# Curated

> Curated is a San Francisco-based online marketplace that connects shoppers with vetted, passionate experts who deliver one-on-one product advice for high-consideration purchases - from skis and golf clubs to cameras and coffee gear. Founded in 2017 by Eduardo Vivas, Peter Ombres, Alex Vauthey and Annabel Liu, the company raised about $141.5M from CapitalG, Greylock and Forerunner Ventures before being acquired by Flip for $330M in stock in July 2024.

- **Founded:** 2017
- **Headquarters:** San Francisco, California, United States
- **Founders:** Eduardo Vivas (Co-founder & CEO), Peter Ombres (Co-founder), Alex Vauthey (Co-founder), Annabel Liu (Co-founder)
- **Team size:** ~250
- **Products:** Expert Marketplace, Category Verticals, Expert Platform
- **Notable:** Grew 300% year over year leading into its 2021 Series C., Reported a near-zero return rate vs. 10-30% industry average., Raised $141.5M from CapitalG, Greylock and Forerunner Ventures.

## Products & services

- **Expert Marketplace** — A guided shopping experience that matches consumers with vetted, passionate category experts for one-on-one recommendations via chat or call.
- **Category Verticals** — Curated covers ski, snowboard, golf, cycling, fly fishing, camping, coffee, baby gear, photography, fine jewelry and more - each staffed by enthusiast experts.
- **Expert Platform** — Tools that let independent experts earn income by helping shoppers and getting paid for both their time and the sales they influence.

## Achievements

- Grew 300% year over year leading into its 2021 Series C.
- Reported a near-zero return rate vs. 10-30% industry average.
- Raised $141.5M from CapitalG, Greylock and Forerunner Ventures.
- Acquired by Flip for $330M in stock in July 2024.
- Served over 1M shoppers across more than a dozen verticals.

## Latest updates

- **2024-07** — Flip acquired Curated for $330M in stock; Eduardo Vivas became Flip's COO.
- **2021-11** — Closed $75M Series C led by CapitalG.
- **2021-04** — Raised $39M Series B.
- **2019-10** — Raised $22M Series A led by Forerunner Ventures.

## Links

- Website: https://curated.com
- LinkedIn: https://www.linkedin.com/company/curated-com
- Twitter/X: https://twitter.com/curatedculture
- Facebook: https://facebook.com/pages/Curated/195978007088

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Profile page: https://yespress.io/curated
Published by YesPress — https://yespress.io
Last updated: 2026-05-29