Dent Reality, the UK-based augmented reality startup, announced it's secured £2.5m (~$3.4m) in funding, something the company plans to use to further its efforts to bring phone-based AR navigation into the retail sector.
The funding round was led by Pi Labs, with participation from Europe's Sugar Capital, Silicon Valley's 7Percent Ventures, and a number of angel investors. According to Crunchbase data, this follows a pre-seed investment round closed in March 2020, the amount of which wasn't publicly disclosed.
Dent Reality has been building its AR-driven indoor positioning system for some time now. We last heard about Dent Reality early-2019 when the company first announced it would release a software development kit for iOS so retailers could integrate the map of indoor spaces, figure out where the user is, and use virtual paths and arrows to help shoppers find their destinations—a bit like an indoor GPS.
Co-founded by Andrew Hart and Ben Rosenbaum in 2019, the company has made strides in achieving wider recognition from traditional retailers. The company reveals it's been working with UK-based retailer Marks & Spencer on a new testcase for its indoor tracking in the retailer's Westfield London store in White City. That's M&S in the video above.
“The app helps shoppers find every item on their list, with real-time guidance and information to supercharge their experience,” Dent Reality says. “The potential of the technology is extensive, and can be applied to campuses, airports, shopping centres, and museums, for example. Dent Reality’s waiting list