Outfittery

Outfittery operates as an online personal shopping service, catering to individuals in multiple European countries by delivering a curated and personalized fashion experience. Founded in Berlin in 2012 by Julia Bösch and Anna Alex, the company emerged from an inspiring observation in New York City of a friend's positive experience with a personal shopper. Both founders leveraged their prior e-commerce experience—Bösch at Zalando and Alex at Rocket Internet—to identify and address a gap in the market for a convenient and simplified shopping solution, particularly for men who found traditional shopping overwhelming.

The business model is centered on a curated retail approach, eliminating subscription fees for the styling service itself. Revenue is generated directly from the sale of clothing items that customers decide to keep from their curated boxes. The company procures apparel from over 100 brands at wholesale prices and sells them at retail value. The process begins with a client filling out an online questionnaire about their style preferences, sizes, and budget. A combination of artificial intelligence and a team of personal stylists then selects individual outfits, which are shipped directly to the customer's home. Customers can try on the clothes, keep what they like, and return the rest free of charge, a model designed to reduce the uncertainty of online shopping.

Initially focused on menswear, Outfittery targeted a demographic often underserved by engaging retail experiences. The service has since expanded to include womenswear. A significant milestone in the company's history was the May 2019 merger with its Berlin-based competitor, Modomoto. This all-share deal consolidated their market position, creating a combined entity with Julia Bösch as CEO, and aimed to accelerate growth across Europe. The merged company continued to operate under the Outfittery brand across nine European markets, including Germany, Austria, Switzerland, the Benelux countries, Sweden, Denmark, and France. In early 2025, the company further expanded its reach by merging with the Spanish online personal shopping platform Lookiero, forming the Lookiero Outfittery Group to lead the European market.

Keywords: personal shopping service, curated fashion, online styling, menswear, womenswear, e-commerce, fashion tech, curated retail, style box, wardrobe consulting, European fashion, Julia Bösch, Anna Alex, Modomoto merger, Lookiero merger, Berlin startup, clothing subscription alternative, online retail, personal stylist, data-driven fashion