Back in Oct. 2015, former founder and executive chairman of Net-a-Porter and newly minted free agent Natalie Massenet registered a mysterious business titled "Imaginary Ventures" with Companies House in the U.K., listing herself as the director. In the two and a half years since, Massenet became the confusing-as-hell-sounding "non-executive co-chairman" at Net-a-Porter competitor Farfetch, all while rumblings surrounding Imaginary Ventures began to bubble up.
Last March, we learned that this organization — a venture capital firm — was beginning to make its first steps with the help of Massenet's co-founder, seasoned venture capital veteran Nick Brown. The business, per reports, was then set to launch in the spring of 2017 and had already invested in the likes of trendy detox beverage brand Dirty Lemon and organic "superfood" soup Daily Harvest.
Guess not! In a lengthy profile in The New York Times, Massenet revealed that her and Brown's new firm has raised $75 million for its first fund, the cash of which the pair will reportedly infuse into "direct-to-consumer start-ups." On that note, it has already invested in millennial-favored retailers Glossier, Everlane and Reformation, as well as Farfetch (duh), Khloe Kardashian and Emma Grede's size-inclusive denim label Good American and Heist, a line of seamless tights, with additional plans to invest in a hair-loss prevention company called Keeps.
The secret's finally out — and if I was in the direct-to-consumer start-up space, I'd do just about anything to get Massenet and her decades of industry expertise in my corner. So, go on! Get some of that $75 million!