£510k support package for AI-led bra fitting specialist

A £510,000 support package has been handed to a Manchester start-up aiming to revolutionise bra fitting, using AI.

Brarista aims to transform the bra and swimwear shopping experience and has been backed by a GC Angels-led funding round which included a grant from Innovate UK, alongside private investment.

The funding will support Brarista to expand its AI-powered fitting platform, enabling more women to find perfectly fitted lingerie without the hassle of the subsequent returns process.

It is reported that between 70% and 80% of women wear the wrong bra size, with many products going to landfill rather than being returned.

Created in 2019 by Vietnamese female founder, Bella Trang Ngo, Brarista began commercially operating in July 2021.

It is currently running paid pilot programmes with select retailers in the UK and EU, such as Lemonade Dolls, Evenly and Monsera.

Bella spent four years developing Brarista’s product, conducting research with lingerie experts and data from female customers from a wide range of demographic backgrounds.

Now fully developed, the product is set to transform the bra-fitting industry using machine learning algorithms and proprietary Vision AI.

By providing accurate and personalised recommendations, Brarista helps retailers to boost conversion rates, which saves money for both customers and retailers, stops product wastage and enhances customer satisfaction all round.

After securing the funding, Bella plans to expand Brarista’s partnerships with retailers, grow the team, and further develop the platform to include new products, such as maternity bras, swimwear, and post-surgery lingerie.

Bella is also exploring opportunities in the wider fashion and e-commerce sectors to bring Brarista’s AI platform to even more consumers.

Brarista will also look to increase its product awareness, improve customer education about bra fitting, and hire talent.

Ranvir Singh, investment manager at GC Angels, said: “We’re really excited to support Bella and Brarista – it is a truly innovative solution that combines AI with the kind of expertise that is seldom available on the high street today.

“It is going to completely transform the industry by addressing fit-related issues that have long plagued both customers and retailers alike.

“With our investment, we are confident that Brarista will scale quickly and have a significant impact both in the UK and globally.”

Bella Trang Ngo said: “Our goal is to democratise the traditional bra fitting experience, making it accessible and personalised for everyone.

“The funding from GC Angels will help us to grow Brarista and reduce the £10bn annual cost of lingerie returns that take place due to poor fit.

“With the support of Ranvir and the GC Angels team, we’re looking to expand into new product categories, empower consumers, and have a real impact in the lingerie and fashion markets.”