News Column

Virtual fitting room company appoints chief executive to drive expansion and growth

June 11, 2014

London, UK - -, the leading virtual fitting room solutions provider, has appointed a new chief executive, James Gambrell, to expand the company into a global solutions provider for the world's top apparel retailers. He joins with more than 25 years' experience in operations, finance, technology, strategy development and implementation, and a long record of scaling innovative technology companies into successful global businesses.

Most recently, James Gambrell led, as CEO, the MBO of Artisan Software Tools [subsequently rebranded Atego], a global leader in mission- and safety-critical systems engineering application development tools to the world's largest product engineering organizations. Before this, he was CEO of Adaptive, an enterprise software company providing metadata management, enterprise architecture and business process management solutions for Global 100 financial services companies and governments.

He said: "This is an opportune time to join the team, with online apparel sales growing and apparel retailers recognising the need for better customer engagement delivered by fitting room solutions. is at the forefront of this burgeoning demand and simply delivers the best online fitting room experience available. is now ready to scale and grow its success around the world as it delivers on a broad range of enhanced shopper engagement solutions, underpinned by its position as the premier provider of virtual fitting room solutions."'s founding chief executive Heikki Haldre has been appointed to the new role of VP Business Development, where he will focus on strategic initiatives in support of the company's global growth. He said: "We have built and delivered the industry's leading virtual fitting room solution for a number of leading retailers in ten countries. Jay brings to the team the experience we were seeking to lead us through the next phase of our development, which is to grow our business and deliver the benefits of our solutions to clothing retailers across the world." customers include Austin Reed, Baukjen, CC Fashion, Charles Tyrwhitt, Henri Lloyd, HUGO BOSS, M&Co, QVC, Savile Row, Thomas Pink and Viyella.

Tim Kalic, head of ecommerce at Pretty Green and a customer since 2011, said: "I expect to see delivering similar benefits for hundreds of retailers, since we all face the same basic issues that solves. Pretty Green has seen three years of improved ecommerce performance and I'm delighted that we were an early adopter."

Headquartered in London, is a privately held company. Its investors include SmartCap, Conor Venture Partners and The Entrepreneur's Fund, along with several angel investors.

About James Gambrell

See the full profile of James ["Jay"] Gambrell.

Notes to editors

According to Mintel, different sizing standards among brands and retailers make online clothes shopping a challenge for six in ten shoppers. addresses this problem by providing the opportunity for online clothes shoppers to try on clothes before they buy, delivering a shopping experience that closely mirrors in-store shopping habits. This helps shoppers themselves to overcome their natural 'buyer hesitation', and also helps them to choose the right size for them far more frequently. The marked improvement to the customer experience boosts retailers' revenues and profitability by increasing conversion rates and reducing garment returns for reasons of poor fit.

Media contact

Tim Donnelly Smith, director of marketing, +44 7978 800275+44 7978 800275CallSend SMSAdd to SkypeYou'll need Skype CreditFree via Skype


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Source: M2 PressWIRE

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