Chord, a headless commerce startup led by former Glossier execs, raises $18M

Last year, former Glossier executives Henry Davis and Bryan Mahoney unveiled a new e-commerce startup called Arfa. Today, they’re announcing a new vision for the company, along with a new name, new funding and an acquisition.

The name first: Moving forward, the New York startup will be known as Chord, which Davis (Chord’s chairman and COO) said reflects the fact that the startup is now “exclusively focused on our technology offering,” rather than on launching its own direct-to-consumer brands. (Davis also said that Chord will be sharing more news around plans for its existing brands soon.)

Mahoney (Chord’s CEO) said the platform provides brands with “commerce as a service.” In other words, as a business moves into the world of headless commerce (where they buy e-commerce infrastructure that’s separate from the front-end experience), Chord is designed to provide all of their needs, across multiple products and features including content management, a customer data platform and order management.

Davis suggested that due to issues like insufficient data infrastructure and increasingly complex, multi-channel businesses, “Operators have been forced to make compromises and tradeoffs on their core business. We want to get rid of that as a concept. Your tech stack is here to support you.”

Chord founders

Chord founders Henry Davis and Bryan Mahoney

And while there are certainly plenty of other headless commerce startups, when you look across the e-commerce landscape, Davis said, “Everyone’s fighting with same tools to do the same thing. Rather that bring another headless solution to access those (Read more...)