Ruby Ribbon is a Burlingame, Calif.-based ecommerce company focused on shapewear and women’s apparel. Led by CEO Anna Zornosa, it sells products through a social commerce network of over 1,000 independent stylists representing it in 48 states. Its product line includes shapewear, essentials with shaping (pants, leggings, skirts and dresses with shaping built-in), and fashion layers. The company had previously raised $11.8m and intends to use new funds to continue nationwide expansion. The Series C proceeds are meant to support that expansion and ongoing growth initiatives. The company sells primarily through its independent stylist network rather than traditional retail channels. Ruby Ribbon designs a line of wardrobe basics sold exclusively through a nationwide network of independent personal stylists via in‑home parties. The company leverages social technology and provides stylists with tools to run their own businesses. Founded in 2011 by Anna Xornosa and Deborah Uri Marcucci, Ruby Ribbon is based in Burlingame, CA and New York City. It closed an $8.5m Series B and intends to use the funds to expand nationwide. The company previously raised $3m in 2012. Ruby Ribbon is hiring in New York City and has added new board members as part of the financing. Ruby Ribbon designs fashionable apparel that incorporates aspects of shapewear to enhance women’s shapes. The company sells its products through a nationwide network of Independent Stylists who introduce items person‑to‑person, typically at in‑home parties. Ruby Ribbon is recruiting Independent Stylists who will begin selling its products starting in August. The business leverages social technology alongside direct‑sale tactics as its core go‑to‑market approach. Financially, the company has raised $3M in seed funding from Trinity Ventures. Leadership includes Founder and CEO Anna Zornosa and Co‑Founder and VP of Marketing and Operations Deborah Uri. Principal advisors named in the articles are Theresa Strickland and Megan Boynton.

Total raised

$19M

Funding rounds

3

Latest round

Series C

Latest activity

Nov 2015