Online custom framing service Framebridge, in a push to expand its business and enhance its technology platform, has raised $7.7 million in Series A funding, bringing its total raised to more than $11 million.

The new funding, led by New Enterprise Associates and Revolution Ventures, will be put toward product development, product expansion and customer acquisition, the company says. Timothy O’Shaughnessy, former CEO & co-founder of online daily-deal service LivingSocial, also participated in the round.

Framebridge, launched in August and based in Washington, D.C., says it will add to its engineering and business teams, triple the size of its production facilities in Lanham, Md., and soon open a new production center to serve West Coast customers. It currently has 30 employees.

Customers order frames online from the website or via mobile app, with pricing—ranging from $39 to $159—based on art size. Customers upload their art or mail it using Framebridge prepaid packaging to the company’s production facility in Maryland. Once the artwork is framed the e-retailer ships it back to the customer for free.

 “We’ve made custom framing accessible and fun by focusing on a terrific customer experience—both digitally and through our physical product. Today’s investment allows us to continue to innovate our digital experience and expand our production capabilities so that framing with Framebridge is even easier,” Framebridge founder and CEO Susan Tynan said.

“Framebridge is transforming an industry that has been without innovation for hundreds of years and is characterized by a lack of transparency and confusing, expensive upsells,” says Tige Savage, managing partner at investor Revolution Ventures. “It’s remarkable to see what Framebridge has accomplished in less than a year and how they’ve re-engineered the custom framing experience at every step to make it more consumer-friendly, welcoming, and transparent, while also offering prices significantly lower than the incumbents.”

The online retailer says it has framed tens of thousands of items since Tynan founded it in August.