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Metail secures £2.6m funding

Virtual fitting room startup Metail has secured £2.6m in funding, which will allow the business to expand its development work and increase brand awareness.

Metail secured £2.6m funding, led by New World Private Equity Partners. Investors Stefano D’Anna and John Gleasure, co-founders of digital sports rights company Perform, also participated in the fundraising.

Metail has previously received over £2.8m in funding, bringing its total to more than £5.4m.

Chief executive and founder Tom Adeyoola said: “This new round of funding enables us to increase our brand awareness and operational presence on a local and international level. It also allows us to expand the development work led by our team in Cambridge”.

This comes as Sarah Walter, the founder of now defunct Style-passport.com, joined the business as chief creative officer.

Walter spent nine years at New Look as head of fashion communications and then three years in the same role at River Island before launching Style-passport two years ago. The site, which sold holiday wear, collapsed earlier this year after failing to secure new investment.

Before moving into communications, Walter held various roles at magazines including fashion editor at Harper’s Bazaar, fashion director at Marie Claire and accessories editor at Vogue.

She said: “The talented team and the huge potential of this product are the reason I have joined Metail. I’m really excited about developing the consumer proposition alongside this innovative technology.”

Founded in 2008, Metail develops online body shape and garment fit visualisation technology.

The company’s technology has been used by retailers including Warehouse, Tesco, Shop Direct and Zalando.

Readers' comments (1)

  • Although interestingly, no longer used by Tesco, (why is that?) so will be interesting to see if it works with Warehouse.

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