E-commerce brand InnovaClothing has launched having developed body scanning technology to help produce well fitting clothes online.

The company launched at the end of last week and aims to revolutionise women’s shopping and has seen it work with designers Deryck Walker, Niki Taylor at Olanic and Kerry Nixon of Vidler and Nixon for its launch collections.

The nine-year development has seen £4million spent on the development of the software which scans the body to create a 3D representation.

Patrick Gardner, who worked with wife Jenny on the development, explained: “Since body scanners were invented 15 years ago, the industry has been waiting for, and expecting, a technology that could take the raw data from the body scanners and automate the production of perfectly fitting garments. This is precisely what Innova has developed.”

Code Computerlove is a shareholder in the business and has seen the three founders of the Manchester-digital agency act as consultant to the development process.

The agency also designed and developed the consumer facing website applied the administration system.

Tony Foggett, CEO of Code, explained: “We’re always on the look out for great ideas to invest in and apply our R&D processes to break new ground; and Code has been involved with this project from the very beginning, helping to test the business concept and developing digital techniques to deliver this technology to consumers.  

“While Patrick and his team focussed on the tailoring process, we have led the consumer experience and delivery mechanism – throwing away the rule book and developing new ways to apply this technology that will change the way consumers shop.”