Press Release
December 2, 2022

Holland & Knight Represents FIT:MATCH in Launch of Patented Shape-Based Fit Technology in Select Macy's Stores

MIAMI (December 2, 2022) – Holland & Knight Partner Danielle Garno advised digital twin platform FIT:MATCH in its partnership with Macy's, the largest retail brand of Macy's, Inc. (NYSE: M). With FIT:MATCH's award-winning technology, Macy's shoppers will be able to use the platform's bra fitting experience where users get their body scanned, and within seconds, they're matched with the best-fitting bras for their exact body shape. The partnership was announced December 1 and is set to launch this holiday season in select Macy's stores.

Based in Fort Lauderdale, Florida, FIT:MATCH is a business-to-business platform that enables apparel brands to match their customers with the best-fitting products using the latest advancements in augmented reality and data science. FIT:MATCH is the only technology platform that uses body shape data, rather than standard apparel measurements, to recommend the best-fitting product sizes and styles for each customer.

Macy's continues to serve as the style source for generations of customers, with one of the nation's largest e-commerce platforms powered by and mobile app, paired with a nationwide network of stores. Headquartered in New York City, Macy's delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more.

Shoppers will be able to experience FIT:MATCH in the retailer's intimates department in the following Macy's stores: Boca Raton, Florida; Century City, California; Dadeland, Florida; Herald Square, New York; Kings Plaza, New York; Queens Center, New York; Roosevelt Field, New York; South Portland, Maine; South Shore Plaza, Massachusetts; and Willowbrook, New Jersey. While Macy's offers a wide assortment of bra styles from many brands, FIT:MATCH will feature the Bali and Maidenform brands from the Hanesbrands portfolio.

Ms. Garno, based in the firm's Miami office, collaborated with Chicago-based Holland & Knight Partner Glynna Christian and Associate Katie Bennett in Atlanta. Ms. Garno, a transactional and litigation attorney, focuses her practice on helping luxury brands and fashion and technology clients of all sizes navigate complex legal and business issues while growing and building their brands.

"Danielle consistently delivers first-rate business and legal advice that allows FIT:MATCH to create mutually beneficial partnerships with emerging brands like Savage X Fenty, Fabletics and now, the iconic Macy's," said Haniff Brown, founder and CEO of FIT:MATCH. "We value Danielle and her team's extensive experience working with luxury brands and appreciate the seamless way her team works with ours."

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