RetailNext, making bricks-and-mortar a little more like e-commerce, raises $30M.

RetailNext, a company that specializes in providing data analysis tools to real-world retailers, has raised a $30 million late-stage round of investment.

This is the company’s fourth round of funding, bringing its total capital raised to $59.4 million.

Strategic (corporate) investors Qualcomm, Tyco, and American Express contributed to the round, as well as Activant Capital Group. Current investors August Capital, StarVest Partners, and Commerce Ventures also contributed.

Online Reputation Startup Traity Raises $4.7M.

Traity, an alumni of Europe’s Seedcamp and Silicon Valley’s 500 Startups, has big ambitions. It wants to become the standard for online reputation, an opportunity surely missed by eBay’s reluctance to make its reputation scores transportable back in the Dot Com days. Today the Spain, Madrid-based company is announcing a $4.7 million series A round led by Active Venture Partners to help fuel that mission.

Smart Garden Sensor Edyn Moves Past Kickstarter Goals, Eyes Android

A month ago, I wrote about an Internet of Things soil sensor called Edyn that tracks light, humidity, temperature, soil nutrition and moisture data for gardeners.

The company, which first launched at TechCrunch Disrupt last year, beat their initial $100,000 goal for a first production run on Kickstarter. They’ve got close to $300,000 from backers and have made a few adjustments to the product based on backer feedback with six days left to go in the campaign.

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