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Svpply (pronounced “supply”), a social shopping service that helps users discover new products, announced today that it has raised a $550,000 seed round.

The service takes an innovative new approach to shopping: Instead of working out of a pre-existing catalog, it relies on users’ use of its bookmarklet to tag neat and interesting products they see online. These are then seen by the users’ followers, and curated through the site’s pages for editor’s picks, gift guides, and popular products.

Notably so, the site supports a minimal interface with an intentional focus on the products themselves. With the idea of a pre-existing catalog eliminated, products that gain traction are spread by users themselves.

Svpply was started by Boston-based Ben Pieratt, and later joined in by prolific College Humor cofounder Zach Klein. Investors in the seed round include Ron Conway’s SV Angels, Spark Capital, Founder Collective, Foursquare cofounder Dennis Crowley, and former MySpace co-President Jason Hirschhorn.


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