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Summary:

Visual storytelling iPad app Storehouse has raised $7 million in Series A funding. “We’ve been impressed by how creative the everyday consumer is,” said Mark Kawano, the company’s CEO and a former Apple designer.

storehouse

Storehouse, an iPad app that lets users create and share digital stories from photos, videos and text, has raised $7 million in Series A funding, the company announced Thursday. Storehouse’s cofounder and CEO is Mark Kawano, Apple’s former user experience evangelist and iPhoto and Aperture designer. The free app, which launched in January, now has “hundreds of thousands” of users, Kawano said.

Kawano expected that professional photographers would be drawn to Storehouse, but said he’s been surprised by how many other people are using it, including kindergartners and citizen journalists. “We’ve been impressed by how creative the everyday consumer is,” Kawano said.

Another surprise has been how much users enjoy incorporating text into their visual stories. At first, Kawano said, videographers and photographers using the app would tell him, “I’m not a good writer.” But seeing the power of stories with captions “inspired them to … get out of their comfort zone and add a little bit more text.”

The round was led by new investor Sherpa Ventures, with participation from existing backers True Ventures (see disclosure), Lerer Ventures and Designer Fund. Storehouse previously raised $1.5 million in seed funding in 2013. The new funds will be used to build the company’s San Francisco team and expand to iPhone.

Disclosure: Storehouse is backed by True Ventures, a venture capital firm that is an investor in the parent company of Gigaom.