ABOUT THE BRAND

A grassroots brand built on community, now scaling with intention

BWH Plant Co. began with a trailer, a dream, and a pop-up at local breweries. What started as a grassroots experiment quickly evolved into a fast-growing DTC brand with a national following and a community of plant lovers that extends far beyond central Florida.

From the beginning, the mission was clear: offer rare and beautiful plants at accessible prices—and create a sense of belonging while doing it. That focus on community became the engine behind BWH’s rapid growth online.

As the brand scaled, so did its complexity. The company moved into a full-scale warehouse, expanded its offerings, and invested in ecommerce. But what never changed was the operator-first mindset behind it all. At the center of that growth is Carlie Paluzzi, BWH’s co-founder and COO, who leads everything from shipping to marketing to customer communication—and who championed the launch of their mobile app.

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THE CHALLENGE

The search for an owned marketing and sales channel

In the early days, BWH built its brand on social media. Instagram was where product drops happened, where community thrived, and where customers turned to stay in the know. But when the brand lost access to its Instagram account, Carlie realized something critical: they were building on rented land. 

That experience revealed a deeper issue: their entire communication strategy relied on a platform they didn’t own. For a lean team with no formal marketing department, losing that connection felt like losing the heartbeat of the brand.

What they needed wasn’t just a temporary workaround. They needed a new foundation—one they could operate independently, affordably, and reliably. And it had to be easy enough for Carlie to run herself.

Push notifications quickly emerged as the most compelling solution. They were fast, effective, and cost-free to send. More importantly, they were real-time and direct—exactly what the brand needed to keep their customers informed, engaged, and coming back.

“We love having direct access to our customers through push notifications. Especially since we’re not using SMS yet. As a startup, cost matters, and push is a way to engage without the costs of email or SMS. The fact that it’s unlimited makes it even more valuable for a growing brand like ours.”
Carlie Paluzzi, Co-Founder & COO at BWH Plant Co

‍WHY TAPCART

A platform built for speed, simplicity, and self-sufficiency

Carlie didn’t have time for complexity. She needed a mobile app that could be built, tested, and launched by a small team without relying on outside developers or expensive integrations. Tapcart made that possible.

With Tapcart, Carlie could design and update the app homepage, launch product collections, and send targeted push notifications—all on her own. The platform’s intuitive builder and live syncing with Shopify made it easy to remerchandise on the fly, even when inventory changed daily.

That agility became essential. BWH grows over 90% of its inventory in-house, which means product availability is always in flux. If a grower needed to move inventory quickly, Carlie could turn around a flash sale or special collection in under an hour, with a push notification ready to go.

“When we have inventory that needs to move fast, I can quickly take photos, upload them to the app, and launch a flash sale or promo on the spot. It takes no time at all to pull everything together. Tapcart’s platform gives us the speed and flexibility to act instantly and capitalize on timely opportunities.”
Carlie Paluzzi, Co-Founder & COO at BWH Plant Co

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THE STRATEGY

Fast drops, real-time communication, and a mobile space built for the brand’s biggest fans

BWH’s growth is tied to its speed. New plant arrivals and restocks happen multiple times a week, and the business depends on quick, effective communication to move inventory and keep the community informed.

The mobile app quickly became the hub for:

• Timely product drops and limited restocks
  
• Weekly remerchandising of the app homepage
  
• Back-in-stock launches and last-chance promotions
  
• Countdown timers to build anticipation for upcoming releases
  
• Push notifications to keep customers connected to what’s happening now
  

But the app didn’t just help with logistics. It created a space where BWH’s most engaged fans could come for exclusive experiences and creative campaigns, like their newly-launched BWH TV—a tab inside the app that features how-to videos and livestream shopping, giving customers a direct, informative way to interact with the brand’s product experience.

The app also serves as a testing ground for creative campaign ideas. During their anniversary sale, the team launched an app-exclusive scavenger hunt that invited customers to follow clues hidden throughout the app. Those who completed the journey were rewarded with a surprise gift: “It’s been a big hit and drove a ton of new downloads. It’s a great example of how brands can build community and reward loyal customers in a creative way.”

The app gives BWH the freedom to launch ideas fast, test new formats, and experiment with campaigns in real time, without the friction of approvals, delays, or external dependencies.

“There aren’t a million layers to get something approved. We have an idea, and we can execute in 48 hours. If it works, great—we build on it. If not, we learn and move on.”
Carlie Paluzzi, Co-Founder & COO at BWH Plant Co

THE RESULTS

BWH’s #1 sales channel with higher AOV, stronger engagement, and 97% retention

Carlie launched the app to create a more direct, owned relationship with their core customers. But what she didn’t expect was that it would quickly become their highest-performing channel.

Performance Highlights:

• 56% of online DTC revenue now comes through the app
  
• 35% higher average order value on the app vs. web
• 97% retention rate among app users
  

More than just a revenue driver, the app has become central to how BWH plans and executes marketing. Every new integration, partnership, or campaign is vetted through a single question: will this integrate with Tapcart?

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THE FUTURE

From an urgent solution to a long-term strategy for growth

What started as a response to losing access to their Instagram account has since become the cornerstone of BWH’s digital strategy. The mobile app helped them reconnect with their customers and gave them a channel they could fully own, manage independently, and build upon for the future.

Today, the app drives more than half of BWH’s online DTC revenue, and Carlie is now looking to scale its impact further by using paid campaigns to bring new customers directly into the app experience from the start. With strong conversion, high retention, and meaningful engagement already in place, the strategy is simple: grow what’s working.

“We think Tapcart-first in everything we do. From strategy to creative to tech, the app is where our most loyal customers are—and where we deliver the best experience.”
Carlie Paluzzi, BWH’s Co-Founder and COO

For small teams with big goals, the BWH story shows how a mobile-first strategy can become both a growth engine and a foundation for long-term success. The app remains at the center of how BWH builds community, drives revenue, and plans for what’s next.

Ready to create a high-performing mobile experience that reflects your brand’s identity and values? Let's talk about your app strategy.