How boobydoo achieved a 6.5x higher chat-to-checkout conversion rate with conversational AI sports bra fitting
8.6%
higher AOV for chatbot users vs store overall average
6.5x
higher chat-to-checkout conversion rate vs site-wide average
90%
of customers in the first 3 months were first-time customers
About
boobydoo is the UK's leading multi-brand sports bra retailer. For over 20 years, they have specialised exclusively in sports bras - offering the widest size range available in the category (26-54 band, AA-K cup), supplying the British Army and Navy as official sports bra fitters, and partnering with elite sports teams across the UK. They have helped over 100,000 women find the perfect fit since opening.
The mission behind that track record is serious. Research from the University of Portsmouth shows that breasts can move up to 15 centimetres during exercise without adequate support, causing pain, tissue damage, and acting as a barrier to physical activity for younger women. boobydoo has spent two decades working against that, and ensuring women can find the perfect fitting sports bra and exercise with the comfort and confidence they deserve.
Hosted on BigCommerce
Multi-brand sports bra styles supporting all impact levels
26-54 band, AA-K cup.
TOP LINE CHALLENGES
The challenge: making 20 years of expertise available online
boobydoo's mission has always been educational support - helping customers understand bra sizing and feel confident in their choices. To deliver on that, their team works hard on two things: an inclusive size range spanning 26-54 band and AA-K cup, and a catalogue covering multiple brands, established and new alike.
The problem with that breadth is sizing inconsistency. For instance, a 34D in Shock Absorber fits differently to a 34D in Panache. For a customer shopping without fitting knowledge, this inconsistency can lead to wrong purchases and avoidable returns. Without curated guidance to navigate a multi-brand catalogue online, the range that should feel empowering can quickly become overwhelming.
Their in-house team are all trained bra fitters who understand the value of a proper fitting conversation. boobydoo came to Brarista because they needed that standard of advice accessible to every customer shopping online.
“We wanted to enhance our customers’ shopping experience by making our fitting expertise more accessible. With the help of the AI fit solution, we can now offer tailored recommendations quickly and efficiently, guiding customers to their perfect fit with ease.” Amelia Doxey - Brand Manager of boobydoo
Amelia Doxey
Brand Manager of boobydoo
The solution
The solution: Brarista's Full Chatbot for professional AI fitting and styling
boobydoo integrated Brarista's Full Chatbot - a site-wide conversational AI that acts as bra fitter, lingerie stylist, and customer service assistant in one. It sits across the whole site, accessible at any point in the browsing journey.
Powered by a database of 20,000+ verified fit records, Brarista's Fit AI uses fitting-by-eye techniques to determine size from the information a shopper provides about their current bra - no tape measure required. From there, it recommends products from boobydoo's catalogue with size-specific product cards, accounting for the fact that fit varies across brands. It also handles sister sizing when a specific size is out of stock, and switches between UK, US, and EU sizing systems without the shopper needing to do anything.
Brarista's fitting quiz in use on boobydoo’s site
What stands out from generic chatbot tools is that Brarista handles cross-brand and cross-product sizing conversions at the level of accuracy that only a trained fitter would ordinarily be able to provide. With boobydoo's stock spanning 16 brands, this is particularly relevant.
Cross-brand sizing conversions - one of the most common queries on multi-brand sites, and one that generic chatbots consistently get wrong.
Brand fit intelligence built at the product level, not pulled from a generic description.
Beyond sizing, Brarista's Style AI adapts guidance to different body shapes, fit preferences, and life stages. For boobydoo's customer base that range is wide: a teenager buying her first sports bra, a postpartum customer returning to exercise, a runner training for a marathon. The chatbot handles all of it, including activity-level recommendations from low-impact yoga and pilates through to high-impact running and horse riding.
The same tool handles a seasoned UK 34F shopper looking for an aerobics-specific bra and someone buying their first sports bra.
When a shopper describes what they need rather than knowing the terminology, Brarista translates it accurately
The Care AI layer handles the post-purchase journey - fit troubleshooting from a customer's description, exchange guidance, and customer service queries - reducing the volume of questions that would otherwise reach boobydoo's team directly.
“Working with Brarista has been a fantastic experience. The team’s deep understanding of bra fit and sizing made them the perfect partner. Their support has made it simple to integrate the AI chat into our customer journey while still delivering the expert fitting advice we’re known for. It consistently provides customers with accurate information and sizing advice, as well as product recommendations that align with our expertise.”
Amelia Doxey
Brand Manager of boobydoo
The Results
Brarista has been working with boobydoo since summer 2025 and the results across key performance metrics have been strong:
8.6% higher AOV for chatbot users compared to the store overall average, with customers shopping with fitting confidence spending more per order
6.5x higher chat-to-checkout conversion rate against the site-wide average
4% lower return rate for purchases made through the chatbot compared to the store overall average
90% of customers in the first three months were first-time customers, demonstrating the chatbot’s effectiveness for customers unfamiliar with the brand
This was also Brarista's first official public integration into the sports bra category, our first multi-brand client, and our first BigCommerce deployment. Since launch, the collaboration has extended to boobydoo's wider parent group, Active Apparel Group Limited, with Brarista now live on Shock Absorber's site - continuing a growing track record in sports and active.
For Bella, Brarista's Founder and CEO, the partnership carries weight beyond the commercial results. "Working with the boobydoo team has been a huge pleasure for us. They are so understanding, thorough, and genuinely care about their customers and their experiences with the brand. It has been an incredible energy, being surrounded by the best people who are so passionate about their job and our industry."
Too often, something as simple as not having access to quality fitting services limits younger and female participants in sport - affecting their performance as well as self-confidence. Being part of the movement to change that, and to empower this and the next generation of female sports participation, is exactly the kind of work both teams are here to do.
Brarista's mission has always been to use technology to tackle the widespread issue of incorrect bra sizing, which still affects over 80% of women. Integrated with boobydoo's breadth of product range and their two decades of fitting expertise, that mission now reaches further - building confidence at the point of purchase and contributing to a meaningful reduction in the industry's persistently high return rates.
Measured period: 10 September 2025 to 9 March 2026.