Farfetch has acquired an AR startup, Wannaby Inc, which has developed technology allowing users to virtually try on shoes, accessories and cosmetics. Farfetch already uses this technology widely on its online platform for the sale of premium fashion brands. The deal was closed in April and aims to expand and scale the virtual try-on capabilities of the platform.

Sorainen advised Farfetch on local law aspects related to the acquisition of Wannaby Inc. The Sorainen team was led by partners Maksim Salahub, Sergej Butov and Evaldas Dūdonis, and included, among others, associates Yuliya Sushchanka, Anastasiya Smirnova and Ana Šurpickaja, and senior associate Aurelija Daubaraitė.

Wanna was established in 2017. Its first product was Wanna Nails, enabling virtual trying-on of nail polish, which was followed by Wanna Kicks: an application which, using augmented reality, allows users to try on sneakers. In 2020, Wanna Kicks won in the AR category at the Product Hunt Golden Kitty Awards. Wanna’s technologies have been used by the marketplace Lamoda as well as by the brand Gucci.

Farfetch was established in 2007 in Portugal, and currently connects customers in over 190 countries with goods from over 1,400 of the world’s best brands.