About
Where fashion instinct meets measured proof
Coord builds the agents that read a market the way a buyer would, so a range is argued from what is happening, not from what happened last year.
Our mission
The best merchandising decisions are already visible in the market: in what is dropping, what is discounting, and what is quietly selling out. Our work is to make that legible early enough to act on, for teams who do not have an analyst bench to go and find it.
Our story
From a wardrobe app to a decision layer
2025
An app that answered the wrong question
Coord started as a consumer product, a virtual wardrobe that helped people work out what to wear, what to buy and what to trade. The thesis was that better information would produce better decisions, for shoppers and for the brands selling to them.
It produced information. Whether anything happened as a result was a different question, and the honest answer was usually no. So before building anything for the trade, we went and asked. Over a hundred discovery interviews with buyers, merchandisers, traders and the people who sell them software.
2026
Agents instead of dashboards
The first business version was a dashboard, and nobody opened it. A dashboard asks you to go and look; the market moves whether or not you did.
So the product became a team of agents that watch continuously and bring you the change, which is the shape Coord Atlas has now.
2026
Reading the garment, not the label
Text alone could not tell us that three retailers were selling the same shade under three different names, or that a silhouette was spreading across a market.
Coord Lens is the answer to that: colour, cut and cloth measured off the photograph rather than read off the product title.
2026 to present
Early access, in small groups
Coord is open to a small number of founding teams while the agents scale, with competitor sets built alongside them rather than configured by them.
What gets built next is decided by the brands using it now.
Kristina Mills-Barrett
Global VP of Customer Success at EDITED for 11 years
It’s the most comprehensive end to end view of how the retail industry could be improved, based on how the industry currently works, that I’ve ever seen.
Who is behind Coord
A small team in London, a set of angels who have run the operations this product measures, and an advisory board drawn from the businesses it is built to read.
Founders and team
Sasi Aaruvan
Founder and CEO
Three years at EY-Parthenon on M&A, due diligence and cost assurance. Clients included ASOS, Topshop, Designer Exchange, Pizza Express, Kingfisher, GSK Haleon and Kantar, among other fashion retailers and brands.
Daniel Mafakheri
Founder and CTO
Electronic engineering at Surrey, and embedded AI at Bina Robotics. Built computer vision on Seoul National University's humanoid robotics programme, which is the same problem Coord Lens solves: reading what is actually in the picture.
Kayshale Suganthan
Growth and Marketing
Works with fashion retailers and Mini DOS clients to get Coord's AI native tools into their stack, and to turn what they surface into decisions their marketing teams can act on.
Martin Osz
Software Engineer
Works with Daniel and the offshore team on the consumer app, shipping the updates and improvements its users ask for.
Angel advisors
Richard Loretto
Angel advisor
Former Head of Circular Economy at Amazon, a team he proposed and then set up. Previously Avon, Unilever and Procter & Gamble.
Susanne Vanner
Angel advisor
Former Partner at EY-Parthenon, in Transaction Strategy and Execution. More than twenty years across global and FTSE businesses.
( Insight Series )
Conversations with the people making the decisions
Operators from across fashion retail on merchandising, trading, design and measurement, and on the software that serves them.
14 minWhy Retail Software Fails | 11 Years Inside EDITED
A decade of watching retail software land or fail to, and the failure patterns that repeat.
Kristina Mills-Barrett, Global VP of Customer Success at EDITED for 11 years
12 minData Gives You the What. Not the Why.
Triangulating sources that disagree, weighting variables, and why correlation keeps getting sold as causation.
Jeremy Stevens, Two decades trading retail at Very, Matalan and Holland & Barrett
16 minWhy Retailers Drown in Data But Can’t Act On It
Merchandising at ASOS from printed packs of paper to a multibillion pound business, and what never got easier.
Nina Mirtaheri, Nearly a decade at ASOS, in merchandising and insight
11 minMeasurement, Growth Walls and the AI Trap
What product measurement actually means, and what goes wrong when a company picks a solution before it has a problem.
Ginny Johnson, Seven and a half years at Google, on product measurement
16 minHow Amazon Made Returns Pay
Turning a warehouse of returns into a business, and whether resale is really the answer to fashion’s waste problem.
Richard Loretto, Former Head of Circular Economy at Amazon; Avon, Unilever, P&G
14 minMaterial Led Design in an AI World
Cost as the real constraint on quality, and the variety paradox that makes a wider range a weaker one.
James Thompson, Designer at McLaren; previously On and PUMA
Born in Britain.
Coord is built in London, on the UK market: the Companies House register, the brands trading here, and the buyers making calls against them. The agents watch every market our customers sell into.
Want to help build the agents fashion actually needs?
Early access
Put your agents on your market first.
Fashion brands are joining in small groups while we scale the agents.