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The Sill expands from houseplants to outdoor gardening

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– 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.

But during the pandemic, millennials’ entry into a new phase of life accelerated. Like many of her peers, Blank left a major city (in her case, it was from New York to the Catskills). With those moves came a big opportunity for the Sill: houses with yards. About a year ago, the eight-figures-in-revenue brand started the transition to become an outdoors and gardening business, going from a billion-dollar houseplant market (rounded up, as Blank recalls telling investors) to an $11 billion consumer outdoors market. The brand closed its 12 retail stores and is focusing exclusively on ecommerce, where only 10% of sales in the category happen today.

“I was 26 when I founded the company, and I’m not 26 anymore,” Blank says. “It’s a direct reflection of how I’ve grown up.” To make the transition, Blank is stepping down as CEO and bringing on a new chief executive: Adam Smith, the former CEO of the ecommerce plants business Fast Growing Trees.

The pivot takes Blank back to her original vision for the Sill—but now her customers are ready for it. Half of the brand’s customers are between 25 and 44, and 58% live in a house. “My ambition for this business was always to be a full solution, and then I got caught up in the houseplant because it became this millennial obsession,” Blank says. She explains what attracted so many millennials to houseplants: “You could be into self-care. You could be into health and wellness. You could be into home decor. Or you could be a purist—you could actually just be into plants.”

Some of those same benefits are driving millennials’ interest in gardening. “You can’t be holding your iPhone while you’re watering plants,” Blank says. But even more than with indoor plants, millennials need guidance. Gardening is the most popular hobby in the U.S., Smith says—but older generations’ knowledge hasn’t been passed down to millennials, the oldest of whom are now 44.

Compared to traditional garden centers and giants like Home Depot, the Sill is positioning itself as a place new gardeners can buy plants, but also learn what to do with them. “We have this group of people who are coming into the core gardening time of their lives, and they don’t know what to do,” Smith says. “So we are starting from the very basics of: How do you dig a hole?”

Besides education on its website and on social media, that also includes merchandising the massive assortment of plants available for purchase. For older customers, their top purchases are usually privacy trees. Sill customers are typically in smaller first homes, buying plants for patios. Its top sellers are olive trees—a popular gift—and a Meyer lemon tree, which customers will buy for fun even in colder climates, where it may only produce five lemons a year.

Eliza Blank founded the houseplant brand the Sill in 2012.

Courtesy of The Sill

Houseplants still make up most of the Sill’s business, but Smith expects the breakdown between indoor and outdoor to reach 50/50 by next year. Its pivot addresses some core challenges with the live plants industry—namely, that shipping costs are so high no matter the value of a customer’s order. Adding bigger-ticket outdoor items ups the average order value, defraying some of those costs. It also increases sales during the spring and summer; houseplant sales peak during the holiday season.

Blank and Smith say they’re not interested in returning to physical retail—and Blank isn’t interested in going back to startup-style venture capital. She says the brand is “done” raising institutional capital. And she hasn’t seen many of her 2010s peers survive millennials’ evolution, either.

“Most brands, they’re comfortable with what they know, so they’ll just continue to act the same even as their customers age—or they’ll try and acquire the younger version of the customer,” she says.

Today, millennials want more than vibey houseplants. “How do you keep yourself grounded when everything else around you is changing so rapidly?” Blank says. “Gardening just reminds us that there is a payoff to being patient, and you can’t have everything give you instant gratification.”

Emma Hinchliffe
emma.hinchliffe@fortune.com

The Most Powerful Women Daily newsletter is Fortune’s daily briefing for and about the women leading the business world. Today’s edition was curated by Sara Braun. Subscribe here.

ALSO IN THE HEADLINES

– Almost done. Jurors came close to delivering a verdict in Sean “Diddy” Combs’ case yesterday evening, but the judge told them to keep deliberating. Jurors had reached a verdict on four of five counts—making a decision on the charge of sex trafficking, but not the count of racketeering conspiracy (which carries the highest sentence). CNN

– BBB. The Senate passed President Trump’s “big beautiful bill;” the massive tax and spending bill opposed by former Trump ally Elon Musk now goes to the House for a vote. Sen. Susan Collins (R-Maine) was one of three Republicans to vote against the bill, which will significantly cut the American social safety net. Sen. Lisa Murkowski (R-Alaska), another closely watched swing vote, ended up voting in favor. CNN

