This week's virtual pitch showcase featured three emerging eCommerce startups founded in Southern California: Mi Terro, ettitude and Aptitud. FabFitFun Co-CEO and Co-Founder Michael Broukhim joined angel investor Spencer Rascoff for the discussion. dot.LA's Chief Host and Correspondent Kelly O'Grady emceed the event.

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M13, named after one of the brightest star clusters in the Northern Sky, has considerable star wattage of its own and is decidedly the most L.A. of all the L.A venture capital firms.

Co-founders Carter and Courtney Reum together boast around 170,000 Instagram followers and in more normal times frequently post pictures with celebrities at parties or from their travels around the world. Carter has been linked to dating Paris Hilton, who was interviewed by Courtney onstage at the Upfront Summit in January. Sir Richard Branson is a limited partner in the firm as is Arianna Huffington.

But, now that glitz appears on hold as the brothers grapple with a pandemic that hit right as the Santa Monica early-stage consumer technology firm was in the midst of deploying the $175 million in its second fund. COVID-19 has hurt consumer companies especially hard, including once high-flying brands in M13's portfolio like Bird, FabFitFun, and ClassPass (M13 is also an investor in dot.LA.)

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The subscription box service FabFitFun has laid off around 20% of its employees as the company looks to sharpen its "focus on areas that drive the most value" and build itself as a launchpad for brands.

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