In this episode of Spectruss Speakeasy, Sam sits down with Cole Webster, the third-generation owner of The Barn Nursery, one of Chattanooga’s most beloved and enduring businesses. What started as a humble backyard operation in 1954 has since grown into a thriving, multi-million dollar garden center with an expanding customer base and a powerful legacy of family, innovation, and grit.
Cole dives into what it means to take the reins of a business built by his grandfather and mother, discussing the pressure, pride, and responsibility that comes with it. The conversation covers how The Barn has continued to evolve in an industry that’s largely seasonal, yet increasingly competitive. From navigating shifting consumer trends to adapting logistics and staffing post-COVID, Cole shares how they’ve kept things rooted in service while growing far beyond expectations.
A major theme in the episode is the brand’s ability to innovate while staying grounded in values. Cole recounts wild events like the time a hailstorm almost wiped out a major delivery and how they recovered, the importance of a customer-first mindset, and the complexities of dealing with rising costs, international sourcing, and local government red tape.
They also talk marketing, specifically, how leaning into authenticity and nostalgia through collaboration with Spectruss helped elevate The Barn’s identity and online presence. “We don’t want to be like the big-box stores,” Cole says. “We want people to feel something when they come here.”
Whether you’re an entrepreneur running a family business or a marketer looking for insight into storytelling that sticks, this conversation offers something valuable. It’s a deep dive into what legacy really means when it comes with forklifts, flower pots, and a hell of a lot of hustle.
Tune in to hear how Cole Webster and The Barn Nursery continue to thrive, planting more than just trees, but lasting roots in their community and industry.
Listen to Episode 10 of Spectruss Speakeasy to hear Cole’s full story:
Watch it on YouTube here
Hear it here on Spotify
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