What the filings state
Beyond the income statement, these are the figures the reports give, in their own words.
- Revolve Group: average order value $299
Our average order value was $299 in 2025
Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab) - Lulu's Fashion Lounge: average order value $140
Average Order Value $140 $137 $133
Form 10-K for the year ended 28 December 2025, read 13 October 2026 (opens in a new tab) - a.k.a. Brands: average order value $77
a decrease in our average order value of 3%, from $79 in 2024 to $77 in 2025
Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab) - a.k.a. Brands: return rate 18.3%
our sales return rates across our brands, which was well below industry average in 2025 at approximately 18.3%
Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab) - Revolve Group: fulfilment cost as a share of sales 3.2% (fulfillment expenses)
Fulfillment expenses $39,509 $37,389 $2,120 5.7% Percentage of net sales 3.2% 3.3%
Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab) - a.k.a. Brands: fulfilment cost as a share of sales 11.4% (shipping and handling, with returned freight)
The amount of shipping and handling costs included in selling expenses, inclusive of outbound shipping and returned freight costs, was $68.5 million
Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)
Use these figures
Open a calculator with this vertical’s figures already entered, then replace them with your own.
- Free shipping threshold calculator, at this vertical's median gross margin48.6% as the margin on product revenue. Gross margin is before picking and card fees, so lower it by yours.
- Gift with purchase calculator, on online fashion brands' figures$77.00 average order, unit cost $32.88, a tote bag at $6.41, 18.3% refund reserve.
Offers priced on these costs, with their sources and the offer document for each:
How to read them
Gross profit divided by revenue, both from the income statement of the annual report. Companies differ in what they put in cost of sales: some include store occupancy, warehousing or shipping to the customer, others report those below gross profit. Read a company's margin next to its own accounting policy before comparing two.
The median of these 4 companies is 48.6%, between Lulu's Fashion Lounge at 43.2% and a.k.a. Brands at 57.3%. They are whole companies, most with stores or wholesale beside their own site, so treat the figures as reference points for your own costs.