Stitch Fix (SFIX) 10-Q 12 Mar 19 2019 Q2 Quarterly report Financial data

Document and Entity Information

Document and Entity Information - shares	6 Months Ended
	Jan. 26, 2019	Mar. 05, 2019
Document Information [Line Items]
Entity registrant name	Stitch Fix, Inc.
Trading symbol	SFIX
Entity central index key	0001576942
Current fiscal year end date	--08-03
Entity filer category	Non-accelerated Filer
Document type	10-Q
Document period end date	Jan. 26, 2019
Document fiscal year focus	2019
Document fiscal period focus	Q2
Amendment flag	false
Entity Emerging Growth Company	false
Entity Small Business	false
Class A Common Stock
Document Information [Line Items]
Entity common stock, shares outstanding		44,462,344
Class B Common Stock
Document Information [Line Items]
Entity common stock, shares outstanding		55,507,519

Condensed Consolidated Balance

Condensed Consolidated Balance Sheets - USD ($) $ in Thousands	Jan. 26, 2019	Jul. 28, 2018
Current assets:
Cash and cash equivalents	$ 167,496	$ 297,516
Restricted cash	250	250
Short-term investments	109,363	0
Inventory, net	103,167	85,092
Prepaid expenses and other current assets	33,160	34,148
Total current assets	413,436	417,006
Long-term investments	66,734	0
Property and equipment, net	44,888	34,169
Deferred tax assets	16,383	14,107
Restricted cash, net of current portion	12,600	12,600
Other long-term assets	3,010	3,703
Total assets	557,051	481,585
Current liabilities:
Accounts payable	86,815	79,782
Accrued liabilities	66,080	43,037
Gift card liability	9,921	6,814
Deferred revenue	12,496	8,870
Other current liabilities	1,847	3,729
Total current liabilities	177,159	142,232
Deferred rent, net of current portion	16,420	15,288
Other long-term liabilities	10,183	8,993
Total liabilities	203,762	166,513
Commitments and contingencies (Note 6)
Stockholders’ equity:
Additional paid-in capital	250,699	235,312
Accumulated other comprehensive income	141	0
Retained earnings	102,447	79,758
Total stockholders’ equity	353,289	315,072
Total liabilities and stockholders’ equity	557,051	481,585
Class A Common Stock
Stockholders’ equity:
Common stock, value	1	1
Class B Common Stock
Stockholders’ equity:
Common stock, value	$ 1	$ 1

Condensed Consolidated Balanc_2

Condensed Consolidated Balance Sheets (Parenthetical) - $ / shares	Jan. 26, 2019	Jul. 28, 2018
Class A Common Stock
Common stock, par value (in dollars per share)	$ 0.00002	$ 0.00002
Common stock, shares authorized	2,000,000,000	2,000,000,000
Common stock, shares issued	44,270,743	35,756,628
Common stock, shares outstanding	44,270,743	35,756,628
Class B Common Stock
Common stock, par value (in dollars per share)	$ 0.00002	$ 0.00002
Common stock, shares authorized	100,000,000	100,000,000
Common stock, shares issued	55,638,058	63,043,233
Common stock, shares outstanding	55,638,058	63,043,233

Condensed Consolidated Statemen

Condensed Consolidated Statements of Operations and Comprehensive Income - USD ($) $ in Thousands	3 Months Ended		6 Months Ended
	Jan. 26, 2019	Jan. 27, 2018	Jan. 26, 2019	Jan. 27, 2018
Income Statement [Abstract]
Revenue, net	$ 370,280	$ 295,906	$ 736,516	$ 591,469
Cost of goods sold	207,131	168,523	408,199	335,071
Gross profit	163,149	127,383	328,317	256,398
Selling, general, and administrative expenses	147,738	111,771	302,009	231,242
Operating income	15,411	15,612	26,308	25,156
Remeasurement of preferred stock warrant liability	0	(1,614)	0	(10,685)
Interest income	(1,170)	(18)	(2,569)	(35)
Other income, net	(453)	0	(573)	0
Income before income taxes	17,034	17,244	29,450	35,876
Provision for income taxes	5,058	13,603	6,796	18,747
Net income	11,976	3,641	22,654	17,129
Other comprehensive income:
Change in unrealized gain on available-for-sale securities, net of tax	104		22	0
Foreign currency translation	93	0	119	0
Total other comprehensive income, net of tax	197	0	141	0
Comprehensive income	12,173	3,641	22,795	17,129
Net income attributable to common stockholders:
Basic	11,968	3,036	22,632	9,794
Diluted	$ 11,968	$ 1,653	$ 22,633	$ 3,530
Earnings per share attributable to common stockholders:
Basic (in dollars per share)	$ 0.12	$ 0.04	$ 0.23	$ 0.18
Diluted (in dollars per share)	$ 0.12	$ 0.02	$ 0.22	$ 0.06
Weighted-average shares used to compute earnings per share attributable to common stockholders:
Basic (in shares)	99,590,187	82,439,351	99,278,599	54,377,466
Diluted (in shares)	102,817,838	87,954,656	103,597,316	60,599,568

Condensed Consolidated Statem_2

Condensed Consolidated Statements of Convertible Preferred Stock and Stockholders' Equity - USD ($) $ in Thousands	Total	Common Stock	Additional Paid-in Capital	Accumulated Other Comprehensive Income	Retained Earnings
Convertible preferred stock, beginning balance at Jul. 29, 2017	$ 42,222
Convertible preferred stock, beginning balance (in shares) at Jul. 29, 2017	59,511,055
Increase (Decrease) in Convertible Preferred Stock
Issuance of Class B common stock upon conversion of convertible preferred stock	$ (42,222)
Issuance of Class B common stock upon conversion of convertible preferred stock (in shares)	(59,511,055)
Convertible preferred stock, ending balance at Jan. 27, 2018	$ 0
Convertible preferred stock, ending balance (in shares) at Jan. 27, 2018	0
Stockholders' equity, beginning balance at Jul. 29, 2017	$ 61,861	$ 1	$ 27,002	$ 0	$ 34,858
Stockholders' equity, beginning balance (in shares) at Jul. 29, 2017		26,834,535
Increase (Decrease) in Stockholders' Equity
Issuance of Class A common stock upon initial public offering, net of offering costs	127,033		127,033
Issuance of Class A common stock upon initial public offering, net of offering costs (in shares)		9,175,557
Issuance of Class B common stock upon conversion of convertible preferred stock	42,222	$ 1	42,221
Issuance of Class B common stock upon conversion of convertible preferred stock (in shares)		59,511,055
Reclassification of warrant liability to additional paid-in capital upon the initial public offering	15,994		15,994
Reclassification of warrant liability to additional paid-in capital upon the initial public offering (in shares)		1,066,225
Issuance of Class B common stock upon exercise of stock options	1,006		1,006
Issuance of common stock upon exercise of stock options (in shares)		492,857
Repurchase of common stock related to early exercised options (in shares)		(19,479)
Vesting of early exercised options	456		456
Stock-based compensation	5,396		5,396
Net income	17,129				17,129
Other comprehensive loss, net of tax	0
Stockholders' equity, ending balance at Jan. 27, 2018	271,097	$ 2	219,108	0	51,987
Stockholders' equity, ending balance (in shares) at Jan. 27, 2018		97,060,750
Convertible preferred stock, beginning balance at Jul. 29, 2017	$ 42,222
Convertible preferred stock, beginning balance (in shares) at Jul. 29, 2017	59,511,055
Convertible preferred stock, ending balance at Jul. 28, 2018	$ 0
Convertible preferred stock, ending balance (in shares) at Jul. 28, 2018	0
Stockholders' equity, beginning balance at Jul. 29, 2017	$ 61,861	$ 1	27,002	0	34,858
Stockholders' equity, beginning balance (in shares) at Jul. 29, 2017		26,834,535
Increase (Decrease) in Stockholders' Equity
Net income					22,654
Stockholders' equity, ending balance at Jul. 28, 2018	315,072	$ 2	235,312	0	79,758
Stockholders' equity, ending balance (in shares) at Jul. 28, 2018		98,799,861
Convertible preferred stock, beginning balance at Oct. 28, 2017	$ 42,222
Convertible preferred stock, beginning balance (in shares) at Oct. 28, 2017	59,511,055
Increase (Decrease) in Convertible Preferred Stock
Issuance of Class B common stock upon conversion of convertible preferred stock	$ (42,222)
Issuance of Class B common stock upon conversion of convertible preferred stock (in shares)	(59,511,055)
Convertible preferred stock, ending balance at Jan. 27, 2018	$ 0
Convertible preferred stock, ending balance (in shares) at Jan. 27, 2018	0
Stockholders' equity, beginning balance at Oct. 28, 2017	$ 78,267	$ 1	29,920	0	48,346
Stockholders' equity, beginning balance (in shares) at Oct. 28, 2017		27,026,292
Increase (Decrease) in Stockholders' Equity
Issuance of Class A common stock upon initial public offering, net of offering costs	127,033		127,033
Issuance of Class A common stock upon initial public offering, net of offering costs (in shares)		9,175,557
Issuance of Class B common stock upon conversion of convertible preferred stock	42,222	$ 1	42,221
Issuance of Class B common stock upon conversion of convertible preferred stock (in shares)		59,511,055
Reclassification of warrant liability to additional paid-in capital upon the initial public offering	15,994		15,994
Reclassification of warrant liability to additional paid-in capital upon the initial public offering (in shares)		1,066,225
Issuance of Class B common stock upon exercise of stock options	562		562
Issuance of common stock upon exercise of stock options (in shares)		281,621
Repurchase of common stock related to early exercised options (in shares)		0
Vesting of early exercised options	141		141
Stock-based compensation	3,237		3,237
Net income	3,641				3,641
Other comprehensive loss, net of tax	0
Stockholders' equity, ending balance at Jan. 27, 2018	271,097	$ 2	219,108	0	51,987
Stockholders' equity, ending balance (in shares) at Jan. 27, 2018		97,060,750
Convertible preferred stock, beginning balance at Jul. 28, 2018	$ 0
Convertible preferred stock, beginning balance (in shares) at Jul. 28, 2018	0
Convertible preferred stock, ending balance at Jan. 26, 2019	$ 0
Convertible preferred stock, ending balance (in shares) at Jan. 26, 2019	0
Stockholders' equity, beginning balance at Jul. 28, 2018	$ 315,072	$ 2	235,312	0	79,758
Stockholders' equity, beginning balance (in shares) at Jul. 28, 2018		98,799,861
Increase (Decrease) in Stockholders' Equity
Issuance of Class B common stock upon exercise of stock options	1,931		1,931
Issuance of common stock upon exercise of stock options (in shares)		968,415
Issuance of restricted stock units, net of tax withholdings	(2,281)		(2,281)
Issuance of restricted stock units, net of tax withholdings (in shares)		140,525
Vesting of early exercised options	178		178
Stock-based compensation	15,559		15,559
Net income	22,654
Other comprehensive loss, net of tax	141			141
Stockholders' equity, ending balance at Jan. 26, 2019	353,289	$ 2	250,699	141	102,447
Stockholders' equity, ending balance (in shares) at Jan. 26, 2019		99,908,801
Convertible preferred stock, beginning balance at Oct. 27, 2018	$ 0
Convertible preferred stock, beginning balance (in shares) at Oct. 27, 2018	0
Convertible preferred stock, ending balance at Jan. 26, 2019	$ 0
Convertible preferred stock, ending balance (in shares) at Jan. 26, 2019	0
Stockholders' equity, beginning balance at Oct. 27, 2018	$ 333,503	$ 2	243,086	(56)	90,471
Stockholders' equity, beginning balance (in shares) at Oct. 27, 2018		99,434,225
Increase (Decrease) in Stockholders' Equity
Issuance of Class B common stock upon exercise of stock options	(69)		(69)
Issuance of common stock upon exercise of stock options (in shares)		390,308
Issuance of restricted stock units, net of tax withholdings	(918)		(918)
Issuance of restricted stock units, net of tax withholdings (in shares)		84,268
Vesting of early exercised options	88		88
Stock-based compensation	8,512		8,512
Net income	11,976				11,976
Other comprehensive loss, net of tax	197			197
Stockholders' equity, ending balance at Jan. 26, 2019	$ 353,289	$ 2	$ 250,699	$ 141	$ 102,447
Stockholders' equity, ending balance (in shares) at Jan. 26, 2019		99,908,801

