The London startup has raised $50 million, a Series C that it will be using to expand into the U.S. and to continue growing offerings to include more paper-based products, as well as pens and other supplies you might find on your physical desktop: which could include desk storage, writing utensils like pens and pencils, or anything else anything to support your writing, according to Taymoor Atighetchi, Papier’s CEO and founder.“The mission is to build a global stationary brand,” he said in an interview. “It’s a $200 billion market and it doesn’t have a strong online brand, nothing that is category-defining the way you might have with other verticals. The startup has now raised $65 million and it is not disclosing its valuation but its revenues have grown by 150% over the past two years, it said.It’s interesting to see that one of Papier’s major investors in this round is the corporate venture arm of one of the world’s bigger newspaper publishers, the Daily Mail Group. The startup has spotted an opportunity to grow simply by doubling down on traditional objects approached in a way that engages the consumers of today. And it seems that a well-placed notebook does the trick: contrary to what you might assume as a typical older customer for a notebook, in fact millennials, the company said, is its biggest demographic today, at 53% of all sales, with Gen Z users the fastest-growing segment. The U.S. will be a particular focus in this regard: the company projects that it will account for 40% of revenues this year, and it has grown five fold since 2019. The company is not planning to create digital versions of its products — no Evernote-style translations of written notes into apps — but Atighetchi says that the company wants to align itself with other digital businesses that are also leaning into the idea of giving consumers ways of disengaging with the digital world. “Papier is a magnifying glass into this movement this analogue revolution,” Atighetchi said, pointing out that it is not alone; it just depends on how how you look at the rest of the market.