About

Fashion decisions, argued from measured data

Coord builds the agents that read a market by the garment rather than by the product title, so a range is argued from what is happening, not from what happened last year.

Our mission

Give every fashion team the market view the biggest ones already have.

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 surface it 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 market intelligence

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 the product has now.

Managed Agents

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.

So Coord reads the picture: colour, cut and cloth measured off the photograph rather than read off the product title.

Colour Intelligence

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.

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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.
Kristina Mills-Barrett
Global VP of Customer Success at EDITED for 11 years

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's garment reads solve: knowing 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.