Condensed Consolidated Statem_3

Condensed Consolidated Statements of Cash Flow - USD ($) $ in Thousands	3 Months Ended		6 Months Ended		12 Months Ended
	Jan. 26, 2019	Jan. 27, 2018	Jan. 26, 2019	Jan. 27, 2018	Jul. 28, 2018
Cash Flows from Operating Activities
Net income	$ 11,976	$ 3,641	$ 22,654	$ 17,129
Adjustments to reconcile net income to net cash provided by operating activities:
Deferred income taxes			(2,288)	5,498
Remeasurement of preferred stock warrant liability	0	(1,614)	0	(10,685)
Inventory reserves			4,853	7,027
Stock-based compensation expense			14,747	5,135
Depreciation and amortization			6,456	4,888
Loss on disposal of property and equipment			0	131
Change in operating assets and liabilities:
Inventory			(22,928)	(19,529)
Prepaid expenses and other assets			1,546	5,078
Accounts payable			7,012	10,843
Accrued liabilities			17,689	4,484
Deferred revenue			3,822	3,283
Gift card liability			3,512	2,961
Other liabilities			592	(2,508)
Net cash provided by operating activities			57,667	33,735
Cash Flows from Investing Activities
Purchases of property and equipment			(11,903)	(8,232)
Purchases of securities available-for-sale			(185,994)	0
Sales of securities available-for-sale			1,163	0
Maturities of securities available-for-sale			9,500	0
Net cash used in investing activities			(187,234)	(8,232)
Cash Flows from Financing Activities
Proceeds from initial public offering, net of underwriting discounts paid			0	129,046
Proceeds from the exercise of stock options, net			1,931	1,006
Payments for tax withholding related to vesting of restricted stock units			(2,281)	0
Repurchase of Class B common stock related to early exercised options			0	(39)
Net cash (used in) provided by financing activities			(350)	130,013
Net increase (decrease) in cash, cash equivalents, and restricted cash			(129,917)	155,516
Effect of exchange rate changes on cash			(103)	0
Cash, cash equivalents, and restricted cash at beginning of period			310,366	119,958	$ 119,958
Cash, cash equivalents, and restricted cash at end of period	180,346	275,474	180,346	275,474	310,366
Components of Cash, Cash Equivalents, and Restricted Cash
Cash and cash equivalents	167,496	266,374	167,496	266,374	297,516
Restricted cash – current portion	250	0	250	0	250
Restricted cash – long-term portion	12,600	9,100	12,600	9,100	12,600
Cash, cash equivalents, and restricted cash at end of period	$ 180,346	$ 275,474	180,346	275,474	$ 310,366
Supplemental Disclosure
Cash paid for income taxes			191	3,091
Supplemental Disclosure of Non-Cash Investing and Financing Activities:
Purchases of property and equipment included in accounts payable and accrued liabilities			4,741	780
Capitalized stock-based compensation			812	261
Vesting of early exercised options			178	456
Deferred offering costs included in accounts payable and accrued liabilities			0	134
Conversion of preferred stock upon initial public offering			0	42,222
Reclassification of preferred stock warrant liability upon initial public offering			0	15,994
Deferred offering costs paid in prior year			$ 0	$ 1,879

Description of Business

Description of Business	6 Months Ended
	Jan. 26, 2019
Organization, Consolidation and Presentation of Financial Statements [Abstract]
Description of Business	Description of Business Stitch Fix, Inc. (“we,” “our,” “us” or “the Company”) delivers one-to-one personalization to our clients through the combination of data science and human judgment. Our stylists hand select items from a broad range of merchandise. Stylists pair their own judgment with our analysis of client and merchandise data to provide a personalized shipment of apparel, shoes, and accessories suited to each client’s needs. We call each of these unique shipments a Fix. After receiving a Fix, our clients purchase the items they want to keep and return the other items. We are incorporated in Delaware and have operations in the United States and the United Kingdom. Initial Public Offering On November 16, 2017, we completed an initial public offering (“IPO”). In connection with the IPO, we authorized two new classes of common stock: Class A common stock and Class B common stock. The rights of the holders of Class A and Class B common stock are identical, except with respect to voting, conversion, and transfer rights. Each share of Class A common stock is entitled to one vote per share and each share of Class B common stock is entitled to ten votes per share. Each share of Class B common stock is convertible at any time at the option of the stockholder into one share of Class A common stock and has no expiration date. The Class B common stock automatically converts to Class A common stock upon transfers or any sale. In our IPO, we issued and sold 8,000,000 shares of our Class A common stock at a public offering price of $15.00 per share. We received $110.4 million in net proceeds after deducting $6.2 million of underwriting discounts and $3.4 million in offering costs . Upon the closing of the IPO, all of the then outstanding shares of common stock were reclassified into Class B common stock, all of the outstanding shares of convertible preferred stock automatically converted into 59,511,055 shares of Class B common stock, and all of the outstanding preferred stock warrants were automatically exercised into 1,066,225 shares of Class B common stock. Subsequent to the closing of the IPO, there were no shares of preferred stock or preferred stock warrants outstanding. In December 2017, we issued an additional 1,175,557 shares of Class A common stock at a price of $15.00 per share following the underwriters’ exercise of their option to purchase additional shares and received $16.7 million in net proceeds after deducting underwriting discounts and expenses.

Summary of Significant Accounti

Summary of Significant Accounting Policies	6 Months Ended
	Jan. 26, 2019
Accounting Policies [Abstract]
Summary of Significant Accounting Policies	Summary of Significant Accounting Policies Basis of Presentation Our fiscal year is a 52-week or 53-week period ending on the Saturday closest to July 31. The fiscal years ended August 3, 2019 (“2019”) and July 28, 2018 (“2018”) consist of 53 weeks and 52 weeks, respectively. The unaudited condensed consolidated financial statements include the accounts of Stitch Fix, Inc. and our wholly owned subsidiaries, and have been prepared in accordance with generally accepted accounting principles in the United States (“GAAP”) and the requirements of the U.S. Securities and Exchange Commission (“SEC”) for interim reporting. As permitted under those rules, certain footnotes or other financial information that are normally required by GAAP can be condensed or omitted. These financial statements have been prepared on the same basis as our annual consolidated financial statements and, in the opinion of management, reflect all adjustments, consisting only of normal recurring adjustments, which are necessary for the fair statement of our financial information. These interim results are not necessarily indicative of the results to be expected for the fiscal year ending August 3, 2019 , or for any other interim period or for any other future year. All intercompany balances and transactions have been eliminated in consolidation. The accompanying unaudited condensed consolidated financial statements should be read in conjunction with the audited consolidated financial statements and the related notes thereto for the fiscal year ended July 28, 2018 , included in the Company’s Annual Report on Form 10-K filed with the SEC on October 3, 2018 (“2018 Annual Report”). Use of Estimates The preparation of condensed consolidated financial statements in conformity with GAAP requires management to make estimates and assumptions that affect the reported amounts in our condensed consolidated financial statements and accompanying footnotes. Significant estimates and assumptions are used for inventory, stock-based compensation expense, income taxes, revenue recognition, and, prior to our IPO, common stock valuation and remeasurement of preferred stock warrant liability. Actual results could differ from those estimates and such differences may be material to the condensed consolidated financial statements. Restricted Cash Restricted cash represents cash balances held in segregated accounts collateralizing letters of credit for our leased properties as of January 26, 2019 , and July 28, 2018 . Investment Securities The Company’s short-term and long-term investments have been classified and accounted for as available-for-sale securities. We determine the appropriate classification of our investments at the time of purchase and reevaluate the classification at each balance sheet date. Available-for-sale securities with maturities of 12 months or less are classified as short-term and available-for-sale securities with maturities greater than 12 months are classified as long-term. The Company’s available-for-sale securities are carried at fair value, with unrealized gains and losses, net of taxes, reported within accumulated other comprehensive income (“AOCI”) in stockholders’ equity, with the exception of unrealized losses believed to be other-than-temporary, which are reported in earnings in the current period, if applicable. The cost of securities sold is based upon the specific identification method. Foreign Currency The functional currency of our international subsidiary is the local currency. For that subsidiary, we translate assets and liabilities to U.S. dollars using period-end exchange rates, and average monthly exchange rates for revenues, costs, and expenses. We record translation gains and losses in AOCI as a component of stockholders’ equity. Net foreign exchange transaction gains and losses resulting from the conversion of the transaction currency to functional currency are recorded in other income, net in the condensed consolidated statements of operations and comprehensive income. Revenue Recognition We generate revenue primarily from the sale of merchandise in a Fix. Clients create an online account on our website or mobile app, complete a style profile and order a Fix to be delivered on a specified date. Each Fix represents an offer made by us to the client to purchase merchandise. The client is charged a nonrefundable $20 upfront styling fee before the Fix is shipped. As an alternative to the styling fee, we offer select clients the option to purchase a Style Pass. Style Pass clients pay a $49 nonrefundable annual fee for unlimited Fixes that is credited towards merchandise purchases. If the offer to purchase merchandise is accepted, we charge the client the order amount for the accepted merchandise, net of the upfront styling fee or Style Pass annual fee. For each Fix, acceptance occurs when the client checks out the merchandise on our website or mobile app. We offer a 25% discount to clients who purchase all of the items in the Fix. We recognize revenue through the following steps: (1) identification of the contract, or contracts, with the customer; (2) identification of the performance obligations in the contract; (3) determination of the transaction price; (4) allocation of the transaction price to the performance obligations in the contract; and (5) recognition of revenue when, or as, we satisfy a performance obligation. Both our styling fee and Style Pass arrangements consist of one performance obligation, which is the option to purchase merchandise. The upfront styling fee is not a performance obligation as the styling activity is not distinct within the context of the contract. Similarly, the right to receive multiple options under Style Pass does not provide the customer with material stand-alone value and therefore does not give rise to a separate performance obligation. Both the upfront styling fee and Style Pass annual fee are included in deferred revenue until the performance obligation is satisfied when the client exercises his or her option to purchase merchandise (i.e., upon checkout of a Fix) or when the option(s) to purchase merchandise expire(s). Revenue is recognized when control of the promised goods is transferred to the client. Control is transferred when the client accepts or rejects the offer to purchase merchandise. Upon acceptance by purchasing one or more items within the Fix at checkout, the total amount of the order, including the upfront styling fee, is recognized as revenue. If none of the items within the Fix are accepted at checkout, the upfront styling fee is recognized as revenue at that time. The Style Pass annual fee is recognized at the earlier of (i) the time at which a client accepts and applies the Style Pass fee to an offer to purchase merchandise or (ii) upon expiry of the annual period. Under Style Pass arrangements, if a client does not accept any items within the Fix, the annual fee will continue to be deferred until it is applied to a future purchase or upon expiry of the annual period. If a client would like to exchange an item, we recognize revenue at the time the exchanged item is shipped, which coincides with the transfer of control to the customer. We deduct discounts, sales tax, and estimated refunds to arrive at net revenue. Sales tax collected from clients is not considered revenue and is included in accrued liabilities until remitted to the taxing authorities. All shipping and handling costs are accounted for as fulfillment costs in cost of goods sold and as selling, general, and administrative expense (“SG&A”), respectively, and are therefore not evaluated as a separate performance obligation. Discounts are recorded as a reduction to revenue when the order is accepted. We record a refund reserve based on our historical refund patterns. Our refund reserve, which was included in accrued liabilities in the condensed consolidated balance sheets, was $2.6 million and $2.3 million as of January 26, 2019 , and July 28, 2018 , respectively. The Company has four types of contractual liabilities: (i) cash collections of upfront styling fees, which are included in deferred revenue and are recognized as revenue upon the earlier of application to a merchandise purchase or expiry of the offer, (ii) cash collections of Style Pass annual fees, which are included in deferred revenue and are recognized upon the earlier of application to a merchandise purchase or expiry of the Style Pass annual period, (iii) unredeemed gift cards, which are included in gift card liability and recognized as revenue upon usage or inclusion in gift card breakage estimates, and (iv) referral credits, which are included in other current liabilities and are recognized as revenue when used. We sell gift cards to clients and establish a liability based upon the face value of such gift cards. We reduce the liability and recognize revenue upon usage of the gift card. If a gift card is not used, we will recognize estimated gift card breakage revenue proportionately to customer usage of gift cards over the expected gift card usage period, subject to requirements to remit balances to governmental agencies. All commissions paid to third parties upon issuance of gift cards are recognized in SG&A as incurred, as on average, gift cards are used within a one-year period. Similarly, referral credits that are considered incremental costs of obtaining a contract with a customer are recognized in SG&A when issued, as on average, referral credits are used within a one-year period. Contractual liabilities included in deferred revenue, gift card liability, and other current liabilities were $12.5 million , $9.9 million , and $0.9 million , respectively, at January 26, 2019 , and $8.9 million , $6.8 million , and $2.7 million , respectively, at July 28, 2018 . During the three months ended January 26, 2019 , the Company recognized $ 0.1 million and $ 0.1 million of net revenue included in deferred revenue and gift card liability, respectively, at July 28, 2018 . During the three months ended January 26, 2019 , the Company recognized no net revenue included in other current liabilities at July 28, 2018 . During the six months ended January 26, 2019 , the Company recognized $8.3 million , $0.1 million , and $0.6 million of net revenue included in deferred revenue, gift card liability, and other current liabilities, respectively, at July 28, 2018 . All amounts presented as of July 28, 2018 , are accounted for under Accounting Standards Codification (“ASC”) 605. All amounts presented as of January 26, 2019 , include the transition impact of adopting ASC 606. See “Recently Adopted Accounting Pronouncements” below. Deferred revenue related to upfront styling fees totaled $10.0 million as of January 26, 2019 , and $7.6 million as of July 28, 2018 . Deferred revenue related to Style Pass annual fees totaled $2.5 million as of January 26, 2019 , and $1.1 million as of July 28, 2018 . Deferred revenue related to exchanges totaled zero as of January 26, 2019 , and $0.2 million as of July 28, 2018 . The Company expects deferred revenue for upfront styling fees and Style Pass annual fees to be recognized within one year. On average, gift card liability and other current liabilities are also recognized within one year. Concentration of Credit Risks We are subject to concentrations of credit risk principally from cash and cash equivalents and investment securities. The majority of our cash is held by three financial institutions within the United States. Our cash balances held by these institutions may exceed federally insured limits. The associated risk of concentration for cash is mitigated by banking with credit-worthy institutions. Our cash equivalents consist of money market funds and commercial paper. The associated risk of concentration for cash equivalents and investments is mitigated by maintaining a diversified portfolio of highly rated instruments. No client accounted for greater than 10% of total revenue, net for the three and six months ended January 26, 2019 , and January 27, 2018 . Recently Issued Accounting Pronouncements In February 2016, the Financial Accounting Standards Board (“FASB”) issued Accounting Standards Update (“ASU”) No. 2016-02, Leases (Topic 842) (“ASU 2016-02”), which requires lessees to record most leases on their balance sheets but recognize the expenses on their income statements in a manner similar to current practice. ASU 2016-02 states that a lessee would recognize a lease liability for the obligation to make lease payments and a right-to-use asset for the right to use the underlying asset for the lease term. We expect to adopt this standard in the first quarter of fiscal 2020. We are currently evaluating the impact that this standard will have on our consolidated financial statements but we expect that it will result in a substantial increase in our long-term assets and liabilities. In June 2018, the FASB issued ASU No. 2018-07, Compensation—Stock Compensation (Topic 718): Improvements to Nonemployee Share-Based Payment Accounting . Under this ASU, the accounting for awards issued to nonemployees will be similar to the accounting for employee awards. This includes allowing for the measurement of awards at the grant date and recognition of awards with performance conditions when those conditions are probable, both of which are earlier than under current guidance for nonemployee awards. We expect to adopt this standard in the first quarter of fiscal 2020. We are currently evaluating the impact that this standard will have on our consolidated financial statements. Recently Adopted Accounting Pronouncements In May 2014, the FASB issued ASU No. 2014-09, Revenue from Contracts with Customers (Topic 606) (“ASU 2014-09”), which amended the existing FASB Accounting Standards Codification. ASU 2014-09 establishes a principle for recognizing revenue upon the transfer of promised goods or services to customers, in an amount that reflects the expected consideration received in exchange for those goods or services and also provides guidance on the recognition of costs related to obtaining and fulfilling customer contracts. The new guidance may be applied retrospectively to each prior period presented or retrospectively with the cumulative effect recognized as of the date of adoption (“modified retrospective method”). We adopted the standard in the first quarter of fiscal 2019 under the modified retrospective approach. Under the new standard, we recognize estimated gift card breakage revenue proportionately to customer gift card usage over the expected gift card usage period rather than waiting until the likelihood of redemption becomes remote. Further, we recognize revenue related to exchanges upon shipment by us, rather than upon receipt by the customer. In the first quarter of fiscal 2019, the Company recorded a cumulative catch-up adjustment resulting in an increase to opening retained earnings, net of tax, of $0.4 million , comprised of the impact of $0.3 million from the change in revenue recognition related to gift cards and $0.1 million from the recognition of exchanges upon shipment. The impact to net revenue for the three and six months ended January 26, 2019 , was an increase of $0.7 million and $0.8 million , respectively, as a result of adopting the standard. In October 2016, the FASB issued ASU No. 2016-16 , Income Taxes: Intra-Entity Transfers of Assets Other Than Inventory (Topic 740) , which amends existing guidance on the recognition of current and deferred income tax impacts for intra-entity asset transfers other than inventory. We adopted the standard in the first quarter of fiscal 2019 under the modified retrospective approach. As a result, a cumulative adjustment of $0.4 million , net of tax, was recorded to reduce opening retained earnings in connection with adoption of Topic 740. Recently Issued SEC Rules In August 2018, the SEC adopted the final rule under SEC Release No. 33-10532, Disclosure Update and Simplification , amending certain disclosure requirements that were redundant, duplicative, overlapping, outdated, or superseded. In addition, the amendments expanded the disclosure requirements on the analysis of stockholders’ equity for interim financial statements. Under the amendments, an analysis of changes in each caption of stockholders’ equity presented in the balance sheet must be provided in a note or separate statement. This final rule became effective November 5, 2018, and the Company adopted this standard for all periods presented in this Quarterly Report on Form 10-Q, presenting the activity of the convertible preferred stock and stockholders’ equity accounts for each period presented.

