eCommerce Tech Firm Fabric Lands $43 Million In Series A Funding

Headless commerce technology provider Fabric landed $43 million in a Norwest Venture Partners-led Series A funding round, with additional participation from Sierra Ventures and Redpoint Ventures. The infusion will be used to speed up product development of its headless commerce platform, grow the Fabric workforce and satisfy the increasing demand for its technology, according to a Tuesday (Feb. 9) announcement.

Fabric has an application programming interface (API)-fueled, modular infrastructure developed to help direct-to-consumer (D2C) and business-to-business (B2B) brands expand. The platform aims to enable retailers and marketers to execute creative decisions without bringing in deep engineering resources.

Firms can choose to leverage Fabric’s complete technology suite or integrate just certain tools into their current platform, such as an order management system (OMS), product information manager (PIM) or experience manager (XM). Fabric takes just weeks to onboard, according to the announcement, saving time and financial resources.

Fabric CEO Faisal Masud said that successful retail firms set their brands apart from others and provide up-to-date client experiences. But Masud added that they are faced with the choice of compromising on commerce technologies that weren’t built for their requirements, or to sell through Amazon and “lose control of their brand and data.”

“Fabric was built for growing D2C and B2B brands, and is run by industry veterans. We know what it takes to scale and want to end replatforming in eCommerce,” Masud said in the announcement.

Fabric, which is based in Bellevue, Washington, is supported by BC Partners, Expa, Ascend Venture Capital, Innovation Global Capital, Sierra Ventures, Redpoint Ventures and Norwest Venture Partners.

“There’s always a constant desire to try to make the baseline features easy for retailers to use, but not all of them are available through the implementations on your eCommerce platform,” Masud previously told PYMNTS in an interview. “Now, if a retailer is sitting with some legacy monolith, imagine that this only affords you two release cycles a month. And if one of those fails, you only have one. So that’s where Fabric sets the stage by augmenting their existing environments versus just saying, ‘go get rid of everything.’”