– Bankruptcy bid. Anne Wojcicki won court approval to buy back the assets of 23andMe, the bankrupt genetic testing company she founded, for $305 million. She won out against Regeneron Pharmaceuticals, which was also vying for the purchase. AP

– Security to safety. WNBA team the Chicago Sky struck a deal with Moonshot, a counterterrorism startup. The startup will use its technology to protect Chicago Sky players from online abuse and harassment. Chicago Sky star player Angel Reese, now in her second year in the league, has been one of the most affected by a rise in hate speech and abuse among women’s basketball viewers. The Information

MOVERS AND SHAKERS

The Ford Foundation announced the appointment of Heather K. Gerken as the organization’s incoming president. She currently serves as the dean of Yale Law School. 

BBG Ventures, a New York-based early stage venture fund, promoted Claire Biernacki to partner. 

Vimeo appointed Rose Frawley as its chief people officer. She most recently was the chief people officer at YipitData, a data and analytics firm. 

The Newsette, a women’s newsletter, announced the appointment of Alexandra Pastore as its new vice president of content. She most recently served as the deputy editor of strategic content development at WWD.

Go1, a content aggregator for L&D leaders, appointed Jenny Dearborn to its board of directors. She currently serves as the chief people strategy officer at BTS. 

Lavoir Pharma Inc., a pharmaceutical company that specializes in diabetic wound and skin treatments, announced the appointment of Dr. Imaze Marian Davis as chief medical officer. She previously served as the director of the Wound Healing Center at North Shore Medical Center. 

Hyland, a unified content, process, and application intelligence platform, appointed Nanette Lazina as senior vice president, global channels and OEMs. She most recently served as chief partner officer at SAP. 

ON MY RADAR

How investors fell back in love with fashion tech Business of Fashion

A ‘striking’ trend: After Texas banned abortion, more women nearly bled to death during miscarriage ProPublica

A clear formula is emerging to rehabilitate certain men of #MeToo Slate

PARTING WORDS

“I’ve looked at some of the bad things as little gifts. That propelled me. That made me discover strength that I didn’t know I had, or made me stand up and say, ‘I’ll prove you wrong, and I’ll do this.’ It moved me forward.” 

Model Christie Brinkley on what she learned while writing her new memoir



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Trump wants more health savings accounts. A catch: they can’t pay insurance premiums

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With the tax-free money in a health savings account, a person can pay for eyeglasses or medical exams, as well as a $1,700 baby bassinet or a $300 online parenting workshop.

Those same dollars can’t be used, though, to pay for most baby formulas, toothbrushes — or insurance premiums.

President Donald Trump and some Republicans are pitching the accounts as an alternative to expiring enhanced federal subsidies that have lowered insurance premium payments for most Americans with Affordable Care Act coverage. But legal limits on how HSAs can and can’t be used are prompting doubts that expanding their use would benefit the predominantly low-income people who rely on ACA plans.

The Republican proposals come on the heels of a White House-led change to extend HSA eligibility to more ACA enrollees. One group that would almost certainly benefit: a slew of companies selling expensive wellness items that can be purchased with tax-free dollars from the accounts.

There is also deep skepticism, even among conservatives who support the proposals, that the federal government can pull off such a major policy shift in just a few weeks. The enhanced ACA subsidies expire at the end of the year, and Republicans are still debating among themselves whether to simply extend them.

“The plans have been designed. The premiums have been set. Many people have already enrolled and made their selections,” Douglas Holtz-Eakin, the president of the American Action Forum, a conservative think tank, warned senators on Nov. 19. “There’s very little that this Congress can do to change the outlook.”

Cassidy’s Plan

With health savings accounts, people who pay high out-of-pocket costs for health insurance are able to set aside money, without paying taxes, for medical expenses.

For decades, Republicans have promoted these accounts as a way for people to save money for major or emergent medical expenses without spending more federal tax dollars on health care.

The latest GOP proposals would build on a change included in Republicans’ One Big Beautiful Bill Act, which makes millions more ACA enrollees eligible for health savings accounts. Starting Jan. 1, those enrolled in Obamacare’s cheapest coverage may open and contribute to HSAs.

Now Republicans are making the case that, in lieu of the pandemic-era enhanced ACA subsidies, patients would be better off being given money to cover some health costs — specifically through deposits to HSAs.

The White House has yet to release a formal proposal, though early reports suggested it could include HSA contributions as well as temporary, more restrictive premium subsidies.

