On May 14, TreeHouse posted a statement about its decision to close its Austin location, saying the “store has been invaluable for operational learnings, but is not in an ideal location for long-term success.”
The company says it will be exploring other Austin locations that fit its growth strategy.
“Our Austin team will complete all active installation projects and continue retail sales for the next 90 days,” the TreeHouse statement says. “Related to this closure, we will be moving the TreeHouse home office closer to our current center of operations, in the Dallas area. We want to thank our Austin family and community for their continued support of our mission over the years–helping make all homes beautiful, healthy and sustainable.”
The article also reports that the company is adjusting its operational strategy. Instead of focusing on retail sales as it has previously done, TreeHouse will now focus on “project-based sales,” and aim for customers who are renovating entire rooms, instead of looking for a few eco-friendly items.
Although the Austin store closure indicates a shift in strategy, the retailer still has plans to grow its footprint across Dallas-Fort Worth, according to Gary Kusin, who became CEO of TreeHouse in December.
TreeHouse received $7.5 million in equity funding from one investor, according to a Securities and Exchange Commission filing in May. It received about $2.4 million in April, the Dallas Business Journal reports.
Jason Ballard, the founder of TreeHouse, is now focusing on his home construction startup Icon, a company that has gained attention for its approach to building homes with a 3D printer, the Dallas Business Journal reports.
In May, Ballard was a keynote speaker at the NRHA All-Industry Conference, presented in conjunction with the National Hardware Show®. He spoke about founding the company and his vision of bringing sustainability to the forefront during his presentation, “How TreeHouse Grew Its Roots and Where It’s Headed.” He also spoke to Hardware Retailing for the May issue of magazine about his inspiration for founding the company.