Predictive Kids' e-Commerce startup Ten Little raises $5m to disrupt children's marketplace with personalized guidance

Ten Little, the predictive e-Commerce platform helping parents navigate the cluttered kids product space, announced the close of its $5 million seed round led by Kindred Ventures, NextView Ventures, and executives from Farfetch, TikTok and Revolve.

Ten Little CEO and Co-founder Fatma Collins set out to disrupt the fragmented $300B+ children's product industry, starting with doctor-recommended, fun-ctional shoes with guaranteed fit. The brand made it easy for parents to find their child's fit and reminded them when to size up, solving an otherwise painful shopping experience that leads to 2 out of 3 kids wearing the wrong shoe size. A year after its launch with $8 million raised to date, Ten Little has grown its business exponentially. 

The new fundraise announcement comes on the heels of Ten Little's latest launch of its Summer Collection, a new multi-category assortment including summer sandals, sunglasses, and hats featuring both Ten Little and mission-aligned third-party brands. The product extensions signal the company's commitment to building curated multi-brand offerings, tools, and content to guide parents through different stages and sizes of a child's growth.

Since the brand's February 2020 launch, Ten Little has not only exceeded investor expectations by surviving the pandemic, but the business has also thrived with a 50% MoM growth helping more than 100,000 families find their children's perfect fit. In offering its highly engaged community doctor-recommended products as well as personalized guidance through their children's development, the brand has built a loyal customer base and achieved 150% annual revenue retention without a subscription model. 

This new funding will allow Ten Little to grow its team, specifically within Product, Engineering & Data, and Community & Content, to best support the brand's accelerated growth plans. Ten Little will continue to improve its predictive platform to guide parents in finding the right products for their children at every stage and size across multiple categories, and launch a new empathy-first and expert-moderated community platform.   

Fatma Collins, CEO and Co-founder, Ten Little: "As a new mother, it was overwhelming to have to take on endless hours of researching, consulting with fellow mothers, and toggling between so many different sites just to find the right items that would help my child grow happy and healthy. I was surprised by the lack of a personalized, accessible, and curated marketplace that would enable parents to make confident decisions for their children. A year into launching Ten Little, this new funding will position us to better support families by offering personalized recommendations across categories at every stage and size, while also providing digital tools and interactive content to guide them through their children's development and growth." 

Ten Little has incorporated upcycling into its business model, offering shoppers the opportunity to send back shoes that no longer fit their children to be donated to long term partner Soles4Soles. The brand has also partnered with prominent non-profits such as Girls Who Code, No Kid Hungry and Baby2Baby. As Ten Little expands into more categories, they plan to scale and integrate this circular model further into the customer experience to create a community that can give back together.

tenlittle.com