Imaginary Ventures

Imaginary Ventures is a venture capital firm founded in 2017 by Natalie Massenet and Nick Brown, based in New York, New York. The firm focuses on early-stage investment opportunities at the intersection of retail and technology, primarily in the e-commerce sector. It targets companies within various industries, including retail, fashion, lifestyle, beauty, food and beverages, and marketplaces, across Europe and the United States. Notable investments by Imaginary Ventures include brands such as Farfetch, Reformation, Everlane, Necessaire, Daily Harvest, Glossier, Good American, and Universal Standard.

Tara Campbell

Senior 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 founded in 2020 and headquartered in New York, focused on enhancing the independence of older adults through a personal assistance platform. The platform offers a variety of services that support the elderly in daily activities such as transportation, errands, shopping, and nutrition. By fostering trusted relationships and facilitating community engagement, Duos enables older individuals to live fulfilling lives at home while maximizing their autonomy. The company's emphasis on technology and community connections aims to create a supportive environment for seniors, ensuring they receive the assistance needed to maintain their independence.

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, Inc. is a New York-based company that specializes in the manufacture and online retail of dog food. Founded in 2017 by Tory Waxman and Michael Waxman, the company employs a unique air-drying method to produce its dog food, which gently dehydrates ingredients to preserve their nutrients and flavor while effectively eliminating germs. This approach allows customers to purchase high-quality dog food conveniently through the company's online platform, ensuring home delivery for added convenience.

Cann

Series A in 2022
Cann is a producer of low-dose tetrahydrocannabinol (THC) infused beverages designed to provide all-natural flavor options. The company offers a range of vegan and gluten-free beverages, which contain no artificial sweeteners, flavors, or preservatives. These micro-dosed non-alcoholic drinks are crafted with natural citrus and herbal flavors, complemented by a touch of agave nectar, creating a light and refreshing taste. Cann’s products deliver a mild strength similar to that of beer, offering consumers a unique and beneficial way to experience cannabis in a social setting.

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 food and beverage delivery company based in Chicago, Illinois, founded in 2013 by Mike LaVitola, Brian Jaffee, and Taylor Bloom. The company operates both grocery stores and a mobile app that allows customers to shop for a diverse range of products, including wine, spirits, fresh foods, snacks, and everyday essentials. FOXTROT offers a curated selection of items that can be delivered to customers' doors in under an hour. In addition to its Chicago location, FOXTROT has expanded its presence to Texas, enhancing its reach in the grocery and delivery market.

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 technology company that specializes in a visual headless content management system (CMS) designed to enhance the management and optimization of digital content for websites and applications. Founded in 2017 and based in San Francisco, California, Builder.io offers a unique platform that features a drag-and-drop visual editor, allowing users to create and optimize digital experiences swiftly and with flexibility. The platform is particularly beneficial for teams focused on composable commerce, modern marketing sites, and multi-brand digital experiences, as it streamlines content development workflows and eliminates dependency on traditional development cycles. This enables both business users and developers to improve visual elements, measure conversions, and gain insights into visitor behavior and performance.

Grin

Series B in 2021
Grin Technologies Inc. operates an influencer marketing platform that assists direct-to-consumer brands in establishing and managing authentic relationships with influencers. Founded in 2014 and based in Sacramento, California, the company offers a comprehensive software solution that includes tools for influencer discovery, relationship management, campaign execution, and performance measurement. The platform facilitates various marketing functions, such as product seeding, managing discount codes and affiliate links, as well as content and rights management. Additionally, it provides services for logistics, record-keeping, and payment processing related to influencer marketing. By enabling brands to cultivate genuine partnerships with content creators, Grin aims to enhance brand awareness and drive sales through effective marketing strategies.

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 that assists direct-to-consumer brands in establishing and managing authentic relationships with influencers. Founded in 2014 and based in Sacramento, California, the company offers a comprehensive software solution that includes tools for influencer discovery, relationship management, campaign execution, and performance measurement. The platform facilitates various marketing functions, such as product seeding, managing discount codes and affiliate links, as well as content and rights management. Additionally, it provides services for logistics, record-keeping, and payment processing related to influencer marketing. By enabling brands to cultivate genuine partnerships with content creators, Grin aims to enhance brand awareness and drive sales through effective marketing strategies.

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 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.

FOXTROT

Series B in 2021
FOXTROT is a food and beverage delivery company based in Chicago, Illinois, founded in 2013 by Mike LaVitola, Brian Jaffee, and Taylor Bloom. The company operates both grocery stores and a mobile app that allows customers to shop for a diverse range of products, including wine, spirits, fresh foods, snacks, and everyday essentials. FOXTROT offers a curated selection of items that can be delivered to customers' doors in under an hour. In addition to its Chicago location, FOXTROT has expanded its presence to Texas, enhancing its reach in the grocery and delivery market.

