Participated · Seed · May 2020

Caraway launched its flagship cookware in November 2019 and built a DTC business around well‑designed, pastel‑colored kitchenware. The company has expanded its lineup to include kitchen linens, baking products, a tea kettle, and miniature versions of its original pans. Caraway is pushing into wholesale and brick‑and‑mortar partnerships (Amazon, Crate & Barrel, Nordstrom, West Elm, Williams Sonoma, Zola) and is redesigning packaging to be more retail‑friendly. Retail sales were up 300% through August versus the same period in 2021, and the company reports strong repeat‑purchase rates. Management says it aims to build an ecosystem of home products and become an all‑encompassing lifestyle brand. The company emphasizes unit economics that make a customer’s first purchase profitable while leveraging multiple channels to lower acquisition costs. Caraway sells a four-item ceramic cookware set and complementary storage accessories direct-to-consumer, positioning its products as non-toxic, eco-friendly, well-designed, and premium. The set is priced at $395 and includes pot and lid holders to address consumer storage challenges. Founder and CEO Jordan Nathan, formerly a brand manager at Mohawk Group, started the company after learning about health risks from Teflon and focused on safer materials. The company has expanded into kitchen linens and plans additional home product categories using the same design and non-toxic-material focus. Caraway says it has grown quickly since launch but is not disclosing sales figures; investors have noted its out-of-the-gates growth is in the top 1% for DTC brands. The team emphasizes sustainable growth and efforts to ensure profitable first purchases. Like many retailers, Caraway has experienced pandemic-related supply-chain delays and has prioritized communicating those delays to customers.