DTC Fertility Brand Natalist Gets Funding From Stitch Fix’s Katrina Lake

Take a pregnancy test, but make it fashion. Natalist, a women’s health and fertility start-up, has raised $5 million in funding from a variety of angel investors and venture capital firms. The seed round is backed by the likes of Stitch Fix founder and chief executive officer Katrina Lake, EverlyWell founder Julia Cheek and others, as well as investor groups such as Collaborative Fund, Cowboy Ventures, Fuel Capital, Rock Health, and xFund. Founded by Halle Tecco, Natalist aims to make products for women’s health and fertility more appealing and accessible to Millennial women who are planning on or thinking about getting pregnant. Natalist is sold entirely direct-to-consumer through its web site, and products include standard fertility-adjacent items like ovulation and pregnancy tests, prenatal and Omega DHA vitamins. The difference between these products and those that can be  purchased at the drugstore is in the sleek design and the friendly, easy-to-comprehend directions and marketing, said Tecco, who got the idea to start the company when she embarked on her own “fertility journey” a few years ago. Tecco declined to give sales projections, but industry sources estimate the brand could do at least a few million dollars in sales in its first year in business. Tecco,

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