Clothing recommendation platform True Fit has announced a $25 million round of Series B financing from Jump Capital, Signal Peak Ventures and Intel Capital. The new funding brings total investment in the firm to $40 million, which will be used to serve rising demand and growth in the UK and Europe.

True Fit has built a bank of apparel and footwear data through its partnerships with brands and retailers. The system incorporates local fit and sizing systems, regional body shapes, personal preferences and brand affinities, as well as supporting diverse languages including English, French, Spanish, Italian, German and Dutch.

Through machine learning algorithms, the analytics platform provides personalised recommendations and curates full catalogues of shoes and clothing to match consumers’ fit, style and performance needs.

Commenting on the new investment, William Adler, CEO of True Fit, said: “We’re thrilled to be supported by the incredible investors at Jump, SPV and Intel Capital, who share our vision that it should be just as simple to buy shoes and clothing digitally as it is to buy books, music, movies and consumer electronics.”

True Fit’s user base has exceeded 20 million – it is adding 1.5 million new users each month from its presence on 300 million monthly page views across its retailer network.

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