Allume

What Allume does

Allume is a direct-to-consumer online personal styling service founded in 2016 and headquartered in Menlo Park, California, targeting busy professional women and consumers seeking style transformation. The core product pairs clients with real human stylists who conduct 1:1 text-based consultations: customers complete a style quiz, are matched with a personal stylist, receive a digital lookbook of three head-to-toe looks, and purchase selected items through a single checkout that ships directly from hundreds of partner brands at no markup. The platform is built on a Python/Django backend with a jQuery frontend, deployed on NGINX and AWS with Redis, Docker, and Celery for infrastructure, and incorporates machine-learning models for client-stylist matching and clothing recommendations. Product extensions include Shop the Look (self-serve browsing), Beauty and Home curated categories, and multi-month subscription memberships with discounted styling sessions.

Name

Allume

Legal name

Allume, Inc.

Website

https://allume.co

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Allume is an online personal styling platform that pairs busy professional women with real human stylists via text consultations, producing curated digital lookbooks purchasable across hundreds of brand partners at no markup.

Ownership category

akta.pro rank

Product category

Online Personal Styling Services

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Personal Color Analysis & Style Consulting (HSACAJAD)

Keywords

• Online personal styling
• Wardrobe curation service
• Fashion recommendation platform
• Stylist matching service
• Digital lookbook shopping

Headquarters

HQ city

Menlo Park

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Styling Session Fees: One-time styling sessions at $30 per session (refunded with purchase). Subscription styling services available with multi-month memberships at discounted rates. The styling fee is refunded when the customer makes a purchase from their lookbook.
2. Transaction Facilitation: Allume processes customer orders through third-party brands and retailers. Customers purchase items directly from the lookbook with single checkout across multiple brands. Allume takes orders on behalf of clients and shares payment info with third-party vendors.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Allume is an online personal styling service that matches busy professional women with real human stylists for 1:1 text-based consultations. Clients complete a style quiz, get matched with a personal stylist, and receive three personalized head-to-toe looks in a digital lookbook. Customers can then purchase items directly from hundreds of curated brands through a single checkout, with items shipping directly from the brands.

Product overview

Allume is an online personal styling service for busy professional women that operates as a unified platform combining human stylists with technology. The core offering is the Online Personal Styling service, where clients work 1:1 with real human stylists via text to receive personalized clothing recommendations. This is supported by the Shop the Look feature for direct browsing of curated looks, the Style Quiz for profile creation and stylist matching, and the Digital Lookbook for presenting and purchasing personalized looks. The company also offers Subscription Styling Services as a membership add-on for recurring styling sessions with exclusive discounts, and has expanded into Beauty and Home product categories. The technology infrastructure incorporates machine-learning driven recommendation algorithms to support client-stylist matching and personalized clothing/look recommendations.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Personal Styling

Quantifiable outcome

• Styling sessions take approximately 15 minutes via text
• +2 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

39 partnerships are on record, tiered minor.

