Outfittery
Germany
Outfittery is a Berlin based online personal shopping service founded in 2012 by Julia Bösch and Anna Alex. It combines human stylists with AI to select clothing for customers, starting with menswear and adding womenswear in 2021. It matters as an early European example of curated, styling led e-commerce.
| Founded | 2012 |
|---|---|
| Founders | Julia Bösch and Anna Alex |
| Headquarters | Berlin, Germany |
| Model | Online personal shopping with stylists and AI |
| Womenswear added | 2021 |
| Segment | Digital-native and DTC brands |
| Website | outfittery.com |
What is Outfittery?
Outfittery is an online personal shopping service. Its website describes custom fashion selected by stylists, with looks matched to each customer's style, size and needs, and presents the service as simple, fast and commitment free. Wikipedia describes it as an online personal shopping service that combines AI with human stylists.
History
According to Wikipedia, Outfittery was founded in 2012 by Julia Bösch and Anna Alex and is based in Berlin, Germany. It started with menswear and added womenswear in 2021.
Business model and distribution
Outfittery sells exclusively online. The country selector on its website lists the United Kingdom, Spain, France, Germany, Switzerland, Austria, Belgium, the Netherlands and Sweden. The service model replaces browsing a catalogue with a stylist led selection, which places it in the curated shopping category alongside services such as Stitch Fix.
Outfittery and technology
Wikipedia describes the proposition as combining AI with human stylists to help customers choose clothes. The pages reviewed give no detail on the systems used, so the scope of the AI involvement is not specified here.
Ownership
The pages reviewed do not state the current owner. The image hosting domain on the Outfittery website refers to Lookiero, a Spanish personal shopping service, but the page does not explain the relationship, so no ownership claim is made here.
Why it matters
Outfittery is a reference case for stylist led personalisation in European online fashion, and a useful comparison for data driven styling services in the United States.
Frequently asked questions
Who founded Outfittery?
Wikipedia names Julia Bösch and Anna Alex as the founders. The company was founded in 2012 in Berlin.
How does Outfittery work?
Outfittery offers a personal shopping service in which stylists select clothing matched to a customer's style, size and needs. Wikipedia says it combines AI with human stylists.