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Portfolio July 22, 2011

Announcing Citrus Lane

Getting awesome, healthy, useful & delightful products to young families.

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I’ve been at Greylock 6 months now, and have a bunch of learnings and observations I’ll start sharing on the blog soon!

But in this post I’m really happy to share that the first investment that I’ve led is in Citrus Lane — an investment we made a few months ago.

Citrus Lane is a modern subscription e-commerce company that’s focused on getting awesome, healthy, useful & delightful products to young families. They launched their site and products last week.

I’m really, really excited to be involved with the company.

I’m excited about the category: subscription commerce is coming like a freight train; we’re in a period where the way we buy products and services is changing dramatically and quickly. The comprehensiveness of Amazon’s offerings and the ubiquity of the modern logistics chain have paved the way for more thoughtful, curated, unique offerings to consumers, highly targeted by interest, lifestyle and personal tastes.

I’m excited about the particular sector: as a family with a kindergartner, I’m acutely aware of how you go from month to month never knowing whether you should be doing better taking care of your children, thinking there must be better ways to do things and better products. It’s obvious to me that we’ve made product and process decisions that will last for years. And it’s super obvious that young parents, and especially moms, control trillions of dollars of product decisions.

And I’m particularly excited to work with the CEO & Founder, Mauria Finley. I’ve known Mauria for more than 15 years — she’s a Stanford-trained Computer Scientist with a particular expertise in product design, and has held product leadership roles at Ebay, PayPal, Good, AOL and elsewhere. She’s fantastic, and a highly motivated first time CEO. She’s been great to work with so far and I think will continue to be tops.

She’s putting together a very interesting team that includes Claire Hough, her co-founder & CTO — previously of NexTag, Blue Martini, Netscape, Napster and more.

So they’re launched! Go take a look and see what you think. Watch this space (and follow them on Twitter!).

[PS — I’ve done several other investments, but they’ve been from our Discovery Fund, which we typically don’t announce publicly unless the companies really want us to. This is somewhat different in that I’m on the board of directors and it’s a more significant level of investment.]