Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Virtual fitting service Fits.me bought by Japanese etailer

Japanese ecommerce marketplace Rakuten has acquired London-based virtual fitting room business Fits.Me for an undisclosed amount.

Fits.me, which was founded in Estonia in 2010 before relocating to London two years later, is used by a number of UK brands including Thomas Pink, Hawes & Curtis and Pretty Green.

Rakuten will continue to run Fits.me as a standalone business while developing its technology, growing the business and working with existing clients.

Fits.me chief executive James Gambrell will remain in his role, working alongside its original co-founders Heikki Haldre and Paul Pallin.

Rakuten is Japan’s largest ecommerce business, with more than 41,000 merchants selling clothing, electronics, homewares and food and drink on the site.

“Fits.me represents both the fun and functionality of shopping online and is a natural complement to our growing portfolio of e-commerce and marketing services,” said Rakuten founder and chief executive Hiroshi Mikitani. “Not only does the virtual fitting room provide customers with a more realistic shopping experience, it also empowers merchants with the valuable data they need to continually improve their service.”

Gambrell said the acquisition would help to accelerate Fits.me’s growth in Europe, the US and Asia.

@LukeToddUK

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.