Based in Seattle, zulily is an online retailer that’s obsessed with bringing millions of moms-with-kids special finds every day—at incredible prices. It features a curated collection of clothing, home décor, toys, and other goodies for the whole family. Not only does zulily operate a complex business efficiently, its entrepreneurs have built an emotionally resonant brand. The website harnesses a social layer that enables moms virally to spread the word about products they love.

The company was started by Mark Vadon and Darrell Cavens, who were veterans of online jeweler Blue Nile; we had watched as they built it into a valuable publicly traded player. When Vadon was contemplating his next startup, we offered space at Maveron to begin his venture—and zulily was born. We invested in multiple rounds early. It went public in late 2013.