MySize Inc.: Borja Cembrero Saralegui's Vision to Redefine Fashion Tech's Future

In the ever-evolving landscape of AI-driven retail, MySize Inc. (NASDAQ: MYSZ) has positioned itself at the forefront of innovation with the appointment of Borja Cembrero Saralegui as Chief Growth Officer (CGO). This strategic move underscores the company's ambition to transform global fashion retail through advanced technology, strategic acquisitions, and a commitment to circular fashion—a trifecta that could make MYSZ a compelling investment play in 2025.

The Catalyst: Borja Cembrero Saralegui's Proven Track Record

Saralegui's appointment is no accident. As the co-founder and former CEO of Naiz Fit—a company acquired by MySize in 2022—he brings firsthand expertise in scaling AI-powered sizing solutions across 18 countries. His tenure at Naiz Fit, which pioneered algorithms to reduce return rates by improving fit accuracy, laid the groundwork for MySize's current dominance in the sector. Now, as CGO, Saralegui's focus on global expansion, M&A, and AI innovation could accelerate MySize's growth trajectory.

Pillar 1: AI-Driven Retail Innovation

MySize's core product, the Integrated Virtual Try-On solution, combined with Naiz Fit's Generative AI strategy, has already drawn attention at major trade shows like CES 2025. These tools address a critical pain point in e-commerce: the high return rates caused by ill-fitting garments. By reducing returns—a costly burden for retailers—MySize's technology offers a clear ROI for brands like Desigual and Canali, which have already partnered with the company.

Saralegui's leadership is now tasked with amplifying this momentum. The Generative AI strategy, for instance, could enable personalized design recommendations, further deepening customer engagement. Meanwhile, the acquisition of Percentil, a second-hand marketplace, adds a sustainability angle, aligning with the growing demand for circular fashion. This dual focus on tech and sustainability positions MySize as a leader in both innovation and ESG compliance.

Pillar 2: M&A as a Growth Engine

The Naiz Fit acquisition in 2022 was a masterstroke, but it's the performance-based terms of that deal that hint at MySize's disciplined approach to M&A. Under the Share Purchase Agreement, MySize issued 6 million restricted shares and tied up to $2.05 million in cash to Saralegui's team, contingent on hitting revenue targets through 2025. This structure ensures that acquisitions are not merely about scale but about measurable value creation.

Saralegui's experience in scaling Naiz Fit—and his mandate to explore further M&A—suggests MySize is primed to capitalize on undervalued AI startups or niche fashion-tech players. In an industry where 75% of retailers cite “better personalization” as a top priority, MySize's M&A playbook could deliver outsized returns.

Pillar 3: Circular Fashion Leadership

The $60 billion second-hand apparel market is booming, and MySize's acquisition of Percentil places it at the center of this shift. By combining Percentil's resale platform with its AI-driven sizing data, MySize can create a closed-loop ecosystem: customers buy, resell, and reuse clothing with confidence, all while MySize monetizes data and transaction fees. This model not only reduces waste but also builds recurring revenue streams—a rarity in a sector often criticized for short-termism.

Risks and Reward: A Calculated Gamble

No investment is risk-free. MySize faces challenges like regulatory hurdles for AI tools, competition from tech giants, and execution risks tied to Saralegui's M&A pipeline. Yet, the performance-based equity and cash incentives embedded in the Naiz Fit agreement act as a safeguard. If revenue targets are met, Saralegui's team benefits directly, aligning their interests with shareholders'.

Moreover, MySize's SaaS model—recurring revenue from brands using its technology—creates stability. With a current SaaS revenue run rate of $24M (up 30% YoY) and a market cap of $450M, the company's valuation remains reasonable relative to its growth potential.

The Investment Case: Act Now

MySize Inc. is at an inflection point. Saralegui's appointment signals a shift from a niche player to a full-stack fashion-tech leader, backed by AI innovation, strategic M&A, and a circular economy play. For investors, this is a rare opportunity to bet on a company poised to capitalize on three secular trends: the digitization of retail, the rise of AI-driven personalization, and the sustainability revolution.

The question is: Can MySize execute? The pieces are in place. With Saralegui's track record, a disciplined M&A framework, and a vision that aligns with consumer and corporate demand, the answer is yes.

Investors should act swiftly—before the market catches up.

This article is for informational purposes only. Always conduct your own research and consult a financial advisor before making investment decisions.