Matt Baer
Chief executive of Stitch Fix
Matt Baer is the chief executive of Stitch Fix, the online personal styling service that combines human stylists with data science and AI. He took over in June 2023 after serving as chief customer and digital officer at Macy's, and has led the company's push into generative AI tools such as Stitch Fix Vision.
| Role | Chief executive of Stitch Fix |
|---|---|
| Since | 26 June 2023 |
| Previously | Chief customer and digital officer, Macy's |
| Earlier | VP of e-commerce, Walmart.com |
| FY2025 revenue | 1.27 billion US dollars |
Who is Matt Baer?
Matt Baer has been chief executive of Stitch Fix since 26 June 2023. He succeeded the company's founder, Katrina Lake, who had served as interim chief executive since January 2023 and remains executive chairperson. Stitch Fix is an online personal styling service in which stylists, supported by algorithms and data science, select clothing for clients.
Career
Baer began his retail career at his family's business, Baers Furniture. He later served as vice president of e-commerce at Walmart.com, where he helped scale the retailer's digital business. He then joined Macy's Inc. as chief customer and digital officer, responsible for digital growth at Macy's and Bloomingdale's. His initiatives there included Macy's third-party marketplace, its media network and livestream shopping, and the company reported 31 per cent digital growth from fiscal 2019 to fiscal 2022.
At Stitch Fix he has overseen a turnaround strategy. The company reported revenue of 1.27 billion US dollars for fiscal 2025, and quarterly revenue of 342.1 million US dollars with 2.31 million active clients in December 2025.
Influence on the fashion business
Stitch Fix was one of the first fashion retailers built around algorithmic recommendation. Clients complete a style profile, and stylists curate shipments of up to eight items, called a Fix. Since 2021 the Freestyle feature has also let customers browse and buy directly. The model is a reference case for personalisation in fashion e-commerce, showing both the potential and the operational demands of combining data with human judgement.
Matt Baer and technology
Under Baer, Stitch Fix has expanded its use of AI across the client experience:
- StyleFile, a personalised style profile
- An AI Style Assistant
- Stitch Fix Vision, a generative AI try-on tool launched in October 2025
These tools build on the company's long-standing integration of human stylists with AI and data science to recommend items, and reflect Baer's background in digital customer engagement at large retailers.
Why it matters
For fashion retailers and brands, Matt Baer's leadership of Stitch Fix is a test of how far AI-driven personalisation can rebuild growth in apparel e-commerce. The company's experiments with generative AI visualisation are among the most visible applications of the technology in fashion retail.
Frequently asked questions
Who is the CEO of Stitch Fix?
Matt Baer has been chief executive of Stitch Fix since June 2023. He previously served as chief customer and digital officer at Macy's and as vice president of e-commerce at Walmart.com.
How does Stitch Fix use AI under Matt Baer?
Stitch Fix combines human stylists with AI and data science to recommend clothing. Under Baer it has introduced tools such as StyleFile, an AI Style Assistant and Stitch Fix Vision, a generative AI feature launched in October 2025.
