Smithery
Smithery is a Canadian woman-owned DTC fashion e-commerce retailer that sells a curated catalog of ~380 women's clothing and accessories from Canadian, women-owned, and sustainable designers, organized by a proprietary six-profile body-shape taxonomy.
- Company typePrivate
- Founded2014
- HeadquartersBowmanville, Canada
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Smithery does
Smithery (Smithery Style Inc.) is a privately held, woman-owned Canadian e-commerce retailer specializing in women's fashion organized around body-shape taxonomy. Founded in 2014 by Mavis Huntley and acquired in 2025 by Shannon Gallagher, the company operates a Shopify-based online storefront at smitherystyle.com from Toronto, Ontario, and employs 1-10 people. Its catalog comprises approximately 380 SKUs across dresses, bottoms, shirts, knits, third pieces, sets, accessories, and new arrivals, sourced from 30+ designers with a stated preference for Canadian, women-owned, and sustainable labels. Pricing spans roughly $28 CAD to $395 CAD per item, with sales offering 20-40% discounts and free shipping above $150 CAD.
The company's core differentiator is a body-shape-based merchandising system built around six profiles (X, H, A, V, O, P), supported by a Shape Finder Quiz and shape-specific collection pages used to drive SEO and personalized recommendations. Smithery has integrated DOUBL's smartphone-based digital body-measurement technology to deliver fit recommendations on product pages, and it operates in three currencies (CAD, AUD, GBP) with shipping to Canada, Australia, and the United Kingdom. Revenue is generated primarily through one-time product sales, supplemented by paid styling services (Online Colour Analysis at $215 CAD and In-Home Styling Sessions from $295 CAD within 3 hours of Toronto), digital and physical gift cards, and a sale section with exchange-only returns. Marketing is concentrated in organic channels: Instagram, Facebook, email newsletter, body-shape content marketing, and PR features in Canadian media outlets including CHCH, Cityline, Chatelaine, Style Canada, and Auburn Lane.
Smithery firmographics
Firmographics- Name
- Smithery
- Legal name
- Smithery Style Inc.
- Website
- https://smitherystyle.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Smithery is a Canadian woman-owned DTC fashion e-commerce retailer that sells a curated catalog of ~380 women's clothing and accessories from Canadian, women-owned, and sustainable designers, organized by a proprietary six-profile body-shape taxonomy.
- Ownership category
- akta.pro rank
Smithery industry classification
Industry- Product category
- Women's Apparel E-commerce
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Virtual Styling & Outfit Planning (HSACAJAF)
- akta.pro secondary industry
- Sustainable/Ethical Shopping & Capsule Wardrobe Building (HSACAJAL)
Keywords
Where Smithery is headquartered
LocationHeadquarters
- HQ city
- Bowmanville
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Smithery business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Others
Revenue model
- Product Sales: E-commerce retail sales of fashion clothing and accessories from Canadian, women-owned, and sustainable designers. Revenue generated through one-time product transactions at listed prices.
- Styling Services: Paid styling services including Online Colour Analysis ($215 CAD) and In-Home Styling Sessions (from $295 CAD). These professional services complement product sales and drive higher-value customer relationships.
- Gift Cards: Digital and physical gift cards sold on the website, providing flexible gifting options for customers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fashion products across 380+ items |
| Unit Pricing | Pay-as-you-go | Online Colour Analysis - virtual styling service |
| Unit Pricing | Pay-as-you-go | In-Home Styling Session - personalized wardrobe consultation |
| Other | Pay-as-you-go | Free shipping threshold |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Smithery product offering
Product offeringCore offering
Smithery is a Canadian direct-to-consumer women's fashion e-commerce retailer operating on Shopify. It curates and sells approximately 380 women's clothing and accessory items organized around six body shape profiles (X, H, A, V, O, P), supported by a proprietary Shape Finder Quiz and a DOUBL digital sizing integration. Complementing the product sales, the company offers paid professional styling services including Online Colour Analysis and In-Home Styling Sessions within the Greater Toronto Area.
Product overview
Smithery is a Canadian women's fashion e-commerce platform operating on Shopify. The business model centers on a unique shop-by-body-shape formula, offering a curated portfolio of approximately 380 products across 8 main categories (Dresses, Bottoms, Third Pieces, Shirts, Sets, Knits, Accessories, and New Arrivals). The core product offering includes both Smithery-branded items and products from 30+ third-party designers including Canadian brands (Astrid, Gentle Fawn, Pink Martini, RD Style, I Love Tyler Madison) and international labels. Unique service offerings include a Shape Finder Quiz with six body shape profiles (X, H, A, V, O, P), styling services (Online Colour Analysis at $215 CAD and In-Home Styling Sessions from $295 CAD), and the Smithery Staples curated collection of 20 bestsellers. The DOUBL digital sizing integration provides personalized fit recommendations. All products are filterable by body shape, size, category, color, and brand. Sale section offers discounted items with exchange/store credit only policy.
