Medical Apparel Brand Jaanuu Secures $15 Million in Funding to Expand Product Lines

VCBeat (WeChat ID: vcbeat) has learned that on December 10, U.S. time, Jaanuu, a U.S.-based professional medical apparel brand, completed a $15 million growth equity financing round. The round was led by JMK Consumer Growth Partners, with participation from existing investor the Nordstrom family and new investor David Kessenich (Executive Partner and Co-founder of Excellere Partners). To date, the company has raised more than $25 million in total funding.

Unlike other brands in the $50 billion global medical apparel industry, Jaanuu was co-founded in 2013 by Dr. Neela Sethi Young and her brother, Shaan Sethi, a former private equity investor. Dr. Neela Sethi, a pediatrician, grew weary of the monotonous and dull medical scrubs and recognized that these uncomfortable, ill-fitting uniforms could have negative psychological effects on healthcare professionals. Therefore, from its inception, Jaanuu has been guided by the philosophy of creating attire that is “stylish, comfortable, and conducive to work.”

In addition to their fashionable and avant-garde style, Jaanuu’s medical scrubs are crafted from premium odor-resistant and antimicrobial fabrics, making them suitable for the demanding hospital environment. In terms of design, Jaanuu pursues diversity, featuring options such as tops with bibs, prints, tie-neck collars, zipper accents, and asymmetrical cuts.

Image source: Jaanuu official website

Since its inception, Jaanuu has adhered to Dr. Neela’s vision by placing consumer research at the forefront of product development. In 2018, the company engaged more than 5,000 participants in market surveys, focus groups, and ethnographic studies. Consequently, Jaanuu expanded its style and fabric offerings for both men’s and women’s apparel, introducing multiple curated designs. This collection, recognized as one of the most disruptive in the industry, incorporates more than seven types of premium, technologically advanced fabrics.

“No day in medical practice is ever the same, and no day is easy. Yet no uniform—regardless of its style, comfort, or fabric—can empower you to perform at your best every single day,” explains Dr. Neela. “At Jaanuu, we provide healthcare professionals with the choices they need and deserve—styles designed from diverse aesthetic perspectives, crafted from advanced, multi-functional fabrics featuring odor-resistant and antimicrobial properties.”

After hitting an all-time high in November 2018, Jaanuu generated $500,000 in marketing revenue over the past 12 months. Sales are projected to more than double in 2019. With new capital from its second funding round, Jaanuu will accelerate breakthrough product and fabric development, drive omnichannel expansion as a lifestyle brand, and increase investment in marketing forecasting and programmatic media buying.

“Over the past few years, we have witnessed exponential growth, thanks to a passionate team dedicated to data-driven innovation and reinvention,” said Shaan Sethi, Founder and CEO of Jaanuu. “As we sought to disrupt the undifferentiated category of medical apparel, we strategically pursued partnerships with the most distinguished and mature consumer-focused growth equity investors. Today, through our collaboration with John Kenney and JMK, we have struck gold.”

“As a firm, we only invest in emerging brands that have proven themselves and are poised for takeoff. We are striving to identify those rare and exceptional brands that forge strong connections with consumers and sell not just products, but a lifestyle,” said John Kenney, Co-Founder of JMK Consumer Growth Partners.

JMK Consumer Growth Partners was established on August 3, 2014, and is headquartered in New York, USA.

The company primarily makes growth capital investments in emerging, high-growth consumer companies, with a focus on the beauty/personal care, food, beverage, home, pet, and fashion/leisure sectors.

Nordstrom, founded in Seattle, USA, in 1902, is an American upscale department store chain.

In its early stages, the company’s core business was footwear. It subsequently expanded into apparel, accessories, handbags, jewelry, cosmetics, fragrances, and home goods, evolving into a prominent American fashion brand. The company has experienced rapid growth, continuously increasing its store count and introducing new services.

Excellere Partners is a mid-sized healthcare private equity firm founded in 2006 and headquartered in Denver, Colorado.

Since its inception, the company has been committed to building a differentiated private equity firm that focuses on the unique needs of emerging private companies, with the aim of establishing industry leadership and delivering lasting value.