Naadam
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
Naadam firmographics
Firmographics- Name
- Naadam
- Legal name
- NAADAM
- Website
- https://naadam.co
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Where Naadam is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Naadam business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: Primary revenue stream through naadam.co website selling cashmere and cotton clothing directly to consumers. Products include sweaters, tops, dresses, loungewear, outerwear, and accessories for men and women. Customers can shop by category, material type, or occasion.
- Wholesale/Mass Market: Revenue from wholesale distribution through Kohl's department stores, with the Soft Collection priced from $79 to $139 for 100% Mongolian-sourced cashmere clothing, representing a move into mass-market retail channels.
- Loyalty/Rewards Program: NAADAM Rewards program where customers earn points ($1 = 1 point) for purchases, with rewards redeemable at 500 points for $20 off. Tiered benefits include Silver, Gold, and Platinum levels with perks like free shipping, birthday gifts, and early sale access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | $98 Original Cashmere Sweater - flagship product |
| Unit Pricing | Pay-as-you-go | Cotton T-shirts - $48-$58 |
| Unit Pricing | Pay-as-you-go | Premium Cashmere Items - $118-$400+ |
| Unit Pricing | Pay-as-you-go | Kohl's Soft Collection - $79-$139 |
Go-to-market motion4 records
Distribution channels3 records
Marketing channels9 records
Naadam product offering
Product offeringCore offering
Naadam is a digitally-native direct-to-consumer clothing brand that designs, sources, and sells 100% Mongolian cashmere apparel and accessories for men and women. The portfolio spans multiple cashmere tiers (Signature, Luxe, Super Fine, Lightweight), cotton blends, and seasonal collections, anchored by the flagship $98 Original Cashmere Sweater. The brand also operates a mass-market sub-brand (Soft by Naadam) distributed through Kohl's.
Product overview
Naadam is a digitally-native cashmere brand offering a portfolio of 100% Mongolian cashmere clothing and accessories across multiple material tiers (Signature, Luxe, Super Fine, Lightweight) plus cotton blends. The core product is the $98 Original Cashmere Sweater, complemented by The Tee Shop (cashmere and cotton basics), Cabana Club (summer collection), The Collection (SS26 seasonal line), and Soft by Naadam (mass-market sub-brand at Kohl's). The company operates a loyalty program (NAADAM Rewards) and deploys AI agents for customer service automation.
Differentiator
Problem solved
Functional benefit
Products and services
- The $98 Original Cashmere Sweater The flagship 100% Mongolian cashmere sweater priced at $98, designed as the brand's accessible-luxury signature item for men and women. Introduced in 2015, it remains a core offering and anchor product.
- The Tee Shop
Quantifiable outcome
- AI handles significant portions of customer service tickets with measurable improvements in satisfaction scores
- +1 more outcomes
Companies that use Naadam
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
Naadam technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability3 records
Feature3 records
Naadam partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, flagship and minor.
- ShopifycoreShopify provides the underlying platform infrastructure for Naadam to integrate AI agents. At the 2026 Upfront Summit, Shopify President Harley Finkelstein outlined the company's vision for agentic shopping. Naadam is cited as an early adopter deploying AI agents to handle customer support tickets and generate marketing content.
- NBCUniversalflagshipNaadam released a limited-edition collection of cashmere sweaters inspired by the film 'Wicked', in collaboration with NBCUniversal. Two drops scheduled for November 7 and November 24, 2025. Each of the 11 sweaters retails for $148 and features Wicked-inspired embroidery and motifs, available exclusively online.
- Olivia CulpocoreOlivia Culpo collaborated with Naadam to launch a cashmere capsule collection. Culpo previously described the brand as offering quality at accessible prices, and had worn Naadam products prior to the collaboration.
- NFL (National Football League)flagshipThe NFL partnered with Naadam to launch the first licensed cashmere collection. Products include NFL Luxe Cashmere Oversized Crewneck Sweater (regular $298, sale $223.50) and NFL Luxe Cashmere Hoodie (regular $348, sale $261) with team logos available.