Differentiator
Problem solved
Functional benefit
Products and services
- Dresses and One Pieces Full selection of dresses including midi, maxi, shirt, and athletic styles from various brands, plus one-piece items such as rompers. Targeted at women shopping for individual body-shape-flattering garments.
- Bottoms Pants, jeans, shorts, and skirts in various fits including wide-leg, kick flare, and straight styles from Canadian and international brands.
- Third Pieces Outerwear including coats, jackets, blazers, vests, and cardigans for layering.
- Shirts Tops, blouses, tunics, and button-up shirts in various styles and fabrics.
- Sets Coordinated outfit sets and matching pieces for complete looks.
- Knits Sweaters, cardigans, and knitwear including pullover and polo styles.
- Accessories Complementary items including hats, beanies, scarves, belts, bags, and books.
- Shape Finder Quiz Interactive online quiz helping customers identify their body shape (X, H, A, V, O, or P profile) and receive personalized shopping recommendations on the Smithery storefront.
- Online Colour Analysis Professional color analysis service conducted online to help customers find their most flattering color palette. Priced at $215.00 CAD.
- In-Home Styling Session Personal styling consultation delivered in-person within 3 hours of Toronto, available from $295.00 CAD.
Quantifiable outcome
- Over 10 years in business since founding in 2014
- +1 more outcomes
Companies that use Smithery
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Smithery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature2 records
Smithery partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- DOUBLcoreDOUBL is a digital sizing technology partner that provides personalized fit recommendations. Smithery integrates DOUBL's smartphone-based body measurement capture technology, allowing customers to create a 'digital double' for accurate size recommendations across Smithery's product catalog. The integration appears on product pages, offering fit preference selection and size guidance.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Smithery competitors and assessment
Company assessmentDirect peers
- Dia & Co: Plus-size women's personal styling service with curated apparel boxes and body-shape-aware fit guidance. Comparable on body-positive, fit-focused women's apparel plus styling service bundle.
- Wantable: Personal styling platform offering curated women's apparel edits with style and fit profiling. Comparable on the personalized recommendation engine and paid styling service tier.
- DailyLook: Personal styling service delivering curated women's apparel boxes with a styling subscription component. Comparable on the styling-plus-e-commerce model targeting busy women.
- Universal Standard: Size-inclusive women's apparel brand offering extended sizing up to 40 with body-shape-aware merchandising. Comparable on inclusive sizing philosophy and curated size-led shopping experience.
- ELOQUII: Women's plus-size fashion brand with body-shape education content and styling guidance. Comparable on body-shape education, plus-size inclusive assortment, and curated e-commerce experience.
- ThirdLove: Women's intimates and apparel brand built around proprietary fit technology and half-cup sizing. Comparable on the technology-driven fit personalization layer applied to women's apparel.
- Stitch Fix: Personal styling service combining data-driven fit profiling with curated women's apparel shipments. Most comparable on the data-driven body-shape / fit recommendation model layered on multi-brand women's apparel.
Broad incumbents
- Trunk Club: Nordstrom-owned personal styling service for men and women with curated apparel boxes. Comparable on the high-touch styling + retail hybrid model, though operated at much larger scale under a department-store parent.
- Aerie: American Eagle's body-positive women's apparel brand with inclusive sizing and body-shape marketing. Comparable on inclusive sizing, body-positive positioning, and Canadian distribution.
- Rent the Runway: Women's fashion rental and subscription platform with personalization, styling tools, and occasion-driven shopping. Comparable on the personalized women's fashion e-commerce and styling service model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Smithery social profiles
Digital presenceSmithery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smithery leadership team
Management profileNumber of profiles
Profiles1 record
Smithery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smithery 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 Smithery
What does Smithery do?
Smithery is a Canadian direct-to-consumer women's fashion e-commerce retailer operating on Shopify. It curates and sells approximately 380 women's clothing and accessory items organized around six body shape profiles (X, H, A, V, O, P), supported by a proprietary Shape Finder Quiz and a DOUBL digital sizing integration. Complementing the product sales, the company offers paid professional styling services including Online Colour Analysis and In-Home Styling Sessions within the Greater Toronto Area.
Is Smithery a public or private company?
Smithery is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Smithery founded?
Smithery was founded in 2014. It employs 1 to 10 people.
Where is Smithery based?
Smithery is headquartered in Bowmanville, Canada, in the North America region.
How does Smithery make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are styling Services and gift Cards.
Who are Smithery's main competitors?
Direct peers on record are Dia & Co, Wantable, DailyLook, Universal Standard, ELOQUII, ThirdLove and Stitch Fix. Broad incumbents are Trunk Club, Aerie and Rent the Runway.
Does Smithery have an API?
No public API is recorded for Smithery.
What industry is Smithery in?
Smithery's product category is Women's Apparel E-commerce. Its primary akta.pro industry code is HSACAJAF, Virtual Styling & Outfit Planning, with a secondary code of HSACAJAL, Sustainable/Ethical Shopping & Capsule Wardrobe Building. Its NAICS code is 458110 and its SIC code is 5621.