EdenGrene (dba Bower & Branch), an online marketplace for independent growers to sell trees and plants direct to consumers, acquired Tilly, a virtual landscape design service that creates custom design plans for homeowners and landscape contractors. Tilly’s design service and Bower & Branch’s ecommerce marketplace plans for a holistic modern solution for residential landscape projects.
“We are delighted to welcome Tilly and their team into the Bower & Branch family,” said Chief Executive Officer of Bower & Branch, Don Eaton. “The future of this industry is online, and our investment in Tilly supports that in a big way. In addition to their professional expertise and leadership, Tilly brings value through its proprietary technology and access to new markets, serving our business model and grower network well.“
The newly combined company will focus on building Tilly’s existing Pro network to offer landscape design fulfillment and professional installation of landscapes to clients across the country. Customers will have access to professional design solutions and tree and plant fulfillment, whether they seek a singular tree or a multitude.
“Tilly has dedicated the last five years to mastering and scaling online landscape design. Following our customers’ lead, we are excited to solve their next major pain point — plant fulfillment,” said Alexis Sutton, chief executive officer of Tilly. “An overwhelming majority of the homeowners we serve also want us to fulfill their plant orders, making this a significant growth opportunity. Tapping into Bower & Branch’s extensive grower network and curbside delivery service will allow us to seamlessly bring their design vision to life.”
Following the acquisition, Denver Angels, a private investment firm, will lead a Series A funding round for Bower & Branch to fuel its growth and expansion.
Tilly’s CEO Alexis Sutton, CMO Sarah Finazzo and Design Director Cate Singleton will transition to Bower & Branch. Sutton will become president of the combined entity, focusing on expanding the Pro network across the country. Finazzo will become chief communications officer.
