Ruby Ribbon, Inc., a Burlingame, Calif.-based ecommerce site for shapewear and women’s clothing, raised $7.5m in Series C funding.
The round was co-led by DBL Partners and Direct Selling Capital with participation from previous investors Trinity Ventures and Mohr Davidow Ventures. In conjunction with the funding, Norm Matthews, former president of Federated Department Stores, and Cynthia Ringo of DBL Partners, joined Ruby Ribbon’s board. In addition, Joey Carter, the founder of Direct Selling Capital, will become an Advisor.
The company, which had previously raised $11.8m, intends to use the funds to continue its nationwide expansion.
Led by CEO Anna Zornosa, Ruby Ribbon is a shapewear and fashion company that sells products through its social commerce network of over 1000 independent stylists representing it in 48 states.
The company’s product line includes its shapewear, essentials with shaping (pants, leggings, skirts and dresses with shaping built-in), and fashion layers.