Dianthus Secures $11.5M in Seed Funding from PJC and Underscore VC
AI-first e-commerce company to use funding for additional brand acquisitions and recruiting top talent
Dianthus, Inc., a tech-forward e-commerce brand builder, today announced it secured $11.5 million in seed funding. The investment was led by PJC, Underscore VC and angel investor Jason Calacanis.
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“In the year ahead, this investment will allow us to work alongside more entrepreneurs who value our tech-forward model, while continuing to vertically integrate our brands and service offerings.”
Dianthus acquires direct-to-consumer (DTC) brands and rapidly grows them through its proprietary AI platform. The funding will be used to continue the company’s acquisition efforts and increase recruitment across departments, with a focus on broadening its technology capabilities.
“Since our launch, we’ve worked hard to hone our unique approach to building brands. By taking an AI-first method, we can see the exact potential of a brand and offer a growth trajectory that will help it scale quickly,” said Chris Litster, CEO, Dianthus. “In the year ahead, this investment will allow us to work alongside more entrepreneurs who value our tech-forward model, while continuing to vertically integrate our brands and service offerings.”
Dianthus is an AI-first e-commerce company that acquires brands with serious growth potential. The company provides founders with a lucrative exit strategy, while giving them the technology, marketing and product development resources needed to effectively scale their businesses. Following acquisition, Dianthus leverages first-party data within its proprietary AI engine to drive consumer engagement and brand impact. Currently, Dianthus is focused on growing its portfolio with DTC consumer packaged goods including pet, outdoor/active life, home and beauty.
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“There have been dramatic shifts in the e-commerce industry since the beginning of the pandemic. As entrepreneurs are continuing to navigate scaling a business in crowded markets, Dianthus’ tech-forward, human-centric approach to brand building can help them break through the noise. We’re excited to work alongside them as they build the next generation of online brands,” said David Martirano, Managing Partner, PJC.
“Chris and Rob are proven business builders in the Boston ecosystem and longtime members of the Underscore Core Community, which is why we jumped at the chance to back their vision,” said Lily Lyman, Partner at Underscore VC. “Their blend of executive leadership, small-medium business knowledge, and AI expertise make them a strong pair to be taking on this ripe opportunity.”
