Boody’s size chart was costing it $700k a year

Boody x Magic-Fit — “It’s like having a personal in-store assistant at home.” (Source: Supplied)

By Zoltan Csaki of Magic Fit October 14, 2026

Text Size

Every online size chart assumes shoppers own a soft measuring tape, yet 41 per cent of Boody’s customers can’t or won’t use one. So Boody stopped asking them to.

Basics may look easy to size online, but they’re not. Even the best size chart makes the customer responsible for finding their size, inverting the in-store experience and making it easier to bounce than to buy.

For Boody, it’s harder still. Every Boody bra is wire-free, thanks to the four-way stretch of its naturally soft bamboo viscose. So instead of the band-and-cup sizes most women know (eg, 14C), Boody bras run from XS to 4XL across three cup ranges. More comfortable to wear, but harder to size.

Then there’s the body itself. Pregnancy, post-partum, breastfeeding, surgery, menopause and everyday life all change how a bra fits. The size that fit last year may not be the one that fits today.

Any brand that sizes its own way asks shoppers to learn a new language. Boody’s size chart handed them a dictionary and left them to translate.

Since March 2026, Boody has been working with Magic Fit to create a guided sizing experience, giving new customers the confidence to buy for the first time: Be it a single bra or a multi-pack of briefs.

“It’s like having a personal in-store assistant at home.” – Sue, Arrowtown, NZ

Across 230,000 sessions from August 28, every Boody shopper in Australia and New Zealand was randomly split 50/50: Half shopped with Boody’s existing size chart; the other half had access to Magic Fit.

Roughly one in eight new customers in the Magic Fit group wouldn’t have bought at all without the guided help. Not delayed. Not switched products. Bounced.

Boody’s first-time customers for 90 days after their first order, those who used Magic Fit reordered 19 per cent more often than those who used the size chart.

Extrapolated over a full year using Boody’s own cohort history, Magic Fit is worth an extra $700,000 in annual revenue in ANZ alone.

But numbers don’t tell the whole story, so Boody followed up with a customer survey.

There were 816 Magic Fit shoppers who replied, revealing the size chart’s dirty secret: It assumes they own a soft measuring tape, and are willing to use it. But 41 per cent either don’t own one, can’t find it or can’t be bothered to use it.

For these shoppers, the size chart is dead on arrival.

“For us lazy gals who can’t be bothered trying to find a tape measure when doing some late-night online shopping.” – Dom, Toowoomba, QLD

The rest own a measuring tape, yet they chose Magic Fit anyway. Their problem wasn’t measuring, it was translating: They were either new to Boody and didn’t know its sizing; or were existing customers trying a new style who didn’t trust their usual size to carry over.

So, did their clothes fit?

Of the shoppers whose orders had arrived when the survey was sent, 97 per cent kept them. Just 3 per cent exchanged or returned for fit.

“Better to use the tool than waste 30 mins of your life going through the returns process.” – Kat, Eltham, VIC

“Your size chart isn’t neutral,” says Magic Fit co-founder Zoltan Csaki. “It’s a filter, quietly screening out customers who’d happily buy if you just told them their size.”

At Boody, that filter was costing around $700,000 a year.

“We’d rather not guess what your size chart is costing you,” says Csaki. “Instead, we’ll measure it by running the same A/B test on your store, with your customers.”

Magic Fit gives your customers a personalised size rec in just two clicks, built on 10+ years of made-to-measure manufacturing data across 100,000+ bodies from sister brand Citizen Wolf.