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ManoMano raises $355 million for its home improvement e-commerce platform

French startup ManoMano has raised a Series F funding round of $355 million led by Dragoneer Investment Group. The company operates an e-commerce platform focused on DIY, home improvement and gardening products. It is currently available in six European countries. Following today’s funding round, the company has reached a valuation of $2.6 billion.

In addition to Dragoneer Investment Group, Temasek, General Atlantic, Eurazeo, Bpifrance’s Large Venture fund, Aglaé Ventures, Kismet Holdings and Armat Group are also participating.

“We operate in Europe and we are the industry leader in online sales,” co-founder and co-CEO Philippe de Chanville told me. In France in particular, the company has been profitable for a couple of years already. In 2020 alone, the company’s gross merchandise volume doubled to €1.2 billion ($1.42 billion at today’s rate).

So why did the company raise given that it’s already in a strong position to replicate the same model in other European markets? Because they could and because they didn’t need to. With a high valuation, ManoMano could raise quite a bit of money without having to sell a significant chunk of its equity.

In addition to France, the startup operates in Spain, Italy, Belgium, Germany and the U.K. With today’s funding round, the company wants to develop its activities in the U.K. and Germany in particular — they are Europe’s two biggest markets for home improvement and gardening.

ManoMano sells products to hobbyists and also targets the B2B market with ManoManoPro. It’s already working well in France with very small teams (1 to 5 employees) and the company is expanding this offering to Spain and Italy.

The startup will also invest more heavily in its product and build a better logistics infrastructure. “For the logistics part, we work with third-party logistics companies — we are a tech company,” co-founder and co-CEO Christian Raisson told me.

ManoMano doesn’t have its own warehouses and doesn’t own any inventory. That’s why ManoMano plans to recruit 1,000 people over the next 18 months and most of them will be tech profiles.

While ManoMano has 7 million clients, sales of home improvement and gardening items still mostly happen in brick-and-mortar stores. The startup is well aware that it’s not just a matter of having the best products at good price points.

ManoMano works with advisors (or Manodvisors) so that experts can give advice whenever customers need some tips. Overall, customers have initiated 2.3 million conversations with advisors in 2020. Recommendations and advice will be key to gain market shares. And the company is now well capitalized to innovate on this front and differentiate itself from other e-commerce platforms.

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