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§ Private Profile · New York City
Ten Little is a technology company.
Ten Little operates an e-commerce platform providing non-toxic baby and kids' shoes and essential products. It curates footwear, apparel, and developmental items, expert-recommended to support healthy growth at every stage. The platform simplifies purchasing for parents seeking high-quality, stage-appropriate goods.
Fatma Collins and Julie Rogers co-founded Ten Little in 2019, recognizing parents' struggle to find optimal developmental products, especially properly fitting footwear. Their insight centered on creating a trusted, guided shopping experience, directly addressing the prevalence of ill-fitting children's shoes with expert-backed solutions.
The platform serves parents navigating their children's early years, offering a reliable source for vital developmental tools and apparel. Ten Little envisions becoming the primary destination for healthy, expert-vetted essentials, empowering parents to confidently support their children's well-being and growth. The company continually refines its offerings for evolving family needs.
Ten Little has raised $8.0M across 2 funding rounds.
Ten Little has raised $8.0M in total across 2 funding rounds.
Ten Little is a predictive e-commerce platform founded in 2019, headquartered in New York City, that specializes in expert-recommended, non-toxic kids' shoes and apparel tailored to children's developmental stages.[1][2] It serves overwhelmed parents by solving the problem of cluttered kids' product markets through personalized guidance, removing guesswork in finding healthy essentials as children grow rapidly.[1][2] The company raised $5M in seed funding in 2021, led by Kindred Ventures and NextView Ventures, signaling strong early growth momentum in the direct-to-consumer kids' footwear space with customizable, durable shoes like the Everyday Original Shoe featuring wide toe boxes and flexible soles.[1][3]
Ten Little was co-founded by Fatma Collins and Julie Rogers, two moms-to-be who met while working at the same company and bonded over the challenges of researching and shopping for baby essentials.[2][3] Frustrated by the lack of expert curation and personalized options in kids' products—especially as their daughters grew quickly—they launched the company in 2019 to create a platform with better products and easier shopping.[1][2] Early traction came from addressing real parental pain points, culminating in a pivotal $5M seed round in June 2021, backed by investors including executives from Farfetch and TikTok, which fueled disruption in the children's marketplace.[1]
The founders enlisted medical advisors like podiatrist Dr. Farah Alani (specializing in pediatric foot care) and pediatrician Dr. Tanya Altmann (FAAP, author, and mom of three) to ensure recommendations promote healthy development.[2]
Ten Little rides the wave of personalized e-commerce and DTC kids' wellness, capitalizing on post-pandemic demand for health-focused, expert-vetted products amid rising parental awareness of child development.[1][2] Timing aligns with e-commerce growth in niche verticals like pediatric footwear, where market forces favor platforms using data for customization over generic retail—evident in their seed funding during a kids' product boom.[1][3] By influencing the ecosystem through non-toxic standards and stage-specific guidance, it pushes competitors toward better curation, while tools like Shopify and partner networks amplify its reach to millions of shoppers.[3]
Ten Little is poised to scale its predictive model into a full kids' essentials hub, potentially expanding personalization via AI-driven growth predictions and partnerships with more pediatric experts. Trends like sustainable DTC, rising birth rates, and demand for developmental health products will propel it, evolving its influence from niche footwear disruptor to go-to platform for evolving family needs—echoing its founding belief that shopping for kids should be as simple as parenting demands.
Ten Little has raised $8.0M across 2 funding rounds. Most recently, it raised $5.0M Seed in June 2021.
Ten Little has raised $8.0M in total across 2 funding rounds.
Ten Little's investors include NextView Ventures, Kindred Ventures, 20VC, Alumni Ventures, Andreessen Horowitz, C2 Investment, Caffeinated Capital, Flourish Ventures, Gutter Capital, Heretic Ventures, Lightspeed Venture Partners, Pareto Holdings.