Motherly raises $5.4 million

Mom-focused content startup Motherly has closed a $5.4 million round led by 8VC, with participation from Founders Fund, Muse Capital, AET and AmplifyHer Ventures.

Founded in 2015, the California-based startup describes itself as a community-driven lifestyle brand redefining motherhood. Motherly started out by publishing motherhood-themed content on its website, attracting around 3.7 million visitors between January and March. The startup is now announcing the launch of the Motherly Store, which will feature company-branded products as well as a curated selection of products for moms, mostly from smaller, direct-to-consumer brands.

“Everyone says we did all the hard stuff first. We’re showing the world that motherhood is not niche, that you can build a brand through content and then create the natural extensions out of that.” – Jill Koziol, Motherly’s cofounder and CEO.

Bottom Line: Fabric is an advertiser: “As a Motherly editor, I was thrilled to discover recently that through Fabric’s online last will and testament tool, my husband and I are now able to create that will in just about five minutes and for the grand total of $0.”