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Seth Rogen's cannabis brand, Houseplant, to expand its line of 'housegoods'

Jun 16, 2022 | Media Partners, The GrowthOp

This post is presented by our media partner The Growth Op
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Houseplant is focused on growing its line of homewares including ceramics, ashtrays, lighters, accessories and lamps

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Seth Rogen’s cannabis brand, Houseplant, is growing its line of ‘housegoods.’

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The actor, comedian and cannabis enthusiast has increasingly focused on ceramics in recent years and the company has now hired a veteran consultant to help it expand its line of ashtrays, lighters, accessories, lamps and more.

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Kelly Natenshon is the latest hire at Houseplant and takes on a newly created role within the company, Senior Vice President of Housegoods. The hire was announced in a press release.

Natenshon was previously in product and merchandising leadership roles with Pottery Barn, where she helped grow the company’s billion-dollar furniture, lighting, housewares and décor businesses across retail and direct-to-consumer channels.

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“Houseplant is a cultural zeitgeist at the intersection of design, cannabis and interiors that is quickly filling a gap in the market for a new sophistication of homewares,” Natenshon said in a statement. “I could not be more excited to join this dynamic team who values design as much as I do, and for the opportunity to lead the home division of a company that has already seen immense success with products that resonate so well with both the cannabis and the design communities.”

After winding down its operations in Canada last July, Houseplant has found renewed success in the U.S. with a focus on cannabis and houseware.

In April, the company invited various media organizations into the Los Angeles bungalow that serves as an office, meeting space and exhibition of Houseplant products.

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The home boasts one of the world’s largest vintage ashtray collections and is filled with company merchandise.

In a video tour for Architectural Digest, Rogen said packaging has been a focus for the company, as of late.

“We wanted [Houseplant products] to come in innovative and interesting packaging. And as someone who smokes weed all day, every day and has a home where they would like to reflect their sensibilities and who they are and their tastes, I found myself really struggling to furnish my home in a way that complimented the fact that I smoke weed all day, every day,” Rogen explained.

The company recently worked with Pràctica, an international architecture and design firm, as well as Ma-Ma, a multidisciplinary design studio based in New York City, to come up with Houseplant’s revamped packaging.

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In her newly created position, Nathenshon will oversee product strategy, curation and development for Housegoods.

“Through Housegoods, we are actively engaging with and selling products to consumers in all 50 states today; with Kelly’s leadership, we will be able to prudently expand our offerings and meet all of our growth objectives over the coming years, to make Houseplant the leading global cannabis lifestyle company,” Houseplant co-founder and CEO Mikey Mohr said in a statement.

Earlier this week, the company launched a pair of new products, a Houseplant weight lamp that contains a removable ashtray and a USB-charged stack lantern, featuring a built-in funnel ashtray with a notch, bridle leather handle and an adjustable dimmer.

Houseplant plans to continue launching new products throughout the summer, including more ashtrays and ceramics designed by Rogen.

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