Retail technology startup Vue Storefront secures $20 million in funding round led by Felix Capital

Poland-based Vue Storefront has raised $20 million of equity with Felix Capital, backer of the likes of Mirakl, Travelperk, Moonbug and Farfetch, leading the round and additional funds coming from Philippe Corrot, Founder and CEO at Mirakl, and Nagi Letaifa, Head of Engineering at Mirakl. 

In the last 12 months, the company has added customers like Berlin Brand Group, Zenith Watches and Zadig & Voltaire with more than 50% of its pipeline coming from the US enterprise market.

Julien Codorniou, who joined Felix Capital last year from Facebook, will be added to Vue Storefront’s board of directors.

Existing investors Creandum, Earlybird and SquareOne, also participated in the round.

Vue Storefront previously raised a $17.4 million Series A. Its tech is now being used to power the online stores of over 2,200 retailers and merchants across the globe, including Orgill, Tally Weijl and Zenni Optical.

The new equity round coincides with the release of a product upgrade at this month’s Shoptalk in Las Vegas that, the company says, will enable it to fully cater for American enterprise commerce.

The firm has also bolstered its senior ranks, adding Tim Drijvers, formerly Chief Technology Officer at Sendcloud, as its new CTO.

Drijvers took over from predecessor and Vue Storefront co-founder Filip Rakowski, who became Chief Developer Experience Officer (CDXO).

Vue Storefront Co-founder and CEO Patrick Friday says: “We’re delighted to have secured this significant investment, especially in this difficult economic climate for the tech industry.”

“We are an ambitious company, and this vote of confidence by the investment community puts us on a strong path for continuous growth and steels us for whatever lies ahead.”

“It also gives us added impetus to develop new and better industry-first product features, which has been the cornerstone of our success. Felix Capital’s extensive knowledge of the e-commerce and SaaS industries makes it an ideal partner for our next chapter.”

“We’re also grateful for the continued trust of Creandum, Early Bird and SquareOne who helped kick start our incredible journey 18 months ago - and shared our conviction that a website’s frontend drives customer experience and boosts sales.”

Felix Capital investor, Joseph Pizzolato, says: “We believe headless and composable experiences are the next generation of commerce, having seen first hand in our portfolio the need to deliver best-in-class consumer experiences.”

“Modern brands need to deliver unique, high performance digital experiences to drive revenue and retention, and we believe Vue Storefront can become the industry standard frontend platform addressing these needs.”

“The teams’ strong product DNA, coupled with their focus on community building and the momentum they are gaining in the US gave us confidence they are on the path to becoming a global leader in this space.”

David Ting, CTO, Zenni Optical, says: “Vue Storefront has given our business real velocity. Not only in speeding up our work - it’s shaved at least 50% off our development timeline - but also improving the experience of our customers.”

“The greatest strength is that its FEaaS has very little and simple code to get started. And as an online store’s ecosystem evolves, there are richer, more configurable modules that can get most use cases up and running quickly.”

“What really stands out is Vue Storefront’s backend portability. It means we’re not held hostage to any e-commerce platforms, which can get dated. A lot of our code, our intellectual assets and the UI are on Vue Storefront’s agnostic framework”

“This flexibility lowers our risk and gives us the freedom to choose from newer technologies as they hit the market. As a CTO, that’s really important to me.”

“The power of Vue Storefront’s frontend technology is its focus on user experience. And getting that aspect perfect first and being able to iterate and quickly test new experiences, before even thinking about scalability, is key.”

“Enabling teams to be so nimble gives such an advantage over competitors that are still stuck on archaic e-commerce systems.”