Bother secured £4.4 million investment from Sun Hung Kai & Co and Venrex Investment Management

Bother, a London, UK-based startup building an online grocery delivery business, announced that it secured a funding round of £4.4 million ($6.1M).

The money was raised from investors including Hong Kong-based Sun Hung Kai & Co and London-based Venrex Investment Management.

Bother, founded in 2019 by CEO Douglas Morton, is building an ecommerce business under a model called ‘Shop Simple, Live Smart’ that adheres the consumers to buy fresh produce locally and grocery items.

The company also says that it isn’t focused on getting groceries to customers quickly as it aims to replenish household supplies before they run out, using an internal tool called Bother Brain that learns about its customers and what they are likely to need and when. It puts the product in the basket and the user just needs to approve it, getting it ready for free next day delivery.