Case study: how paint brand Lick built an online community of millennial decorators and scored £15.7 million in funding

Lick, the saucily named paint and paper challenger brand, certainly began with a challenge: it launched its direct to consumer offering mere days before the country was sent into a nationwide lockdown. Madness? Foolish optimism? A quick glance at the statistics shows why they thought it was worth the risk. The entire DIY sector in the UK…