Israeli ecommerce site Brayola, an online bra store, has raised $5 million. The investment was led by the Firstime fund, which contributed $4 million. Also participating in the round were Gett founders Shahar Waiser and Roi More, and Kidbox founder Haim Dabah. Ilan Shiloah, a manager of the Firstime fund, will become the new chairman of the board.
Brayola was founded in 2011, and is currently focused on the US market. The company uses an algorithm that helps women find bras that fit them right. The algorithm has been successful, as the site boasts only a 10% return rate, versus 30% with other online bra purchases. The company offers over 10,000 products from over 100 brands.
"Brayola is bringing a solution to the market that solves an acute problem for a $32 billion market," said Shiloah, as reported by Globes. "Brayola's solution is a game changer in every respect, and the company has extraordinary growth potential. The company is an example of smart ecommerce that uses an online platform to give customers added value that they never before received.
Read more: Globes