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§ Private Profile · Boston, MA, USA
True Fit is a technology company.
True Fit operates an AI-driven personalization platform for the apparel and footwear sectors. It leverages a comprehensive "Genome" mapping extensive fit and style data to accurately predict and recommend sizes for individual consumers. This approach enhances the online shopping experience by mitigating fit uncertainty, boosting conversion and minimizing returns.
Co-founded in 2009 by William Adler and Jessica Murphy, True Fit emerged from the challenge of inconsistent sizing and consumers' difficulty finding well-fitting apparel online. Recognizing the need for a data-driven solution, Adler and Murphy sought to bridge the gap between shoppers' preferences and product attributes, enabling confident purchasing.
True Fit serves apparel and footwear brands and retailers globally, providing tools to better understand and serve their customer base. The company's vision is to cultivate a shopping ecosystem where individuals effortlessly discover clothing and shoes that fit perfectly and align with their style, fostering lasting brand loyalty.
True Fit has raised $176.4M across 9 funding rounds.
True Fit has raised $176.4M in total across 9 funding rounds.
True Fit is a Boston-based retail software company that develops the Fashion Genome, the world's largest connected dataset for apparel and footwear, powering AI-driven personalization solutions.[1][5] It serves leading retailers and brands globally by providing personalized fit and size recommendations, helping shoppers discover styles that fit and flatter while enabling retailers to boost conversions, cut returns, and drive digital growth—addressing a core pain point in e-commerce where sizing uncertainty causes up to 30-40% of returns industry-wide.[1][4][5]
The platform integrates seamlessly into e-commerce sites, supporting millions of shoppers across North America, Europe, and beyond, with recent momentum including record growth, expanded partnerships (e.g., New Look, Torrid), and innovations like generative AI tools.[1] True Fit powers more market share than all competitors combined, with Shopify adoption surging 900%, reflecting strong demand amid rising AI personalization trends.[4][5]
True Fit emerged as a big data innovator tackling the "will it fit?" barrier in online apparel and footwear shopping, founded by a team including key executives like the Co-Founder and VP of Operations, Co-Founder for Product & Marketing, CTO/Chief Architect, VP of Engineering, and General Counsel.[2] Headquartered initially in Woburn, MA, and now at 101 Arch Street in Boston (with a London office at Fora, 35-41 Folgate Street), the company built its core asset—the Fashion Genome—by aggregating vast datasets of consumer fit data, product attributes, and real-world purchase outcomes.[1][2]
Early traction came from deploying algorithms that translate on-screen product visuals into accurate fit predictions, restoring shopper confidence and providing retailers with analytics dashboards for personalization.[2] Over nearly 20 years, pivotal moments include global expansion, record growth announcements, and integrations with major platforms like Shopify, evolving from a database manager to an AI leader combating returns through tools like Fit Hub.[1][4]
True Fit stands out in the crowded fit tech space through proprietary data scale, AI sophistication, and proven results. Key strengths include:
True Fit rides the AI personalization wave in e-commerce, where sizing issues drive massive returns (often 30%+ of apparel sales), amplified by post-pandemic online shopping dominance and generative AI hype from big tech.[1][4] Timing is ideal: as retailers like Shopify partners seek data-driven edges amid economic pressures, True Fit's 20-year dataset maturity positions it ahead of newer entrants like Aistetic (2020) or Perfitly (2015).[3][4]
Market forces favoring it include exploding demand for reduced waste/returns (eco-friendly angle), avatar tech integration, and B2B SaaS scalability in a $1T+ fashion e-commerce market.[3][5] It influences the ecosystem by democratizing fit data, enabling smaller brands to compete, and setting standards—e.g., Fit Hub's GenAI pushes competitors toward synthesis over basic algos—while partnering with giants accelerates industry-wide adoption of predictive fit.[1][4]
True Fit's trajectory points to dominance in AI fit personalization, with next steps likely expanding GenAI (e.g., deeper avatar integration, predictive design tools) and global partnerships amid Shopify's growth.[4][5] Trends like multimodal AI, 3D body scanning ubiquity, and sustainability mandates will propel it, as retailers prioritize return-proofing to combat inflation-hit margins.
Its influence could evolve into an ecosystem orchestrator, licensing Fashion Genome data or acquiring fit tech startups, solidifying the "fit confidence" standard that began with decoding a simple shopping doubt—transforming e-commerce one accurate size at a time.[1][5]
True Fit has raised $176.4M in total across 9 funding rounds.
True Fit's investors include Justin LaFayette, Espresso Capital, Intel Capital, Jump Capital, Signal Peak Ventures, Georgian Partners, Fika Ventures, Fuel Capital, High Alpha, Hyde Park Venture Partners, MATH Venture Partners, Mosley Ventures.
True Fit has raised $176.4M across 9 funding rounds. Most recently, it raised $30.0M Other Equity in December 2021.