Less mess than a pet, much less responsibility than a child, house plants have become a staple of 20-somethings’ lives, giving them a commonly refer to themselves as “plant moms” and “plant dads.” For these young, avid plant lovers though, plant sellers have had to adapt their way of doing business, to appeal to this largely digital-first customer base. Apparently as a result of such trends, The Sill, a popular, direct-to-consumer plant retailer, has shuttered its last physical storefront and shifted completely to e-commerce.

This latest stage marks yet another development in the company’s history. Founded in 2012, by 2015, it had rented its first physical location in Manhattan. Soon thereafter, it began shipping orders nationally. During and following the pandemic though, the company reported annual net losses approaching $7 million for two years in a row. In response, The Sill began shuttering its physical locations; the first store closure happened in late 2022.

This story reflects similar trends occurring throughout the industry. Horticultural sales through brick-and-mortar locations appear to be in steady decline; plant parents seem determined to purchase their latest plants through digital channels. The Sill’s decision also reflects its careful attention to customer feedback. By scaling back its physical business, the company believes it can gain flexibility and also provide a more refined, curated selection of the perennials, bulbs, trees, and hedges that its customers are seeking.

In contrast though, other direct-to-consumer brands in other markets seem to be thriving by expanding their physical retail operations. For example, On, a popular Swiss apparel company, announced its plans to open up to 100 physical locations. Vuori, the athletic fashion brand, promises to have 100 brick-and-mortar shops open by 2026.

Discussion Questions 

1. Is The Sill’s decision to shift completely to e-commerce likely to help ensure its profits in the long term? Why or why not?
2. Which other markets might make the transition to becoming completely digital, and which ones seem to benefit from opening more physical stores? What might explain the differences?

Sources: Bruce Crumley, “The Sill Closes Its Last Store, Becoming a Fully Digital DTC Business,” Inc., October 3, 2024; Howard Ruben, “The Sill Closes Its Final Store, Shifts Back to Online-Only Business,” Retail Dive, October 7, 2024; Sandra E. Garcia, “As Plant Sales Move Online, the Sill Closes Its Last Retail Store,” The New York Times, October 1, 2024