Online fashion retailer Asos has launched an accelerator for tech startups, in partnership with Telefónica’s Wayra UK.

The program is looking for mature startups working on technology which can accelerate the pace of innovation within the fashion technology space, making the customer experience easier, more enjoyable, and more personalised.

This is limited to the eCommerce side of things – improved product search, app and web experiences, and new ways of understanding and rewarding customers – rather than products, so wearable start-ups looking to get a start in the fashion world would be better turning to Topshops own recently-launched tech accelerator.

A select number of start-ups will be offered direct investment, along with office space within Wayras London base for eight months, with mentoring from both Asos and Telefónica.

“Asos has always been known as a digital leader and this partnership will help us continue to serve the needs of our customers as they evolve,” said Asos CIO Cliff Cohen. “There are specific areas where we would like to accelerate innovation, but we are also excited to hear what ideas come back from the start-ups themselves. The potential here, for Asos, our customers and the companies we end up working with, is huge.”

Interested start-ups can apply here until the Monday 23 May deadline.