Stitch Fix ventures into kidswear

Stitch Fix, the online service which sends clients boxes with clothing items handpicked by a personal stylist, allowing them to choose which items to keep and which ones to send back, has been extended to include kidswear. Launched today, Stitch Fix Kids features clothing and accessories from over 50 brands in sizes 2T to 14, with average prices ranging from 10 US dollars to 35 US dollars per item. Each box comes with 8 to 12 items.

"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, in a statement. "Now, we want to inspire the same confidence in our littlest clients”.

Parents can manage their kids’ profiles directly from their own. A styling fee of 20 US dollars is added to the price of each item the client decides to keep. However, if all items are kept, the shopper receives a 25 percent discount.

Stitch Fix is growing quite rapidly. Founded in 2011 and valued at more than 2 billion US dollars, the company went public in November and has seen its stock double in value since. Stitch Fix’s success prompted Amazon to launch a similar service, called Amazon Prime Wardrobe, last month.