Phia

Personal shopping agent connecting shoppers and brands

Phia makes an AI shopping agent for consumers that works inside the places people already shop and weighs in as they decide what to buy. Drawing on more than 350 million products, it steers each shopper to the item that fits and the best price for it. The other side of the business is brands: over 9,600 contemporary, resale and luxury labels partner with Phia, together representing billions of dollars in yearly merchandise sales. For them it brings in new customers, lifts conversion and order size, and halves return rates. Launched in April 2025, Phia passed 1.5 million users in just over a year.