What AstraFit does

AstraFit is a SaaS company that provides a virtual fitting room widget for online clothing retailers, addressing the persistent problem of high return rates and low conversion caused by fit uncertainty in e-commerce. Founded in 2012 by Nikita Dobrynin in Kyiv, Ukraine, the company's core technology — the Fit & Feel Engine — combines individual garment measurements (including material stretchiness and model properties) with customer body parameters to produce personalized size recommendations, a 1-10 Scored Recommendation, natural-language fit descriptions, and visual fit representations. AstraFit has helped more than 8 million users and 100+ retailers over seven years of operation, with documented case studies showing conversion increases up to 17.5x and return reductions of around 50% in the MustHave, OneClub, Reima, and Megasport deployments.

The business operates on a freemium SaaS model with a free lifetime plan, an Easy Start one-time 3-month plan priced at $129, and custom enterprise contracts. AstraFit monetizes through tiered subscriptions, professional services for digitization and integration, a Learning Center certification program, and a partner/reseller channel that pays 5-15% commission on referred sales. Distribution is multi-motion: product-led growth via self-serve signup, channel partnerships (including integrations with the Ecwid, Horoshop, and InSales e-commerce platforms), and enterprise field sales with dedicated personal managers. The company is incorporated as Autumn Rock Limited in Nicosia, Cyprus, with headquarters in Kyiv and legal representation in the United States.

AstraFit's customer base spans mass-market, premium, kids, and sports fashion retail, with named customers including MustHave (Ukraine), OneClub (Ukraine), Reima (Finland, operating in 70 countries), Megasport (Ukraine), Doti, and Wedding Suits. The company has extended its surface beyond the B2B widget with Stylish AF, a consumer-facing personal shopping assistant. With 11-50 employees and no institutional venture funding beyond a $4,800 grant from the Support Ukrainian Startups NOW Program in March 2022, AstraFit appears to be a bootstrapped, founder-led operation focused on capital-efficient expansion through product extensions, partner channels, and geographic legal structuring rather than venture-scale growth.

Name

AstraFit

Legal name

Autumn Rock Limited

Website

https://astrafit.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

AstraFit is a Kyiv-based SaaS company, founded in 2012, that provides a virtual fitting room widget for online clothing retailers. Its Fit & Feel Engine combines individual garment measurements with customer body parameters to deliver size recommendations, serving 100+ fashion retailers globally on a freemium and tiered subscription model.

Ownership category

akta.pro rank

Product category

Virtual Fitting Room SaaS

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Virtual Styling & Outfit Planning (HSACAJAF)

Keywords

• Virtual fitting room
• Size recommendation software
• E-commerce personalization
• Product digitization service
• Fit prediction engine

Headquarters

HQ city

Kyiv

HQ country

Ukraine

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription Plans: Subscription-based pricing for online fitting room access with tiered plans including Easy Start one-time plan ($129 for 3 months), digitization services, and enterprise pricing. All plans include Google Analytics integration and monthly KPI reports.
2. Professional Services: Digital transformation services, technical integration support, customizing widget appearance, analytics integration, KPI setup, and ongoing support through dedicated personal managers.
3. Digitization Services: Product digitization services including expert digitization visits, employee training for certification, and technical specification processing.
4. Partnership Referrals: Revenue sharing with partners (up to 15% of sales) and consultants (up to 5% of sales) who recommend AstraFit technology.
5. Upfront Payment Plans: Flexible upfront payment options for services with customizable amounts.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

AstraFit provides a SaaS virtual fitting room widget that e-commerce retailers embed on their sites. Shoppers input their body measurements and the Fit & Feel Engine matches them against individually measured garments (accounting for material stretchiness) to return personalized size recommendations, fit visualizations, and natural-language fit descriptions. The platform is offered via a free lifetime plan, paid Easy Start subscription ($129/3 months), custom enterprise plans, and an upfront payment option, all including Google Analytics integration and monthly KPI reports.

Product overview

AstraFit is a virtual fitting room SaaS platform offering the AstraFit Online Fitting Room as its core product, complemented by a suite of supporting products and services. The Fit & Feel Engine provides personalized size recommendations based on actual body and garment measurements, featuring Fit Visualization, Adaptive Human-Language Description, and a Scored Recommendation System (1-10 scale). The platform offers multiple pricing tiers including the Easy Start plan ($129 for 3 months) and AstraFit Upfront flexible payment options. Additional offerings include Product Digitization services for creating garment measurement profiles, a Learning Center for training and certification, a Partnership Program for referral commissions, the consumer-facing Stylish AF shopping assistant, and an ROI Calculation tool. All plans include Google Analytics integration for performance tracking.