Fair Value Measurements

Fair Value Measurements	6 Months Ended
	Jan. 26, 2019
Fair Value Disclosures [Abstract]
Fair Value Measurements	Fair Value Measurements We disclose and recognize the fair value of our assets and liabilities using a hierarchy that prioritizes the inputs to valuation techniques used to measure fair value. Fair value is defined as the price that would be received to sell an asset or paid to transfer a liability (an exit price) in an orderly transaction between market participants at the measurement date. The guidance establishes three levels of the fair value hierarchy as follows: Level 1 : Inputs are unadjusted, quoted prices in active markets for identical assets or liabilities at the measurement date; Level 2 : Inputs are observable, unadjusted quoted prices in active markets for similar assets or liabilities, unadjusted quoted prices for identical or similar assets or liabilities in markets that are not active, or other inputs that are observable or can be corroborated by observable market data for substantially the full term of the related assets or liabilities; and Level 3 : Unobservable inputs that are significant to the measurement of the fair value of the assets or liabilities that are supported by little or no market data. Our financial instruments consist of cash and cash equivalents, short-term and long-term investments, accounts payable, accrued liabilities, and, prior to our IPO, the preferred stock warrant liability. At January 26, 2019 , and July 28, 2018 , the carrying values of cash and cash equivalents, accounts payable, and accrued liabilities approximated fair value due to their short-term maturities. In November 2017, in connection with our IPO, all outstanding preferred stock warrants were automatically exercised into Class B common stock. As a result, we remeasured and reclassified the preferred stock warrant liability to additional paid-in capital upon the closing of our IPO. The following table sets forth the amortized cost, gross unrealized gains, gross unrealized losses and fair values of our short-term and long-term investments accounted for as available-for-sale securities as of January 26, 2019 : January 26, 2019 (in thousands) Amortized Cost Gross Unrealized Gains Gross Unrealized Losses Fair Value Financial Assets: Investments: U.S. Treasury securities $ 39,059 $ 3 $ (3 ) $ 39,059 Commercial paper 41,701 — — 41,701 Asset-backed securities 33,962 4 (14 ) 33,952 Corporate bonds 61,341 58 (14 ) 61,385 Total $ 176,063 $ 65 $ (31 ) $ 176,097 The following table sets forth the fair value of available-for-sale securities by contractual maturity as of January 26, 2019 : January 26, 2019 (in thousands) One Year or Less Over One Year Through Five Years Over Five Years Total Financial Assets: Investments: U.S. Treasury securities $ 29,090 $ 9,969 $ — $ 39,059 Commercial paper 41,701 — — 41,701 Asset-backed securities 7,559 26,393 — 33,952 Corporate bonds 31,013 30,372 — 61,385 Total $ 109,363 $ 66,734 $ — $ 176,097 The following table sets forth our cash equivalents, and short-term and long-term investments accounted for as available-for-sale securities that were measured at fair value on a recurring basis based on the fair value hierarchy as of January 26, 2019 : January 26, 2019 (in thousands) Level 1 Level 2 Level 3 Total Financial Assets: Cash equivalents: Money market funds $ 949 $ — $ — $ 949 Commercial paper — — — — Investments: U.S. Treasury securities 39,059 — — 39,059 Commercial paper — 41,701 — 41,701 Asset-backed securities — 33,952 — 33,952 Corporate bonds — 61,385 — 61,385 Total $ 40,008 $ 137,038 $ — $ 177,046 As of July 28, 2018 , the Company did no t have any financial instruments measured at fair value. There were no transfers of financial assets or liabilities into or out of Level 1, Level 2, or Level 3 for the three and six months ended January 26, 2019 , and January 27, 2018 . The following table sets forth a summary of the changes in the fair value of the preferred stock warrant liability for the six months ended January 27, 2018 (in thousands): (in thousands) For the Six Months Ended January 27, 2018 Balance at July 29, 2017 $ 26,679 Change in fair value (10,685 ) Reclassification of warrant liability to additional paid-in capital upon the initial public offering (15,994 ) Ending Balance at January 27, 2018 $ — See Note 5, Preferred Stock Warrant Liability, for more details on our preferred stock warrants.

Accrued Liabilities

Accrued Liabilities	6 Months Ended
	Jan. 26, 2019
Payables and Accruals [Abstract]
Accrued Liabilities	Accrued Liabilities Accrued liabilities consisted of the following: (in thousands) January 26, 2019 July 28, 2018 Compensation and related benefits $ 14,009 $ 10,680 Advertising 13,041 10,456 Sales taxes 5,589 7,066 Shipping and freight 9,208 4,801 Accrued accounts payable 8,353 4,567 Inventory purchases 7,541 506 Other 8,339 4,961 Total accrued liabilities $ 66,080 $ 43,037

Preferred Stock Warrant Liabili

Preferred Stock Warrant Liability	6 Months Ended
	Jan. 26, 2019
Equity [Abstract]
Preferred Stock Warrant Liability	Preferred Stock Warrant Liability In 2012 and 2013, in connection with financing arrangements, we issued warrants to purchase shares of our convertible preferred stock. For one of the financing arrangements, we issued warrants to purchase 375,230 shares of Series Seed convertible preferred stock at an exercise price of $0.1066 per share and 66,265 shares of Series A convertible preferred stock at an exercise price of $0.22636 per share. For the second financing arrangement, we issued warrants for the purchase of, at the warrant holder’s option, either (a) 624,730 shares of Series A-1 convertible preferred stock at an exercise price of $0.2401 per share or (b) 308,315 shares of Series B convertible preferred stock at an exercise price of $0.486516 per share. Prior to their automatic exercise in connection with our IPO, as described below, the warrants were exercisable for and expired 10 years from the date of issuance. In November 2017, in connection with our IPO, the preferred stock warrants were automatically exercised into Class B common stock and the preferred stock warrant liability was reclassified to additional paid-in capital.

Commitments and Contingencies

Commitments and Contingencies	6 Months Ended
	Jan. 26, 2019
Commitments and Contingencies Disclosure [Abstract]
Commitments and Contingencies	Commitments and Contingencies Commitments On October 12, 2018, we executed an agreement with a third-party logistics contractor to lease and operate a fulfillment center in Leicester, England (the “Fulfillment Center Logistics Agreement”). The agreement commits the Company to a five -year contract for logistics services at the Leicester fulfillment center that can be terminated after two years, with six months’ advance notice. Effective with the Fulfillment Center Logistics Agreement, the leasing component of the arrangement will be accounted for as an operating lease with future minimum lease payments over the five -year term of $11.1 million . Contingencies We record a loss contingency when it is probable that a liability has been incurred and the amount of the loss can be reasonably estimated. We also disclose material contingencies when we believe a loss is not probable but reasonably possible. Accounting for contingencies requires us to use judgment related to both the likelihood of a loss and the estimate of the amount or range of loss. Although we cannot predict with assurance the outcome of any litigation or tax matters, we do not believe there are currently any such actions that, if resolved unfavorably, would have a material impact on our operating results, financial position, and cash flows. On October 11, 2018, October 26, 2018, November 16, 2018, and December 10, 2018, four putative class action lawsuits alleging violations of the federal securities laws were filed in the U.S. District Court for the Northern District of California, naming as defendants us and certain of our officers. The four lawsuits each make the same allegations of violations of the Securities Exchange Act of 1934, as amended, by us and our officers for allegedly making materially false and misleading statements regarding our active client growth and strategy with respect to television advertising between June 2018 and October 2018. The plaintiffs seek unspecified monetary damages and other relief. We expect the four lawsuits, which have been deemed to be related cases by the court, to be consolidated into one . On December 12, 2018, a derivative action was filed against our directors in the same court, alleging the same violations of securities laws as alleged in the four putative class action cases described above and breach of fiduciary duties. There have been no other material changes to our commitments and contingencies as disclosed in our 2018 Annual Report. Indemnifications In the ordinary course of business, we may provide indemnifications of varying scope and terms to vendors, directors, officers and other parties with respect to certain matters. We have not incurred any material costs as a result of such indemnifications and have not accrued any liabilities related to such obligations in our condensed consolidated financial statements.

