My Size, Inc. (MYSZ): History, Ownership, Mission, How It Works & Makes Money

When you look at a company like My Size, Inc. (MYSZ), which is transforming from a niche sizing tool to a comprehensive Retail Intelligence Engine, are you seeing a turnaround story or just a tech roll-up still burning cash?

The numbers from the 2025 fiscal year are defintely a mixed bag: Q3 2025 revenue hit $2.6 million, marking a strong sequential growth, but the company is still navigating a net loss of $2.8 million for that quarter. Honestly, the real question is whether their projected $15 million in full-year 2025 revenue, driven by AI-driven platforms like Naiz Fit and their Percentil circular fashion marketplace, is enough to get them to profitability in 2026.

We'll break down the history, the core mission, and exactly how their multi-faceted model works and makes money, so you can map the near-term risks to the clear opportunity.

My Size, Inc. (MYSZ) History

You're looking for the foundational story of My Size, Inc., and honestly, it's less about a single starting point and more about a sharp, strategic pivot. The company you see today, a consolidator in the fashion-tech space, began its life in a completely different sector. The real journey started when the founder got frustrated with the costliest problem in e-commerce: returns.

Given Company's Founding Timeline

Year established

The company's legal entity was first established in 1999 in Israel, though under the name Topspin Medical Ltd., focusing on medical devices. The shift to the current business model and the name My Size, Inc. (MYSZ) happened in 2014.

Original location

The original and current headquarters location is Airport City, Israel.

Founding team members

The driving force behind the pivot and the current CEO is Ronen Luzon, a serial entrepreneur. While the 1999 incorporation had other initial members, Luzon is the key founder of the AI-driven measurement solution business model that defines My Size, Inc.

Initial capital/funding

The company secured its initial investment round for the new direction in July 2014, raising $1.35 million. This was quickly followed by a larger round of $6.62 million in the second half of 2015, showing early investor confidence in the digital sizing technology.

Given Company's Evolution Milestones

Given Company's Transformative Moments

The most significant shift wasn't the 2014 rebrand; it was the aggressive roll-up strategy executed in 2022 and accelerated through 2025. This is where the company moved from being a pure-play Software as a Service (SaaS) provider to an omnichannel e-commerce platform with a full suite of AI-driven solutions. That's a huge operational change.

The 2022 acquisitions of Naiz Fit and Orgad were the first big move, giving My Size, Inc. a foothold in Europe and a complementary e-commerce platform. This helped drive revenue significantly. The momentum continued into 2025, which has been a defintely transformative year:

• Acquisition Spree: The May 2025 acquisition of Percentil pushed the company into the secondhand apparel market, aligning with new European sustainability regulations. This is a smart, forward-looking move.
• Footwear Expansion: The September 2025 acquisition of ShoeSize.Me completed the fit-tech ecosystem, allowing the company to offer a unified sizing intelligence engine for both clothing and shoes.
• Financial Trajectory: This strategy is showing results in the near-term financials. For the third quarter of 2025 (Q3 2025), the company reported revenue of $2.6 million, a 26% sequential increase from Q2 2025, with gross profit hitting $1.0 million. Here's the quick math: the operating loss for Q3 2025 narrowed to $3.0 million, down from the prior year, indicating that the integration and growth are starting to improve efficiency.

The focus now is on integrating these platforms to offer a comprehensive solution that reduces the costly problem of returns-which account for about 70% of online apparel returns-and positions the company as a leader in sustainable retail technology. You can read more about the strategic direction in the Mission Statement, Vision, & Core Values of My Size, Inc. (MYSZ).

My Size, Inc. (MYSZ) Ownership Structure

My Size, Inc. (MYSZ) operates with a typical public company structure, but its ownership concentration is notable for a small-cap technology stock, with the vast majority of shares held by the public float. This means day-to-day trading by retail investors and smaller funds heavily influences the stock price, even though a core group of insiders and institutions provides a foundational stake.

My Size, Inc.'s Current Status

As of November 2025, My Size, Inc. is a publicly traded company listed on the NASDAQ Capital Market under the ticker symbol MYSZ. This public status subjects the company to rigorous reporting requirements by the U.S. Securities and Exchange Commission (SEC), providing transparency for investors.

The company continues its growth strategy, reporting third-quarter 2025 revenue of $2.6 million, a 26% sequential increase from the prior quarter. Still, it remains in a growth-investment phase, with a net loss of $2.8 million for the same quarter. Liquidity remains a key metric for a company of this size; My Size held cash and equivalents of $4.5 million as of September 30, 2025.

