Maisonette closes $15 million Series A funding

By

Cassidy Mantor

Published
May 18, 2018

Online children's lifestyle destination Maisonette has secured $15 million in Series A funding led by private equity firms who were early investors in Goop and Moda Operandi as well as Walmart and Amazon acquisitions.

This round of funding was led by NEA, one of the brand's seed investors, which has also funded Goop, Moda Operandi and Casper. Other NEA investments include Jet.com, which was later acquired by Walmart, and Diapers.com, now owned by Amazon.

"Our goal is to be the definitive shopping and editorial destination for children's fashion and lifestyle in the digital age across all categories and price points," said Luisana Mendoza-Roccia, COO and co-founder of Maisonette in a statement.

Mendoza-Roccia noted that 90 percent of new parents today are millennials who are shopping for their children in a different way to other generations. 

"Maisonette has quickly become the authority and leading brand in this high-growth, under-penetrated category," commented Tony Florence, general partner and head of technology investing at NEA.

Other Series A investors are Pritzker Group Venture Capital and Thrive Capital. Pritzker's investments include Jessica Alba's The Honest Company, and Dollar Shave Club. Thrive's investments include Warby Parker and Glossier.

Sylvana Ward Durrett, CEO and co-founder of Maisonette, explained the dual role Maisonette plays in the marketplace, facilitating a platform for both consumers and brands. "We also give these companies a platform on which to grow their business, market their brand and connect to their customer in a targeted and authentic way. We are the solution for both the customer and the vendor," she said.

Maisonette was founded in 2017 by former Vogue magazine veterans Sylvana Ward Durrett and Mendoza-Roccia, and curates apparel, accessories, toys, furniture and home decor for children ages 0 through 12.