US fashion technology startup Croissant raises $28 million as it ramps up retailer partnerships

Croissant has raised $28 million in capital as it looks to accelerate growth and deepen partnerships with brands and retailers. The round includes $14 million in funded proceeds and $14 million in incremental debt capacity. Existing investors Portage, Third Prime, and George Roberts led the equity component of the raise.

It brings total capital raised to $52 million.

Croissant says that to date it has driven over $50 million in gross merchandise volume (GMV) across more than 100,000 users. It partners with brands and retailers including Nordstrom, Revolve, Reformation, and SSENSE.

Croissant shoppers receive 10% back immediately on every purchase at partner brands, along with guaranteed future resale prices.

"We've built an ecosystem that works. Shoppers love unlocking value by buying better. Brands love acquiring customers who think long-term. Now we're pouring fuel on the fire," says John Howard, Founder and CEO at Croissant.

"For brands, customer acquisition costs are rising, and loyalty is fragile. For shoppers, purchasing higher quality goods that retain value is the smartest financial and lifestyle decision, but hasn’t been adequately incentivised to date. Croissant connects those dots. We drive high intent demand to brands, reward customers for shopping and reselling, and create a healthier cycle of commerce. This funding allows us to scale that engine."

Stephanie Choo, General Partner and Co-Head at Portage Ventures, says: “Croissant is building infrastructure that transforms future consumer demand into immediate, non-dilutive capital for brands and retailers. Their combination of data, embedded finance, and ecosystem alignment positions them to build a highly scalable platform reshaping how value flows through commerce.”

2026 RTIH Innovation Awards

Fashion technology will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.