Accumulated Other Comprehensive

Accumulated Other Comprehensive Income	6 Months Ended
	Jan. 26, 2019
Equity [Abstract]
Accumulated Other Comprehensive Income	Accumulated Other Comprehensive Income The table below presents the changes in AOCI by component and the reclassifications out of AOCI: Changes in Accumulated Other Comprehensive Income (in thousands) Available-for-sale Securities Foreign Currency Translation Total Balance at July 28, 2018 $ — $ — $ — Other comprehensive income before reclassifications (1) 22 119 141 Net change in AOCI 22 119 141 Balance at January 26, 2019 $ 22 $ 119 $ 141 (1) The associated income tax effects for gains / losses on available-for-sale securities were $12 .

Stock Based Compensation

Stock Based Compensation	6 Months Ended
	Jan. 26, 2019
Disclosure of Compensation Related Costs, Share-based Payments [Abstract]
Stock-Based Compensation	Stock-Based Compensation 2011 Equity Incentive Plan In 2011, we adopted the 2011 Equity Incentive Plan (the “2011 Plan”). The 2011 Plan provided for the grant of stock-based awards to employees, directors, and nonemployees under terms and provisions established by the board of directors. The 2011 Plan allowed for the grant of incentive stock options or nonqualified stock options as well as restricted stock units, restricted stock, and stock appreciation rights. As of January 26, 2019 , we had only granted incentive and nonqualified stock options under the 2011 Plan. Employee stock option grants generally vest 25% on the first anniversary of the grant date with the remaining options vesting ratably over the next three years. Options generally expire after 10 years. Effective upon our IPO, the 2011 Plan was replaced by the 2017 Incentive Plan. 2017 Incentive Plan In November 2017, our board of directors and stockholders adopted our 2017 Incentive Plan (the “2017 Plan”). The remaining shares available for issuance under the 2011 Plan became reserved for issuance under the 2017 Plan. Our 2017 Plan provides for the grant of Class A incentive stock options to employees, including employees of any parent or subsidiary, and for the grant of nonqualified stock options, stock appreciation rights, restricted stock awards, restricted stock unit awards, performance stock awards, performance cash awards, and other forms of stock awards to employees, directors, and consultants, including employees and consultants of our subsidiaries. The number of shares authorized for issuance under the 2017 Plan was 28,423,374 as of January 26, 2019 , of which 1,970,751 were available for grant. Stock option activity under the 2011 Plan and 2017 Plan is as follows: Options Outstanding Number of Options Weighted- Average Exercise Price Weighted- Average Remaining Contractual Life (in Years) Aggregate Intrinsic Value (in thousands) Balance – July 28, 2018 9,052,160 $ 11.74 8.23 $ 160,856 Authorized — Granted 817,789 $ 24.43 Exercised (966,677 ) $ 3.30 Cancelled (324,983 ) $ 12.95 Balance – January 26, 2019 8,578,289 $ 13.52 8.08 $ 82,169 The aggregate intrinsic value is the difference between the current fair value of the underlying common stock and the exercise price for in-the-money stock options. The following table summarizes the restricted stock unit (“RSU”) award activity under the 2017 Plan: Unvested RSUs Class A Common Stock Weighted- Weighted- Aggregate (in thousands) Unvested at July 28, 2018 2,432,326 $ 21.58 3.50 $ 71,778 Granted 1,490,995 $ 32.40 Vested (140,525 ) $ 19.35 Forfeited (210,929 ) $ 21.81 Unvested at January 26, 2019 3,571,867 $ 26.17 3.40 $ 82,439 Stock-Based Compensation Expense Stock-based compensation expense for employees was $8.1 million and $14.7 million for the three and six months ended January 26, 2019 , respectively, and $3.1 million and $5.1 million for the three and six months ended January 27, 2018 , respectively. Stock-based compensation expense is included in selling, general, and administrative expenses in our condensed consolidated statements of operations. The weighted-average grant date fair value of options granted during the six months ended January 26, 2019 , was $11.03 per share. The weighted-average grant date fair value of options granted during the six months ended January 27, 2018 , was $7.65 per share. As of January 26, 2019 , the total unrecognized compensation expense related to unvested options and RSUs, net of estimated forfeitures, was $135.0 million , which we expect to recognize over an estimated weighted average period of 3.1 years . We record stock-based compensation of stock options granted to employees by estimating the fair value of stock-based awards using the Black-Scholes option pricing model and amortizing the fair value of the stock-based awards granted over the applicable vesting period of the awards on a straight-line basis. The fair value of stock options granted to employees was estimated at the grant date using the Black-Scholes option-pricing model with the following assumptions: For the Three Months Ended For the Six Months Ended January 26, 2019 January 27, 2018 January 26, 2019 January 27, 2018 Expected term (in years) 5.5 - 6.5 5.4 - 6.6 5.1 - 6.5 5.4 - 6.6 Volatility 42.1 - 42.1% 41.4 - 43.5% 41.7 - 42.1% 41.4 - 43.5% Risk free interest rate 2.9 - 3.0% 2.1 - 2.5% 2.8 - 3.0% 1.9 - 2.5% Dividend yield — % — % — % — % In July 2017, we granted options to certain members of our executive management team to purchase an aggregate of 1,097,463 shares of Class B common stock which had both a service-based condition and a liquidity event-related performance condition. Such options vest ratably over the 24 -month period following the fourth anniversary of the grant date, subject to an IPO occurring within 12 months of the grant date and the option holder’s continuous service through each vesting date. The aggregate grant-date fair value of such option awards was $14.0 million . Since an IPO is not deemed probable until such event occurs, no compensation cost related to the performance condition was recognized prior to the consummation of our IPO in November 2017. Subsequently, we recorded stock-based compensation expense of $0.5 million related to periods prior to the IPO.

Income Taxes

Income Taxes	6 Months Ended
	Jan. 26, 2019
Income Tax Disclosure [Abstract]
Income Taxes	Income Taxes The following table summarizes our effective tax rate from income for the periods presented: For the Three Months Ended For the Six Months Ended (in thousands) January 26, 2019 January 27, 2018 January 26, 2019 January 27, 2018 Income before income taxes $ 17,034 $ 17,244 $ 29,450 $ 35,876 Provision for income taxes 5,058 13,603 6,796 18,747 Effective tax rate 29.7 % 78.9 % 23.1 % 52.3 % We are primarily subject to income taxes in the United States. Our effective tax rate for the three and six months ended January 26, 2019 , differs from the federal statutory income tax rate primarily due to lower tax rates in foreign jurisdictions where international expansion expenses are incurred, and certain nondeductible expenses and state taxes, partially offset by the benefits of stock-based compensation deductions and allowable credits. Our effective tax rate for the three and six months ended January 27, 2018 , was based on our historic statutory tax rate of 26.96%. Our effective tax rate for the three and six months ended January 27, 2018 , differed from the federal statutory income tax rate primarily due to remeasurement of the preferred stock warrant liability, state taxes, remeasurement of existing deferred tax balances, and certain other nondeductible expenses, partially offset by the benefits of certain stock-based compensation deduction On December 22, 2017, the U.S. enacted the Tax Cuts and Jobs Act (the “Tax Act”), which significantly changed U.S. tax law. The Tax Act contains several key tax provisions including the reduction of the corporate income tax rate from 35% to 21%, as well as a variety of other changes including the acceleration of expensing of certain business assets and reductions in the amount of executive pay that could qualify as a tax deduction. The federal statutory tax rate reduction is effective January 1, 2018. Staff Accounting Bulletin No. 118, Income Tax Accounting Implications of the Tax Cuts and Jobs Act (“SAB 118”) permitted companies to make changes as a result of future changes in interpretation, information available, assumptions made by the Company, and/or issuance of additional guidance. During the period ended July 28, 2018 , the Company remeasured the deferred tax balances based on the tax rates at which they are expected to reverse in the future, which resulted in an increase in income tax expense of $6.7 million . In the six months ended January 26, 2019 , the Company has not made any changes to the remeasurement of deferred tax balances. We continue to monitor the progress of ongoing discussions with tax authorities and the impact, if any, of the expected expiration of the statute of limitations in various taxing jurisdictions.

Earnings Per Share Attributable

Earnings Per Share Attributable to Common Stockholders	6 Months Ended
	Jan. 26, 2019
Earnings Per Share [Abstract]
Earnings Per Share Attributable to Common Stockholders	Earnings Per Share Attributable to Common Stockholders Basic and diluted net income per share attributable to common stockholders is presented in conformity with the two-class method required for participating securities. We consider convertible preferred stock and early exercised share options to be participating securities. In connection with our IPO, we established two classes of authorized common stock: Class A common stock and Class B common stock. As a result, all then-outstanding shares of common stock were converted into shares of Class B common stock upon effectiveness of our IPO. The rights of the holders of Class A and Class B common stock are identical, except with respect to voting, conversion, and transfer rights. Each share of Class A common stock is entitled to one vote per share and each share of Class B common stock is entitled to ten votes per share. Each share of Class B common stock is convertible at any time at the option of the stockholder into one share of Class A common stock. Undistributed earnings allocated to participating securities are subtracted from net income in determining net income attributable to common stockholders. Basic net income per share attributable to common stockholders is computed by dividing the net income attributable to common stockholders by the weighted-average number of common shares outstanding during the period. All participating securities are excluded from basic weighted-average common shares outstanding. For the calculation of diluted earnings per share (“EPS”), net income attributable to common stockholders for basic EPS is adjusted by the effect of dilutive securities. Diluted net income per share attributable to common stockholders is computed by dividing the net income attributable to common stockholders by the weighted-average number of common shares outstanding, including all potentially dilutive common shares. The undistributed earnings are allocated based on the contractual participation rights of the Class A and Class B common shares as if the earnings for the year have been distributed. As the liquidation and dividend rights are identical, the undistributed earnings are allocated on a proportionate basis. The computation of the diluted net income per share of Class A common stock assumes the conversion of Class B common stock, while diluted net income per share of Class B common stock does not assume the conversion of Class A common stock as Class A common stock is not convertible into Class B common stock. A reconciliation of the numerator and denominator used in the calculation of basic and diluted EPS attributable to common stockholders is as follows: For the Three Months Ended January 26, 2019 January 27, 2018 (in thousands, except share and per share amounts) Class A Class B Class A Class B Numerator: Net income $ 5,166 $ 6,810 $ 312 $ 3,329 Less: noncumulative dividends to preferred stockholders — — (11 ) (122 ) Less: undistributed earnings to participating securities (4 ) (4 ) (41 ) (431 ) Net income attributable to common stockholders - basic 5,162 6,806 260 2,776 Less: change in fair value of preferred stock warrant liability (net of tax) — — (1,614 ) (1,614 ) Add: adjustments to undistributed earnings to participating securities — — 231 211 Reallocation of undistributed earnings as a result of conversion of Class B to Class A shares 6,806 — 2,776 — Reallocation of undistributed earnings to Class B shares — 103 — 147 Net income attributable to common stockholders - diluted $ 11,968 $ 6,909 $ 1,653 $ 1,520 Denominator: Weighted-average shares of common stock - basic 42,956,285 56,633,902 7,075,605 75,363,746 Conversion of Class B to Class A common shares outstanding 56,633,902 — 75,363,746 — Effect of dilutive stock options and restricted stock units 3,227,651 2,721,015 5,295,401 5,271,550 Effect of potentially dilutive preferred stock warrants — — 219,904 219,904 Weighted-average shares of common stock - diluted 102,817,838 59,354,917 87,954,656 80,855,200 Earnings per share attributable to common stockholders: Basic $ 0.12 $ 0.12 $ 0.04 $ 0.04 Diluted $ 0.12 $ 0.12 $ 0.02 $ 0.02 For the Six Months Ended January 26, 2019 January 27, 2018 (in thousands, except share and per share amounts) Class A Class B Class A Class B Numerator: Net income $ 9,220 $ 13,434 $ 1,114 $ 16,015 Less: noncumulative dividends to preferred stockholders — — (50 ) (718 ) Less: undistributed earnings to participating securities (9 ) (13 ) (427 ) (6,140 ) Net income attributable to common stockholders - basic 9,211 13,421 637 9,157 Less: change in fair value of preferred stock warrant liability (net of tax) — — (10,685 ) (10,685 ) Add: adjustments to undistributed earnings to participating securities 1 1 4,421 4,133 Reallocation of undistributed earnings as a result of conversion of Class B to Class A shares 13,421 — 9,157 — Reallocation of undistributed earnings to Class B shares — 182 — 719 Net income attributable to common stockholders - diluted $ 22,633 $ 13,604 $ 3,530 $ 3,324 Denominator: Weighted-average shares of common stock - basic 40,404,333 58,874,266 3,537,803 50,839,664 Conversion of Class B to Class A common shares outstanding 58,874,266 — 50,839,664 — Effect of dilutive stock options and restricted stock units 4,318,717 3,393,581 5,584,167 5,581,484 Effect of potentially dilutive preferred stock warrants — — 637,934 637,934 Weighted-average shares of common stock - diluted 103,597,316 62,267,847 60,599,568 57,059,082 Earnings per share attributable to common stockholders: Basic $ 0.23 $ 0.23 $ 0.18 $ 0.18 Diluted $ 0.22 $ 0.22 $ 0.06 $ 0.06 The following common stock equivalents were excluded from the computation of diluted earnings per share for the periods presented because including them would have been antidilutive: For the Three Months Ended For the Six Months Ended January 26, 2019 January 27, 2018 January 26, 2019 January 27, 2018 Restricted stock units 1,821,371 177,180 1,601,328 — Stock options to purchase Class A common stock 1,659,061 — 1,214,086 276,769 Stock options to purchase Class B common stock 3,335,064 762,918 389,158 927,366 Total 6,815,496 940,098 3,204,572 1,204,135

Subsequent Events Subsequent Ev

Subsequent Events Subsequent Events	6 Months Ended
	Jan. 26, 2019
Subsequent Events [Abstract]
Subsequent Events	Subsequent Events We entered into an amendment to our fulfillment center arrangement in Dallas effective February 20, 2019 (the “Amendment”). The Amendment increases our existing square footage at this location by approximately 174,000 square feet to approximately 490,000 square feet, and extends the original lease term by approximately eighteen months to June 2024. Effective with the Amendment, the arrangement will be accounted for as an operating lease with future minimum lease payments of approximately $10.0 million through June 2024.

