Infinite Reality has officially announced the acquisition of Obsess, a leading platform specializing in the creation of virtual storefronts.
The purchase of Obsess will enable Infinite Reality to incorporate cutting-edge technology and cross-platform distribution capabilities into its ecosystem, further enhancing its e-commerce solutions. Established in 2017, Obsess has developed over 400 interactive 3D stores for major brands such as Ralph Lauren, L’Oréal, Crate & Barrel, e.l.f. Cosmetics, J.Crew, and Disney Music Group. This innovation has significantly reshaped digital retail across industries including beauty, fashion, food, and entertainment.
Neha Singh, the founder and CEO of Obsess, will take on the role of Chief Innovation Officer at Infinite Reality. She will continue spearheading product development aimed at redefining how brands engage with consumers in the digital space.
John Acunto, CEO of Infinite Reality, highlighted the significance of the acquisition, stating:
"Obsess has demonstrated its expertise in building virtual stores for top-tier brands, which presents us with tremendous opportunities. We share the vision of evolving outdated 2D shopping experiences to enhance key e-commerce metrics while making online shopping more engaging and personalized."
Utilizing its proprietary CMS with advanced 3D editing and rendering functionalities, Obsess creates interactive virtual storefronts that seamlessly operate across:
By integrating with iR Studio (a low-code SaaS solution) and Infinite Reality Enterprise (an agency specializing in immersive services), the company is set to strengthen its standing in the immersive technology sector.
This acquisition marks Infinite Reality’s first major deal of 2025, following a successful $3 billion fundraising round. In 2024, the company allocated approximately $800 million toward strategic acquisitions, including the $450 million purchase of Dubai-based Landvault (now iR Enterprise), a firm that has developed over 1.2 million square feet of virtual environments for clients such as:
Additionally, Infinite Reality has expanded its portfolio with the acquisition of:
These moves reinforce its presence in computer vision, spatial web, gaming, and robotics.
A collaboration with Google Cloud will support the deployment of immersive digital services leveraging AI and spatial computing. Infinite Reality is also advancing its partnership with Warner Bros. Discovery Sports, developing FIM SGP-VERSE, the first socially interactive environment for motorsports featuring streaming and exclusive content.
With these strategic moves, Infinite Reality aims not only to solidify its leadership in the market but also to set new benchmarks in the evolution of the metaverse and digital commerce.
