By Samantha Stein.
ADAY, a fresh entrant in the highly competitive world of direct-to-consumer fashion, has raised $2 million in new funding for its mission to simplify wardrobes with a line of durable, technical and chic womenswear.
The company is the latest in an ever-expanding movement of startups that offer direct-to-consumer products for the fashion-conscious consumer. Venture-backed lifestyle startups like Outdoor Voices, Glossier, Allbirds, Thinx, Function of Beauty, DSTLD and Bonobos are just some that have appeared in recent times, snapping at the heels of larger e-commerce sites.
The company’s latest financing includes investment from H&M CO:LAB, H&M’s venture capital arm; ADG, a consumer tech-focused fund; and SoGal Ventures. As part of the fundraising round, Nanna Andersen, who started H&M’s venture capital arm, will join ADAY’s board.
Read more at TechCrunch.