Direct-to-consumer (DTC) lifestyle brand Hill House Home recently secured a $ 1.5 million first round funding led by venture capital firm 8VC and a $ 400,000 supply chain financing. The brand announced that it will expand its product category to the field of casual clothing and baby products.

Hill House Home is headquartered in New York and was founded in January 2016 by Nell Diamond. It is a direct-to-consumer lifestyle brand known for its luxury-grade, customizable bedding and bathroom amenities, including linens, quilts, pillowcases , Bathrobes, bath towels, floor mats and other products, ranging in price from 25 to 300 US dollars. Hill House Home accepts wholesale orders for corporate gifts or weddings, and can customize logos, embroidery patterns, and more. Consumers can also book a one-on-one consultation at the store through the Hill House Home website.

Founder and CEO Nell Diamond said she has been cautious about using external capital to grow her business since day one, and she advocates focusing on products and customer experience. "I want to build a business that can survive without intensive marketing spending," Nell Diamond said.

Two years after starting the business, Hill House Home turned a profit. Although Nell Diamond declined to disclose revenue figures, she said that the brand's sales have increased by more than 100% year-on-year in the past three years. Regarding financing, she explained: "I am considering raising funds now because without raising funds we cannot sustain the incredible growth rate of the past three years."

Prior to this financing, Hill House Home expanded its product category to casual apparel in July this year. Since then, the apparel business has grown to 28% of the entire business, with bedding sales accounting for 29%.

Hill House Home's first outfit was a $ 175 tie-dye casual outfit that was snapped up in 30 minutes after the product was released. After that, the brand launched a stylish pajamas called "Nap Dress", retailing between $ 75 and $ 175.

Hill House Home recently launched a baby product series on November 18, mainly targeting newborns under 12 months of age. The products range from baby bibs and blankets to mothers' pajamas and diaper bags. Nell Diamond was inspired by her own parenting experience and launched a set of baby products that can help novice parents more effectively deal with practical problems. The collection is divided into 12 sets, with prices ranging from $ 50 to $ 250 each.

According to Nell Diamond, Hill House Home entered the baby products category because of customer needs. She became pregnant two weeks after starting her business, so she understands the needs of novice parents. As a novice mom, she sees a place in the market for practical and stylish newborn necessities, and her customers need it.

To promote the new product, Hill House Home invited 23-year-old photographer Emma Craft to take photos of three real mother and son pairs. Nell Diamond explained: "The average model has never hugged a child, or just hugs a strange child who has never met before. The photos will not be intimate and time-consuming." Very easy.

In addition to Instagram, Hill House Home is also marketing through a podcast called One Quick Thing and a blog called 40 Winks. To mark Hill House Baby's debut, Nell Diamond will share her parenting story on a blog.

Nell Diamond said, "As the CEO of a direct-to-consumer company, my greatest strength is being able to reach customers, and I use them as my guide in everything I do."

About 8VC

8VC is headquartered in San Francisco and has a team of entrepreneurs, engineers, investors, and philosophers who are committed to investing in emerging technology platforms and disrupting the obsolete technology infrastructure behind the industry to create long-term economic and social value. 8VC's investment areas include: smart enterprises, bio-IT, health information technology, government technology, consumer business, financial services, logistics / transportation, etc.