Amazon Competitor Rakuten Acquires Virtual Try-on Service Fits.me

The Japanese etailer is planning to incorporate Fits.me's sizing technology into a number of its e-commerce and marketing products.
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Eliza Brooke
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The Japanese etailer is planning to incorporate Fits.me's sizing technology into a number of its e-commerce and marketing products.
Photo: Imaxtree

Photo: Imaxtree

Monday delivered some interesting news on the e-commerce front: the Japanese Amazon competitor Rakuten has acquired London-based startup Fits.me, one of a number of software companies trying to help shoppers order the right clothing sizes online. The latter announced the deal on its website, noting that it will continue to operate as an independent business within Rakuten.

Fits.me allows shoppers to "try on" clothes via virtual fitting rooms. On a product page like this one, shoppers can enter their measurements, and see how a dress or a shirt fits a 3D model with their same proportions (see below).

Fits.me in action. Screengrab: Michaela Jedinak

Fits.me in action. Screengrab: Michaela Jedinak

Just last December, Fits.me acquired one of its competitors, Clothes Horse, which not only diversified its product offerings but also gave it better reach into the U.S. market. (Clothes Horse's approach to sizing is quite different, offering up sizing recommendations based on how other brands fit.)

Rakuten, meanwhile, launched a U.S. fashion site last October

According to a rep for Fits.me, the entire team will be staying on through the transition, including the founders and CEO James Gambrell. (Not only that, but the operation is hiring.) Unsurprisingly, Fits.me is planning to incorporate its tools into a number of Rakuten's e-commerce and marketing services — which also gives Fits.me access to a much larger pool of shoppers. Seems like a win-win to us.