Serena Williams' Starfire Ventures Leads $3 Million Seed Round for Presale Fashion Platform Trace
Starfire Ventures, co-managed by Serena Williams and Beth Ferreira, has led a $3 million seed round for the fashion startup Trace. The platform enables consumers to pre-arrange rentals or sales on apparel prior to purchasing items directly from retailers. The investment marks another strategic move by Williams to support innovation across retail and consumer tech.
Tennis icon and entrepreneur Serena Williams continues to expand her venture capital footprint. Starfire Ventures, the venture capital firm co-managed by Williams and general partner Beth Ferreira, led a $3 million seed funding round for the newly unveiled presale fashion platform Trace, according to a report by AfroTech citing Women's Wear Daily.
The early-stage investment round also saw participation from Shakti VC, as reported by AfroTech. Starfire Ventures, which previously operated under the name Serena Ventures, committed capital after identifying strong market potential, a novel commercial framework, and solid leadership at the helm of the business.
Trace operates as a mobile web platform and native application created by co-founders Katie Pfleger and Ella Rubin, both graduates of Harvard Business School. Prior to establishing the startup, Pfleger worked at Etsy, while Rubin contributed to the rollout of Walmart Online Grocery, according to WWD's reporting.
The marketplace aims to disrupt traditional resale behavior through a model centered on presales. Instead of waiting until clothing sits unused in a closet, Trace allows users to generate a listing before committing to an initial purchase by simply pasting an online product link. Artificial intelligence then pulls the retail product information directly to build the listing within seconds, AfroTech reported.
Through this structure, prospective buyers can gauge whether other shoppers are interested in renting or purchasing the garment after them, effectively distributing the overall expense. Under the company's fee structure reported by WWD, secondary buyers pay a 10 percent service fee along with a $3 buyer protection fee, while original listers pay no commission on that transaction. For rental arrangements, renters are charged a 10 percent service fee alongside a $5 to $12 protection fee, while the original lister is charged a 15 percent commission.
Pfleger and Rubin explained to WWD that standard resale channels often rely on garments consumers already own and want to discard, even though peak interest in designer and trending items typically occurs much earlier when pieces are newly released or popular on social media. By capturing intent prior to purchase, the co-founders aim to tap into real-time retail demand.
Williams expressed strong confidence in the venture, telling WWD that the platform is transforming how people shop. Starfire Ventures also celebrated the transaction on LinkedIn, sharing that the firm backed Trace because of its commitment to streamlining the resale process for everyday consumers.