UK-based resale fashion technology startup TRUSS bags £300k investment from FIGR Ventures

FIGR Ventures, a newly established family office fund, has announced its first portfolio investment into TRUSS, a UK-based tech startup powering fashion resale with AI enabled data infrastructure.

TRUSS was founded by Warwick University graduates Woody Lello (CEO), Felix Jackson (COO), Jack Cardwell (CIO) and Connor Mattinson (CTO).

Officially launched in 2022, it creates millions of product profiles which contain detailed information about any product. Using only a photo, businesses can tap into this information to list products efficiently, enhance searchability and improve conversion rates.

With the new £300,000 investment from FIGR, TRUSS has secured critical match funding to activate a £1.1 million Innovate UK grant. This funding supports a collaborative project with the University of Warwick, Depop and Selfridges to develop a bespoke algorithm that can instantly recognise a fashion item from TRUSS’ database using a single image.

The investment will be used to enhance its tech capabilities, expand and enrich the product catalogue, grow the team and develop further partnerships with businesses that can benefit from TRUSS’ product.   

The startup has previously raised £345,000 in a pre-seed round led by SFC Capital, alongside angel investors, and says that it is now supporting major fashion retailers with its technology.

Lello comments: “FIGR has been an incredible investment partner for us, providing critical match funding for our Innovate UK grant, as well as invaluable support. Their dedication and belief in our mission have been instrumental in advancing our technology and driving innovation forward.”

“FIGR also provides a personal touch that’s rare in the VC world. I immediately recognised that their approach was different – they were the only VC to ask to meet the entire team before making an investment. This thoughtful, hands on approach set them apart and gave us confidence in their commitment to our vision.”

Fiona Humphries, Managing Director of FIGR Ventures, says: “We are thrilled to have made our first investment into TRUSS. We started FIGR to back early-stage businesses with the passion, talent and innovation to drive major positive change in the consumer sector, and we believe TRUSS is a fantastic example of this.”

“We believe the fashion sector needs to change, we believe circularity is the answer, and we believe TRUSS is the way for businesses to achieve this. We’re delighted to be supporting the team to achieve this mission.”

The investment also gives FIGR a board observer seat, enabling it to provide advice and support.

2024 RTIH INNOVATION AWARDS

Startups were a key focus area at the sixth edition of the RTIH Innovation Awards.

The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended last month’s gathering.