Austin-based TreeHouse, a home improvement retailer focused on eco-friendly construction materials, has selected Dallas as its first stop outside its hip hometown. Tuesday, it will announce plans to open a store in early 2017 in a new shopping center in North Dallas.
TreeHouse CEO and co-founder Jason Ballard believes he can sell the world on eco-friendly homes in the same way that Tesla is broadening the customer base for electric cars. As the first retailer that Tesla has authorized to sell the Powerwall, its battery for the house, TreeHouse is already a powerhouse of sustainable good. They are also one of the top-selling retailers of Nest smart-home products, Ballard said.
“We resist being a niche company,” Ballard said. “We’re not just for customers with dreadlocks and card-carrying members of environmental groups. We’re going to prove with the Dallas store that we’re not a store for special people, we’re a store for everyone.”
Single-store sales have increased 35 percent every year, he said, without disclosing annual sales. Inc. Magazine said last fall that the store was on track to do $10 million in 2015.