Index was joined by Greylock Partners in the Series C round, which will enable Notonthehighstreet to expand its team, enhance its website and improve its offering to its partners, which are mostly small British companies supplying clothes and homewares not available in bricks-and-mortar stores.

Ben Holmes, a partner at Index, will join the company’s board. He comments, ‘Consumers are increasingly looking for unique and personalised items, which are ever harder to find in today’s retail market.’

Notonthehighstreet was founded by Holly Tucker and Sophie Cornish in 2006. It initially sold products from 95 small business suppliers, and now works with 1,600.

Existing investors in the company include Venrex and SPARK.