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: 136 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 — 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, now a Coord advisor
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, an advisory board drawn from the businesses this product is built to read, and a set of angels who have run the operations it measures.
Founders
Sasi Aaruvan
Co-founder and CEO
Three years at EY-Parthenon as a senior strategy consultant, on M&A, operational due diligence and cost assurance across consumer, retail and infrastructure — a £70m Kingfisher carve-out, the GSK Haleon spin-out, the Kantar divestiture out of WPP, and cost assurance behind Pizza Express's refinancing. That work was reading a business from the outside, on a deadline, and being right about it. Coord is the same job run continuously, on the fashion market.
Daniel Mafakheri
Co-founder and CTO
Electronic engineering at the University of Surrey, and team lead for the electrical power systems subsystem on its UKSEDS satellite design entry. Built embedded AI at Bina Robotics — sensor systems holding a concrete-printing robot inside tolerance — and computer vision on Seoul National University's humanoid robotics programme, including real-time sign-language detection and translation. Coord Lens is that problem in another domain: reading what is actually in the picture.
Team
Kaysh Suganthan
Founder's Associate
Builds the trend-detection and content engine — the side of the product that reads what a market is saying rather than what it is pricing.
Martin Osz
Software Engineer
Builds Coord's applications, from the consumer wardrobe app the company started with through to the surfaces the intelligence is delivered on.
Angel advisors
- Richard LorettoAngel advisor
Director of Circular Economy at Amazon, a team he proposed and then set up; previously Avon, Unilever and Procter & Gamble.
- Susanne VannerAngel advisor
Partner in Transaction Strategy and Execution at EY-Parthenon and its Customer Competency Lead, on value creation through the deal — sales, service and operations. More than twenty years across global and FTSE businesses.
Our advisors
Six operators from across fashion retail — merchandising, trading, design, measurement and the software that serves them. Each recorded a conversation with us about how the decisions actually get made.
Kristina Mills-Barrett
Global VP of Customer Success at EDITED for 11 years
Jeremy Stevens
Two decades trading retail — Very, Matalan, Holland & Barrett
Nina Mirtaheri
Nearly a decade at ASOS, in merchandising and insight
Ginny Johnson
Seven and a half years at Google, on product measurement
Richard Loretto
Director of Circular Economy at Amazon; Avon, Unilever, P&G
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.