Stitch Fix launches in the UK

By

Barbara Santamaria

Published
May 9, 2019

Stitch Fix, an online service combining algorithms and personal stylists to provide curated wardrobes, has made its UK debut.

The company is attempting to grab a share of the lucrative UK fashion ecommerce market and will compete with local businesses such as Thread, Intelistyle and the personal shopping services of powerhouses like Net-A-Porter and Amazon.

In the US, Stitch Fix has grown quickly since the first shipment in 2011. The company went public last year, and announced a 26% increase in revenue to $1.2b in the year ended 28 July 2018.

Three million customers are actively using the platform in the US, but will the concept find success across the pond? The UK is Stitch Fix’s first international market and will involve making some changes to its core offering.

For one thing, the platform has hired UK stylists and buyers to ensure it has the right brands and products for the launch. The UK version will source from brands including Sweaty Betty, Joules, Rag & Bone, Oasis, Warehouse, Whistles and French Connection - all popular brands amongst UK consumers.

So how does it work? Users can sign up online to create a style profile and add information such as their age, height, weight, preferences for fit, budget and lifestyle. This data is then used by personal stylists to curate a selection of garments, accessories and shoes, which is delivered to the user’s home for a £10 fee.

Stitch Fix said styles will cost from £40 to £160, and the £10 fee will be deducted from the cost of any items customers want to keep.