Israeli online bra fitting Brayola raises $2.5 million

Brayola lets women upload a picture of their breasts wearing their favorite bra and users vote on whether these bras fit the wearer.

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Israeli online bra-fitting startup Brayola has closed a $2.5 million Series A financing round from HDS Capital and FirstTime Capital. The company is also unveiling its own marketplace, leveraging inventory from brand partners to help women not only find the right bra, but acquire the item directly from the Brayola website.

Founded in 2013 by CEO Orit Hashay, the company has offices in New York and Tel Aviv. Hashay told “TechCrunch” that Brayola’s conversion rate is around 5.5%, which is almost as high as Amazon Prime. Plus, the company boasts a return rate lower than 8%

When the vote ends, a “bra expert” steps in and makes the final decision. The polling is meant to help women, most of whom wear bras that don’t fit properly and don’t know what the proper fit even looks like, better understand how a bra should fit. Beyond the polling, Brayola also lets users upload their favorite bra (make, model, and size) and Brayola generates suggestions for other bras they might like.

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