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Virtual fitting service bought by Japanese etailer

Japanese ecommerce marketplace Rakuten has acquired London-based virtual fitting room business Fits.Me for an undisclosed amount., which was founded in Estonia in 2010 before relocating to London two years later, is used by a number of UK brands including Thomas Pink, Hawes & Curtis and Pretty Green.

Rakuten will continue to run as a standalone business while developing its technology, growing the business and working with existing clients. chief executive James Gambrell will remain in his role, working alongside its original co-founders Heikki Haldre and Paul Pallin.

Rakuten is Japan’s largest ecommerce business, with more than 41,000 merchants selling clothing, electronics, homewares and food and drink on the site.

“ represents both the fun and functionality of shopping online and is a natural complement to our growing portfolio of e-commerce and marketing services,” said Rakuten founder and chief executive Hiroshi Mikitani. “Not only does the virtual fitting room provide customers with a more realistic shopping experience, it also empowers merchants with the valuable data they need to continually improve their service.”

Gambrell said the acquisition would help to accelerate’s growth in Europe, the US and Asia.

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