Pomelo Fashion Co Ltd., a Thai fashion e-commerce startup, has raised $52 million in a Series C funding round.

The investment was made by Central Group, Provident Growth Fund, InterVest Star SEA Growth Fund, Lombard Private Equity, Ambient Sound Investments OU, individual backers and others.

With the new capital raised, Pomelo intends to invest heavily in technology, particularly in big data, artificial intelligence for pricing and design, and e-commerce personalisation.

Additionally, the startup also plans to allocate the Series C proceeds towards the expansion of its omnichannel fashion brand across Asia and also develop its supply chain automation platform.