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Millennials Can't Get Enough of This Tableware Brand

Kathryn Duryea didn't want Ikea dishes, and she didn't want fancy china. And she bet other people her age felt the same.

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This story appears in the March 2020 issue of Entrepreneur. Subscribe »

The is enormous and old — a $7 billion space dominated by high-end legacy brands and low-cost plates from the likes of IKEA. Is there room for more? Kathryn Duryea once worked in brand management at Tiffany & Co., where she was part of that old guard, but then she saw a new opening: “We’re in a moment of women embracing leadership and entrepreneurship, but there’s still a desire to build community at home through entertaining,” she says. That led her to create Year & Day, a modern, minimalist tableware brand that has raised $3.5 million in funding and attracted a celebrity clientele, and is growing revenue 40 percent every quarter. Here’s how she created a new place at a very crowded table.

Courtesy of Year & Day

1. Spot the opportunity.

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