Rockets of Awesome, seasonal subscription boxes filled with on-trend, direct-to-consumer children’s apparel, has raised a Series A funding round of $12.5 million. The money will be used to attract new talent, develop and introduce products and grow the brand’s customer base.
The round was led by August Capital with returning investors Forerunner Ventures and General Catalyst. As reported, the brand, which launched last summer, raised a seed round of $7 million in funding with participation of LAUNCH, Forerunner Ventures and General Catalyst Partners.
The company, which is headed by Rachel Blumenthal, founder and chief executive officer, surpassed its first month’s sales goals in the first three days of business. It has shipped 100,000 units to date and has a wait list of 3,000 customers. Revenue in 2017 is expected to grow tenfold. Zia Taylor is the company’s senior vice president of design and merchandising. Previously she led teams at Gap Kids, Baby Gap, Oshkosh B’Gosh, J.C. Penney and 77kids by American Eagle.
Blumenthal also founded Cricket’s Circle, an online site with recommendations and curated content for parents and before that founded Rachel Leigh, an accessories firm. She is married to Neil Blumenthal, co-founder and co-ceo of Warby Parker.
The way Rockets of Awesome works is customers register on the site and create a style file, answering questions about what their kids love or hate, such as polka dots or stripes, or skinny or straight jeans. The company compiles data from customers’ behavioral patterns with their kids’ preferences. With every interaction, the experience becomes more personalized, resulting in a highly curated delivery of outfits each season — four times a year. Each box contains 12 Rockets of Awesome items, ranging in price from $12 to $46. There is no membership fee and customers only pay for what they keep. The average box is between $200 and $250, depending on the selections. Customers can also order between shipments for fill-ins and to buy things they like.
The collections, designed for boys and girls sizes 2-14, are a mix of classic and on-trend pieces.