Boohoo family throw weight behind online fashion firm

The family behind online retailer Boohoo has invested in a London based tech firm.

The Kamani family has invested in London based start-up RangeRoom through its Kamani Capital Fund.

The fund, is headed by Adam Kamani, who co-founded PrettyLittleThing with brother Umar.

The family has joined a number of industry backers of the start-up, including Tom Singh the founder New Look.

RangeRoom was launched in 2017 by Brendan Baldrey, who has worked for 15 years as a designer in the industry.

The aim is to create technology that will allow all stakeholders – from designers to buyers, suppliers, manufacturers, brands and retailers – to collaborate more effectively to create ranges.

The technology will help fashion brands keep up with the pace of change that has resulted from the “see now buy now” culture that has been driven by the consumer’s use of mobile technology and social media.

Adam Kamani said: “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.

“RangeRoom 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.”

Brendan Baldrey said: “It’s fantastic that we have already secured the backing of a number of high calibre influencerswithin the industry who have put their faith in RangeRoom.

“The lack of options (and sometimes appetite) available across the industry to innovate, create efficiency and drive cost savings were the key challenges that we set out to address.

“We designed the solution for simple, secure collaboration and information-sharing – with the emphasis on visual.

“Now RangeRoom offers centralised co-creation and communication features to enhance the development of products and collections across global cross-functional teams.”