Stitch Fix, Inc. (SFIX)

Stitch Fix, Inc. is an online personal styling service, founded in 2011, that helps people find clothing, shoes and accessories that suit their style and fit. Its business model pairs expert Stylists with artificial intelligence and recommendation algorithms, so clients do not have to spend hours browsing stores or sifting through choices online. The company says it has delivered over 100 million Fixes and, as of August 1, 2026, had approximately 2,277,000 active clients.

Clients engage in two main ways. In the Fix experience, a Stylist curates a shipment of items informed by the company's algorithms, using the client's onboarding quiz answers on style, fit and budget. Clients can schedule regular auto-ship deliveries or order on demand, keep any items they like and return the rest in a prepaid bag. Stitch Fix charges a $20 styling fee per Fix, credited toward purchases, or a $49 annual Style Pass fee for unlimited styling, also credited toward purchases. Through Freestyle, clients buy directly on the website or mobile app from individualized item and outfit recommendations, with no styling fee. The assortment covers Women's, Men's, Kids, Petite, Maternity and Plus apparel, plus shoes and accessories, across multiple price points. Merchandise comes from brand partners, including items designed exclusively for Stitch Fix, and from the company's Owned Private Label Brands. Data science also supports Stylist matching, merchandise buying, inventory placement, pricing and markdowns, and newer AI tools generate outfit recommendations and virtual try-on features.

Stitch Fix operates only in the United States and has one reportable segment. It ceased its UK operations in fiscal 2024, reported as a discontinued operation. Its customers are consumers, and its brand partners use it as a channel to reach new clients and receive feedback-based insights. Sales are spread fairly evenly through the year rather than concentrated in the holiday quarter. In fiscal 2026, quarterly shares of net sales were 26%, 25%, 25% and 24%.

Stitch Fix buys merchandise directly from brand partners and from vendors for its Owned Private Label Brands. Those vendors handle manufacturing to Stitch Fix's specifications, and independent firms audit factory working conditions. The company runs three U.S. fulfillment centers, in Arizona, Georgia and Indiana, along with a reverse logistics operation for returns. It competes in the highly competitive retail apparel industry against eCommerce companies, local, national and global retail stores, specialty retailers, discount chains and their online offerings. It competes mainly on client experience, brand, product selection, quality, convenience and price. As of August 1, 2026, it had approximately 4,240 employees, including 1,575 Stylists and 1,830 fulfillment center employees. It was incorporated in Delaware in 2011 as rack habit inc. and is headquartered in San Francisco, California.