A New Chapter in Leadership
Seth Nicholson Named President & CEO
of The Bruce Company
June 9, 2025
The Bruce Company is proud to announce an exciting new chapter in our story. After more than five decades of exceptional leadership, Bliss Nicholson has named his son, Seth Nicholson, as the new President and CEO of Wisconsin’s largest landscape services business.
Bliss, who helped founder Lee Bruce grow The Bruce Company from the original Lawn Builders and Garden Supply Company into a multi-division, regional landscape powerhouse with over 350 employees, will continue to serve as Executive Chairman of the Board—guiding strategy, fostering continuity, and ensuring the values we’ve cultivated since 1952 continue to thrive.
A Lifelong Connection to the Company
Seth’s journey with The Bruce Company began when he was just 12 years old. Over the years, he worked in nearly every area of the business—developing a deep understanding of the industry and a profound appreciation for the talented, hardworking team behind the company’s success. Most recently serving as President and COO, Seth is a past president of the Wisconsin Nursery and Landscape Association and remains active in national peer groups and executive networks.
“Bliss’ remarkable 54-year journey—from field operations to Executive Chairman—reflects the spirit of hard work and loyalty that defines The Bruce Company,” says Seth Nicholson. “Our mission remains clear: to serve our customers, empower our team, and grow purposefully as we move toward our 100-year milestone.”
Building on a Strong Foundation
Seth Nicholson leads the Company’s plan to modernize and redevelop its Garden Center and to develop 14 acres of its land in Middleton into a needed apartment complex. Together, these will become the new Garden District in Middleton with added access to recreational parkland along Pheasant Branch Creek. This project reflects The Bruce Company’s commitment to thoughtful growth and environmental responsibility. With a renewed focus on sustainability, Seth is championing new initiatives that will reduce environmental impact, enhance community connectivity, and support future generations. Employees and community partners will play a vital role in shaping the details of these efforts—ensuring solutions that are both ambitious and rooted in local values.
The Bruce Company’s Garden Center, Corporate Offices, and Landscape Design Studio will remain on-site, serving as the welcoming front door to this new district and continuing to offer the expert service and distinctive products that have made the company a destination for generations. “We’ve always been committed to staying in Middleton,” said Seth Nicholson. “It’s our home—and we look forward to helping shape its future as we develop our own.”
Growing Purposefully—Together
Under Seth’s leadership, The Bruce Company remains committed to excellence across all areas of operation. Our comprehensive service offerings include:
- Landscape design and construction
- Commercial grounds management
- Snow and ice management
- Interiorscape installation and maintenance
- Irrigation, aquatic features, and lighting
- Fencing solutions through our Struck & Irwin Fence division
Our 325-acre nursery operation in Verona supports sustainable growing practices, quality plant material, and our long-term commitment to the environment. Meanwhile, our retail Garden Center continues to inspire gardeners across southern Wisconsin with the area’s largest selection of outdoor furniture, plants, and garden décor—all backed by the expert advice our customers have come to trust.
A Legacy of Excellence
From being named to Lawn & Landscape Magazine’s Top 100 to earning Best of Madison for 18 consecutive years, The Bruce Company is proud to be recognized as a trusted name in outdoor living. We’re also consistent winners of the Wisconsin State Journal’s People’s Choice Award and proud recipients of In Business Magazine’s Executive Choice Award—honors that reflect the trust and support of our community and industry peers alike.
As we look ahead, we remain deeply grateful to our customers, our community, and our team.
Bliss Nicholson summed it up best: “We are confident that Seth, alongside our executive and operations teams, will continue to build on our strong foundation—offering smart choices, meaningful service, and extraordinary spaces for families, businesses, and communities to enjoy.”
Bliss Nicholson and Seth Nicholson