Bertelsmann Digital Media Investments (BDMI) has invested in online startup Nonabox, the German media giant’s VC fund announced today. Spanish fund Cabiedes & Partners and Italy’s H-Farm Ventures are co-investors in this round, although the amount hasn’t been disclosed.
As its name hints, Nonabox is a subscription-based retail site for pregnant women and moms of toddlers. Using the same ‘tryvertising’ model as the increasingly popular beauty boxes, it sends its female clients a monthly delivery of baby clothing, food and toys that they can try.
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Nonabox already operates in Spain and Italy, and will enter the German market this October. As German blog Gründerszene points out, it will compete with Petitebox, which is managed by Rocket Internet-backed Glossybox‘s founding team and already offers a similar service in Germany.
Based on a comment from BDMI’s principal, Tobias Schirmer, we wouldn’t be surprised if it expanded to other territories in the near future:
“Nonabox has already proven in Spain and Italy that its business model unites a viable subscription offer with a clearly defined, attractive target group. The investment gives us a chance to participate in a company growing rapidly on an international scale,” Schirmer said.
Nonabox’s German business hasn’t launched yet, but it already has a CEO, German entrepreneur Sarah Mettler. While Germany doesn’t seem an obvious market due to its low birth rates, it is important to keep in mind that brand partnerships are as important to tryvertising startups: “We offer established brand-name manufacturers an attractive platform and direct access to the [pregnant women and young mothers] target group,” Mettler noted.
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