When your fit vendor pivots to defense.

On September 14, MySize announced an acquisition-led strategy to build a defense technology platform. MySize is a Nasdaq-listed company whose business, in its own description, is AI-enabled sizing solutions, e-commerce platforms, second-hand fashion operations and brand distribution. Its CEO, Ronen Luzon, said the objective is “to build a defense technology platform over time, rather than pursue a single acquisition in isolation.” The release is careful to say no acquisition has been completed, that none may be, and that the strategy may need financing which “could result in substantial dilution to existing stockholders.”

This is not a piece about whether that is a good decision. Companies change direction for reasons their shareholders can judge. It is a piece about what a merchant should do when a tool embedded in their product pages belongs to a company whose stated priority is now somewhere else.

A fit tool is not a plug-in you can swap in an afternoon

Sizing and try-on tools sit deeper in a store than most apps. They hold your size charts, sometimes reformatted into the vendor’s own schema. They hold shopper measurements and, for try-on, shopper photos. They are wired into the product page, the theme, sometimes the cart. Replacing one means re-entering charts, re-testing every collection, and often losing the recommendation history that made the tool useful.

That switching cost is fine while the vendor is investing in the product. It becomes the risk the moment they are not.

Five questions to put to any fit vendor

• What is your core business, and is it still this? Read the last two press releases, not the sales deck. A vendor whose announcements are about a different industry has told you where the engineering hours are going.
• Can I export my charts and my shoppers’ data, today, in a format I can use? If the answer is a support ticket, plan as if the answer is no.
• What happens to shopper photos if you are acquired or wind down? Get the retention and deletion terms in writing. Garu deletes shopper photos within 24 hours and never trains on them, which also means there is nothing to inherit.
• How is the product funded? A vendor raising small placements to fund a pivot is in a different position from one funded by the product you are buying.
• How fast can I turn it off? The honest answer for a good tool is “one toggle, and your product page is as it was.” Test it on staging before you need it.

The uncomfortable part

None of these questions are comfortable to ask a vendor you like, and vendors do not volunteer the answers. But the fit layer touches revenue directly, through conversion and returns, and it touches shopper trust directly, through their photos. It deserves the same diligence as a payments provider. If you would not run checkout on a company that had just announced it was becoming something else, do not run your fitting room on one either.

Where Garu stands

Garu makes one thing: try-on and sizing for fashion product pages. It runs as a Shopify app you can switch off per product or entirely, reads your existing size charts rather than re-keying them, and holds shopper photos for a day. That is the whole company, and we intend to keep it that way.