Are HYBRID Plant Shops the Future?

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TIMESTAMPS:
0:00 Intro
0:17 Hybrid Plant Shop
0:29 Coffee and Plant Stores
0:46 Oregon Greenhouse Coffee & Plant Shop
1:14 Hardware Stores carrying houseplants
1:25 Should more retail stores carry houseplants?
2:38 Creature's Plants & Coffee Eagle Rock Los Angeles
3:36 Future of Houseplant industry
4:04 Gen Z seems to like plants!
5:50 Tips for Houseplant Sellers
6:44 Where I'm buying Plants
7:10 Plant Shops NEED to be price competitive
7:40 PLEASE LIKE THE VIDEO
In this video, we go over:
Coffee and Plant Shop
Hybrid business
Please DO NOT add this audio content to the RU-vid Content ID System. I have used background music which is owned by FesliyanStudios, but I carry License: 8c07f8bb-54f9-4f53-b47e-8e107010a53a
#PlantShop #PlantShopping #RarePlants
Under the fair use doctrine of the U.S. copyright statute, it is permissible to use limited portions of a work including quotes, for purposes such as commentary, criticism, news reporting, and scholarly reports. There are no legal rules permitting the use of a specific number of words, a certain number of musical notes, or percentage of a work. Whether a particular use qualifies as fair use depends on all the circumstances. See, Fair Use Index, and Circular 21, Reproductions of Copyrighted Works by Educators and Librarians.
I do earn a small amount money from amazon affiliate links if purchases are made, but with NO extra cost to you. This does not create incentive to make videos like this. My goal is to make reliable, honest, plant content viewers can trust. -Chris

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Опубликовано:

27 июл 2024

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Комментарии : 89

@123astbury 6 месяцев назад

I think nowadays people want a planty experience. Yes, you can buy plants from a big box store at a reasonable price, but no one will be available to answer your questions or advise you on how to style the plant in your home. I feel we are moving away from plant hoarding to plant styling. Think of a place like Ikea. They sell reasonable goods at a reasonable price, but half the joy of going to the store is seeing how they've designed their rooms. You see how they've put things together, and you can imagine it in your own space. It's like seeing clothes on a mannequin. You can picture yourself in that outfit rather than seeing clothes just folded and stacked. I think the next generation in plant stores will be seeing plants styled in spaces, using products that are also sold in there. Then, incorporate spaces where you can sit and relax and enjoy a beverage surrounded by beautifully styled plants and accessories. Make each visit worthwhile for the customer.

@blessedone9966 6 месяцев назад

Yes!

@IthinkIneedAhug 6 месяцев назад

The nursery right by my house, literally on the corner of the cross street i live off, has a coffee shop inside. Business seems REALLY good for them, theyve expanded the greenhouse and parking lot, and people still will park on that cross street to go in there! Its NUTS! I love going there, the seating they have in the greenhouse is just so relaxing, whenever i go theres always oodles of people getting coffee, shopping for plants, sitting in the greenhouse with friends. I love seeing that they seem to be doing really well! They also have workshops and theyll drill drainage holes in pots that you buy there. I don't go as often as i would like, but its one of my favorite places to be 💖

@Planty-Mandy 6 месяцев назад

I do find that my local shops usually carry the same plants as always. Once you’ve been there, shopped there, there’s not much new to see.

@theeclecticgent502 6 месяцев назад

I like the live sale way of buying on Instagram, plantstory, and tik tok honestly. I buy a lot on Etsy or used to but with the live sales you get to see what you're getting and the vibe is just different people actually seem happy and like they wanna be there, and you meet a lot of great people. Compared to a brick and mortar where you feel like you have to buy and they're dependent on you buying especially if said store works on a commission basis just really stressful to all parties. I just feel brick and mortar will continue to get smaller and smaller until nonexistent or just be literally like a booth type setup where their "store" opens once or twice a month at local market.

@SunshineIzDivine 6 месяцев назад

There’s a plant coffee shop in Philly called Safa Plant Co. They actually started as a tea/coffee shop and started selling plants during the pandemic to survive. I love going there to study and sometimes end up buying a plant even if I don’t mean to. The vibe is the best form of advertisement.

@eviefriend3976 6 месяцев назад

I have gotten most from Facebook marketplace or a local nursery. There is a local plant shop that popped up and they have a plant design business. I love what they offer in their store- unique trellises, cute pots etc. I think they will stay because they are diversified.

