Last year, Pink Lily logged $141 million in gross sales, a 200‑plus‑fold leap from its modest $300 eBay launch.
The Gerbigs began in 2011, staking out a niche in affordable women’s apparel. Tori still held an insurance job while she and Chris fulfilled orders from their living room, covering only shipping costs and a handful of suppliers. Monthly profits hovered between $300 and $1,000, enough to chip away at student loans and refill inventory.
A turning point came in 2013 when a newly built website and a Facebook community turned casual browsing into repeat customers. By May 2014, monthly revenue topped $100,000, prompting Tori to quit her insurance role and dedicate herself full‑time. Chris joined a few months later, steering finances, and the company ended 2014 with more than $4 million in revenue.
Growth accelerated: in 2019 Pink Lily hit $70 million in sales and secured a minority investment to fuel expansion. By 2022, the catalog boasted 11,000 items, a flagship store opened in Bowling Green, and 250 full‑time staff made the business one of the city’s largest employers.
Looking ahead, the Gerbigs are targeting a U.S. rollout of new concept stores, leveraging the same social‑media‑driven product curation that turned a side hustle into a retail empire. The next milestone will be the opening of a second flagship outlet in a major metro market next spring.