Fashion startup Atorie raises $9.5M to sell 'dupe'-adjacent luxury goods

Fashion startup Atorie announced Thursday a $9.5 million seed round with investors including a16z speedrun, Night Capital, and Lightspeed Ventures’ Jeremy Liew. The company sells handbags and clothes made from the same materials — and in the same factories — that high-end manufacturers use, at a fraction of the price: an Italian leather handbag might cost a few hundred dollars, compared to the thousands a brand like Prada or Louis Vuitton would charge for a similar item.

The startup arrives as “dupe culture” has grown more popular and the luxury sector has faced backlash over steep post-pandemic price hikes, pushing younger consumers toward cheaper, near-identical alternatives to high-end goods. Co-founder and serial entrepreneur Redouane Ramdani said Atorie’s products are mostly not dupes: “It’s the same material, same craftsmanship,” he said. “It’s coming from the same factories.” He also doesn’t consider Atorie fast fashion, calling it “slow” instead.

Before Atorie, Ramdani built the creator platform Snipfeed, which was acquired in 2024. Growing up in France in a family that worked in luxury manufacturing, he had long wanted to build something in that industry — but by the time he sold Snipfeed, the sector had changed. Traditionally, brands like Ralph Lauren brought their own designs to factories, committing to large minimum orders that often led to overproduction and left factories exposed if a brand pulled out. Now, Ramdani said, the best factories increasingly have their own design and product-development capabilities, letting them adapt designs quickly and produce in smaller batches — with AI helping identify which products are likely to sell before committing to large runs, reducing overproduction and letting factories diversify beyond a handful of big customers.

That shift led Ramdani to team up with Luis Angulo to launch Atorie, which he compares to Quince, the retailer known for high-quality, low-priced goods. The company uses AI to analyze fashion trends, test color options, estimate consumer demand, and predict material shortages so factories can stock up in time; on the consumer side, an AI agent helps shoppers build outfits and learns their habits over time to suggest what to buy next. Ramdani said Atorie is already seeing increased sale referrals from platforms like ChatGPT and Claude.

Atorie ended last year with around $5 million in sales and expects to reach an annualized run rate north of $55 million this year, working with more than 40 factories across the world. The company’s goal, Ramdani said, is to become an alternative to Zara. The new funding will go toward logistics, AI tools, and production, plus an in-house product line and creator partnerships to help influencers launch their own clothing lines.

Why it matters

Atorie’s bet is that AI-assisted demand forecasting can let factories skip the overproduction that traditionally justified luxury markups — if that holds at scale, it’s a supply-side argument for cheaper luxury-adjacent goods that doesn’t rely on counterfeiting or brand dilution.