Upfront Ventures

Upfront Ventures is a venture capital firm founded in 1996 and based in Santa Monica, California, with additional offices in Los Angeles. The firm specializes in early-stage investments, focusing on technology-led companies across various sectors, including digital media, e-commerce, financial services, software, and healthcare technology. Upfront Ventures primarily invests in North America, particularly in Southern California, San Francisco, and New York, while also considering opportunities in Europe and Latin America. The firm typically invests between $0.5 million and $15 million in seed rounds and $2 million to $5 million in Series A rounds, with the intention of reserving follow-on capital for future financing. Upfront Ventures is known for its long-term partnerships with startup founders and has backed notable companies such as Ring and Maker Studios. The firm is led by Managing Partners Yves Sisteron, Mark Suster, and Kara Nortman, and takes an active role in its portfolio companies by securing board seats.

Nina Steinberg Freedman

Director of Research

AJ Herrera

Investor

Stuart Lander

Chief Operating Partner

Pierre Morin

General Partner

Jacques Sisteron

Investor

Seksom Suriyapa

Partner

Kesar Varma

Investor

Hamet Watt

Board Partner

Peter Zakin

Investor

Katherine Zhang

Investor

Past deals in Fashion

Parfait

Seed Round in 2022
Parfait is an innovative platform that specializes in wig customization by leveraging facial recognition and artificial intelligence technology. This online service allows users to create personalized three-dimensional hair models that align with their desired styles, including wigs and various hair extensions such as clip-ins, braids, bundles, and closures. By offering a seamless and interactive experience, Parfait enables customers to visualize realistic results in real-time, making it easier for them to customize their hair products from the comfort of their own homes. The platform aims to transform the hair customization market by providing a user-friendly interface that caters to individual preferences and enhances the overall shopping experience.

11 Honore

Series A in 2019
11 Honoré is a size-inclusive shopping site that for the first time ever, gives more women the option to experience the best designer clothing and celebrate and honor their bodies, beauty and style. Through listening to you, we are building an exciting new space that is reflective of the fact that style has no size and that everyone who appreciates luxury and designer clothing should and now does have access to it. Welcome to the new runway. One where the traditional fashion playbook is being re-written and where we are working hard to create a platform for change and the wardrobe you’ve been waiting for.

Verishop

Series B in 2019
Verishop is an online shopping portal based in Santa Monica, California, founded in 2018. It positions itself as a premium lifestyle destination, offering a curated selection of elevated brands in fashion, beauty, home, and more. The platform connects independent brands and creators with consumers, facilitating the discovery of unique products alongside an efficient online purchasing process and fast delivery. Verishop aims to provide a quality-driven shopping experience, making it a go-to resource for customers seeking luxury and distinctive items.

FabFitFun

Series A in 2019
FabFitFun, Inc. operates an online subscription service that delivers curated seasonal boxes filled with health and beauty products to its customers every three months. Founded in 2010 and based in Los Angeles, the company focuses on providing a lifestyle membership platform for women, showcasing a range of products from premium and emerging brands across categories such as beauty, fashion, wellness, fitness, home, and technology. In addition to its subscription offerings, FabFitFun publishes online content covering various topics, including health, travel, diet, and entertainment, through its digital portal. The company also engages its audience with a daily email service that shares tips on beauty, wellness, and fashion. FabFitFun operates as a subsidiary of Unilever N.V.

NuOrder

Series C in 2018
NuORDER Inc. operates an online wholesale platform tailored for the fashion industry, connecting brands and retailers to facilitate B2B sales. Founded in 2011 and based in West Hollywood, California, the platform serves over 900 vendors and more than 250,000 buyers. It allows fashion brands to enhance their sales by reaching a broader range of accounts more efficiently, while enabling buyers to discover new brands and products. NuORDER's features include access to real-time sales and inventory data, product browsing, and order placement through both web and mobile applications, available 24/7. The platform is designed to support various product categories, making it adaptable for businesses selling items ranging from clothing to consumer electronics, thereby fostering a collaborative wholesale process.

DailyLook

Series A in 2018
DailyLook, Inc. is an online fashion retailer based in Los Angeles, California, founded in 1998. The company specializes in providing a premium personal styling experience by offering a curated selection of trendy clothing, shoes, bags, and accessories for women. Its product range includes various garments such as blazers, dresses, denim wear, outerwear, and tops, as well as footwear like boots and sandals. DailyLook's unique approach involves professional stylists who handpick outfits tailored to individual body shapes, preferences, and lifestyles, allowing customers to try on the curated looks at home. With the convenience of free shipping both ways, customers can purchase what they love and return the rest, simplifying the shopping process while promoting self-expression through fashion.

