Wantable
Wantable is a direct-to-consumer personal styling service that delivers curated nine-item boxes of women's and men's apparel across everyday, active, sleep, and themed collections, matched 1:1 with human stylists and priced via a $20 credited styling fee plus per-item purchases.
- Company typePrivate
- Founded2012
- HeadquartersMilwaukee, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Wantable does
Wantable is a direct-to-consumer personal styling subscription service founded in 2012 and headquartered in Milwaukee, Wisconsin. The company delivers curated "Edits" — boxes of nine clothing and accessory items — to customers' doors across four core product lines: women's Style Edit (everyday fashion), women's Active Edit (athleisure), women's Sleep & Body Edit (loungewear and lingerie), and men's Active Edit (men's athleisure). Each customer completes a style quiz capturing style, fit, budget, and brand preferences, is matched with a 1:1 human stylist, and can preview, request, or decline items before shipment via the Stream and Box Preview features. The company has shipped 4.5+ million boxes since founding and employs 500+ people nationwide.\n\nThe business model is pay-as-you-go curation with a $20 non-refundable styling fee per Edit that is credited toward any items the customer keeps. Revenue is generated primarily from net item sales (customers pay only for kept items; returns are free with prepaid labels), the styling fee, and ancillary revenue from digital gift cards starting at $25. The MyWantable Rewards™ loyalty program offers tiered cash-back credits ($25 for 3+ items, $60 for 6+, $90 for all 9) to drive keep rates, and Klarna and Afterpay provide installment payment options. The company also operates Themed Edits — limited-edition seasonal capsule collections (e.g., Coastal Club, COZYTOBER®, European Summer) — and a private-label brand, W. by Wantable.\n\nDistribution is exclusively through the company's own e-commerce website, supported by a multi-channel marketing mix covering Instagram, TikTok, Facebook, Pinterest, Twitter/X, email, SMS, a referral program (Give $25 Get $25), and an influencer/affiliate partner program. The company has no publicly disclosed funding rounds, no parent company, and operates as a privately held US-focused business. Customers are individual consumers; no enterprise or B2B segment is served.
Wantable firmographics
Firmographics- Name
- Wantable
- Legal name
- Wantable
- Website
- https://wantable.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Wantable is a direct-to-consumer personal styling service that delivers curated nine-item boxes of women's and men's apparel across everyday, active, sleep, and themed collections, matched 1:1 with human stylists and priced via a $20 credited styling fee plus per-item purchases.
- Ownership category
- akta.pro rank
Wantable industry classification
Industry- Product category
- Personal Styling Subscription Services
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Virtual Styling & Outfit Planning (HSACAJAF)
Keywords
Where Wantable is headquartered
LocationHeadquarters
- HQ city
- Milwaukee
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wantable business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Styling Fee: $20 non-refundable styling fee charged per Edit, credited toward any items the customer keeps. If customer keeps 1+ items, the fee is effectively covered.
- Item Sales: Revenue from sale of clothing and accessories. Customers only pay for items they choose to keep from their curated Edit. No charge for items returned.
- Cash Back Credits: Loyalty rewards issued as account credit: $25 for keeping 3+ items, $60 for 6+ items, $90 for all 9 items. Credits apply to future orders.
- Gift Cards: Digital gift cards sold starting at $25, redeemable toward any Edit
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Style Edit - Everyday fashion with 9 stylist-selected items |
| Subscription | Pay-as-you-go | Active Edit - Athleisure & workout wear |
| Subscription | Pay-as-you-go | Sleep & Body Edit - Loungewear & lingerie |
| Subscription | Pay-as-you-go | Men's Active Edit - Men's activewear |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels11 records
Wantable product offering
Product offeringCore offering
Wantable is a direct-to-consumer personal styling subscription service that delivers curated boxes of clothing and accessories to customers. After completing a style quiz, customers are matched with a personal stylist who handpicks items; the customer receives a box (typically 9 items) to try on at home for five days, with free shipping and returns, before deciding what to keep. The service spans everyday women's style, activewear, sleep and body, men's activewear, and themed occasion-based edits.
Product overview
Wantable is a personal styling subscription service offering four core Edits: Style Edit for everyday women's fashion, Active Edit for women's athleisure, Sleep & Body Edit for women's loungewear and lingerie, and Men's Active Edit for men's athleisure. Each Edit delivers 9 stylist-curated items to customers' doors with free shipping and returns, requiring only a $20 styling fee credited toward purchases. The company also offers limited-edition Themed Edits for seasonal occasions, a Stream feature for requesting/declining items, a MyWantable Rewards loyalty program with cash-back tiers, and digital gift cards. Founded in 2012 and headquartered in Milwaukee, Wisconsin, Wantable combines human stylist expertise with technology to personalize each edit based on customer preferences and feedback.
Differentiator
Problem solved
Functional benefit
Brands
- MyWantable Rewards™: Loyalty program offering Cash Back Credits and exclusive perks for repeat customers.
- W. by Wantable
Products and services
- Style Edit Subscription-based curated edit of nine handpicked everyday women's apparel and accessories items, delivered to the customer's door after a style quiz for a five-day home try-on with free shipping and returns.
- Active Edit
Quantifiable outcome
- Saves 2.5 hours per Edit compared to traditional shopping
- +3 more outcomes
Companies that use Wantable
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
Wantable technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability1 record
Feature4 records
Wantable partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and supporting.
