EDS Case Study #3

From Regional Landscape Supplier to National Brand

How USA Pinestraw scaled into national big-box retail including a rapid Home Depot approval.

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Trusted Partners & Retail Channels

The Home Depot

Tractor Supply

Lowes

At A Glance

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7 Day

Home Depot Account Approval Turnaround

 

 

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   2 

New Retail

Channels Added 

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3+ Years

Ongoing Partnership

With EDS

What Ecom Diverisify Did

The challenge

USA Pinestraw, based in Canton, GA, was  already recognized as a prime regional producer and provider of pinestraw mulch. They were ready to sell at scale, but operational gaps blocked their growth:
  • Existing Lowe's Account Needed Professional Management
    • They had an existing vendor relationship with Lowe's but lacked the expertise to optimize listings, manage pricing, and handle day-to-day operations
  • Home Depot Seemed Out of Reach
    Getting approved as a Home Depot vendor is notoriously difficult, with typical timelines of 6 months or longer
  • Untapped Rural/Agricultural Market
    Tractor Supply's customer base was a natural fit for pine straw mulch, but David didn't have the connections to get in the door
  • Complex Logistics
    Shipping pallets of pine straw requires LTL freight expertise and coordination with retailer shipping accounts

The Solution

USA Pinestraw partnered with Ecom Diversify in March 2022 to execute a comprehensive retail expansion strategy, moving beyond reliance on online marketplaces and into leading retail e-commerce channels. Together, we developed a clear plan to get their products in front of retail buyers, secure new vendor relationships, and build out a channel-ready catalog tailored to each retailer’s requirements, laying the foundation for stable, scalable multi-channel growth.

  • Home Depot: 7-Day Approval
    Using our direct relationships with Home Depot's D28 (Outdoor Lawn & Garden) procurement team, we pitched USA Pinestraw's product line and secured vendor approval in just 7 business days — a process that typically takes months.
  • Lowe's: Account Takeover & Optimization
    USA Pinestraw had an existing Lowe's vendor account but lacked the bandwidth to manage it effectively. We took over full management of their Lowe's relationship, optimizing product listings, coordinating with buyers, and ensuring competitive positioning against Home Depot.
  • Tractor Supply: New Channel Access
    Recognizing that Tractor Supply's rural and agricultural customer base was perfect for pine straw mulch, we pitched and secured vendor approval in early 2023. We handled the entire SKU creation process, pricing strategy, and EDI integration through their dropship program.
  • Key Win: Escalation to the CEO
    When Home Depot's automated pricing algorithms drove retail prices to $149.99 (far above the $84.99 MSRP), we escalated directly to CEO Ted Decker through our executive network. Within 24 hours, pricing was corrected to MAP. This level of advocacy is what sets EDS apart — we fight for our clients at every level.

 The Results

 

By Partnering With EDS, USA Pinestraw Achieved: 

 

✅ Home Depot approved in 7 days (vs. typical 3-6 month timeline)
✅ Lowe's account professionally managed with optimized pricing
✅ Tractor Supply channel opened — accessing rural/agricultural buyers
✅ CEO-level intervention secured when pricing issues arose
✅ New products (LawnLevel, turf infill) being added across channels
✅ Freight/shipping negotiations ongoing to improve margins

 

Success Breakdown by Channel:

 
1020px-TheHomeDepot.svg-1 7-day approval — now selling multiple SKUs across boxes and pallets. Direct relationship with D28 Online Merchant team. Successfully escalated pricing issues to executive level.
 
 lowes-logo_5e9219da64b2d-980x466-1 Account takeover — transformed an existing but underperforming vendor relationship into an optimized channel with proper pricing and inventory management.
 
tsc letters logo only-1 New market access — opened the door to TSC's rural and agricultural customer base through their dropship program. Perfect fit for pine straw's use case.

 

Why It Worked:

01 Perfect Category Fit

Pine straw mulch is a perfect match for home improvement and rural supply retailers. The product serves homeowners, landscapers, and agricultural buyers — exactly the customer base at Home Depot, Lowe's, and Tractor Supply.

02 Operational Readiness

USA Pinestraw had their fundamentals dialed in: GS1 barcodes registered, high-quality product imagery, competitive pricing, and the ability to fulfill both small parcel (boxes) and LTL freight (pallets).

03 Direct Buyer Relationships

Our direct relationships with procurement teams — including the D28 Online Merchant at Home Depot — allowed us to bypass the typical vendor application queue and get USA Pinestraw in front of decision-makers immediately.

04 Executive-Level Advocacy

When automated pricing algorithms caused issues, we didn't accept "that's just how it works." We escalated to the CEO level and got results. This kind of advocacy is what separates management services from true partnership.
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Need more?
Let's Hear From USA Pinestraw

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Rick and his team got us approved on Home Depot in just 7 days — I didn't think that was possible. When our pricing got out of control, they escalated all the way to the CEO and got it fixed. They're not just a vendor management company — they actually fight for us. The ongoing management across Home Depot, Lowe's, and Tractor Supply has been invaluable.

David Taylor
CEO, USA Pinestraw

Key Takeaways

If you have the right product and the right partner you can turn years of retail frustration into weeks of meaningful progress.

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Speed Matters

With the right relationships, vendor approval can happen in days, not months. Our 7-day Home Depot approval proves it.

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Account Takeover Works

If you have an existing retail relationship that's underperforming, professional management can transform it without starting over.

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Channel Fit > Everything

Tractor Supply was a natural fit for pine straw. Identifying the right channels for your product is half the battle.

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Advocacy When It Counts

Retailers make mistakes. Having a partner who will escalate to executive level to protect your business is invaluable.

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Long-Term Partnership

3+ years of ongoing management means we know the account inside and out. That institutional knowledge pays dividends.

Ready to Replicate These Results?

If your brand is doing $2M+ on Amazon and you're ready to expand into retail channels like Home Depot, Lowe's, Tractor Supply, Wayfair, and more, we can help.

Here's how we work:

💰 $2,500 upfront to pitch your products to the retailer
✅ $2,500 balance only if we get you approved and you receive your vendor number
📊 90% approval rate for brands that are a strong category fit and operationally ready
⏱️ Typical timeline: 6–12 months from first pitch to vendor approval

What happens after approval?

You own the relationship. We can continue supporting you through our Consulting ($1,500/month) or Management (starting at $3,000/month) services, or you can manage the channel in-house.

Schedule Your Free Strategy Call
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