11 Honore

Series A in 2018
11 Honoré is a size-inclusive shopping site that for the first time ever, gives more women the option to experience the best designer clothing and celebrate and honor their bodies, beauty and style. Through listening to you, we are building an exciting new space that is reflective of the fact that style has no size and that everyone who appreciates luxury and designer clothing should and now does have access to it. Welcome to the new runway. One where the traditional fashion playbook is being re-written and where we are working hard to create a platform for change and the wardrobe you’ve been waiting for.

GOAT

Series C in 2018
GOAT is a global marketplace specializing in authentic sneakers, apparel, and accessories from contemporary luxury brands. Founded in 2015 by Daishin Sugano and Eddy Lu in Culver City, California, the platform provides users with access to exclusive drops, the ability to make offers on desired items, and a selection that spans from iconic styles of the past to future classics. GOAT operates both online and through thirteen physical locations across the United States, Asia, and Europe, including distribution and authentication centers that serve 170 international markets. The platform features over 350 brands and has built a community of over 20 million members across 164 countries. By leveraging innovative technology, GOAT has transformed sneaker commerce, ensuring the authenticity of products while bridging the gap between primary and resale markets. Strategic backing from investors such as Foot Locker and prominent venture capital firms underscores its significant presence in the fashion and sneaker industries.

11 Honore

Seed Round in 2017
11 Honoré is a size-inclusive shopping site that for the first time ever, gives more women the option to experience the best designer clothing and celebrate and honor their bodies, beauty and style. Through listening to you, we are building an exciting new space that is reflective of the fact that style has no size and that everyone who appreciates luxury and designer clothing should and now does have access to it. Welcome to the new runway. One where the traditional fashion playbook is being re-written and where we are working hard to create a platform for change and the wardrobe you’ve been waiting for.

NuOrder

Series B in 2017
NuORDER Inc. operates an online wholesale platform tailored for the fashion industry, connecting brands and retailers to facilitate B2B sales. Founded in 2011 and based in West Hollywood, California, the platform serves over 900 vendors and more than 250,000 buyers. It allows fashion brands to enhance their sales by reaching a broader range of accounts more efficiently, while enabling buyers to discover new brands and products. NuORDER's features include access to real-time sales and inventory data, product browsing, and order placement through both web and mobile applications, available 24/7. The platform is designed to support various product categories, making it adaptable for businesses selling items ranging from clothing to consumer electronics, thereby fostering a collaborative wholesale process.

GOAT

Series B in 2017
GOAT is a global marketplace specializing in authentic sneakers, apparel, and accessories from contemporary luxury brands. Founded in 2015 by Daishin Sugano and Eddy Lu in Culver City, California, the platform provides users with access to exclusive drops, the ability to make offers on desired items, and a selection that spans from iconic styles of the past to future classics. GOAT operates both online and through thirteen physical locations across the United States, Asia, and Europe, including distribution and authentication centers that serve 170 international markets. The platform features over 350 brands and has built a community of over 20 million members across 164 countries. By leveraging innovative technology, GOAT has transformed sneaker commerce, ensuring the authenticity of products while bridging the gap between primary and resale markets. Strategic backing from investors such as Foot Locker and prominent venture capital firms underscores its significant presence in the fashion and sneaker industries.

GOAT

Seed Round in 2016
GOAT is a global marketplace specializing in authentic sneakers, apparel, and accessories from contemporary luxury brands. Founded in 2015 by Daishin Sugano and Eddy Lu in Culver City, California, the platform provides users with access to exclusive drops, the ability to make offers on desired items, and a selection that spans from iconic styles of the past to future classics. GOAT operates both online and through thirteen physical locations across the United States, Asia, and Europe, including distribution and authentication centers that serve 170 international markets. The platform features over 350 brands and has built a community of over 20 million members across 164 countries. By leveraging innovative technology, GOAT has transformed sneaker commerce, ensuring the authenticity of products while bridging the gap between primary and resale markets. Strategic backing from investors such as Foot Locker and prominent venture capital firms underscores its significant presence in the fashion and sneaker industries.

