Meet Phia: The Google Flights for Fashion – Bill Gates’ Daughter’s Startup Raises $8M Seed Round with Prominent Investors
Introducing Phia, the revolutionary shopping platform co-founded by Phoebe Gates and Stanford classmate Sophia Kianni. This innovative mobile app and browser extension function as the digital equivalent of “Google flights for fashion,” allowing users to easily compare prices on fashion items across more than 300 million products.
In a recent interview, Gates shared her vision for the future of fashion, emphasizing ease of access to previously inaccessible items. Since its launch in April, Phia has garnered approximately half a million users and recently secured an $8 million seed round in just three-and-a-half weeks, led by Kleiner Perkins with additional investment from Kris Jenner and Hailey Bieber.
Recognizing the need for a more streamlined e-commerce shopping experience, Phia’s developers have enhanced their search capabilities to include personalized recommendations based on users’ browsing history and preferences. This updated app aims to provide an all-encompassing shopping destination where customers can access their previous purchases and discover new items tailored to their interests.
Gates and Kianni first collaborated two years ago, initially developing a desktop Chrome extension that facilitated second-hand alternatives while online shopping. However, user feedback indicated that the majority of shoppers preferred mobile devices, and young consumers were more interested in instant price checks rather than second-hand comparisons. This insight led to the development of Phia’s current app.
The duo initially received funding from one of Stanford’s social entrepreneurship programs before deciding to pursue venture capital for further growth. In their search for prominent investors, Soma Capital reached out to Kianni on LinkedIn and ultimately provided one of Phia’s first institutional checks. This connection led to introductions to other influential figures in the industry, helping to expand Phia’s network.
Aside from Jenner and Bieber, Phia’s investors include billionaire Michael Rubin, Spanx founder Sara Blakely, and Sheryl Sandberg. The seed round was ultimately led by Kleiner Perkins.
Phia employs a Gen Z-centric marketing strategy, utilizing founder-led content and social media to engage with potential users and source talent. They leverage tools like ChatGPT to create viral campaigns and utilize their podcast, “The Burnouts,” to share career advice for young people, particularly women. With nearly half a million followers on Instagram, the podcast has amassed over 10 million views across various platforms and serves as a platform for discussing the trials and tribulations of building a successful startup.
Phia’s future plans include expanding their team (currently comprised of just 12 members), using the fresh capital to develop personalized shopping agents that can sync with users’ calendars and offer recommendations on purchases, resales, and items to keep. Gates and Kianni expressed eagerness to continue growing and learning in the public eye, inviting their audience to join them on this journey.
