DARBY SMART

Darby Smart operated as a video-centric e-commerce and community platform, founded in San Francisco in 2013 by Nicole Shariat Farb and Karl Mendes. The venture was inspired by Farb's own frustrations with do-it-yourself (DIY) projects, leading her to leave her position as Head of Emerging Private Companies at Goldman Sachs to establish the company. She partnered with Mendes, who brought technical expertise from his previous role as a Senior Software Engineer at Eventbrite.

Initially, Darby Smart began as a marketplace that transformed designers' ideas into purchasable DIY kits, providing all necessary materials and instructions directly to consumers. This model aimed to bridge the gap between online inspiration and tangible creation within the substantial crafting market. The company demonstrated significant early traction, reporting a quarterly revenue increase of 440 percent in its first three quarters.

Recognizing the shift toward video, the company pivoted its business model to become a crowdsourced platform for how-to videos. Users and creators could produce and share short-form videos on topics like beauty, home decor, and DIY projects. The platform's mobile application facilitated video creation and editing for its community. Revenue was generated through collaborations with brands, where creators, or "Darby Stars," were paid a flat rate to produce video content showcasing products, which were then distributed on the Darby app and website.

The company successfully secured a total of $7.3 million in funding over two rounds, including a $6.3 million Series A led by Maveron in May 2014. In April 2019, Grove Collaborative, an e-commerce platform for natural home and personal care products, acquired Darby Smart. Following the acquisition, Darby Smart's operations were wound down, and its team was integrated into Grove Collaborative to leverage their expertise in community building and influencer-driven marketing.

Keywords: Darby Smart, video commerce, DIY kits, how-to videos, Nicole Shariat Farb, Karl Mendes, e-commerce platform, creator economy, social commerce, Grove Collaborative acquisition, Maveron, Forerunner Ventures, user-generated video, beauty tutorials, home decor ideas, craft projects, influencer marketing, video shopping, creative community, DIY marketplace