Imaginary Ventures

Founded by Natalie Massenet and Nick Brown, Imaginary Ventures is venture capital firm that invests in early–stage opportunities at the intersection of retail and technology in Europe and the US. The firm seeks to make investments in companies with a focus on the e-commerce space, including retail, fashion, lifestyle and beauty sectors in Europe. Imaginary Ventures is based in New York, New York. Investments include Farfetch, Reformation, Everlane, Necessaire, Daily Harvest, Glossier, Good American, Universal Standard and others.

Nick Brown

Founding Partner

Tara Campbell

Associate

Parth Dalal

Principal

Kelly Dill

Partner

Logan Langberg

Partner

Natalie Massenet

Founding Partner

Andrew Maxman

Principal

46 past transactions

EverBody

Series C in 2022
EverBody is a New York-based provider of dermatology services that focuses on beauty treatments aimed at making cosmetic dermatology more accessible. The company offers a range of services, including injectable treatments, high-tech facials, and non-surgical body treatments. By utilizing medically-tested cosmetic procedures, EverBody aims to deliver optimal results for clients, helping to reduce wrinkles and promote a younger, rejuvenated appearance.

Duos

Series A in 2022
Duos is a company that focuses on improving the quality of life for older adults by providing a personal assistance platform that promotes independence. Founded in 2020 and based in New York, Duos utilizes technology and community support to help elderly individuals manage various daily tasks, including companionship, transportation, errands, shopping, and nutrition. By fostering long-term, trust-based relationships, the platform enables seniors to engage more fully in their communities and maintain their autonomy while receiving the assistance they need.

Black Crow AI

Series A in 2022
Developer of a business analytics platform designed to predict customer value in real time and accelerate performance. The company's platform offers custom real-time predictions based only on first-party data available before every page loads and predicts it with accuracy so users can make better decisions faster, enabling companies to improve every aspect of their operations, from building technology to buying customers.

Sundays

Series A in 2022
Sundays for Dogs engages in the online retail of dog foods. Its products are made by an air-drying method that gently dehydrates food low and slow to preserve nutrients and flavor while killing germs. The company was co-founded by Tory Waxman and Michael Waxman and is based in New York.

Cann

Series A in 2022
Cann is a provider of low dose tetrahydrocannabinol (THC) beverage used to offer all-natural flavor drinks. Its beverage is made of natural citrus and herbal flavors and has a touch of agave nectar blend together to create a light, refreshing social buzz that influences a new way to experience cannabis that enables consumers to have cannabis drinking options that are beneficial for the body.

EON

Series A in 2022
Eon powers Connected Products. The leading Internet of Things platform in fashion retail, Eon is bringing billions of items online — unlocking visibility and connectivity across enterprise, driving engagement between brands and customers, and generating real-time data from billions of items across their lifecycle. Product digitization on the Eon platform delivers unprecedented intelligence and provides brands the digital foundation for data-driven, customer-centric, connected and circular business models. Eon’s mission is to enable the circular future of commerce. In partnership with global industry leadership — H&M, PVH, Target, SAP, GS1, Accenture, Microsoft, and more — Eon is bringing the circular economy online with Eon’s CircularID™ Protocol. With this shared language for Connected Products, Eon is able to generate and exchange never-before-possible data across the circular value chain — enabling brands, retailers, and industry to profitably achieve and scale circular business models. Eon’s clients, partners and investors include: H&M, PVH, Target, Farfetch, Gabriela Hearst, SAP, GS1, Accenture, Microsoft, Waste Management, and more.

Skims

Series B in 2022
Skims Body, Inc. designs and markets shapewear and underwear products. The company offers bodysuits, panties, shorts, slips, and waist trainers; bras; loungewear; and accessories. It sells its products online at skims.com. The company was incorporated in 2018 and is based in Culver City, California.

Foxtrot

Series C in 2022
Foxtrot is a grocery store and food delivery service based in Chicago, Illinois, with additional locations in Texas. Founded in 2013, it offers a curated selection of products, including wine, spirits, groceries, snacks, ice cream, and everyday essentials. Customers can shop through Foxtrot's mobile app or website, with the convenience of delivery typically within an hour. The company emphasizes a blend of quality products and efficient service, catering to the needs of modern consumers looking for both convenience and a diverse range of offerings.

