Alice.com, the retail platform for household goods, has closed a $6 million Series B round of funding from private investors, bringing the startup’s total funding up to over $10 million. We previously scooped the startup’s $4 million infusion (which was part of this round) in September. Alice.com raised $4.3 million in Series A funding from Kengonsa Capital Partners and DaneVest Capital in November of 2008.
Launched in June, Alice.com is an retail platform for consumer packaged goods manufacturers, like Procter & Gamble, to sell directly to consumers instead of going through retail channels like Target or Wal-Mart. On the consumer side, Alice.com lets users create a profile of their household (i.e. how many adults, kids, babies) and then the site will keep track of items and reminds users with emails when they are running low and need to reorder. Each shipment is bundled together in a single ‘Alice’ box, delivered directly to the consumer’s door, with no shipping costs.
Alice’s co-founder and CEO Brian Wiegand told me that the new funds will be used to bring on additional home goods partners, such as Procter & Gamble. Wiegand adds that the site has steadily added many of the well-known manufacturers to its partnership base, but declined to name which brands have signed on.
As we wrote in our initial review of the platform, we are fans of Alice.com thanks to a competitive pricing plan, an well-understood business model (the site makes money via advertising) and experienced entrepreneurs at the helm of the startup. Co-founders and serial entrepreneurs Brian Wiegand and Mark McGuire have managed to sell three companies in the past +10 years, most recently flipping social shopping service Jellyfish to Microsoft (which it later used to create Live Search Cashback).