Courteney Cox, the acclaimed actress known for her role in “Friends,” has successfully secured $8 million in Series A funding for her home care brand, Homecourt. The investment, led by Cult Capital, aims to enhance the company’s operations and broaden its retail partnerships. Launched in 2022, Homecourt initially introduced dish soap, surface sprays, and hand soap, before expanding its product line to include body care items.
Despite requests for sales figures, a source estimated Homecourt’s revenue to be around $30 million. Speaking from New York City, where she is currently filming a new project, Cox expressed her initial apprehensions about seeking external investment. “At first I was a little afraid, because Homecourt just means everything to me,” she told WWD. She worried that potential partners might disrupt the brand’s creative vision. However, her concerns dissipated after meeting with the team at Cult Capital. “They were great. They just want to enhance our growth, but not in any way get in the middle of creative,” she said.
Cox emphasized that her meticulous attention to detail and creative direction were well understood by her investors. “They see my particularness and my obsession with detail. They’re the perfect partners,” she stated. With the newly acquired funds, Homecourt plans to focus on expansion, especially as the brand has reportedly doubled its sales every year since its inception. Currently, the company operates with a small team of five, but Cox acknowledges the need for growth. “As we grow, we need a lot more people. That’s just the way business is,” she added.
Cox’s co-founder at Cult Capital, Sarah Woelfel, highlighted the unique vision behind Homecourt. She noted that the brand stands out in the marketplace for its authenticity and the personal touch that Cox brings to her products. “The brand is very authentic to Courteney as a person,” Woelfel remarked, emphasizing that the products stem from Cox’s personal needs for quality and aesthetic appeal in her home.
The investment will also facilitate new retail partnerships and potentially establish limited Homecourt stores in key cities. Currently, the brand has expanded its product lineup to include laundry products, which debuted in March. Woelfel pointed out that the category of hand wash has become Homecourt’s top-selling product, following the introduction of refill options. “What’s really key is, in these stores, we don’t just have one SKU. We actually have four shelves, and the full storytelling of the products,” Jahnke added.
Cox also has her sights set on international expansion, with London being a likely candidate for the brand’s first overseas venture. While building brand awareness remains a priority, she is focused on perfecting Homecourt’s fragrances, particularly the top-selling CeCe scent, which is named after her family nickname. “We have to change one ingredient, and it’s such a small ingredient, but it’s a domino effect,” she explained, underscoring her commitment to quality and perfection.
With this latest funding round, Homecourt is poised for significant growth, and Cox’s dedication to maintaining the brand’s integrity and vision remains at the forefront of its expansion strategy.