@Plantlady77 6 месяцев назад

First, I just want to say I love your longer videos! Lol second, I actually prefer to buy my plants in person and from a family/ privately run company. I avoid big box stores at all costs if I can. For example, I will drive over an hour to a local nursery that is family owned to purchase plants because I know them all by name (as do they know mine) and I know they are going to have an awesome variety of rare plants, not as rare plants, outdoor plants, pots, good soil (Fox Farm) and fertilizers etc.. they also have a really nice soil bar that they use Ocean Forest by Fox Farm and a mixture of other good stuff for an aroid mix where you can buy plant and a pot and repot your plant right there before you even take it home! It’s genius and I love it! It’s in a small town and has a very friendly and fun environment always! Idk about anyone else, but I will pay a little more and drive a little further for this type of plant shopping experience any day of the week over a big box store.

@AnnickMagac 6 месяцев назад

The one company that has nailed this concept for years is - Terrain, which is owned by the Anthropologie company. It's a complete immersive experience. I always buy a coffee and some food when I go to the different locations. Of course, they have beautiful displays which make you want to buy every plant and home good available. I end up spending about 2hrs+ in their stores.

@PeytonMccartney-qz8ec 6 месяцев назад

I’ve been to a hybrid plant shop they are awesome! You get an amazing cup of coffee, tea, or whatever beverage and then you get to browse their beautiful selection of plants! It is definitely going to be the future.

@Flyig_Walrus 6 месяцев назад

I just moved from LA to Denver and it's so nice that we have a few coffee/plant shops or pottery painting/plants.

@prettyingreen 6 месяцев назад

That sounds awesome! Denver is a cool city

@ThatGirlShelbyy 6 месяцев назад

I had the idea to do plants and coffee locally, before I even knew they were a thing, because there's hardly any plant shops around, but I'm not in a position to financially do that. I do have the plan eventually. I've been wanting to do some sort of hybrid with coffee and/or books and plants, for well over a year now

@gertie2734 6 месяцев назад

There's LOADS of nurseries/coffee shops in Australia and they do really well. We love our coffee! The coffee makes the most money over the plants for sure.

@lindsey4178 6 месяцев назад

I go into my local plant shop to see new plants I may not have concidered before. Perhaps a plant shop should do a new plant of the week that is NOT all over instagram already...I love the idea of plant shop letting places like coffee shops as well. It would be a great way to meet local plant people AND you could pull my first point in by having table books of different, lesser popular plants with detailed information. If a plant in the books is requested, the plant shop (who has more plant connections) could try finding it for the customer or even use these books as catalogs to order from. The shop could get the plant and they could pick it up in store the next week. I also go to plant shops to see planters and other decorative plant things. I hate ordering pots or something and not getting what I expected. He shop could be a hub of sorts for local artists to sell their planty paraphernalia like pots and hanging baskets. You could even have weekly activity or class nights to make their own. The local artist could get some exposure and income while the shop gets the same. Maybe even have an animal sort of gimmick for this coffee shop like cats or something. I'd also love the idea of a plant shop showcasing and selling beneficial insects....its hard to get things like that online. I raise praying mantises and they are incredibly interesting and Beautiful Creatures. They could be a beautiful addition to the ambiance of the space with cases filled with plants. Anyways, hope someone benefits from these ideas!

@user-xr6cb4xh1n 2 месяца назад

I’m in LA too. Used to buy all my plants at the LA flower district. The last few weeks, I have been super disappointed in their inventory. Plant/Palm Story has been my new and most diverse option with great prices.

@nickurbino9742 2 месяца назад

I believe an "All Inclusive" Plant Experience is the Ticket: Plant Books for sale, Selling Coffee, Tea & KRATOM drinks--(As well as the actual Plants!) Pond Features, including Koi & Comets to showcase the importance of Koi & Comet goldfish in relation to Organic fertilizer for Hydroponics, as well as Aquatic Plants, Terrariums & Green House set ups.

