Choosy has secured a $5.4m investment in a seed round led by New Enterprise Associates to establish an on-demand social shopping platform officially in July this year.
Other companies that participated in the investment round are Forerunner Ventures, Innovation Global Capital, Entrepreneurs Roundtable Accelerator, XFactor Ventures, Supernode Ventures and an angel investor Bryan Rosenblatt.
The company will use the investment to enhance customer experience for the process involved from ordering to delivering them on time. It will also expand teams before the launch.
Leveraging deep relationships with manufacturers in China, the company will produce fashion items with accessible price points.
Choosy co-founder Jessie Zeng said: “I came to the realisation that most influencer and celebrity outfits were curated by a team of stylists sourcing from global luxury brands and were completely unaffordable for most people.
“Armed with my family’s roots in textile manufacturing, I knew there had to be a way to take these popular silhouettes and make them available to shoppers everywhere at better prices.”
Choosy displays top ten trending fashions each week through social tagging and a team of Style Scouts.
Customers can select the item of their choice from the list and the company will manufacture the items and deliver them within two weeks of order.
Zeng will act as CEO, Sharon Qian will be CTO and Mo Zhou will be the chief strategy officer for the new company.