Universal Standard
- Company typePrivate
- Founded2014
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Universal Standard does
Universal Standard is a New York-based direct-to-consumer womenswear brand founded in 2014 by Polina Veksler (CEO) and Alexandra Waldman (Creative Director) that sells premium wardrobe essentials across sizes 00 to 40 — a 45-size range positioned as the most size-inclusive assortment in the market. The product surface spans denim (the flagship category, with 500,000+ pairs sold cumulatively), dresses, workwear, linen, loungewear, athleisure, underwear and intimates, outerwear, beach, and chambray, supported by proprietary fabrications such as Liquid Jersey, Cloud Rib, Stretch Linen, and Ponte suiting. Core technology and retention mechanics center on the Fit Liberty program, which offers free size exchanges for one year from purchase to remove fit anxiety at point of sale.
The business operates a hybrid go-to-market: a primary D2C e-commerce channel (universalstandard.com) with international shipping to the US, UK, Canada, Europe, and Australia, complemented since March 2025 by wholesale partnerships with Nordstrom (sizes 12-32 carried in 20 U.S. stores) and Anthropologie (size-inclusive collection). Pricing is unit-based across three tiers ranging from $38-$50 basics to $88-$168 mid-range apparel up to $188-$448 premium pieces, with free shipping and returns supporting the D2C flywheel. Revenue historically derives from direct online sales, with wholesale as a scaling tailwind.
The company is privately held with no disclosed parent or institutional ownership beyond early venture investors including Red Sea Ventures, Imaginary Ventures, Fernbrook Capital Management, and AA Sons (~$8.5M raised across 2017-2019). Headcount is reported in the 11-50 range, the addressable U.S. plus-size market is sized at $114B-$350B with 4.8-5.1% projected annual growth, and the company maintains CCPA and GDPR compliance for its U.S. and international consumer base.
Universal Standard firmographics
Firmographics- Name
- Universal Standard
- Legal name
- Universal Standard Inc.
- Website
- https://universalstandard.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Universal Standard industry classification
Industry- Product category
- Size-Inclusive Women's Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Merchant Wholesalers (424350)
- SIC
- Retail-Women's Clothing Stores (5621), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Plus Size & Extended Sizes Apparel Retail (CRAAABAJ)
- akta.pro secondary industries
- Women’s Apparel Retail (CRAAABAB), Denim & Casualwear Brands (CRAAAAAE)
Keywords
Where Universal Standard is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Universal Standard 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
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through universalstandard.com, offering full price and sale items across all categories including denim, dresses, workwear, loungewear, and intimates.
- Wholesale Revenue: Wholesale partnership with Nordstrom allowing the retailer to carry Universal Standard products in physical stores and online, generating revenue through bulk orders to retail partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Basic essentials starting at $38-50 |
| Unit Pricing | Pay-as-you-go | Mid-range apparel $88-168 |
| Unit Pricing | Pay-as-you-go | Premium and designer pieces $188-448 |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Universal Standard product offering
Product offeringCore offering
Universal Standard designs and sells size-inclusive women's apparel across 45 distinct sizes (00 to 40) through a direct-to-consumer e-commerce platform and wholesale partnerships. The product line spans denim, dresses, workwear, linen, loungewear, athleisure, underwear, outerwear, beachwear, and chambray, manufactured with premium fabrics such as Peruvian cotton, liquid jersey, ponte, and stretch linen. The brand differentiates via its Fit Liberty program, which offers free size exchanges for one full year after purchase.
Product overview
Universal Standard is a women's apparel brand offering a comprehensive, size-inclusive wardrobe through its direct-to-consumer e-commerce platform. The core offering spans sizes 00-40 across multiple categories including Denim, Dresses, Workwear, Linen, Loungewear, Athleisure, Underwear, Outerwear, Beach, and Chambray. Key differentiators include the Fit Liberty program offering free size exchanges within one year, premium fabrications like Liquid Jersey, Divine Jersey, Ponte, and Stretch Linen, and a commitment to making fashion accessible across the full size spectrum. The Geneva Dress and various denim styles represent signature products. Recent retail expansion includes Nordstrom wholesale partnerships and Anthropologie collaborations.
Differentiator
Problem solved
Functional benefit
Products and services
- Denim Collection
Quantifiable outcome
- Over 500,000 jeans sold into customer closets
- +1 more outcomes
Companies that use Universal Standard
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Universal Standard technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Universal Standard partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and flagship.
- NordstromcoreUniversal Standard launched a wholesale partnership with Nordstrom in March 2025, bringing sizes 12-32 to 20 Nordstrom store locations across the U.S. The partnership enables Nordstrom to carry the brand's size-inclusive clothing, democratizing fashion access. Over 10 styles were available at launch, with the partnership aimed at expanding Universal Standard's physical retail presence beyond its direct e-commerce channel.
