Feb 22, 2017
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Masai partners with Fits Me to support its ecommerce growth

Feb 22, 2017

Danish womenswear brand Masai has teamed up with Fits Me to create a more personalised shopping experience and help online customers pick the right size.


Fits Me is a Rakuten company that has developed a solution to help retailers minimise customer returns through a fit recommendation tool. This is supported by a rich data set of insights on body shapes and personal preferences of shoppers, as well as a team of garment technologists who work together with brands to evaluate feel and fit of clothes.

"Masai has enjoyed great success over the years and built a real following of brand advocates. As we seek to build on and grow this loyal customer base, we’re confident that Fits Me is the perfect partner to help us take our fashion online," said Brian Anderson, head of eCommerce to Essential Retail.

The brand, founded in 1992, is sold in over 1,300 independent retailers and department stores in 25 countries and has 26 stores in Denmark, Sweden and Norway.

The business has also a transactional website, which currently ships only to addresses in Denmark and Sweden. An e-commerce platform is expected to launch in the UK in late 2017.

The partnership with Fits Me will support Masai’s growth plans and improve conversion rates, as customers will be offered the products most suited to them based on their age, weight and height. Fits Me also provides retailers with a deeper understanding of their customer profiles including body shape and preference.

“We’re thrilled to be working with Masai as they seek to expand their online offering. Our partnership will see ‘fit’ as a core service, embedded at the heart of the online purchase journey, and support the company’s growth plans with improved conversion rates and customer satisfaction," said Fits ME CEO Stuart Simms.

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