Fitted

About Fitted

Fitted provides a peer-to-peer-to-brand (P2P2B) eCommerce solution designed for the specialty running market, connecting retailers and brands into a unified ecosystem. Founded in 2018 by Monte Keleher, Andrew Bentley, and Glen Bentley, the Burlingame-based company emerged from the co-founders' own experiences as retailers. They identified the operational challenge of independently building and maintaining extensive product catalogs and the limitation of selling only what was physically in stock.

The company's core offering is a turnkey e-commerce platform that automates product catalogs and provides an "endless aisle" feature. This allows retailers to sell products that are not in their own inventory by accessing a shared network of available stock from other retailers and brand warehouses across the country. This universal network helps retailers manage inventory, fulfill customer demand even when out of stock locally, and mitigate supply chain disruptions. For consumers, this means access to a wider range of products, while retailers can increase sales and inventory turnover.

Fitted's business model is centered on its cloud-based analytics platform, which uses AI to deliver insights for marketing, product design, and operations. The platform aims to help retailers anticipate consumer needs and optimize their business decisions. Since its inception, the company has attracted over 150 national retailers and more than 85 global brand partners to its network. Fitted has secured $4.6 million in total funding over two seed rounds, with the latest round in February 2021 raising $3.4 million, led by EPIC Ventures.