@Epiphalactic 6 месяцев назад

We have a local place that does this called grow. they serve cocktails, food, and coffee,and have a plant bar and terrarium bar. it's pretty cool. but more of an experience, not just a place you go to buy plants, but a place you go on a date and come home with a plant. we have a big place locally that sells wholesale and to public. they get all kinds of great stuff. and a few other large greenhouse. we also have some cool hydro shops and they're all pretty competitive in general but tended to drop their prices well after everyone else. all common stuff I can get way cheaper local and there are often less common stuff that is still cheaper.

@Tminus89 6 месяцев назад

I started out buying from a garden centre that has a decent house plant selection. But they are all common and so I found myself searching online because I kept seeing more interesting plants in videos no physical store was selling near me. Their little specials corner only had plants anyone here would probably call common. I'd go to a hybrid shop if it were in a greenhouse for example with plants too big and/or too fragile to live inside our homes. Accompanied with interesting plants for sale, that can like it in a house.. and a place to sit and marvel at the jungle with a cup of coffee

@triciaroy 6 месяцев назад

I would love a soil bar! I’d also love a waste-conscious/plastic-free store. Why do we have to have plastic nursery pots?

@valerieclark5695 6 месяцев назад

I have actually paid a couple of dollars extra at the farmer’s market for houseplants that came in terracotta rather than nasty plastic nursery pots. Then you don’t have to make another trip to buy a nice looking pot to put the plant you just bought in.

@reyhosein2533 5 месяцев назад

Almost everyone i know where i live buys their plants in shops, plant shows and private sellers. I believe that the businesses import from the United States, the Netherlands and Asia, personally i dont know anyone in Trinidad and Tobago where i live that buys plants online, its very much an in person experience, enjoying your channel alot, keep it up. ❤

@will6206 6 месяцев назад

I like plant stores that sell nice ceramics, especially local stuff. Some people like collecting ceramics, pairing them with plants, and creating vignettes. I grow everything in clear plastic pots because it makes it easier to manage but I can understand why people want to buy nice ceramics.

@gfamily1943 5 месяцев назад

Friend owns furniture store that also sells plants. I think it was smart of her to do that. She’s still open and hopefully will stay that way

@ThePrettyPlant-ds7iw 6 месяцев назад

If people in the plant business want to perpetuate the business and give it longevity, more companies need to invest in schools. Volunteering, giving tours, donating to teachers. I don’t own a business, I just love plants, and I volunteer at a middle school in a lower income neighborhood and give kids the experience of plants that they wouldn’t normally have. When I started this, the plant community, including shops I regularly visit, clammed up and there was no willingness to donate or come in and be a guest speaker. Nothing. So I am funding this myself, using my plants as stock plants or buying ones to teach kids how to propagate. Even Costa Farms was unresponsive to emails for donations. The only place that was willing to help was a local greenhouse who donates tours and for $5 a kid they get to make a succulent garden with all the materials from pots to soil to the stones and plants. Honestly, I love plants, the plant community not so much. When I asked people I considered “Plant pals” for help, cuttings they complained about having too many of, no one responded. It’s disheartening. But I’m not sugar coating it with the students, and the expectation of them is to give more freely.

@user-iy5gi4rm7r 6 месяцев назад

there is a hybrid plant shop near me that does homemade donuts/coffee and plants. it always seems like the plant part of the business is an afterthought

@SparkleInMoonlight 6 месяцев назад

I very much like to go to our local botanic garden´s plant events, where sellers (both professional and private) can sell their rarer plants without any commission by the garden (except for the usual entrance fee). It´s great to meet the collectors and plant owners in person while searching for plants I´d like - one can find really cool plants there and have great chat in the process. Outside these plant events, which I enjoy the most, I shop online (I prefer smaller online shops in my country, where I know the owners) or find stuff through FB groups with other plant collectors (I always search for cuttings/plantlets). I never ever buy plants from hardware and furniture stores - they are always infested with all kind of pests and look severely mistreated.

@fmbutt 6 месяцев назад

I think a lot of this has to do with the kind of plant person you are. There are plant geeks who are obsessed with plants (looks around nervously 😅) and every aspect of growing them and caring for them. There are also plant decor people who are looking to beautify their space with plants. Of course there are crossover types who do a bit of both. I think hybrid stores might appeal to the kinds of people who are more focused on decor and experience versus the first set of people who are interested in biology, taxonomy, morphology and collecting.

