Destination XL Group announced the rollout of its FiTMAP® Scanning Technology on its mobile app and in more than 80 retail locations nationwide. The contact‑less scan captures 243 data points in under two minutes, generating a personalized fit profile that helps customers select the correct size across 25+ top brands, including Polo Ralph Lauren, Brooks Brothers, and Reebok.
The launch directly tackles the long‑standing challenge of inconsistent sizing for big‑and‑tall men, a pain point that has historically limited repeat purchases and driven high return rates. By providing accurate, on‑demand size recommendations, the technology is expected to lift average order value, reduce returns, and increase customer loyalty—key levers in DXL’s strategy to deepen engagement and drive higher conversion rates both online and in‑store.
Financially, DXL’s Q3 FY2024 results showed a net loss of $0.03 per diluted share, a decline from the $0.06 per diluted share income reported in Q3 FY2023, and a 9.8% year‑over‑year drop in net sales. The new technology is positioned as a countermeasure to these headwinds, aiming to improve conversion and retention in a market that has faced consumer spending softness and increased competition.
CEO Harvey Kanter emphasized the customer‑centric focus of the initiative, stating, “With FiTMAP® on the app, guys can scan at home and eliminate frustration, finally finding the right sizes whether they shop in‑store or online.” His remarks underscore the company’s commitment to solving fit issues that have historically hindered growth.
The U.S. big‑and‑tall apparel market is estimated at roughly $23 billion and remains highly fragmented. DXL’s current market share of about 2.2% in FY2023 highlights significant growth potential. By expanding FiTMAP® to 200 locations by fiscal 2027 and integrating it with its private‑label offerings, DXL aims to capture a larger share of this niche while reinforcing its omnichannel experience.
Strategically, the launch signals continued investment in digital capabilities amid broader consumer spending headwinds. DXL’s plan to scale the technology aligns with its goal of achieving over 60% private‑label penetration by 2026, positioning the company to better serve its underserved customer base and drive long‑term profitability.
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