Homecourt, the home care brand founded by actress Courteney Cox, has successfully raised $8 million in Series A funding led by Cult Capital. This investment aims to enhance operations and broaden retail partnerships, marking a significant step in the brand’s growth trajectory since its launch in March 2022.
Initially debuting with dish soap, surface sprays, and hand soap, Homecourt has since expanded its product line to include body care items. While Cox declined to disclose specific sales figures, industry insiders suggest revenues are nearing the $30 million mark. Speaking from New York City, where she is currently filming a new project, Cox shared her initial hesitance about seeking outside investment, expressing concern about maintaining the brand’s creative vision.
Investment and Growth Plans
“At first, I was a little afraid because Homecourt just means everything to me,” Cox stated. “I was worried about having partners who might not align with my vision.” However, after engaging with Cult Capital, her concerns eased. “They want to enhance our growth but not interfere with creativity. They appreciate my attention to detail and the brand’s aesthetic, making them the perfect partners,” she added.
The funds raised will be directed towards expanding Homecourt’s operations, particularly in scaling the team, which currently consists of five members. Cox emphasized the necessity for additional personnel as the brand continues to double its sales annually. “As we grow, we need a lot more people. That’s just the way business is,” she explained.
Sarah Woelfel, co-founder of Cult Capital, noted that Cox’s vision was a key factor in their investment. “The brand is authentic to Courteney as a person,” Woelfel remarked. “The products stem from her personal needs for quality and efficacy, as well as visual appeal.” She identified retail partnerships and potential limited Homecourt stores in major cities as significant opportunities for growth.
Category Expansion and International Reach
Homecourt recently introduced a range of laundry products, expanding its already diverse lineup. According to Sarah Jahnke, co-founder and CEO of Homecourt, hand wash has emerged as the top-selling product in terms of dollar sales, while surface spray ranks first in units sold. Jahnke highlighted the importance of storytelling in marketing, noting that Homecourt occupies multiple shelves in retail locations, enhancing consumer engagement.
Regarding future plans, Jahnke indicated that while international expansion is on the horizon, the focus will be on building brand awareness and strengthening the team. London is a potential starting point for international operations, given Cox’s familiarity with the city and interest in prospective locations.
Cox also revealed her passion for crafting the perfect fragrances for Homecourt products, particularly the top-selling CeCe scent, named after her family nickname. “One small ingredient can affect the entire fragrance, so I aim for perfection,” she stated, underscoring her commitment to quality and detail in every aspect of the brand.
With this new round of funding, Homecourt is poised to solidify its position in the competitive home care market while staying true to its founder’s vision of creating personal and aesthetically pleasing products.