Zulily raises $6 million for private shopping

Series B funding round fuels private daily deals site for moms shopping for babies and kids

Zulily, a private online store targeting moms shopping for apparel and gear for babies and kids, has closed a $6 million funding round led by August Capital with participation from return backer Maveron LLC.

The Seattle-based startup has raised $10.6 million to date.

Promising to "carry the best brands at the lowest prices," Zulily offers its members (who sign up for free) an average of 50-70% savings off retail prices for boutique-worthy goods.

Instead of holding special sales, Zulily creates "events," like one featured on the member home page right now advertising a brand called "Little Giraffe." Following a note that doesn't fail to mention any of the brand's credentials (including the star-studded fact that "Brad Pitt and Angelina Jolie, Gwen Stefani, Katie Holmes, Salma Hayek, Halle Berry, Tori Spelling, Nicole Richie, and Jessica Alba have all welcomed home their newborns with Little Giraffe's Chenille & Luxe collections"), the customer then scrolls down to view Zulily's offerings. In this particular event, one can purchase blankets and apparel until the morning of August 9.

Like other private premium shopping sites--see Gilt Groupe or HauteLook--Zulily offers its daily deals for a limited time (72 hours) and with a limited supply, which helps explain why the site must be members-only.

Zulily is operated by CEO Darrell Cavens and chairman Mark Vadon, former executives at Seattle online jeweler Blue Nile.