Share story

Zulily, which runs a shopping website targeted at moms, is seeking to raise as much as $207 million in an initial public offering.

The Seattle-based company and selling stockholders are offering 11.5 million shares for $16 to $18 apiece, according to a regulatory filing Friday. Zulily’s IPO is scheduled to price Nov. 14, according to data compiled by Bloomberg. It has applied to list on the Nasdaq Stock Market under the symbol ZU.

E-commerce companies including online-coupon provider RetailMeNot and payment processor Qiwi surged after their debuts this year as Web-based retail sales in the U.S. are projected to jump 13 percent to $262 billion, according to a March report from Forrester Research.

Zulily operates daily flash sales with 4,500 products from children and women’s apparel to kitchen accessories. In the nine months to Sept. 29, sales doubled to $439 million from the same period a year earlier, the filing showed.

The company, led by co-founders Darrell Cavens and Mark Vadon, is backed by venture-capital firms Andreessen Horowitz, Maveron and August Capital. Cavens, Zulily’s chief executive officer, holds more than 20 percent of the voting power at the company, while Vadon, the chairman, owns over 30 percent.

Zulily may use the proceeds to buy complementary businesses or technologies, the prospectus shows, as well as for general corporate purposes.

RetailMeNot, a provider of online coupons from more than 60,000 retailers and brands, has gained 55 percent through Thursday since its debut on July 19. Instant-payment operator Qiwi from Cyprus, whose American depositary shares started trading in the U.S. on May 3, has more than doubled.