London-based fashion technology startup Fit Collective has raised €3.4 million in new funding, a round reported to be the largest ever secured by a solo female founder at the pre-seed stage in the UK. The investment will support the company’s expansion as it works to address one of fashion’s most persistent challenges: ensuring clothing fits customers accurately the first time.
Fit Collective was founded by Phoebe Gormley, who previously launched Gormley & Gamble, known as the first women-only tailoring business on Savile Row. Drawing from her experience in bespoke fit, Gormley created Fit Collective to help brands reduce sizing inconsistencies that contribute to high return rates, unsold inventory, and lost revenue.
The company utilizes AI-driven fit analysis and consumer data insights to help fashion labels optimize patterns, establish more accurate sizing standards, and enhance online product recommendations. With clothing returns costing retailers billions each year and contributing significantly to environmental waste, the platform aims to provide both a commercial and sustainability benefit.
The funding will be used to grow Fit Collective’s engineering and product teams, deepen partnerships with apparel brands, and accelerate market rollout across the UK and Europe. The company is positioning itself at a moment when brands are increasingly under pressure to reduce returns and improve conversion rates in e-commerce.
The record raise also highlights a broader conversation about funding access for female founders. Despite progress, women-led startups continue to secure only a small fraction of venture capital in the UK and across Europe. Fit Collective’s milestone adds further momentum to industry efforts to close that gap and expand representation in early-stage innovation.
Fit Collective is expected to announce additional brand partnerships and platform developments in the coming months.
