Stitch Fix is streamlining its private brands, cutting them from 16 to 10 while expanding into new categories like bags, footwear, and jewelry. The company states this strategy drives revenue growth.
Amy Sullivan, vp of buying and private brands, explained the shift. “We wanted to build our brands to fit the actual lifestyle needs of what our clients are experiencing,” she told a retail publication.
Fewer Brands, More Versatility
The new approach focuses on fewer, more versatile brands.
This approach allows Stitch Fix to better meet customer needs, build loyalty, and help clients create complete wardrobes.
Data and AI Drive Stitch Fix’s Brand Strategy
Data plays a key role in this process. With 2.277 million active clients as of August, Stitch Fix collects feedback from stylists and clients to identify gaps in its offerings. It also uses AI to analyze trends, initiate design, and gather client ratings.
For example, Stitch Fix launched women’s belts and cold-weather accessories across several private brands for fall 2026. This expansion into accessories helps position Stitch Fix’s private brands as “a one-stop shop,” according to Sullivan.
The private brands are performing well. Revenue from these brands is growing strongly year over year, and client awareness is increasing. Today, the top three women’s and kids’ brands at Stitch Fix are private, and private brands make up three of the top five men’s brands.
Stitch Fix’s overall business grew 6.4% year over year in fiscal 2026, with net revenue per active client increasing by 7.8% to $592 in the fourth quarter. However, the company warned that revenue growth could slow due to a challenging consumer environment.
Stitch Fix’s Private Brands: A Timeline of Growth
Stitch Fix launched its first women’s private brands in 2013, followed by men’s in 2016 and kids’ in 2018. Today, some private brands cater to multiple demographics and categories. For instance, the men’s brand 01.Algo offers activewear but also generates 20% of its revenue from workwear.
In August, Stitch Fix introduced a teacher-focused capsule collection for its 41 Hawthorn brand, based on feedback from over 5,000 teacher clients. The collection includes practical, machine-washable items like a 3/4-sleeve button-down shirt and the Lessons to Lounge Trouser.
These items have been among Stitch Fix’s best performers for fall, not just for teachers but also for other customers. Sullivan noted, “That was a big piece of it, too: making sure that, at the end of the day, we can meet a lot of our clients’ needs.”
AI Tools Shape Stitch Fix’s Fashion Trends
Stitch Fix often turns to AI to ensure its private brands are staying on trend. It uses AI tools to analyze pictures taken by Stitch Fix employees going comparison shopping in Paris, New York and London. “[It] gives [us] a sense of, ‘OK, let’s take this. … Let’s pick out the most relevant things. Let’s start to separate [styles] based on different brand aesthetics,’” Sullivan said. The AI can help determine that a bandana theme might resonate more with Market & Spruce, while loose-fit denim may be a better fit for The Commons.
Stitch Fix merchandising experts also use AI prompts to accelerate the design process by putting in a request like, “I need a sweater in a yarn that is not going to be itchy and that is going to allow for stretch.” Merchandising experts then go in and tweak designs from there.
Stitch Fix also built a capability called “Style Shuffle” to gather client feedback on AI-designed clothing concepts for its private brands. In 2026, clients submitted more than 14 million ratings on nearly 2,800 images to help inform upcoming collections.
Private Brands Gain Traction Amid Inflation
Private brands have become increasingly popular as shoppers seek value amid inflation. Retailers like Aldi and Walmart have revamped their private-label offerings, and private brands represent more than 50% of JCPenney’s total business. A 2025 Gartner survey found that 77% of respondents believe store brands can match or exceed the quality of name brands.
Sullivan emphasized the “cost-per-wear” value of Stitch Fix’s private brands, asking her team, “Could she wear this multiple times a month?”
Stitch Fix will continue to build out its private brands in 2027, and customers can expect to see them featured in Stitch Fix’s holiday messaging. It’s the company’s hope that each brand maintains an avid following as Stitch Fix continues to grow.
