Boohoo's Kamani family invests in fashion tech startup

A London-based fashion technology startup platform has received backing from the newly formed Kamani Capital fund, set up by the family behind online fashion retailers Boohoo and PrettyLittleThing.



RangeRoom, the startup, has also previously attracted a string of industry backers, including New Look founder Tom Singh. It was founded last year by Brendan Baldrey after identifying an opportunity for all fashion stakeholders, from designers and manufacturers to retailers, to collaborate more effectively to create ranges that respond to changes in the market.

“RangeRoom provides a solution to the digital disconnect between customer, retailer, and manufacturer, but also a visual collaboration platform for internal and satellite teams, a showroom for suppliers with direct-to consumer ambitions, a tool for transparency that caters to socially conscious consumers, and more,” Adam Kamani said.

“[It] is already doing amazing work and I’m confident in the vision of Brendan and the team and the future plans that I have seen that not only will I get a solid return on my investment in the coming years, but the platform will become paramount to driving innovation through the industry and addressing many of the challenges currently being faced.”

The startup aims to provide a solution to retailers who are struggling with the new ‘see now, buy now’ culture due to their traditional, analogue supply chains and manual merchandising processes.

“We designed the solution for simple, secure collaboration and information-sharing – with the emphasis on ‘visual’,” Bendran Baldrey said.

“All data is archived in one place, and is used to inform everything from in-house conversations about macro trends, tracking the progress of sample revisions with a supplier overseas, wholesaling to third party vendors and providing vital business insights and intelligence through the data points it collects. But this is just the beginning. Forget fast fashion – the future has to be about smart fashion.”

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