One of the most common things I hear from nursery owners considering a sale is this:
“The big groups are buying everything.”
It’s an understandable perception. Certain names come up again and again, and league tables often highlight the same large operators. But the reality of the nursery market is far more nuanced — and, for sellers, far more encouraging.
A recent sale I worked on is a perfect example of why assuming only big groups will be interested can be a costly mistake.
The Reality of Today’s Nursery Market
Despite how it can feel from the outside, the nursery market remains largely independent.
Yes, the large national groups are active. But so are:
- Independent operators growing their own small groups
- Micro-consolidators stepping up from two or three settings
- First-time buyers (often aspirational, even if finance ultimately limits them)
- Private equity-backed entrants looking to establish a regional foothold
In many cases, there are more buyers than ever before — but only if you allow the market to see your nursery.
The Setting: “Surely a Group Would Want This?”
This particular nursery was located in Lincolnshire and, on paper, looked like the sort of setting people assume only a group would buy.
It was:
- Purpose-built
- Large, with capacity for around 100 children
- Benefiting from extensive outdoor space and parking
- Trading well, with solid EBITDA and room for further improvement
It ticked many of the boxes sellers are often told are “group-only” criteria.
But instead of limiting the sale to a small number of buyers, it was taken to the whole market.
What Happened When the Market Was Opened Up
The response was wide-ranging.
There was interest from some larger groups — but also from:
- Independent operators for whom it would be a stretch, but a clear aspiration
- Micro-consolidators looking for the natural “next step” in their growth journey
- Private equity-backed buyers seeking a strong hub setting to build around
Each type of buyer viewed the same nursery through a different lens. What felt like a perfect fit to one buyer simply didn’t work for another — even when, on the surface, it looked like it should.
Why Groups Don’t Always Buy “Obvious” Opportunities
One of the most important things sellers often underestimate is just how frequently group buying criteria change.
A group may decline a nursery because:
- The location isn’t a current priority
- They’re focusing on another region instead
- They’ve shifted away from single-site acquisitions
- Their internal pricing expectations don’t match what the wider market will support
Even groups with nationwide remits can say no — not because the nursery isn’t good, but because it doesn’t fit their strategy at that moment in time.
This is why assuming “this group would definitely want us” can be risky.
The Outcome — and the Real Lesson
In this case, the nursery did ultimately sell to a group — but not one of the top three most commonly named operators. Instead, it went to a growing, well-funded group with private equity backing and a clear regional strategy.
The transaction itself was smooth, well-managed, and progressed with very little friction. Importantly, the seller benefited from genuine competition and choice.
And that’s the key point.
Why Limiting Your Buyer Pool Limits Your Outcome
When sellers restrict who they talk to:
- They reduce competitive tension
- They limit pricing pressure
- They often receive fewer — and weaker — offers
By contrast, taking a nursery to the whole market:
- Creates optionality
- Reveals buyer demand you may not have anticipated
- Puts you, as the seller, in control
Buyer appetite changes constantly. What one group won’t consider this month may be attractive to a completely different buyer — or even the same buyer — next month.
Final Thoughts
The big groups aren’t buying everything.
And they certainly aren’t the only route to a successful sale.
If you’re considering selling — now or in the future — the strongest position you can be in is an informed one. Understanding who is actually buying, why they’re buying, and how different buyers assess value can make a significant difference to your eventual outcome.
And above all: don’t assume you already know who would want your nursery.
If you’d like to talk through how the current buyer landscape looks for nurseries like yours, or simply want a clearer picture of your options, a conversation early on can make all the difference.
