British entrepreneur Phoebe Gormley, founder of Fit Collective, has raised £3 million in pre-seed funding, marking the largest pre-seed round ever raised by a solo female founder in the UK. The funding will support the company’s mission to address one of the fashion industry’s most costly challenges, poor sizing and fit, which results in an estimated $230 billion in losses annually due to product returns and unsold inventory.
Fit Collective uses artificial intelligence to help brands correct sizing inconsistencies before production begins. Acting as a digital co-pilot, the platform analyses returns, fabric behaviour, and sales data to predict fit issues, allowing manufacturers to make precise adjustments during the design phase. The company aims to replace outdated manual methods and reduce the reliance on customers to navigate inconsistent sizing systems.
The platform is already in use by Rixo, Ro & Zo, and Boden, where it has reportedly improved product fit, reduced return rates, and boosted profitability.
The £3 million funding round includes investment from AlbionVC, SuperSeed, True Global, and January Ventures, alongside an Innovate UK Smart Grant. The new capital will be used to expand the team, develop the product further, and integrate Fit Collective’s technology into additional global fashion brands.
“Fit is one of the fashion industry’s biggest blind spots, and returns are now a board-level issue costing the industry billions. We’re backing Fit Collective because they’re tackling this challenge at its roots. The team is building the kind of intelligence layer we believe will power the next wave of operational transformation in retail,” said Valerie Aelbrecht, Investment Manager at AlbionVC.
Gormley’s move into fashion technology follows her early success as the founder of Gormley & Gamble, the first women’s tailoring house on Savile Row. Her experience designing bespoke garments for professionals and brides informed her understanding of the challenges around fit and inspired her to build a scalable, tech-enabled solution.
With nearly half of womenswear purchases returned and only one in three items kept, Fit Collective’s technology arrives at a crucial time for the retail industry. By helping brands optimise fit accuracy, the company aims to enhance customer satisfaction, reduce waste, and improve sustainability.
The investment places Fit Collective among a growing number of UK startups using AI and data analytics to drive efficiency and innovation in fashion, with Gormley’s achievement marking a milestone for female-led entrepreneurship in the country’s technology sector.