@carolstuff 6 месяцев назад

I strictly purchase my plants online: RU-vidrs, Etsy & plant shops. I don’t think the plant hobby will ever stop; perhaps it will slowdown, but most plant ppl will continue the hobby. Plants is one of the greatest hobby for those with mental health issues. Thanks for sharing!

@petermurdoch7540 6 месяцев назад

Usually I’m coked up when buying plants, coffee would be a mistake 😮.

@TheRipdub 6 месяцев назад

I'm surprised I haven't seen a dispensery that sells house plants.

@vmvm949 6 месяцев назад

Fr Im seeing a lot of anthuriums growers posting some weed flower they grow together in their indoor tents on insta/reddit I dont get why all of this dont cross over, especially anthurium that people usually grow exactly like weed in indoor setup in tents and leds lol Theres a whole industry of growing weed specifically, like the lights, the tents, fertilizers, substrates and it seems like never really got mixed with the rare plant collection, it always stayed separated, even tho its all plants and needs the same everything

@jessicamergen 5 месяцев назад

In my area we have Terrain - sit down restaurant with a greenhouse or atrium experience and it’s attached to an actual greenhouse with house plants and outdoor plants in spring thru fall. And they have a gift shop with beautiful plant and home accessories. Terrain is really popular and each one is a bit unique. But I would love to also have more of a casual coffee shop experience with plants and gifts.

@Hainguyen87 6 месяцев назад

I'm a Prius repair shop with plants. !! Hehe

@lisaleaves6360 6 месяцев назад

I prefer to buy in person. Nothing worse than growers choice.

@prettyingreen 6 месяцев назад

Interesting!

@mommat5101 6 месяцев назад

Agree!

@jackiewhitney5031 6 месяцев назад

Me too. All of my online shops have not shipped well to me and it gets pretty frustrating to deal with so yes in person is the best option for me.

@anicamiller5718 6 месяцев назад

One of my favorite plant stores also sells pet supplies, and local made items

@mwatson4970 6 месяцев назад

I don't actually like buying plants online bc I like falling in love with the specific plant and its markings/growth pattern, not just having one of the wishlist plants I want. Like nurseries with cafes and varied classes, but still may not buy plant until the right one comes along.

@VCMK1 6 месяцев назад

We have a nursery with an awesome coffee shop in Seattle. The only thing, is that there are no outlets available so you can only stay for so long if you want to work on your laptop 🪴

@mwatson4970 6 месяцев назад

Molbak's rt?

@DeborahVerret-yp9fp 6 месяцев назад

Its always nice to find a plant in places you never thought you would, Keeps me going back there.

@RubyLyzard 6 месяцев назад

I'm in Canada so availability is Probsbly different.. but I do go to my local plant shops and greenhouses. I've usually checked their website ahead of time and I'm heading there because they have a specific plant at a reasonable price (and then usually impulse buy a bunch more stuff while I'm there 😅). The only plants I buy online are from other Canadian plant shops that are further away who offer shipping (again it's about finding specific plants at a good price).. I'm too skeptical to get plants from Etsy and businesses inside Canada understand shipping in our extreme weather and there's no need to worry about import/export/acclimation. The plants I buy from big box (grocery/hardware/etc) are usually opportunistic.. like I'm there already but can't stay away from the plant section and I buy plants that I'm surprised to encounter (stuff that used to be rare but is becoming more accessible). I also go to expos or when local fb plant groups have a sale/swap. A few times a year my friends and I will do a plant day and go to a few shops or greenhouses just to browse and see what we can find.

@Bookhardtsbooks 5 месяцев назад

Hear me out! Houplant, coffe shop, and bookstore!

@Gkrissy 6 месяцев назад

That plant coffee shop would be cool if it existed in my ATL market. I am more of a juice bar smoothie person so combining a juice bar and plants would be my business idea. I’m guessing that LA plant shop will have expensive coffee to cover the real estate. For me, I shop mainly Trader Joe’s and big box stores based on price and health of the plant. Then Etsy for a few rare purchases but I cut back on shopping by the end of the summer.

@gemcityvintage 6 месяцев назад

When Meijers starts selling astrophytum ,its definitely a transition in the plant world..

@swat486 6 месяцев назад

I go to reptile shows now for my plants. Picked up an oblique, variegated banana plant and un named philodendron

@andreaskoss8045 6 месяцев назад

I buy my plants mainly online, in the local garden centers it´s hard to finde special plants and a big diversity of hoyas for example. Sometimes I viste orchid or aroid nurseries, to finde my own plants; these nurseries have all online shops, but in the green house you finde some treasures, which are not listed in the web shop. In Germany there are some garden centers, which also run a cafe, but I don´t visite them.

