Home and personal care products retailer Grove Collaborative has agreed to buy Darby Smart, a US-based video commerce platform backed by talent agency Creative Artists Agency, for an undisclosed amount.
Founded in 2013, Darby Smart operates an online platform that allows users to create and share videos of products being used which can then be bought through the service. Customers can watch and shop for products and brands spanning DIY, beauty and home decor.
Nicole Farb, founder and chief executive of Darby Smart, said: “We could not be more excited to join Grove because we see the opportunity to bring positive change to the world in even bigger ways.”
Stuart Landesberg, Grove Collaborative’s co-founder and chief executive, added: “While the Darby Smart operations will be winding down, we welcome the exceptional Darby Smart team to Grove and look forward to tapping into both the expertise and the influence of the platform that Nicole and her team has built.”
Darby Smart raised $6m in a 2014 series A round led by venture capital firm Maveron that also featured CAA Ventures, the corporate venturing arm of talent agency Creative Artists Agency, and VC firm Forerunner Ventures.
The company had previously received $1m in seed financing from Novel TMT Ventures, the VC firm backed by telecommunications firm Novel Group, as well as Maveron, Forerunner Ventures and assorted angel investors the year before.