Seedling offers children- and family-focused products including toys, games, activity kits and party supplies, positioning itself as a one-stop shop for parents who want ready-made crafts and projects. The company sells over 350 products in 20 countries through its website and through wholesale and retail channels, and lists retailers such as Neiman Marcus, Nordstrom, Macy’s, Barney’s, Harrods and Selfridges. Seedling is a bootstrapped New Zealand company with offices in Los Angeles and about 35 staff in Auckland; P.S. XO’s U.S. team of 11 will join the business as part of the merger. Seedling had done around $20 million in sales to date; the combined company expects to hit $10 million in revenue this year and more than $20 million the following year. The merged business plans to integrate P.S. XO’s smaller party-focused product lineup into Seedling’s site and to bring Seedling’s products to mobile over time. The company intends to use new capital to hire and to optimize and improve its supply chain, and plans to grow its U.S. headcount to roughly 25–30 following the financing.

Total raised

$7M

Funding rounds

1

Latest round

Equity

Latest activity

Oct 2014