Fits.me and Clothes Horse, virtual fitting room solution providers, have merged.

The merger represents the first major consolidation in the area of how to improve fit for consumers of apparel merchandise.

Clothes Horse, which launched its Web site in 2012, uses algorithms to help solve the consumer conundrum of finding the right fit when purchasing apparel online. Based in New York, it had signed on as clients Ministry of Supply, Frank & Oak and Gant. Vik Venkatraman and David Whittemore, cofounders, are among the Clothes Horse team members who will continue with the merged firm to work with the Fits.me management team.

Fits.me is a London-based firm that counts Hugo Boss, IconStyle and Thomas Pink as its retail clients in the U.S.

James B. Gambrell, chief executive officer of Fits.me, said, “Clothes Horse will become a wholly-owned subsidiary to become the foundation for a more aggressive North American expansion.”

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