Tryzens and What’sMySize sign exclusive partnership deal

After 3 or 6 months, depending on how you count, the company I founded What’sMySize took the next step in it’s journey. It now has a new home at Tryzens. Tryzens are a UK, Bulgaria and India based e-commerce technology company who work with brands that I love (Jack Wills, Whistles and Timberland). I am really excited about the deal as it means I get to work with a much bigger team (200 people) developing the software with established clients. In addition I have a desk in the Tryzens office in Moorgate where they have tons of space, a terrance roof garden as well as all the usual London perks which includes beers, pizza and a weekly shoulder rub. Come check it out.

Below is the official press release but we also made Nerd News and Bloomberg Business, which was itself super exciting.


Tryzens and What’sMySize sign exclusive partnership to help clothing retailers slash customer return rates

Reducing operating costs through accurate sizing at point of sale!

eCommerce experts and service provider Tryzens has entered into an exclusive partnership with personalised size guide provider What’sMySize. The move means Tryzens will be responsible for managing and supporting the product and systems behind What’sMySize’s innovative solution. Tryzens will offer the sizing guide solution to the market at large and more specifically for their eCommerce customers, as a built-in extra to their Acceleration Service for Demandware, Hybris and Magento platforms.

Shoppers use the What’sMySize function located on the product pages of a retailer’s website, to input their measurements. Thereafter, they are provided with the right clothing and/or shoe sizes for that retailer. With a variance of 1-2 inches between clothing brands, consumers are often surprised by discrepancies in sizing. Whilst they may be a size 10 with one retailer, they could be an 8 or a 12 with another, theoretically similar brand. What’sMySize helps online consumers significantly reduce their need to order multiple sizes and return products by ensuring the right size is purchased every time. This in turn, has beneficial implications for retailers looking to reduce their operational costs.

“With a return rate for online retail fashion and apparel purchases ranging between 20% to 50%, retailers are losing money when they don’t need to” says Kavita Kapoor, CEO, What’sMySize. “There’s unnecessary expense in the end to end experience from direct delivery costs through to stock management and wastage.  Just by checking your measurements on a consumer can see that their recommended clothing size can vary significantly between brands. In partnering with Tryzens we are able to enhance the online experience; building consumer confidence that they’re buying the right size, which in turn increases loyalty and trust in a Brand.”

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Extreme Agile Sprint

This week we had a go at an Extreme Agile Sprint.

Russ at Tate Modern
Our desk at Tate Modern

Why ?  We, or rather I, had been doing maintenance sprints over a more classical 3 week period and frankly after 3 sprints or 9 weeks I was bored. At What’sMySize we mess with sprints all the time, I have hacked in sales to agile and talked about its pro’s and cons at conferences and we run 1 week sprints documented in our Playbook.

However the Extreme Agile Sprint was a little different even for us. Was it possible to deliver something useful in a two days ? We thought it might be but needed to be co-located and opted for coffee shops and pubs in sight of the River Thames.

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Little Black Dress Teams up with What’sMySize

This month we announced What’sMySize launch with the glamorous Little Black Dress.

It is our first SaaS launch of What’sMySize on our Ruby on Rails platform. A big change from the Drupal site that we have been working on ab blogging about thus far on this site.
Below is the text of the release.


A unique concept has been introduced to’s new Little Black Dress Collection, with the aim to help customers and their perfect dress size. The leading party dresses and occasionwear website has teamed up with revolutionary company What’sMySize, to offer its customers the ability to input their measurements and compare them to those of the brand’s dresses, to ensure a perfect fit when ordering. The average dress size in the UK may be a size 16, but even across different high street brands this can vary by up to two and a half inches.

With a lot of British women familiar with shopping online, the difficulty in finding the correct size and inconvenience or ordering multiple sizes and having to return them is something we have all experienced at one point or another; recent research from the Washington Post suggests that between 20% and 40% of all fashion e-commerce purchases are returned.

What’sMySize aims to eliminate that; by entering bust, waist and hip measurements, it calculates the exact size you would be compared to Little Black Dress’s garments, meaning customers can order one size, safe in the knowledge it will t them properly.

Little Black Dress wanted to make shopping easier and quicker by ensuring that their customers are ordering the correct size. Nathalie Gibbins, Editor of Little Black Dress, said: “There is nothing more frustrating for the online shopper to and a dress that they want to wear instantly only to and that once the dress is delivered, it doesn’t t. At Little Black Dress, with one easy click, you can guarantee the perfect style in your perfect size ready for the party season.”

Anne Currie, CEO of Fifty Technology and co-founder of What’sMySize, said she was “delighted” to be working with Little Black Dress: “Little Black Dress customers are stylish, fashion forward women, and for the incredible clothing that LBD offers, a good t is paramount. The What’sMySize app will enable women to make their best choice, and eliminate the need for costly and time-consuming multi-size purchases and returns.

