TOTE
TOTE is a cloud-based retail scheduling platform that lets shoppers book in-store fitting room appointments and personalized styling sessions via embeddable buttons on retailer e-commerce sites, primarily serving SMB fashion/apparel brands with a tiered SaaS subscription model.
- Company typePrivate
- Founded2021
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What TOTE does
TOTE (legal entity: Tote Shop US Inc) is a cloud-based retail technology platform that bridges online and in-store shopping through a fitting room reservation and personalization scheduling tool. Founded in 2021 and headquartered in Brooklyn, NY, the company enables shoppers to curate a fitting room online, schedule in-store appointments, and book personalized styling sessions via a 'Try On In Store' button that retailers embed in their e-commerce storefronts. The platform integrates natively with the Shopify App Store and provides embeddable code modules for SquareSpace, Wix, and WordPress sites, with supporting integrations for Google Calendar, Stripe, Zoom, and SMS notifications. A merchant-facing TOTE Dashboard handles booking management, configuration of personalization questionnaires, and analytics.
The company operates a tiered SaaS subscription model — Boutique (up to 10 reservations/month), Growth (up to 20), and Premium (20+) — with a 30-day free trial and quote-based pricing for higher tiers. Distribution combines product-led growth through Shopify with self-serve registration and direct demo booking for larger accounts. In 2025, TOTE launched Genie, an AI-powered store associate agent providing real-time access to store policies and procedures, marking a move into retail operations beyond fitting room scheduling.
The customer base is concentrated in fashion and apparel SMBs (Still Here, Simkhai, Sabah, Ramy Brook, Hatch Collection, Lisa Says Gah, Susan Alexandra, Isalis, Unreal Fur, among others) with one disclosed mid-market deployment in convenience retail (Loop Neighborhood Markets for Genie). The company has raised a disclosed $100,000 from Forum Ventures and Right Side Capital Management in 2023 and reports no subsequent institutional rounds, consistent with its founder-controlled, early-stage private status.
TOTE firmographics
Firmographics- Name
- TOTE
- Legal name
- Tote Shop US Inc
- Website
- https://bookwithtote.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TOTE is a cloud-based retail scheduling platform that lets shoppers book in-store fitting room appointments and personalized styling sessions via embeddable buttons on retailer e-commerce sites, primarily serving SMB fashion/apparel brands with a tiered SaaS subscription model.
- Ownership category
- akta.pro rank
Where TOTE is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
TOTE business model
Business model- GTM type
- B2B
- Offering type
- Software
Revenue model
- Subscription Plans: Tote offers tiered subscription plans (Boutique, Growth, Premium) with monthly fitting room reservation limits. The company generates recurring subscription revenue based on tier selection with a 30-day free trial period. Higher tiers include additional features like AI recommendations, merchandising reports, and shopper re-targeting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Boutique Plan: Up to 10 Fitting Room Reservations per month |
| Subscription | Monthly | Growth Plan: Up to 20 Fitting Room Reservations per month |
| Subscription | Monthly | Premium Plan: 20+ Fitting Room Reservations per month |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
TOTE product offering
Product offeringCore offering
TOTE is a cloud-based retail appointment scheduling and fitting room reservation platform that lets shoppers curate a fitting room online, book an in-store try-on time, and arrange personalized styling sessions. The platform integrates with major ecommerce storefronts (Shopify, SquareSpace, Wix, WordPress) via an embeddable TOTE Button, supports calendar/SMS/email notifications, and includes a Genie AI Agent that assists store associates with policy and operational inquiries.
Product overview
TOTE is a unified retail technology platform that connects online and in-store shopping through a fitting room reservation system. The core TOTE Platform enables shoppers to curate items online and schedule time to try them on in physical stores, with appointment confirmations via email, calendar, and SMS. The platform includes a merchant-facing TOTE Dashboard for managing bookings and settings, a TOTE Button widget for e-commerce sites, and a TOTE for Shoppers interface for consumers. Three pricing tiers — Boutique, Growth, and Premium — provide escalating levels of capacity and features, with the Premium Plan adding AI-Powered Recommendations, Shopper Re-Targeting, and Merchandising Reports. Additional modules include the Genie AI Agent (for store associate policy support), a Personalization Questionnaire for capturing shopper preferences, and Zoom Integration for virtual styling sessions.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 95%+ in-store conversion rate
- +3 more outcomes
Companies that use TOTE
Customer profileNamed customers11 records
Segments4 records
TOTE technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability2 records
Feature8 records
TOTE partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- ShopifycoreTote is distributed through the Shopify App Store, allowing Shopify merchants to directly install and integrate TOTE's fitting room booking functionality into their online stores. The partnership targets the SMB retail segment with self-service installation.
