Obsess has worked with the likes of Ralph Lauren, L’Oréal, Crate & Barrel, e.l.f. Cosmetics, J.Crew and Disney Music Group.
Infinite Reality, which powers digital media and ecommerce through extended reality (XR), artificial intelligence (AI), and other immersive technologies, has entered into a definitive agreement to acquire Obsess, a virtual platform that has launched over 400 3D digital stores and experiences.
Financial terms of the deal were not disclosed.
The acquisition comes on the heels of its $3 billion in fundraising announced earlier this month, and marks the first acquisition since the raise in capital. It will integrate Obsess’s technology and cross-platform distribution capabilities into its product portfolio, expanding its ecommerce solutions.
Founded in 2017 by CEO Neha Singh, Obsess has worked with the likes of Ralph Lauren, L’Oréal, Crate & Barrel, e.l.f. Cosmetics, J.Crew and Disney Music Group. Singh, who brings expertise as both a former Google software engineer and the previous Head of Product for Vogue, joins Infinite Reality as Chief Innovation Officer, and will continue to develop new products that aim to reimagine how brands interact with consumers online.
“Obsess’s stellar track record of building successful 3D virtual stores for major brands is a testament to the incredible opportunity ahead,” said John Acunto, Co-founder and CEO at Infinite Reality. “Neha and her brilliant team share our vision to upgrade the ancient 2D web grid to improve ecommerce KPIs for our clients, and delight their customers with more engaging, dynamic, and personalised experiences.”
“Obsess was founded on the belief that it was time to reinvent the outdated e-commerce experience,” said Singh. “We have built a platform that creates the next generation consumer interface with visually dynamic and interactive experiences that are highly engaging and feel alive. As a part of Infinite Reality, we are doubling down on our mission to supercharge consumer engagement with immersive brand storytelling.”
“Our aggressive growth strategy is laser focused on leading the future of immersive technology with the most powerful and complete platform for software, content, and services. Bringing Obsess and Neha’s incredible team onboard supercharges our trajectory,” said Amish Shah, Co-founder and Chief Business Officer at Infinite Reality.
“With their visionary talent joining the iR family, we are not just changing the game – we are creating an entirely new playbook for what’s possible in this space.”
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