- Kohl'scoreDigitally native cashmere brand Naadam launched its first mass-market collection called the Soft Collection at 100 Kohl's department stores and online beginning November 8, 2024. Prices range from $79 to $139 for 100% Mongolian-sourced cashmere clothing for men and women. This represents a strategic expansion into wholesale for the DTC brand.
- Sustainable Fibre Alliance (SFA)minorNaadam is a proud member of the Sustainable Fibre Alliance (SFA), an international organization that works across the entire cashmere supply chain to improve animal welfare, preserve grasslands, and secure herder livelihoods.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Naadam competitors and assessment
Company assessmentBroad incumbents
- Uniqlo: Global mass-market basics retailer with cashmere sweater line starting around $79. Competes directly with the Soft by Naadam collection at Kohl's and on the affordable-cashmere entry price point.
- Aritzia: Canadian premium fashion retailer with cashmere sweaters and women's apparel core offering. Competes for the same Conscious Luxury Consumer with broader assortment and established physical retail footprint.
- J.Crew: Established American apparel brand with a signature cashmere sweater program at $98–$150 price points. Direct competitor on price and category, with larger distribution scale and broader assortment.
- COS (H&M Group): H&M Group's premium-basics label offering cashmere and elevated everyday apparel at accessible price points. Overlaps on 'modern premium essentials' positioning and global DTC plus physical retail distribution.
Direct peers
- Quince: DTC affordable-luxury apparel brand selling cashmere sweaters and basics at ~$50–$90 price points. Direct competitor in the 'affordable Mongolian/cashmere' category with overlapping customer segments and similar transparency-led value proposition.
- Italic: DTC marketplace selling premium apparel and home goods at factory-direct pricing, including cashmere knitwear. Closely comparable on the 'affordable luxury without the brand markup' thesis and similar target customer.
- Everlane: Pioneer DTC transparent-pricing apparel brand with cashmere sweaters and basics. Overlaps on supply-chain transparency narrative, DTC-first distribution, and premium-but-accessible cashmere positioning.
- Cuyana: DTC premium essentials brand focused on 'fewer, better things,' including cashmere knits. Targets a similar Conscious Luxury Consumer with vertically-integrated sourcing and minimalist aesthetic.
Emerging players
- AYR (All Year Round): DTC contemporary apparel brand offering elevated everyday essentials at mid-premium prices. Comparable on DTC premium basics positioning and inclusive sizing, though broader category mix (denim-led).
- Mack Weldon: DTC premium basics brand for men with a focus on quality essentials and direct-to-consumer distribution. Comparable on DTC premium basics thesis and men's sweater/knit category overlap.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Naadam social profiles
Digital presenceNaadam financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naadam leadership team
Management profileNumber of profiles
Profiles3 records
Naadam funding detail
Funding detailFunding overview
Funding rounds4 records
Investors17 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naadam M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Naadam
What does Naadam do?
Naadam is a digitally-native direct-to-consumer clothing brand that designs, sources, and sells 100% Mongolian cashmere apparel and accessories for men and women. The portfolio spans multiple cashmere tiers (Signature, Luxe, Super Fine, Lightweight), cotton blends, and seasonal collections, anchored by the flagship $98 Original Cashmere Sweater. The brand also operates a mass-market sub-brand (Soft by Naadam) distributed through Kohl's.
Is Naadam a public or private company?
Naadam is a private company. It is classified as venture growth investor backed and is currently operating.
When was Naadam founded?
Naadam was founded in 2013. It employs 51 to 100 people.
Where is Naadam based?
Naadam is headquartered in New York, United States, in the North America region.
How does Naadam make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale/Mass Market and loyalty/Rewards Program.
Who are Naadam's main competitors?
Broad incumbents on record are Uniqlo, Aritzia, J.Crew and COS (H&M Group). Direct peers are Quince, Italic, Everlane and Cuyana. Emerging players are AYR (All Year Round) and Mack Weldon.
Does Naadam have an API?
No public API is recorded for Naadam.