Key takeaways
- ETAM, Europe's lingerie leader, is live with Kleep Smart Sizing.
- Lingerie is the hardest fit category in fashion: band, cup and cut interact in ways no size chart can express.
- The rollout follows a POC signed in October 2025.
- Maison 123, part of the same group, went live the same week.
The hardest category there is
Every fit problem in fashion is concentrated in lingerie. Two measurements interact, band and cup, and a change in one shifts the other. Cuts vary by collection, fabrics stretch differently, and the cost of a wrong guess is a return, not a shrug.
That is why ETAM going live with Kleep matters beyond the logo. If a sizing engine holds up on lingerie, at the scale of Europe's category leader, it holds up anywhere.
From POC to production in six months
ETAM signed a proof of concept with Kleep in October 2025. Six months later, the rollout is live, a POC-to-production path spent proving the recommendation on the category that defines the brand, measured on ETAM's own traffic rather than on promises.
The same week, Maison 123, the womenswear brand of the same group, went live with Kleep as well: one integration effort, two brands in production.
What this means for your brand
If Kleep can size lingerie, it can size your catalog. Brands in categories where fit anxiety runs highest, underwear, swimwear, denim, tailoring, have the most to gain from garment-level recommendations. See the Smart Sizing solution, or read the ETAM case study for the A/B-tested numbers.
