Babylist operates a commerce and content platform that helps parents, family and friends discover, plan for, and purchase baby products, including an “add anything from anywhere” registry. The company leverages robust purchase data and expert-led guidance to provide product recommendations and predictive insights into parenting purchasing trends. Babylist says it has become the go-to solution for growing families, with more than half of first-time parents registering on the platform. It reports 8 million people made purchases on Babylist in the last year and is on track to achieve $250 million in 2021 revenue while operating profitably. The company plans to use new capital to open showrooms to help people find and experience products before purchase, accelerate growth, and pursue international expansion. Recent executive hires include a first chief financial officer and a senior vice president of supply chain to support scaling and continued profitability. BabyList is an online universal baby registry founded by former Amazon software developer Natalie Gordon. The product lets users add items and unconventional requests (for example, diaper service subscriptions) from across retailers via a browser bookmarklet and organizes a curated product catalog. The company launched a beta catalog with partners including Giggle, Land of Nod, The Honest Company and ten pilot Etsy shops. Users have added over 900,000 items to their registries, and the site attracted 10,000 users in the current year; the startup is a three-person team. BabyList plans to build a complementary mobile app that will include the curated catalog. The founder moved to the startup full-time after participating in 500 Startups.

Total raised

$41M

Funding rounds

2

Latest round

Series C

Latest activity

Nov 2021