Send the Trend Nets Series A Funding

Battery Ventures led a group of investors that put $3 million in Series A funding into Send the Trend, an e-commerce company. Founder Collective participated in the round as well. Send the Trend has been operating since October 2010.


NEW YORK– Send the Trend, an innovative e-commerce company that offers a customized selection of women’s fashion accessories, has raised $3 million in Series A funding led by Battery Ventures and supplemented by several other industry executives and entrepreneurs as well as Founder Collective. The Company raised an initial round of capital from angel investors in the summer of 2010. Today Send the Trend (STT) is also launching an updated site [], featuring a new design and customer-driven upgrades such as voting, social sharing, one screen checkout and more.
“We are seeing disruption after disruption in ecommerce and specifically in retail, and believe the team at Send the Trend has identified a very large and significant wave”
Send the Trend offers its customers personalized, affordable accessories such as fashion jewelry, sunglasses, scarves and more. Visitors complete an initial “style survey” that guides STT stylists in tailoring product options for them each month. Following the customer’s first purchase, she will receive new, personalized product recommendations on the first of every month based on her indicated style preferences. The Company launched in October 2010 and its unique approach has been featured in media such as The Today Show, People, InStyle, The Nate Berkus Show, Real Simple and AOL Stylelist.
Send the Trend aims to simplify the discovery and decision making process for female shoppers online. Divya Gugnani, CEO, said “Women today don’t have time to visit ten stores or read five magazines to figure out what to buy. We offer them a curated collection of the season’s trend-right accessories, which are customized via the site’s style survey and their navigation of the trends on our site. We aim to make our customer’s life easier by doing the work for them.” Send the Trend offers each customer a Gallery with curated picks and further serves up merchandise via crowd-sourced behavior on the site. Each accessory is $29.95 and includes free shipping in the contiguous United States.
“We are seeing disruption after disruption in ecommerce and specifically in retail, and believe the team at Send the Trend has identified a very large and significant wave,” added Tom Crotty, Managing General Partner at Battery Ventures. “They have created a unique and easy way for women to shop, and their innovative approach has quickly made an impact in the market. We look forward to supporting them as they further expand their offerings, technology and customer base.”
About Send the Trend, Inc.
Send the Trend, Inc is an online destination for women’s fashion accessories founded by Christian Siriano, Mariah Chase and Divya Gugnani. The site has been called the “eHarmony of accessories,” for featuring customized product recommendations, based on consumer style preferences and profiles. The Company is headquartered in New York City. Visit us at, follow us on Twitter @sendthetrend or fan us on Facebook
About Battery Ventures
Since 1983, Battery has been investing in technology and innovation worldwide. The firm partners with entrepreneurs and management teams across technology sectors, geographies and stages of a company’s life, from start-up and expansion financing, to growth equity and buyouts. Battery’s Internet & Digital Media portfolio currently includes: Angie’s List, Bazaarvoice, BlueKai, BlueStem Brands, Digby, Exact Target, Groupon, j. Hilburn, and Skullcandy. From offices in Boston, Silicon Valley and Israel, Battery manages $4B in committed capital, including its current fund of $750M. For more information, visit or follow us on Twitter @BatteryVentures.