Stitch Fix’s new growth strategy: Letting nonsubscribers shop directly, too

Stitch Fix has thrived by often correctly guessing what items its more than 3.4 million clients will want to keep when the e-commerce company sends them a box of five pieces of clothing.

The company uses sophisticated algorithms and human stylists to choose which items to send in each shipment, called a “fix,” based on input from the client and their past purchasing behavior.

Now, with its business under pressure from the COVID-19 outbreak, Stitch Fix is looking to bolster that approach by letting nonsubscribers shop as they would on a traditional e-commerce site. This follows an initial test launched