Asheville's Eden Brothers, a high-growth e-commerce retailer specializing in flower seeds and bulbs for gardening enthusiasts nationwide, has announced the hiring of Michael Hollenstein as Chief Executive Officer.

Eden Brothers founder Sabine Randon will step into the Chief Product Officer role and continue to guide product innovation and Eden Brothers’ signature offerings.

Hollenstein is a veteran executive with over 20 years of experience in product management and merchandising. He brings an established track record of leading, growing and sustaining profitable direct-to-consumer businesses. Hollenstein was most recently CEO and President of DecksDirect, where he successfully oversaw the acquisition and integration of multiple add-ons and led the company into its next phase of growth. Prior to DecksDirect, Hollenstein was CEO of eyebobs, where he spent six years championing the transformation and expansion of the high-potential reading glasses company.

“I am honored to join Eden Brothers as CEO,” said Hollenstein. “Eden Brothers is a highly compelling and exciting brand with significant growth potential. We have a unique opportunity to expand the company’s national reach while inspiring more people to embrace gardening and reconnect with the outdoors in an increasingly digital world. I am excited to work alongside this talented team, partner with Kian (Capital) and collaborate closely with the company’s founder, Sabine, on a day-to-day basis to continue delivering an innovative, best-in-class product selection for our customers.”

Eden Brothers is also pleased to announce the hiring of three new senior leadership team members: Chip Abbott as Chief Financial Officer, Josh Craft as Vice President of Operations and Laura Van Marter as Vice President of Marketing. 

Abbott brings over two decades of finance experience to the position, along with highly relevant industry background from his prior role as CFO and CSO at Fast Growing Trees, an e-commerce retailer of trees, plants and shrubs. 

Craft most recently held the position of Director of Operations at Sun Bulb Company, a wholesale plant nursery, and has built a strong background in the agriculture industry throughout his career. 

Van Marter is a marketing leader and growth strategist with a decade of experience, most recently serving as Director of Growth Services at Rocketbike.

“I founded Eden Brothers because of my deep passion for flowers and gardening,” said Eden Brothers Founder Sabine Randon. “Stepping into the role of Chief Product Officer allows me to focus fully on what I love most — shaping beautiful, thoughtful offerings for our customers. Michael has my complete trust to lead the company forward, and I am incredibly excited to support him in his new role as CEO. This transition feels like a natural next chapter, and I couldn’t be more optimistic about what’s ahead.”

Eden Brothers, which is backed by Kian Capital, is actively seeking partnerships with well-aligned operators in the home, lawn and garden industries across the U.S. Business owners interested in learning more should contact David Duke, Partner, Business Development at Kian, at [email protected].

“Sabine has built an incredible company, and we are fully engaged to support her in her new role and to partner with Michael, Chip, Josh and Laura as they lead the business into its next phase,” said Kian Principal Caldwell Zimmerman. “Home, lawn and garden is a huge industry experiencing favorable tailwinds and growing e-commerce penetration, and with our new leadership at the helm, the company is primed to become the online destination for gardening enthusiasts through further organic growth and strategic acquisitions.”

Eden Brothers offers one of the largest seed and flower bulb assortments available in the U.S., including fresh flower bulbs for spring and fall planting, flower seeds, vegetable seeds and herb seeds. Its seeds are always 100% pure and non-GMO. They feature thousands of heirloom and certified organic seeds, as well as rare seeds and hard-to-find varieties for gardening enthusiasts of all skill levels. To learn more, visit www.edenbrothers.com.

Source: Kian Capital