Our Team - Rakuten Fits Me

Our Team

Meet the team


With nearly a century of experience between them and varied backgrounds from fashion to finance to tech, our team works together to ensure Rakuten Fits Me understands every aspect of your business.

Leadership team

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 and Rackspace. At Microsoft he was the Director responsible for building the Mobile Division across the Middle East & Africa. At Rackspace he built the International Cloud division which launched the highly acclaimed RAX Cloud and Cloud Managed Services in the UK.

Paul Pällin

Chief scientist

Co-founder Paul Pällin 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.

Heikki Haldre

Board and Strategic Advisor

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

Vicky Zadeh

Chief Operating Officer

Vicky Zadeh joined as Chief Operating Officer in December 2015. She is responsible for global financial and operational management for Rakuten Fits Me. She brings a breadth of international, finance and business transformation experience from previous corporate roles in both the service and FMCG sectors.

Mike Kimberley

Chief Technology Officer

Mike has over 25 years of experience in the IT industry, working with clients such as The FT, Arthur Andersen, The Football Association and Play.com. He has delivered large-scale systems in a variety of business sectors and has worked closely with teams of engineers and architects at home in the UK as well as abroad. Areas of expertise include: hands-on software engineering, technical architecture, team management and e-commerce. As such, he brings a wealth of expertise to Rakuten Fits Me where he focuses on strengthening Rakuten Fits Me’s technical teams and products, adding flexibility, features and scale.

Kimberley Carr


Kimberley Carr oversees all strategic initiatives in the business including international growth, strategic partnerships and business improvements. Kimberley has worked with retail and technology businesses for 10 years. Prior to Rakuten Fits Me, Kimberley worked in a major management consultancy supporting retailers across all elements of corporate strategy and delivery, focusing on customer experience and omni-channel & footprint optimisation.
Kimberley’s experience spans Europe, Asia, Australia and the US. Kimberley is a chartered accountant and holds an MBA from INSEAD business school.

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