Return to search acquires VC-backed Citrus Lane has bought Citrus Lane, a Mountain View, Calif-based social commerce service that sells products to families. The value of the transaction was for a consideration of $22.9 million in cash, $8.1 million in equity at the closing and an additional $17.6 million in payments over the next two years. The latter is dependent on Citrus Lane’s fulfillment of “certain milestones” in 2015 and 2016. Mauria Finley, founder and CEO of Citrus Lane, will continue to run the company. She has also been named SVP and GM of Citrus Lane. Citrus Lane was backed by Greylock Partners and GGV Capital.


WALTHAM, Mass., Jul 17, 2014 (BUSINESS WIRE) —, the world’s largest online destination for finding and managing family care has acquired Citrus Lane, the leading social commerce platform designed for moms. The acquisition has been completed for consideration of $22.9 million cash and $8.1 million in equity at close. The agreement also provides for up to an additional $17.6 million in earn out payments of cash and equity over the next two years subject to Citrus Lane’s achievement of certain milestones in 2015 and 2016.

Based in Mountain View, CA, Citrus Lane is the leading subscription-based social commerce service selling curated products to families on a monthly basis. The company sources and reviews every product it recommends, while also encouraging parents to share information on their favorite product discoveries.

Citrus Lane currently has more than 400,000 members, of which 45,000 are paying subscribers. The company had revenue of approximately $6 million in 2013, representing more than 300% growth over 2012. anticipates that revenues for Citrus Lane will double in 2014 as the company capitalizes on the growing demand for a unique commerce experience that combines curated products with a highly engaged social community. On average, members engage with Citrus Lane more than five times a month; more than 2,000,000 member-generated product votes have been posted; and more than half of all orders are placed via mobile devices.

In making the announcement, Founder and CEO Sheila Lirio Marcelo said, “’s mission is to be there for families, providing the best care solutions, services, advice and support. Citrus Lane is a natural extension of that mission, providing the best products for families with children, and creating a social community in which moms can share. Both companies have an overwhelmingly female membership so by adding this new dimension to our business, we’ll be helping moms in a new way, engaging with them on an even more frequent basis, and building on our robust mom-community.”

Ms. Marcelo continued, “Building community and content are significant areas of focus for us. The addition of social commerce capabilities is a natural extension of our marketplace and a progression towards becoming the one-stop-shop for everything families need. The talented team Mauria has built in Mountain View, California will play a key part in helping us innovate and grow our family-focused platforms.”

Mauria Finley, Founder and CEO of Citrus Lane, said “At Citrus Lane, we share the same passion for and commitment to helping families as does, which is why we couldn’t be more excited about joining Sheila and team. With the breadth and reach of, we’ll be able to connect with even more parents and children around the world.”

Ms. Finley has been named SVP, GM of Citrus Lane and will continue to run Citrus Lane, which is now a wholly-owned subsidiary of
Details of the financial impact of the transaction on will be discussed as part of’s second quarter earnings conference call on July 31, 2014.

About, Inc. is the world’s largest online destination for finding and managing family care. As of the end of Q1 2014, the Company had 10.7 million members spanning 16 countries, including the US, the United Kingdom , Canada and parts of Western Europe.’s web and mobile platforms enable families to connect to care providers and caregiving services in a reliable and easy way, while also helping care providers find meaningful work. Through its consumer matching platform, tools and resources, allows families to make more informed hiring decisions. The Company also enables families to pay caregivers electronically online or via mobile device and also subscribe to HomePay to manage their household payroll and tax matters. Through its Workplace Solutions unit, also serves hundreds of thousands of families whose employers provide access to’s platform, as well as backup dependent care, as a corporate benefit.

About Citrus Lane
Citrus Lane is the leading social commerce platform for moms and aims to help families discover and buy the best products for their children, while creating a trusted community in which moms can share. Members of the subscription service receive a monthly box of curated products to help moms discover new and relevant items while delighting their children with fun surprises. All items are handpicked for the child’s age and stage. Citrus Lane also boasts a vibrant community of moms who share their product recommendations, parenting experiences and advice with each other. Subscribers and members may also buy “best of” products anytime at .