CurveCatch

What CurveCatch does

CurveCatch (legal entity Fitlab BV, enterprise number BE 0765.265.068) is a Belgian direct-to-consumer lingerie company that operates an online at-home try-on service. Customers complete a structured online questionnaire ('vragenlijst') and moodboard, pay a €25 refundable deposit, and receive a personalized box of 8 bras curated by a named human Lingerie Guide within 7 business days. Bras are priced €39.95–€120, customers keep what fits, and the rest are returned free of charge via DPD pickup points in Belgium and the Netherlands (and Germany). Subsequent boxes can include matching panties (from €19.90) and reorders are placed through a personal digital storefront ('digitale paskamer') unlocked by QR code.

The platform is built on Shopify, with checkout and payments processed by Shopify Payments (supporting Bancontact, iDEAL Wero, Klarna, Apple Pay, Google Pay, Shop Pay, PayPal, Visa, Mastercard and Maestro). On top of Shopify, CurveCatch layers an AI-powered recommendation engine — the 'Lingerie Paspoort' — that ingests questionnaire, moodboard and post-try-on feedback to match each customer against an assortment of 9,000+ items across 14 partner brands including Marie Jo, Chantelle, PrimaDonna, Wacoal, Passionata, Fantasie, Elomi, Freya, Lisca, Sarda and Strawberry Secrets. The company also publishes an editorial blog ('The Curviway'), sells digital gift cards from €50 to €300, runs a bra donation program with Opnieuw & Co vzw, and accepts returns of old wearables as part of its sustainability positioning.

CurveCatch makes money on a transactional e-commerce basis: revenue is generated when customers keep items from a box (and pay for them) plus a small incremental take on panties, gift cards and ancillary items. The €25 deposit is fully refundable and is not a revenue line. Customer acquisition runs through organic social (Instagram @curvecatch), paid Meta Ads, Google Analytics-measured SEM, earned media in Belgian press (Flair, Knack, De Tijd, Nina, Elle Belgium), and a refer-a-friend program offering €10 off. Operating geographies are Belgium, the Netherlands and Germany; the company is privately held by co-founders Kimia Namadchi (CEO) and Nils Heyman-Dewitte (CTO) with a team of ~11 named members and no disclosed external funding.

Name

CurveCatch

Legal name

Fitlab (besloten vennootschap)

Website

https://curvecatch.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

CurveCatch (Fitlab BV) is a Belgian direct-to-consumer lingerie service that uses an AI-driven recommendation engine and named human Lingerie Guides to curate 8-bra at-home try-on boxes from 9,000+ SKUs across 14 premium brands for individual consumers in Belgium, the Netherlands and Germany.

Ownership category

akta.pro rank

Product category

Online Lingerie Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Bras & Bralettes (CRAAAIAA)

akta.pro secondary industry

Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD)

Keywords

• Bra try at home
• Lingerie discovery box
• Personalized bra fitting
• Online lingerie retail
• Bra subscription service

Headquarters

HQ city

Ekeren

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Try-at-home bra box sales (transactional e-commerce): Customers pay a €25 refundable deposit per box, then pay only for the bras they keep (priced €39.95–€120); items not kept are returned free of charge. This is a try-before-you-buy/transaction-fee hybrid model anchored on a curated discovery experience.
2. Personal webshop repeat purchases (a la carte): After the first discovery box, customers receive a personal digital storefront (digitale paskamer) to re-order favorite bras and add matching panties directly; panties priced from €19.90.
3. Digital gift cards: Digital gift cards sold in fixed denominations from €50 to €300, redeemable against items kept from a lingerie box.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

CurveCatch operates an online try-at-home bra discovery service. Customers complete an online questionnaire, pay a €25 refundable deposit, and receive a curated box of 8 bras chosen by a personal Lingerie Guide from a catalog of 9,000+ items across 14 premium brands; an AI recommendation engine ("Lingerie Paspoort") supports the curation. Customers try at home for 7 days and pay only for the bras they keep, with free shipping and returns in Belgium, the Netherlands and Germany. After the discovery box, customers reorder favorites through a personal digital storefront (digitale paskamer), with digital gift cards available as a separate product.

Product overview

CurveCatch operates a single integrated at-home lingerie discovery service rather than a multi-product SaaS platform. The flagship offering is the CurveCatch Box, a personalized try-on subscription in which customers fill in an online questionnaire and receive 8 AI-curated bras (selected from 9,000+ items across 14 partner brands) within 7 business days, try them at home for 7 days, and pay only for what they keep. The AI Recommendation Engine, exposed to customers as the "Lingerie Paspoort" and "Digitale Paskamer" (digital fitting room), is layered on top of the human Lingerie Guide service (named stylists Veerle, Sanne, Marjolein, Eden, Kimia) and drives both box selection and a per-customer fit/style profile. Supporting products include the Lookbook & curated storefront collections (New Arrivals, Invisible Summer, Show-off Straps, Bras, Panties), the Digitale Cadeaubon (digital gift card), the Doneer je oude BH's bra donation program, and the editorial blog The Curviway.

Differentiator

Problem solved

Functional benefit

Products and services

• CurveCatch Box (Lingerie Discovery Box) Personalized at-home lingerie try-on box in which customers complete an online questionnaire, pay a €25 deposit, and receive 8 bras curated by a personal Lingerie Guide from a 9,000+ SKU catalog across 14 premium brands; first box contains bras only, with panties introduced in subsequent orders after the fit profile is established. Target: individual female consumers in BE/NL/DE.
• CurveCatch Digital Gift Card (Digitale Cadeaubon) Digital gift card sold in fixed denominations from €50 to €300, redeemable against any lingerie box; intended for gifting the discovery experience to friends or family.
• CurveCatch Lookbook & Curated Collections (personal digital storefront / digitale paskamer) Shoppable digital storefront presenting 9,000+ items from 14 partner brands organized into themed collections (New Arrivals, Invisible Summer, Show-off Straps, Bras, Panties); used by customers after the first discovery box to reorder favorites and add matching panties. Bras priced €39.95–€120, panties from €19.90.

