The Sill, founded by Eliza Blank in 2012, thrived by catering to millennial customers, selling houseplants that resonated with their urban lifestyle. The pandemic shifted millennials towards suburban living, prompting Blank to pivot the company towards the outdoor gardening market. This transition, motivated by changing consumer preferences, involved closing retail stores and focusing on ecommerce. With a new CEO, the brand aims to fulfill its original vision, connecting with a customer base that is now ready for outdoor gardening solutions.
"I was 26 when I founded the company, and I'm not 26 anymore. It's a direct reflection of how I've grown up."
The pivot takes Blank back to her original vision for the Sill-but now her customers are ready for it.
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