LONDON — Metail, the London-based firm that develops online fitting room technology, will today announce the completion of a $12 million funding round.

 

TAL Apparel, part of the TAL Group, a Hong Kong-based garment manufacturing firm, led the round and its chief technology officer Delman Lee will join Metail’s board. Existing Metail investor John Gleasure, commercial director of Perform Group Plc, a sports media firm, also contributed to the investment and joins Metail’s board.

 

The investment takes Metail’s total funding to $20 million since its 2008 launch.

 

Metail’s founder and chief executive officer Tom Adeyoola said that the investment will enable the brand to “expand our global presence and develop our mobile offering,” adding that he aims for Metail to become “the Google of sizing and shape.”

 

Metail enables online shoppers to create a virtual 3D model of themselves using their measurements so they can virtually try the clothes on online, with the aim of increasing their confidence in buying online. 

 

Metail works with clothing brands, including Warehouse, Clothing at Tesco and House of Holland in the U.K. and SingTel in Singapore, to incorporate its technology into their Web sites.  

 

Metail said its mobile version is set for release early next year and that the investment will also be used to expand its overseas presence. The company plans to grow across South America, Asia and Europe, where it’s already present, before eventually launching in the U.S. The firm also intends to expand its 40-strong team and, in the future, move into creating a virtual model for men.

 

Lee commented: “Metail shares our values on data, R&D and sizing. We look forward to seeing the positive impact they will have on our industry and … helping them with the eventual move into men’s clothing.”

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