01
With your catalog.
Every clothing product shown in two or more complete outfits from your own stock, from the day you install. Your Outfits come first; Brummell fills the rest.
The Versatility Strip on the demo store
Brummell for Shopify
Every piece, every way to wear it.
Outfits from your own catalog, built around the piece she is looking at, right above Add to cart. For shoppers with a Brummell account, built with what she already owns. Lift measured against a holdout you can check.
See it on your catalogInstall on ShopifyComing soon
For Shopify apparel stores with at least 10 clothing products. Products that are not clothing are skipped automatically.
Same page, same theme, same Add to cart button. One block above it.
A product page shows one piece on its own. She is deciding whether it goes with anything she owns. Brummell puts outfits from your catalog, each built around the piece she is looking at, in the space between the sizes and Add to cart. Drag the line across the buy box.
Signed out: outfits from your catalog
Why Brummell
Three things no other outfit tool does.
- See the placements ›
02
With hers.
A shopper with a Brummell account sees your pieces styled with what she already owns, her own piece first in every slot, your gaps as her gaps, and the price as cost per wear. Her wardrobe stays hers: you see counts, never pieces.
How the loop works ›Signed in to demo Brummell account: her own pieces first
03
With a holdout.
Up to one in five visitors never sees Brummell. Add-to-cart rate, purchase rate, order value and 30-day returns, per arm, on your own orders. A result only once the sample is reached.
Read the methodology ›Illustration, not data
How it works
Three steps, no developer.
01
Add the block in your theme editor
Install, then press Add Versatility Strip on the Overview. Your theme editor opens with the block already in place; drag it above the Buy buttons and save. About ten minutes, no code, no developer.
The Brummell admin, example catalog
02
Brummell builds outfits from your catalog
It reads your products, works out what each piece is and what goes with it, and builds outfits for each occasion from what you have in stock. Your Outfits come first: pieces you choose for a hero product lead wherever you switch them on, then products in a Pair with field or set as complementary in Shopify Search & Discovery, then Brummell's own matches.
The Versatility Strip on the demo store
03
Results on your own data
A small comparison group never sees Brummell. The Overview compares their add-to-cart rate with everyone else's, and shows a result only when your traffic is big enough to call it.
Example data
Measurement
A number you can check, not a number we hand you.
Brummell compares shoppers who see it with a comparison group who never do, on your own store. The metric is add-to-cart rate on product pages that can show an outfit. Purchase rate is reported next to it.
- Split once. Each visitor is assigned on their first visit and stays in that group on every return.
- Enforced, not logged. For someone in the comparison group the blocks never render. It is not a control impression counted after the fact.
- Called only when it can be. The Overview shows progress until your own traffic reaches the sample it needs. No calendar countdown, no early guess.
- Returns count. Refunds are tracked for both groups, so orders that come back do not count as a win.
While it collects: the Overview, day 2
Once it can call it: example data, not a store's result
The loop
Every order makes the next visit better.
For shoppers with a Brummell account, and the account starts in your store.
AI modelTry-on on a phone, on an AI-generated model photo
1She tries it on or saves the look
Either one asks her to make a Brummell account, in your store: Shop, Apple, Google or an email code. Brummell never reads her email from Shopify.
The cart page on a phone, signed in
2At the cart, she adds the order to her wardrobe
One line under the cart: Add my purchases to my Brummell wardrobe. Ticked by default on US storefronts, unticked elsewhere.
Your home-page banner, signed in to demo Brummell account
3Next visit, your pieces are shown with hers
Her own alternatives first, your gaps as her gaps. Your home-page banner reads Picks for your wardrobe.
The Brummell app, from the preview in your admin
4Your Brand Looks reach her Lookbook
Growth and up
Outfits you publish appear in the Brummell app's Lookbook feed, labelled as yours.
Every plan also trades your traffic for Brummell accounts. You see how many, per 1,000 impressions.
A shopper who knows a piece makes six outfits with what she owns is a shopper who keeps it. The holdout counts the returns either way.
Nothing on any surface sends her off your store to buy.
Placements
Where Brummell shows up on your store.
Start on the product page, where outfits sell. Every other surface is optional and goes on from the same admin.
Versatility Strip
The product styled for the occasions it suits, each outfit made of pieces you sell.
Product page, right above Add to cart · Every plan, Free included
Complete the Look
The pieces that finish the outfit, each with its own size picker, added in one tap.
Product page, below the product information · Starter and up
Cart Companion
One quiet line under the cart that names the piece missing from a full look.
Cart page, or inside the cart drawer through the app embed · Starter and up
Style Banner
A shoppable row of outfits from your catalog, by occasion.
Home page · Starter and up
AI modelTry-on
Shoppers upload a photo and see the full outfit on themselves.
Opens from Try this on, on the product page blocks · Renders included on every plan
Outfit editor
Shoppers swap, remove or add pieces and buy the outfit they made.
