Croissant is a fintech platform with a mission to empower intentional commerce.

$24 million by Croissant is a large seed round you might think, but it looks like Croissant is owned by a large financial institution which uses its portfolio as a kind of marker into investing in alternative asset classes.  In particular, Croissant is partnered with fashion and luxury brands and offers consumers a QUOTE guaranteed buyback price at checkout time, in case a consumer might want to resell the product later.  Which I guess would  be great, except if you read the fine print where it says that the guaranteed buyback price is more of a suggestion than a guarantee.  Isn’t this a dark pattern posing as a business model?

Given this, I would expect that all of this funding is not venture capital, but perhaps is structured more like a debt facility.

I mean, go ahead and try to Google croissant, I dare you.  What goes into the decisions to name a brand after something else well known?  Perhaps they were just excited to acquire the croissant.com domain.

Business Wire: Fintech Platform Croissant Launches with $24 Million in Initial Funding and a Mission to Change the Future of Commerce