My Size, Inc.'s Ownership Breakdown

The company's ownership structure, based on data from October 2025, shows a highly dispersed public float, which is common for smaller, high-volatility stocks. Insiders and institutional holders maintain a relatively small, but influential, collective stake. You should always look closely at insider trading activity in stocks with a high retail float, as it signals management's confidence-or lack thereof.

My Size, Inc.'s Leadership

The company's strategy-focused on a roll-up of AI-driven sizing and fit-tech platforms like Naiz Fit, ShoeSize.Me, and the secondhand marketplace Percentil-is steered by an experienced leadership team. This team is responsible for integrating recent acquisitions, like Percentil in May 2025 and ShoeSize.Me in September 2025, to create a unified sizing intelligence engine.

The key figure at the helm is:

• Ronen Luzon: Chief Executive Officer (CEO) and Director.

Luzon has been actively involved in the company's stock, recently purchasing 13,500 shares in November 2025, which is a clear, defintely positive signal of his belief in the company's Mission Statement, Vision, & Core Values of My Size, Inc. (MYSZ). This kind of open-market buying by the CEO is a concrete action that aligns his personal capital with shareholder interests.

My Size, Inc. (MYSZ) Mission and Values

My Size, Inc. is fundamentally committed to reshaping the future of retail by solving the costly and frustrating problem of sizing and fit through artificial intelligence (AI) and proprietary measurement technology. This core purpose extends beyond mere profit, focusing on creating a more sustainable and efficient e-commerce ecosystem for both consumers and businesses.

You're looking at a company that's trying to fix a decades-old retail headache, and honestly, the market is huge. For context, in the third quarter of 2025 alone, My Size, Inc. reported revenue of $2.6 million, demonstrating sequential growth of 26%, which shows their model is gaining traction.

Given Company's Core Purpose

Official mission statement

The mission of My Size, Inc. is to be a global provider of AI-driven sizing solutions and omnichannel retail technology that measurably improves the e-commerce value chain. This means they are focused on delivering concrete results for their clients.

• Drive revenue growth for business clients worldwide.
• Reduce operational costs, primarily by cutting down on merchandise returns.
• Enhance customer experiences by ensuring a better fit the first time.

Here's the quick math: reducing returns by just a few percentage points saves retailers millions, and that's the value proposition. The company is defintely leveraging its technology platforms-like MySizeID, Naiz Fit, and ShoeSize.Me-to create a unified sizing intelligence engine across apparel and footwear. For a deeper dive into who is backing this strategy, you might find this useful: Exploring My Size, Inc. (MYSZ) Investor Profile: Who's Buying and Why?

Vision statement

My Size, Inc.'s vision is to lead the retail technology revolution by combining AI, big data, and strategic acquisitions to build a sustainable and profitable business. They are aiming for significant financial milestones in the near-term future.

• Achieve sustained profitability during 2026.
• Increase relevant market capitalization by 2027.
• Shape the future of fashion and e-commerce through innovation.

The company is projecting a full-year 2025 revenue of $15 million, which would mark a significant jump, but still, they are operating with a net loss, which narrowed to $2.8 million in Q3 2025. What this estimate hides is the successful integration of acquisitions like Percentil and ShoeSize.Me, which are key to their long-term vision in circular commerce and comprehensive sizing.

Given Company slogan/tagline

The company positions itself aggressively in the market with a forward-looking, confident tagline.

• We Lead The New. Fashion Era.

My Size, Inc. (MYSZ) How It Works

My Size, Inc. is an AI-powered fashion technology company that delivers a unified ecosystem of sizing solutions and e-commerce platforms to retailers and consumers worldwide. The company's core function is to reduce the massive financial and environmental cost of size-related returns by providing accurate fit recommendations, while simultaneously capitalizing on the growing European circular fashion economy.

My Size, Inc.'s Product/Service Portfolio

The company operates through three complementary business units-SaaS Solutions, E-commerce, and Circular Fashion-which together create a vertically integrated value chain. This roll-up strategy, which includes the May 2025 acquisition of Percentil and the September 2025 acquisition of ShoeSize.Me, is designed to capture value across the entire retail lifecycle.

My Size, Inc.'s Operational Framework

The operational framework is built on a 'triple-revenue model' that leverages proprietary artificial intelligence (AI) and big data to solve critical retail pain points, from fit to logistics. The core value creation process is about data-driven efficiency.

