# Wellness-Centric Plant Shops 'The Sill' Appeals to Millennials from a Self-Care Perspective By Laura McQuarrie | Published 2019-02-21 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/the-sill References: [fastcompany](https://www.fastcompany.com/90310002/the-hottest-new-wellness-startups-are-selling-houseplants) & [thesill](https://www.thesill.com/) Houseplants are often only purchased for their aesthetic qualities or sometimes even their ability to improve indoor air quality—The Sill sets itself apart as a modern plant retailer that recognizes "Plants Make People Happy." The New York City-based company recently opened the doors to its first Los Angeles store, which specifically appeals to Millennials—also known as "Generation Stress"—from a health and wellness angle, as numerous studies have shown that keeping indoor plants purifies the air and increases productivity. The Sill also operates as a direct-to-consumer start-up that makes it incredibly easy to outfit one's [city dwelling with plants](https://www.trendhunter.com/trends/trader-joes-mini-can-foliage) of all sizes. Online and in-store, The Sill also hosts regular [plant care workshops](https://www.trendhunter.com/trends/plant-care-assistants) and operates The Sill Forum as an online community platform for people to get answers about plant care, identify plants and more. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 94% | Activity: 97% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Home](https://www.trendhunter.com/home) ## Key Themes ### What's Driving This Trend - **Wellness-centric Plant Shops:** Disruptive innovation opportunity: Create plant shops that focus on the health and wellness benefits of indoor plants to appeal to millennials and promote self-care. - **Direct-to-consumer Plant Retail:** Disruptive innovation opportunity: Develop a start-up that offers seamless online and in-store shopping experiences for urban dwellers looking to easily incorporate plants into their homes. - **Community-driven Plant Care Platforms:** Disruptive innovation opportunity: Build an online community platform that fosters knowledge-sharing and support for plant enthusiasts, providing plant care tips and plant identification services. ### Who This Affects Most - **Retail:** Disruptive innovation opportunity: Incorporate wellness-centric strategies, such as highlighting health benefits, into the retail experience to attract millennial consumers. - **E-commerce:** Disruptive innovation opportunity: Create a direct-to-consumer plant retail platform that offers convenience and personalized experiences for urban dwellers. - **Technology:** Disruptive innovation opportunity: Build an online community platform that leverages technology to connect plant enthusiasts, providing valuable information and resources for optimal plant care. ## Related on Trend Hunter - [Aggregated Plant Retail Apps](https://www.trendhunter.com/trends/getanyplant.md) - [Naturally Derived Plant Food Kits](https://www.trendhunter.com/trends/plant-food.md) - [Biophilic Design Brands](https://www.trendhunter.com/trends/greenery-unlimited.md) - [Interior Plant Design Services](https://www.trendhunter.com/trends/interior-plant-design-service.md) - [Plant Care Tool Collections](https://www.trendhunter.com/trends/prick-ldn.md) - [Tranquil Retail Environments](https://www.trendhunter.com/trends/neom-wellbeing.md) - [Indoor Houseplant Care Technology](https://www.trendhunter.com/trends/houseplant-care-technology.md) - [Haute Horticulturalist Systems](https://www.trendhunter.com/trends/plant-care-system.md) - [Smart Self-Watering Planters](https://www.trendhunter.com/trends/tendril-1.md)