About us

For 7 years Fits.me has helped major global retailers such as ASDA, QVC and many more to over-come the major challenges of apparel shopping – namely: how do retailers engage distracted and price-driven shoppers in a meaningful way and help them understand and find the right clothes for them.

Our pioneering Virtual Fitting Room and Fit Recommendation solutions enabled retailers to help shoppers who were looking for that last bit of help when shopping for clothes – which size should I buy?
In doing so, over the last 6 years, Fits.me analysed the body types, physical proportions and preferences of 5+ million shoppers and the technical composition of thousands of garments to match the right clothes to the shoppers who were asking for help.

As a result we have a sophisticated solution which in effect creates a means for any shopper to understand which garment is right for them across any brand or retailer wherever they are.
The retailers we work with now can now use Fits.me to improve all aspects of the engagement with their shoppers from brand new visitors to an online store through to the loyal shopper who is looking for something different on the high street.

Request a demo


Dr. James B. Gambrell IV

Non-Executive chairman

Responsible for driving Fits’me’s international expansion into North America and Asia and for developing strategic partnerships and technology, James Gambrell has more than 25 years’ experience in operations, finance, technology, strategy development and implementation.  He has a long record of working with innovative technology companies to successfully scale on a global basis: he is a five-time CEO who is has lived and worked in Europe, USA and Asia. He is a governance specialist: a Chartered Director (CDir, UK Institute of Directors); an Institute-Certified Director (ICD.D, Institute of Corporate Directors - Canada) and a Certified Jonah (Avraham Y. Goldratt Institute, Theory of Constraints).

Stuart Simms

Chief executive officer

Stuart Simms oversees all day-to-day aspects of the business including commercial operations, client operations, sales, marketing, product and finance.  Stuart has worked with technology companies for over 22 years and held senior leadership positions at large corporates such as Microsoft, where he was the Director responsible for building the Mobile Division across Middle East & Africa and Rackspace, where he built the International Cloud division which launched the highly acclaimed RAX Cloud and Cloud Managed Services in the UK.

Heikki Haldre

Chief product officer

Fits.me co-founder Heikki Haldre focuses on expanding the company’s technology capabilities to better leverage its virtually fitting room solutions as a means of capturing consumer fit preferences.  He is a successful entrepreneur who has previously founded and exited five companies.  He was once named on Vogue Magazine’s Online Fashion 100 as one the Top 100 most influential people in fashion e-business.

Paul Pàˆllin

Chief scientist

Co-founder Paul Pallin focuses on fit data analytics and consumer fit preference insight, through R&D efforts at both Fits.me and as part of the Rakuten Group.  He has 15 years of experience in technology commercialization and development. Before co-founding Fits.me, he worked as technology transfer consultant for Invent Baltics and Tartu Science Park, receiving an IRC network award for Technology Transfer of the Year in 2004.

Join our team

Fits.me is always interested in talented, high-quality people who want to join its expanding team.