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

Raises additional seed funding and Metail employs first member of staff

November, 2011

Metail Facebook private beta launch – invited users to test Metail technology and gains 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

Metail goes live with first customer, Clothing at Tesco

gIA 1

September, 2012

Metail launches commercially with Clothing at Tesco

October, 2012

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

November, 2012

Metail extends into Europe with Zalando Germany launch


December, 2012

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

February, 2013

Metail expands to South America with Dafiti launch - Brazil’s e-commerce giant

August, 2013

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

September, 2013

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

September, 2013

Metail expands to 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 launches 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

Moves into new London Office

Bafta nomination image

March, 2014

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

Retail Week technology finalist 2014

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 wins 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 launches 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.

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

Retail Week Tech finalist 2015

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

Decoded award image

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’

graphic KELLOGGS

October, 2015

Ground-breaking study by Professor Santiago Gallino of Dartmouth’s Tuck School of Business and Professor Antonio Moreno of Northwestern’s Kellogg School of Management reveals that Metail's virtual technology has a significant impact on sales, order size, returns and web visits

October, 2015

Metail announces 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 announces 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

CP final

November, 2016

Metail launches Composed Photography - the latest innovation in e-commerce photography tech

February, 2017

Metail accepted in the Microsoft Accelerator program. A global initiative empowering entrepreneurs around the world. Metail was awarded US$500,000 worth in Azure Cloud credits

February, 2017

Metail launches with the Monaco Blue brand on Channel 21 in Germany

Techies 2017

February, 2017

Metail wins a Techie award for Retail & Innovator of the Year

Benit sign

March, 2017

Metail partners with Benit, the technology arm of Korea's fourth largest conglomerate, Kolon

Maseratti Times 100

March, 2017

Metail makes The Sunday Times, Maserati 100 list as an industry disruptor

April, 2017

Metail shortlisted in the Drapers Digital Awards for Best Customer Experience category

IP 100 2017

April, 2017

Metail comes 6th overall in the 2017 IP League table


April, 2017

Metail makes City AM and Mischon De Reya's Leap 100 list of fast growing businesses

May, 2017

Metail launches Composed Photography with UK based chef-wear retailer, Oliver Harvey

May, 2017

Metail shortlisted for the National Technology Awards in Retail Technology of the Year category

July, 2017

Metail secures £10m in a Series B funding round

September, 2017

Metail hosts a successful event at London Fashion Week

Digital Enterpreneur Finalist 2017

October, 2017

Metail shortlisted for the Digital Entrepreneur Awards in the large ecommerce Business of the Year

January, 2018

Metail turns 10!

January, 2018

Metail granted two US patents to allow the social sharing of 3D body models and garments online

IP 100 2018

March, 2018

Metail comes 4th overall in the 2018 IP League table - gaining 2 positions over previous year.


April, 2018

Metail launches the world-first Royal Wedding Online Try-On Boutique, featuring a digital Meghan Markle, reaching millions of users.

Ones to Watch 2018

October, 2018

Metail's CEO, Tom Adeyoola, named amongst "Ones to Watch" in this year's LDCs Top 50 Most Ambitious Business Leaders, supported by The Telegraph

See the results for yourself

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