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NEA Leads $5.6M Funding for MeCommerce Inc

08/14/2013
MeCommerce Inc. wants to customize your wardrobe and it’s starting with ladies lingerie.

The 12-person startup, which employs experts on French lace alongside a NASA senior scientist, blends the latest in 3D rendering and algorithms to manufacture bras that company co-founders say will fit better than what’s now available. On Wednesday it announced raising $5.6 million in venture funding led by 
New Enterprise Associates and Andreessen Horowitzand said its service will be ready for the masses next month.

Users will be invited to download an app on their iPhone and take self-portraits of themselves in a tight fitting tank top from both the front and side views. MeCommerce then converts the images into raw data measurements and creates a custom size for each user, offering increments of half-cup sizes, compared to the industry standard of only full size options.

MeCommerce then presents the user with color and style options they can customize with different colored bows and straps. Future size suggestions change and improve the more the person uses the service.

“Every little thing matters. From padded hook and eyes that are soft and not scratchy to the ring and sliders–we’ve sourced some beautiful gold ones that will look beautiful with fall colors–bras are among the most complicated garments to supply materials for and sew,” said co-founder and former Google Inc. executive Heidi Zak, noting there are more than 30 components in each bra.

Ms. Zak said the team contracts with manufacturers in Mexico and will soon be working in Asia as well, to handle production. MeCommerce sources and supplies the raw materials. Bras will range in price from $45 to about $70, with the upper end competing with the more luxurious $125 bras sold now in boutiques and higher-end department stores.

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