@triciaroy 6 месяцев назад

I mostly go to brick and mortar plant stores. I do shop some online shops but I mostly lurk and then buy locally unless there is a special plant that I really want. I would def visit a coffee-plant store or a dog-friendly-coffee-plant shop.

@Dieppaloveplants 6 месяцев назад

I prefer to buy plants from small bussiness 😊

@planttherapy1860 6 месяцев назад

I always fantasized about a coffee/plant shop. But I usually go to big box 1st, local nurseries and etsy for hoya.

@Chaos3183 6 месяцев назад

I have over 200 plants... and growing up most households I visited my have a single plant. I would say covid made plants popular outside of original plant lovers because if you could not afford a cat or a dog you could afford a plant which was a one time event. I think because of the rising demand "investors" got involved to try and captialize on things most of the so called plant lovers went away. Whats starting to be left is those who actually loved plants to begin with and those who discovered a passion. Most people who buy plants aren't willing to put that much time and effort in to them. Which is why there Is a contraction in the market. The larger stores are late to the party but at the same time kill the niche market for plants at least from a brick and mortar aspect. I think this hybrid thing is a good idea.

@arihikes 6 месяцев назад

Love this video! Got me thinking…

@Petra-ms3ku 6 месяцев назад

I’ve been begging businesses to do this locally. If existing coffee shops or restaurants would feature for sell plants, it could be win win for everyone. Beautiful plants someone cares for////no rent. Freestanding plant stores don’t survive here. I buy online from a few trusted vendors. I’ve got burned on too many times to trust. I would rather spend a bit more with someone I trust than deal with unknowns.

@shanemaloy 6 месяцев назад

We experimented with bringing back pop up sales at the greenhouse compared to our brick and mortar store. We did more sales in a single day at the greenhouse than an average month of sales at the retail store. People still prioritize the experience, like being able to walk through an acre of greenhouses.

@prettyingreen 6 месяцев назад

Fascinating!! I believe this, as I would love to walk through the greenhouse as opposed to a retail store 😄 I gotta come visit!

@shanemaloy 6 месяцев назад

We would love to have you anytime! @@prettyingreen

@everything-is-interesting 6 месяцев назад

The two physical stores I frequent and buy from most often are general garden centers which have added small greenhouse areas. Both places carry a moderate number of unusual/rare tropicals as well as the standard Pothos, spiders and African violets. Very importantly, they bring in new varieties often, so I go back often to see what's new. I also now buy my outdoor plants and supplies from them - good business model in my opinion.

@lisasteele6445 6 месяцев назад

I would like to buy my plants in person. Shipping, plus insulation and heat can add $45-50 to my one plant. So after I pay that amount, I’m left acclimating a now $200 plant for months and that’s only IF they recover. I had a king clarinervium that did not recover. It fell out of the pot and plastic wrap during shipping when it was about 40 degrees at night. So the roots were just dry and floating around the box. Anyway, that’s only one of a few plants that didn’t make it but I’ve had a ton that were just fine. Right now there’s 6” of snow on the ground and I would like to plant shop 😂, in person.

@lateache100 6 месяцев назад

There is one in Seattle that is a plant shop and tattoo parlor. I've been trying to get on the books for a piece it's called nightshade.

@a.b.r.6248 6 месяцев назад

Living in a third world country, we have plant nurseries with no greenhouse, no building, just earth and some shade cloth. They usually have the common and hardy varieties in cheap prices (a dollar or two). Although they are in bad soil, in bad pots, but I don't care. Those all things can easily be changed. Those same plants sold online or in better plant stores, planted in special mixes in better pots, cost at least 3 times more. I would never buy them because anyways i have to change the soil and pot, so why spend more. But for rare or uncommon plants, importers and private collectors selling props are better. The fancy plant shops charge way too much for them, so i never prefer them. So maybe this can be done for uncommon collectible plants, but for the common things, i love the conventional nurseries built on raw earth.

@aveuch 6 месяцев назад

I’m in a privileged city with big box, independent nurseries, and mom and pop plant shops - and still I struggle to find “common” hoyas. You’re in LA? Talk about Rolling Greens.

