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The Modern Nursery

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eCommerce store offering stylish, eco-friendly, children's toys & nursery furniture and & Playroom décor.

103%
 - 
Funded 5 Aug 2022
£350,000 target
£362,075 from 238 investors
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Business overview

Location Orpington, United Kingdom
Social media
Website www.themodernnursery.com/
Sectors Home & Personal Digital B2C
Company number 10330781
Incorporation date 16 Aug 2016
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Investment summary

Type Equity
Valuation (pre-money) £5M
Equity offered 6.75%
Tax relief

EIS

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Business highlights

  • Fresh, interior design-led products for Nurseries and Playrooms
  • Since our launch in 2015 we've built a brand our customers love.
  • We're ready to scale the business & expand our own brand products
  • Extend service with aim to be never out of stock on key products
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Key features

  • Secondary Market
  • Seedrs nominee min. £10.00 +

Idea

Introduction

The Modern Nursery is a leading online store inspiring parents to create modern, contemporary fun spaces for their children to nest and play.

With a fresh interior design-led focus, The Modern Nursery offers stylish and sustainable Scandi inspired nursery and playroom furniture, décor and toys including a range of own-brand products.

Since our launch in 2015, our customers have consistently shown us that they want more for their children's spaces than cheap and garish plastic throwaway items dominated by the ethos "pink for a girl, blue for a boy"

We offer a design service which has also proven very popular and has been used to great effect by clients including strong celebrity endorsement.

Our vision is that nurseries and playrooms can be stylish and contemporary whilst still being great fun spaces for children to develop and thrive.

Our aspiration is to be the #1 design-led children’s eCommerce store for nursery and playroom interiors and toys in the UK and beyond.

Substantial accomplishments to date

We've built a community of parents who believe that nurseries and playrooms should be beautifully designed spaces where their little ones love to learn, rest and play.

With 133,000 customers to date, we've grown to a £2m turnover business.

Our team of 10 employees all love what we do and share the same vision. In fact, the first 3 team members to join us are still here today.

Operationally, we upgraded our warehouse facilities in 2021 to help prepare us to scale, and this year we've begun to expand our Interior Design Service.

We have established a strong social media presence which really helps us cut through in our marketing.

- Instagram 294,000 followers

- Facebook 32,000 followers

- Pinterest 7,300 followers

- Tik Tok 4,600 followers - last year we were one of the first in our sector to market via Tik Tok.

Our award-winning brand benefits from great press coverage. You can see some examples of our press on our website at:

https://www.themodernnursery.com/blogs/blog/pre...

We were winners of Best Lifestyle/Interiors Boutique for two years in a row and The Good Web Guide for Best Children's Website.

And of course, we were thrilled to be featured on ITV's Sam & Billie: The Mummy Diaries and Ferne McCann's First Time Mum.

Monetisation strategy

We're an eCommerce brand selling a range of prestigious Scandinavian brands as well as a number of our own products.

Like many eRetailers, we had a challenging year in 2021 due to the impact of Brexit, Apple iOS changes and supply chain issues following the pandemic. We now aim to scale the business by focusing on a few key areas:

- Our own brand products are well-loved and provide a higher margin, so we aim to expand this range as part of the investment spend.

- Our celebrity-endorsed Nursery Room and Playroom Design Service generates AOV’s in excess of £2,000, and we'll be expanding this capability.

- Deploying a Never Out Of Stock (NOOS) strategy for high demand products in order to satisfy customer demand.

Use of proceeds

We're using the investment monies to expand our own brand products, and to optimise revenue and profitability:

Investors Perks

Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.

Key Information

Outstanding debt

The company has the following outstanding loans:

- £221,088 Coronavirus Business Interruption Loan Scheme (CBILS) loan at an interest rate of 10.10% per annum. The loan is being repaid at a rate of £8,078.54 per month with the final instalment due in April 2026.

- £82,000 Director’s loan from the Founder, Laura Williams, at an interest rate of 0% per annum. The loan is not repayable, in part or in full, until June 2025. It is only repayable when the company has sufficient working capital reserves to repay it without creating any immediate cash flow concerns.

- £10,000 loan from an individual at an interest rate of 0% per annum. The loan is to be repaid in January 2023

- £10,000 loan from an individual at an interest rate of 0% per annum. The loan is to be repaid in August 2022

The funds raised from this investment round will not be used to repay these loans.

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If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £5,000,000

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

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Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

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Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

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Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

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