SecondNature raises $16.4M for ‘healthy home’ subscription products like air and water filters –

▤ Summary

Fast forward to now, and that service — now called SecondNature — has grown its customer base to hundreds of thousands by expanding beyond its original direct-to-consumer model to also include industry partnerships. SecondNature began its life solving a common homeowner problem: helping people to remember to change the home’s air filter. Tarkington says the idea to put air filters on subscription not only made sense as a way to remind homeowners to make the swap, but the model worked for retailers as well. “And generally, you have thousands of different sizes, so a retailer can only serve a certain percentage of the market.” The founders soon left college and began to work full-time on the company. To address the threat of COVID-19, SecondNature reorganized its two warehouses (in Ardmore, OK and Wilson, NC) to keep staff separated — including by creating additional break rooms.

$ Funding

▦ Linked Companies

Second Nature Brands Inc

$10M to $25M