Bruce Company to redevelop garden center site

Seth Nicholson, president of The Bruce Company, announced via press release plans to re-develop a 16-acre parcel that houses the company’s aging garden center. 

The 69-year-old company, Wisconsin’s largest residential and commercial landscape contractor, said it needed to create a destination venue for customers who had been diverted by highway changes.

In addition to the new 25,000-square-foot retail garden store and greenhouse, The Bruce Company plans during the next 10 years to build several multi-family apartment buildings for about 750 residents, and mixed-use buildings offering commercial space including The Bruce Company headquarters.

“We wanted to stay in Middleton, where we have served generations of customers,” said Nicholson. “The development will give us the resources to improve our customer experience and enhance our focus as our customers’ outdoor living experts.”

The development proposal calls for parkland-like landscaping for the new construction and better access to the nearby Pheasant Branch Creek.

In addition to selling distinctive plants and garden products at it store, The Bruce Company offers commercial and residential landscaping services including irrigation systems, aquatic products, and lighting. It provides commercial customers with snow removal and interior plant installation and maintenance. The company operates a plant and tree nursery in Verona.