PVH, the well-known American fashion company recognized for brands like Tommy Hilfiger and Calvin Klein, has recently taken a strategic step by selling its digital showroom technology, Stitch. This technology, initially part of PVH’s in-house startup Stitch, has now been acquired by Fashion Cloud, a leading B2B fashion wholesale platform. PVH’s move highlights its commitment to focusing on its main brands while supporting Stitch’s expansion within Fashion Cloud’s ecosystem.
Stitch’s digital showroom technology represents a change in the traditional wholesale buying process, doing away with the need for physical product samples. First introduced as Stitch 3D in PVH’s strategic investment plan in 2019, it went through changes, merging with sister company Hatch before consolidating under the unified identity of Stitch. In this recent deal, Fashion Cloud is exclusively obtaining the digital showroom component, while the 3D design segment (Stitch Hub) is returning to PVH Europe.
Fashion Cloud, known for connecting over 700 brands with more than 20,000 retailers, recently secured €25 million in Series B funding, strengthening its position in the industry. This acquisition aims to harness the capabilities of Stitch’s digital showroom technology, enabling retailers to digitally pre-order showcased items and gain insights to optimize inventory management.
Alies ter Kuile, co-founder of Fashion Cloud, expressed admiration for Stitch’s role in transforming showroom sales practices by significantly reducing reliance on physical samples. This acquisition aligns with Fashion Cloud’s goal of promoting collaboration and transparency in the wholesale sector.
Through acquiring Stitch’s digital showroom technology, Fashion Cloud further cements its position at the digital forefront, empowering brands and retailers to showcase their exclusive collections in an engaging manner.
