Online personal shopping platforms Outfittery and Lookiero announced today that they will merge operations to form the Lookiero Outfittery Group. The move aims to position the combined entity as a leading force in Europe’s assisted online shopping market. Both brands will retain their names, headquarters, and teams but will operate on a shared technological platform to serve customers.
Outfittery, a German company founded in 2012, initially focused on providing personalized clothing selections for men but expanded to serve women in recent years. The company has built a strong reputation in the DACH region (Germany, Austria, Switzerland), offering curated apparel through a mix of human stylists and data-driven recommendations. Lookiero, established in 2015 and headquartered in Spain, specializes in styling services for women and has grown its presence in France, Spain, and other European markets.
The merger comes as both companies seek to streamline costs, combine technological resources, and broaden their customer reach. While Outfittery and Lookiero will maintain separate branding, their backend operations—including inventory management, customer service tools, and styling algorithms—will merge into a single platform. This integration is expected to improve efficiency and allow both brands to scale their services faster.
“This merger allows us to unite our technological strengths and deep understanding of diverse customer needs,” said Oier Urrutia, who will serve as CEO of the Lookiero Outfittery Group. “Together, we’re positioned to build a leader not just in Europe but in the future of digital personal shopping worldwide.”
The partnership reflects broader trends in the e-commerce sector, where niche platforms are consolidating to compete with larger retailers. By joining forces, Outfittery and Lookiero aim to leverage their complementary strengths: Outfittery’s expertise in men’s and women’s fashion in Central Europe, and Lookiero’s focus on women’s styling in Southern Europe. The combined group will also gain access to a wider supplier network, potentially offering customers more variety and faster delivery times.
Neither company disclosed financial terms of the deal, which is pending regulatory approval. Employees and customers of both brands have been assured that day-to-day operations will remain unchanged in the short term. Over the next year, the focus will shift to integrating technology and sharing insights across teams.
The merger could help the companies address challenges such as rising customer acquisition costs and competition from retailers offering similar personalized services. Analysts suggest that uniting their data pools and styling expertise may also enhance the accuracy of product recommendations—a key factor in retaining subscribers.
For now, Outfittery and Lookiero will continue operating in their core markets. However, the merger hints at potential expansion into new regions, with the Lookiero Outfittery Group eyeing opportunities in the UK, Italy, and Scandinavia.
The deal underscores the growing importance of specialized online shopping services in Europe, where demand for personalized, convenient retail experiences continues to rise. If successful, the merger could set a precedent for further consolidation in the sector.