Luxury chat-based shopping platform Threads Styling has raised £9 million in fresh funding.

The London company, founded by Sophie Hill in 2009, provides a personalised service over social media and chat-based commerce.

It aims to be a ‘destination for style inspiration and new brand discovery’ for its Gen Z and millennial customers, as well as a key source of industry insight into what’s trending.

The fundraising round was led by Highland Europe and C Ventures, with participation from BVYP and TriplePoint Capital. 

It will be used to grow its new, curated eCommerce website and dedicated live shopping events. 

“The landscape of luxury is changing, our experience has proven that combining relatable inspiration with a convenient client first service has answered the needs of the new gen luxury shopper,” said Hill. 

“This new round of investment will drive further expansion of our model through our new eCommerce platform and live shopping events on social media.  

“We’re incredibly grateful to our investors for their continued support and, given our community has been an important part of our growth over the years, we’re excited to formally welcome the next generation of investors into the Threads family.”

The company will also launch a crowdfunding campaign with Crowdcube, due to go live later this month.

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