OREANDA-NEWS. June 04, 2010. OU Massi Miliano that markets a robotic mannequin under the Fits.me trade name recently started cooperation with the British shirtmaker Hawes & Curtis, launching at the end of April the world's first virtual fitting room on the firm's website.

Online sales of Hawes & Curtis amount to the equivalent of 100 million kroons (EUR 6.4 mln) annually and the Estonian company's task is to increase this figure, Massi Miliano head Heikki Haldre said.

According to Haldre, the first week's statistics show that if otherwise an average of two out of a hundred visitors of an online shop make a purchase, the number rose to eight after the adoption of Fits.me.

"Furthermore, we obtained the measurements of close to 10,000 persons in a week," he said.

Fits.me hopes to launch cooperation with several more companies within a couple of months, Haldre said. "It's too soon to disclose any names," he added.

The Fits.me robotic mannequin was developed by Alvo Aabloo, professor of polymeric materials technology at the Technology Institute of Tartu University, and professor Maarja Kruusmaa at the biorobotics center of the Tallinn University of Technology.

The Estonian Development Fund has invested 10 million kroons in the company. Other investors were business angels and Webmedia. The investors acquired a minority stake in Massi Miliano.