????The Honest Company日前宣布，公司新獲2500萬(wàn)美元風(fēng)險(xiǎn)投資，其中現(xiàn)有投資者機(jī)構(gòu)風(fēng)險(xiǎn)合伙公司（Institutional Venture Partners, IVP）領(lǐng)投。這家總部位于洛杉磯的公司生產(chǎn)品牌全天然/無(wú)毒尿布和其他嬰幼兒產(chǎn)品, 聯(lián)合創(chuàng)始人包括演藝明星杰西卡?阿爾芭和ShoeDazzle/LegalZoom的創(chuàng)始人布萊恩?李。

????其他投資者包括General Catalyst Partners、光速創(chuàng)投（Lightspeed Venture Partners）和資本公司ICONIQ Capital。

????我們用了一些時(shí)間與IVP的投資經(jīng)理艾瑞克?廖探討了這筆交易，他現(xiàn)任Honest Co.董事，與此項(xiàng)交易有接觸。一些記錄：

????1.這對(duì)于IVP而言是一項(xiàng)不尋常的投資。IVP作為成長(zhǎng)期投資者，如今參與了Series A和B兩輪投資。艾瑞克?廖說(shuō)，主要是因?yàn)镮VP公司在2011年對(duì)LegalZoom的投資與李建立起來(lái)的關(guān)系。“不錯(cuò)，這個(gè)業(yè)務(wù)略微超出我們的關(guān)注點(diǎn)，但這個(gè)團(tuán)隊(duì)非常吸引我們，”廖解釋說(shuō)。“布萊恩?李是一位成功的系列創(chuàng)業(yè)家，而且我們相信Honest的規(guī)模將超出他創(chuàng)立過(guò)的其他任何企業(yè)。”

????2.對(duì)于投資一家總裁是在職女演員的公司：“這是我們一開(kāi)始探討的問(wèn)題，但現(xiàn)在已經(jīng)不是什么問(wèn)題了。相比傳統(tǒng)創(chuàng)始人，她的時(shí)間投入確實(shí)不太一樣，但她和（聯(lián)合創(chuàng)始人）克里斯?葛文根也在加拿大為產(chǎn)品推出進(jìn)行了一周的媒體宣傳。歸根結(jié)底，每個(gè)人都在進(jìn)行多任務(wù)處理，而這里的時(shí)間投入確實(shí)得到了保證。”

????3.廖認(rèn)為，這是Honest進(jìn)行的最后一輪外部融資。他認(rèn)為，這家公司接下來(lái)的兩大執(zhí)行挑戰(zhàn)是拓展在實(shí)體店的覆蓋率【它今年夏天以來(lái)已經(jīng)開(kāi)始在好市多（Cosco）進(jìn)行測(cè)試】和國(guó)際擴(kuò)張（不只是最近進(jìn)入加拿大市場(chǎng)）。廖沒(méi)有透露下一個(gè)市場(chǎng)在哪里，但他透露，英語(yǔ)國(guó)家市場(chǎng)，如英國(guó)或澳大利亞，可能最合邏輯。（財(cái)富中文網(wǎng)）

????The Honest Company today announced that it has raised $25 million in new venture capital funding, led by existing investor Institutional Venture Partners. This is the Los Angeles-based maker of branded all-natural/non-toxic diapers and other baby and kids products, whose co-founders include actress Jessica Alba and ShoeDazzle/LegalZoom founder Brian Lee.

????Other investors include General Catalyst Partners, Lightspeed Venture Partners and ICONIQ Capital.

????We spent some time discussing the deal with IVP principal Eric Liaw, who is taking an Honest Co. board seat in connection with the transaction. A few notes:

????1. This is an unusual investment for IVP, in that it is a growth-stage investor that has now participated in both a Series A and Series B round. Liaw largely chalks that up to IVP's past relationship with Lee via a 2011 LegalZoom investment. "Yeah, it's a little outside our sweet spot, but we were very attracted to the team," Liaw explains. "Brian Lee is a successful serial entrepreneur, and we really believe Honest can be bigger than any of the other companies he's founded."

????2. On investing in a company whose president is a working actress: "It was something we talked about at the outset, but it hasn't been much of an issue. Her time is a bit more unorthodox than the typical founder, but just she and [fellow co-founder] Chris Gavigan were in Canada for a full week making a press tour announcing our launch. At the end of the day, everyone is multi-tasking, but the time commitment is certainly there."

????3. Liaw sees this as the company's final round of outside funding. He believes that its next two major execution challenges are expanding its in-store retail presence (it has been running a test in Cosco since the summer) and international expansion (beyond the recent Canada launch). No word yet on where the next market will be, although Liaw says that an English-speaking market -- such as the UK or Australia -- may make the most sense.