Shiftsmart

Series B in 2021
Shiftsmart, Inc. is an online platform that connects workers with companies in need of on-demand staffing solutions. Established in 2015 and based in Addison, Texas, Shiftsmart enables individuals to find and apply for flexible job opportunities while offering businesses access to a diverse pool of on-demand labor. The platform facilitates the posting of shifts to meet peak demand periods and provides tools for onboarding, training, performance management, and scheduling. By leveraging advanced technology, Shiftsmart aims to optimize the labor network, ultimately promoting better pay and more hours for workers, while addressing the complex staffing needs of organizations. This approach fosters a mutually beneficial labor ecosystem for both workers and employers.

Pepper

Series A in 2021
Pepper is a digital platform based in New York that streamlines the food supply chain for suppliers and restaurants. It facilitates order placement, real-time communication with suppliers, and invoice tracking, thereby enhancing collaboration between restaurants and their suppliers. The platform enables restaurant operators to manage multiple supplier relationships effectively, resolve order and delivery issues promptly, and gain insights into business performance. Additionally, it allows for the promotion of items or brands to specific customers, simplifying the purchasing process for both restaurants and consumers. By providing these services, Pepper aims to help restaurants and suppliers create more resilient businesses in an ever-evolving food industry.

Builder.io

Venture Round in 2021
Builder.io, Inc. is a company based in San Francisco, California, that specializes in developing a visual coding platform for managing and optimizing website and application content. Founded in 2017, Builder.io provides a headless content management system (CMS) featuring a drag-and-drop visual editor, enabling users to create and enhance digital experiences with ease and flexibility. Additionally, the platform includes a theme studio that allows users to customize and optimize their Shopify storefronts. As the first and only headless CMS with complete visual editing capabilities, Builder.io aims to streamline the content management process for businesses.

Grin

Series B in 2021
Grin Technologies Inc. operates an influencer marketing platform designed to facilitate the creation and management of authentic relationships between brands and influencers. Founded in 2014 and based in Sacramento, California, the company offers a comprehensive software solution that assists direct-to-consumer brands in discovering and recruiting influencers, managing campaigns, and handling logistics such as payments and record-keeping. The platform provides tools for relationship management, content rights management, and in-depth analytics, enabling brands to effectively track sales and optimize their marketing efforts. Grin's services also include product seeding, the use of discount codes, and affiliate links, enhancing collaboration and communication between brands and their influencer partners.

NUGGS

Series B in 2021
NUGGS is a plant-based chicken nugget developed by SIMULATE, an early-stage biotechnology company founded by Ben Pasternak in 2019. Utilizing advanced soy protein technology, NUGGS replicates the texture and flavor of traditional chicken nuggets while offering nutritional advantages, including 13 grams of protein and 10 grams of fat, making it lower in fat and cholesterol-free compared to animal-based options. NUGGS operates similarly to a technology startup, with a commitment to continuous improvement based on consumer feedback, akin to software updates. Since its launch, NUGGS has rapidly gained popularity, positioning itself as a disruptive force in the animal-based meat industry. SIMULATE is also expanding its product line, with plans for additional offerings in the near future.

Grin

Series A in 2021
Grin Technologies Inc. operates an influencer marketing platform designed to facilitate the creation and management of authentic relationships between brands and influencers. Founded in 2014 and based in Sacramento, California, the company offers a comprehensive software solution that assists direct-to-consumer brands in discovering and recruiting influencers, managing campaigns, and handling logistics such as payments and record-keeping. The platform provides tools for relationship management, content rights management, and in-depth analytics, enabling brands to effectively track sales and optimize their marketing efforts. Grin's services also include product seeding, the use of discount codes, and affiliate links, enhancing collaboration and communication between brands and their influencer partners.

Skims

Venture Round in 2021
Skims Body, Inc. designs and markets shapewear and underwear products. The company offers bodysuits, panties, shorts, slips, and waist trainers; bras; loungewear; and accessories. It sells its products online at skims.com. The company was incorporated in 2018 and is based in Culver City, California.

