From Bed Products To Baby Products, Internet Direct Selling Brand Hill House Home Completed The First Round Of $1 Million 500 Thousand Financing.

Direct consumer oriented (DTC) lifestyle brand Hill House Home has recently won the first round of $1 million 500 thousand financing from Vc firm 8VC, and a $400 thousand supply chain financing. The brand announced that the product category will be extended to casual wear and baby products.

Hill House Home, headquartered in New York, founded in January 2016 by Nell Diamond, is a lifestyle consumer oriented brand. It is famous for its luxury, customizable bedding and bathroom products, including bedspreads, quilts, pillowcases, bathrobes, bath towels, floor mats and other products, ranging in price from 25 to 300 dollars. Hill House Home accepts wholesale orders such as gifts, wedding and other purposes, and can customize logo, embroidery patterns, etc. Consumers can also make an appointment to store one on one consultation through the Hill House Home website.

　　 Nell Diamond, founder and chief executive, said she was cautious about using external capital to develop business from the first day. She also advocated focusing on product and customer experience. Nell Diamond said, "I want to build an enterprise that can survive without intensive marketing expenditure."

After two years of entrepreneurship, Hill House Home achieved profitability. Although Nell Diamond declined to disclose revenue data, she said sales in the past three years grew by more than 100% over the same period last year. Regarding financing, she explained, "I am thinking about raising money now because if we do not raise funds, we will not be able to maintain the incredible growth rate in the past three years."

Before this financing, Hill House Home expanded its product category to casual wear in July this year. Since then, the clothing business has increased to 28% of the total business, and the sales of bedding items account for 29%.

Hill House Home's first costume was a set of $175 worth of tie dye casual suit, which was sold out within 30 minutes after the product was released. After that, the brand launched a new sleepwear called Nap Dress, which retails between $75 and $175.

　　 Recently, Hill House Home introduced baby products series in November 18th, mainly for babies less than 12 months old, from baby bib, baby blanket to mother's pajamas and urine bags. Nell Diamond was inspired by the experience of firsthand child care and launched a complete set of baby products, which can help new parents to cope with practical problems more effectively. The series is divided into 12 suits, ranging from $50 to $250 per set.

Nell Diamond said that Hill House Home entered the category of baby products because of customer needs. She became pregnant after two weeks of entrepreneurship, so she was very familiar with the needs of new parents. As a novice mother, she saw a practical and fashionable place for the necessities of life in the market, and her customers also needed such products.

In order to publicize the new product, Hill House Home invited the 23 year old photographer Emma Craft to take photos of three real mothers and sons. Nell Diamond explains: "the average model has never had a child, or just a strange child who has never met before, so the pictures taken will not be intimacy and very time consuming." And this real shot is very relaxing.

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

Nell Diamond said: "as a direct consumer oriented company's CEO, my biggest strength is to be able to reach customers. When I do everything, I regard clients as my guidance."