Marks & Spencer has recently entered into a joint venture with Texel, a 3D digital fit company, to enhance its digital capabilities and bolster its apparel to fashion shoppers.
Texel is the third start-up selected by the company for its retail accelerator programme under its joint venture (JV) with Founders Factory.
Over the next several months, both the companies will work in collaboration to develop, test and pilot the digital fit technology. Texel will also complement the retailer’s use of Optitex technology, which allows it to create clothing patterns in 3D to visualise what they would look like on an avatar or mannequin.
“Texel’s technology opens up many exciting routes for us. Retail is changing and changing faster than ever before. Investing in businesses like Texel puts us at the sharp end of that change and gives us the tools to test and trial new ways to inspire our customers,” said Paschal Little, Head of Clothing and Home Technology, M&S.
Texel, a 3D digital fit company was sourced through Founders Factory’s global network, backed by M&S. The firm’s technology scans and measures individuals in 3D, creating a digital avatar of the user. It then uses its technology to recommend clothes that will best fit the user’s shape and size.
“Texel is building products designed to simplify, personalise and enrich the offline and online shopping experience and helps to reduce online returns and increase conversion,” said Sergey Klimentyev, Co-Founder, Texel Inc.
Found last year, Founder Factory retail is focused on investing and growing start-ups with M&S the majority shareholder and Founder Factory’s exclusive UK retail partner. The aim is to build a portfolio of investments in fast growing start-ups, which will seek to grow and scale.