Opens from Edit this outfit, on the product page blocks · Every plan, on by default
Where it sits
Outfitting used to need an enterprise contract.
Enterprise outfitting platforms build outfits from your catalog, on annual contracts, and report their own results. Look-builder apps show the looks you build by hand. Recommendation apps show what others bought. Shopify's complementary products are picked one by one. Try-on apps show the piece on her, and Google now does that for free. None of them know what she already owns, and none of them hand you a control group.
| Automatic outfits | Knows what she owns | A holdout you can check | Price shape | |
|---|---|---|---|---|
| Enterprise outfitting platforms | Yes:From your catalog | No:No | No:Their own case studies | Annual contract, quote only |
| Look-builder apps | No:Built by hand, one look at a time | No:No | No:No | Free to a small monthly fee |
| Recommendation and upsell apps | Partly:Also bought, not outfits | No:No | No:Attributed revenue | Monthly fee, some add a revenue share |
| Shopify's own related products | Partly:Complementary products picked one by one | No:No | No:Last-click reports | Included |
| Try-on apps | No:One piece on the shopper | No:No | No:No | Per render |
| Brummell | Yes:Every clothing product, from install | Yes:For shoppers with a Brummell account | Yes:Enforced, on your own orders | Monthly plan on product views, never on revenue |
Categories, not vendors. Pricing shapes as published by each kind of tool.
Day one, and what you keep
Know what is ready before a shopper sees it. Keep what Brummell learns about your catalog.
On install, a check of every clothing product: which can show an outfit today, which popular pieces cannot, and why.
Stuck on setup? Ask Shopify's Sidekick inside your admin: it can answer questions about Brummell, and the Help menu links to the setup guide.
The merchandising diagnostic, example catalog
Every plan
Read from your photos
Category, colour and occasions for every product on every plan; silhouette, pattern and material on Growth and up.
Growth and up
Written to your own product fields
Occasions and colours copied into Brummell fields on your products, never over a value you typed, and yours if you leave.
Pro
Product data report
Coverage and certainty for each detail Brummell reads, and the products to fix first. Ongoing, in your admin; the free catalog review before install is a separate, one-off look.
Growth and up
Trend report
How many of your products match what is being worn now, by department, with sources.
Pilots
A 90-day pilot, set up for you.
- Length
- 90 days.
- Cost
- Free. Brummell carries the costs, try-on renders included.
- Setup
- Done for you: we install and place the blocks from a collaborator account, and you approve every change.
- One metric
- The add-to-cart rate on product pages that can show an outfit, against the comparison group.
- Exit
- Any time, on 14 days' notice. Uninstalling removes every block's output.
- After
- Stay on any plan: 30% off the first six paid months, and your plan price locked for twelve months from the first paid month.
Who you are working with
An engineer who builds it. A merchant's eye it answers to.
Founder
Curro Casas
Builds Brummell end to end: the pairing engine, this Shopify app and the way results are measured. The engine started in the Brummell iPhone app, and what people already own is the reason it exists.
Style director
Shireen Husain
The retail eye Brummell answers to: Amazon's myHabit, her own clothing brand, a decade with retailers.
Brummell, Inc., New York. About Brummell ›
Questions
Answered before the call.
Why Brummell
How many of my shoppers have a Brummell account?
Today, the ones your store creates: every try-on and saved look asks her to make one, and the order seeds her wardrobe. The admin shows Brummell sign-ups per 1,000 impressions, so you see the number rather than our estimate of it.
Do you see my shoppers' wardrobes?
No. Her pieces appear only inside a Brummell frame on your page, through links that expire in ten minutes, with no names or sizes. You see how many shoppers were shown their own pieces, never which pieces. How wardrobe pieces are shown ›
Does this help with AI shopping agents?
Modestly. On Growth and up, Brummell copies the occasions and colours it reads from your photos into fields on your own products, where anything that reads your catalog can use them. We do not promise placement in any agent.
Doesn't 'fewer, better' hurt my sales?
Brummell is priced on views, never on your revenue, so it has no reason to push a sale. The holdout reports purchases and returns per arm on your own orders, so you see sales net of returns, and you decide what to read into it. How the holdout counts returns ›
Why not just use Google's try-on?
Use both. Google's runs in Search, on a model photo. Brummell's runs on your product page, on the full outfit, and leads to the look in her wardrobe, which is where the next visit starts.
Setup
Do I need a developer?
No. Each block is a theme app block. A button in the Brummell admin opens your theme editor with the block already added; you drag it where you want it and save. One click per block, and you publish every change yourself. Setup guide ›
Will it slow my store down?
The blocks load after your page content, reserve their space so the page does not jump, and never delay your Add to cart button. If our service cannot be reached, the block renders nothing rather than holding the page open. Pilots get before and after Core Web Vitals, and the Overview compares page load time (LCP) for shoppers who see Brummell against the comparison group, on your own store.
