(Yicai Global) Oct. 18 -- Online fresh food retailer Urfresh.cn, operated by Zhejiang Jialin E-Commerce Co., has secured CNY100 million (USD15.1 million) in B+ financing led by Haier Capital and its original investors, including Capital Today and Fengshion Capital, online media outlet Jiemian News quoted founder Zhu Pengcheng as saying.
The firm will also gain strategic support from Haier Capital's expertise in staffless retail equipment and smart kitchens, Zhu added.
Haier Capital is the venture capital arm of Chinese home appliance giant Haier Electronics Group Co. [HKG:1169].
Urfresh.cn provides fresh food sales and delivery within one hour to white collar consumers in cities. The company also entered the staffless retail sector in September when it began installing vending machines in office locations.
The combination of Haier's smart life model and Urfresh's professional supply chain will create a better lifestyle for consumers, said Zhang Miao, managing director of the venture capital firm.