Summary of Significant Accoun_2

Summary of Significant Accounting Policies (Policies)	6 Months Ended
	Jan. 26, 2019
Accounting Policies [Abstract]
Basis of Presentation	Basis of Presentation Our fiscal year is a 52-week or 53-week period ending on the Saturday closest to July 31. The fiscal years ended August 3, 2019 (“2019”) and July 28, 2018 (“2018”) consist of 53 weeks and 52 weeks, respectively. The unaudited condensed consolidated financial statements include the accounts of Stitch Fix, Inc. and our wholly owned subsidiaries, and have been prepared in accordance with generally accepted accounting principles in the United States (“GAAP”) and the requirements of the U.S. Securities and Exchange Commission (“SEC”) for interim reporting. As permitted under those rules, certain footnotes or other financial information that are normally required by GAAP can be condensed or omitted. These financial statements have been prepared on the same basis as our annual consolidated financial statements and, in the opinion of management, reflect all adjustments, consisting only of normal recurring adjustments, which are necessary for the fair statement of our financial information. These interim results are not necessarily indicative of the results to be expected for the fiscal year ending August 3, 2019 , or for any other interim period or for any other future year. All intercompany balances and transactions have been eliminated in consolidation. The accompanying unaudited condensed consolidated financial statements should be read in conjunction with the audited consolidated financial statements and the related notes thereto for the fiscal year ended July 28, 2018 , included in the Company’s Annual Report on Form 10-K filed with the SEC on October 3, 2018 (“2018 Annual Report”).
Use of Estimates	Use of Estimates The preparation of condensed consolidated financial statements in conformity with GAAP requires management to make estimates and assumptions that affect the reported amounts in our condensed consolidated financial statements and accompanying footnotes. Significant estimates and assumptions are used for inventory, stock-based compensation expense, income taxes, revenue recognition, and, prior to our IPO, common stock valuation and remeasurement of preferred stock warrant liability. Actual results could differ from those estimates and such differences may be material to the condensed consolidated financial statements.
Restricted Cash	Restricted Cash Restricted cash represents cash balances held in segregated accounts collateralizing letters of credit for our leased properties as of January 26, 2019 , and July 28, 2018 .
Investment Securities	Investment Securities The Company’s short-term and long-term investments have been classified and accounted for as available-for-sale securities. We determine the appropriate classification of our investments at the time of purchase and reevaluate the classification at each balance sheet date. Available-for-sale securities with maturities of 12 months or less are classified as short-term and available-for-sale securities with maturities greater than 12 months are classified as long-term. The Company’s available-for-sale securities are carried at fair value, with unrealized gains and losses, net of taxes, reported within accumulated other comprehensive income (“AOCI”) in stockholders’ equity, with the exception of unrealized losses believed to be other-than-temporary, which are reported in earnings in the current period, if applicable. The cost of securities sold is based upon the specific identification method.
Foreign Currency	Foreign Currency The functional currency of our international subsidiary is the local currency. For that subsidiary, we translate assets and liabilities to U.S. dollars using period-end exchange rates, and average monthly exchange rates for revenues, costs, and expenses. We record translation gains and losses in AOCI as a component of stockholders’ equity. Net foreign exchange transaction gains and losses resulting from the conversion of the transaction currency to functional currency are recorded in other income, net in the condensed consolidated statements of operations and comprehensive income.
Revenue Recognition	Revenue Recognition We generate revenue primarily from the sale of merchandise in a Fix. Clients create an online account on our website or mobile app, complete a style profile and order a Fix to be delivered on a specified date. Each Fix represents an offer made by us to the client to purchase merchandise. The client is charged a nonrefundable $20 upfront styling fee before the Fix is shipped. As an alternative to the styling fee, we offer select clients the option to purchase a Style Pass. Style Pass clients pay a $49 nonrefundable annual fee for unlimited Fixes that is credited towards merchandise purchases. If the offer to purchase merchandise is accepted, we charge the client the order amount for the accepted merchandise, net of the upfront styling fee or Style Pass annual fee. For each Fix, acceptance occurs when the client checks out the merchandise on our website or mobile app. We offer a 25% discount to clients who purchase all of the items in the Fix. We recognize revenue through the following steps: (1) identification of the contract, or contracts, with the customer; (2) identification of the performance obligations in the contract; (3) determination of the transaction price; (4) allocation of the transaction price to the performance obligations in the contract; and (5) recognition of revenue when, or as, we satisfy a performance obligation. Both our styling fee and Style Pass arrangements consist of one performance obligation, which is the option to purchase merchandise. The upfront styling fee is not a performance obligation as the styling activity is not distinct within the context of the contract. Similarly, the right to receive multiple options under Style Pass does not provide the customer with material stand-alone value and therefore does not give rise to a separate performance obligation. Both the upfront styling fee and Style Pass annual fee are included in deferred revenue until the performance obligation is satisfied when the client exercises his or her option to purchase merchandise (i.e., upon checkout of a Fix) or when the option(s) to purchase merchandise expire(s). Revenue is recognized when control of the promised goods is transferred to the client. Control is transferred when the client accepts or rejects the offer to purchase merchandise. Upon acceptance by purchasing one or more items within the Fix at checkout, the total amount of the order, including the upfront styling fee, is recognized as revenue. If none of the items within the Fix are accepted at checkout, the upfront styling fee is recognized as revenue at that time. The Style Pass annual fee is recognized at the earlier of (i) the time at which a client accepts and applies the Style Pass fee to an offer to purchase merchandise or (ii) upon expiry of the annual period. Under Style Pass arrangements, if a client does not accept any items within the Fix, the annual fee will continue to be deferred until it is applied to a future purchase or upon expiry of the annual period. If a client would like to exchange an item, we recognize revenue at the time the exchanged item is shipped, which coincides with the transfer of control to the customer. We deduct discounts, sales tax, and estimated refunds to arrive at net revenue. Sales tax collected from clients is not considered revenue and is included in accrued liabilities until remitted to the taxing authorities. All shipping and handling costs are accounted for as fulfillment costs in cost of goods sold and as selling, general, and administrative expense (“SG&A”), respectively, and are therefore not evaluated as a separate performance obligation. Discounts are recorded as a reduction to revenue when the order is accepted. We record a refund reserve based on our historical refund patterns. Our refund reserve, which was included in accrued liabilities in the condensed consolidated balance sheets, was $2.6 million and $2.3 million as of January 26, 2019 , and July 28, 2018 , respectively. The Company has four types of contractual liabilities: (i) cash collections of upfront styling fees, which are included in deferred revenue and are recognized as revenue upon the earlier of application to a merchandise purchase or expiry of the offer, (ii) cash collections of Style Pass annual fees, which are included in deferred revenue and are recognized upon the earlier of application to a merchandise purchase or expiry of the Style Pass annual period, (iii) unredeemed gift cards, which are included in gift card liability and recognized as revenue upon usage or inclusion in gift card breakage estimates, and (iv) referral credits, which are included in other current liabilities and are recognized as revenue when used. We sell gift cards to clients and establish a liability based upon the face value of such gift cards. We reduce the liability and recognize revenue upon usage of the gift card. If a gift card is not used, we will recognize estimated gift card breakage revenue proportionately to customer usage of gift cards over the expected gift card usage period, subject to requirements to remit balances to governmental agencies. All commissions paid to third parties upon issuance of gift cards are recognized in SG&A as incurred, as on average, gift cards are used within a one-year period. Similarly, referral credits that are considered incremental costs of obtaining a contract with a customer are recognized in SG&A when issued, as on average, referral credits are used within a one-year period. Contractual liabilities included in deferred revenue, gift card liability, and other current liabilities were $12.5 million , $9.9 million , and $0.9 million , respectively, at January 26, 2019 , and $8.9 million , $6.8 million , and $2.7 million , respectively, at July 28, 2018 . During the three months ended January 26, 2019 , the Company recognized $ 0.1 million and $ 0.1 million of net revenue included in deferred revenue and gift card liability, respectively, at July 28, 2018 . During the three months ended January 26, 2019 , the Company recognized no net revenue included in other current liabilities at July 28, 2018 . During the six months ended January 26, 2019 , the Company recognized $8.3 million , $0.1 million , and $0.6 million of net revenue included in deferred revenue, gift card liability, and other current liabilities, respectively, at July 28, 2018 . All amounts presented as of July 28, 2018 , are accounted for under Accounting Standards Codification (“ASC”) 605. All amounts presented as of January 26, 2019 , include the transition impact of adopting ASC 606. See “Recently Adopted Accounting Pronouncements” below. Deferred revenue related to upfront styling fees totaled $10.0 million as of January 26, 2019 , and $7.6 million as of July 28, 2018 . Deferred revenue related to Style Pass annual fees totaled $2.5 million as of January 26, 2019 , and $1.1 million as of July 28, 2018 . Deferred revenue related to exchanges totaled zero as of January 26, 2019 , and $0.2 million as of July 28, 2018 . The Company expects deferred revenue for upfront styling fees and Style Pass annual fees to be recognized within one year. On average, gift card liability and other current liabilities are also recognized within one year.
Concentration of Credit Risks	Concentration of Credit Risks We are subject to concentrations of credit risk principally from cash and cash equivalents and investment securities. The majority of our cash is held by three financial institutions within the United States. Our cash balances held by these institutions may exceed federally insured limits. The associated risk of concentration for cash is mitigated by banking with credit-worthy institutions. Our cash equivalents consist of money market funds and commercial paper. The associated risk of concentration for cash equivalents and investments is mitigated by maintaining a diversified portfolio of highly rated instruments.
Recently Issued/Adopted Accounting Pronouncements	Recently Issued Accounting Pronouncements In February 2016, the Financial Accounting Standards Board (“FASB”) issued Accounting Standards Update (“ASU”) No. 2016-02, Leases (Topic 842) (“ASU 2016-02”), which requires lessees to record most leases on their balance sheets but recognize the expenses on their income statements in a manner similar to current practice. ASU 2016-02 states that a lessee would recognize a lease liability for the obligation to make lease payments and a right-to-use asset for the right to use the underlying asset for the lease term. We expect to adopt this standard in the first quarter of fiscal 2020. We are currently evaluating the impact that this standard will have on our consolidated financial statements but we expect that it will result in a substantial increase in our long-term assets and liabilities. In June 2018, the FASB issued ASU No. 2018-07, Compensation—Stock Compensation (Topic 718): Improvements to Nonemployee Share-Based Payment Accounting . Under this ASU, the accounting for awards issued to nonemployees will be similar to the accounting for employee awards. This includes allowing for the measurement of awards at the grant date and recognition of awards with performance conditions when those conditions are probable, both of which are earlier than under current guidance for nonemployee awards. We expect to adopt this standard in the first quarter of fiscal 2020. We are currently evaluating the impact that this standard will have on our consolidated financial statements. Recently Adopted Accounting Pronouncements In May 2014, the FASB issued ASU No. 2014-09, Revenue from Contracts with Customers (Topic 606) (“ASU 2014-09”), which amended the existing FASB Accounting Standards Codification. ASU 2014-09 establishes a principle for recognizing revenue upon the transfer of promised goods or services to customers, in an amount that reflects the expected consideration received in exchange for those goods or services and also provides guidance on the recognition of costs related to obtaining and fulfilling customer contracts. The new guidance may be applied retrospectively to each prior period presented or retrospectively with the cumulative effect recognized as of the date of adoption (“modified retrospective method”). We adopted the standard in the first quarter of fiscal 2019 under the modified retrospective approach. Under the new standard, we recognize estimated gift card breakage revenue proportionately to customer gift card usage over the expected gift card usage period rather than waiting until the likelihood of redemption becomes remote. Further, we recognize revenue related to exchanges upon shipment by us, rather than upon receipt by the customer. In the first quarter of fiscal 2019, the Company recorded a cumulative catch-up adjustment resulting in an increase to opening retained earnings, net of tax, of $0.4 million , comprised of the impact of $0.3 million from the change in revenue recognition related to gift cards and $0.1 million from the recognition of exchanges upon shipment. The impact to net revenue for the three and six months ended January 26, 2019 , was an increase of $0.7 million and $0.8 million , respectively, as a result of adopting the standard. In October 2016, the FASB issued ASU No. 2016-16 , Income Taxes: Intra-Entity Transfers of Assets Other Than Inventory (Topic 740) , which amends existing guidance on the recognition of current and deferred income tax impacts for intra-entity asset transfers other than inventory. We adopted the standard in the first quarter of fiscal 2019 under the modified retrospective approach. As a result, a cumulative adjustment of $0.4 million , net of tax, was recorded to reduce opening retained earnings in connection with adoption of Topic 740. Recently Issued SEC Rules In August 2018, the SEC adopted the final rule under SEC Release No. 33-10532, Disclosure Update and Simplification , amending certain disclosure requirements that were redundant, duplicative, overlapping, outdated, or superseded. In addition, the amendments expanded the disclosure requirements on the analysis of stockholders’ equity for interim financial statements. Under the amendments, an analysis of changes in each caption of stockholders’ equity presented in the balance sheet must be provided in a note or separate statement. This final rule became effective November 5, 2018, and the Company adopted this standard for all periods presented in this Quarterly Report on Form 10-Q, presenting the activity of the convertible preferred stock and stockholders’ equity accounts for each period presented.

