British lingerie retailer Little Women.com has partnered with Brarista to launch the world’s first AI bra fitting solution. The Brarista AI Fit Chatbot acts as a fit expert, lingerie stylist, and care assistant for small bust customers (A, AA, AAA cups) as part of the new LittleWomen.com Lingerie Angels Fitting Service.
Brarista leverages AI to provide professional bra fittings and personalized lingerie advice, available 24/7 from home. This tackles the £10 billion problem of lingerie returns due to poor fit, reducing churn rates and enhancing customer satisfaction.
How does it work?
Fit AI: Utilises a proprietary database of 15,000 verified fit records combined with patent-pending vision AI to deliver automated fit troubleshooting and size recommendations with an 80% accuracy rate. This adaptive system identifies specific fit issues raised by customers and provides precise guidance without the need for in-person consultation.
Product Recommendation AI: Replicates the expertise of an experienced lingerie stylist by analysing breast shape, body type, and lifestyle needs to recommend the most suitable products from the retailer’s catalogue. It also supports accurate inter-style and inter-brand size conversions, powered by a database of over 35,000 categorised measurements.
Bra Education and Care AI: Resolves inquiries intelligently with reasoned responses rather than scripted answers, providing bespoke breast health guidance, product education, and addressing customer service queries.
As a seamless B2B integration for e-commerce platforms, Brarista offers a branded experience with key features for consumers. LittleWomen.com will launch this service on their website on April 30, 2025, also offering one-on-one video appointments with trained small bust bra fitting experts for customers.
With major brands and leading high street retailers phasing out AA, AAA cup bras, LittleWomen.com addresses this gap by ensuring proper fit options and style services for smaller bust customers.
“At Littlewomen.com, we understand that shopping online for lingerie can sometimes feel overwhelming — especially when finding the perfect fit is so personal. That’s why we’re proud to launch two new services designed to bring comfort, confidence, and expert support directly to our customers. Our new AI-powered Lingerie Chatbot, created in collaboration with Brarista, offers instant, personalised guidance to answer the most common — and not-so-common — lingerie questions, specifically tailored to our small cup lingerie collection. In addition, we are introducing the Lingerie Angel Fitting Service: a private, one-to-one online fitting session where our trained bra fitters assess size and fit visually via video call. These services have been developed in direct response to customer feedback and are part of our ongoing commitment to making the Littlewomen.comexperience as supportive, accessible, and confidence-boosting as possible. We’re proud to lead the way in offering innovative, expert solutions that ensure our customers feel seen, supported, and empowered — because at Littlewomen.com, comfort truly meets confidence.”
Caroline Jackson, owner of LittleWomen.com
“We are thrilled to bring our lingerie fitting and styling expertise into the world of LittleWomen.com, making it easier than ever for their customers to find the perfect fit. Little Women.com shoppers can now experience a personal bra fitter and stylist — someone who truly cares — 24/7. We are proud to see the chatbot already helping LittleWomen.com streamline operations and make every interaction even more thoughtful and personalised.
Our collaboration with LittleWomen.com has been seamless, creative, and full of mutual support. From the very beginning, the LittleWomen.com team demonstrated a clear vision for how they wanted technology to elevate the warmth, community spirit, and user engagement their brand is known for. Together, we designed and deployed a chatbot that feels intuitive, supportive, and true to the values at the heart of LittleWomen.com”
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