Sen. Bill Cassidy — a Louisiana Republican who chairs the Senate Health, Education, Labor, and Pensions Committee and is facing a potentially tough reelection fight next year — has proposed loading HSAs with federal dollars sent directly to some ACA enrollees.

“The American people want something to pass, so let’s find something to pass,” Cassidy said on Dec. 3, pitching his plan for HSAs again. “Let’s give power to the patient, not profit to the insurance company.”

He has promised a deal can be struck in time for 2026 coverage.

Democrats, whose support Republicans will likely need to pass any health care measure, have widely panned the GOP’s ideas. They are calling instead for an extension of the enhanced subsidies to control premium costs for most of the nearly 24 million Americans enrolled in the ACA marketplace, a larger pool than the 7.3 million people the Trump administration estimates soon will be eligible for HSAs.

HSAs “can be a useful tool for very wealthy people,” said Sen. Ron Wyden of Oregon, the top Democrat on the Senate Finance Committee. “But I don’t see it as a comprehensive health insurance opportunity.”

Who Can Use HSAs?

The IRS sets restrictions on the use of HSAs, which are typically managed by banks or health insurance companies. For starters, on the ACA marketplace, they are available only to those with the highest-deductible health insurance plans — the bronze and catastrophic plans.

There are limits on how much can be deposited into an account each year. In 2026 it will be $4,400 for a single person and $8,750 for a family.

Flexible spending accounts, or FSAs — which are typically offered through employer coverage — work similarly but have lower savings limits and cannot be rolled over from year to year.

The law that established HSAs prohibits the accounts from being used to pay insurance premiums, meaning that without an overhaul, the GOP’s proposals are unlikely to alleviate the problem at hand: skyrocketing premium payments. Obamacare enrollees who receive subsidies are projected to pay 114% more out-of-pocket for their premiums next year on average, absent congressional action.

Even with the promise of the government depositing cash into an HSA, people may still opt to go without coverage next year once they see those premium costs, said Tom Buchmueller, an economics professor at the University of Michigan who worked in the Biden administration.

“For people who stay in the marketplace, they’re going to be paying a lot more money every month,” he said. “It doesn’t help them pay that monthly premium.”

Others, Buchmueller noted, might be pushed into skimpier insurance coverage. Obamacare bronze plans come with the highest out-of-pocket costs.

An HHS Official’s Interest

Health savings accounts can be used to pay for many routine medical supplies and services, such as medical and dental exams, as well as emergency room visits. In recent years, the government has expanded the list of applicable purchases to include over-the-counter products such as Tylenol and tampons.

Purchases for “general health” are not permissible, such as fees for dance or swim lessons. Food, gym memberships, or supplements are not allowed unless prescribed by a doctor for a medical condition or need.

Americans are investing more into these accounts as their insurance deductibles rise, according to Morningstar. The investment research firm found that assets in HSAs grew from $5 billion 20 years ago to $146 billion last year. President George W. Bush signed the law establishing health savings accounts in 2003, with the White House promising at the time that they would “help more American families get the health care they need at a price they can afford.”

Since then, the accounts have become most common for wealthier, white Americans who are healthy and have employer-sponsored health insurance, according to a report released by the nonpartisan Government Accountability Office in September.

Now, even more money is expected to flow into these accounts, because of the One Big Beautiful Bill Act. Companies are taking notice of the growing market for HSA-approved products, with major retailers such as Amazon, Walmart, and Target developing online storefronts dedicated to devices, medications, and supplies eligible to be purchased with money in the accounts.

Startups have popped up in recent years dedicated to helping people get quick approval from medical providers for various — and sometimes expensive — items, memberships, or fitness or health services.

Truemed — a company co-founded in 2022 by Calley Means, a close ally of Health and Human Services Secretary Robert F. Kennedy Jr. — has emerged as one of the biggest players in this niche space.

A $9,000 red cedar ice bath and a $2,000 hemlock sauna, for example, are available for purchase with HSA funds through Truemed. So, too, is the $1,700 bassinet, designed to automatically respond to the cries of a newborn by gently rocking the baby back to sleep.

Truemed’s executives say its most popular products are its smaller-dollar fitness offerings, which include kettlebells, supplements, treadmills, and gym memberships.

