closes $6 million in new funding, raises total investment to $10.4M for online household goods shopping site closes $6 million in new funding, raises total investment to $10.4M for online household goods shopping site

Madson – As consumers seek to make their essential shopping dollars go further and save money, an on-line platform that allows consumer-packaged goods companies (CPG) such as Procter & Gamble, to sell directly to consumers instead of going through retail channels like Target or Wal-Mart, today announced that it has completed a $6 million round of investment financing. The latest funding comes from a group of private investors and brings the total amount raised by to date to more than $10 million. The company intends to utilize the funding to continue to manage its’ growth and to recruit additional manufacturers to sell directly via its’ unique industry platform.

The company came out with raising $4.3 million in its first round funding. The round was led by Kegonsa Capital Partners, and DaneVest Tech Fund also joined in. The startup is based in Madison, Wis. and founders are Brian Wiegand and Mark McGuire. Their most recent previous experience was selling their other startup: to the Microsoft Corporation in October 2007. That transaction enabled Microsoft to go forth with theircashback program that is now an integral part of BING Shopping, at which shoppers receive cash back credits for their on-line purchases.
The founders entrepreneurial track record that includes two other Internet – based dot-com start-ups successes, (sold to Wolters-Kluwer in 2001), (sold to Corporation Services Corporation in 2007).
Since launching the service to the public on June 23, 2009, the company states that is has experienced rapid customer growth, and is currently averaging more than 1 million unique visitors to the service on a monthly basis.
After registering for an account, consumers are able to select and save money on their household goods and essentials with the promise of always-free shipping, automatic coupons, and a reminder system that makes it easy to avoid the chore of shopping at the store for goods like diapers, detergent and toilet paper. Instead of selling products as a traditional retailer, provides an open platform for CPG manufacturers to sell directly to consumers, passing along significant cost savings and transforming mass-market advertising dollars into direct consumer value.
The site offers integration with, and encourage its users to use its social network tools to discuss products, services and discussions on pricing, product quality or just become on-line “Neighborhood Friends.” founder and CEO, Brian Weigand said “We have been extremely pleased with the reception that the platform has received in the marketplace from both consumers and manufacturers alike.” “Direct to consumer sales by manufacturers is a growing trend online, and the platform is helping the CPG industry open up a direct channel to its mainstream consumer. It’s a win-win that brings great value to the end consumer, and critical consumer relationships and insights to the manufacturer.”
The site is available to consumers and Consumer Packaged Goods manufacturers at