Infinite Reality (iR) has acquired virtual shopping platform Obsess, as the Extended reality (XR) and artificial intelligence (AI) company seeks to expand and strengthen its position in the digital retail arena.

Founded in 2017, Obsess focuses on immersive commerce technology and has launched over 400 shops and highly visual, discovery-oriented 3D digital experiences across a range of digital retail markets, including beauty, fashion, food and beverage, media and entertainment.

Key clients include Ralph Lauren, L'Oréal, Crate & Barrel, e.l.f. Cosmetics, J.Crew and Disney Music Group.

With the agreement, iR said it will integrate Obsess' advanced technology and multi-platform distribution capabilities into its product portfolio.

iR plans to use Obsess' proprietary 3D editing and rendering technology suite, leadership team, and large list of global retail and brand clients to accelerate its goals of boosting digital experiences and e-commerce, through XR and AI.

“These capabilities, combined with Infinite Reality’s low-code and no-code SaaS solution, and iR Enterprise, iR’s end-to-end immersive services agency, lay a strong foundation to outfit brands and creators with intuitive tools to build, monetise, and effectively measure immersive experiences, all while owning all their data,” the company added in a statement.

Chief executive Neha Singh will step down as Obsess’ chief executive officer and will join iR as chief innovation officer.

John Acunto, co-founder and chief executive officer of iIR said: “Neha (Singh) and her brilliant team share our vision to upgrade the ancient 2D web grid to improve ecommerce KPIs for our clients, and delight their customers with more engaging, dynamic, and personalised experiences.”

Earlier this month, iR completed a $3 billion fundraising campaign, with the deal marking the first acquisition since the capital raise.

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