TO THE MARKET

What TO THE MARKET does

TO THE MARKET, founded in 2018 by Jane Mosbacher Morris and headquartered in Lexington, Kentucky (legally To The Market|Survivor Made Goods, Inc., a Delaware corporation), operates a two-pronged business combining ethical-sourcing supply chain software with a direct-to-consumer apparel brand. The company's primary technology asset is traceVera (formerly TRACERA), a supply chain transparency platform that delivers 360-degree supplier assessments via the proprietary T.R.A.C.E. vetting framework — a 90+ question self-assessment covering Transparent, Responsible, Authentic, Conscious, and Ethical dimensions, supplemented by on-site third-party validation, automated costing and line sheets, time-and-action tracking, shipping compliance, and product-level impact reporting mapped to ISO 14040/44 lifecycle standards. The platform is backed by certifications including B Corp, GOTS, and OTCO Organic, and is supported by a network of 200+ vetted makers across 50+ countries with an emphasis on women-owned and survivor-supporting manufacturers.

The commercial offering splits into three revenue streams. First, traceVera is licensed as recurring software to enterprise customers seeking supply chain transparency and supplier management. Second, the Global Good consumer brand sells sustainable apparel — organic blend tees ($54), pique polos ($88), crewnecks ($108), and hoodies ($128) — through a Shopify-powered D2C e-commerce storefront and a formal wholesale account program. Third, custom merchandise production services supply corporations, K-12 schools, institutions of higher learning, and fraternal/membership organizations with custom-branded apparel and gifts, with 21-day standard delivery and a 15% rush option. The GTM motion is a hybrid of enterprise field sales (discovery calls and demos targeting supply chain software buyers), direct-to-consumer e-commerce, and B2B wholesale accounts; a Smart Sourcing & Tariff Resilience advisory service was added to help clients navigate 2025-era import tariffs.

The company has raised approximately $7 million+ across multiple rounds since 2018, including a $5 million seed round led by Curate Capital in October 2021 with participation from BELLE Capital, Forward Venture Capital, Knightsgate Ventures, Spouting Rock, and Working Capital, plus a 2023 SEC Form D exempt offering targeting $12 million (~$2.2 million sold) and subsequent checks from BOLD Ventures and LvlUp Ventures. Operating with 11-50 employees under a full executive bench (CRO, CGO, CMO, CFO, Head of Product), TO THE MARKET sits at the intersection of SaaS-enabled supply chain transparency and mission-driven consumer goods, with named customers including Genumark, Hearst, and Belizean Grove.

Name

TO THE MARKET

Legal name

To The Market|Survivor Made Goods, Inc.

Website

https://tothemarket.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

TO THE MARKET operates a dual business: a B2B ethical-supply-chain software platform (traceVera) offering supplier vetting and impact reporting, and a D2C sustainable apparel brand (Global Good) sourced through a 200+ maker network across 50+ countries, serving corporations, schools, and ethical retail brands.

Ownership category

akta.pro rank

Product category

Ethical Supply Chain Services

NAICS

Apparel, Piece Goods, and Notions Merchant Wholesalers (4243), Clothing and Clothing Accessories Merchant Wholesalers (42435)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Supply Chain Sustainability & Responsible Sourcing (SMETA, supplier ESG) (EUAHAJAE)

akta.pro secondary industries

Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL), Sustainable / Ethical Apparel & Accessories Wholesale (CRAOADAJ), Sustainable & Certified Materials (Organic, Recycled, Traceable) (CRAAAMAK)

Keywords

• Ethical supply chain
• Sustainable sourcing
• Supply chain software
• Custom merchandise
• Sustainable apparel

Headquarters

HQ city

Lexington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales (E-commerce): Direct-to-consumer and B2B sales of sustainable apparel and merchandise through the company's e-commerce platform and wholesale accounts. Includes in-stock products and custom orders.
2. TRACERA Software Platform: Supply chain transparency and vendor management software licensing for ethical manufacturing tracking and supplier vetting.
3. Custom Merchandise Production: Custom merchandise design and production services for institutions, corporations, schools, and organizations. Orders typically delivered within 21 days with rush options available.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

TO THE MARKET connects brands and organizations with a globally vetted network of ethical manufacturers through its traceVera supply chain software platform and custom sourcing services. It also sells sustainable apparel under the Global Good brand to individual consumers via e-commerce. The core offering is supply chain transparency and ethical sourcing delivered through technology-enabled vetting, ongoing monitoring, and quantified sustainability impact reporting.

Product overview

TO THE MARKET operates a dual offering: traceVera (formerly TRACERA) is a supply chain software platform providing supplier vetting, management, and impact tracking capabilities; Global Good is the consumer product brand offering sustainable, ethically-made apparel sourced through a vetted network of over 200 makers in 50+ countries. The company also provides custom sourcing services, tariff resilience consulting, and impact reporting. Together, the platform connects brands with ethical manufacturers while providing transparency and quantified sustainability metrics throughout the supply chain.

Differentiator

Problem solved

Functional benefit

Brands

• Global Good: Global Good, powered by TO THE MARKET, converges optimism and innovation to create a brighter future through sustainable and ethical products.
• TRACERA

Products and services

• traceVera

Quantifiable outcome

• Supplier network: 200+ makers across 50+ countries
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sourcemap: Supply chain mapping and transparency SaaS that gives brands end-to-end visibility from raw materials to finished goods, closely overlapping with traceVera's product-level visibility and supplier assessment positioning.

Broad incumbents

• EcoVadis: Largest enterprise SaaS platform for supplier ESG ratings and sustainability assessments across multiple industries. TO THE MARKET competes by going deeper in apparel-specific vetting while EcoVadis owns broader, multi-category coverage.
• Sedex: Global supplier ESG data platform (SMETA audits, member network) widely used by retailers and brands. Comparable supplier-vetting function to T.R.A.C.E., but broader in scope and larger member base.
• Bluesign: Textile industry sustainability certification and chemical management platform; overlaps with TO THE MARKET's GOTS-aligned vetted-maker network and certified-materials positioning.
• Fair Trade USA: Fair trade certification body that validates ethical supply chains — overlaps with TO THE MARKET's fair-wage-work impact metric and ethical sourcing verification for apparel and accessories.
• Patagonia: Iconic mission-driven apparel brand with deep in-house ethical supply chain operations; comparable as a benchmark for the consumer brand end of TO THE MARKET's Global Good D2C strategy.
• Eileen Fisher: Sustainable womenswear brand known for supply-chain transparency and ethical sourcing; comparable as a reference customer archetype and proof point for traceVera-style impact reporting.

Emerging players

• Inspectorio: Supply chain quality, compliance, and traceability platform with factory-level monitoring — overlapping with traceVera's factory monitoring, automated auditing, and supplier scoring capabilities.
• Provenance: Blockchain-based supply chain transparency tooling for consumer brands, directly comparable to TO THE MARKET's product-level impact and supply chain storytelling capabilities.
• Sourcery: Sustainable procurement and supplier discovery platform connecting brands with certified manufacturers; comparable maker-network and brand-customer overlap with TO THE MARKET.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/letsgottm
• Instagraminstagram.com/letsgottm
• Xx.com/letsgottm

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds10 records

Investors16 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TO THE MARKET