- Daisie FoundationminorPartnership for holiday toy donations. Wantable volunteers wrapped nearly 700 presents and partnered with Daisie Foundation to surprise K3-8th grade students at Alexandria Mitchell Integrated School of the Arts with holiday gifts and Wantable goodies for teachers and staff.
- ABCD (After Breast Cancer Diagnosis)minorBreast cancer awareness partnership in honor of Breast Cancer Awareness Month. Five breast cancer survivors—who are also ABCD volunteer mentors—were gifted free boxes including 7 items of clothing and/or accessories from their choice of Style, Active, or Sleep & Body Edit through the Styling It Forward program.
- Keep Greater Milwaukee BeautifulminorEnvironmental community partnership for litter clean-ups in the Milwaukee area, helping restore beauty to the city through volunteer clean-up efforts.
- Milwaukee RiverkeeperminorEnvironmental community partnership for waterway clean-ups and restoration efforts in the Milwaukee community.
- KlarnasupportingPayment plan partner offering customers the ability to pay for their Edit in 4 interest-free payments, making purchases more accessible.
- AfterpaysupportingPayment plan partner offering customers installment payment options for their Edit purchases.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Wantable competitors and assessment
Company assessmentDirect peers
- Stitch Fix: Stitch Fix is the most direct competitor, offering women's and men's clothing and accessories via curated boxes with personal stylists using a hybrid human-plus-algorithm model. Operates in the same subscription-based personal styling category with similar try-before-you-buy economics.
- Dia & Co: Dia & Co is a personal styling subscription service focused on plus-size women's clothing, sending curated boxes of apparel and accessories. Directly comparable in business model and target customer (women seeking styling help), though differentiated by size-inclusivity positioning.
- Nuuly (URBN): Nuuly is Urban Outfitters' subscription clothing rental service offering curated selections of apparel and accessories. Comparable subscription-box business model targeting similar women's demographic, with six-item monthly boxes instead of Wantable's nine-item Edits.
- DailyLOOK: DailyLOOK is a personal styling service that delivers curated boxes of women's clothing with stylist recommendations. Directly comparable subscription styling model with try-before-you-buy mechanics, though smaller scale and primarily U.S.-focused like Wantable.
- Le Tote: Le Tote (acquired by Lord & Taylor/Talbots) was a women's clothing rental subscription service offering curated boxes with try-before-you-buy. Comparable subscription styling mechanics and customer demographic, though now part of a larger incumbent retailer's portfolio.
Broad incumbents
- Nordstrom Trunk Club: Trunk Club is owned by Nordstrom and offers curated clothing boxes with personal stylists for men and women. Comparable personal styling model with department-store backing providing brand inventory depth, though it operates as part of Nordstrom's broader retail portfolio.
- Amazon Personal Shopper: Amazon offers Prime Personal Shopper style boxes with stylist-curated apparel from its massive catalog. Comparable curated-box offering but embedded within Amazon's broader retail ecosystem, providing structural advantages in selection, logistics, and pricing that Wantable cannot match.
- Rent the Runway: Rent the Runway is a subscription clothing rental service for women's apparel and accessories, sharing the curated-wardrobe subscription model and target customer. Different in that it is rental-focused rather than purchase, but operates adjacent in the personal-wardrobe-as-service category.
Emerging players
- ThredUp: ThredUp is a leading online resale platform that also offers curated Goody Boxes of secondhand clothing. Comparable in the curated-apparel-box format and overlap in customer demographics, though differentiated by resale rather than new merchandise.
- MM.LaFleur: MM.LaFleur is a women's workwear brand that offers personal styling consultations and curated outfit selections. Comparable use of human stylists for personalization but differentiated by a focus on professional/office wardrobe versus Wantable's broader lifestyle positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Wantable social profiles
Digital presenceWantable financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wantable leadership team
Management profileNumber of profiles
Wantable funding detail
Funding detailFunding overview
Funding rounds5 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wantable M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wantable
What does Wantable do?
Wantable is a direct-to-consumer personal styling subscription service that delivers curated boxes of clothing and accessories to customers. After completing a style quiz, customers are matched with a personal stylist who handpicks items; the customer receives a box (typically 9 items) to try on at home for five days, with free shipping and returns, before deciding what to keep. The service spans everyday women's style, activewear, sleep and body, men's activewear, and themed occasion-based edits.
Is Wantable a public or private company?
Wantable is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wantable founded?
Wantable was founded in 2012. It employs 251 to 500 people.
Where is Wantable based?
Wantable is headquartered in Milwaukee, United States, in the North America region.
How does Wantable make money?
Four revenue lines are on record. Styling Fee is the primary driver. The others are item Sales, cash Back Credits and gift Cards.
Who are Wantable's main competitors?
Direct peers on record are Stitch Fix, Dia & Co, Nuuly (URBN), DailyLOOK and Le Tote. Broad incumbents are Nordstrom Trunk Club, Amazon Personal Shopper and Rent the Runway. Emerging players are ThredUp and MM.LaFleur.
Does Wantable have an API?
No public API is recorded for Wantable.
What industry is Wantable in?
Wantable's product category is Personal Styling Subscription Services. Its primary akta.pro industry code is HSACAJAF, Virtual Styling & Outfit Planning. Its NAICS code is 458110 and its SIC code is 5600.