Stitch FixSFIX

Why is Stitch Fix interesting?

Stitch Fix is an online fashion retailer that offers a personalized stylist subscription service (Fix) and a personalized online store (Freestyle). The company was founded by Katrina Lake in 2011 with a mission to use data to personalize the shopping experience for women.

Stitch Fix collects ~85 data points from new customers which are then fed into an algorithm and combined with the knowledge of part-time stylists to personalize each customer’s assortment. Customers can subscribe to receive a Fix, 5 products on a regular cadence, or shop the personalized assortment on Freestyle, SFIX’s online store.

SFIX has ~4m active clients with an ARPU of over $500 and ~80% success rate of the first Fix. Pre-covid, the company generated consistent FCF and is now burning cash in a period of transition from the Fix to a Freestyle model.

SFIX is 30% insider owned although the founder has recently stepped aside to become Executive Chair.

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Stitch Fix: Integrating Fix and Freestyle

SFIXStitch Fix

Executive Bio

John Stratford

Former VP at Stitch Fix & Former SVP at GAP Online

Interview Transcript

Disclaimer: This interview is for informational purposes only and should not be relied upon as a basis for investment decisions. In Practise is an independent publisher and all opinions expressed by guests are solely their own opinions and do not reflect the opinion of In Practise.

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