meaningful innovation to this category.”
With this investment, Sunday and S2G are driving the future of eco-friendly outdoor living – one yard at a time.
ABOUT SUNDAY
Sunday is a startup on a mission to transform America’s lawns with safer, smarter, and sustainable formulas that work. Sunday is committed to making it easy for Americans to grow a backyard that is better for people, pets, and the planet. Learn more at www.getsunday.com.
ABOUT S2G INVESTMENTS
S2G is a multi-stage investment firm focused on venture and growth-stage businesses across food and agriculture, oceans and energy. The firm provides capital and value-added resources to companies and leadership teams pursuing market-based solutions designed to deliver greater value, improved outcomes, and enhanced performance over traditional alternatives. With a commitment to creating long-term, measurable outcomes, S2G structures flexible capital solutions that can range from seed and venture funding through growth equity to debt and infrastructure financing. For more information about S2G, visit s2investments.com or connect with us on LinkedIn.
