Dent Reality Raises $3.4M to Bring AR Turn-by-turn Directions into Retail – Road to VR
Dent Actuality Raises $three.4M to Deliver AR Flip-by-turn Instructions into Retail – Street to VR 7

Dent Actuality, the UK-based augmented actuality startup, introduced it’s secured £2.5m (~$three.4m) in funding, one thing the corporate plans to make use of to additional its efforts to convey phone-based AR navigation into the retail sector.

The funding spherical was led by Pi Labs, with participation from Europe’s Sugar Capital, Silicon Valley’s 7Percent Ventures, and plenty of angel buyers. In response to Crunchbase information, this follows a pre-seed funding spherical closed in March 2020, the quantity of which wasn’t publicly disclosed.

Dent Actuality has been constructing its AR-driven indoor positioning system for a while now. We final heard about Dent Actuality early-2019 when the corporate first introduced it will launch a software program improvement equipment for iOS so retailers may combine the map of indoor areas, work out the place the person is, and use digital paths and arrows to assist consumers discover their locations—a bit like an indoor GPS.

Co-founded by Andrew Hart and Ben Rosenbaum in 2019, the corporate has made strides in reaching wider recognition from conventional retailers. The corporate reveals it’s been working with UK-based retailer Marks & Spencer on a brand new testcase for its indoor monitoring within the retailer’s Westfield London retailer in White Metropolis. That’s M&S within the video above.

“The app helps consumers discover each merchandise on their listing, with real-time steerage and data to supercharge their expertise,” Dent Actuality says. “The potential of the know-how is intensive, and could be utilized to campuses, airports, purchasing centres, and museums, for instance. Dent Actuality’s ready listing at the moment contains a whole lot of enormous organisations throughout a various vary of various sectors.”

The studio says its capable of function in an setting the place there could also be 40,000 gadgets in a typical location, and 1000’s of areas per retailer.

“Our imaginative and prescient is that each bodily area will change into digitally linked, enabling a completely new sort of interplay with the world round us. These ‘sensible areas’ will unlock wealthy info and rework billions of every day interactions for consumers and retailers,” stated CEO and co-founder Andrew Dent. “Proper now, the most important gamers in tech are engaged on constructing next-generation augmented actuality wearables, and we’re constructing the killer shopper use-cases for this transformative know-how. Sooner or later, offering a frictionless digital expertise in a bodily location will change into as important for each enterprise as having an internet site is right now.”

Particular person buyers embrace Certainly.com co-founders Paul Forster and Rony Kahan, social VR founder Esteban Ordano, Tumbler veteran Matt Hackett, and ex-president of Citymapper Omid Ashtari.

The funding will probably be used to increase its group and providers, the studio says, which can convey its providers to new shops and retailers.

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