• Veronica BeardminorOthersBrand partner featured in Allume's curated brand collection. Stylists source items from this brand for client lookbooks.
• Bloomingdale'sminorOthersDepartment store brand partner. Items ship directly from Bloomingdale's to customers when purchased through Allume lookbooks.
• Diane Von FurstenbergminorOthersDesigner brand partner available in Allume's brand catalog for stylist selections.
• EverlaneminorOthersDirect-to-consumer brand partner known for ethical manufacturing. Available for stylist-curated looks.
• Neiman MarcusminorOthersLuxury department store partner. High-end designer items available through Allume styling.
• ModClothminorOthersContemporary fashion brand partner available for Allume stylist selections.
• RevolveminorOthersOnline fashion destination partner. Items sourced for Allume client lookbooks.
• Free PeopleminorOthersBoho-inspired lifestyle brand partner available for Allume stylist selections.
• Saks Fifth AvenueminorOthersLuxury department store partner offering high-end fashion options through Allume styling.
• Frame DenimminorOthersPremium denim brand partner available for Allume lookbooks.
• RailsminorOthersContemporary clothing brand partner in Allume's catalog.
• Ann TaylorminorOthersProfessional women's wear brand partner available for workwear styling.
• Alice and OliviaminorOthersDesigner brand partner in Allume's curated collection.
• Dolce VitaminorOthersContemporary footwear and apparel brand partner.
• Rebecca MinkoffminorOthersDesigner brand partner available for Allume stylist selections.
• VinceminorOthersContemporary luxury brand partner in Allume's catalog.
• SplendidminorOthersPremium basics and loungewear brand partner.
• Sam EdelmanminorOthersFootwear brand partner available for Allume styling.
• ReformationminorOthersSustainable fashion brand partner in Allume's collection.
• AG JeansminorOthersPremium denim brand partner available for styling.
• James PerseminorOthersCalifornia-inspired luxury basics brand partner.
• Karen KaneminorOthersContemporary women's clothing brand partner.
• TopshopminorOthersBritish fashion brand partner available for Allume selections.
• Tory BurchminorOthersDesigner lifestyle brand partner.
• NikeminorOthersAthletic wear brand partner for active lifestyle styling.
• AdidasminorOthersAthletic and lifestyle brand partner.
• EquipmentminorOthersSilk apparel brand partner in Allume's collection.
• Eileen FisherminorOthersSustainable women's fashion brand partner.
• PaigeminorOthersPremium denim brand partner available for styling.
• Halston HeritageminorOthersDesigner brand partner in Allume's catalog.
• MillyminorOthersContemporary women's wear brand partner.
• Marc JacobsminorOthersLuxury designer brand partner.
• GucciminorOthersItalian luxury brand partner available for high-end styling.
• PradaminorOthersItalian luxury fashion house partner.
• Saint LaurentminorOthersFrench luxury fashion house partner.
• ValentinominorOthersItalian luxury fashion brand partner.
• BarneysminorOthersLuxury department store partner.
• Bergdorf GoodmanminorOthersLuxury department store partner.
• IntermixminorOthersluxury boutique partner available for styling.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stitch Fix: Public company offering online personal styling with a mix of algorithm and human stylist recommendations; ships directly to customers. Closest direct competitor to Allume's core online styling service, though Stitch Fix holds its own inventory.
• Dia & Co: Online styling subscription service focused on plus-size women's fashion. Direct competitor targeting an overlapping consumer (women seeking curated, stylist-led fashion) with a more defined niche.
• Le Tote (Lord & Taylor): Subscription-based clothing rental and styling service, now part of Lord & Taylor. Comparable as a stylist-led, digital-first women's apparel service.
• Wantable: Online personal styling service offering curated clothing, accessory, and fitness edits. Comparable as a digital-first styling service combining stylist input with e-commerce.
• Trunk Club (Nordstrom): Nordstrom-owned online personal styling service that pairs customers with stylists for curated clothing shipments. Direct competitor in human-stylist-driven online styling, leveraging Nordstrom's retail infrastructure.

Broad incumbents

• Nordstrom Personal Stylist: Department store giant offering in-store and online personal styling services. A broader incumbent providing comparable stylist-led service as part of a much larger retail operation.
• Macy's Stylist Service: Major department store offering personal-stylist appointments online and in-store. Provides overlapping styling service within a much larger retail assortment and customer base.
• Amazon Personal Shopper: Amazon's premium styling service offering hand-picked clothing, shoes, and accessories from a personal stylist. Broad incumbent with vast catalog leverage; competes on similar service model but bundled inside Amazon Prime.

Emerging players

• Wishi: Online personal styling service that connects users with stylists for curated outfit recommendations. Emerging peer with similar stylist-driven, text/virtual consultation model but smaller scale than Allume.
• Cladwell: App offering daily outfit recommendations and capsule wardrobe tools with an element of stylist input. Comparable as a tech-enabled personal-styling experience targeting similar busy professional women.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/allumestyle
• Instagraminstagram.com/allumestyle
• Pinterestpinterest.com/allumestyle
• Xx.com/allumestyle

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Allume