NuORDER

Series D in 2021
NuORDER Inc. operates an online wholesale platform and marketplace specifically designed for the fashion industry. Founded in 2011 and headquartered in West Hollywood, California, the company facilitates B2B eCommerce by connecting over 900 vendors with more than 250,000 buyers. NuORDER allows fashion brands to enhance their sales reach and enables buyers to discover new brands efficiently. The platform provides a centralized location for browsing products and catalogs, accessing real-time sales and inventory data, and placing orders through both computer and mobile applications. With its flexible and scalable solutions, NuORDER supports a diverse range of industries, including apparel, consumer electronics, home goods, and beauty products.

Foxtrot

Series B in 2021
Foxtrot is a grocery store and food delivery service based in Chicago, Illinois, with additional locations in Texas. Founded in 2013, it offers a curated selection of products, including wine, spirits, groceries, snacks, ice cream, and everyday essentials. Customers can shop through Foxtrot's mobile app or website, with the convenience of delivery typically within an hour. The company emphasizes a blend of quality products and efficient service, catering to the needs of modern consumers looking for both convenience and a diverse range of offerings.

Pepper

Seed Round in 2020
Pepper is a digital platform based in New York that streamlines the food supply chain for suppliers and restaurants. It facilitates order placement, real-time communication with suppliers, and invoice tracking, thereby enhancing collaboration between restaurants and their suppliers. The platform enables restaurant operators to manage multiple supplier relationships effectively, resolve order and delivery issues promptly, and gain insights into business performance. Additionally, it allows for the promotion of items or brands to specific customers, simplifying the purchasing process for both restaurants and consumers. By providing these services, Pepper aims to help restaurants and suppliers create more resilient businesses in an ever-evolving food industry.

NUGGS

Convertible Note in 2020
NUGGS is a plant-based chicken nugget developed by SIMULATE, an early-stage biotechnology company founded by Ben Pasternak in 2019. Utilizing advanced soy protein technology, NUGGS replicates the texture and flavor of traditional chicken nuggets while offering nutritional advantages, including 13 grams of protein and 10 grams of fat, making it lower in fat and cholesterol-free compared to animal-based options. NUGGS operates similarly to a technology startup, with a commitment to continuous improvement based on consumer feedback, akin to software updates. Since its launch, NUGGS has rapidly gained popularity, positioning itself as a disruptive force in the animal-based meat industry. SIMULATE is also expanding its product line, with plans for additional offerings in the near future.

Bread Beauty Supply

Pre Seed Round in 2020
Bread Beauty Supply is a company focused on creating hair care products specifically designed for women with naturally curly and oily hair. The brand offers a range of essentials, including hair masks, washes, and oils, formulated with clean ingredients. By simplifying hair care routines, Bread Beauty Supply aims to reduce the time spent on wash days, allowing customers to focus on other activities. The company emphasizes providing healthy alternatives that cater to the unique needs of its target audience.

Goodfair

Seed Round in 2020
Goodfair, Inc. is an online marketplace based in Houston, Texas, that specializes in the sale of used and thrift clothing. Founded in 2018 by Topper Luciani, the company focuses on recycling pre-loved garments such as hoodies, t-shirts, shirts, and sweatshirts. Goodfair aims to address the textile waste crisis by providing affordable, sustainable fashion options sourced from charities and landfills. The company's operations involve sorting these recycled items in large facilities before making them available to customers, promoting environmentally friendly shopping practices and accessibility to sustainable apparel.

Foxtrot

Series A in 2020
Foxtrot is a grocery store and food delivery service based in Chicago, Illinois, with additional locations in Texas. Founded in 2013, it offers a curated selection of products, including wine, spirits, groceries, snacks, ice cream, and everyday essentials. Customers can shop through Foxtrot's mobile app or website, with the convenience of delivery typically within an hour. The company emphasizes a blend of quality products and efficient service, catering to the needs of modern consumers looking for both convenience and a diverse range of offerings.

Cann

Seed Round in 2020
Cann is a provider of low dose tetrahydrocannabinol (THC) beverage used to offer all-natural flavor drinks. Its beverage is made of natural citrus and herbal flavors and has a touch of agave nectar blend together to create a light, refreshing social buzz that influences a new way to experience cannabis that enables consumers to have cannabis drinking options that are beneficial for the body.

Kosas

Series B in 2020
Kosas Cosmetics, LLC manufactures cosmetics. It offers powder blush, creme blush, and lip color. The company also offers cosmetic sets under the brand ALTER EGO. It offers its products through its online platform. The company was founded in 2015 and is headquartered in Encino, California.

