What Style Fitters does

Style Fitters is a personal styling, color analysis, and coaching consultancy based in Haarlem, Netherlands, structured as a sole proprietorship operated by two co-founders, Ellen Giesberts and Fiona Koning. The firm traces its roots to 2010 when Fiona Koning founded De Kleurenverdieping after completing color and style advisor training; the practice was rebranded to Style Fitters and incorporated a second principal, Ellen Giesberts, who brings credentials in communication, non-verbal communication, and DISC behavioral analysis. The company operates two studios in Haarlem (Voorhelmstraat 23-25, in the De Greiner creative-entrepreneur building) and Uitgeest (Anna van Renesselaan 106), and runs on-site corporate workshops across the Netherlands.

The service portfolio centers on individual color analysis using a proprietary 12-color-type system and a branded "Kleurenpaspoort" (Color Passport) deliverable, complemented by style advice, mineral makeup consultations using Skin Color Cosmetics products, wardrobe checks, personal shopping, and DISC profiling and coaching via the Q4Profiles instrument. Services are sold individually or bundled into four tiered packages (Style Fit Start, Complete, Extended, Excellence), with public pricing of EUR 235 for individual color advice and EUR 175 per person for group sessions; wardrobe checks are billed at EUR 80 per hour. A separate e-commerce line sells alpaca scarves imported from Ecuador at EUR 59.95 per unit. The corporate workshop line addresses color psychology, non-verbal communication, and team dynamics for Dutch enterprises, government agencies, and educational institutions.

The business model is direct-to-consumer for individual services and event-driven for B2B workshops, with revenue generated through one-time service fees, bundled packages, corporate engagements, and small-scale product sales. There is no external investment, no venture or private equity backing, and no documented revenue. Go-to-market relies on organic social media (Facebook, Instagram, Pinterest, LinkedIn), website content, earned media features, a newsletter, and word-of-mouth referrals, with OneMotion serving as a third-party distribution channel for corporate workshops. All service delivery is conducted in Dutch within the Netherlands.

Name

Style Fitters

Legal name

Style Fitters

Website

https://stylefitters.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Style Fitters is a two-person Dutch personal styling, color analysis, and coaching consultancy in Haarlem serving individual consumers and Dutch enterprises with color/style advice, DISC coaching, wardrobe checks, corporate workshops, and a small alpaca-scarves webshop.

Ownership category

akta.pro rank

Product category

Personal Styling Services

akta.pro primary industry

Personal Color Analysis & Style Consulting (HSACAJAD)

akta.pro secondary industry

Everyday Makeup Application (HSALAHAA)

Keywords

• Personal styling services
• Color analysis consulting
• Wardrobe consulting
• Image coaching
• Behavioral coaching services

Headquarters

HQ city

Haarlem

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Persoonlijk Kledingadvies: Individual color advice, style advice, makeup advice, and combination packages delivered in studio or at client location
2. Advies Pakketten: Package deals combining multiple services (Style Fit Start, Complete, Extended, Excellence) with fixed pricing
3. Alpaca Sjaals Webshop: Direct sales of Alpaca scarves imported from Ecuador through the Style Fitters webshop, priced at €59.95 per item
4. zakelijke Workshops en Trainingen: Corporate workshops and training programs for teams on color, non-verbal communication, DISC, and styling topics
5. Personal Coaching: 8-session coaching trajectories for personal development and performance improvement

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Style Fitters is a Dutch personal styling consultancy that delivers color and style advice, wardrobe checks, personal shopping, and makeup guidance to individual clients. The company supplements individual services with DISC-based behavioral analysis and personal coaching, corporate and creative workshops, business styling intensives, and a small alpaca scarf e-commerce line. Operations are run by two co-founders from studios in Haarlem and Uitgeest, with online options for distant clients.