GOAT

Series A in 2016
GOAT is a global marketplace specializing in authentic sneakers, apparel, and accessories from contemporary luxury brands. Founded in 2015 by Daishin Sugano and Eddy Lu in Culver City, California, the platform provides users with access to exclusive drops, the ability to make offers on desired items, and a selection that spans from iconic styles of the past to future classics. GOAT operates both online and through thirteen physical locations across the United States, Asia, and Europe, including distribution and authentication centers that serve 170 international markets. The platform features over 350 brands and has built a community of over 20 million members across 164 countries. By leveraging innovative technology, GOAT has transformed sneaker commerce, ensuring the authenticity of products while bridging the gap between primary and resale markets. Strategic backing from investors such as Foot Locker and prominent venture capital firms underscores its significant presence in the fashion and sneaker industries.

Fame & Partners

Series A in 2016
Fame & Partners is a fashion platform dedicated to women, focusing on custom-made apparel for special occasions. The company offers a diverse range of bespoke clothing, including ball gowns, evening gowns, party wear, and wedding suits, all designed to suit individual styles and body types. By employing a made-to-order model, Fame & Partners not only celebrates the uniqueness of each customer but also aims to minimize fashion's environmental impact through ethical production practices. This approach enables consumers to express their individuality while making environmentally conscious choices in their fashion purchases.

FabFitFun

Seed Round in 2015
FabFitFun, Inc. operates an online subscription service that delivers curated seasonal boxes filled with health and beauty products to its customers every three months. Founded in 2010 and based in Los Angeles, the company focuses on providing a lifestyle membership platform for women, showcasing a range of products from premium and emerging brands across categories such as beauty, fashion, wellness, fitness, home, and technology. In addition to its subscription offerings, FabFitFun publishes online content covering various topics, including health, travel, diet, and entertainment, through its digital portal. The company also engages its audience with a daily email service that shares tips on beauty, wellness, and fashion. FabFitFun operates as a subsidiary of Unilever N.V.

NuOrder

Venture Round in 2015
NuORDER Inc. operates an online wholesale platform tailored for the fashion industry, connecting brands and retailers to facilitate B2B sales. Founded in 2011 and based in West Hollywood, California, the platform serves over 900 vendors and more than 250,000 buyers. It allows fashion brands to enhance their sales by reaching a broader range of accounts more efficiently, while enabling buyers to discover new brands and products. NuORDER's features include access to real-time sales and inventory data, product browsing, and order placement through both web and mobile applications, available 24/7. The platform is designed to support various product categories, making it adaptable for businesses selling items ranging from clothing to consumer electronics, thereby fostering a collaborative wholesale process.

ThredUp

Series D in 2014
ThredUp Inc. operates an online consignment and thrift store, specializing in the buying and selling of new and used apparel. Founded in 2009 and based in Oakland, California, the platform offers a wide range of clothing for women, maternity, children, and accessories, including handbags and shoes. ThredUp aims to promote sustainable fashion by encouraging consumers to consider secondhand options first, facilitating access to over 35,000 brands at significantly reduced prices. The company has developed a robust marketplace and infrastructure that has already redistributed nearly 100 million garments, catering to millions of users who utilize the platform to sell their clothes or purchase items through various options such as online browsing, physical stores, or try-before-you-buy boxes. ThredUp's innovative approach positions it as a key player in the growing resale economy.

NuOrder

Series A in 2013
NuORDER Inc. operates an online wholesale platform tailored for the fashion industry, connecting brands and retailers to facilitate B2B sales. Founded in 2011 and based in West Hollywood, California, the platform serves over 900 vendors and more than 250,000 buyers. It allows fashion brands to enhance their sales by reaching a broader range of accounts more efficiently, while enabling buyers to discover new brands and products. NuORDER's features include access to real-time sales and inventory data, product browsing, and order placement through both web and mobile applications, available 24/7. The platform is designed to support various product categories, making it adaptable for businesses selling items ranging from clothing to consumer electronics, thereby fostering a collaborative wholesale process.

Adore Me

Series B in 2013
Adore Me is a lingerie and swimwear e-commerce company based in New York, focused on providing an inclusive shopping experience for women of all sizes, from petite to plus. Founded with the aim of disrupting the traditional lingerie market, Adore Me offers a diverse range of products, including bras, panties, sleepwear, and swimwear. The company releases 50-60 new designs each month, targeting an urban Millennial customer base. In addition to online shopping, customers can visit the Adore Me showroom in New York City and select retail locations. With a commitment to affordability and accessibility, Adore Me has gained recognition for its innovative approach, including accolades such as the 2017 Customer Engagement Awards and being named one of New York’s Fastest-Growing Companies in 2016.

