A behavioral shift is underway. The rise of generative AI has conditioned consumers to expect answers. The frictionless convenience we associate with ChatGPT – asking a question and receiving a direct, confident reply – is re-shaping expectations across every vertical, including shopping.
Enter Plush: the AI-native fashion marketplace reimagining how people discover, decide, and buy. Built for this new “answer-first” world, Plush allows users to ask natural questions like, “What should I wear to a wedding in France?” and receive curated, shoppable, and personalized results tailored to their taste, body type, and lifestyle – instantly.
Plush’s proprietary hybrid AI search engine combines semantic precision with aesthetic fluency. This approach enables nuanced, highly contextual results that mirror human intuition, whether you’re asking for “a romantic silk blouse with pastel tones and Victoria Beckham vibes” or “a chic outfit for a rainy Tuesday in London.”
As early users attest, Plush “nails the vibe – like it read my mind.” That resonance is reflected in the data: over 50,000+ monthly visitors, an average order value of ~ $600 and conversion rates more than 2X the industry average.
The Team
We often talk about the importance of founder-market fit and Plush exemplifies it.
Chang Liu (CEO), previously led data science for DashPass at DoorDash, helping scale the product from 100K to 10M users, before transitioning into product to lead homepage personalization and discovery. That experience is evident in Plush’s intuitive, high-conversion interface.
Ying Zhu (CTO), formerly at Airbnb, built core components of the company’s internal API and observability systems, giving her an unmatched ability to architect resilient, high-performance consumer products.
Together, they’re building not just a product, but a new layer of digital infrastructure for taste; one that’s scalable, data-rich, and deeply human-centered.
Where Plush is Going
Plush’s vision extends well beyond fashion. Over time, the company aims to become the personalized AI shopping assistant for every taste-based decision: from home and beauty to travel and lifestyle. As user profiles evolve, Plush will anticipate needs, surface relevant recommendations, and enable brand partnerships that personalize shopping at scale.
At the Anthemis Female Innovators Lab Fund, we look for founders building at the intersection of human behavior, AI infrastructure, and the digital economy – a space where we believe the next generation of financial and commercial systems will emerge. Plush is not simply building a better marketplace. It’s building a better relationship between people, their preferences, and the products they love.
We’re thrilled to support Chang Liu and Ying Zhu, alongside the Oxford Seed Fund, and couldn’t be happier to welcome Plush to the Anthemis portfolio.