Product overview

Style Fitters is a personal styling and coaching consultancy based in Haarlem, Netherlands, offering a unified service portfolio centered on personal image development. The core offerings consist of color advice (Kleuradvies), style advice (Stijladvies), and make-up advice (Make-up Advies), which can be purchased individually or bundled into four combination packages: Style Fit Start, Style Fit Complete, Style Fit Extended, and Style Fit Excellence. Supporting services include wardrobe checks with personal shopping, DISC behavioral profiling and coaching, and business/personal workshops. The company also operates an e-commerce store selling sustainable alpaca scarves. Services are delivered at studios in Haarlem and Uitgeest, or at client locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Color and Style Advice One-on-one color and style consultation for individual clients, identifying flattering color palettes and personal style direction. Delivered in studios in Haarlem and Uitgeest, and online for distant clients.
• Wardrobe Check Review and assessment of an individual client's existing wardrobe to identify what works, what does not, and gaps to fill. Offered to individual consumers seeking to optimize their clothing use.
• Personal Shopping Accompanied shopping experience guiding individual clients through retail purchases aligned with their identified style and color profile. Delivered in-person at retail locations.
• Makeup Advice Personalized makeup guidance for individual clients, consistent with their color and style profile. Delivered as a one-on-one consultation.
• DISC Behavioral Analysis and Personal Coaching Behavioral analysis using the DISC framework plus follow-up personal coaching sessions. Sold to individual clients and corporate clients seeking personal development and self-understanding.
• Creative Workshops Workshop-style sessions offered to corporate and group clients for creative and team-oriented engagement.
• Business Workshops Workshop sessions aimed at corporate clients focused on professional image, presentation, and business styling topics.
• Business Styling Intensive In-depth corporate engagement for businesses seeking concentrated styling and image work for individuals or teams, delivered as a packaged intensive.
• Style Mastery Workshop Workshop-format offering focused on personal style mastery, available to individuals or corporate groups.
• Alpaca Scarves E-commerce Line Direct-to-consumer online retail of alpaca scarves offered as a small merchandise line alongside the core styling services.

Quantifiable outcome

• Reduced impulse clothing purchases through better color and style awareness
• +1 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• OneMotionminorGTM or Marketing PartnerStyle Fitters works together with OneMotion for inspiring workshops. Their workshops are listed on the OneMotion website as part of company outings and team activities in Haarlem. OneMotion promotes Style Fitters workshops as part of their corporate event offerings.
• Skin Color CosmeticscoreChannel Partner/ Reseller/ DistributorStyle Fitters recommends and sells Skin Color Cosmetics mineral makeup products. They offer 46 foundation colors from this brand. Products are 100% vegan, cruelty-free, hypoallergenic, made from natural minerals without chemical additives. Style Fitters provides personal advice on selecting the right shade and offers 10% discount on products after workshops.
• Q4ProfilescoreTechnology or IntegrationStyle Fitters is Q4 Certified Associate DISC Professional and works with Q4Profiles for DISC behavioral assessments. Q4Profiles provides the validated DISC assessment instrument that Style Fitters uses for personal coaching and corporate training programs. The profiles are optimized for the Dutch language.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Zalando: Europe's largest online fashion platform, increasingly offering style advice and curated personal shopping tools. Represents platform-level competition for consumer mindshare in styling and wardrobe decisions.
• Stitch Fix: US-based personal styling subscription service with a data-driven model. While not a direct in-person competitor, it represents the scaled, digital version of the personal styling category Style Fitters operates in.

Emerging players

• ThredUp: US-based online resale platform with integrated styling tools. Competes indirectly by addressing the same sustainability-driven 'buy less, wear more' consumer mindset that Style Fitters leverages.
• Klarna: Swedish fintech and shopping platform with AI-driven personal shopping and styling features built into its app. Adjacent competitor for digital-first style recommendation.
• Lookiero: European online personal styling subscription service that delivers curated clothing boxes. Competes for the same consumer demand for personal styling advice but through a digital, asynchronous model rather than in-person consultation.

Others

• Q4Profiles: Dutch DISC assessment provider; Style Fitters' DISC technology partner. Comparable in that it enables DISC-based coaching in the Dutch market, though it operates upstream of consumer-facing styling services.

Direct peers

• Colour Me Beautiful: Established UK-origin personal color and image consulting brand with international franchise network offering color analysis, style advice, and makeup services. Closely aligned with Style Fitters' core offering, though broader geographic and franchise model.
• Imu Image Consultancy: Dutch image consultancy providing personal styling, color analysis, and corporate image training. Operates in the same Dutch market and serves overlapping B2C and B2B customer segments as Style Fitters.
• House of Colour: Dutch/Belgian personal color and style consulting firm offering color analysis, style advice, and workshops. Directly comparable to Style Fitters in service mix, methodology (color type systems), target customers, and regional market.
• Debonair Image: Dutch personal image and styling consultancy offering color analysis, wardrobe advice, and corporate image coaching. Comparable Dutch competitor in the personal styling category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/stylefitters
• Instagraminstagram.com/style_fitters
• Pinterestnl.pinterest.com/stylefitters
• LinkedInlinkedin.com/company/style-fitters

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Style Fitters