Rakuten acquires a try-it-on-online technology provider

July 13, 2015 04:06 PM

Japanese e-commerce company Rakuten Inc. has purchased a virtual fitting room technology provider with an eye toward improving its personalization offerings.

Rakuten, No. 51 in the Internet Retailer 2015 Top 500 Guide, bought London-based tech startup, which helps shoppers see how garments will look on them based on their body shape. The price was not disclosed. The move comes eight months after merged with New York-based startup Clothes Horse to expand  in North America.’s clients include multichannel retailer QVC Inc., No. 15 in the Top 500 Guide, as well as luxury fashion brand Hugo Boss and Thomas Pink, among others.

“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,” CEO Hiroshi Mikitani said in a statement.

The virtual fitting room works by having a shopper enter information about body size and shape, with measurements, so that the tool can apply the information to an online virtual mannequin that adjusts to a shopper’s entered size data. is the latest acquisition for Rakuten, which in March paid $410 million in cash for e-book distributor Overdrive Inc.. data shows that Rakuten’s U.S. e-commerce site, (formerly, has enjoyed steady sales growth over the past five years, from an Internet Retailer-estimated $740.9 million in 2010 to $910 million in 2014, a compound annual growth rate of 4.2%. Rakuten also operates the dominant e-commerce marketplace in Japan and has acquired e-commerce sites in Europe and South America.




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