Stitch Fix
Independent, listed on Nasdaq (SFIX) · United States
Stitch Fix is an American online personal styling company that combines human stylists with data science to send clients curated boxes of clothing. It is an independent company listed on Nasdaq under the ticker SFIX. It matters as one of the best known examples of data-driven personalisation in fashion retail.
| Founded | 2011 |
|---|---|
| Founders | Katrina Lake and Erin Morrison Flynn |
| Chief executive | Matt Baer (since June 2023) |
| Headquarters | San Francisco, California |
| Listing | Nasdaq: SFIX |
| Segment | Digital-native and DTC brands |
| Website | stitchfix.com |
What is Stitch Fix?
Stitch Fix is a US online styling service. Clients complete a style survey, and a stylist selects items that are sent in a "Fix". Customers keep what they like and return the rest. The company is headquartered in San Francisco and has been listed on Nasdaq since its November 2017 initial public offering.
History
The business began in February 2011 in Cambridge, Massachusetts, initially under the name Rack Habit and run from the apartment of founder Katrina Lake. Lake, who started the company while studying at Harvard Business School, founded it together with Erin Morrison Flynn, a former J.Crew buyer. Matt Baer has been chief executive since June 2023, and Lake is executive chairperson.
Business model and distribution
The model is built around personal styling for clients in the United States. A styling fee of 20 US dollars is credited against items that the client keeps, and there is no subscription requirement. In 2021 the company launched Freestyle, which lets users buy individual items directly rather than waiting for a box. The company is primarily online and does not rely on a store network.
Stitch Fix and technology
Technology is central to the proposition. Public sources describe a combination of human stylists with data science and machine learning, including StyleFile style profiles and an AI Style Assistant. In October 2025 the company launched Stitch Fix Vision, a generative AI tool for visualising outfits. In August 2025 it added further generative AI features for stylist and client communication.
Recent developments
- In 2024 the company adopted a three phase strategy described as rationalise, build and grow, and exited the United Kingdom market.
- It reported a return to year over year revenue growth in June 2025.
- It reported net revenue of 1.27 billion US dollars for its fiscal 2025 and a net loss of 28.8 million US dollars, according to Wikipedia.
Why it matters
Stitch Fix helped popularise the idea that algorithms and human judgement can be combined to personalise fashion at scale, and it remains a reference case for AI in styling and merchandising.
Frequently asked questions
Who founded Stitch Fix?
Stitch Fix was founded in 2011 by Katrina Lake and Erin Morrison Flynn. It started in Cambridge, Massachusetts, from Lake's apartment while she was studying at Harvard Business School.
Who owns Stitch Fix?
Stitch Fix is an independent company listed on Nasdaq under the ticker SFIX. Founder Katrina Lake is executive chairperson and holds a minority stake of about 16.6 per cent according to Wikipedia.
