Retail Wholesale Department Store Union Local 338 Retirement Fund v. Stitch Fix, Inc.

CourtDistrict Court, N.D. California
DecidedJuly 16, 2024
Docket5:22-cv-04893
StatusUnknown

This text of Retail Wholesale Department Store Union Local 338 Retirement Fund v. Stitch Fix, Inc. (Retail Wholesale Department Store Union Local 338 Retirement Fund v. Stitch Fix, Inc.) is published on Counsel Stack Legal Research, covering District Court, N.D. California primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Retail Wholesale Department Store Union Local 338 Retirement Fund v. Stitch Fix, Inc., (N.D. Cal. 2024).

Opinion

1 2 3 4 UNITED STATES DISTRICT COURT 5 NORTHERN DISTRICT OF CALIFORNIA 6 7 RETAIL WHOLESALE DEPARTMENT Case No. 22-cv-04893-PCP STORE UNION LOCAL 338 8 RETIREMENT FUND, et al., ORDER GRANTING MOTION TO 9 Plaintiffs, DISMISS WITH LEAVE TO AMEND 10 v. Re: Dkt. No. 69

11 STITCH FIX, INC., et al., Defendants. 12 13 14 Court-appointed lead plaintiffs (four pension and benefit funds) bring this class action 15 securities lawsuit against Stitch Fix, Inc., Stitch Fix’s former CEO Elizabeth Spaulding, and Stitch 16 Fix’s founder Katrina Lake. Defendants Stitch Fix, Spaulding, and Lake now move to dismiss the 17 lawsuit under Federal Rule of Civil Procedure 12(b)(6). For the following reasons, the Court 18 grants defendants’ motion to dismiss with leave to amend. 19 BACKGROUND 20 Stitch Fix is a clothing company whose core product is “Fix,” a box of five trial items 21 curated by the company’s stylists that is mailed to customers. Customers purchase the items they 22 decide to keep and return the rest, paying a fixed styling fee as well. In August 2021, Stitch Fix 23 publicly launched a second business line called “Direct Buy,” which allows customers to shop 24 directly on the company’s website for specific products. Plaintiffs allege that Stitch Fix’s former 25 executives Spaulding and Lake made material misstatements and omissions about this new 26 business line to the public. In particular, plaintiffs allege that the executives told investors that 27 Direct Buy would be additive and complementary to Fix but knew from internal test results that 1 data science employees ran internal tests in March 2021 that purportedly showed that Direct Buy 2 would be cannibalistic. According to plaintiffs, Spaulding knew of these results through weekly 3 standing meetings. 4 Below is a timeline of purportedly false and misleading statements that plaintiffs allege 5 defendants made about Direct Buy during the class period from December 2020 to June 2022.1

6 • December 7, 2020: On an earnings call, Lake told investors regarding Direct Buy (which was still in its pilot stages and not yet broadly launched to the public) and Fix that “what 7 we’re seeing is that the two experiences are really additive” and “the kind of combination of those two things will allow us to address many more types of clients.” Dkt. No. 52, at 8 13. Spaulding reiterated that Direct Buy was “highly additive” to Fix and that “there’s a real complementarity” between the two products. Id. Lake also said that “[D]irect [B]uy 9 certainly has been a significant contributor” to revenue generation and “we’re running A/B tests all the time.” Id. at 14. The stock price rose thereafter. 10 • February 10, 2021: Lake said to a Goldman Sachs analyst that “we’ve seen clear 11 incrementality with [D]irect [B]uy. We can see that through our numbers and cohort performance.” Id. 12 • March 8, 2021: Defendants allegedly delayed the launch of Direct Buy because of timeline 13 and logistical constraints but made no mention of the company’s internal tests showing that Direct Buy was cannibalizing Fix. Id. at 18. A shareholder letter stated that Direct Buy 14 “complement[ed] our core Fix form factor.” Id. On an earnings call, Spaulding assured investors that Direct Buy was “additive” to Fix and highlighted the “incrementality” of the 15 two programs notwithstanding an analyst’s question about potential cannibalization. Id.

