April 30, 2012, 11:19 AM

Eyeglass e-retailer Ditto raises $3 million

Shoppers can virtually try on frames before buying them.

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Online eyeglass retailer Ditto Technologies Inc. says it has raised $3 million in a funding round let by August Capital. Howard Hartenbaum, general partner at August Capital, joins the e-retailer’s board.

Shoppers at Ditto.com can use their webcams to take photos of their faces and then virtually try on frames on the e-commerce site. Those shoppers then can post those images to Facebook to seek comments from friends.

"E-commerce has dramatically evolved across multiple categories including fashion and accessories, yet eyewear remains extremely challenging to market and sell online,” Hartenbaum says. “Ditto’s innovative technology eliminates the hassles and impediments associated with buying eyewear online as well as in stores by giving consumers the ability to not just see how they look and fit, but also ask a trusted source to help select which frames to buy.”

Angel investors along with what Ditto calls “friends and family” also took part in the funding round. Neither Ditto nor Hartenbaum indicated how the capital would be spent.

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