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LONDON – British start-up Purple Dot, which operates what’s said to be the world’s first e-commerce waitlist and pre-order platform for clothing, has secured US$4 million in new funding which will be used to bring “a new era of sustainability to online shopping”.  

The firm’s services help brands and retailers reduce waste by selling inventory before it arrives in the warehouse, while managing pre-orders and restock waitlists to ensure only a suitable amount of stock is manufactured.  

Rachel Starr of Unusual Ventures, which has invested, commented: “Purple Dot is more than an e-commerce enabler; they are revolutionising how supply chains are managed and how brands sell, and we believe that pre-orders and waitlists will shape the future of online shopping.” 

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