November 15, 2010, 12:50 PM

Members-only retailer MyShape gets $5.5 million in funding

MyShape is launching a new e-commerce site that features more designers.

Katie Evans

Managing Editor, International Research

Lead Photo

Members-only retail site has received $5.5 million in funding. The company, which aims to help women shoppers find clothes that fit their bodies and styles, also has launched an e-commerce site with improved navigation, more personalization features and offerings from more designers.

Draper Fisher Jurvetson, Tenaya Capital and Draper Fisher Jurvetson Growth Fund contributed to the funding, MyShape says. MyShape plans to use the money to develop its personalization technology and add to its product assortment. The retailer recently added luggage and bags from eBags, lingerie from Her Room and women’s sportswear from Rafaella.

MyShape offers a system called ShapeMatch that has a shopper take 11 measurements and answer questions about her style preferences and then assigns her one of seven body shapes. MyShape then creates a personal store for her, featuring pieces designed to fit, look good and jive with her style.

The new site features a tool called a Style Turner, enabling a shopper to give items in her personal shop a thumbs-up or thumbs-down. The retailer removes selections the shopper doesn’t like from her product list, MyShape CEO Mercedes De Luca says. MyShape plans to use this feature to learn more about each shopper’s personal preferences so that the site can present her with more relevant choices, DeLuca says.

The redesigned site also offers an Ask a Friend tool which enables a member to invite friends to view her personal shop.  The friends, who presumably know the shopper’s tastes, lifestyle and body shape, can leave comments on the items.

“MyShape has the opportunity to fundamentally change the way women shop for clothing by eradicating size in favor of shape and matching women with clothes that fit and flatter from a broad spectrum of designers,” De Luca says. “MyShape simplifies the shopping experience by showing women their own individually personalized view of the universe of apparel.”



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