The Sill Shifts Focus to $11 Billion Outdoor Gardening Market

The Sill, a company that gained popularity among millennials for its chic houseplants, is now shifting its focus to the outdoor gardening market. Founded in 2012 by Eliza Blank, The Sill initially targeted young urban dwellers with its stylish houseplants, contributing to the millennial obsession with indoor greenery. However, as millennials have transitioned into new life phases, including moving to homes with yards, The Sill has seen an opportunity to expand into the outdoor gardening market, which is valued at $11 billion.

To facilitate this transition, Blank is stepping down as CEO and handing over the reins to Adam Smith, the former CEO of the ecommerce plants business Fast Growing Trees. The pivot to outdoor gardening aligns with Blank's original vision for The Sill, which was to be a comprehensive solution for plant enthusiasts. The brand is now focusing exclusively on ecommerce, where only 10% of sales in the category currently occur. This shift allows The Sill to cater to its customers who are now in a different stage of life, with half of its customers between 25 and 44 years old and 58% living in houses.

The Sill is positioning itself as an educational resource for new gardeners, offering guidance on everything from planting to maintenance. This is particularly important as older generations' gardening knowledge has not been passed down to millennials. The brand's website and social media platforms provide educational content, and its product offerings include a wide range of plants suitable for outdoor spaces. Top sellers include olive trees and Meyer lemon trees, which are popular gifts and can be enjoyed even in colder climates.

Houseplants still make up the majority of The Sill's business, but Smith expects the breakdown between indoor and outdoor plants to reach 50/50 by next year. This pivot addresses some of the challenges in the live plants industry, such as high shipping costs and seasonal sales fluctuations. By adding bigger-ticket outdoor items, The Sill can increase the average order value and defray some of those costs. Additionally, this shift allows the brand to increase sales during the spring and summer months, when houseplant sales typically peak during the holiday season.

Blank and Smith are not interested in returning to physical retail or seeking startup-style venture capital. The brand is focusing on ecommerce and has no plans to raise institutional capital. Blank has observed that many of her peers from the 2010s have struggled to adapt to the evolving needs of millennials. She believes that The Sill's pivot to outdoor gardening reflects the brand's growth and its customers' changing lifestyles. Millennials are now seeking more than just stylish houseplants; they are looking for ways to stay grounded and find patience in a rapidly changing world. Gardening, with its emphasis on patience and nurturing, offers a meaningful way to connect with nature and find balance in life.