Retail technology startup Zyper, which uses machine learning to connect brands with social media influencers, has secured £5.14 million in its latest round of funding.
The young brand, launched in 2017 by entrepreneur Amber Atherton, raised the capital in its latest Series A funding round led by Talis Capital.
This brings its total funding since launch to £6.72 million.
Zyper already counts major retailers including Topshop, Banana Republic, Toms, Ted Baker and Dior as its users.
Its platform uses a visual recognition algorithm to analyse a brands social media profiles and identify the top one per cent of their online following.
Those with the most potential influence, which is determined by a range of metrics going far beyond just their following, will then be encouraged to become ambassadors for the brand and will likely be sent product samples.
Zyper says it will use its new finds to open a new headquarters in San Francisco, continue to develop its algorithms and grow its engineering and sales teams.