The direct to consumer department store Neighborhood Goods has raised $11 million

Neighborhood Goods, the direct to customer division shop hawking brands like Rothy’s, Dollar Shave Club, Buck Mason, Draper James and Stadium Goods, has new money to expand its storefront for e-commerce juggernauts.

The enterprise has raised $11 million in a new round of financing led by International Founders Capital, with participation from preceding investors Forerunner Ventures, Serena Ventures, NextGen Venture Partners, Allen Exploration, Capital Factory and other people.

The Dallas-primarily based startup has raised $25.5 million to date and is expanding into a new place in Austin to complement its shops in Plano, Texas and a place in New York, opening quickly, according to the enterprise’s chief executive and co-founder Matt Alexander.

The Neighborhood Goods notion, delivering a brick and mortar outlet for on the net brands, is a single that dovetails nicely with backers like International Founders Capital and Forerunner Ventures, which are each longtime investors in direct to customer startups.

“As we expand our network of brands, we’;re so thrilled to have Neighborhood Goods as a core element of our portfolio for them to test, assess, explore and learn about the impact of physical retail as they grow,” stated International Founders Capital investor Don Stalter.

As the enterprise expands its geographic footprint, it’s also experimenting with distinctive on the net attributes, like on the net browsing of in-shop collections and the choice for physical, in-shop pickup of digital orders. Neighborhood Goods also stated it will commence supplying an analytics back-finish for brand partners to deliver information on activations and branded events at the enterprise’s shops.