In the 8 years since I started my houseplant company, Folia, so many people who want to open a plant shop have asked me what advice I have for them. While a big part of finding success as a business can be about the right timing, there are a few things I honed in on over the years that could be called ‘secrets’ to success with a plant shop. 

Meet a need. 

Often, businesses that struggle to find success haven’t put enough thought into why they’re doing what they’re doing in the location they’re in. If there are already established plant shops in your neighborhood, you may struggle to attract customers. If you open a shop with a similar selection or aesthetics to one nearby, loyal customers of the established shop may view your presence negatively. Consider neighborhoods that may not have a shop like yours, think creatively about how you can offer an approach that’s currently missing in your area, or even how you could team up with an existing business in a way that can benefit you both. 

Build a brand that’s uniquely yours. 

It can be easy to be overly influenced by an existing shop you may admire, but duplicating their aesthetic, branding, or vibe is not only ethically questionable, it can also communicate to potential customers that you’re just a cheap knock-off of that existing brand. Take time to assess how you can add something to both your neighborhood and the greater plant shop community that is unique to you. Find a variety of vendors who offer items that feel true to your style (Accent Decor’s wide selection of pots and planters and plant accessories makes that easy), and don’t forget about locally made items, which are an amazing way to set your selection apart and build relationships with other local businesses. From the name you select to the branding, the interior design of your shop, your product selection, and even your approach to plant care or customer service- infuse your style, your personality, and your values into every aspect you can, and you’ll stand out as a special brand, while also building something you’ll always feel proud of. 

Plant knowledge is key.

While you don’t have to be a master horticulturist to start a plant shop, being knowledgeable about plants and experienced with their care is essential. Customers will rely on you for advice, and your ability to empower them to care for their plants will also build loyalty and repeat customers are essential to a sustainable business long-term. If you’re not currently confident in your plant knowledge, look for classes you can take through a local college- courses offered through college extension programs are often very affordable and have no prerequisites. Many botanical gardens offer courses as well. If you’re turning to books or online sources for plant education, try to focus on resources offered by colleges, botanical gardens, or people who clearly root their plant care advice in science. Plant care can be very personal, so there is a huge range of advice out there, which means there can also be a lot of bad advice. Over time, you’ll get a sense for what advice you can trust, and you’ll build your own knowledge from experience. One of the easiest ways to gain that experience? Try personally caring for as many different types of plants as you can! You’ll have fun learning about their needs, and your home will look amazing, too. 

Go slow. 

It’s tempting to go big as quickly as you can, but growing a business slowly and staying as small as you can for as long as you can will help you learn to be resourceful, which is critical for small businesses. Pop-ups are often a great way to gauge how much interest a neighborhood/community may have in your products without the burden of overhead like rent or staffing. If you feel confident you can sustain a brick-and-mortar shop, try finding a small space with a short lease term (my first location was 250 square feet) or a space you can share with another complimentary business to help lessen the overhead burden for you both. Get creative with how you build out your storefront to keep costs low. My pro tip: IKEA is a great source for affordable fixtures that work well in a retail environment (people are always shocked that most of the fixtures at Folia are IKEA). Keep an eye out for stores that might be closing or online marketplaces like Facebook, OfferUp, etc, to find used fixtures and equipment at bargain prices. As your business grows, you can always upgrade the size of your space, the number of staff you employ, and the fixtures you use, but staying scrappy as long as possible will give you the cash flow to sustain your growth.

Grow a community.   

Finding ways to connect with and foster community can be the greatest strength of any small business. From an online community built through Instagram or TikTok to a real-world community established via store events, workshops, pop-ups, and more- giving your customers opportunities to connect with you and other customers helps them feel like they’re part of something. Utilize tools like rewards programs (commonly available through POS system providers) to thank repeat customers and encourage them to return. Build relationships and find ways to work with other local businesses and artists/makers to support the greater business community. Get to know your customers by talking with them and answering their questions, and you’ll find that you can quickly grow a community of loyal customers (and maybe even make some amazing new friends). Growing a community will look different for different people and businesses, but making this a priority will not only feel rewarding but will also help you establish and grow your business. 

There’s no magic that can help you instantly open a successful plant shop, and the hard work required to run any small business cannot be understated, but these five tips will give you a strong start on your journey. For more info on starting a plant shop, check out this episode of the Growing Joy podcast, where I dish out all my best advice to help you on your plant shop journey. 

To shop Accent Decor’s wholesale pots and planters and garden planters including all new and flower, plant and home products, visit accentdecor.com. 

About the author: Danae Horst is the founder of Los Angeles based plant boutique and plant styling studio, Folia Collective. Her life-long love of plants and interior styling, paired with her desire to empower people to keep their plants happy and healthy, led her to start Folia in 2016. In her past work as an interior photo stylist and plant care columnist at the Jungalow, and in the years since starting Folia, Danae has guided tens of thousands of people to the right plants for their space and lifestyle. Danae’s work and plant advice have been featured in the Wallstreet Journal, Washington Post, LA Times, House Beautiful, Better Homes & Gardens, Fine Gardening, and more. The Folia Instagram feed was called a “Plant-Filled Instagram That Will Turn Your Black Thumb Green” by Domino Magazine. Danae’s book, Houseplants For All is available anywhere books are sold. Danae, her husband Bill, and their rescue dog Homer live in a little plant-filled bungalow in Pasadena, California. 

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