Grow your business with True Fit.

True Fit and The Very Group Extend Partnership to 2028, Driving Size Personalization and Fit Confidence at Scale Across UK Retail Portfolio

Boston, MA – July 23, 2025 – True Fit, the leading AI-powered fit personalization platform for apparel and footwear, today announced a multi-year extension of its partnership with The Very Group, the UK’s largest domestic online-only retailer with an integrated flexible payments platform. Live with True Fit since 2022 across Very, Very Ireland, and Littlewoods (web and app), the partnership has been extended through 2028, reinforcing The Very Group’s commitment to personalizing shoppers’ digital sizing experience.
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Enabling Personalized Sizing Journeys at Scale
True Fit’s AI-driven fit platform meets shoppers wherever they are in their shopping journey through its unique “sliding scale of personalization”, designed to help 100% of shoppers. Whether a shopper wants a quick, no-fuss recommendation or a highly personalized experience, True Fit delivers. For shoppers who prefer speed and simplicity, True Fit offers universal fit guidance at the product level, powered by billions of cross-market data points, to recommend whether to buy their usual size or adjust, with no profile input required. For shoppers seeking a more tailored experience, True Fit enables the creation of a personal profile in under a minute, using key details such as height, weight, age, and preferred brands. With this, shoppers unlock precise fit recommendations across all products and retailers in the True Fit network, helping them shop with confidence every time.

Since launch, True Fit has delivered measurable impact across
The Very Group’s fashion portfolio. As of 2024:

organically register to receive personalized
size recommendations from True Fit.

True Fit registered users purchase 3X more
than non-True Fit users. 19% of all orders are placed
by these registered True Fit shoppers.

100%

of product detail page (PDP) traffic across
the fashion and sports categories benefit from
universal fit guidance powered by True Fit.

"We're continuing to evolve our fit experience with True Fit to bring more confidence and personalization to our customers. Our collaboration continues to improve the shopper journey while driving strong commercial results.”

Christopher Stebbings, Lead Product Manager at The Very Group.

Both teams are actively collaborating on future enhancements to the PDP experience, including an in-modal deployment designed to streamline access to size advice and deepen shopper engagement.
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About True Fit
‍True Fit helps shoppers confidently buy what fits, eliminating size friction before checkout. Powered by the Fashion Genome and GenAI, True Fit analyzes billions of data points to deliver 0-click fit guidance for 100% of shoppers and 1:1 personalized size recommendations for over 80 million active users. For retailers, True Fit boosts conversions, reduces returns, and generates enriched first-party shopper data to power decisions across merchandising, product, and marketing.

Headquartered in Boston, MA, True Fit partners with leading retailers and brands worldwide to deliver seamless, personalized shopping experiences.

‍About The Very Group
With annual revenue of over £2bn, The Very Group is a unique digital business that combines online retail and flexible payments. Our digital retail brands, Very and Littlewoods, help to bring over 2,000 desirable labels within easy reach of more customers.

Across electrical, home, fashion and more, we sell everything our 4.3 million customers could need, except food. And our flexible payment options, which are provided responsibly via our Very Pay platform and regulated by the Financial Conduct Authority, help our customers manage their household budgets.

We have over a hundred years of history behind us, but at our heart there is a passion for change – to constantly improve what we do, to innovate with data and technology at our core and to be the best possible place to work.

‍Media Enquiries: press@truefit.com

To learn more about how True Fit is helping retailers deliver personalized fit experiences at scale, visit www.truefit.com.
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Grow your business with True Fit.

Grow your business with True Fit.

Fueled by the Fashion Genome.