ecomom

About ecomom

ecomom operated in the e-commerce sector, focusing on curated, healthy, and eco-friendly products for mothers and their children. The company was founded under the name Sproutbaby.com in February 2009 by Jody Sherman and Emily Blakeney, rebranding to ecomom.com in May 2010. Sherman, a serial entrepreneur with a background in tech startups like Virgin Charter and Lycos, joined forces with Blakeney, who ran a physical store for healthy products called Eden's Green Closet. The business model was centered on direct-to-consumer online retail. Its core value proposition was not the products themselves, but the rigorous curation process behind them; every item was vetted for safety, health, and effectiveness, earning the "Ecomom Trusted" seal. This was designed to simplify purchasing decisions for parents concerned with product ingredients and environmental impact.

The company's history is marked by rapid growth and significant fundraising, securing over $12 million from various investors, including a $4 million Series A round in late 2011. However, this growth was fueled by an aggressive and ultimately unsustainable discount strategy. In 2011, ecomom implemented a deep discounting policy, often selling products below cost, which, combined with high marketing expenditures, led to severe financial distress. The company's funding structure, relying on small investments from many individuals rather than a lead venture capitalist, meant that no single investor had a strong incentive to provide close oversight. These factors culminated in the company's abrupt shutdown in early 2013, following the tragic suicide of its CEO, Jody Sherman. In April 2013, the assets of ecomom, including the brand and domain, were acquired by Etailz Inc. (formerly GreenCupboards), which planned to relaunch the site.