Wrapp, the new social gifting service, announced that Greylock Partners is adding $5 million to the company's Series A funding and co-leading the round with Atomico, the international venture capital firm formed by Niklas Zennstrom, co-founder of Skype, Kazaa and other companies.

Wrapp, which lets you celebrate friends and family with free digital gift cards provided by top brands that want to attract new customers, received $5.5 million in November from Atomico and the Nordic venture firm, Creandum, which provided Wrapp's original seed funding nine months ago.

The Series A funds are being used to launch Wrapp's social gifting service this quarter in the U.S. and U.K., and expansion throughout Europe and additional major markets around the world later this year.

Reid Hoffman, a Greylock partner and co-founder of the social network, LinkedIn, will join Zennstrom, Atomico's CEO and founding partner, and Johan Brenner, Creandum partner, on Wrapp's board of directors.

Created for social media and smartphone users, Wrapp makes it fun and easy to give, receive and redeem digital gift cards using mobile devices or the Web, and allows friends to contribute to gifts given by mutual friends.

Gift cards, a $100 billion industry in the U.S., have been the most popular gift request for five years running, according to the National Retail Federation (NRF) in Washington D.C. Eight in 10 holiday shoppers planned to give gift cards in 2011, a recent NRF study reported.

"The value of Wrapp's social gifting service is instantly obvious to merchants around the world, and in just a few short months the company has demonstrated its ability to quickly scale among consumers," said Hoffman. "This is a viable, profitable business model from the get-go, with hooks into some of the top global and national merchants in the biggest markets worldwide."

Wrapp is currently growing more than 30 percent week-over-week and is now working with more than 25 top merchants in Sweden including the country's largest sporting goods retailer Stadium, Dixons Retail's consumer electronics chain Elgiganten, Amazon's LOVEFiLM.com, designer underwear brand Bjorn Borg, street fashion brand WeSC, and home improvement chain Clas Ohlson.

"I very much welcome Reid on the board, and believe we now have plenty of fire power to successfully take on the U.S. market," said Zennstrom. Added Brenner: "Niklas has been instrumental in our efforts to attract additional engineering expertise and opening doors at U.K. merchants. We know Reid will do the same for us in the U.S. and elsewhere around the world - plus much, much more."

Wrapp was started 2011 by Hjalmar Winbladh and a team of entrepreneurs, including Andreas Ehn, Spotify's founding chief technology officer; Carl Fritjofsson, digital media entrepreneur and former advisor to Groupon.se; Aage Reerslev, founder of mobile browser Squace; and Fabian Mansson, former CEO of H&M and Eddie Bauer. Winbladh co-founded Sendit, the first mobile Internet company, where he was CEO and took it public in 1997 before being acquired by Microsoft. In 2006 Winbladh co-founded Rebtel, the world's largest independent mobile VoIP company.

"The technology and partners are in place to make giving gifts of real value as easy and fun as writing a greeting on someone's Facebook wall, " said Wrapp CEO Winbladh. "With the addition of Reid, we now have the dream team board of directors needed to achieve our aggressive goals of taking Wrapp global in 2012."

About Greylock Partners

Greylock partners with entrepreneurs to help them build market-leading businesses. Over the past 45 years the firm has worked with hundreds of companies, 150 of which have gone on to IPOs and 100 of which have gone on to profitable M&A events. Such companies include Ascend Communications, CheckFree, Constant Contact, Continental Cable, Decru, Data Domain, DoubleClick, Internet Security Systems, Legato, Media Metrix, Millennium Pharmaceuticals, Openwave, Open Market, OutlookSoft, Polyserve, Red Hat, RightNow Technologies, Success Factors, Tellabs, Trilogy and Wily Technology. Current Greylock portfolio companies include Apptio, Cloudera, Data Robotics, Facebook, Groupon, Imperva, LinkedIn, One Kings Lane, Palo Alto Networks, Pandora, Picarro, Redfin, Workday and ZipCar. For more information about Greylock Partners, visit our Web site (http://www.greylock.com) or blog (http://www.greylockvc.com) or follow us on Facebook (http://www.facebook.com/greylock) or Twitter (@greylockvc).

About Atomico

Atomico is a leading international venture capital firm formed in 2006 by Niklas Zennstrom, a successful serial-entrepreneur and co-founder of Skype, Kazaa and other companies. Atomico seeks to deliver outsized returns to investors by being the partner, and investor of choice, for fast-growing technology companies that will become global category winners. It has so far invested in more than 50 companies on four continents. Atomico is headquartered in London with offices in Sao Paulo and Beijing. For more information about Atomico, please visit: http://www.atomico.com/

About Creandum

Creandum is a Nordic venture capital firm investing in innovative and fast-growing technology companies within consumer, software and hardware industries. The firm has €120M under management and investments in companies like Spotify, Izettle, Cint and Videoplaza. All investment professionals at Creandum have started companies or been part of successful startups during their career. For more information, please visit www.creandum.com

About Wrapp

Wrapp is a social gifting service for celebrating friends using mobile devices or the web. Wrapp allows friends to give and contribute to free and paid digital gift cards provided by top brands, making it as easy to send a gift of real value, as it is to send a greeting. Founded in the first half of 2011 by a group of serial entrepreneurs, Wrapp is based in Stockholm, London and Silicon Valley.