Amazon reportedly buys Shoefitr

Shoefitr's 3-D scanning of footwear helps better convey a shoe's fit for the online shopper. Will REI and other outdoor brands use the service.
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A few months ago we told you about the up-and-coming business of Shoefitr, a Pittsburgh, Pa.-based tech brand that 3-D scans footwear to convey better fit advice to online shoe shoppers.

The concept was compelling enough for the outdoor industry’s largest retailer REI to sign up for Shoefitr’s service as well attract outdoor footwear brands into the company’s footwear database.

It also apparently caught the attention online retail giant Amazon, which earlier this month reportedly purchased Shoefitr, according to the Pittsburgh Business Times. Amazon owns online footwear retailer Zappos and will undoubtedly use the service to help its subsidiary.

The question now, particularly for REI and any other outdoor retailers interested in the technology: Will Amazon continue to share the service, or keep it for it’s own?

Amazon and Shoefitr officials are not commenting on the reported deal.

--David Clucas

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