The Red Dress Boutique, an e-retailer of Southern-inspired women’s fashion, has raised $1.2 million in funds from two investors on the ABC TV show Shark Tank, where entrepreneurs vie for funding from investors. The e-retailer’s founders Diana and Josh Harbour appeared in an episode that aired last week and received offers from Dallas Mavericks owner Mark Cuban and Internet security millionaire Robert Herjavec. In exchange for the investment, each will own 10% of the business, the e-retailer says, meaning that the “sharks” valued the business at $6 million total.

“I believe in our business and I knew that we could share our story with the sharks and make them believers, too,” says CEO Diana Harbour. “We are thrilled not only for the investment to grow Red Dress, but for the business advice and mentorship we’ll receive.”

The Red Dress Boutique, ranked No. 792 in the Internet Retailer Second 500 Guide, says it will use the $1.2 million in funds—the fourth largest deal on the show’s history—to redesign its web site and increase warehouse and inventory capacity. The e-retailer has grown its physical warehouse space from 3,500 to 45,000 square feet over the last 18 months.

The Red Dress executives feel they also have outgrown their current Magento e-commerce platform and web hosting arrangement, and are evaluating options from technology suppliers that would give the retailer the ability to handle more web traffic. It’s also looking to link its shopping cart with upgraded order management and inventory control systems, Harbour says.

The Red Dress Boutique operates a small bricks-and-mortar location near Atlanta, and launched its online store in 2010. The merchant expects to bring in around $15 million in online sales this year—around double last year’s web sales. The company is profitable, a spokeswoman says.

Much of the growth thus far has come from the retailer’s focus on building an engaged following on social networks—it has around 1.3 million Likes on Facebook, all of which have been secured in an organic way, the merchant says. The Red Dress Boutique also aims to stand out in the minds of consumers with personal touches like handwritten thank-you notes and custom packaging design.

The appearance on Shark Tank provided a major boost in web traffic, Harbour says. “We received more than 4 million hits on our web site following the show, and we want to make those visitors new Red Dress loyal customers.”

Other fast-growing merchants ranked in the Second 500 Guide have found Shark Tank a successful vehicle for raising funds, or at least raising their profile.

High-end food ingredient seller Plated.com, for example, appeared in an episode that aired in April and raised $500,000 from Mark Cuban in exchange for 5.6% of the shares of the company. Quirky Christmas sweater e-retailer Tipsy Elves LLC raised $100,000 from Robert Herjavec in December 2013 for 10% of the equity.

The founder of travel apparel merchant ScotteVest Inc., Scott Jordan, appeared on Shark Tank in March of 2012 to pitch for investment in the side of its business focused on its patent for technology-enabled clothing, as opposed to its e-commerce business. The sharks wanted a piece of its online retail business instead, but Jordan turned down offers from the investors, as it didn’t want to give up equity.

Jordan maintains that his appearance on the show was a success, as it drove significant buzz about the ScotteVest brand.

Plated.com is No. 713 in the Second 500 Guide. Tipsy Elves is No. 950; ScotteVest is 763.

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