Online Styling Service Stitch Fix Is Now Dressing Plus-Size Women

February 22, 2017, 6:26 PM UTC
Stitch Fix Co-Founder Katrina Lake Interview
Photograph by David Morris—Bloomberg via Getty Images

Stitch Fix wants to be the stylist service for every body.

On Wednesday, the retailer announced the launch of Stitch Fix Plus, a new offering that will serve women sizes 14 and above. The expansion comes just a few months after the company entered into the menswear market.

“While it is very rewarding to be in the business of helping women and men look and feel their best, Stitch Fix’s offering felt incomplete without being able to serve a more comprehensive range of women’s sizes,” Stitch Fix founder and CEO Katrina Lake said in a statement.

The company is launching with 90 plus-size brands, including 15 brands that launched plus-size options through the partnership.

There are currently 75,000 women already signed up for the new service, which will begin styling its new plus-size clients next Monday. However, these women represent just the tip of the iceberg when it comes to opportunity in this space: Research firm NPD Group reports that in 2015, although an estimated 67% of American women are size 14 or larger, sales of plus-sized clothing accounted for just 17% of the U.S. women’s apparel market.

Stitch Fix is not the first subscription service to enter the plus-size market nor the first to see the opportunity that it represents. Startup Dia&Co raised $18 million in Series A funding at the end of last year, a round that was led by Silicon Valley behemoth Sequoia Capital.

Both Stitch Fix and Dia have similar models: After filling out a survey on style preferences, customers receive five clothing items to try on at home each month. Subscribers can then choose which items to keep and which to ship back, working with a stylist to hone the appeal of future shipments.

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Since launching in 2011, Stitch Fix has grown to 5,000 employees and five distribution centers. Its latest funding round, a $30 million Series C, was in June 2014. The company’s most recent valuation was $300 million, according to Re/code.

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