January, 2008

Idea conceptualised and company founded by Tom Adeyoola (CEO)

October, 2008

Seed funding secured from friends and family

September, 2009

Metail’s first body visualisation prototype is developed and Patent filed

March, 2010

Raised additional seed funding and Metail employs first member of staff

November, 2011

Metail Facebook private beta launch – invited users to test Metail technology and gained over 4,000 users

January, 2012

Metail establishes the Body Image Advisory Panel, which includes a team of external fashion & body image experts to provide guidance and direction

February, 2012

First customer went live with trial launch with Clothing at Tesco

gIA 1

September, 2012

Metail launched commercially with Clothing at Tesco

October, 2012

Metail launched with Warehouse and the Shop Direct Group (the UK’s largest online retailer) in the UK

November, 2012

Metail extended into Europe with Zalando Germany launch (Europe’s fastest growing clothing retailer)

December, 2012

ITV’s This Morning launched ‘Take Over the Makeover’ with Metail securing over 15,000 engaged users in the first show

February, 2013

Metail extended to South America with Dafiti launch (Brazil’s e-commerce giant)

August, 2013

Metail launch Interactive Size Advice product with Shop Direct Group as part of Savoir’s Fit Guarantee

September, 2013

Metail launch version 3 of Metail Fitting Room on Warehouse to incorporate outfitting

September, 2013

Metail extend into Asia after a partnership with Asian telecoms giant SingTel

October, 2013

Metail selected to promote This Morning’s 25th Anniversary with host Ruth Langsford featuring as host of the month

LCstyle (1 of 4)

October, 2013

Metail launch Metail Size Adviser – a self service market place product exclusive to SingTel Shopify merchants in Asia

December, 2013

Metail completes £2.6 million growth funding round

January, 2014

First USA patent granted

January, 2014

Moved into new London Office


March, 2014

Metail and ITV’s This Morning shortlisted for BAFTA Television Craft Award | Digital Creativity in 2014 for ‘Take Over the Makeover’

April, 2014

Metail shortlisted for BT Retail Week Technology Award 2014 | Customer Experience Technology of the Year for partnership with Warehouse

May, 2014

Metail’s team win Decoded Hackathon for creating ‘Loop’ app

June, 2014

Metail launches first marketing campaign, #ShareYourCher to significant traction


September, 2014

Metail partners with House of Holland for world exclusive collaboration at London Fashion Week, allowing users to try on the SS15 collection as it was shown live on the catwalk

September, 2014

Metail launched on House of Holland website for AW14 collection

October, 2014

Metail completes $12 million of funding, bringing the total investment in the company to $20 million.

December, 2014

Metail creates ultimate Christmas wardrobe using styles from the UK high street

February, 2015

Metail partners with House of Holland for London Fashion Week AW15, improving user experience and allowing shoppers to pre-order straight from the runway

March, 2015

Metail launches with the UK’s leading plus sized retailer Evans in the UK and USA

April, 2015

Metail launches with Little Mistress in the UK

April, 2015

Metail announces partnership with Dafiti following on from a successful trial

April, 2015

Metail shortlisted for BT Retail Week Technology Award 2015 | Best Customer Experience for partnership with House of Holland

IBM winners pic stage

May, 2015

Metail wins the IBM Commerce 2015 Ecosystem Technology Innovator of the Year at IBM Amplify

June, 2015

Metail wins Digital Coalition of the Year with House of Holland at the inaugural Decoded Fashion Futures Awards

July, 2015

Metail launches www.Cherwears.com – a homage site to celebrate the 20th anniversary of the film ‘Clueless’

October, 2015

Metail announce partnership with The Aditya Birla Group for abof.com – India’s premium online fashion destination – allowing users to try on clothes online for the first time in India

January, 2016

Metail announce being one of the first 30 companies to be involved in the Tech City UK Upscale Program. A network of founders, scaling faster, scaling together.

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