AR supermarket mapping brand Dent Reality raises £2.5m in funding

Dent Reality, an augmented reality startup which allows shoppers to navigate supermarkets with a map on their smartphones, has raised £2.5 million in funding.

The round was led by Pi Labs, with participation from Europe’s Sugar Capital, Silicon Valley’s 7Percent Ventures, and a number of angel investors.

The tech helps retailers integrate a map of their shop onto shoppers phones which helps them navigate the store and find items easily.

It does this using virtual paths and arrows to help shoppers move around the store.

The company was founded in 2019 and is starting to receive wider recognition from traditional retailers including Marks & Spencer.

The two companies are working on a test case for the indoor tracking in M&S’ Westfield London store in White City.

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“The app helps shoppers find every item on their list, with real-time guidance and information to supercharge their experience,” Dent Reality chief executive Andrew Dent said.

“The potential of the technology is extensive, and can be applied to campuses, airports, shopping centres, and museums, for example.

“Dent Reality’s waiting list currently includes hundreds of large organisations across a diverse range of different sectors.”

The augmented reality specialist claimed it is able to operate in an environment where there may be 40,000 items in a typical location, and thousands of locations per retailer.




“Our vision is that every physical space will become digitally connected, enabling an entirely new type of interaction with the world around us,’ Dent added.

“These ‘smart spaces’ will unlock rich information and transform billions of daily interactions for shoppers and retailers.

“Right now, the biggest players in tech are working on building next-generation augmented reality wearables, and we’re building the killer consumer use-cases for this transformative technology.

“In the future, providing a frictionless digital experience in a physical location will become as essential for every business as having a website is today.”

Individual investors include Indeed.com co-founders Paul Forster and Rony Kahan and the ex-president of Citymapper Omid Ashtari.

Dent Reality has said that the new funding will be used to expand the service and team, with the company hoping to bring the service to new stores and retailers in due course.

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