Fair Value Measurements (Tables

Fair Value Measurements (Tables)	6 Months Ended
	Jan. 26, 2019
Fair Value Disclosures [Abstract]
Schedule of Amortized Cost, Gross Unrealized Gains (Losses) and Fair Value of Available-for-sale Investments	The following table sets forth the amortized cost, gross unrealized gains, gross unrealized losses and fair values of our short-term and long-term investments accounted for as available-for-sale securities as of January 26, 2019 : January 26, 2019 (in thousands) Amortized Cost Gross Unrealized Gains Gross Unrealized Losses Fair Value Financial Assets: Investments: U.S. Treasury securities $ 39,059 $ 3 $ (3 ) $ 39,059 Commercial paper 41,701 — — 41,701 Asset-backed securities 33,962 4 (14 ) 33,952 Corporate bonds 61,341 58 (14 ) 61,385 Total $ 176,063 $ 65 $ (31 ) $ 176,097
Schedule of Fair Value of Available-for-sale Securities By Contractual Maturity	The following table sets forth the fair value of available-for-sale securities by contractual maturity as of January 26, 2019 : January 26, 2019 (in thousands) One Year or Less Over One Year Through Five Years Over Five Years Total Financial Assets: Investments: U.S. Treasury securities $ 29,090 $ 9,969 $ — $ 39,059 Commercial paper 41,701 — — 41,701 Asset-backed securities 7,559 26,393 — 33,952 Corporate bonds 31,013 30,372 — 61,385 Total $ 109,363 $ 66,734 $ — $ 176,097
Schedule of Short-term and Long-term Investments Accounted for as Available-for-sale Measured at Fair Value on Recurring Basis	The following table sets forth our cash equivalents, and short-term and long-term investments accounted for as available-for-sale securities that were measured at fair value on a recurring basis based on the fair value hierarchy as of January 26, 2019 : January 26, 2019 (in thousands) Level 1 Level 2 Level 3 Total Financial Assets: Cash equivalents: Money market funds $ 949 $ — $ — $ 949 Commercial paper — — — — Investments: U.S. Treasury securities 39,059 — — 39,059 Commercial paper — 41,701 — 41,701 Asset-backed securities — 33,952 — 33,952 Corporate bonds — 61,385 — 61,385 Total $ 40,008 $ 137,038 $ — $ 177,046
Schedule of Changes in Fair Value of Preferred Stock Warrant Liability	The following table sets forth a summary of the changes in the fair value of the preferred stock warrant liability for the six months ended January 27, 2018 (in thousands): (in thousands) For the Six Months Ended January 27, 2018 Balance at July 29, 2017 $ 26,679 Change in fair value (10,685 ) Reclassification of warrant liability to additional paid-in capital upon the initial public offering (15,994 ) Ending Balance at January 27, 2018 $ —

Accrued Liabilities (Tables)

Accrued Liabilities (Tables)	6 Months Ended
	Jan. 26, 2019
Payables and Accruals [Abstract]
Schedule of Accrued Liabilities	Accrued liabilities consisted of the following: (in thousands) January 26, 2019 July 28, 2018 Compensation and related benefits $ 14,009 $ 10,680 Advertising 13,041 10,456 Sales taxes 5,589 7,066 Shipping and freight 9,208 4,801 Accrued accounts payable 8,353 4,567 Inventory purchases 7,541 506 Other 8,339 4,961 Total accrued liabilities $ 66,080 $ 43,037

Accumulated Other Comprehensi_2

Accumulated Other Comprehensive Income (Tables)	6 Months Ended
	Jan. 26, 2019
Equity [Abstract]
Changes in Accumulated Other Comprehensive Loss By Component	The table below presents the changes in AOCI by component and the reclassifications out of AOCI: Changes in Accumulated Other Comprehensive Income (in thousands) Available-for-sale Securities Foreign Currency Translation Total Balance at July 28, 2018 $ — $ — $ — Other comprehensive income before reclassifications (1) 22 119 141 Net change in AOCI 22 119 141 Balance at January 26, 2019 $ 22 $ 119 $ 141 (1) The associated income tax effects for gains / losses on available-for-sale securities were $12 .

Stock-Based Compensation (Table

Stock-Based Compensation (Tables)	6 Months Ended
	Jan. 26, 2019
Disclosure of Compensation Related Costs, Share-based Payments [Abstract]
Summary of Stock Option Activity Under 2011 and 2017 Stock Plan	Stock option activity under the 2011 Plan and 2017 Plan is as follows: Options Outstanding Number of Options Weighted- Average Exercise Price Weighted- Average Remaining Contractual Life (in Years) Aggregate Intrinsic Value (in thousands) Balance – July 28, 2018 9,052,160 $ 11.74 8.23 $ 160,856 Authorized — Granted 817,789 $ 24.43 Exercised (966,677 ) $ 3.30 Cancelled (324,983 ) $ 12.95 Balance – January 26, 2019 8,578,289 $ 13.52 8.08 $ 82,169
Summary of Restricted Stock Units Award Activity	The following table summarizes the restricted stock unit (“RSU”) award activity under the 2017 Plan: Unvested RSUs Class A Common Stock Weighted- Weighted- Aggregate (in thousands) Unvested at July 28, 2018 2,432,326 $ 21.58 3.50 $ 71,778 Granted 1,490,995 $ 32.40 Vested (140,525 ) $ 19.35 Forfeited (210,929 ) $ 21.81 Unvested at January 26, 2019 3,571,867 $ 26.17 3.40 $ 82,439
Summary of Assumptions Used in Black-Scholes Option-Pricing Model to Determine Fair Value of Stock Options	The fair value of stock options granted to employees was estimated at the grant date using the Black-Scholes option-pricing model with the following assumptions: For the Three Months Ended For the Six Months Ended January 26, 2019 January 27, 2018 January 26, 2019 January 27, 2018 Expected term (in years) 5.5 - 6.5 5.4 - 6.6 5.1 - 6.5 5.4 - 6.6 Volatility 42.1 - 42.1% 41.4 - 43.5% 41.7 - 42.1% 41.4 - 43.5% Risk free interest rate 2.9 - 3.0% 2.1 - 2.5% 2.8 - 3.0% 1.9 - 2.5% Dividend yield — % — % — % — %

Income Taxes (Tables)

Income Taxes (Tables)	6 Months Ended
	Jan. 26, 2019
Income Tax Disclosure [Abstract]
Schedule of Effective Tax Rate from Income	The following table summarizes our effective tax rate from income for the periods presented: For the Three Months Ended For the Six Months Ended (in thousands) January 26, 2019 January 27, 2018 January 26, 2019 January 27, 2018 Income before income taxes $ 17,034 $ 17,244 $ 29,450 $ 35,876 Provision for income taxes 5,058 13,603 6,796 18,747 Effective tax rate 29.7 % 78.9 % 23.1 % 52.3 %

Earnings Per Share Attributab_2

Earnings Per Share Attributable to Common Stockholders (Tables)	6 Months Ended
	Jan. 26, 2019
Earnings Per Share [Abstract]
Reconciliation of Numerator and Denominator Used in Calculation of Basic and Diluted EPS	A reconciliation of the numerator and denominator used in the calculation of basic and diluted EPS attributable to common stockholders is as follows: For the Three Months Ended January 26, 2019 January 27, 2018 (in thousands, except share and per share amounts) Class A Class B Class A Class B Numerator: Net income $ 5,166 $ 6,810 $ 312 $ 3,329 Less: noncumulative dividends to preferred stockholders — — (11 ) (122 ) Less: undistributed earnings to participating securities (4 ) (4 ) (41 ) (431 ) Net income attributable to common stockholders - basic 5,162 6,806 260 2,776 Less: change in fair value of preferred stock warrant liability (net of tax) — — (1,614 ) (1,614 ) Add: adjustments to undistributed earnings to participating securities — — 231 211 Reallocation of undistributed earnings as a result of conversion of Class B to Class A shares 6,806 — 2,776 — Reallocation of undistributed earnings to Class B shares — 103 — 147 Net income attributable to common stockholders - diluted $ 11,968 $ 6,909 $ 1,653 $ 1,520 Denominator: Weighted-average shares of common stock - basic 42,956,285 56,633,902 7,075,605 75,363,746 Conversion of Class B to Class A common shares outstanding 56,633,902 — 75,363,746 — Effect of dilutive stock options and restricted stock units 3,227,651 2,721,015 5,295,401 5,271,550 Effect of potentially dilutive preferred stock warrants — — 219,904 219,904 Weighted-average shares of common stock - diluted 102,817,838 59,354,917 87,954,656 80,855,200 Earnings per share attributable to common stockholders: Basic $ 0.12 $ 0.12 $ 0.04 $ 0.04 Diluted $ 0.12 $ 0.12 $ 0.02 $ 0.02 For the Six Months Ended January 26, 2019 January 27, 2018 (in thousands, except share and per share amounts) Class A Class B Class A Class B Numerator: Net income $ 9,220 $ 13,434 $ 1,114 $ 16,015 Less: noncumulative dividends to preferred stockholders — — (50 ) (718 ) Less: undistributed earnings to participating securities (9 ) (13 ) (427 ) (6,140 ) Net income attributable to common stockholders - basic 9,211 13,421 637 9,157 Less: change in fair value of preferred stock warrant liability (net of tax) — — (10,685 ) (10,685 ) Add: adjustments to undistributed earnings to participating securities 1 1 4,421 4,133 Reallocation of undistributed earnings as a result of conversion of Class B to Class A shares 13,421 — 9,157 — Reallocation of undistributed earnings to Class B shares — 182 — 719 Net income attributable to common stockholders - diluted $ 22,633 $ 13,604 $ 3,530 $ 3,324 Denominator: Weighted-average shares of common stock - basic 40,404,333 58,874,266 3,537,803 50,839,664 Conversion of Class B to Class A common shares outstanding 58,874,266 — 50,839,664 — Effect of dilutive stock options and restricted stock units 4,318,717 3,393,581 5,584,167 5,581,484 Effect of potentially dilutive preferred stock warrants — — 637,934 637,934 Weighted-average shares of common stock - diluted 103,597,316 62,267,847 60,599,568 57,059,082 Earnings per share attributable to common stockholders: Basic $ 0.23 $ 0.23 $ 0.18 $ 0.18 Diluted $ 0.22 $ 0.22 $ 0.06 $ 0.06
Schedule of Common Stock Equivalents Excluded from Computation of Diluted Earnings Per Share	The following common stock equivalents were excluded from the computation of diluted earnings per share for the periods presented because including them would have been antidilutive: For the Three Months Ended For the Six Months Ended January 26, 2019 January 27, 2018 January 26, 2019 January 27, 2018 Restricted stock units 1,821,371 177,180 1,601,328 — Stock options to purchase Class A common stock 1,659,061 — 1,214,086 276,769 Stock options to purchase Class B common stock 3,335,064 762,918 389,158 927,366 Total 6,815,496 940,098 3,204,572 1,204,135

