Quick Facts
Fit Collective has raised €3.4 million in a pre-seed round, reportedly the UK’s largest ever funding round by a solo female founder.
London-based Fit Collective was founded by Savile Row-trained designer Phoebe Gormley and focuses on solving the sizing challenge in fashion.
The platform uses AI to analyse returns, fabric behaviour and sales data before production, aiming to cut the industry’s estimated $230 billion annual loss from returns.
Initial brand customers include Rixo, Ro & Zo and Boden, which deploy the technology to reduce returns, boost retention and improve profitability.
Investors in the round include AlbionVC, SuperSeed, True Global and January Ventures, alongside support from an Innovate UK Smart Grant.
The funding will be used to build out the team, accelerate product development and deepen integrations with global fashion brands seeking efficiency and circularity.
Fit Collective’s approach marks a shift from service-driven sizing correction toward embedding size-intelligence at the production stage.