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Boundless, a fast-fashion cross-border DTC brand, recently announced that it had completed a nearly $5 million Pre-A round of financing last year. This round of financing was led by BAI Capital, and the old shareholders Kuanzhai Venture Capital and Yisan Capital participated in the investment. It is reported that this round is the third round of financing completed by Boundless, which was established in 2021. Previously, it received two rounds of investment of tens of millions of RMB from Yisan Capital, Kuanzhai Venture Capital, and Fengrui Capital. The newly raised funds in this round will be mainly used for the further improvement of the supply chain, system research and development, and the reserve of capital flow.

Talking about his entrepreneurial experience, Zhang Chenfan, founder of Boundless, has been involved in independent stations in the United States since 2012. And in 2013, he founded LUX, an American living and home furnishing brand, which has received millions of dollars in investment from IDG Capital and Fengrui Capital. In 2014, as an agent of local European and American furniture brands in the United States, Zhang Chenfan came into contact with cross-border e-commerce and began to replicate China's mature supply chain and logistics system to the United States. Years of working experience have made Zhang Chenfan keenly aware that with the maturity of the cross-border e-commerce industry, cross-border DTC has become an irreversible trend.

During his startup in the United States, Zhang Chenfan met Rex, the co-founder, and CGO of Boundless. Rex, who also has many entrepreneurial experiences, has been engaged in the development of VR virtual reality content, served as a lecturer in the Virtools interactive course, and founded the STARY electric skateboard company, which has sold its products to 48 countries. In 2020, Rex joined Fengrui Capital as a consumer goods investor. Both founders highly affirmed the development of China's cross-border e-commerce track and the completeness of China's supply chain. At the same time, they also saw the opportunity for brands to go overseas. In 2021, Rex and Zhang Chenfan co-founded Boundless.

In terms of the main business, founder Zhang Chenfan said that as a fast-fashion cross-border brand focusing on DTC, Boundless focuses on building non-standard brands. At present, the company owns 3 non-standard independent station brands including Jouer, 404, and R!CH. The products cover clothing, accessories, 3C accessories, and other categories. It is reported that Jouer is a brand specially created for young women who pursue fashion, while 404 is mainly for the pioneers who pursue "non-mainstream culture", and R!CH is dedicated to serving black people or consumers who love black culture. In addition, the main source of revenue of Boundless in the early stage is to obtain profits through self-operated model sales. In the future, it will consider gradually opening up brands to settle in.

As a fast fashion cross-border brand mainly in the European, North American, and Latin American markets, Boundless has experience in overseas brand building, overseas localized operation, and domestic supply chain building. At the same time, the company has established a technology-driven self-owned traffic acquisition system to accumulate private domain traffic and efficiently manage and operate users. In terms of the supply chain, the company gradually transforms the structure and efficiency of the domestic non-standard supply chain by using front-end traffic and customer orders, so as to create a flexible supply chain that can realize shallow inventory delivery.Regarding future development, Zhang Chenfan said that Boundless will still aim to improve the supply chain and reach more users in the future, through social media platforms, apps, phone calls, emails, and other channels to explore, accumulate users, and better understand user needs by analyzing their preferences and consumption habits, laying a solid foundation for the diversified and precise layout of brand products in the future. At the same time, in terms of market layout, Boundless will further expand mature markets such as Europe and the United States, as well as emerging markets such as Latin America.