Citrus Lane, a Mountain View, CA-based subscription e-commerce site that is focused on getting useful, developmentally appropriate and delightful products to young families, has raised $5.1m in Series A funding.
Backers include GGV Capital and Greylock Partners.
The company intends to use the funding to continue to expand its business and recruit new people.
Founded by CEO Mauria Finley and Claire Hough, former executives of companies such as eBay, PayPal and NexTag, Citrus Lane combines a new generation of
ecommerce with a social experience to provide a vibrant online community as well as a distribution platform for its partner brands. Each month, members receive a care package of four to five “best of” products based on their child’s age for $25 per month. Citrus Lane, which curates its recommendations from partner brands such as Green Toys, Weleda, Zoli and Episencial, also provides members with monthly editorial tips and insights and an active, vocal Facebook community of moms.
The service was launched in July 2011.
In conjunction with the funding, Jeff Richards, Partner, GGV Capital, has joined the company’s board.