Ten Little
Ten Little is a New York-based direct-to-consumer children's footwear brand that designs and sells APMA-approved, barefoot-inspired shoes organized by developmental stage for health-conscious parents of children aged 0-12, and has expanded into a broader children's lifestyle marketplace via its Adventure Shop.
- Company typePrivate
- Founded2020
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Ten Little does
Ten Little is a New York-based direct-to-consumer children's footwear and lifestyle brand founded in 2019/2020 (launched February 2020) by Fatma Collins (CEO) and Julie Rogers (COO). The company designs and sells children's shoes organized by developmental stage (Prewalkers 0-18M, First Walkers, Little Kids, Big Kids) and style (sneakers, sandals, boots, flats, booties), anchored by its proprietary TenForm™ Fit System, which combines wide foot-shaped toe boxes, zero-drop flexible outsoles, removable interactive insoles, and non-toxic PETA-approved vegan materials. The brand has earned the APMA Seal of Acceptance from the American Podiatric Medical Association and leans heavily on pediatrician and podiatrist endorsements (Dr. Tanya Altmann, FAAP; Dr. Farah Alani, DPM) plus earned media coverage (NYT Wirecutter, Forbes, Vogue, Good Housekeeping) for credibility. The product portfolio has expanded beyond footwear into the Adventure Shop, curating apparel (swimwear, outerwear), toys, scooters, sunglasses, and accessories from partner brands such as Micro Kickboard, Roshambo, Tegu, and Snapper Rock.
The business operates primarily through its own Shopify-based e-commerce site (tenlittle.com) selling shoes at $42-$59 with accessory add-ons, supported by a $39/year TL Membership subscription that delivers 10% discount, free shipping, and early access to launches. Distribution is supplemented by a wholesale channel and gift cards ($25-$150). Go-to-market emphasizes medical credibility (doctor endorsements, APMA certification), parent testimonials and influencer content on social media, expert-vetted editorial content, and personalized shopping tools (Fit Finder Quiz, size-up reminders based on child birth month). The company has raised approximately $7.63M across an early round (Dec 2019, $2.63M led by NextView Ventures) and a seed round (June 2021, $5M led by Kindred Ventures) with participation from 2048 Ventures, Company Ventures, NextView Ventures, Roosh Ventures, Alumni Ventures, Brooklyn Bridge Ventures, Everywhere Ventures, Gutter Capital, and Secocha Ventures. Operations remain US-only with a stated '700,000 Little Feet' served and a notably lean team of 1-10 employees, indicating asset-light manufacturing and high capital efficiency.
The company's core value proposition addresses a documented problem that '2 out of 3 kids are wearing the wrong shoe size' and '60% of kids lose some anatomical health in their feet by age six due to improper shoes.' Ten Little targets health-conscious parents of children aged 0-12 who are willing to pay a premium for developmentally appropriate, podiatrist-vetted footwear. The retail footprint is exclusively DTC, with no physical store presence and operations limited to the United States. The strategic position sits at the intersection of pediatric podiatric health, sustainability, and parent convenience, with the Adventure Shop extending the platform into a broader children's lifestyle marketplace that diversifies revenue per customer while leveraging the existing trust and personalization infrastructure.
Ten Little firmographics
Firmographics- Name
- Ten Little
- Legal name
- Ten Little
- Website
- https://tenlittle.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Ten Little is a New York-based direct-to-consumer children's footwear brand that designs and sells APMA-approved, barefoot-inspired shoes organized by developmental stage for health-conscious parents of children aged 0-12, and has expanded into a broader children's lifestyle marketplace via its Adventure Shop.
- Ownership category
- akta.pro rank
Ten Little industry classification
Industry- Product category
- Children's Footwear
- NAICS
- Shoe Retailers (45821)
- SIC
- Retail-Shoe Stores (5661)
- akta.pro primary industry
- Children’s & Baby Footwear Retail (CRAAADAF)
Keywords
Where Ten Little is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Ten Little business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct Product Sales: Ten Little generates revenue primarily through direct-to-consumer sales of children's footwear and accessories via its e-commerce platform. Products include shoes (sneakers, sandals, boots, flats, booties), apparel, and accessories sold at price points ranging from $42-$59 for shoes.
- Membership Subscription: Annual membership program priced at $39/year offering 10% discount on all products, free standard shipping with no minimum purchase, exclusive access to product launches, and savings guarantee. Membership auto-renews annually.
- Gift Cards: Physical and digital gift cards sold in denominations from $25 to $150, providing flexible gifting options for customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard footwear pricing for non-members |
| Subscription | Annual | TL Membership annual subscription |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Ten Little product offering
Product offeringCore offering
Ten Little is a direct-to-consumer children's footwear brand that designs and sells APMA-approved shoes for babies, toddlers, and kids using its proprietary TenForm™ Fit System. The product line is organized by developmental stage (Prewalkers 0-18M, First Walkers sizes 3-6, Little Kids sizes 6-13, Big Kids sizes 13.5-4Y) and includes sneakers, sandals, boots, flats, and booties made with non-toxic, PETA-approved vegan materials, plus apparel, accessories, and toys via its Adventure Shop.
