Retail technology startup Zyper has bagged £5.14 million in its latest funding round.

The Series A was led by Talis Capital and brings its total funding since launch to £6.72 million.

Launched in 2017 by entrepreneur Amber Atherton, the company uses machine learning to connect brands with social media influencers. A visual recognition algorithm analyses a brand’s social media profiles to identify the top one per cent of their online following.

Those with the most potential influence - determined by a range of metrics beyond just their following - are then encouraged to become ambassadors for the brand and will likely be sent product samples.

Zyper already counts retailers including Banana Republic, Dior, Ted Baker, Toms and Topshop as users.

A statement explained that it will use the investment to open a new headquarters in San Francisco, continue to develop its algorithms and grow its engineering and sales teams.

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