Myntra, an Indian e-commerce platform for fashion and lifestyle products, has acquired San Francisco-based Fitiquette, in a part cash, part stock deal.
Fitiquette aims at solving size and fit issues for online shoppers, and offers a virtual dressing room. Fitiquette generates a virtual mannequin based on various body types to which users can further adjust each specific measurement according to their body until it closely mirrors their own. This technology enables online shoppers to virtually ‘try before they buy’.
The Fitiquette team will be joining Myntra with Andy Pandharikar, CEO & Co-founder, Fitiquette heading Myntra’s newly formed Innovation Labs in San Francisco.
In November 2012, Myntra acquired Sher Singh , a global private label online brand specializing in sports-inspired lifestyle apparel for men and women, and its New York based parent company Exclusively.in
Headquartered in Bangalore, India, Myntra was started by a group of IIT/IIM graduates in 2007. Myntra investors include Tiger Global, IndoUS Venture Partners, IDG and Accel Partners.