Mango has invested in Union Avatars as part of its new commitment to strengthening its technology.

Founded by Cai Felip and Jordi Conejero, Union Avatars was founded in 2020 to help companies and users give form to the future of digital identity, by providing tools to create avatars in different styles on social media, virtual reality environments and gaming, while offering interoperability of identity among the different platforms.

The investment involves offering financial support to the start-up through a convertible participation loan and represents the entry of Union Avatars in Mango StartUp Studio, the company’s start-up accelerator programme, through which the entrepreneurs will discover first-hand Mango’s operation and will be able to scale up their business model.

Under the programme, Union Avatars will also receive mentoring and consultancy sessions from various Mango experts in areas such as market knowledge and technology applied to the business model.

Mango will continue to explore different pilot trials to create hyper-realistic avatars for use in different points of the company’s value chain.

This is the fourth investment that Mango StartUp Studio has made since it launched in 2022. So far, the accelerator has invested in a sustainability start-up specialising in the resale of textile waste; Payflow, an on-demand salary and flexible remuneration business; and La Más Mona, a platform for renting party dresses and accessories.

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Earlier this year Just Style was given a tour of Spanish fashion brand Mango’s new corporate headquarters in Palau-solità i Plegamans, in Barcelona.