A new startup has launched aiming to let users to go shopping together on the largest fashion e-commerce websites.

Squadded is a Chrome browser extension which lets people register and invite friends, adding the social layer of in-person, in-store shopping.

The Franco-Israeli company was to launch its first pilot with one a Generation Z French fashion brand in April, but due to the Coronavirus, the partner had to close 400 stores and postponed the collaboration to an undetermined date.

“In the present case, we have decided to face COVID-19 head first: instead of giving up, we opened our technology to the public for free, waiting for our partner to regain strength,” explained a statement.

Squadded is currently available on five websites: ASOS, Boohoo, Missguided, Na-kd and PrettyLittleThing.

The startup was founded by father and daughter team Elysa Kahn and Cyril Cohen-Solal.

Kahn is in charge of product development and marketing. At age 21, following a student innovation competition led by L’Oréal, she spent three years there as a brand manager, leading digital transformation. Cohen-Solal leads the technological side. After 10 years in a data-intelligence company, which he co-founded, in 2016 he cofounded La French Tech hub encouraging international startups.

Users of the in-browser feature can add items to a wish list and share via social networks, while the community tab lets users find the latest posts created by online members and suggested by the platform.

“People in stores, the need to communicate with people with similar interests, belonging to a community… By mimicking the ‘mall effect’,” read the statement. “Squadded allows its users to share not only with their friends but with all the brand members currently online.”

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