Description of Business - Addit

Description of Business - Additional Information (Details) $ / shares in Units, $ in Thousands	Nov. 16, 2017USD ($)classvote$ / sharesshares	Dec. 31, 2017USD ($)$ / sharesshares	Jan. 26, 2019USD ($)	Jan. 27, 2018USD ($)	Nov. 17, 2017shares
Class of Stock [Line Items]
Number of new classes of common stock authorized | class	2
Common stock, conversion ratio	1
Proceeds from initial public offering, net of underwriting discounts paid | $			$ 0	$ 129,046
Preferred stock, shares outstanding (in shares)					0
Preferred stock warrants outstanding (in shares)					0
IPO
Class of Stock [Line Items]
Proceeds from initial public offering, net of underwriting discounts paid | $	$ 110,400
Underwriting discounts | $	6,200
Offering costs | $	$ 3,400
IPO | Class A Common Stock
Class of Stock [Line Items]
Number of votes per share | vote	1
Number of shares issued (in shares)	8,000,000
Price per share (in dollars per share) | $ / shares	$ 15
IPO | Class B Common Stock
Class of Stock [Line Items]
Number of votes per share | vote	10
Number of shares converted as a result of the IPO (in shares)	59,511,055
Outstanding preferred stock warrants exercised (in shares)	1,066,225
Underwriters' Over-Allotment Option | Class A Common Stock
Class of Stock [Line Items]
Number of shares issued (in shares)		1,175,557
Price per share (in dollars per share) | $ / shares		$ 15
Net proceeds after deducting underwriting discounts and expenses | $		$ 16,700

Summary of Significant Accoun_3

Summary of Significant Accounting Policies - Additional Information (Details) - USD ($)		3 Months Ended		6 Months Ended
		Jan. 26, 2019	Jan. 27, 2018	Jan. 26, 2019	Jan. 27, 2018	Oct. 27, 2018	Jul. 29, 2018	Jul. 28, 2018
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Nonrefundable upfront styling fee				$ 20
Nonrefundable annual fee				$ 49
Discount for purchase of all items In shipment				25.00%
Refund reserve		$ 2,600,000		$ 2,600,000				$ 2,300,000
Contractual liabilities		12,496,000		12,496,000				8,870,000
Cumulative effect of adopting accounting standards	[1]						$ 35,000
Increase in net revenue		370,280,000	$ 295,906,000	736,516,000	$ 591,469,000
Upfront Styling Fees
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Contractual liabilities		10,000,000		10,000,000				7,600,000
Style Pass annual fees
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Contractual liabilities		2,500,000		2,500,000				1,100,000
Exchanges
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Contractual liabilities		0		0				200,000
Difference between Revenue Guidance in Effect before and after Topic 606 | Accounting Standards Update 2014-09
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Increase in net revenue		700,000		800,000
Deferred revenue
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Contractual liabilities		12,500,000		12,500,000				8,900,000
Revenue recognized		100,000		8,300,000
Gift card liability
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Contractual liabilities		9,900,000		9,900,000				6,800,000
Revenue recognized		100,000		100,000
Other current liabilities
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Contractual liabilities		900,000		900,000				$ 2,700,000
Revenue recognized		$ 0		$ 600,000
Retained Earnings
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Cumulative effect of adopting accounting standards	[1]						35,000
Retained Earnings | Accounting Standards Update 2014-09
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Cumulative effect of adopting accounting standards							400,000
Retained Earnings | Accounting Standards Update 2014-09 | Exchanges
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Cumulative effect of adopting accounting standards							100,000
Retained Earnings | Accounting Standards Update 2014-09 | Gift cards
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Cumulative effect of adopting accounting standards							$ 300,000
Retained Earnings | Accounting Standards Update 2016-16
Revenue, Initial Application Period Cumulative Effect Transition [Line Items]
Cumulative effect of adopting accounting standards						$ (400,000)
[1]	See Note 2, Summary of Significant Accounting Policies, of the Notes to the Condensed Consolidated Financial Statements for more details on the cumulative effect of adopting accounting standards.

Fair Value Measurements - Addit

Fair Value Measurements - Additional Information (Details)	Jul. 28, 2018USD ($)
Fair Value Disclosures [Abstract]
Financial instruments measured at fair value	$ 0

Fair Value Measurements - Fair

Fair Value Measurements - Fair Value of Available-for-sale Securities (Details) $ in Thousands	Jan. 26, 2019USD ($)
Debt Securities, Available-for-sale [Line Items]
Amortized Cost	$ 176,063
Gross Unrealized Gains	65
Gross Unrealized Losses	(31)
Fair Value	176,097
U.S. Treasury securities
Debt Securities, Available-for-sale [Line Items]
Amortized Cost	39,059
Gross Unrealized Gains	3
Gross Unrealized Losses	(3)
Fair Value	39,059
Commercial paper
Debt Securities, Available-for-sale [Line Items]
Amortized Cost	41,701
Gross Unrealized Gains	0
Gross Unrealized Losses	0
Fair Value	41,701
Asset-backed securities
Debt Securities, Available-for-sale [Line Items]
Amortized Cost	33,962
Gross Unrealized Gains	4
Gross Unrealized Losses	(14)
Fair Value	33,952
Corporate bonds
Debt Securities, Available-for-sale [Line Items]
Amortized Cost	61,341
Gross Unrealized Gains	58
Gross Unrealized Losses	(14)
Fair Value	$ 61,385

Fair Value Measurements - Fai_2

Fair Value Measurements - Fair Value of Available-for-Sale Securities by Contractual Maturity (Details) $ in Thousands	Jan. 26, 2019USD ($)
Debt Securities, Available-for-sale [Line Items]
One Year or Less	$ 109,363
Over One Year Through Five Years	66,734
Over Five Years	0
Total	176,097
U.S. Treasury securities
Debt Securities, Available-for-sale [Line Items]
One Year or Less	29,090
Over One Year Through Five Years	9,969
Over Five Years	0
Total	39,059
Commercial paper
Debt Securities, Available-for-sale [Line Items]
One Year or Less	41,701
Over One Year Through Five Years	0
Over Five Years	0
Total	41,701
Asset-backed securities
Debt Securities, Available-for-sale [Line Items]
One Year or Less	7,559
Over One Year Through Five Years	26,393
Over Five Years	0
Total	33,952
Corporate bonds
Debt Securities, Available-for-sale [Line Items]
One Year or Less	31,013
Over One Year Through Five Years	30,372
Over Five Years	0
Total	$ 61,385

Fair Value Measurements - Sched

Fair Value Measurements - Schedule of Financial Instruments Measured at Fair Value on Recurring Basis Based on Fair Value Hierarchy (Details) $ in Thousands	Jan. 26, 2019USD ($)
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	$ 176,097
Assets at fair value	177,046
Level 1
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Assets at fair value	40,008
Level 2
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Assets at fair value	137,038
Level 3
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Assets at fair value	0
U.S. Treasury securities
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	39,059
U.S. Treasury securities | Level 1
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	39,059
U.S. Treasury securities | Level 2
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	0
U.S. Treasury securities | Level 3
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	0
Commercial paper
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	41,701
Commercial paper | Level 1
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	0
Commercial paper | Level 2
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	41,701
Commercial paper | Level 3
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	0
Asset-backed securities
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	33,952
Asset-backed securities | Level 1
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	0
Asset-backed securities | Level 2
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	33,952
Asset-backed securities | Level 3
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	0
Corporate bonds
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	61,385
Corporate bonds | Level 1
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	0
Corporate bonds | Level 2
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	61,385
Corporate bonds | Level 3
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Investments at fair value	0
Money market funds | Cash equivalents
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Cash equivalents at fair value	949
Money market funds | Cash equivalents | Level 1
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Cash equivalents at fair value	949
Money market funds | Cash equivalents | Level 2
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Cash equivalents at fair value	0
Money market funds | Cash equivalents | Level 3
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Cash equivalents at fair value	0
Commercial paper | Cash equivalents
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Cash equivalents at fair value	0
Commercial paper | Cash equivalents | Level 1
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Cash equivalents at fair value	0
Commercial paper | Cash equivalents | Level 2
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Cash equivalents at fair value	0
Commercial paper | Cash equivalents | Level 3
Fair Value, Assets and Liabilities Measured on Recurring and Nonrecurring Basis [Line Items]
Cash equivalents at fair value	$ 0

Fair Value Measurements - Sch_2

Fair Value Measurements - Schedule of Changes in Fair Value of Preferred Stock Warrant Liability (Details) $ in Thousands	6 Months Ended
	Jan. 27, 2018USD ($)
Fair Value, Liabilities Measured on Recurring Basis, Unobservable Input Reconciliation, Calculation
Balance at July 29, 2017	$ 26,679
Change in fair value	(10,685)
Reclassification of warrant liability to additional paid-in capital upon the initial public offering	(15,994)
Ending Balance at January 27, 2018	$ 0

Accrued Liabilities - Schedule

Accrued Liabilities - Schedule of Accrued Liabilities (Details) - USD ($) $ in Thousands	Jan. 26, 2019	Jul. 28, 2018
Payables and Accruals [Abstract]
Compensation and related benefits	$ 14,009	$ 10,680
Advertising	13,041	10,456
Sales taxes	5,589	7,066
Shipping and freight	9,208	4,801
Accrued accounts payable	8,353	4,567
Inventory purchases	7,541	506
Other	8,339	4,961
Total accrued liabilities	$ 66,080	$ 43,037

Preferred Stock Warrant Liabi_2

Preferred Stock Warrant Liability (Details)	24 Months Ended
	Dec. 31, 2013$ / sharesshares
Class of Stock [Line Items]
Warrant term	10 years
2012 Financing Arrangements | Series Seed Convertible Preferred Stock
Class of Stock [Line Items]
Outstanding preferred stock warrants exercised (in shares) | shares	375,230
Exercise price of warrants (in dollars per share) | $ / shares	$ 0.1066
2012 Financing Arrangements | Series A Convertible Preferred Stock
Class of Stock [Line Items]
Outstanding preferred stock warrants exercised (in shares) | shares	66,265
Exercise price of warrants (in dollars per share) | $ / shares	$ 0.22636
2013 Financing Arrangements | Series A1 Convertible Preferred Stock
Class of Stock [Line Items]
Outstanding preferred stock warrants exercised (in shares) | shares	624,730
Exercise price of warrants (in dollars per share) | $ / shares	$ 0.2401
2013 Financing Arrangements | Series B Convertible Preferred Stock
Class of Stock [Line Items]
Outstanding preferred stock warrants exercised (in shares) | shares	308,315
Exercise price of warrants (in dollars per share) | $ / shares	$ 0.486516

Commitments and Contingencies -

Commitments and Contingencies - Additional Information (Details) $ in Millions	Oct. 12, 2018USD ($)	Dec. 10, 2018lawsuit
Commitments and Contingencies Disclosure [Abstract]
Term of operating lease	5 years
Minimum term of operating lease	2 years
Length of notice required to terminate operating lease	6 months
Future minimum operating lease payments | $	$ 11.1
Number of lawsuits		4
Number of expected consolidated lawsuits		1

Accumulated Other Comprehensi_3

Accumulated Other Comprehensive Income (Details) - USD ($) $ in Thousands	3 Months Ended		6 Months Ended
	Jan. 26, 2019	Jan. 27, 2018	Jan. 26, 2019	Jan. 27, 2018
Changes in Accumulated Other Comprehensive Income (Loss) By Component
Stockholders' equity, beginning balance	$ 333,503	$ 78,267	$ 315,072	$ 61,861
Other comprehensive income (loss) before reclassifications			141
Total other comprehensive income, net of tax	197	0	141	0
Stockholders' equity, ending balance	353,289	271,097	353,289	271,097
Tax benefit for gains and losses on available-for-sale securities			12
Available-for-sale Securities
Changes in Accumulated Other Comprehensive Income (Loss) By Component
Stockholders' equity, beginning balance			0
Other comprehensive income (loss) before reclassifications			22
Total other comprehensive income, net of tax			22
Stockholders' equity, ending balance	22		22
Foreign Currency Translation
Changes in Accumulated Other Comprehensive Income (Loss) By Component
Stockholders' equity, beginning balance			0
Other comprehensive income (loss) before reclassifications			119
Total other comprehensive income, net of tax			119
Stockholders' equity, ending balance	119		119
Accumulated Other Comprehensive Income
Changes in Accumulated Other Comprehensive Income (Loss) By Component
Stockholders' equity, beginning balance	(56)	0	0	0
Total other comprehensive income, net of tax	197		141
Stockholders' equity, ending balance	$ 141	$ 0	$ 141	$ 0

