HandsPick.com, a fashion apparel and accessories ecommerce brand has rebranded to DoneByNone.com. Seedfund had picked up a minority stake by investing in HandsPick.com. It is to be noted that the company name has also changed from Intuitent Online Venture to Netcraft Retail Solutions. Reports suggested that Seedfund had pumped $2 million in what is most likely a Series A round.

Mahesh Murthy, founding partner of Seedfund told India Digital Review that there was no pivoting or re-pivoting. “The investment was always on condition that we pick a new brand name with a clear attitude and statement, for a particular demographic. The company is the same and the focus - ladies' fashion brand - is also the same,” said Murthy.

Founded in February 2011 as HandPick.com, the people behind DoneByNone are a seasoned team of professionals. The team is led by Amarinder Dhaliwal, former vice president of ecommerce at Bennett, Coleman & Co-owned Times Internet. The other two co-founders are Vijay Misra, earlier director-brands at TCNS Clothing Co, and Vijesh Sharma, who was earlier product head-ecommerce at Times Internet.

The investment by Seedfund is from its $54 million Fund II, which was raised last February. It closed calendar year 2011 with 10 deals and an investment commitment of $20 million. The last deal that it had announced was a $1 million investment in Mumbai-based financial information and analytics startup Heckyl Technologies. The firm’s only ecommerce investment last year was men’s fashion site Fetise, in which it invested $5 million.