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Venture Capital News: Picks Up $3.6M

MIDDLETON, WI, Leading e-commerce site and retail marketplace for household essentials announced that it has received $3.6 million in funding from a group of Spanish investors., leading e-commerce site and retail marketplace for household essentials, today announced that it has received $3.6 million in funding from a group of Spanish investors. will use this latest round of funding to enhance its consumer offerings through site advancements and new features, maintaining a superior service that helps consumers manage household essential purchases conveniently, easily and affordably.

The investment comes on the heels of the e-commerce site's merger with Spanish company in 2011, and the launch of in October 2011, which expanded's groundbreaking direct-to-consumer marketplace to an international European audience. This current round brings the total amount raised by to $18.2 million.

"Over the past several months we have experienced significant momentum and promising sales numbers as more consumers realize they can shop for household essentials online. This round of funding allows us to accelerate our growth and propel us forward as the leading, retail marketplace for household essentials," said Brian Wiegand, CEO and co-founder at "2012 will be a big year for us as we focus on enhancing our customer benefits, and create new and exciting opportunities for our CPG partners." gives consumers an efficient way to shop for all of their favorite household essentials in one place, and has seen more than one million customer accounts created in two years. The e-commerce marketplace is now home to more than 600 manufacturers and thousands of household brands - from large household names, to smaller niche brands.

In addition to its consumer channel,'s unique retail model partners with manufacturers to provide e-commerce services to the consumer and allow consumer packaged goods (CPG) brands to work more directly with their end consumer online. In the past year, has experienced a 200% increase in the number of direct-to-consumer online storefronts the platform powers for CPG brands. More than 300 brands, including Kellogg's, Slim-Fast, BIC, Seventh Generation, 3M, Ecover and Solo Cup now have the ability to reach consumers, build loyalty and personalize relationships in a highly targeted way. offers a host of benefits for online shoppers and CPG brands. Customers can manage their household essentials and eliminate the store strip with convenient purchase reminders, the ability to easily find and choose from thousands of products, a suite of budgeting and planning tools, and digital coupons to save money, all without leaving their home. CPG partners receive comprehensive analytics and reporting solutions, giving brands a holistic view of consumers' shopping and buying behaviors. With this insight, brands can better apply advertising spend, drive sales growth, share consumer and promotional insights with retail partners, and implement overall direct-to-consumer strategies on the Alice platform.

For more information visit .

About is an online retail marketplace for household essentials. As a leading provider of online retail and interactive marketing services for the Consumer Packaged Goods (CPG) industry, offers manufacturers a direct to consumer platform that provides shoppers with competitive pricing, instant coupons, and simple automation and management of household purchases. And, with its free iPhone app, all of this is available on-the-go. is privately held and headquartered in Middleton, Wisconsin.
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