DailyLook

Seed Round in 2013
DailyLook, Inc. is an online fashion retailer based in Los Angeles, California, founded in 1998. The company specializes in providing a premium personal styling experience by offering a curated selection of trendy clothing, shoes, bags, and accessories for women. Its product range includes various garments such as blazers, dresses, denim wear, outerwear, and tops, as well as footwear like boots and sandals. DailyLook's unique approach involves professional stylists who handpick outfits tailored to individual body shapes, preferences, and lifestyles, allowing customers to try on the curated looks at home. With the convenience of free shipping both ways, customers can purchase what they love and return the rest, simplifying the shopping process while promoting self-expression through fashion.

NuOrder

Seed Round in 2012
NuORDER Inc. operates an online wholesale platform tailored for the fashion industry, connecting brands and retailers to facilitate B2B sales. Founded in 2011 and based in West Hollywood, California, the platform serves over 900 vendors and more than 250,000 buyers. It allows fashion brands to enhance their sales by reaching a broader range of accounts more efficiently, while enabling buyers to discover new brands and products. NuORDER's features include access to real-time sales and inventory data, product browsing, and order placement through both web and mobile applications, available 24/7. The platform is designed to support various product categories, making it adaptable for businesses selling items ranging from clothing to consumer electronics, thereby fostering a collaborative wholesale process.

Twice

Series A in 2012
Twice operates as an online marketplace specializing in secondhand clothing, functioning similarly to a physical resale store. Sellers send their clothing to Twice, which covers shipping costs and provides immediate cash offers for the items. The platform features a curated selection of clothing, with items evaluated and professionally photographed by expert buyers. For consumers, Twice offers significant savings, with prices typically ranging from 70% to 90% off retail. Orders exceeding a specified amount qualify for free shipping, while a modest fee applies to smaller purchases. The company also accommodates flexible returns within a 30-day period, enhancing the shopping experience for buyers.

GOAT

Seed Round in 2012
GOAT is a global marketplace specializing in authentic sneakers, apparel, and accessories from contemporary luxury brands. Founded in 2015 by Daishin Sugano and Eddy Lu in Culver City, California, the platform provides users with access to exclusive drops, the ability to make offers on desired items, and a selection that spans from iconic styles of the past to future classics. GOAT operates both online and through thirteen physical locations across the United States, Asia, and Europe, including distribution and authentication centers that serve 170 international markets. The platform features over 350 brands and has built a community of over 20 million members across 164 countries. By leveraging innovative technology, GOAT has transformed sneaker commerce, ensuring the authenticity of products while bridging the gap between primary and resale markets. Strategic backing from investors such as Foot Locker and prominent venture capital firms underscores its significant presence in the fashion and sneaker industries.

Pose

Series A in 2011
Pose is a mobile-first fashion platform that enhances the shopping experience by allowing users to share and discover outfits in real time. Founded in 2010 and based in Santa Monica, California, Pose enables women worldwide to upload and showcase their fashion choices, while also facilitating the buying, selling, and trading of clothing items within a trusted peer-to-peer network. The platform features over 3.5 million interactive fashion photos contributed by influencers and everyday users alike, creating a vibrant community focused on self-expression and style. By tracking the latest releases from top brands and retailers, Pose empowers users to curate a personal style feed and engage in discussions about fashion. This unique blend of social interaction and commerce positions Pose at the intersection of the sharing economy and fashion, fostering meaningful connections among like-minded shoppers.

Pose

Venture Round in 2011
Pose is a mobile-first fashion platform that enhances the shopping experience by allowing users to share and discover outfits in real time. Founded in 2010 and based in Santa Monica, California, Pose enables women worldwide to upload and showcase their fashion choices, while also facilitating the buying, selling, and trading of clothing items within a trusted peer-to-peer network. The platform features over 3.5 million interactive fashion photos contributed by influencers and everyday users alike, creating a vibrant community focused on self-expression and style. By tracking the latest releases from top brands and retailers, Pose empowers users to curate a personal style feed and engage in discussions about fashion. This unique blend of social interaction and commerce positions Pose at the intersection of the sharing economy and fashion, fostering meaningful connections among like-minded shoppers.
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