The story
Founding and growth: 2011–2019
Stitch Fix was founded in 2011 by Katrina Lake and former J.Crew buyer Erin Morrison Flynn. The business was originally called Rack Habit, and was initially run out of Lake's apartment in Cambridge, Massachusetts. The company began by catering only to women, but it has subsequently expanded to men's clothing, plus sizes, maternity wear, and kids.
In 2014, Stitch Fix started to be profitable. In July 2016, the company ended its fiscal year with recorded sales of $730 million, and in May 2017, the company had raised $42 million from outside investors.
In November 2017, the company went public on Nasdaq. It was the first female-led company to launch an IPO in over a year.
Leadership changes and restructuring: 2020–2023
In August 2021, Elizabeth Spaulding replaced founder Katrina Lake as CEO. In January 2023, Spaulding stepped down as CEO, and Lake returned as interim CEO. Former Macy's executive Matt Baer was named CEO in June 2023.
In June 2022, Stitch Fix laid off approximately 15% of its salaried staff, which equated to around 330 employees, citing slowing growth in the e-commerce retail industry as the reason for the cuts.
In January 2023, Stitch Fix announced it would reduce its salaried workforce by about 20% and CEO Elizabeth Spaulding would step down. Founder Katrina Lake returned as interim CEO. The changes were part of a broader restructuring after a time of sliding sales.
In June 2023, Matt Baer was named Stitch Fix's new CEO. Katrina Lake continued in her role as executive chairperson of the board.
Recent developments: 2024–2026
In the first quarter of fiscal year 2024, Stitch Fix ceased operations of its business in the United Kingdom. The company said it would focus solely on its core U.S. market.
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In 2024, Stitch Fix outlined a multi-year transformation strategy structured around three phases: rationalize, build, and grow. The strategy was introduced as part of the company's efforts to stabilize the business, simplify operations, and return to sustainable growth. By fiscal year 2025, the company stated that it had entered the "grow" phase of this transition.
In August 2024, as part of its transformation, Stitch Fix began rolling out updates to its client experience. The changes focused on creating more ways for clients to engage, adding flexibility to how they shop, making Stylists more visible, and improving the overall assortment. As part of a broader rebrand, the company introduced Retail Therapy, a brand platform built around real shopping frustrations and therapy-inspired storytelling, across social media, television, over-the-top video, and YouTube.
As part of these changes, Stitch Fix introduced an AI tool called StyleFile, a personalized resource assigned to each Stitch Fix customer based on their preferences and shopping behavior, that defines their style, resulting in multi-faceted profiles that can include styles like "edgy" or "boho". Stitch Fix also introduced Stylist Profiles, which provides a profile for each stylist that features their "unique expertise and work portfolio, as well as related interests".
In August 2025, Stitch Fix announced its latest set of changes to its client experience, including several that leverage GenAI. These included Stylist connect, a feature that allows clients to communicate with a stylist outside of their scheduled Fix, AI Style Assistant, which was designed to help clients articulate their style preferences, and the launch of Stitch Fix Vision, a generative-AI style visualization tool.
On October 6, 2025, Stitch Fix launched Stitch Fix Vision. Clients who use Vision upload a selfie or full-length photo and receive AI-generated images of themselves wearing recommended outfits based on individual style profiles.
In December 2025, Stitch Fix reported net revenue of $342.1 million, a 7.3% year-over-year increase. It had around 2.31 million active clients, down 5.2% year-over-year, but net revenue per client rose 5.3% to $559. Gross profit was $149.3 million. In June 2025, Stitch Fix announced its return to YoY revenue growth and in December, the company began 2026 with no debt. It announced it expected to be free cash flow positive throughout 2026, and in June of that year reported its fifth consecutive quarter of year-over-year revenue growth, sequential growth in active clients and its third consecutive quarter of year-over-year growth in new clients.
In June 2026, Stitch Fix appointed former IPSY CTO, Sree Sreedhararaj, as the chief product and technology officer. In the same year, Stitch Fix expanded Vision with ‘See It On Me,’ allowing clients to generate personalized images of themselves wearing recommended outfits on demand.
From Wikipedia’s article on Stitch Fix, shared under CC BY-SA 4.0.7