Home and garden brands that scale successfully rarely do it by accident. They combine strong product, clear positioning, and smart decision making over time. Plank Hardware is a textbook example of that approach done well.
In this episode of Grow with Evergreen, we sit down with Annie and Tom, the husband and wife team behind Plank Hardware. From humble beginnings to a business now turning over more than £5m, they share how they’ve built a globally recognised hardware brand rooted in design, community, and commercial discipline.
A complementary founder partnership
Working with your partner isn’t easy, but Annie and Tom make it work because their roles are clearly defined. Tom leads on creative direction, product design, and brand vision. Annie brings financial discipline, operations, and structure.
That balance has allowed the business to scale without losing its soul. Creativity drives the brand forward, while operational rigour ensures it remains sustainable.
A problem-led origin story
Plank Hardware started with a renovation problem. While refurbishing their home, Tom struggled to find the kind of detailed, design-led hardware he wanted. Rather than compromise, he designed his own.
Those early designs were sold through marketplaces like Etsy, with DIY photography and a very hands-on approach. Demand came quickly, proving there was a gap in the market for beautifully designed, high-quality hardware.
From marketplaces to brand building
Early growth came from leveraging existing platforms to reach customers quickly. But long-term success meant owning the brand and customer relationship.
Plank Hardware invested early in building their own website and social presence, making one of their first key hires in marketing. That decision helped shift the business from a small artisan operation into a recognisable brand with a clear aesthetic and story.
Investment and professionalisation
A major turning point came when an investor reached out after discovering the brand on Instagram. The resulting investment allowed Plank Hardware to accelerate growth, but it also raised expectations.
Rather than spending aggressively, Annie and Tom focused on building a proper management structure, investing in brand foundations, and professionalising the business. The goal was not just to grow, but to grow well.
Navigating post-Covid change
Like many home brands, Plank Hardware benefited from the Covid renovation boom, followed by a slowdown as consumer spending shifted elsewhere. Instead of forcing growth in a cooling UK market, they looked internationally.
The US became the next focus. Rather than treating it as a simple add-on, they built a dedicated experience for US customers, learning through real sales and customer feedback as they went.
Learning fast in the US
Plank Hardware’s approach to international expansion was pragmatic. Start selling early, gather insight, then iterate.
They avoided over-engineering the launch and focused on learning directly from customers.
Today, the US accounts for roughly 30 – 40% of total revenue, achieved without a huge launch budget or complex agency setup.
B2B as a growth driver
One of the biggest surprises has been the strength of B2B demand, particularly in the US. Interior designers and trade customers were already buying, even before a formal trade offering existed.
By listening to that audience and building a dedicated trade portal, Plank Hardware unlocked higher lifetime value and more predictable repeat purchasing. Trade sign-ups now form a meaningful part of their growth strategy.
Community over founder fame
Plank Hardware’s brand isn’t built around constant founder-led content. Instead, it’s shaped by its community. Customers are actively involved in product development, from finishes and sizes to new categories.
That feedback loop keeps the brand relevant and ensures new products are grounded in real demand rather than assumptions.
A balanced marketing mix
Plank Hardware now runs a broadly balanced marketing model. Roughly half of growth comes from paid activity and half from organic channels.
They use Meta, Google, TikTok, and email, while also investing in offline routes like trade shows and retail partnerships. Email plays a key role in retention, while social and paid media support a full-funnel strategy rather than chasing short-term ROAS alone.
Becoming the first B Corp in hardware
Plank Hardware is the first B Corp-certified brand in its hardware category. The process took time and required deep scrutiny of supply chains, policies, and impact, but it’s become a meaningful part of how the business operates.
Recertification under tighter standards is next, reinforcing the idea that sustainability is an ongoing commitment, not a badge.
Looking ahead
Today, Tom’s role spans product design, supplier relationships, and creative direction. Annie focuses on leadership, finance, operations, and keeping the business running smoothly at scale.
Looking forward, their ambition is global recognition. Expanding the product range, deepening international reach, and continuing to enable people to create more characterful spaces.
Plank Hardware is a reminder that great brands are built by staying close to customers, keeping things simple, and balancing creativity with discipline.
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