What’sMySize is currently on the new Little Black Dress own label collection at


What’sMySize Infographic

WhatsMySize_Infographic_Nov2014About a year after What’sMySize was founded my schedule opened up and I had the opportunity to join the company where I am investor and  board member. My brief to create a infographic. I had never done one before but had oohed and ahhed at several that I had seen previously.

An infographic it turns out is like a marketing campaign inside a marketing campaign.

By which I mean the graphic itself needs to be designed as a stand alone marketing asset but the promotion of the infographic for launch day has to be equally a campaign itself.

The graphic needs to have a purpose which isn’t simply to inform. In our case it needed to resonate with the retailer (and the investor) who understood the problem we could solve. To complicate matters each element needs to be stand alone as these are the facts that bring the dear reader to scan the rest of the asset. We used a mix of in-house facts and respected sources.  Get it right and you can extract the elements in other presentations.

Launching the graphic itself is like any other campaign you launch. Publish and promote. In our case, direct email campaign to our eco-system and social media shares. A few months later we created a new brand and a shiny new website which allowed us to promote the graphic again. launches a new site

We have launched a new Drupal website and are having a party ! Drop me an email if you are missing an invite and here is our hot of the presses, press release.

TSB winner launches new site launch: Welcome to frustration free online shopping. launch: Welcome to frustration free online shopping. is an online clothing size calculator, with sizes from a wide selection of brands. Today we’re pulling back the virtual curtain on our improved fitting room in your sitting room, free from surly attendant, hall of mirrors trauma and hideous lighting.
While at, co-founder Anne Currie noticed that revenues could be significantly improved by reducing the level of product returns.  She worked out that customers tend to purchase the same item in several sizes, and return all but one. As this is frustrating for both shoppers and retailers (stock is often returned in non-saleable condition or after a season ends, and no-one likes  post office queues), and with research showing that sizes vary up to two sizes between UK high street stores, it became obvious that a better solution was needed.
This is where steps in to save the day. We’ve created a virtual multi-brand fitting room, where we collect detailed measurements from the customer and provide a list of sizes based on accurate sizing information provided by retailers. With the launch of our new site, shoppers can use our Search to find whatever they’re looking for, and we’ll scour the web and show them what’s out there, in stock, in the size they need, and email them when new items are added. When they’ve found what they want, purchases are just a click away. It’s like a highly intuitive and helpful personal shopper, and they won’t have to stand in an enormous queue to get in either. And reducing the need for returns to the retailer means that everyone’s a winner.
Speaking of winners….. won the Technology Strategy Board Competition:Feasibility Studies for Digital Britain. Delighted to have been selected, we used the funding for high level research and development work to improve on our original site and calculator. On the new site, shoppers can now take full advantage of the services outlined above, a wider selection of retailers and an improved design. All of which calls for celebration, so email us if you’d like to come along to our London launch party on April 14th.
The Team
Let’s get the introductions out of the way. The girls at are a strong management team of three. Anne Currie, Co-founder, has over twelve year’s experience of delivering software solutions. Until recently she was Head of IT at, the world’s largest online retailer of branded “intimates” (undies, swimwear, sports & sleepwear). Co-founder Kavita Kapoor runs a consultancy working with big names such as CNN on interactive TV and on the web. She co-founded Digital Delicatessen (a social networking film site) and Journey Ant (a travel site), and previously spent several years at Channel 4 serving as Applications Architect. As the newest member, Keri Webster’s twin passions of writing and shopping make her ideally suited to her role as Content Manager. Previously working for a diverse array of clients ranging from to the Japanese Government, Keri is our fashion obsessive, and is wholeheartedly dedicated to conducting as much ‘research’ on online shopping as her bank balance will allow.
The team is dedicated to providing a service as well-tailored to your sartorial needs as possible. A fitting room in your sitting room.

Technology Strategy Board’s Digital Britain Collaboration Nation

Update: Collaboration Nation – Inspiring Innovations for a Digital Britain

Wednesday 31st March 2010.

Collaboration Nation: Inspiring Innovations for a Digital Britain was our opportunity to showcase What’sMySize along side other innovative technology projects and companies – winners of the Technology Strategy Board’s Digital Britain 2009 feasibility study competitions. We were in the same room as the open innovators and the funding community to collaborate and bring new ideas to market.

The event focused on several specific technology areas: Access to public services and public services data, enabling technologies for the internet, online application and services, and the deployment and operation of digital infrastructure.

It was broadcast live at the time and was online for 5 years and the directory is still there.


We are about 3/4 of the way down wins support from Technology Strategy Board Competition: Feasibility Studies for Digital Britain.

This is a big deal for my start-up as the competition was exceptionally well supported with 580 valid applicants. 84 were assessed as suitable for funding.  The Technology Strategy Board said that the overall the quality of applications had been high

Us girls at (provider of dress size measurements online) are delighted to be a recipient of the competition. We are supported by the lead organisation KSL Consultants which is committing 25 % of the project funding along with