Home organization feels like another trend we’re seeing on Pinterest, Instagram, and YouTube, but anyone who likes to live with a little sanity in their life knows that an organized home has nothing to do with getting likes social media. It’s a real lifestyle choice. Nobody knows this better than sisters and professional organizers Brandie Larsen and Ryan Eisland, founders of Sort Home. But these incredible women are more than organizers, they are entrepreneurs, TV stars and mothers. They have a home organization line with mDesign, a TV show on The Design Network, and a growing business. Her practical yet pretty approach to organization changes lives, one shelf at a time, with a great sense of fun and humor.
A brilliant idea
There are many interesting ways people start businesses. It often comes from trying to solve a problem or having an “a-ha” moment. But for Larsen and Eisland, the idea came from their love for all things home. “We sat by the pool at the gym and hung out while our kids ran around. We did the pick up and drop off thing. Our mother owns a research company and we have always worked for her. But we knew that some changes were coming. So Ryan asked our cousin if she wanted to start an organizing company. I said, ‘I’m sitting here.’ At the time, we didn’t know anyone who was doing it,” says Larsen. “We love our home, we love organizing and we love decor – we change things up.”
Giving themselves a month to launch, the women began filming content in their own homes. It was 2017 and while the social media landscape was different back then, despite their hesitations, they felt they were doing the right thing. “We [said] We’re really going to organize and camera-ready these spaces in our homes. And when all else fails, and the entire company shows up and nobody ever hires us, we’ve really just redecorated our homes and really dialed in the systems,” says Larsen.
Still, the sisters approached everything with an entrepreneurial mindset. “We see everything as a hurdle, not a wall. And we keep bouncing over hurdles trying to take it to the next level.”
Line with mDesign
With their business thriving, Home Sort came under the spotlight in March 2022 when they a Household organization product line with mDesign. The brand is a $275 million private e-commerce company that designs and manufactures more than 11,000 products across the categories of storage, decor and furniture.
The women were fans of the brand and often used its products in the households they organized. They started a relationship through social media. “We wanted an exhibition-worthy organization at a good price that looks expensive. And have a certain design,” the sisters explain.
Sold on both mDesign’s website and Amazon, the line has everything you need to organize just about any room in the house. While there are plenty of standard essentials like clear containers, lazy susans, and pot racks, it goes well beyond the basics with beautifully designed bamboo pieces including drawer and storage containers, spice racks, drawer dividers, and even bread bins. There’s also a sleek black step stool that helps organize higher spaces. These aren’t just the products that are meant to be tucked away. The glass jars with wooden lids can, for example, decorate a kitchen counter or occupy open shelves as a functional decoration.
While not technically product designers, Eisland and Larsen immersed themselves in the process and really collaborated with the mDesign team. They went above and beyond and didn’t just put their name on a product like many creators and celebrities do. “We were with their designers who designed things. It was really kind of magical and intimidating all at the same time. But that’s how it works. [We’d say] A product must be expandable. So they would take a form or something they might already have. And then we adjust it,” explains Eisland.
They wanted the products to authentically reflect who they are as people and their brand, which meant they had design in mind with maximum functionality – creating something that just can’t be found anywhere else. Eisland tells me: “Even from an aesthetic point of view, there is no product that looks like this. And I think people really love it.”
On April 5, 2022, Home Sort debuted a show called sort it out on the design network. The six-episode series is available on Roku, AppleTV, and youtube and through the network’s website and app. Each episode features a different home and family trying to organize everything from a home office to a closet, kitchen and even a laundry room that doubles as a multipurpose room and cat bedroom.
Filming the show was an incredible experience for the sisters. “We had six families and we occupied a space that kept them from living their best lives. Our team walked in and just transformed the space. So they could concentrate on the essentials. So I hope [audiences feel] the heart behind it,” says Larsen, “it was real and authentic. Every amazing product we use was there.”
Each episode is thirteen minutes long and full of great ideas to help viewers organize their home, no matter what their mess. “We want every viewer to be able to take home some tips and tricks. That was very important to us because a lot of people have to organize themselves. We want to be a part of their journey. And if they can just watch the show and get some tips, that’s great. There are all kinds of rooms, all kinds of sizes. We show that no matter what room [is like]Organizing improves it,” says Eisland.
What’s next for Home Sort
During a second season of sort it out hasn’t been announced yet, it’s probably on the way. There are other mDesign products coming soon with closet and bathroom organizers. So every corner of the house can have its own home sort touch.