Lingerie brand Somewhere Never deploys Brarista's AI powered sizing chatbot platform

Brarista has announced a partnership with Somewhere Never, a US-based luxury lingerie brand.

It has launched with Brarista's full chatbot, which sits across the site and answers fit and style questions instantly. It supports the full shopping lifecycle - from sizing education to post-purchase care and exchange queries.

Somewhere Never has also introduced a sidebar quiz as a structured entry point into Brarista's fitting experience. It combines a two-minute bra fitting quiz with the breast shape quiz, which goes further to assess shoppers on breast spacing, side and top fullness, bottom gap, shoulder slope, and life stage.

“I wanted to introduce a solution that made sizing easier to understand and helped customers find their best fit through a more intuitive quiz," says Felicity Kear, Founder and Designer. "It was also important to have a tool that helps customers quickly see what’s available in their size, while answering common questions around shipping, returns, and the brand more broadly. In the long-term, I hope this creates more confidence when shopping, builds trust with new customers and ultimately helps reduce returns."

"After being in the startup game for the last six years, I've become a bit (just a bit, I promise) jaded with big metrics and shiny headlines - because so often I get let down by the product and its experience," says Bella Trang Ngo, Founder at Brarista.

"I built Brarista because I never saw - and now understand why - a professional bra fitter attempt to get into tech and democratise the skillset that makes women feel beautiful, truly empowered and supported. So when I got this text from Felicity, founder of Somewhere Never, after testing our solution, it was the biggest validation I could ever ask for. A moment where we actually see eye to eye on how an online lingerie shopping experience should look."

She added: “Super excited to announce that we've launched with Somewhere Never - our first luxury client. Thanks Felicity for being such a visionary and entrusting our team with your growing brand. And please check out her products! When I saw them in person in New York, I could not stop staring (to the point of failing to maintain eye contact with Felicity) at their custom designed embroidery. Stunning doesn't cover it."

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.