Fitbay helps you buy the right size online and just completed its own shopping success
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Credit: Fitbay

The Copenhagen startup is an online shopping service that makes recommendations based on body shape and style. It recently received a $2M investment and is ready to go up a size

Credit: Fitbay

Credit: Fitbay

What girl doesn’t like online shopping? The only problem is that when looking at clothes online everythings always looks great on the models,but when you get it at home, it doesn’t always fit the way you envisioned. Because we aren’t lucky enough to have the computer program used by Cher in the movie Clueless, we have to rely on measurements and sizes, and now online shoppers can rely on a new tool that promises to help people buy clothes that fit right.

Copenhagen-based Fitbay is a social network and service that connects online shoppers with clothing that fits their body types and “body doubles” that can tell others how an item fits. Founded about a year ago, Fitbay last week launched in open beta and announced that it received a $2 million investment from New York-based Steadfast Venture Capital and Stockholm-based Creandum to grow and improve on its platform that already can make more than two million recommendations.

Credit: FItbay

Credit: FItbay

If the shoe (or shirt or dress) fits

Led by CEO Christian Wylonis (188 cm, 92 Kg, long upper body), Fitbay was founded by a group of online shoppers looking to create a personalized experience for others. While it is easy to get fashion inspiration on the web, most sites don’t give descriptions on how things fit and all pictures show the clothing on skinny models to make the clothing look as good as possible. For those without the model-figure, it is hard to figure out what size and how something will fit a different body type.

Fitbay, on the other hand, recommends clothing based on users’  size, body shape and style. When users sign up, they input their height, weight, body proportions – do you have long legs? a short torso? average length arms? – and favorite brands, including what size fits in those brands. Fitbay then connects users to “body doubles” that have similar measurements. By knowing what sizes and brands users like, Fitbay can make shopping recommendations based on what users’ “body doubles” like. The iOS app even has a selfie feature so users can show others how clothes actually look on them.

The website launched in closed beta three months ago and was invite-only. Still, the platform grew 500% in closed beta and launched in open beta on the web and iOS last week along with its funding. Fitbay said it will use the funding to build its product team in Copenhagen so it can release new features and it will grow its team in New York, as 40% of its users are in North America.

Video: Clothes personalized for your size and shape

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Aviva Gat

About Aviva Gat


Olah Chadasha and former finance reporter from New York City. Gat is a writer, runner and traveler who came to Israel for the good food and weather. She writes for Geektime’s English and global desk.

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