ZulilyBaby and kids’ daily deal site Zulily closed a $43 million round of funding Wednesday, reports GeekWire.

The site sends out a daily email blast that contains a list of deals on toys, children’s books, baby clothes and more to over four million members. The majority of Zulily’s consumers are internet-savvy moms, with a higher sense of brand loyalty than other daily deal customers, according to the company.

“Moms are always time challenged, and with Zulily they can discover great brands that they can’t find any other way,” a company spokesperson told VentureBeat. “Our number one competitor is time. So, our competition is just getting on their list of daily things to do.”

With few large competitors that specialize in child-related deals, Zulily is poised to bring in over $150 million in revenue this year, according to the report.

The new round is led by Meritech Capital Partners, which also funded PopCap Games prior to it being sold to Electronic Arts for an estimated $1.3 billion. The round also brings Zulily in line with startups like real estate site Zillow, which valued at $736 million after going public last month.

VB TRansform 2020: The AI event for business leaders. San Francisco July 15 - 16

Founded by Darrell Cavens and Mark Vadonin in October 2009, Zulily now has 240 employees. The new round brings the company to a total $53.6 million funding to date.