• AI-Driven Fit Intelligence: The Naiz Fit and ShoeSize.Me platforms use proprietary algorithms to analyze customer body measurements and garment data, delivering accurate size recommendations to shoppers. This is a pure Software as a Service (SaaS) revenue stream, with Naiz Fit reporting over 25% year-to-date SaaS revenue growth in 2025.
• Circular Commerce Infrastructure: The Percentil acquisition in May 2025 positions My Size, Inc. as a key player in Europe's circular fashion economy, driven by new EU regulations. It provides a turnkey solution for brands to manage take-back programs and overstock, generating revenue from resale operations in Spain, Italy, Germany, and France.
• E-commerce Logistics Optimization: Orgad, the company's e-commerce platform, focuses on operational efficiency. By utilizing a Fulfilled by Amazon (FBA) model, it streamlines inventory management and logistics, which contributed to its strong sequential sales growth of 28% in Q3 2025, reaching $2.6 million in quarterly revenue.

The entire system is designed to turn the high cost of returns into a data asset, which then feeds back into the sizing solutions to improve accuracy. Here's the quick math: reducing returns by 14% on a large e-commerce operation saves serious money, plus you get a 5.7x increase in conversion rates from confident buyers.

My Size, Inc.'s Strategic Advantages

The company's market success stems from a few clear, defensible advantages that align perfectly with major industry shifts in 2025.

• Proprietary AI and Data Moat: My Size, Inc. owns a comprehensive sizing intelligence engine that covers both apparel and footwear, a combination few competitors offer. The Naiz Fit platform has already delivered over 42 million size recommendations, creating a massive, defintely valuable dataset that continuously improves its AI accuracy.
• First-Mover in Regulatory Compliance: The strategic acquisition of Percentil directly addresses the new European Union legislation that mandates durability and traceability in apparel. This positions My Size, Inc. not just as a technology provider, but as a compliance partner for brands facing these new rules, which is a huge competitive edge in Europe.
• Integrated Fashion-Tech Ecosystem: Unlike single-solution competitors, My Size, Inc. offers a full-stack approach: B2B sizing SaaS (Naiz Fit/ShoeSize.Me) and B2C/B2B commerce (Orgad/Percentil). This allows for cross-selling opportunities and operational synergies, like consolidating back-office functions across the acquired entities.

You should check out Breaking Down My Size, Inc. (MYSZ) Financial Health: Key Insights for Investors to see how this operational model maps to their balance sheet.

My Size, Inc. (MYSZ) How It Makes Money

My Size, Inc. generates revenue through a diversified, three-pronged model: selling consumer goods via its e-commerce platform, collecting recurring subscription fees for its AI-driven sizing software, and earning transaction fees from its European apparel resale marketplace.

The company's Q3 2025 total revenue reached $2.6 million, marking a 26% sequential increase from the prior quarter, which demonstrates the initial success of its roll-up strategy in fashion-tech and circular commerce.

My Size, Inc.'s Revenue Breakdown

My Size operates a triple-revenue model spanning technology licensing (SaaS), direct e-commerce sales, and a resale marketplace. The table below represents an estimated breakdown of the Q3 2025 revenue, based on management commentary that Orgad is a primary driver and Naiz Fit is showing strong SaaS growth.

Here's the quick math: The E-commerce Sales segment, primarily driven by Orgad, is estimated to contribute roughly $1.56 million of the Q3 2025 revenue, reflecting its role as the foundational revenue engine. The SaaS Sizing Solutions, the high-margin, recurring revenue stream, is estimated at about $0.78 million for the quarter, aligning with the reported >25% year-to-date SaaS revenue growth from Naiz Fit.

Business Economics

The core economic model is designed to offset the lower margins of product sales with the high-margin, sticky nature of Software-as-a-Service (SaaS) fees, plus it captures the growing European resale market.

• SaaS Pricing: The sizing solutions (Naiz Fit, MySizeID, ShoeSize.Me) operate on a subscription model, charging business clients recurring fees for platform access and usage, which is a key to predictable revenue.
• E-commerce Margin: The Orgad platform focuses on fashion and equipment e-commerce, using a Fulfilled by Amazon (FBA) model to optimize logistics and inventory costs, which is intended to improve margin performance.
• Resale Transaction Fees: The Percentil marketplace generates revenue through the sale of secondhand apparel, operating on a margin-based model where the company buys, processes, and resells items. This segment is strategically positioned to benefit from new European Union circular fashion regulations.
• Value Proposition: The AI-driven sizing technology offers a clear, quantifiable return on investment (ROI) for retailers by reducing fit-related returns-a major cost center in e-commerce-and increasing conversion rates, making the SaaS solution a compelling purchase for merchants.

