In conjunction with the funding, Dan Marriott, managing partner of Stripes Group, will join Refinery29’s board of directors.
Launched in 2005 by Justin Stefano and Philippe von Borries as a local fashion discovery site for the best independent boutiques, products, and brands, Refinery29 has grown to become one of the largest independent fashion and style website in the United States. It provides global and local newsletters, original editorial content, and connects readers with content, commerce, and community, giving them tips, tricks, and tools to improve their lifestyle. Refinery29 currently reaches 11 million people a month.
The company, which and has 120 employees globally, intends now to expand its programming initiatives into video, and across new categories—including beauty, wellness/health, entertainment and home, to further focus on growing a community of contributors, editors and celebrities to engage users across an array of touch-points and provide a vital platform for brands to connect with their customers, as well as to make an investment in technology, including a commitment to personalization, a new mobile web and app experience, as well as enhanced shopping, tools, and features.
To date, Refinery29 has raised $30.40m. Prior to this round, it had raised $5.6m in a Series B round in January 2013 from Floodgate, Lead Edge Capital, First Round Capital, Lerer Ventures and Hearst Corporation.