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Henri Lloyd, John Smedley and Avenue32 adopt virtual fitting rooms

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UK retailers Henri Lloyd, John Smedley and Avenue32 are to launch virtual fitting room technology on their websites.

The three are the latest to sign up to the solution, along with Dutch company Mexx. The use of the service will also be expanded on Boden’s German site.

Heikki Haldre, co-founder and chief executive of, said the new contracts demonstrated the fact that retailers were trying to tackle the costly problem of online fit.

“ delivers cost-effective solutions to the issue for all sizes of retailers, not just ‘big ones’ or household names,” he said. “The success of our technological approach, the accuracy and consistency of our virtual fitting rooms and our ability to prove return on investment have combined to make the world’s most commercially successful provider of virtual fitting room solutions,” he added. “You can be sure that retailers look at all their options before making their decision, and they’re choosing because they want a genuine ‘fit’ solution.” is close to finishing a mobile edition that promises to bring fully functioning version of the service to smartphones and tablets. An additional mobile application is also in the pipeline. “We intend not just to be the gold standard for virtual fitting rooms,” says Haldre. “It is our intention to set and be the standard for mobile virtual fitting room solutions too. We’re aligned with both the e-commerce objectives of retailers and their mobile strategies.”

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