Story of Maisonette: Online Marketplace for Curated High-End Kids’ Clothing, Accessories, & Home Decor
Story of Maisonette:
The Spark of an Idea
Maisonette was born in 2016 when two moms and former Vogue editors, Sylvana
Durrett and Luisana Mendoza de Roccia, saw how hard it was for parents to find
high-quality children’s products in one place. Their goal was to build a
curated marketplace that would save parents time while ensuring quality for
their kids.
The Mission Behind the Brand
From the beginning, the mission was about more than just shopping. Maisonette
wanted to give parents confidence in their purchases, help them make better
decisions for their families, and bring joy and a sense of magic into everyday
family life.
Seed Funding and Early Growth
In March 2017, the company raised $2.7 million in seed funding from investors
including New Enterprise Associates and Thrive Partners. This money helped
establish the platform’s foundation and bring the vision of a curated online
destination to life.
Building the Marketplace
Maisonette quickly brought together products from top global
brands and boutique designers, offering everything from stylish clothing to
toys, gear, and décor. The founders wanted parents to spend less time scrolling
and more time enjoying life with their kids.
Expanding the Range
In May 2018, the company raised $15 million in its Series A round led by New
Enterprise Associates. The goal was to expand product offerings and grow the
marketplace, making it a true one-stop destination for parents everywhere.
Curation Meets Content
Beyond products, Maisonette created Le Scoop, a content hub filled with
tips, parenting advice, and lifestyle inspiration. This mix of shopping and
guidance positioned the brand as both a retailer and a trusted partner for
families.
Building a Community
Maisonette wasn’t just about buying clothes or toys. With unique touches like
“Mommy-and-Me” collections for twinning looks and exclusive brand
collaborations, the company created a strong sense of community and
style-driven parenting.
Series B Momentum
In February 2021, Maisonette secured $30 million in a Series B round led by G
Squared. The funds were used to enhance personalization with technology, expand
internationally, and grow the team. It was a turning point in scaling the
brand.
Story of Maisonette: Online Marketplace for Curated Kids’ Clothing, Accessories, & Home Decor#startup#entrepreneur#networth#investor#Maisonette story
The Private Label Launch
That same year, Maisonette introduced its private label, Maison Me,
offering exclusive designs that reflected the platform’s curated, stylish
approach. This move allowed the company to capture more value and strengthen
its unique position in the market.
Stepping Into Series C
By February 2022, Maisonette raised Series C funding, totaling $125 million
overall across rounds. The backing came from investors like NEA, Karman
Ventures, and Ingeborg Investments, showing strong confidence in the company’s
growth path.
Fast Growth and Unique Positioning
Maisonette grew into a venture-backed, fast-scaling business. Its unique focus
on the children’s luxury and lifestyle segment set it apart from competitors
like Joy and Giggle, while its curated model gave it a premium edge.
The Heart of the Brand
CEO Sylvana Durrett reminded customers that Maisonette was not just about
products, but about family. As she put it, the mission was to empower parents,
simplify their lives, and bring a touch of magic into raising the next
generation.
Looking Ahead
With the U.S. children’s apparel market valued at over $35 billion,
Maisonette’s opportunities were huge. The company planned to use its funds to
invest in personalization, technology, and international growth, while
continuing to provide curated quality.
The Road to the Future
Maisonette now stands as a trusted platform for parents, backed by strong
investors and loved by its community. Challenges remain, from competition to
scaling personalization, but the company is firmly positioned to shape the
future of children’s shopping with its mix of style, trust, and inspiration.
Timeline of Maisonette
2016 – The Idea
- Founded
by Sylvana Durrett and Luisana Mendoza de Roccia, both former Vogue
editors.
- Goal:
make it easier for parents to find high-quality children’s products in one
place.
March 2017 – Seed Round
- Raised
$2.7M from New Enterprise Associates (NEA) and Thrive Partners.
- Funds
used to build the platform and launch the curated marketplace.
2017 – Marketplace Launch
- Platform
begins offering clothing, toys, gear, and décor from boutique and global
brands.
- Early
mission: save parents time and offer curated, trusted options.
May 2018 – Series A
- Raised
$15M led by NEA.
- Focus:
expand product offerings and scale the marketplace.
2018–2019 – Content & Community
- Introduced
Le Scoop, a content hub with parenting advice and lifestyle tips.
- Added
exclusive collaborations and “Mommy-and-Me” collections, building
community appeal.
February 2021 – Series B
- Raised
$30M led by G Squared.
- Goals:
enhance personalization through tech, scale internationally, and expand
the team.
2021 – Private Label Launch
- Introduced
Maison Me, an exclusive in-house brand.
- Strengthened
positioning in the children’s lifestyle and fashion market.
February 2022 – Series C
- Continued
fundraising, bringing total to around $125M.
- Investors
included NEA, Karman Ventures, and Ingeborg Investments.
2022–2023 – Scaling Fast
- Grew
as a venture-backed company with unique positioning in the children’s
luxury market.
- Emerged
as a strong competitor to other kids’ retail platforms.
2023 – Reinforcing the Mission
- CEO
Sylvana Durrett emphasized Maisonette’s mission: empowering parents,
simplifying family life, and adding a touch of magic to daily routines.
2024 – Market Potential
- Children’s
apparel market in the U.S. valued at $35B+.
- Maisonette
prepared to leverage funds for technology, personalization, and global
growth.
2025 – Looking Ahead
- Positioned
as a trusted, curated shopping destination for families.
- Faces
challenges from competitors but continues to lead with style, curation,
and family-first values.
