Rakuten has acquired London-based virtual fitting room business Fits.me, Drapers reported on 13 July.
The Japanese e-commerce marketplace aims to grow the business, which is used by a number of British brands including Thomas Pink and Pretty Green, as a standalone entity, while developing its technology.
Hiroshi Mikitani, Rakuten founder and chief executive, said: “Fits.me represents both the fun and functionality of shopping online and is a natural complement to our growing portfolio of e-commerce and marketing services”.