@chinacosme34 6 месяцев назад

People be paying too much money for plants 🪴 I found a pink princess at Lowe’s for $10 and some stores they got it for $200 that’s crazy 🤦🏻‍♀️

@kevinjoe1211 5 месяцев назад

I prefer to buy a cutting from a local plantlover group and start from the scratch. I really can not bear the plants in nurseys or stores ,infested with lots of pests, which I will wrestle with from the moment I buy them.

@monas.6839 6 месяцев назад

I’m a Gen Xer - I prefer to get my plants at a big box store or online (Etsy, Costa, etc.). The problem I have in my area (west central FL) is that the smaller plants shops either have delusions of grandeur with their prices or they don’t advertise like they should, so you have to know to know where they are. Also, the ONLY time I’ve had pest-infested plants is from smaller shops…make of that what you will, I sure can’t figure out why that is.

@liryns 6 месяцев назад

there's a nursery in my city that shares a courtyard with a taco stand, so when they're waiting on their food people can shop

@leavesinwhite 6 месяцев назад

For a few years I wonder if I could do my own coffee/lunchroom and plants in white 🌱💚 thrifting and then selling the furniture

@eggyplanting 6 месяцев назад

I forgot to mention that shop's name. The shop with the soil bar is called Propagate and it is located in Sacramento, CA. They also sell other supplies in small quantities for houseplants, which is honestly super useful for people who don't have tons of space for fertilizers, pest treatment, ect. They opened in 2020 and are going strong :)!

@MoistHoleSenpai 6 месяцев назад

Just got a White-fusion at a cafe. I think it's a great idea

@mydogsnameisbob 6 месяцев назад

I've never bought a houseplant at a hardware store or online.

@MK-yv7jn 5 месяцев назад

I bought 2 plants at a Teriyaki Restaurant today. Clackamas OR area.

@Horsewoman-pt2ku 6 месяцев назад

Was that comment about Plantarina being that it’s prices are too high?

@Mo-mr8vv 6 месяцев назад

He is assuming that's why they closed their doors. No one knows what happened.

@Horsewoman-pt2ku 6 месяцев назад

@@Mo-mr8vv I didn’t know that

@xiibalba1685 6 месяцев назад

Creatures is almost door to door to Folia Collective, they just announced this week that they are closing😢

@Martin-zh 6 месяцев назад

Most plant shops are over priced. I buy from big box stores, Facebook marketplace, or my local plant groups. So much cheaper.

@blessedone9966 6 месяцев назад

I hate big box stores to buy houseplants, because for 1 they have them in those death traps, which I understand but still hate them, also spider mites, any other bugs, very few actual shops have have bugs although I did buy a plant at a shop and it infested my collection but other then that NO BIG BOX STORES🤣

@elizabethlacey7708 6 месяцев назад

Macy's sells plants!!

@Bookhardtsbooks 5 месяцев назад

I dont order online because im very picky with my plants. Ill pay twice the price to get the exact plant i want.

@triciaroy 6 месяцев назад

Or what about plants and cannabis for those states where they can do that? I mean, it’s a natural pairing.

@hefoxed 3 месяца назад

"organ plant shop" ... a shop where could buy a new liver and a plant.. hmm, interesting idea. (I know ya meant Oregon).

@prettyingreen 3 месяца назад

lol OR-E-GON

@johnpatterson9219 6 месяцев назад

With retail rent prices what they are… plant shops, are not sustainable.

@nelsonporter8387 6 месяцев назад

I’ll stick with greenhouses. I don’t need some yuppy hipster barista fembot selling me some fancy coffee. I want to buy plants, not talk about when the next LGBTQFSHBEXYZ event is. I want to smell plants and potting mix. Not Paco Ribanne and soy lattes!!!

@PlantSpam 6 месяцев назад

I love going to shops! 🫶

@ct2co2AZ 6 месяцев назад

One of my favorite plant shops in AZ does sell coffee and they have a small area to chill. I hope they expand a little and make more space. In my opinion, many of these trendy plant shops that are yes, aesthetically amazing but are very expensive and only a certain percentage of customers will actually purchase over priced plants and pots. I’m all for supporting small businesses and I like that these planty places exist, I just see the other side of things…that not everyone can afford it.