Stitch Fix is an online personal styling service that sells clothing and accessories to consumers in the U.S. The core offering, called "Fix," has a stylist curate a box of up to 8 apparel items, shoes, or accessories for each client, informed by AI-driven recommendation algorithms, and ship it to the client to try at home. Clients keep what they want and return the rest using a prepaid bag. Stitch Fix also runs "Freestyle," a direct e-commerce channel where clients browse a personalized, algorithm-curated selection without a styling fee. Stitch Fix sells women's, men's, and kids' apparel across multiple price points, including national brands and its own private label brands, which account for roughly 40-50% of the product mix. Revenue is driven by active client count and revenue per active client, which was $549 in Q4 FY25. Stitch Fix charges a $20 styling fee per Fix, which is credited toward purchases. Gross margins run around 43-45%, with private label brands carrying higher margins than national brands. Once a client is enrolled, subsequent Fix shipments are largely organic, meaning Stitch Fix does not need to pay ongoing acquisition costs to generate repeat revenue. Key growth initiatives include expanding Fix sizes to up to 8 items, rolling out a generative AI style assistant, enabling real-time stylist-client messaging, and expanding the brand assortment and non-apparel categories. As of August 2025, Stitch Fix had approximately 2.3 million active clients.