Online underwear brand Nudea has secured GBP600,000 (US$837,000) in seed funding to grow its fit-centric offering.

The funding is the second successful round for the start-up and caps off the company’s first full year of trading. It comes as more customers seek accessible, size-inclusive, stylish options for bra-shopping online – an activity accelerated by the Covid-19 pandemic.

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The total raised since inception in late 2019 is now at GBP1.1m, with backers including seed-stage firm Cornerstone Partners, and a group led by investor James Eden, with both parties joining Nudea’s board. Also participating in the raise are the brand’s founders.

“The pandemic has, in fact, served as a tailwind for us to grow even faster than we could have predicted,” says Priya Downes, CEO and co-founder. “We have also seen that Covid-19 has accelerated digital change in the shopping space by three to four years in the space of six months. We genuinely believe customer behaviour has permanently shifted too, and the future of bra shopping is virtual, online and from the comfort of your home.

“We make it our business that bra-wearers feel supported and that means accountability when it comes to inclusivity, diversity and accessibility. We’re particularly supportive of those going through bodily change, which is when bra-fitting is essential, but emotions are often high. We saw that the traditional retail environment wasn’t servicing these bra-wearers, so we developed our bespoke Fit Tape product, combined with our Virtual Fit and Online sizing quiz.”

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