FIGR Ventures, a newly established family office fund, has announced its first portfolio investment into TRUSS.
The London-based tech startup is powering resales in the fashion industry via AI-enabled data infrastructure.
TRUSS was founded by Warwick University graduates Woody Lello (CEO), Felix Jackson (COO), Jack Cardwell (CIO) and Connor Mattinson (CTO). It officially launched in 2022 and aims to tackle one of the resale sector’s biggest challenges – product transparency – by creating millions of product profiles which contain detailed information.
Using only a photo, businesses can tap into this information to list products efficiently, enhance searchability and improve conversion rates.
The £300,000 investment from FIGR sees TRUSS secure critical match-funding to activate a £1.1m Innovate UK grant. It supports a collaborative project with the University of Warwick, Depop and Selfridges to develop a bespoke algorithm that can instantly recognise a fashion item from TRUSS’s database using a single image.
It previously raised £345,000 in a pre-seed round led by SFC Capital, alongside angel investors, and is now supporting major fashion retailers with its technology.
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“FIGR has been an incredible investment partner for TRUSS, providing critical match-funding for our Innovate UK grant, as well as invaluable support,” said Lello.
“Their dedication and belief in our mission have been instrumental in advancing our technology and driving innovation forward. FIGR also provides a personal touch that’s rare in the VC world.
“I immediately recognised that their approach was different – they were the only VC to ask to meet the entire team before making an investment.
“This thoughtful, hands-on approach set them apart and gave us confidence in their commitment to our vision.”
Fiona Humphries, managing director of FIGR Ventures, added: “We are thrilled to have made our first investment into TRUSS.
“We started FIGR to back early-stage businesses with the passion, talent and innovation to drive major positive change in the consumer sector, and we believe TRUSS is a fantastic example of this.
“We believe the fashion sector needs to change, we believe circularity is the answer, and we believe TRUSS is the way for businesses to achieve this. We’re delighted to be supporting the TRUSS team to achieve this mission.”