Stitch Fix, an online personalized styling service, is now allowing for non-clients to shop directly from their site, as part of their new growth strategy.

Traditionally, the company has used technology and data science to deliver “personalized” suggestions for clients, and would sell clothes through those stylist selected boxes, known as their “Fixes.”

Now, through this new “Trending for you” strategy, all customers can shop through direct-buy without having to subscribe to receiving Fixes.

This will be a major driver of the company’s growth over the coming years as well as a source of competitive advantage as they expand out of their niche and continue to leverage their technology and online/direct model.