Clippings, a London-based firm seeking to disrupt the design industry by allowing consumers to buy furniture online, has closed a £2.8m Series A led by European venture fund C4 Ventures.

C4 Ventures, which was founded by the former vice president and general manager of Apple, Pascal Cagni, was joined by Fiona Dent, group managing director at Time Inc.

Existing investors Spas Roussev (founding benefactor of the Serpentine Sackler Gallery) and Simon Clausen (founder of PC-tools) furthered their commitment in Clippings.

Clippings CEO and co-founder Adel Zakout, said: “Today’s interior design industry is fragmented, inefficient and has yet to fully leverage the opportunities that online technology provides. We’re creating a powerful digital platform to disrupt this industry and ultimately create a far better experience for its customers.

“Hundreds of design brands and thousands of customers are already part of the Clippings story and today we’re happy to announce that C4 Ventures is joining us on that journey too,” he added.

As part of the deal, C4 Ventures will join the company’s board of directors.

Cagni spoke about his decision to invest in the company: “At C4 Ventures, we have been privileged witnesses of how digital technology can disrupt global industries. We believe the interior design industry is ripe for disruption.

“Adel and Tom’s unique insight and experience with this market as well as the powerful yet user-friendly platform they have built makes Clippings uniquely positioned to digitise interior design and dramatically enhance interior designers’ day-to-day work,” concluded the investor.