UK-based marketplace NotOnTheHighStreet.com raised £21m ($27.5m) in a series E round led by media company Hubert Burda Media on Sunday.
Eight Roads Ventures, the investment arm of financial services conglomerate Fidelity International, also invested in the round, as did Index Ventures and Industry Ventures.
Founded in 2006, NotOnTheHighStreet operates a curated marketplace that enables small businesses to sell items such as personalised dressing gowns, gin tasting sets or patio chairs.
The money will go towards marketing efforts, innovation and operations. The company will also further develop its gifting offer, expand categories and boost customer experience, as well as expand into additional markets.
NotOnTheHighStreet previously raised $16m in a 2012 series D round backed by Fidelity Growth Partners Europe, which has since restructured into Eight Roads, Index Ventures and Greylock Partners.
Index led an $11.9m series C round in 2010 with participation from Greylock. NotOnTheHighStreet raised approximately $1.4m in its series A round in 2007 and $1.4m in its 2008 series B round, according to deals database Pitchbook. Silicon Valley Bank provided a £6m loan in May 2015.
Martin Weiss, managing director at Hubert Burda Media’s corporate venturing arm BurdaPrincipal Investment, said: “NotOnTheHighStreet.com has built up a very successful e-commerce business beyond the classic retail model that fits very well with our portfolio.
“We see significant growth potential for this unique business, both in and outside the UK, making it an obvious partner for us as we continue to grow our portfolio of consumer and technology brands internationally.”