16 • June 7, 2021: Lake stated that “[t]he success in incrementality that Direct Buy has demonstrated to date gives us high conviction that our personalized shopping experience 17 will significantly broaden the appeal and reach of Stitch Fix.” Id. at 20. Analysts responded positively to these assurances. 18 • June 10, 2021: In response to a question about whether Direct Buy was cannibalizing Fix 19 in its pilot stages, Spaulding replied, “We originally did the most pur[e]st sense of that as kind of an A/B test of hold out … And we loved what we saw at that point. It was highly, 20 highly incremental. And we see all of those signs continuing.” Id. at 21. She further noted, “[W]e’ve noticed that each new cohort of Fix clients are engaging faster with [D]irect 21 [B]uy and it’s expanding their spend with us.” Id.

22 • September 21, 2021: In response to a question about cannibalization during an investor call, Spaulding again said that “the knowledge that we have of like the new cohorts of 23 clients is the real strength and incrementality of these two offerings really being quite complementary.” Id. at 24. She added, “I think we see solid growth in both sides of the 24 business in the coming year.” Id.

25 26 1 The following facts are drawn from the complaint. In considering a Rule 12(b)(6) motion 27 contending that a complaint fails to state a claim, the Court must “accept all factual allegations in • December 7, 2021: Spaulding acknowledged for the first time that because of Direct Buy 1 the company “may experience short-term impacts of cannibalization.” Id. at 25. This caused a 24% stock price decline. Nonetheless, she stated that Stitch Fix saw its “clients 2 leveraging both Fixes and Freestyle, demonstrating the complementarity of our growth offering.” Id. at 25–26. (In September 2021, Stitch Fix had rebranded “Direct Buy” as 3 “Freestyle.” Dkt. No. 52, at 7.) She also stated, “we feel really good about the additive nature of Fixes together with Freestyle for clients in our ecosystem.” Id. at 26. 4 • March 8, 2022: Spaulding noted in an earnings call that “in our efforts to launch and 5 promote Freestyle, we chose to direct visitors coming to stitchfix.com towards the Freestyle experience. It is important to note that stitchfix.com is the primary landing page 6 for customers interested in ordering a Fix. Therefore, in leading clients to the Freestyle experience first, we inadvertently created friction for those seeking a Fix.” Id. She also 7 stated that “conversion of new visitors for Fix and Freestyle is not where we want it to be.” Id. This caused a 6% stock price decline. Spaulding nonetheless assured investors that 8 there was “incrementality provided by Freestyle to our existing client base.” Id. at 27. CFO Dan Jedda stated, “When Fix customers do engage in Freestyle, we do see both their Fix 9 and their Freestyle go up, and so that’s just really back to the point of how the two really work in tandem together from an overall client experience standpoint.” Id. 10 • June 9, 2022: Spaulding signed off on a Form 10-Q which described a decline in active 11 clients “driven by client conversion challenges and lower site traffic.” Id. at 28. Spaulding explained that to address the cannibalization problem, the company “began directing all 12 stitchfix.com traffic to a simplified Fix first onboarding path [before] their Freestyle shop is unlocked.” Id. This caused a 10% stock price decline. Analysts responded by noting that 13 Freestyle was not the “bull case” or “unlock once perceived by the market.” Id. at 29. This caused a further 19% stock price decline. 14 Plaintiffs allege that when this information was revealed to investors, Stitch Fix’s market 15 value declined by over $6 billion (approximately 90%). They bring this lawsuit on behalf of all 16 persons who purchased Stitch Fix common stock between December 8, 2020 and June 9, 2022. 17 Plaintiffs allege: (1) a violation of Section 10(b) of the Exchange Act and SEC Rule 10b-5 against 18 Stitch Fix, Spaulding, and Lake; and (2) a violation of Section 20(a) of the Exchange Act against 19 Spaulding and Lake. They request class certification, damages, costs, and fees.

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Bluebook (online)
Retail Wholesale Department Store Union Local 338 Retirement Fund v. Stitch Fix, Inc., Counsel Stack Legal Research, https://law.counselstack.com/opinion/retail-wholesale-department-store-union-local-338-retirement-fund-v-stitch-cand-2024.