The integration of the fit-tech platforms (Naiz Fit, ShoeSize.Me, MySizeID) creates a unified sizing intelligence engine, which should unlock cross-selling opportunities and improve overall platform stickiness.

My Size, Inc.'s Financial Performance

The company is in an investment and growth phase, prioritizing sequential revenue expansion and strategic acquisitions over immediate profitability, as evidenced by its Q3 2025 results and full-year projections.

• Q3 2025 Revenue: Total revenue for the third quarter ended September 30, 2025, was $2.6 million.
• Gross Profit and Margin: Gross profit for Q3 2025 was $1.0 million, representing a gross margin of approximately 38.46%. This figure indicates that the higher-margin SaaS and resale segments are starting to positively influence the overall margin mix.
• Net Loss: The company reported a net loss of $2.8 million for Q3 2025, which is an improvement from the $3.4 million net loss in the prior year's quarter. The loss narrowed, but the company is defintely not yet profitable.
• Liquidity: As of September 30, 2025, My Size held $4.5 million in cash and equivalents. This cash position is a critical near-term metric, as the company is still burning cash to fund its growth and integration strategy.
• Full-Year Target: Management has set an ambitious target to achieve $15 million in total revenue for the full 2025 fiscal year, representing a significant anticipated acceleration in the fourth quarter.

For a deeper dive into the balance sheet and cash flow dynamics, you should read Breaking Down My Size, Inc. (MYSZ) Financial Health: Key Insights for Investors.

My Size, Inc. (MYSZ) Market Position & Future Outlook

My Size, Inc. is pivoting its business model from a pure-play measurement app to a diversified, AI-driven fashion technology consolidator, aiming for a projected $15 million in revenue for the full 2025 fiscal year. This shift, driven by strategic acquisitions and expansion into Europe's circular fashion economy, is the key to achieving profitability, despite the current net loss of $2.8 million in Q3 2025.

Competitive Landscape

The company operates in the highly fragmented, but rapidly consolidating, virtual fitting room market, which is valued at $8.21 billion in 2025. While My Size, Inc. is a small player in this overall market, its competitive advantage lies in its unique, unified sizing engine that covers both apparel and footwear, a capability few competitors match. Here's the quick math: the top two competitors control over 75% of the size-and-fit engine sub-segment, so My Size is fighting for a small but growing niche.

Opportunities & Challenges

The company's strategy is a calculated bet on two major trends: the growth of e-commerce fit solutions and the regulatory push for sustainable fashion in Europe. The recent acquisition of ShoeSize.Me and the integration of Naiz Fit create a single, comprehensive sizing intelligence engine, which is a defintely strong selling point for retailers looking to reduce costly returns.

The European Union's new Ecodesign for Sustainable Products Regulation (ESPR) and Extended Producer Responsibility (EPR) for textiles are massive tailwinds. These rules force brands to manage product lifecycles, and My Size, Inc.'s Percentil marketplace is positioned to capitalize, potentially adding up to $5 million to 2026 sales. Plus, the Naiz Fit Software as a Service (SaaS) revenue grew over 25% year-to-date, showing strong B2B traction.

However, the company still faces significant financial hurdles. Its cash and equivalents stood at only $4.5 million as of September 30, 2025, which is tight for a company pursuing an aggressive acquisition and integration strategy. The stock is also considered 'high risk' due to volatility and low trading volume, and analyst sentiment is mixed, which makes raising capital challenging.

Industry Position

My Size, Inc. is positioning itself as the go-to consolidator in the niche of AI-driven measurement and fit technology, a segment of the larger fashion technology market. The core of its value proposition is moving beyond just a sizing tool to a full-stack retail tech ecosystem that includes:

• AI-Powered Sizing: MySizeID and Naiz Fit reduce returns by up to 14% and increase conversion rates by up to 5.7x.
• Sustainable Commerce: Percentil provides a ready-made platform for brands to comply with new EU circular fashion mandates.
• Omnichannel Retail: Orgad's e-commerce platform and its shift to a Fulfilled by Amazon (FBA) model improve logistics and margin performance.

The company's trailing twelve-month gross profit margin of 38.67% shows that its underlying technology and e-commerce platforms have decent unit economics, but the operating loss of $3.0 million in Q3 2025 underscores the high cost of its current growth and integration phase. To understand the full picture, you should read Breaking Down My Size, Inc. (MYSZ) Financial Health: Key Insights for Investors. The next concrete step for management is clear: accelerate the integration of Percentil and ShoeSize.Me to realize the projected revenue synergies and drive that $2.6 million quarterly revenue much higher.