Fy! operates an AI-powered marketplace for home and living products, using the latest AI language and image-processing models to match users with items. The company recently acquired independent boutique marketplace Trouva to expand its selection and reach. Fy! says it combines curated products, design ideas and cutting-edge AI to transform how people shop the Home & Living category. The business intends to tap into broadcast audiences and increase customer acquisition through partnerships tied to popular home-improvement programming. Fy! has secured external funding to accelerate growth and audience reach. Tom Beverley, CEO & Co‑Founder, frames the company’s mission around transforming shopping in the category using product curation and AI. Fy! operates a visual, discovery-driven marketplace for home and living that curates products using data, machine learning and inspirational content to personalize shoppers’ experiences. The platform is built for browse-based discovery and claims to learn users’ style as they interact. Fy! runs a marketplace model with a mix of first-party on-demand exclusive products and dropship suppliers, holding no inventory or handling warehousing or logistics. Revenues come directly from shoppers in the UK, US, Europe and Australia; the company reported £24m in sales in 2021 and over 825,000 customers. The firm reports a blended gross margin of 65% and emphasizes end-to-end, high-quality customer service. Fy! was incorporated in March 2014, is based in London, and states an ambition to become the world’s number one home and living marketplace by scaling assortment with real-time data and machine learning. Fy! operates a mobile-native retail platform focused on home, living and lifestyle categories, aimed primarily at 25–40-year-old shoppers. The company combines social content, machine learning, and product knowledge to deliver a curated, personalized mobile shopping experience and offers free shipping. Fy! reports rapid commercial traction, posting 10x year‑over‑year revenue growth to an annual run rate of £35 million. Founded in 2014, the business says it has accelerated as online retail has expanded during the pandemic. Fy! plans to use new funding to drive international expansion, targeting the US, Australia and the EU, and to further develop its proprietary machine‑learning technology that powers the platform.

Total raised

$14M

Funding rounds

3

Latest round

Equity

Latest activity

Jul 2024