Kian-backed Eden Brothers adds Michael Hollenstein as CEO, expands senior leadership team

Michael Hollenstein is the new CEO of Eden Brothers.

Kian Capital and its portfolio company, Eden Brothers, announced the hiring of Michael Hollenstein as CEO of Eden Brothers, a U.S. e-commerce retailer specializing in flower seeds and bulbs.

Hollenstein has more than 20 years of experience in product management and merchandising and was most recently CEO and president of DecksDirect, where he oversaw the acquisition and integration of multiple add-ons and led the company into its next phase of growth. Prior to DecksDirect, he was CEO of reading glasses company eyebobs for six years.

“I am honored to join Eden Brothers as CEO,” Hollenstein said. “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 and collaborate closely with the company’s founder, Sabine Randon, on a day-to-day basis to continue delivering an innovative, best-in-class product selection for our customers.”

Eden Brothers also announced 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 has more than two decades of finance experience, along with 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.

Van Marter has a decade of experience, most recently 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.”

“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 is seeking partnerships with operators in the home, lawn and garden industries across the U.S. Business owners interested in learning more can contact David Duke, business development partner at Kian, at dduke@kiancapital.com.

Kian is a lower-middle-market-focused private investment firm with $1.1 billion of capital under management.