Somewhere Never Elevates the Online Luxury Lingerie Experience with Brarista's AI Bra Fitting Chatbot

Brarista is proud to announce our newest partnership with Somewhere Never, the US-based luxury lingerie brand known for its bold, statement pieces design to be seen.

Founded by Felicity Kear, Somewhere Never redefines lingerie through collections designed to be part of the outfit, not hidden underneath it. The pieces are anchored in bold, graphic fabrics that are entirely unique to the brand, brought to life through custom embroidery designed in-house. Originally sewn by Felicity herself, the pieces are produced in small batches in Europe, with the kind of meticulous attention to detail that only comes from a founder who cares deeply about the craft.

The bras are unlined and wire-free, and built to sit confidently on the body. Like many growing lingerie brands, Somewhere Never's sizing has evolved alongside the product itself - from alpha sizing, to sister sizing, and now into individual bra sizes spanning 30B to 38DD. Each step has improved the fit, but also added complexity for customers navigating the range for the first time.

That complexity is exactly what Brarista is built to resolve. For a brand where lingerie is part of the outfit, getting the fit right matters as much as the design itself - and as Somewhere Never grows and its size range continues to expand, bringing that same level of detail and expertise to the fit journey online felt like the natural next step.

“I wanted to introduce a solution that made sizing easier to understand and helped customers find their best fit through a more intuitive quiz. It was also important to have a tool that helps customers quickly see what’s available in their size, while answering common questions around shipping, returns, and the brand more broadly.

In the long term, I hope this creates more confidence when shopping, builds trust with new customers and ultimately helps reduce returns."

- Felicity Kear, Founder & Designer

Fit guidance that matches the brand

Somewhere Never launched with Brarista's Full Chatbot, which sits across the site and answers fit and style questions instantly, keeping shoppers engaged and guiding them toward the right products. Beyond the point of purchase, it supports the full shopping lifecycle - from sizing education to post-purchase care and exchange queries - delivering the kind of conversational guidance that mirrors a boutique fitting experience, without the shopper ever having to leave the page.

The conversations span the full range of what a real shopper might ask - from someone who doesn't yet know their size in Somewhere Never's system, to one who already knows they're a 30D and wants to know exactly what's available for them, to someone simply browsing by colour or looking to complete a set. Each answer is grounded in the brand's product recommendations, so the guidance always feels specific rather than generic.

Alongside the full chatbot, Somewhere Never also introduced the sidebar quiz as a structured entry point into Brarista's fitting experience. It combines our established two-minute bra fitting quiz with the breast shape quiz, which goes further to assess shoppers on breast spacing, side and top fullness, bottom gap, shoulder slope, and life stage. Because size is only one part of the equation, the quiz translates the kind of assessment a specialist fitter would offer in person into a visual, intuitive experience online - one that feels as considered as the product itself.

For Felicity, one of the more unexpected benefits has been what happens behind the scenes. Brarista's daily conversation logs give retailers a direct window into what their customers are actually thinking - the questions they ask, the hesitations they have, and the feedback they might never share directly. As Felicity puts it, the logs "provide real insight into what customers are actually thinking or searching for - things they may not otherwise have had the confidence or time to ask directly." They can also surface more candid responses: "sometimes challenging, but incredibly valuable" for refining both the brand and the broader customer experience.

“Although Brarista has only been live for a short period, I’ve already noticed an impact. I haven’t received any sizing-related emails since launching, which suggests customers are finding the guidance helpful and easier to navigate.”

- Felicity Kear, Founder & Designer

Built to grow with the brand

For a brand with the foundations Somewhere Never has built, expansion feels like a matter of when, not if. Getting the fitting logic right now - before the size range grows - means every new addition to the catalogue will be backed by the same quality of guidance from day one. Brarista's fitting knowledge scales with the range, so as the collections evolve, the customer experience evolves with them.

It's a detail that matters more than it might initially appear. A brand that sweats every embroidery thread and every fabric choice shouldn't have to compromise on the fit experience it offers online. With Brarista in place, it doesn't have to.

As for the collaboration itself, Felicity describes it as straightforward from start to finish - a shared WhatsApp group keeping communication quick and responsive, a team that was "positive, knowledgeable, and genuinely willing to help," and a process that felt collaborative rather than transactional. "They navigated feedback swiftly and effectively, which made the whole experience feel very smooth to implement."

"Somewhere Never is the kind of brand that reminds you why details matter. Felicity has built something genuinely distinctive and special. When a founder puts that much care into the product, we want to make sure the fit experience lives up to it. We're proud to be part of that."

- Bella Trang Ngo, Founder of Brarista

Together, Somewhere Never and Brarista are raising the bar for what the online luxury lingerie experience can be - proving that the same care a founder puts into every fabric choice and embroidered detail can extend to how a customer finds their fit. The goal is simple: give every shopper the confidence to buy the right piece first time, and make sure the experience of discovering Somewhere Never online feels as considered as the product itself.

About Brarista

Brarista is the world’s first AI-powered bra-fitting chatbot platform designed specifically for lingerie retail. By merging advanced AI technology with professional bra-fitting expertise, Brarista revolutionises the online shopping experience and tackles the long-standing challenge of incorrect bra sizing, which affects 90% of consumers and drives dissatisfaction and sales drop-off.

Unlike generic chatbots or simple measuring tools, Brarista offers deep lingerie specialisation, combining professionally graded fitting quizzes, deep learning algorithms, and large language models to democratise expert fitting services at scale. It delivers round-the-clock, personalised, brand-agnostic sizing recommendations through B2B2C white-label software embedded directly within retailers’ websites, free to end-users. Brarista isn’t just another chatbot; it is transforming how an entire industry approaches one of its most persistent challenges.

Book a demo to discover how Brarista’s bra fitting chatbot can revolutionise your lingerie shopping experience.