Cricket’s Circle, a startup that recommends products and sells items for expectant mothers and gift buyer, has recently raised $2.25 million in a funding round led by Forerunner Ventures and Lerer Hippeau Ventures along with General Catalyst and Box Group.
Founded by Rachel Blumenthal, who when pregnant three years ago had to spend frustrating many hours to find what to buy. List from the experienced mother were not very helpful too. That was when the idea for Cricket’s Circle was born. The startup was opened as product recommendation site is January 2014 and expanded to e-tail earlier this year. During its start it offered around 600 products that range from strollers, diaper pails to bottles and bibs. Now it offers more than 1000 items with different colors and choice to choose from. The company did not disclose the user base of its site.
In every category from strollers to burp clothes, the site recommends only three items under each category which are based on the reviews from the site ‘mom’s community.’ Mom’s community is a group of 200 moms who have reviewed the items based on the testing and usage. It also includes the pros and the cons of every product to help the consumers choose their product. “Generally in the market, you are seeing endless information and bottomless choice, which leads to paralysis of choice. We believe less is more,” said Blumenthal.
Cricket’s Circle personalizes shopping recommendations and operates with the retailers to process the orders. It plans to make money with a commission from each sale. The founder says the company has not started making profits until now. The website target items for newborn to toddler for the parents. Its target customers are urban and upper middle-class customers aged between 26 to 40 years who are expecting a baby.
The startup has already made plans what to do with the newly raised fund. “It is really going to allow us to make a few more senior hires to really build out the registry for the e-commerce,” said Blumenthal. The positions are opened for business development, products and marketing for the e-commerce site. The company even has plans to make use of the data collected from the parents from the early stage onward to make their shopping experience better.