Virtual fitting room provider Fits.me has signed deals with three more UK brands, John Smedley, Avenue32 and Henri Lloyd, since the start of the year. Dutch retailer Mexx is to add a virtual fitting room to its online store and Boden in Germany is extending its use of Fits.me’s Virtual Fitting Room.

Heikki Haldre, co-founder and chief executive of Fits.me, says: “Retailers are looking for proven ways to reduce the number of garment returns they are getting from online clothing shoppers. They also want to give customers the confidence to make a purchase by showing that an item will fit them properly. They’re choosing Fits.me because they want a genuine ‘fit’ solution.”

The company is also developing a mobile-optimised version of the Fits.me Virtual Fitting Room. Haldre said. “Shoppers do not see e-commerce and m-commerce as separate strategies and nor do retailers. We are aligning ourselves with these objectives to provide a multi-channel virtual fitting room environment.”

In February, the company launched a new version of its flagship, photo-accurate Fits.me Virtual Fitting Room service and announced its brand new Fit Advisor recommendation engine. Fit Advisor is a complementary service to the Fits.me Virtual Fitting Room, enabling retailers to provide customers with fit recommendations and fit information without the need for extensive photography.

To address growing interest from across Europe, Fits.me opened offices in France and Germany last month. The company’s clients include Adidas, Barbour By Mail, Boden, Ermenegildo Zegna, Hawes & Curtis, Hugo Boss, L.K.Bennett, Otto, Pretty Green, Superdry and Thomas Pink.

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