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Metail, a fashion tech firm which enables consumers to try on items in a virtual fitting room, has raised £10m in Series B funding to scale in Asia.

Existing investor TAL, a Hong Kong-based clothing manufacturer, led the round, which comes after the firm closed a $12m Series A in October 2014.

Founded in 2008, Metail enables customers to create a 3D photo-realistic model of themselves so that they can try on clothes and see how they fit.

Tom Adeyoola, founder and CEO of Metail, said: “These funds set us in great stead for our mission to become the Google of size and shape. The Asian focus on innovation in the fashion supply chain has meant that TAL has looked to Metail to provide breakthrough technology for garment digitization and data collection. I’m incredibly excited about Metail’s next stage of growth.”

The company claims to have 7.7 million customers and has so far digitised 80,000 garments.

Metail has also been granted nine patents and is awaiting approval for an additional 22.

Delman Lee, president and CTO of TAL, commented on his decision to invest in the company: “We are delighted to lead the investment in Metail, and believe in their vision to disrupt the whole fashion supply chain.

“Metail has some of the most advanced technology in this area, and their unique dataset leads to a number of transformative applications for the whole garment supply chain, ultimately leading to clothes that fit the customer better.”

Caroline Rush, CEO of the British Fashion Council welcomed the news. “It’s excellent to see such a major investment in a British fashion technology company. Metail’s technological approach to solving the sizing dilemma faced by retailers and customers alike is changing the traditional face of the fashion industry.

“The investment in Metail is yet another example of Britain’s long-standing excellence in fashion receiving global attention,” Rush concluded.

To check out the latest UK tech investments, visit the Tech City News Investment Tracker.