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 food and beverage delivery company based in Chicago, Illinois, founded in 2013 by Mike LaVitola, Brian Jaffee, and Taylor Bloom. The company operates both grocery stores and a mobile app that allows customers to shop for a diverse range of products, including wine, spirits, fresh foods, snacks, and everyday essentials. FOXTROT offers a curated selection of items that can be delivered to customers' doors in under an hour. In addition to its Chicago location, FOXTROT has expanded its presence to Texas, enhancing its reach in the grocery and delivery market.

Cann

Seed Round in 2020
Cann is a producer of low-dose tetrahydrocannabinol (THC) infused beverages designed to provide all-natural flavor options. The company offers a range of vegan and gluten-free beverages, which contain no artificial sweeteners, flavors, or preservatives. These micro-dosed non-alcoholic drinks are crafted with natural citrus and herbal flavors, complemented by a touch of agave nectar, creating a light and refreshing taste. Cann’s products deliver a mild strength similar to that of beer, offering consumers a unique and beneficial way to experience cannabis in a social setting.

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. is a Vancouver-based company that specializes in developing a mobile application focused on fitness. Founded in 2015, the company provides users with personalized access to training programs and meal plans created by a diverse team of fitness icons, athletes, and professional trainers. The application offers curated fitness routines for each day, allowing users to follow structured workout schedules tailored to their individual needs. By connecting users with top fitness influencers and experts, Fitplan aims to help individuals maintain a healthy lifestyle and achieve their fitness goals through customized programs and services.

Hawthorne

Series A in 2019
Hawthorne Lab Inc. is a New York-based company founded in 2015 that specializes in manufacturing personal care products, including colognes for men. The company utilizes data-driven algorithms and smart subscription models to provide tailored personal care solutions. By administering a quick quiz, consumers receive customized products that align with their individual body chemistry, skin type, and lifestyle. Hawthorne's platform aims to simplify the process of selecting premium quality personal care items, ensuring that customers receive the right products for their specific needs directly to their homes.

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.

Chord

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 based in New York that specializes in producing fresh, human-grade food for cats. Founded in 2017 by Matt Michaelson and Calvin, the company offers a range of cat food options, including chicken, beef, turkey, and duck, which are prepared with fresh meat and a small amount of green vegetables. The food is gently cooked to preserve nutrients and moisture, ensuring high quality. Smalls provides customized meal kits tailored to the specific nutritional needs of each cat, allowing pet owners to conveniently receive healthy and fresh food delivered directly to their homes.

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 Inc. is a manufacturer based in Culver City, California, specializing in body and sex care products. Established in 2017, the company offers a range of items including body deodorants, lotions, serums, washes, exfoliators, and treatment sets, alongside sex gels. Nécessaire emphasizes the importance of clean and effective ingredients, utilizing plant-based surfactants in its formulations to ensure safety and compatibility for skin health. The company operates primarily through online sales, aiming to elevate personal care into a holistic self-care experience rather than an afterthought.

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. is a Vancouver-based company that specializes in developing a mobile application focused on fitness. Founded in 2015, the company provides users with personalized access to training programs and meal plans created by a diverse team of fitness icons, athletes, and professional trainers. The application offers curated fitness routines for each day, allowing users to follow structured workout schedules tailored to their individual needs. By connecting users with top fitness influencers and experts, Fitplan aims to help individuals maintain a healthy lifestyle and achieve their fitness goals through customized programs and services.

Glossier

Series C in 2018
Glossier, Inc. is a direct-to-consumer beauty company based in New York, founded in 2010. It specializes in manufacturing and selling a variety of beauty products, including skincare, makeup, body care, and fragrances. Glossier engages with its customers through a content-driven approach, featuring a blog that provides beauty advice, interviews with models and makeup artists, and insights into product usage. The company operates primarily through its website, allowing customers in the United States, Canada, Sweden, and the United Kingdom to shop directly. Additionally, Glossier has a showroom in New York City. Its product offerings are designed to meet the needs of everyday women, emphasizing accessibility and real-life beauty solutions.

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.

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.

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.

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

Seed Round in 2017
Heist Studios Limited is a London-based company that specializes in manufacturing tights and other bodywear for women. Founded in 2015, it aims to transform the underwear market by reimagining traditional hosiery products. The brand has gained significant traction, selling over 100,000 pairs of tights within its first year and achieving a growth rate of 25% month on month. Heist Studios offers a range of products, including tights, underwear, bodysuits, and bras, all designed with a focus on comfort and functional support. The company has received notable recognition, including endorsements from Vogue and STYLE magazine, which praised its products for quality and innovation.
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