TECHNOLOGY

Stitch Fix launches a new subscription box—for kids

BY Deena M. Amato-McCoy

Stitch Fix is making its shopping experience a family affair.

On Tuesday, the apparel subscription service expanded its offering with a new box aimed at girls and boys. The box, called Kids Fixes, includes between eight and 12 pieces of clothing and accessories from well-known brands, including Under Armour, Nike and Sovereign Code, as well as exclusive product from Rumi + Ryder, the compa-ny’s private label collection of playwear and essentials.

Merchandise is available in sizes 2T-14, and each box ranges from $10 to $35. Customers that keep all items receive a 25% discount. They are also required to pay a $20 styling fee, which is applied to-ward any item purchased in their child’s box. Unwanted merchandise can be returned with free shipping.

New and existing customers fill out a style profile, and pick the date to receive their first box. Existing customers can manage their child’s profile directly from their own.

“At Stitch Fix, our goal has always been to help our clients discover products and styles they love,” said Katrina Lake, founder and CEO of Stitch Fix. “Stitch Fix Kids is a fun and engaging way for kids to find clothes they love and feel their best in, while saving parents time.”

Stitch Fix is the latest company to compete in the growing children’s clothing subscription segment. Other companies that have found a way to differentiate themselves in the increasingly crowded category include BabyGap, Old Navy, Target and Kidbox, among others.

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