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

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

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.


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