Differentiator

Problem solved

Functional benefit

Products and services

• AstraFit Online Fitting Room SaaS widget that e-commerce retailers embed in their online stores; shoppers enter their body measurements and the Fit & Feel Engine matches them against individually measured garments to provide personalized size recommendations, fit visualizations, natural-language fit descriptions, and a 1–10 fit score. Sold to online fashion retailers on a freemium and subscription basis.
• AstraFit Product Digitization Service that creates digital measurement profiles for clothing products in the AstraFit catalog. Available as AstraFit expert digitization visits, customer employee training for in-house digitization, or digitization from existing technical specifications.
• AstraFit Learning Center Certification Training and certification program for retailer employees on the AstraFit clothing measurement program, including the 'AstraFit Assistant: Basic' certification, enabling customers to digitize and manage garments internally.
• Stylish AF Consumer Shopping Assistant Direct-to-consumer personal shopping assistant that helps individual shoppers and their families find clothes that fit their body shape and receive on-demand recommendations of new products.

Quantifiable outcome

• Conversion rate increase of 62.96% compared to non-users
• +7 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Partner Program - ConsultantscoreChannel Partner/ Reseller/ DistributorConsultant partners recommend AstraFit to potential customers and earn up to 5% commission on sales. No restrictions on starting cooperation with operational and comprehensive support of partner business guaranteed.
• Partner Program - PartnerscoreChannel Partner/ Reseller/ DistributorPartner program for companies that improve online store performance with AstraFit technology, earning up to 15% of sales. Includes design studios, web studios, platforms for creating online stores, and marketing agencies.
• EcwidminorGTM or Marketing PartnerEcwid E-commerce platform integration partnership. AstraFit offers 70% discount for the first month of using Ecwid's Venture plan to mutual customers.
• HoroshopminorGTM or Marketing PartnerCloud-based platform for building online stores partnership. Promo code AstraFit10 gives 10% discount on starting payment for mutual customers.
• InSalesminorGTM or Marketing PartnerCMS for online stores partnership. Promo code AstraFit+30dayfree gives 30 free days to use InSales CMS for mutual customers.

Scale indicators20 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• True Fit: True Fit is the leading direct competitor to AstraFit in online apparel size and fit recommendation. Both offer personalized size advice powered by garment-level measurement data and shopper body parameters, serving similar fashion retailers.
• Vue.ai: Vue.ai provides AI-driven fashion retail personalization including size recommendation and styling, directly overlapping AstraFit's fit-recommendation engine for apparel e-commerce.
• 3DLOOK: 3DLOOK provides body scanning and measurement technology that powers size and fit recommendations for apparel retailers, addressing the same problem AstraFit solves but using mobile body capture rather than self-input measurements.
• Sizebay: Sizebay provides size and fit recommendation software for online apparel retailers, with comparable approach to AstraFit in using garment data and body measurements to predict fit, especially in Latin American and European markets.
• WAIR: WAIR provides AI-driven fit recommendations for apparel e-commerce, focusing on body data and size prediction, making it a comparable fit-technology vendor serving similar online retailers.
• Prime AI: Prime AI offers size recommendation and virtual fitting solutions for fashion retailers, competing head-to-head with AstraFit on fit algorithms and enterprise retailer deployments.

Broad incumbents

• Fit Analytics (Snap): Originally Fit Analytics and now part of Snap Inc., this is a broad incumbent offering size recommendation to global fashion retailers at scale. Comparable to AstraFit on core functionality but benefits from Snap's distribution and capital.
• Walmart (Zeekit): Walmart acquired Zeekit to offer virtual try-on and size recommendations across its marketplace. Represents a well-capitalized incumbent that has integrated fit technology directly into a major retail platform.
• Shopify (Fit Finder / AR try-on apps): Shopify's app ecosystem includes several fit-recommendation tools (e.g., Fit Finder by Fit Analytics) that compete directly with AstraFit for the same SMB and mid-market apparel merchants on the Shopify platform.

Emerging players

• Revery.ai: Revery.ai provides virtual try-on and fit technology using computer vision for apparel retailers, an emerging competitor with partial overlap on AstraFit's visualization and recommendation capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCuW9FFJtccOn6ntMPhkpl7A
• Facebookfacebook.com/AstraFit
• Instagraminstagram.com/astrafit_official
• Xx.com/astrafit
• LinkedInlinkedin.com/company/astrafit

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 AstraFit