First Editions

They Rock. You Rule.


In a commoditized market associated with hard, sweaty work, we needed to reset the First Editions brand to stand out and bring some life to the sleepy tree & shrub category.


Show homeowners that landscaping can be fun, and they can rule their yards with First Editions rock stars performers that take the hard work out of yard work.

Giving every plant a personality

Backyard heroes

Making can-do consumers the life of the plant party.

Let the plants do the talking

Every plant tag is a billboard that reaches out and stands out from the crowd at big box retailers and garden centers.

100+ Rock Star varieties that always steal the show. Each one is selected to bring more success with less hassle.

Introducing consumers to their new favorite buds.

A totally revamped website became a friendly and fun destination for backyard inspiration and resources to ensure the perfect plant pairings and offer inspiration and encouragement for homeowners to tackle their yard.


Bailey Nursery turned the category on its head and gave retailers and garden centers a reason to proudly support and sell First Editions. The brand is rocking, and we’re keeping the fun rolling with new plant introductions and fun work season after season.