Product overview
Ten Little is a direct-to-consumer children's footwear and lifestyle brand built around its proprietary TenForm™ Fit System, which combines wide foot-shaped toe boxes, zero-drop flexible soles, and non-toxic materials to support healthy pediatric foot development. The core offering consists of APMA-approved shoes organized by developmental stages (Prewalkers for babies 0-18M, First Walkers for sizes 3-6, Little Kids for sizes 6-13, Big Kids for sizes 13.5-4Y) and styles (sneakers, sandals, boots, flats), with signature products including the Everyday Original, Splash Sandals featuring SplashLite™ technology, and Eco Canvas Sneakers. The platform extends through its Adventure Shop into curated apparel (swimwear, outerwear, everyday wear) and age-appropriate toys and gear from vetted partner brands like Micro Kickboard, Tegu, and Roshambo. The TL Membership program provides recurring revenue through a subscription model offering 10% discounts, free shipping, and exclusive access to new launches. The Fit Finder Quiz personalizes the shopping experience by recommending correct sizing across brands, with size-up reminders delivered via text and email. The company positions itself at the intersection of pediatric podiatric health, sustainability (PETA-approved vegan, recycled materials), and parental convenience.
Differentiator
Problem solved
Functional benefit
Products and services
- Ten Little Shoes APMA-approved children's shoes organized by developmental stage (Prewalkers 0-18M, First Walkers sizes 3-6, Little Kids sizes 6-13, Big Kids sizes 13.5-4Y) and style (sneakers, sandals, boots, flats, booties), built on the proprietary TenForm™ Fit System with wide foot-shaped toe boxes, zero-drop flexible soles, and non-toxic PETA-approved vegan materials.
- TL Membership Annual subscription program priced at $39/year offering 10% off all products, free standard shipping with no minimum purchase, exclusive access to product launches, and a savings guarantee; auto-renews annually.
- Splash Sandals Water-friendly adjustable sandals featuring the SplashLite™ System with quick-drying non-toxic EVA, closed toe box, supportive heel cup, and non-skid outsoles for warm-weather adventures.
- Eco Canvas Sneakers Lightweight everyday sneakers crafted from 100% recycled cotton canvas with natural rubber toe caps and outsoles, featuring the TenForm™ Fit System for healthy foot development.
- Everyday Original Signature everyday sneakers with vegan leather upper, breathable cotton lining, high-traction natural rubber outsoles, and removable Spot the Cheetah interactive insoles. Recognized with a 2025 Good Housekeeping Parenting Award.
- Eco Canvas Mary Janes
- Splash Sandal Charms Personalizable silicone charms in various designs (rainbow, rocket ship, daisy, smiley, peace, ice cream) that slide onto Splash Sandal straps for customization.
- Socks Soft, breathable cotton socks designed in three sizes mapped to Ten Little shoe sizes, made longer to accommodate shrinking during washing.
- Heart Sunglasses (Ten Little x Roshambo) Collaboration with Roshambo featuring heart-shaped, ultra-lightweight flexible sunglasses made in Italy with polarized shatter-resistant lenses providing 100% UVA/B/C protection.
- Hooded Towel Absorbent hooded towels for children available in various stripe color combinations for post-swim use.
- Recycled Backpack Backpacks made from recycled materials available in 12-inch and 15-inch sizes with various color combinations.
- Bucket Hats Sun-protective bucket hats available in cotton and AquaDry water-resistant materials in various prints and solid colors.
- Magnetic Wooden Blocks (Tegu) Tegu magnetic wooden building blocks and travel pouches for creative play and developmental learning.
- Magic Water Reusable Color-in Pad Reusable water-coloring activity pads featuring Spot the Cheetah and other designs that reveal colors when painted with water, promoting creative play.
- Mini Deluxe LED Scooter (Micro Kickboard) Micro Kickboard LED scooter with light-up wheels, foldable design, and adjustable handlebar suitable for young children (Swiss-designed).
- Insulated Lunch Box Insulated lunch containers and stainless steel tumblers from brands like Bentgo and Owala for keeping food and drinks at proper temperatures.
- Gift Cards Physical and digital gift cards available in denominations from $25 to $150, redeemable on all products sitewide.
Quantifiable outcome
- 60% of kids lose some anatomical health in their feet by age six due to improper shoes
- +3 more outcomes
Companies that use Ten Little
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Ten Little technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Ten Little partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- RoshambocoreTen Little x Roshambo collaboration featuring heart-shaped sunglasses and round sunglasses designed in Italy. Products feature polarized shatter-resistant lenses with 100% UVA/B/C protection, flexible materials, and optional strap kits for secure fit.
