Hubba, which operates a web portal where retailers and their suppliers share product information, has received $11 million in Series A funding, the company announced this week.

Hubba will use the new funding to attract suppliers and retailers across additional industries, adding to such branded product lines already on the portal as Eco Vessel water bottles, 2 XU athletic apparel and Filtrate Eyewear.  

“At Hubba, we are on a mission to be the source for every piece of product content for every product on the planet,” CEO and founder Ben Zifkin says. “The goal is to power this new generation of commerce while shining a light on amazing products and brands.”

Hubba launched its portal in 2014, and since then more than 8,500 suppliers and 1,500 retailers have registered on the site, the company says. They include Unilever, a consumer goods manufacturer that makes such well-known nutrition and hygiene brands as Dove, Lipton and Axe; beer distributor Anheuser Busch; and Wal-Mart Stores Inc., the world’s largest retailer. The number of companies signed on to the platform is growing 50% month over month, Zifkin says.

“We go after major consumer brands like the Unilevers of world, as well as really small companies with just one or two products,” Hubba chief product officer Jonathan Nightingale says. “There’s a huge opportunity for these mom-and-pops to get onto the Hubba platform and get discovered by retailers.”

Hubba seeks to move into several new product categories at a time, and previously targeted groups included baby toys, pet equipment and sports apparel—all categories that suppliers now offer on Hubba.com. Hubba decides which product category to target based on the buying interests of its participating large retailers and the products offered by major brand manufacturers.

After Unilever signed on to Hubba.com, for example, the multinational consumer brand manufacturer added product information on Hubba.com from 40 of its brands. Hubba decided which industries to target next based on some of the more well-known brands Unilever listed on the site, including Dove Baby. Hubba followed by lining up suppliers of baby toys, baby clothes and accessories. “It’s like a cycle that feeds on itself,” Zifkin says.

Anyone with a business email address can register on Hubba.com. Once a supplier has created a user profile, it can upload an unlimited amount of product information in such forms as videos, images and product descriptions. Hubba acts as a social network, where a buyer and supplier can send email invites to their professional contacts to join the network and then grant each other access to the other’s profile, Zifkin says.

Retailers can sign on to the platform for free. Suppliers can choose from three monthly subscription options: Team, priced at $19 per user monthly; Pro, priced at $40 per user monthly, and which allows brands to make specific product information available only to certain retailers; and Enterprise, which integrates with a company’s e-commerce site and enterprise resource planning software for such applications as financial and inventory management, and can cost “hundreds of thousands of dollars yearly,” Zifkin says.

The $11 million funding was led by Real Ventures, Kensington Venture Fund, Cano Investment Counsel, Brightspark Ventures and angel investors. Hubba’s total funding to date is $14.1 million, Zifkin says.

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