Fashion technology company, Fitcode, announced Monday it has secured $1.8 million in Series A funding from investment firm Harvey Partners. Fitcode plans to use the funding to scale operations and build a native mobile app, which it hopes will enhance the user experience by adding more brands through a planned partnership program with retailers.
Founded in 2014, Fitcode seeks to shift the conversation surrounding women’s jeans from size to fit. Women who use the site take a short, four-question survey to match them to one of nine unique “Fitcodes”, allowing her to browse a curated selection of denim from partner brands.
“For many women, the experience of online shopping is a point of frustration with no standard sizing across brands,” said Rian Buckley, Fitcode CEO and co-founder. “Fitcode removes the guesswork from denim shopping to create a win-win for digital shoppers and retailers. We’re excited to help women find denim they love and reduce costly returns for brands and retailers.”
The company was born when Buckley, during her time as a model, was struck by the numerous alterations and Photoshop used to make clothing look good on camera. At the same time, she recognized that many retailers were dissatisfied by the high cost of consumer returns. Noticing a disconnect between what consumers were seeing online and what actually arrived at their doorstep, Buckley created Fitcode to help bridge the gap between perception and reality, focusing on finding women a fit that flatters rather than a generic numerical size.
Fitcode currently partners with Nordstrom, 7 For All Mankind, Citizens of Humanity, Hudson, J Brand, Joe’s Jeans, Kut from the Kloth, Not Your Daughter’s Jeans and Paige. The company plans to continue to add partners as well as plus sized denim in the coming months.
“After seeing the opportunity, we wanted to get involved as early as possible because Fitcode is one of the few young technology companies with a woman in leadership,” said Harvey Partners CEO and Founder Brett Campbell. “Fitcode is easy to use yet it is a sophisticated technology and solving a real problem in online retail. Everything about this investment made sense.”