Fitz wants to get in the closet with you.
The New York-based company will send stylists to your clothes closet, help analyze what you wear and why, and reorganize the clothing and accessories that make the cut.
“It’s really kind of cathartic,” says Fitz co-founder Alexandra Wilkis Wilson. “We help clients manage their wardrobes and maximize the space and efficiency of their closets.”
Fitz—the name is a play on “fits,” as in what best fits in your closet or on your body—works like this: two stylists are sent to a home for a three-hour makeover for $400. (The service is only available in the New York area.) The women come to a home armed with racks and other organizing tools and begin an assessment of the closet as well as the customer’s style goals. They ask customers questions like, “when was the last time you wore this?” or “why haven’t you worn this recently?”
“The average consumer wears about 20 percent of their wardrobe and the number one reason why they don’t wear something is weight gain,” Wilson says.
Fitz differentiates itself from traditional stylist services, which typically take place in stores, by offering advice at home in context with a person’s existing wardrobe, Wilson says. The company also provides the nuts and bolts of professional organizing. The whole process can get very personal, Wilson says, so stylists are trained to be aware of an individual’s sensitivities. “Going into other people’s homes is very intimate,” she says. “People are not used to having other people in there and there’s a lot of storytelling that can come out in people’s closets: pieces that bring happy memories, sad memories. Insecurities come out.”
In addition to the fees paid by customers, Fitz makes money through partnerships with other retail businesses. After all, once you’ve purged your closet of things you don’t wear, Fitz can help replenish those empty hangers with items that you will use. The company also can connect customers to businesses like re-sellers—who will buy that vintage coat you never wear—or tailors and cobblers to make adjustments and repairs on clothing and shoes. (Fitz takes a referral fee from those businesses.)
Fitz, which launched earlier this year, has a small team of employees and 25 stylists who work part-time. (Wilson declined to disclose how much investment Fitz has raised.) The company is the latest founded by Wilson, who had previously started flash sales site Gilt Groupe in 2007. Seven years later, she left and formed Glam Squad, a mobile beauty services provider. (Wilson left Glam Squad in 2016. That same year, Gilt was sold to Hudson’s Bay Company for $250 million, after having raised $280 million in funding.)
After nearly a decade in the e-commerce industry, Wilson is taking a more analog approach to how the retail industry affects our lives. As our world gets messier and more chaotic around us, Wilson says more people are seeking ways to get organized—even if that’s just our bedroom closet. Think of the service as Marie Kondo’s book come to life. (Kondo’s best-selling book advises to get rid of things that don’t bring us “joy.” And two of Fitz’s stylists are certified by Kondo.)
Fitz stylists don’t ask if certain clothing items “bring joy,” but Wilson says they do try to bring mindfulness to what is normally a cluttered part of our homes. While most of Fitz’s customers are women, Wilson says they also tackle men’s and kid’s closets.
“A lot of clients schedule follow-ups,” she says. “They get excited about the experience and want to do everybody’s wardrobes.”