- AnthropologieflagshipUniversal Standard collaborated with Anthropologie on a size-inclusive collection, expanding their wholesale distribution to another major retail partner. This collaboration demonstrates Universal Standard's commitment to making inclusive fashion available through mainstream retailers.
Scale indicators5 records
Recent moves12 records
Expansion highlights5 records
Universal Standard competitors and assessment
Company assessmentBroad incumbents
- Anthropologie: Anthropologie is a women's lifestyle apparel retailer and Universal Standard's wholesale collaboration partner. Comparable as a broader women's apparel incumbent now overlapping in the inclusive sizing category through their collaboration.
- Lane Bryant: Lane Bryant is the longest-standing U.S. plus-size specialty retailer offering apparel, intimates, and accessories across hundreds of stores. Comparable as a broad incumbent in the same plus-size category with deeper scale and store footprint.
- Athleta: Athleta is Gap Inc.'s women's activewear brand that has expanded into extended sizing. Comparable as a broader women's apparel incumbent with overlap in athleisure and an increasing commitment to inclusive sizing.
Direct peers
- Good American: Good American is a size-inclusive apparel brand co-founded by Khloé Kardashian, anchored by premium denim in extended sizing. Direct competitor in size-inclusive denim and apparel with overlapping brand positioning around body inclusivity.
- Eloquii: Eloquii is a plus-size womenswear brand selling trend-driven apparel directly online and through wholesale. Closest direct competitor to Universal Standard in plus-size DTC womenswear with similar target customer (sizes 14+) and product categories.
- Torrid: Torrid is a specialty plus-size women's apparel retailer operating both physical stores and e-commerce in sizes 10–30. Comparable as a dedicated plus-size womenswear brand targeting the same core customer segment.
- ASOS Curve: ASOS Curve is the dedicated plus-size line of ASOS, one of the largest global online fashion retailers. Comparable as a digital-native plus-size fashion offering serving a similar young, online customer base.
Emerging players
- Madewell: Madewell is a J.Crew-owned women's casual and denim brand that has publicly expanded into plus sizes. Comparable as an adjacent women's apparel brand moving into inclusive sizing that may erode Universal Standard's category leadership.
- Savage X Fenty: Savage X Fenty is a size- and gender-inclusive intimates and loungewear brand. Comparable in body-inclusivity branding and overlapping intimates/lounge categories where Universal Standard also competes.
- DIA & Co: DIA & Co is a plus-size personal styling service that curates apparel boxes for sizes 14–32. Comparable as a plus-size customer-acquisition channel and potential partner/competitor in how plus-size shoppers discover and purchase apparel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Universal Standard social profiles
Digital presenceUniversal Standard compliance and trust
Trust signalCompliance2 records
Universal Standard financial estimates
Financial estimateRevenue estimate
Valuation estimate
Universal Standard leadership team
Management profileNumber of profiles
Profiles2 records
Universal Standard funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Universal Standard 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 Universal Standard
What does Universal Standard do?
Universal Standard designs and sells size-inclusive women's apparel across 45 distinct sizes (00 to 40) through a direct-to-consumer e-commerce platform and wholesale partnerships. The product line spans denim, dresses, workwear, linen, loungewear, athleisure, underwear, outerwear, beachwear, and chambray, manufactured with premium fabrics such as Peruvian cotton, liquid jersey, ponte, and stretch linen. The brand differentiates via its Fit Liberty program, which offers free size exchanges for one full year after purchase.
Is Universal Standard a public or private company?
Universal Standard is a private company. It is classified as venture growth investor backed and is currently operating.
When was Universal Standard founded?
Universal Standard was founded in 2014. It employs 11 to 50 people.
Where is Universal Standard based?
Universal Standard is headquartered in New York, United States, in the North America region.
How does Universal Standard make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Revenue.
Who are Universal Standard's main competitors?
Broad incumbents on record are Anthropologie, Lane Bryant and Athleta. Direct peers are Good American, Eloquii, Torrid and ASOS Curve. Emerging players are Madewell, Savage X Fenty and DIA & Co.
Does Universal Standard have an API?
No public API is recorded for Universal Standard.
What industry is Universal Standard in?
Universal Standard's product category is Size-Inclusive Women's Apparel. Its primary akta.pro industry code is CRAAABAJ, Plus Size & Extended Sizes Apparel Retail, with a secondary code of CRAAABAB, Women’s Apparel Retail. Its NAICS code is 458110 and its SIC code is 5621.