Reliance Retail Ventures or RRVL, has acquired the AI Styling Engine and commerce app of Bengaluru-based fashion technology company Furrl. Founded by Esha Tiwary in 2022, Furrl developed technology that uses artificial intelligence to assist consumers in discovering fashion products and creating outfit combinations based on individual preferences, according to media reports.
Furrl’s platform processes fashion catalogues and generates outfit recommendations by matching products according to consumer preferences. Instead of presenting products only as individual catalogue listings, its technology enables shoppers to view combinations of items as complete looks.
The technology is expected to become part of Reliance Retail’s digital and omni-channel platforms.
The acquisition comes as Reliance Retail expands the use of artificial intelligence across its consumer businesses. Furrl’s technology will add capabilities in areas including catalogue intelligence, personalised recommendations and fashion discovery, with the company’s AI-based systems expected to support how products are presented and recommended to consumers across Reliance Retail’s digital ecosystem.
Furrl was established in 2022 with an initial focus on fashion catalogues from direct-to-consumer brands. The company subsequently developed its AI Styling Engine to address fashion discovery by using consumer preferences to create complete outfit recommendations. Over its operations, Furrl expanded its platform to cover more than 50,000 products from over 200 fashion and lifestyle brands.
The company’s technology has been developed around three key areas: catalogue intelligence, personalisation and outfit-level recommendations. Its platform brings together products from multiple fashion and lifestyle brands and uses AI-based styling to organise those products into recommendations.
The acquisition transfers these technology capabilities to Reliance Retail, which operates digital and physical retail businesses.
“We built Furrl with one conviction: that fashion discovery is broken and AI can fundamentally change that. This acquisition enables our technology to reach millions of customers with Reliance Retail’s scale, and is a powerful validation of what our team built,” said Furrl Founder Esha Tiwary.
