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Babylist Secures $40 Million Series C Funding

·4 min read

The leading discovery and transaction destination for baby commerce - already profitable - will use new capital to broaden its offerings, deepen its trusted content and build out its tech stack

OAKLAND, Calif., November 04, 2021--(BUSINESS WIRE)--Babylist, the baby-commerce discovery and transaction destination, today announced it has raised $40 million in Series C funding led by new investor Norwest Venture Partners, with participation from Halogen Ventures, 500 Global, Next Play Capital, and Marcy Venture Partners.

Building on its strong growth and profitability, Babylist will deploy the new capital to further expand its ability to serve the baby’s entire community - not just the parents, but the family and friends that together plan, prepare and shop for the arrival of a child. The company will also accelerate its business by opening showrooms to improve people’s ability to find and experience the products they need ahead of purchase, as well as look towards international expansion. As part of this funding round, which brings Babylist’s total raised to $50 million, Sonya Brown, Norwest General Partner, will join its Board of Directors.

"We’ve successfully operated in an overlooked, yet massive, category serving an unmet need for millions of new parents, their extended families, and their circles of friends," said Natalie Gordon, founder and CEO of Babylist. "We’re proud of the significant market share we’ve captured by scaling Babylist profitably. The arrival of a new child is a life stage that inspires a distinct set of consumer behaviors, with unique economics specific to each baby and their community. Our experience building the business around this community need over the last 10 years sets us up to truly benefit from Norwest’s ability to help category-changing brands grow. The additional resources Sonya and her team bring to the table will help us achieve our ambitious goals, especially in connection with how we use technology to improve the experience we offer."

Utilizing robust purchase data and expert-led guidance, Babylist helps parents, family and friends buy best-in-class products at a critical, deeply personal moment in their lives. The baby products market is large and growing, at $67 billion. For consumers, it can also be overwhelming, even when they are motivated to purchase in support of new babies and their families. Babylist has become the go-to solution to prepare for and welcome a new baby, with more than half of first-time parents registering with the company. As a result of Babylist's commerce and content platform, the brand has access to unique customer insights which provide better predictive capabilities for parenting purchasing trends.

Babylist has steadily scaled its business and achieved profitability with minimal outside investment. 8 million people made purchases on Babylist in the last year, and the company is on track to achieve $250 million in 2021 revenue. Babylist’s unique business model - which focuses on providing both information and products to extremely high-intent, child-focused consumers - supports diverse revenue streams, including direct purchases from Babylist and partner retailers and a robust advertising business based on its highly engaging content.

"Babylist’s growth across multiple revenue streams with such limited outside funding has been nothing short of staggering, and their potential is even bigger," said Sonya Brown, General Partner at Norwest. "We see tremendous potential in the booming baby products sector — a market that could reach $88.7 billion in the next five years. Under Natalie’s leadership, Babylist is already positioned to become the unparalleled category leader."

The company recently announced the hires of Michelle Newbery, Babylist’s first chief financial officer and Karthik Sivakumar as senior vice president of supply chain. Newbery, who has experience with both large public companies and nimble startups, oversees financial governance and ensures Babylist's continued profitability. Sivakumar comes to Babylist with extensive experience at retail giants including Amazon and Nordstrom and is responsible for Babylist's end-to-end supply chain, strategy, and execution, aiming to bring even better customer-centricity and support to the company.


Babylist is the leading discovery and transaction destination for baby-commerce, where 8 million people each year buy what they need to welcome a new baby. We serve parents as well as all the friends and family that form a community around each baby - connecting everyone who helps plan, prepare and shop for a child's arrival. From the "add anything from anywhere" registry for new parents, to the expert advice and product ideas for gift givers, there is no more trusted, go-to solution for growing families. To learn about Babylist’s registry options, editorial content and more, visit www.babylist.com.


Norwest is a leading venture and growth equity investment firm managing more than $9.5 billion in capital. Since their inception, they have invested in more than 600 companies and partnered with over 150 active companies currently in their venture and growth equity portfolio. The firm invests in early to late stage companies across a wide range of sectors with a focus on consumer, enterprise, and healthcare. They offer a deep network of connections, operating experience, and a wide range of impactful services to help CEOs and founders scale their businesses. Norwest has offices in Palo Alto and San Francisco, with subsidiaries in India and Israel. For more information, please visit www.nvp.com. Follow Norwest on Twitter @NorwestVP.

View source version on businesswire.com: https://www.businesswire.com/news/home/20211104005789/en/


Maria Kennedy
Moxie Communications Group