Back in April, Lexington-based Daily Grommet took on a $3.4 million series A round from a number of investors and today they have extended that round with another $500k. The investors are the same from April but all have increased their stake. Existing investors include John Landry, Paul Marshal, Jean Hammond, Nancy Peretsman, Launch Capital, Gerry Laybourne, and secret investor Mike Huebner.

If you haven’t checked out the secret investor story it is a must read. In short, one of their customers was so thrilled with his experience that he called out of the blue and asked if he could help back the company financially. “[Mike] was one of our suppliers… he contacted us and mentioned that he’s an angel investor and his strategy is to only invest in companies where he is a customer — where he’s being treated the way anyone else would be treated.”

In an email to BostInno yesterday Jules Pieri founder and CEO of Daily Grommet said, “It’s thrilling that our investors believe in Daily Grommet so much and continue to support us. As one of them said, ‘With the ROI we are seeing from the Daily Grommet customer acquisition spend, it would be irresponsible not to put more capital against it.’ With E-commerce being the hottest investment area of the Web, we are ensuring our lead position as the company that is truly changing the way people discover new products, on a national basis.”

The additional funding is still going to be put towards customer development, building awareness, and site improvements – such as customer driven Grommet submission. Pieri refers to this as ‘Citizen Commerce,’ which is the companies extremely effective way of finding new goods.

If you are not familiar with the Daily Grommet; they feature a new product every day at noon, create an original video, and host an onsite discussion with the products creator. They make money by taking a cut of each sale.