Plant DTC companies like The Sill, Horti, and Bloomscape are seeing surging demand as other DTC companies are stumbling. 3 CEOs talk about having a front-row seat for the houseplant boom.
Cooped up Americans are turning to direct-to-consumer plant companies like The Sill, Horti, and Bloomscape to adorn their homes with greenery and create a lush indoor space during the coronavirus pandemic. , which has seen significant sales gains in recent months.
"Plants are offering the emotional comfort that's needed during social distancing," Eliza Blank, founder and CEO of The Sill, said. "It's something new to put your energy toward, whether it was because you wanted to learn something new, pick up a new hobby, or just have something to spend your time on as a distraction.
"People are currently buying plants for all sorts of reasons," Sabharwal told Business Insider. "One reason is certainly to brighten up their homes where they are suddenly spending more time than ever. But there are also emotional reasons. During this period of isolation, I imagine that a lot of folks are discovering a sense of comfort and grounding in plants. Not only can plants make being stuck indoors more bearable, but the act of nurturing those plants has many benefits.
Still, the increased interest in plants hasn't left these companies impervious to challenges of their own. The Sill was forced to temporarily shutter its five brick-and-mortar stores — which are located in major cities like New York and Los Angeles and produce a "meaningful" amount of the company's sales — and a distribution center, as well as downsize its team and institute corporate pay reductions in order to keep the business afloat.
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