- Micro KickboardcorePartnership offering Mini Deluxe LED Scooters and Maxi Deluxe Foldable LED Scooters. Swiss-designed scooters suitable for children from 12 months to 12 years.
- Dr. Tanya Altmann, MD, FAAPminorCelebrity pediatrician and author providing endorsement: 'Ten Little is the solution parents and pediatricians have been waiting for–shoes that fit perfectly and support proper foot growth.'
- Dr. Farah Alani, DPMminorPodiatrist endorsement: 'Ten Little shoes are comfortable, fun, stylish, and most importantly, will nurture healthy development for your child's growing feet.'
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Ten Little competitors and assessment
Company assessmentDirect peers
- Pediped: Pediped is a direct competitor in the healthy/pediatric-recommended children's footwear space, offering shoes designed by podiatrists with similar developmental-stage segmentation. It competes head-to-head with Ten Little for parents seeking medically-endorsed kids' shoes.
- See Kai Run: See Kai Run makes flexible, foot-healthy children's shoes with pediatrician and podiatrist recommendations. It targets the same health-conscious parent segment as Ten Little with overlapping price points ($40-$70) and stage-based sizing.
- Freshly Picked: Freshly Picked is a DTC children's brand known for premium soft-soled baby moccasins and kids' shoes. It competes for the same premium, design-conscious parent customer that Ten Little targets and uses a similar direct-to-consumer e-commerce model.
- Bobux: Bobux is a New Zealand-based children's footwear brand specializing in anatomically shaped, flexible kids' shoes. It overlaps directly with Ten Little's barefoot-inspired design philosophy and premium positioning, though it operates primarily in international markets.
- Livie & Luca: Livie & Luca designs premium, flexible children's shoes with a focus on natural foot development and quality materials. It competes for similar design-conscious parents willing to pay $40-$60+ for kids' footwear.
- Plae: Plae makes customizable, podiatrist-developed kids' shoes featuring interchangeable straps and flexible soles. It targets the same premium, design-aware parent segment with comparable price points and stage-based sizing.
Broad incumbents
- Stride Rite: Stride Rite is a long-established mass-market children's footwear brand with broad retail distribution. While it does not focus exclusively on the barefoot/podiatrist positioning, it competes for the same parent buyer at more accessible price points.
- Nike Kids: Nike Kids is a broad incumbent offering athletic and casual kids' footwear with massive brand recognition and global retail distribution. While not focused on the barefoot/podiatric positioning, it competes for parent mindshare and shelf/digital real estate.
Emerging players
- Keen Footwear: Keen is an outdoor footwear brand with a growing kids' line that shares Ten Little's emphasis on toe protection, durability, and active lifestyle positioning. It represents a broader incumbent moving into the kids' healthy-construction category.
- Soft Star Shoes: Soft Star Shoes makes handcrafted leather barefoot-style shoes for children and adults, with a focus on natural foot shape and zero-drop construction. It overlaps philosophically with Ten Little's barefoot-inspired design ethos, though with more limited scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Ten Little social profiles
Digital presenceTen Little compliance and trust
Trust signalCompliance2 records
Ten Little financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ten Little leadership team
Management profileNumber of profiles
Profiles2 records
Ten Little funding detail
Funding detailFunding overview
Funding rounds3 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ten Little M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ten Little
What does Ten Little do?
Ten Little is a direct-to-consumer children's footwear brand that designs and sells APMA-approved shoes for babies, toddlers, and kids using its proprietary TenForm™ Fit System. The product line is organized by developmental stage (Prewalkers 0-18M, First Walkers sizes 3-6, Little Kids sizes 6-13, Big Kids sizes 13.5-4Y) and includes sneakers, sandals, boots, flats, and booties made with non-toxic, PETA-approved vegan materials, plus apparel, accessories, and toys via its Adventure Shop.
Is Ten Little a public or private company?
Ten Little is a private company. It is classified as venture growth investor backed and is currently operating.
When was Ten Little founded?
Ten Little was founded in 2020. It employs 1 to 10 people.
Where is Ten Little based?
Ten Little is headquartered in New York, United States, in the North America region.
How does Ten Little make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are membership Subscription and gift Cards.
Who are Ten Little's main competitors?
Direct peers on record are Pediped, See Kai Run, Freshly Picked, Bobux, Livie & Luca and Plae. Broad incumbents are Stride Rite and Nike Kids. Emerging players are Keen Footwear and Soft Star Shoes.
Does Ten Little have an API?
No public API is recorded for Ten Little.
What industry is Ten Little in?
Ten Little's product category is Children's Footwear. Its primary akta.pro industry code is CRAAADAF, Children’s & Baby Footwear Retail. Its NAICS code is 45821 and its SIC code is 5661.