# Second Nature Brands

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/second-nature-brands

- Industry: Consumer Services
- Headquarters: Raleigh, US
- Website: www.filtereasy.com
- Total disclosed funding: $31M
- Latest round: Series C (Mar 25, 2020)
- Investors on record: 14

## About

Based in North Carolina, Second Nature Brands, Inc. offers innovative subscription services for air and fridge filter solutions, enhancing indoor air quality and drinking water access for residential customers across the United States.Second Nature Brands, Inc. specializes in subscription-based solutions for air and fridge filters. Founded in Raleigh, North Carolina, in 2012 by Kevin Barry, Thad Tarkington, and Yi Chew, the company has attracted significant investment, culminating in a Series C funding round that raised USD 16.40 mn in April 2022. The current CEO is Thad Tarkington. The company previously operated under Palladium Equity Partners before being acquired by CapVest in April 2022.FilterEasy specializes in subscription-based air and fridge filter solutions that simplify maintenance for homeowners. Their product offerings include pleated air filters crafted in North Carolina and refrigerator water filters, ensuring timely deliveries through a customized subscription service that caters to the needs of customers focused on enhancing indoor air quality and access to clean drinking water.FilterEasy operates on a subscription model where customers can select their preferred air and fridge filter products with a customized delivery schedule. Air filters start at USD 16 each, while fridge filters begin at USD 39, with free shipping included in the subscription service. This model fosters long-term customer relationships through convenient recurring payments for filter subscriptions, billed monthly or quarterly.CapVest's acquisition in April 2022 is expected to support Second Nature Brands, Inc. in its next phase of growth. The company plans to expand its product offerings and enter new markets, focusing on enhancing its subscription services. Recent funding will aid in these expansion efforts, aligning with their strategy to improve customer access to air and fridge filter solutions.

## Funding rounds

- Series C, Mar 25, 2020, $16M — Bonaventure Capital, IDEA Fund Partners, Arsenal Growth, Lead Edge Capital, Multiplier Capital, MANN+HUMMEL, One Better Ventures, Wolfpack Investor Network, Carolina Angel Network
- Series B, Oct 29, 2018, $6.9M — Lead Edge Capital, One Better Ventures
- Series B, Jul 25, 2017, $6.9M — Bonaventure Capital, IDEA Fund Partners, Arsenal Growth, Triangle Angel Partners, Cofounders Capital, NC State Endowment Fund
- Seed, Jan 23, 2015, $1.2M — Azure Capital Partners, RTP Global

## Investors

- Azure Capital Partners (https://capitalatlas.ai/funds/azure-capital-partners) — Seed
- RTP Global (https://capitalatlas.ai/funds/rtp-global) — Seed
- Bonaventure Capital (https://capitalatlas.ai/funds/bonaventure-capital) — Series B, Series C
- IDEA Fund Partners (https://capitalatlas.ai/funds/idea-fund-partners) — Series B, Series C
- Arsenal Growth (https://capitalatlas.ai/funds/arsenal-growth) — Series B, Series C
- Triangle Angel Partners — Series B
- Cofounders Capital (https://capitalatlas.ai/funds/cofounders-capital) — Series B
- NC State Endowment Fund — Series B
- Lead Edge Capital (https://capitalatlas.ai/funds/lead-edge-capital) — Series B, Series C
- One Better Ventures (https://capitalatlas.ai/funds/one-better-ventures) — Series B, Series C
- Multiplier Capital — Series C
- MANN+HUMMEL — Series C
- Wolfpack Investor Network (https://capitalatlas.ai/funds/wolfpack-investor-network) — Series C
- Carolina Angel Network (https://capitalatlas.ai/funds/carolina-angel-network) — Series C