“What we’ve seen at Truemed is that, when given the choice, Americans choose to invest their health care dollars in these kinds of proven lifestyle interventions,” Truemed CEO Justin Mares told KFF Health News.

Means joined the Department of Health and Human Services in November after a stint earlier this year at the White House, where he worked when Trump signed the One Big Beautiful Bill Act into law in July. Truemed’s general counsel, Joe Vladeck, said Means left the company in August.

Asked about Means’ potential to benefit from the law’s expansion of HSAs, HHS spokeswoman Emily Hilliard said in a statement that “Calley Means will not personally benefit financially from this proposal as he will be divesting from his company since he has been hired at HHS as a senior advisor supporting food and nutrition policy.”

Truemed is privately held, not publicly traded, and details of how Means will go about divesting have not been disclosed.

KFF Health News is a national newsroom that produces in-depth journalism about health issues and is one of the core operating programs at KFF — the independent source for health policy research, polling, and journalism.



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Netflix lines up $59 billion of debt for Warner Bros. deal

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Netflix Inc. has lined up $59 billion of financing from Wall Street banks to help support its planned acquisition of Warner Bros. Discovery Inc., which would make it one of the largest ever loans of its kind.

Wells Fargo & Co., BNP Paribas SA and HSBC Plc are providing the unsecured bridge loan, according to a statement Friday, a type of financing that is typically replaced with more permanent debt such as corporate bonds.

Under the deal announced Friday, Warner Bros. shareholders will receive $27.75 a share in cash and stock in Netflix. The total equity value of the deal is $72 billion, while the enterprise value of the deal is about $82.7 billion.

Bridge loans are a crucial step for banks in building relationships with companies to win higher-paying mandates down the road. 

A loan of $59 billion would rank among the biggest of its type, Anheuser-Busch InBev SA obtained $75 billion of loans to back its acquisition of SABMiller Plc in 2015, the largest ever bridge financing, according to data compiled by Bloomberg.



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Stocks: Facing a vast wave of incoming liquidity, the S&P 500 prepares to surf to a new record high

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The S&P 500 index ticked up 0.3% yesterday, its eighth straight upward trading session. It is now less than half a percentage point away from its record high, and futures were pointing marginally up again this morning. Nasdaq 100 futures were even more optimistic, up 0.39% before the open in New York. The VIX “fear” index (which measures volatility) has sunk 12.6% this month, indicating that investors seem to have settled in for a calm, quiet, risk-on holiday season.

They have reason to be happy. Washington is preparing a wave of incoming liquidity that is likely to generate fresh demand for equities.

For instance, the CME FedWatch index shows an 87% chance that the U.S. Federal Reserve will deliver an interest rate cut next week, delivering a new round of cheaper money. Further cuts are expected in 2026.

Furthermore, Wall Street largely expects President Trump to announce that Kevin Hassett will replace Fed chairman Jerome Powell in May—and Hassett is widely regarded as a dove who will lean in favor of further rate cuts.

Elsewhere, the Fed has begun a series of “reserve management purchases,” a program in which the central bank will buy short-term T-bills—a move that will add more liquidity to markets generally.

Banks, brokers and trading platforms are also lining up to handle ‘Trump Accounts,’ into which the U.S. government will deposit $1,000 for every child. The trust fund can be invested in low-cost stock index trackers—a new source of investment demand coming online in the back half of 2026.

So it’s no surprise that nine major investment banks polled by the Financial Times expect stocks to rise in 2026; the average of their estimates is by 10%.

The Congressional Budget Office also estimates that the One Big Beautiful Bill Act will add 0.9% to U.S. GDP next year largely because it allows companies to immediately deduct capital expenditures from their taxes—spurring a huge round of corporate spending. 

With all that fresh money on the horizon, it’s clear why markets have shrugged off their worries about AI and Bitcoin. The only shock will be if the S&P fails to hit a new all-time high by the end of the year.

Here’s a snapshot of the markets ahead of the opening bell in New York this morning:

  • S&P 500 futures were up 0.2% this morning. The last session closed up 0.3%. 
  • STOXX Europe 600 was up 0.3% in early trading. 
  • The U.K.’s FTSE 100 was up 0.14% in early trading. 
  • Japan’s Nikkei 225 was up 2.33%. 
  • China’s CSI 300 was up 0.34%. 
  • The South Korea KOSPI was down 0.19%. 
  • India’s NIFTY 50 is up 0.18%. 
  • Bitcoin was flat at $93K.



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