buyers are notoriously fickle when it comes to refined kitchen gadgets. On the one hand, there’s undoubtedly a market for objects which can be deemed helpful and priced as it should be. believe, as an instance, the Anova Precision Cooker, a $ a hundred forty five WiFi- and Bluetooth-enabled software that managed to get its mum or dad firm bought to the applying massive Electrolux in February for $ 250 million.
On the other, make your instrument too difficult and dear, and you get mocked. yes, Juicero, we’re talking to you.
Brava, a stealth-mode IoT company with plans to create a set of domestic hardware and tool products, would appear to face the same chance. however buyers naturally like what it’s cooking up. indeed, the company — which ultimate yr raised $ 12 million in collection A funding led by means of the venture agency real Ventures — just raised an undisclosed amount of extra funding that greater than doubles that quantity.
TPG increase led the spherical. Additional buyers in the financing embrace the upward thrust Fund (which is TPG’s social impression fund), Lightspeed mission partners, subsequent Coast Ventures, Lead facet Capital, DGNL Ventures, and previous traders. some of these embody Chris Anderson, who runs the TED conference; Rob Reid, founding father of the Rhapsody music service; and Cowboy Ventures’s founder Aileen Lee.
Brava, which now employs 46 folks in Redwood metropolis, Ca., is headed with the aid of CEO John Pleasants, who has led numerous digital media companies over the past couple of decades, together with as co-president of Disney Interactive Media team, COO of electronic Arts, CEO of Ticketmaster, and most just lately as an EVP at Samsung.
Pleasants also spent a yr as the CEO of Playdom, a social gaming company that used to be received for $ 563 million by using Disney in 2010 (which is how Pleasants landed there). if truth be told, it was at Playdom where he met Brava cofounder and Chief Product Officer Dan Yue, who went to high school with Brava’s different cofounder and its Chief technology Officer, Thomas Cheng.
Yue was Playdom’s chief product officer and headed to Disney with Pleasants after the sale, logging a couple of years with the leisure large as an SVP of product. Cheng meanwhile cofounded the good parking firm Streetline and just lately spent a 12 months as the top of hardware at August, the sensible lock firm.
Pleasants wouldn’t tell us much about Brava when we chatted closing yr, and he’s still not saying a lot in regards to the firm’s plans, with the exception of to provide that it’s “constructing a device that makes it easier to cook and eat well at house.”
Pleasants also says Brava is still focused on a public launch by way of the tip of this yr, which is the timeline he’d given us closing 12 months. And he says its merchandise shall be available for purchase via its site. (It isn’t asserting any distribution companions — as a minimum, now not at this time.)
asked if Juicero’s difficult publicity of late has made him think carefully about demand for complicated kitchen appliances — even smartly-made ones — he declined to remark.
Pictured above: Pleasants (in a Bay area restaurant, significantly, and now not Brava’s trying out kitchen.)
devices – TechCrunch