Vue Storefront has raised $20 million of equity to help expand its frontend technology to further address the needs of “headless” commerce.
The latest investment follows changes in recent years, where brands have started to separate their digital backend services from their frontend customer-facing layers because traditional all-in-one systems were often seen as too rigid.
The Polish startup’s business model uses the concept of composable commerce which takes things one step further. It provides a full set of ready architecture, out-of-the-box integrations, and other frontend services that can work together or independently to cover the entire frontend development cycle.
London-based Felix Capital, backer of several digital lifestyle businesses, leads the round with additional funds from Philippe Corrot, founder & CEO of Mirakl, and Nagi Letaifa, Head of Engineering at Mirakl, the firm said. In addition, Julien Codorniou, who joined Felix Capital last year from Facebook, will join Vue Storefront’s board of directors.
Vue Storefront previously raised $17.4 million in a Series A round which has been used for further scaling.The company said the new equity round coincides with its release of a major product upgrade at this month’s Shoptalk in Las Vegas as it plans to roll out more features and upgrades in 2023.
In a statement, Vue Storefront co-founder and CEO Patrick Friday said: “Felix Capital’s extensive knowledge of the eCommerce 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, added, “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.
Image from Vue Storefront
