E-Commerce Connect™ Partners with Allison Steele Design to Help Independent Garden Centers Build Stronger Brands Online

Flagler Beach, FL — E-Commerce Connect™, the horticulture industry’s only e-commerce and drop-shipping network for independent garden centers, is pleased to announce a strategic partnership with Allison Steele Design, expanding the resources available to members as they grow their online businesses.

As more independent garden centers enter the digital marketplace, success requires far more than simply launching an online store. Today’s consumers expect compelling brands, engaging websites, thoughtful customer experiences, and consistent marketing across every touchpoint. Through this partnership, E-Commerce Connect™ members will have access to a comprehensive suite of branding, creative, website, and digital marketing services designed specifically for the horticulture industry.

“One of the biggest challenges we see isn’t getting a garden center online—it’s helping them stand out once they’re there,” said Souny Kennedy, Co-Founder of BoomerWrangle powering the E-Commerce Connect™ program. “We’ve built the technology, supplier network, and e-commerce infrastructure. Partnering with Allison Steele Design gives our members access to experienced creative professionals who understand how to tell their story, strengthen their brand, and create meaningful customer experiences that drive sales.”

The partnership brings together the expertise of a talented team of creative and marketing specialists. Allison Steele leads creative direction, brand development and serves as the primary client contact, ensuring each project receives a personalized, relationship-driven approach. Joining her in this partnership are Aubrey Strother, web designer and developer, and Lindsey Paholski, digital marketing and CRM specialist. Together, they bring a thoughtful, strategic approach to every project, combining their expertise to discover what works best for each client and create brands that grow alongside their e-commerce businesses.

Rather than offering one-size-fits-all packages, their collaborative team has developed a flexible service model that allows each garden center to choose the support that best fits its current stage of growth. Services are organized into five key areas:

• Brand Development Options

• e-Commerce Development Options

• Email Marketing Options

• Digital Marketing Options

• Print Collateral (Optional Add-On)

This customized approach recognizes that every independent garden center has different strengths, resources, and goals. Whether a retailer needs a complete brand refresh, website enhancements, email automation, digital advertising support, or professionally designed print materials, services can be tailored to meet those unique needs.

Every garden center has its own story, personality, and customer base. Instead of forcing businesses into rigid service tiers, we’ve created flexible options that allow each client to receive exactly the support they need. Our goal is to help independent garden centers build brands that are authentic, memorable, and positioned for long-term success in today’s digital marketplace.

“Relationships have always been at the center of how I work,” said Allison Steele, Founder and Creative Director of Allison Steele Design.

The partnership complements E-Commerce Connect’s mission of helping independent garden centers compete more effectively in e-commerce through technology, supplier partnerships, marketing, education, and business support. Members already benefit from supplier drop-shipping capabilities, onboarding assistance, educational resources, and ongoing training. The addition of professional branding and marketing services further strengthens the organization’s commitment to helping retailers succeed online.

Together, E-Commerce Connect™ and Allison Steele Design are creating a more complete solution—combining technology, strategy, branding, marketing, and customer experience—to help independent garden centers thrive in an increasingly competitive digital world.

One of the many benefits available to E-Commerce Connect™ members is access to trusted partners like Allison Steele Design. Together, we're helping independent garden centers strengthen their brands, improve their online presence, and create websites that inspire customers. Explore a few of our member projects below:

• White Oak Gardens: https://allisonsteele.com/project/white-oak-gardens/

• Kennedy's Country Gardens: https://allisonsteele.com/project/kennedys-country-gardens/

• Tidal Roots: https://allisonsteele.com/project/tidal-roots/

• The Gardener's Center: https://allisonsteele.com/project/the-gardeners-center/

For more information, please reach out to John Kennedy, E-Commerce Connect™, info@e-commerceconnect.com.

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About Allison Steele

Allison Steele is an experienced creative specializing in strategic brand development, website design, digital and email marketing. Through a collaborative, relationship-first approach, she helps businesses build memorable brands and meaningful customer experiences that drive long-term growth.With nearly 20 years of experience in the design industry, Allison's roots in the independent garden center world run deep. After beginning her career working with IGCs right out of college, she has continued to serve many of those same businesses throughout her career while partnering with garden centers across the country. Based in the hills of southern Indiana, Allison lives with her husband, two children, their dog, and a small flock of chickens. Inspired by the beauty of nature, she brings her love of the outdoors, plants, and illustration into every brand she creates. Her philosophy is simple: a brand is far more than a logo. It's the heart of a business—the feeling customers experience whether they're walking through the garden center, browsing online, or engaging on social media. Every touchpoint should tell the same authentic story. She believes the best creative partnerships are built on genuine relationships, taking the time to truly know her clients so every project feels personal, collaborative, and lasting. As she often says, "I love good things, good people and great design." For branding and creative services, visit www.allisonsteele.com.

About Aubrey Strother

Aubrey Strother is an experienced web designer and developer with a deeply-rooted passion for all things design. She is known for her ability to take a brand and bring it to life in a meaningful way with a website that resonates with their people through impactful design and well-thought-out user journeys. Her forward-thinking approach to web development creates not only a great user experience for the consumer, but an intuitive backend that helps the brands she works with feel empowered to manage their own website. Nestled in the woods, living in a midcentury-modern house on a hill, Aubrey and her husband spend their days raising their two young children, guiding their college student through adulthood, and chasing their two whippets while prioritizing connecting with nature and appreciating retro design and technology. Her surroundings inspire her designs and helping small businesses succeed in their marketing endeavors excites her to her core. For website design, visit www.craftedbyaubrey.com.

About Lindsey Paholski

Lindsey Paholski is a digital marketer and CRM specialist who helps businesses strengthen relationships with existing customers while reaching and engaging new ones. With experience spanning email marketing, customer journeys, paid advertising, social media, content strategy, and campaign analysis, she brings the different pieces of a company’s marketing together to create a more thoughtful and effective customer experience. Lindsey is especially passionate about helping independent businesses better understand their customers and use that knowledge to grow. Rather than relying on one-size-fits-all marketing tactics, she looks closely at customer behavior, business goals, and performance data to determine what will make the greatest impact. Whether she is building an automated email journey, developing a digital campaign, or identifying opportunities to improve customer retention, her goal is to create marketing that feels personal, intentional, and relevant to the customer. Lindsey lives with her wife, their son and two rescue dogs in her childhood home, tucked into the back of a quiet neighborhood and surrounded by woods on two sides. That connection to home, family, and community shapes the way she approaches her work. She values genuine relationships, thoughtful collaboration, and helping small local businesses build marketing systems that support both where they are today and where they hope to grow. To connect with Lindsey, visit www.linkedin.com/in/lindseypaholski.