Fitplan

Venture Round in 2019
Fitplan Technologies Inc. designs and develops a mobile application for fitness. It offers one-on-one access to the fitness personalities and their methods. The company also provides curated fitness plans and routines for each day. Fitplan Technologies Inc. was formerly known as Total Fitness and Nutrition Inc. and changed its name to Fitplan Technologies Inc. in February 2015. The company was founded in 2015 and is headquartered in Vancouver, Canada.

Hawthorne

Series A in 2019
Hawthorne creates personal care products using premium quality ingredients, data-driven algorithms, and smart subscriptions. It makes it easy to elevate consumers with premium quality products that work perfectly for them as an individual. With just a quick quiz, consumers will receive tailored products for all of their bathroom needs.

Camp

Series A in 2019
Camp is a retail concept for kids and their parents, offering a rotating selection of toys and other goods alongside experiences like cooking and craft classes. It combines merchandise, play, and media throughout its stores to create an enriching and fun experience for kids and grown-ups. They offer an entirely new experience with each visit, CAMP rotates its theme every 8 -12 weeks.

arfa

Seed Round in 2019
Arfa Inc. is a consumer goods company founded in 2019 and headquartered in New York, New York. The company specializes in developing personal care brands that prioritize close relationships with customers. Arfa offers a range of products, including deodorants and various solutions for menopause symptoms, such as moisturizers, cooling sprays, oil supplements, body creams, face oils, hand and joint creams, and turmeric supplements. The company primarily sells its products online, emphasizing customer involvement in the development of its offerings.

HUM Nutrition

Series B in 2019
HUM is an LA based start-up with one mission: to make you look great and feel even greater. Hum's online platform connects consumers with Nutrition experts and cutting edge products. The company’s profiling methodology and line of vitamins have been developed with leading researchers in nutrition and are widely popular within the nutritionist community.

Mejuri

Series B in 2019
Mejuri Inc. manufactures and sells fine jewelry. The company offers products in various categories, including rings, necklaces, earrings, bracelets and anklets, and engagement. It offers products through its showrooms, as well as online to customers in the United States, Canada, and internationally. The company was founded in 1953 and is based in Toronto, Canada. It has showrooms in New York, New York; Toronto, Canada; and Chicago, Illinois.

Clare

Convertible Note in 2019
Clare, Inc. provides paints and related supplies. The company offers primers, ceiling paints, paint kits, roller frames, poles, roller covers, paint brushes, metal trays, plastic tray liners, painter’s washi tapes, plastic drop clothes, mini roller frames and covers, and mini trays. It serves homeowners online. The company was incorporated in 2017 and is based in New York, New York.

Smalls

Funding Round in 2019
Smalls is a direct-to-consumer pet food company that produces human-grade and fresh food for cats. The company's cat food is prepared with human-grade ingredients and offers customized kits as per the cat's nutrition needs, enabling pet owners to get healthy and fresh food directly at their doorstep. It offers variants such as chicken and beef; freeze-dried chicken, and turkey and duck. In 2017, co-founders and best friends Matt Michaelson and Calvin headquartered the company in New York, New York.

Skims

Seed Round in 2019
Skims Body, Inc. designs and markets shapewear and underwear products. The company offers bodysuits, panties, shorts, slips, and waist trainers; bras; loungewear; and accessories. It sells its products online at skims.com. The company was incorporated in 2018 and is based in Culver City, California.

Nécessaire

Venture Round in 2018
Nécessaire develops a clean, effective, and high-quality ingredients of skincare for the body. The company started with body care and sex care, because they believe these products deserve to be the first thought, not an afterthought. The company believes personal care is bigger than body wash, more than body lotion. We believe personal care is self-care—and that self-care is a necessity.

Clare

Seed Round in 2018
Clare, Inc. provides paints and related supplies. The company offers primers, ceiling paints, paint kits, roller frames, poles, roller covers, paint brushes, metal trays, plastic tray liners, painter’s washi tapes, plastic drop clothes, mini roller frames and covers, and mini trays. It serves homeowners online. The company was incorporated in 2017 and is based in New York, New York.

Masse

Seed Round in 2018
Masse is a mobile app which recommends products from people you trust.

