You can call it a “Home Depot for hipsters” or the “Whole Foods of home improvement.” What Texas-based home-improvement retailer TreeHouse isn’t, however, is just one thing. “We’re neither just a service company nor just a retail company,” says its CEO and co-founder Jason Ballard. “We’re product-plus-service, a hybrid model.”

The construction industry is, in many ways, a world divided. There are the people and businesses that sell building materials, and there are those that install them. Though there is some overlap, the shift toward green construction has caused those lines to blur further, and it’s at that intersection that TreeHouse found its purpose.

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