The Sill, a direct-to-consumer plant company that initially started as an online-only brand specializing in house plants, has recently made the decision to close all of its brick-and-mortar locations and focus solely on its e-commerce business. The last store closed in the Cobble Hill neighborhood of Brooklyn, New York, on Sept. 30, marking the end of an era for the company.
Over the past year, The Sill has been gradually closing its physical stores as it shifted its focus to expanding its product offerings, including introducing outdoor plants and gardening products. Founder Eliza Blank stated in an email that moving back to an online-only model allows the company to better support its expanding product range and reach a wider customer base.
The decision to close its brick-and-mortar locations was also influenced by the increase of independent house plant stores around the country since 2020. With more competition in the market, The Sill saw the opportunity to streamline its operations and focus on its online presence.
The Sill first entered the physical retail space in 2014 with the opening of its first store on the Lower East Side. Over the years, the company expanded to 12 stores in seven U.S. markets, including Boston, Chicago, Los Angeles, and San Francisco. However, the challenges brought on by the pandemic led to a decline in revenue, assets, and profit margins for the company.
In response to these challenges, The Sill experienced net losses in 2021 and 2022, prompting a crowdsourced fundraising campaign via WeFunder that brought in over $1.7 million in 2023. The decision to shift back to an online-only model was driven by a need for focus and alignment with the company’s growth and customer needs.
While The Sill has chosen to return to its online roots, many direct-to-consumer brands are finding value in operating both online and offline to expand their customer bases. Brands like On, Mizzen + Main, and Vuori are actively expanding their physical store footprint to complement their online presence and reach a wider audience.
In conclusion, The Sill’s decision to close its brick-and-mortar locations and focus on its e-commerce business reflects a strategic shift in response to changing market dynamics and customer preferences. By streamlining its operations and investing in its online platform, the company aims to continue growing and serving its customers in the ever-evolving retail landscape.
