It is the third funding round for mydeco, which is an aggregation website for the home design and furniture market that Hoberman launched in 2007.
The business is a blend of search aggregation, interactive planning and visualisation tools and social networking capability. It has signed partnerships with retailers such as Heal’s, John Lewis and Lombok, while figures in the design world including Sir Terence Conran and Philippe Starck have joined the company’s Design Board.
The investment from eVenture, which has offices in Hamburg, Germany, and San Francisco, US, has not been disclosed. In September 2008, mydeco secured £7.35 million in its second round of funding from Sofinnova Partners, SRPE, Amadeus Capital Partners and Burda Cross Media. A year earlier the business secured seed funding from SPARK Ventures.
Hoberman co-founded lastminute.com in April 1998, with Martha Lane Fox, in the living room of his London flat three years after having drafted the initial idea. He led the company as chief executive before standing down in April 2006. He is also an angel investor in several internet companies including Viagogo, WAYN.com and moveme.com.
