– Growth trajectory. Many of the direct-to-consumer brands of the 2010s succeeded by targeting millennial customers who had a lot in common with those companies’ founders—they were young and living in major cities, with the problems and needs that come with that lifestyle.
The Sill was one of those companies. Founded in 2012 by Eliza Blank, it sold houseplants online and out of small retail stores, contributing to millennials’ houseplant obsession. Its plants came in recognizable, chic pots, a marker of style and taste.
