Tokyo-based shopping app Origami today announced a JPY 1.6 billion (US$13.3 million) series B funding round led by SoftBank Group, Credit Saison, and angel investor Makoto Takano.

In addition to the new investment, the eCommerce startup has also partnered with SoftBank Group and Credit Saison to boost its online-to-offline (O2O) focused mobile shopping experience.

Origami unveiled its mobile app in April 2013. It allows users to follow their favorite retailers, receive updates on new releases in a personalised feed, and ultimately purchase products in-app or in-store. Already, more than 800 brands feature and sell their wares on Origami. The number seems a bit small after launching two years ago, but the startup appears focused on high-end and lesser-known boutique outlets.

Origami founder and CEO Yoshiki Yasui told Tech in Asia the new money will be used primarily for recruitment and enhancing the user experience.

“We are thrilled to have such world-class investors joining us,” he says. “Our goal has always been to make the shopping experience more seamless and social, and these new partners understand the importance of this in the global commerce world. We will continue to focus on recruiting to create a great team, and build the next generation of product that we’re excited about.”

Within SoftBank Group, Origami will be working directly with group companies SoftBank Mobile and Generate, both of which are experienced in digital marketing and the implementation of O2O shopping experiences. Each company has been involved in O2O initiatives that use the parent company’s CouponGate technology. With CouponGate terminals installed at more than 40,000 retail locations in Japan, Origami’s own O2O push is set to benefit.

The alliance will create campaigns using Origami that allow users to claim sample products and discount coupons when they visit retail stores, the company said in a statement.

“Authentication of store visits will be conducted using the CouponGate technology which will also allow for the accumulation of data with a view to offering tailored content in line with each user’s interests and preferences.”

The partnership with Credit Saison will not only give Origami access to new payment solutions, but will also provide assistance with acquiring new partner shops and gathering big data about users. Credit Saison operates two popular credit card brands, Saison Card and UC Card, with more than 35 million cardholders (11 million of which are registered online).

Origami, available for iOS and Android, raised US$5 million in series A funding from Japanese telco KDDI and Digital Advertising Consortium (DAC) back in 2013. The startup also previously partnered with Conde Nast Group, publisher of Vogue Japan, GQ Japan and Wired.

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