PVH, the American fashion giant renowned for its brands like Tommy Hilfiger and Calvin Klein, has recently made a strategic move by selling its digital showroom technology, Stitch. This technology, initially part of PVH’s in-house startup Stitch, has been acquired by Fashion Cloud, a leading B2B fashion wholesale platform. This decision underscores PVH’s commitment to focusing on its core brands while facilitating the expansion of Stitch within Fashion Cloud’s ecosystem.
Stitch’s digital showroom technology represents a shift in the traditional wholesale buying process, eliminating the cumbersome reliance on physical product samples. Initially introduced as Stitch 3D within PVH’s strategic investment framework in 2019, it underwent a series of transitions, merging with sister company Hatch before being amalgamated under the unified identity of Stitch. However, with this recent acquisition deal, Fashion Cloud is exclusively acquiring the digital showroom component, while the 3D design segment (Stitch Hub) is reintegrating into PVH Europe.
Fashion Cloud, known for linking more than 700 brands with over 20,000 retailers, notably secured € 25 million in Series B funding, bolstering its position in the industry. This acquisition aims to leverage the capabilities of Stitch’s digital showroom technology, empowering retailers to pre-order items showcased digitally while gaining insights for optimizing their inventory management.
Alies ter Kuile, co-founder of Fashion Cloud, expressed admiration for Stitch’s role in revolutionising showroom sales practices, significantly reducing reliance on physical samples. This acquisition aligns with Fashion Cloud’s objective of fostering collaboration and transparency within the wholesale sector.
By acquiring Stitch’s digital showroom technology, Fashion Cloud further solidifies its role at the digital frontier, enabling brands and retailers to showcase their exclusive collections in an engaging manner.