- SquareSpacecoreTote provides code integration for SquareSpace websites, enabling SquareSpace-hosted retail stores to embed the TOTE Button for fitting room reservations.
- WixcoreTote provides code integration for Wix websites, enabling Wix-hosted retail stores to embed the TOTE Button for fitting room reservations.
- WordPresscoreTote provides code integration for WordPress websites, enabling WordPress-hosted retail stores to embed the TOTE Button for fitting room reservations.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
TOTE competitors and assessment
Company assessmentDirect peers
- Square Appointments: Square Appointments offers free booking, calendar, and reminder tools to SMB merchants inside the Square ecosystem — the same buyer TOTE targets, with similar calendar/SMS/reminder feature set and zero-friction onboarding via a major commerce platform.
- Boulevard: Boulevard provides appointment booking, client intake, and personalization tooling for beauty and wellness retailers — adjacent to TOTE's beauty and fashion segments with similar front-end experience (booking-first UX, intake forms, calendar sync).
- Calendly: Calendly is the dominant general-purpose appointment scheduling product, often used by stylists and personal shoppers for 1:1 retail consultations. It competes for the same scheduling/calendar/reminder workflow TOTE sells, just without the fitting-room/curation commerce layer.
- Acuity Scheduling: Acuity is a leading SMB appointment-scheduling platform, now owned by Squarespace — one of TOTE's own distribution channels. It overlaps directly on online booking, calendar sync, intake questionnaires, and ecommerce-platform integrations targeted at independent retailers and service businesses.
Emerging players
- StyleSeat: StyleSeat is an appointment-booking marketplace for beauty and wellness professionals, with consumer discovery, intake, and reminder workflows that overlap with TOTE's personalization/booking stack.
- Booksy: Booksy focuses on booking and payments for beauty and barbering businesses, with intake forms and SMS notifications analogous to TOTE's feature set. Geographically broader than TOTE in beauty, but lighter in fashion/furniture verticals.
- Mindbody: Mindbody provides appointment scheduling, intake, and marketing automation for wellness and beauty — verticals TOTE also serves. It overlaps on intake questionnaires, reminders, and re-targeting with TOTE's Premium tier, though centered on services rather than apparel/furniture.
Broad incumbents
- NewStore: NewStore is an omnichannel commerce platform for retail brands, with mobile POS, order management, and clienteling. It competes for the same omni-channel conversion budget as TOTE's fitting-room flow but at a much larger enterprise scope.
- Shopify Bookings: Shopify's first-party booking/appointment app operates natively inside the same Shopify App Store where TOTE distributes. As a free bundled option from the platform owner, it represents the most direct incumbent threat to TOTE's Shopify-based merchant base.
- Tulip: Tulip is a mobile-first in-store clienteling and store-associate platform used by specialty retailers. It addresses TOTE's adjacent problem of converting online intent into in-store conversions, but at enterprise scale and with broader clienteling and inventory workflows.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
TOTE social profiles
Digital presenceTOTE financial estimates
Financial estimateRevenue estimate
Valuation estimate
TOTE leadership team
Management profileNumber of profiles
TOTE funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TOTE 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 TOTE
What does TOTE do?
TOTE is a cloud-based retail appointment scheduling and fitting room reservation platform that lets shoppers curate a fitting room online, book an in-store try-on time, and arrange personalized styling sessions. The platform integrates with major ecommerce storefronts (Shopify, SquareSpace, Wix, WordPress) via an embeddable TOTE Button, supports calendar/SMS/email notifications, and includes a Genie AI Agent that assists store associates with policy and operational inquiries.
Is TOTE a public or private company?
TOTE is a private company. It is currently operating.
When was TOTE founded?
TOTE was founded in 2021. It employs 11 to 50 people.
Where is TOTE based?
TOTE is headquartered in New York, United States, in the North America region.
How does TOTE make money?
One revenue line is on record: subscription Plans.
Who are TOTE's main competitors?
Direct peers on record are Square Appointments, Boulevard, Calendly and Acuity Scheduling. Emerging players are StyleSeat, Booksy and Mindbody. Broad incumbents are NewStore, Shopify Bookings and Tulip.
Does TOTE have an API?
No public API is recorded for TOTE.