I am on Horizon, not Dawn. Will it work?
Yes. Brummell is checked against 20 themes from the Shopify Theme Store, Dawn and Horizon included, and works with any Online Store 2.0 theme that supports app blocks. If you publish a new theme that has lost the Brummell blocks, we email you.
My catalog is small. Is that a problem?
Ten clothing products is enough to start. The catalog check on install tells you how many products can show a complete outfit and which ones need an Outfit of your own or a category added.
I sell more than clothing. What happens to the rest?
Brummell decides per product. Products that are not clothing are skipped automatically and show nothing, and you can turn any product off by hand.
Can Sidekick help with setup?
Yes. Shopify's Sidekick can answer questions about Brummell inside your admin, such as whether a block is installed, and the app's Help menu links to the setup guide.
What happens to my theme if I uninstall?
The blocks stop showing anything the moment the app is gone; you can remove them from the theme editor whenever you like. Nothing is written into your theme files. Your Brummell data is deleted within 48 hours. What is deleted ›
Measurement
How do you measure results?
A comparison group of visitors, up to 1 in 5, chosen at random on their first visit, never sees Brummell. The Overview compares their add-to-cart rate on product pages that can show an outfit with everyone else's, and reports purchase rate beside it. Refunds are tracked for both groups over 30 days, as a measurement rather than a promise. The methodology ›
How long until I see a result?
It depends on your traffic. The Overview estimates how many days your store needs and shows progress as product views come in. There is no fixed calendar window and no early number.
Does Brummell ever show products I do not sell?
Only to finish a look, and never as something to buy. A look your catalog cannot complete would show with a hole in it, or not at all. Styled picks are what let a tops-only or dresses-only brand show complete outfits, and they raise the number of products that can show an outfit in your review. When your store has nothing for a slot, shoes when you sell no footwear for example, Brummell fills that one slot with a piece from its own unbranded example catalog. Every look keeps at least one of your products. Each one is labelled Styled pick, never priced, with no add button, and never sold by anyone. Brummell earns nothing from a pick. Your Brummell admin shows the picks shown in the last 30 days. Hide any single pick, or turn the feature off with one switch. Every piece a shopper can buy comes from your catalog, in stock, at your prices. A shopper with a Brummell account may also see pieces she already owns, shown only to her, with no price and no add button.
What if a shopper has no Brummell account?
Most will not, and they get everything: outfits from your catalog, Complete the Look and, on US stores, try-on, which is on by default. An account only adds the shopper's own pieces to the outfit.
Data and privacy
What customer data does Brummell use?
Brummell reads your catalog, checks where its blocks sit in your theme, and reads orders to compare the two groups. It has not requested Shopify's Protected Customer Data access, so Shopify withholds customer names, emails and addresses from it. Trust and data handling ›
I use Hotjar or another session recording tool. Is that a problem?
Pieces from a shopper's own wardrobe are served through links that expire after ten minutes and never carry names or sizes. The Merchant Terms forbid recording them, including through session recording tools, so exclude Brummell's blocks from your recordings. How wardrobe pieces are shown ›
Is try-on a legal risk for my store?
Try-on is only available to US stores. It is on by default and you can switch it off at any time. The shopper confirms they are 18 or older, framing is checked on their device, every upload is moderated, uploads are kept up to one hour and images 7 days. The shopper chooses whether their face is included ("Include my face" starts ticked); if they untick it, the photo is cropped below the chin before it leaves their device. Try-on photos ›
Billing
How does billing work?
Through Shopify, on your Shopify bill. Starter and Growth come with a 14-day free trial, once per store. Change or cancel your plan at any time from the app. Plans ›
What happens past my included impressions?
Paid plans start with pay as you go on: the blocks keep showing and each extra 1,000 impressions is billed at your plan's rate (Starter $3, Growth $2, Pro $1.25), never past the amount you approve on Shopify. We email you at 80% of your included impressions and again at the limit. You can set a lower limit or turn pay as you go off; at a limit the blocks pause until the cycle resets. On Free the blocks pause until the next period unless you turn on pay as you go ($3 per 1,000, up to $99 a month). Views from bots we identify are refunded. An impression is one product page view where Brummell shows, so Free covers 2,500 a month.
Can try-on run up my bill?
Each plan includes try-on renders, and renders past them start only when you turn them on, up to a monthly cap you set. Each person is capped too: 3 renders a day for a visitor, 10 a day and 150 a month for a shopper signed in to Brummell. Renders per plan ›
Are pilots billed?
No. Pilots are free and run on separate terms. If you stay afterwards, you choose a plan then. Pilot terms ›
See your own catalog, styled as full outfits.
Send your store address and we send back what Brummell would show, before you install anything. Or install on Shopify and see it yourself.
See it on your catalogInstall on ShopifyComing soon