RACHEL ZOE, INVESTOR: Rachel Zoe Ventures is among a group of investors that participated in a $1.6 million seed round for a Los Angeles-based software start-up, Bringhub. The deal, which closed in mid-February, also included BAM Ventures and Canyon Creek Capital, and takes Bringhub’s total raised to date to $1.8 million. Bringhub’s software lets digital-media companies add shopping-cart capabilities to its sites in what chief executive officer and cofounder Dominik Pantelides calls e-commerce 3.0.

This story first appeared in the March 30, 2015 issue of WWD. Subscribe Today.

“The connected generation shops by inspiration,” he said. “They go to content sites. They go to social media. They go to blogs to get inspiration on their purchase. At this moment, there’s no way to connect from the moment of inspiration. It’s all fragmented and difficult to have a seamless buying experience.”

Bringhub’s software means a consumer browsing a digital-content site could potentially buy a dress, shoes, flight and hotel room in a single transaction with Bringhub’s shopping cart.

The Zoe Report recently signed on as a customer and is in the process of integrating the technology into its site so that someone browsing its content could, for example, shop the “Our Fave Products” section without being redirected to Nordstrom, Net-a-porter or another channel to complete the actual checkout process.

Bringhub also finalized an exclusivity agreement with Orbitz and has as many as 100 customers it works with, according to Pantelides.

Bringhub launched at the end of 2012 and currently has 12 employees.

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