Quantifiable outcome

• 50,000+ CurveCatchers served
• +4 more outcomes

Named customers4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability3 records

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Opnieuw & Co vzwcoreStrategic or Co-development PartnerSustainability/donation partner. Customers can return wearable old bras in a sealed bag when sending back their box; CurveCatch forwards them to Opnieuw & Co vzw, a Belgian non-profit in Antwerp that sorts, cleans and resells them at affordable prices. In 2024 Opnieuw & Co served 492,034 customers, gave ~2.5M items a second life, employed 482 staff from a distance-to-labour-market, and saved ~4M kg CO2.
• ShopifycoreTechnology or IntegrationCommerce and payments platform powering the storefront. All online payments are processed by Shopify; card/bank details are encrypted by Shopify and CurveCatch has no access to full payment data.
• DPD (Belgium & Netherlands)coreChannel Partner/ Reseller/ DistributorOutbound and return logistics partner. All packages ship via DPD and customers drop returns at DPD pickup points in BE and NL, requesting a scan as proof of dispatch.
• Meta AdsminorGTM or Marketing PartnerMarketing/analytics tool used for paid acquisition and audience measurement.
• Marie Jo (brand)coreChannel Partner/ Reseller/ DistributorOne of 14 premium lingerie brands stocked; CurveCatch resells Marie Jo bras (Tom, Avero lines) across collections and curated boxes.
• Chantelle (brand)coreChannel Partner/ Reseller/ DistributorOne of the 14 brands stocked; multiple sub-lines (Pulp, X/XEdition, XPression, EasyFeel, Softstretch) are sold via the storefront and included in discovery boxes.
• Passionata (brand)coreChannel Partner/ Reseller/ DistributorOne of the 14 stocked brands; resold across Naïs, Brooklyn, Suzy, Maddie, Georgia lines at prices from €39.95.
• PrimaDonna (brand)coreChannel Partner/ Reseller/ DistributorOne of the 14 stocked brands; resold across Devdaha, Sophora, Montara lines; higher-end price points up to €115.
• Wacoal (brand)coreChannel Partner/ Reseller/ DistributorOne of the 14 stocked brands; resold across Red Carpet, Ines Secret, Raffiné, Embrace Lace, Back Appeal lines.
• Lisca (brand)coreChannel Partner/ Reseller/ DistributorOne of the 14 stocked brands; resold across Laura, Maya, Alegra, Gracia, Evelyn, Nightscape lines.
• Fantasie (brand)minorChannel Partner/ Reseller/ DistributorBrand logo displayed on homepage; one of the 14 stocked lingerie brands.
• Elomi (brand)minorChannel Partner/ Reseller/ DistributorBrand logo displayed on homepage; one of the 14 stocked lingerie brands.
• Freya (brand)minorChannel Partner/ Reseller/ DistributorBrand logo displayed on homepage; one of the 14 stocked lingerie brands.
• Sarda (brand)minorChannel Partner/ Reseller/ DistributorBrand logo displayed on homepage; one of the 14 stocked lingerie brands.
• Strawberry Secrets (brand)minorChannel Partner/ Reseller/ DistributorBrand resold (e.g. 'Alex' bralette at €59.99) and included in the CurveCatch assortment.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stitch Fix: US-based personalized apparel try-at-home subscription box service combining algorithmic recommendations with human stylist curation. Closely analogous to CurveCatch's AI-plus-stylist model, but at far larger scale and in broader apparel categories.
• ThirdLove: US lingerie DTC brand famous for half-cup sizing, fit quizzes and inclusive sizing philosophy. Competes for the same hard-to-fit, fuller-bust and inclusive-sizer customer that CurveCatch targets, with overlapping AI-driven fit quiz mechanics.
• Bare Necessities: Multi-brand online lingerie retailer stocking 100+ brands across a wide size range. Mirrors CurveCatch's curated multi-brand marketplace model, though without the curated try-at-home box.
• Wantable: Try-before-you-buy personal styling service across intimates, activewear and other categories. Operates a comparable edit-and-try model with curated boxes, free returns and recurring customer relationships, making it a direct functional peer even though US-focused.
• True & Co: Lingerie and intimates DTC brand built around an online fit quiz and home try-on. Closely matches CurveCatch's questionnaire-first funnel and inclusive sizing positioning in the same bra category.

Broad incumbents

• Savage X Fenty: Large, well-funded lingerie DTC brand with inclusive sizing and try-before-you-buy features. Competes for the same customer demographic but operates at significantly larger scale with stronger brand awareness.
• Intimissimi: European intimate apparel retailer with strong presence in BE/NL/DE and broad multi-brand-adjacent assortment. Competes in the same price-and-brand tier across CurveCatch's core geographies.
• Etam: French-headquartered lingerie retailer with extensive European retail and DTC presence. Overlaps with CurveCatch's premium multi-brand assortment and Western European customer base.
• Hunkemöller: European (Dutch-headquartered) lingerie and activewear multi-brand retailer with strong DACH and Benelux presence. Overlaps directly with CurveCatch's BE/NL/DE footprint and premium-brand assortment.

Others

• True Fit: Fashion AI/fit-data platform providing sizing and fit personalization APIs to retailers and brands. Operates upstream of CurveCatch's own AI recommendation engine and is a relevant technology peer and potential partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/curvecatch
• LinkedInlinkedin.com/company/curvecatch

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CurveCatch