Fitplan

Venture Round in 2018
Fitplan Technologies Inc. designs and develops a mobile application for fitness. It offers one-on-one access to the fitness personalities and their methods. The company also provides curated fitness plans and routines for each day. Fitplan Technologies Inc. was formerly known as Total Fitness and Nutrition Inc. and changed its name to Fitplan Technologies Inc. in February 2015. The company was founded in 2015 and is headquartered in Vancouver, Canada.

Glossier

Series C in 2018
Glossier, Inc. is a direct-to-consumer beauty company founded in 2010 and based in New York City. The company specializes in skincare, makeup, body, and fragrance products, which are available for purchase through its website and in its New York showroom. Glossier emphasizes a community-driven approach, utilizing content to enhance the shopping experience. Its digital platform features interviews with models and makeup artists, along with beauty advice covering various areas such as hair, skin, and makeup. Glossier's products are available not only in the United States but also in Canada, Sweden, and the United Kingdom. The company is known for its focus on real-life beauty solutions, promoting a philosophy that prioritizes skincare followed by makeup.

Universal Standard

Series A in 2018
Universal Standard Inc. is a New York-based fashion brand established in 2015, specializing in clothing and accessories for women sizes 10-28. The company aims to revolutionize the fashion industry for this demographic by offering modern, elevated essentials across various categories, including athleisure, blazers, denim, dresses, loungewear, outerwear, pants, skirts, suiting, sweatshirts, tees, and tops. Universal Standard sells its products through both physical retail stores and an online platform, ensuring accessibility to a diverse range of stylish and functional apparel that was previously lacking in the market for larger sizes.

Reformation

Series B in 2017
Reformation is a designer and manufacturer of limited-edition clothing collections based in downtown Los Angeles. The company focuses on sustainability by using eco-friendly fabrics, deadstock materials, and repurposed vintage garments, significantly reducing the environmental impact associated with conventional fashion. By producing styles in-house, Reformation can quickly respond to fashion trends and release new designs within weeks. The company sells directly to consumers through its boutiques and online store, allowing it to control costs and offer competitive pricing. Reformation aims to lead and inspire a sustainable approach to fashion, promoting environmentally friendly clothing habits while delivering stylish options to customers.

Keeps

Seed Round in 2017
2 out of 3 men will start to lose their hair by the age of 35 - but the earlier you take action, the more hair you keep. Keeps is a full-service healthcare company focused exclusively on helping men keep their hair. From expert diagnosis to affordable treatment, patient support to education, Keeps provides a regimen specific to each customer's condition through a seamless digital experience, allowing men to manage hair loss from start to finish. Keeps’ licensed physicians review each customer's information in order to identify and prescribe a unique treatment plan of FDA-approved products, and we sell them at half the price customers would pay at their local pharmacy. With Keeps, customers receive exactly what they need, and nothing they don’t. Keeps is the first brand from Thirty Madison, which is rebuilding the healthcare experience for the modern consumer.

Thirty Madison

Seed Round in 2017
Thirty Madison, Inc. is a digital health company based in Astoria, New York, focused on providing specialized care for chronic conditions through its web-based platforms. Founded in 2016, the company operates several condition-specific brands: Keeps, which offers a subscription service for men's hair loss prevention medications; Cove, which provides online consultations and prescriptions for migraine treatment; and Evens, designed to manage acid reflux. By offering these tailored services, Thirty Madison aims to increase access to affordable healthcare solutions, addressing the unique needs of patients suffering from these conditions.

HUM Nutrition

Series A in 2017
HUM is an LA based start-up with one mission: to make you look great and feel even greater. Hum's online platform connects consumers with Nutrition experts and cutting edge products. The company’s profiling methodology and line of vitamins have been developed with leading researchers in nutrition and are widely popular within the nutritionist community.

Heist Studios

Seed Round in 2017
Heist Studios Limited is a London-based online bodywear brand specializing in the manufacture of women's tights. Founded in 2014, the company aims to revolutionize the tights market, positioning itself as the future of underwear. Heist Studios has achieved significant sales milestones, selling over 100,000 pairs of tights within its first year and experiencing a consistent growth rate of 25% month on month. The brand has garnered recognition from prominent fashion publications, with Vogue praising its offerings and STYLE magazine declaring it the top choice in a luxury tights evaluation.
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