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Fits.me shifts HQ to London as it sizes up UK retailers

Fits.me, the Estonian firm that provides virtual fitting room technology to etailers, is to move its headquarters to London in readiness for growth.

The planned relocation follows a seven-figure investment boost from venture capital business the Entrepreneurs Fund.

Fits.me, used by UK brands to give shoppers a realistic impression of how clothes will fit, has now raised €4.2m (£3.5m) since its launch in 2010.

Chief executive officer Heikki Haldre said the additional capital would help to accelerate the delivery of its virtual fitting room services, as well as helping to bolster sales and marketing resources to fuel Fits.me’s growth.

He added: “It will help with the expansion of our marketing activity. We get around 20 to 40 retail enquiries a week and we need to expand our operations.”

The London office, due to open in three months’ time, will employ sales and managerial positions.

Fits.me’s office in Estonia will remain the base for its engineering, production and operations divisions but the London headquarters will allow the company to have closer contact with UK retailers as it moves towards increasing the number of retailers it works with.

British companies including heritage label Barbour, shirtmaker Thomas Pink and young fashion brand Pretty Green already use the Fits.me technology, which features a ‘bio-robotic’ function that renders garments onto a mannequin mimicking a person’s shape, giving a more realistic impression of fit.

Haldre said the company was working with about 14 retailers at present and was hoping to grow this number rapidly, although he could not provide any target figures.

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