Stock-Based Compensation - Addi

Stock-Based Compensation - Additional Information (Details) - USD ($)	1 Months Ended	3 Months Ended		6 Months Ended		12 Months Ended
	Jul. 31, 2017	Jan. 26, 2019	Jan. 27, 2018	Jan. 26, 2019	Jan. 27, 2018	Jul. 28, 2018
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Weighted-average grant date fair value of options (in dollars per share)				$ 11.03	$ 7.65
Unrecognized compensation expense related to unvested options and RSU’s, net of estimated forfeitures		$ 135,000,000		$ 135,000,000
Unrecognized compensation expense related to unvested options weighted average recognition period				3 years 1 month 21 days
Employees
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Stock-based compensation expense		$ 8,100,000	$ 3,100,000	$ 14,700,000	$ 5,100,000
Stock Options | Certain Members of Executive Management Team
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Options vesting term	24 months
Aggregate grant-date fair value of option awards	$ 14,000,000
Stock based compensation expense related to prior periods	$ 0					$ 500,000
Stock Options | Certain Members of Executive Management Team | Class B Common Stock
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Options granted (in shares)	1,097,463
2011 Equity Incentive Plan | Stock Options
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Remaining vesting after first anniversary of grant date				3 years
Options exercisable period				10 years
2011 Equity Incentive Plan | Stock Options | First Anniversary
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Employee stock options vesting percentage				25.00%
2011 Equity Incentive Plan | Stock Options | Second Anniversary
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Employee stock options vesting percentage				25.00%
2011 Equity Incentive Plan | Stock Options | Third Anniversary
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Employee stock options vesting percentage				25.00%
2011 Equity Incentive Plan | Stock Options | Fourth Anniversary
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Employee stock options vesting percentage				25.00%
2017 Incentive Plan
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Number of shares authorized for issuance (in shares)		28,423,374		28,423,374
Number of shares available for grant (in shares)		1,970,751		1,970,751

Stock-Based Compensation - Summ

Stock-Based Compensation - Summary of Stock Option Activity Under 2011 and 2017 Stock Plan (Details) - 2011 and 2017 Plans $ / shares in Units, $ in Thousands	6 Months Ended	12 Months Ended
	Jan. 26, 2019USD ($)$ / sharesshares	Jul. 28, 2018USD ($)$ / sharesshares
Number of Options
Outstanding, beginning balance (in shares) | shares	9,052,160
Granted (in shares) | shares	817,789
Exercised (in shares) | shares	(966,677)
Cancelled (in shares) | shares	(324,983)
Outstanding, ending balance (in shares) | shares	8,578,289	9,052,160
Weighted- Average Exercise Price
Outstanding, beginning balance (in dollars per share) | $ / shares	$ 11.74
Granted (in dollars per share) | $ / shares	24.43
Exercised (in dollars per share) | $ / shares	3.30
Cancelled (in dollars per share) | $ / shares	12.95
Outstanding, ending balance (in dollars per share) | $ / shares	$ 13.52	$ 11.74
Weighted- Average Remaining Contractual Life (in Years)
Outstanding, weighted-average remaining contractual life	8 years 1 month	8 years 2 months 23 days
Aggregate Intrinsic Value (in thousands)
Outstanding, aggregate intrinsic value | $	$ 82,169	$ 160,856

Stock-Based Compensation - Su_2

Stock-Based Compensation - Summary of Restricted Stock Units Award Activity (Details) - Class A Common Stock - Restricted stock units - USD ($) $ / shares in Units, $ in Thousands	6 Months Ended	12 Months Ended
	Jan. 26, 2019	Jul. 28, 2018
Class A Common Stock
Unvested, beginning balance (in shares)	2,432,326
Granted (in shares)	1,490,995
Vested (in shares)	(140,525)
Forfeited (in shares)	(210,929)
Unvested, ending balance (in shares)	3,571,867	2,432,326
Weighted- Average Grant Date Fair Value
Unvested, beginning balance (in dollars per share)	$ 21.58
Granted (in dollars per share)	32.40
Vested (in dollars per share)	19.35
Forfeited (in dollars per share)	21.81
Unvested, ending balance (in dollars per share)	$ 26.17	$ 21.58
Weighted- Average Remaining Contractual Life (in Years)
Unvested, weighted-average remaining contractual life	3 years 4 months 25 days	3 years 6 months
Aggregate Intrinsic Value (in thousands)
Unvested, aggregate intrinsic value	$ 82,439	$ 71,778

Stock-Based Compensation - Su_3

Stock-Based Compensation - Summary of Assumptions Used in Black-Scholes Option-Pricing Model to Determine Fair Value of Stock Options (Details)	3 Months Ended		6 Months Ended
	Jan. 26, 2019	Jan. 27, 2018	Jan. 26, 2019	Jan. 27, 2018
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Volatility, minimum	42.10%	41.40%	41.70%	41.40%
Volatility, maximum	42.10%	43.50%	42.10%	43.50%
Risk free interest rate, minimum	2.90%	2.10%	2.80%	1.90%
Risk free interest rate, maximum	3.00%	2.50%	3.00%	2.50%
Dividend yield	0.00%	0.00%	0.00%	0.00%
Minimum
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Expected term (in years)	5 years 6 months	5 years 4 months 24 days	5 years 1 month 6 days	5 years 4 months 24 days
Maximum
Share-based Compensation Arrangement by Share-based Payment Award [Line Items]
Expected term (in years)	6 years 6 months	6 years 7 months 6 days	6 years 6 months	6 years 7 months 6 days

Income Taxes - Schedule of Effe

Income Taxes - Schedule of Effective Tax Rate from Income (Details) - USD ($) $ in Thousands	3 Months Ended		6 Months Ended
	Jan. 26, 2019	Jan. 27, 2018	Jan. 26, 2019	Jan. 27, 2018
Income Tax Disclosure [Abstract]
Income before income taxes	$ 17,034	$ 17,244	$ 29,450	$ 35,876
Provision for income taxes	$ 5,058	$ 13,603	$ 6,796	$ 18,747
Effective tax rate	29.70%	78.90%	23.10%	52.30%

Income Taxes - Additional Infor

Income Taxes - Additional Information (Details) $ in Millions	12 Months Ended
	Jul. 28, 2018USD ($)
Income Tax Disclosure [Abstract]
Increase in income tax expense as a result of remeasurement of net deferred tax assets	$ 6.7

Earnings Per Share Attributab_3

Earnings Per Share Attributable to Common Stockholders - Additional Information (Details)	Nov. 16, 2017classvote
Earnings Per Share, Diluted, by Common Class, Including Two Class Method [Line Items]
Number of new classes of common stock authorized | class	2
Common stock, conversion ratio	1
IPO | Class A Common Stock
Earnings Per Share, Diluted, by Common Class, Including Two Class Method [Line Items]
Number of votes per share	1
IPO | Class B Common Stock
Earnings Per Share, Diluted, by Common Class, Including Two Class Method [Line Items]
Number of votes per share	10

Earnings Per Share Attributab_4

Earnings Per Share Attributable to Common Stockholders - Reconciliation of Numerator and Denominator Used in Calculation of Basic and Diluted EPS (Details) - USD ($) $ / shares in Units, $ in Thousands	3 Months Ended		6 Months Ended
	Jan. 26, 2019	Jan. 27, 2018	Jan. 26, 2019	Jan. 27, 2018
Numerator:
Net income	$ 11,976	$ 3,641	$ 22,654	$ 17,129
Net income attributable to common stockholders - basic	11,968	3,036	22,632	9,794
Net income attributable to common stockholders - diluted	$ 11,968	$ 1,653	$ 22,633	$ 3,530
Denominator:
Weighted-average shares of common stock - basic (in shares)	99,590,187	82,439,351	99,278,599	54,377,466
Weighted-average shares of common stock - diluted (in shares)	102,817,838	87,954,656	103,597,316	60,599,568
Earnings per share attributable to common stockholders:
Basic (in dollars per share)	$ 0.12	$ 0.04	$ 0.23	$ 0.18
Diluted (in dollars per share)	$ 0.12	$ 0.02	$ 0.22	$ 0.06
Class A Common Stock
Numerator:
Net income	$ 5,166	$ 312	$ 9,220	$ 1,114
Less: noncumulative dividends to preferred stockholders	0	(11)	0	(50)
Less: undistributed earnings to participating securities	(4)	(41)	(9)	(427)
Net income attributable to common stockholders - basic	5,162	260	9,211	637
Less: change in fair value of preferred stock warrant liability (net of tax)	0	(1,614)	0	(10,685)
Add: adjustments to undistributed earnings to participating securities	0	231	1	4,421
Reallocation of undistributed earnings as a result of conversion of Class B to Class A shares	6,806	2,776	13,421	9,157
Reallocation of undistributed earnings to Class B shares	0	0	0	0
Net income attributable to common stockholders - diluted	$ 11,968	$ 1,653	$ 22,633	$ 3,530
Denominator:
Weighted-average shares of common stock - basic (in shares)	42,956,285	7,075,605	40,404,333	3,537,803
Conversion of Class B to Class A common shares outstanding (in shares)	56,633,902	75,363,746	58,874,266	50,839,664
Effect of dilutive stock options and restricted stock units (in shares)	3,227,651	5,295,401	4,318,717	5,584,167
Effect of potentially dilutive preferred stock warrants (in shares)	0	219,904	0	637,934
Weighted-average shares of common stock - diluted (in shares)	102,817,838	87,954,656	103,597,316	60,599,568
Earnings per share attributable to common stockholders:
Basic (in dollars per share)	$ 0.12	$ 0.04	$ 0.23	$ 0.18
Diluted (in dollars per share)	$ 0.12	$ 0.02	$ 0.22	$ 0.06
Class B Common Stock
Numerator:
Net income	$ 6,810	$ 3,329	$ 13,434	$ 16,015
Less: noncumulative dividends to preferred stockholders	0	(122)	0	(718)
Less: undistributed earnings to participating securities	(4)	(431)	(13)	(6,140)
Net income attributable to common stockholders - basic	6,806	2,776	13,421	9,157
Less: change in fair value of preferred stock warrant liability (net of tax)	0	(1,614)	0	(10,685)
Add: adjustments to undistributed earnings to participating securities	0	211	1	4,133
Reallocation of undistributed earnings as a result of conversion of Class B to Class A shares	0	0	0	0
Reallocation of undistributed earnings to Class B shares	103	147	182	719
Net income attributable to common stockholders - diluted	$ 6,909	$ 1,520	$ 13,604	$ 3,324
Denominator:
Weighted-average shares of common stock - basic (in shares)	56,633,902	75,363,746	58,874,266	50,839,664
Conversion of Class B to Class A common shares outstanding (in shares)	0	0	0	0
Effect of dilutive stock options and restricted stock units (in shares)	2,721,015	5,271,550	3,393,581	5,581,484
Effect of potentially dilutive preferred stock warrants (in shares)	0	219,904	0	637,934
Weighted-average shares of common stock - diluted (in shares)	59,354,917	80,855,200	62,267,847	57,059,082
Earnings per share attributable to common stockholders:
Basic (in dollars per share)	$ 0.12	$ 0.04	$ 0.23	$ 0.18
Diluted (in dollars per share)	$ 0.12	$ 0.02	$ 0.22	$ 0.06

Earnings Per Share Attributab_5

Earnings Per Share Attributable to Common Stockholders - Schedule of Common Stock Equivalents Excluded from Computation of Diluted Earnings (Loss) Per Share (Details) - shares	3 Months Ended		6 Months Ended
	Jan. 26, 2019	Jan. 27, 2018	Jan. 26, 2019	Jan. 27, 2018
Antidilutive Securities Excluded from Computation of Earnings Per Share [Line Items]
Antidilutive securities excluded from computation of diluted earnings (loss) per share	6,815,496	940,098	3,204,572	1,204,135
Restricted stock units
Antidilutive Securities Excluded from Computation of Earnings Per Share [Line Items]
Antidilutive securities excluded from computation of diluted earnings (loss) per share	1,821,371	177,180	1,601,328	0
Stock Options | Class A Common Stock
Antidilutive Securities Excluded from Computation of Earnings Per Share [Line Items]
Antidilutive securities excluded from computation of diluted earnings (loss) per share	1,659,061	0	1,214,086	276,769
Stock Options | Class B Common Stock
Antidilutive Securities Excluded from Computation of Earnings Per Share [Line Items]
Antidilutive securities excluded from computation of diluted earnings (loss) per share	3,335,064	762,918	389,158	927,366

Subsequent Events (Details)

Subsequent Events (Details) ft² in Thousands, $ in Millions	Feb. 20, 2019USD ($)ft²	Oct. 12, 2018USD ($)
Subsequent Event [Line Items]
Future minimum operating lease payments | $		$ 11.1
Subsequent event
Subsequent Event [Line Items]
Increase in area of lease property (in sq ft) | ft²	174
Area of lease property (in sq ft) | ft²	490
Lease term extension	18 months
Future minimum operating lease payments | $	$ 10