Assisting with funding rounds and commercial support for an expanding customer advocacy digital platform

The Client: Duel

Duel is the UK’s leading brand advocacy platform used by companies including ASOS, Dove and Charlotte Tilbury.  They help brands and retailers increase presence by turning their customers into brand advocates and then using this advocacy to build an emotional connection – ensuring that every element of their marketing, advertising, and eCommerce is more effective.

They were created after their founder, Paul Archer, returned from a trip around the world in a black cab and joined the Webstart Bristol incubator. Since then, Duel have won multiple plaudits from the marketing industry and tech community alike, including being selected for the Oracle Startup Cloud Accelerator Program and the Publicis 90 start-up programme.


How we’ve helped: 

We have helped guide the business through multiple funding rounds as they have grown, the latest of which was a $3m (£2.5m) Seed funding round, led by SuperSeed in 2022.

Our commercial team has supported the team with drafting and negotiation of customer contracts with brands such as Victoria’s Secret, Pandora and Charlotte Tilbury and ensuring GDPR compliance.


Click here to find out more about our specialism in technology.

What they say about us

“Roxburgh Milkins have been great to have on our side as we’ve grown the business - they understand us and have our best interests at heart. They’re not like usual lawyers and give us down to earth advice, without picking over the details we don’t need to worry about!”

Paul Archer
Co-founder & CEO, Duel 

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