House of Blueberry

What House of Blueberry does

House of Blueberry (legal entity: Blueberry Entertainment Inc.) is a New York-based digital fashion house founded in 2012 by Gizem Mishi McDuff, designing and selling avatar clothing and accessories for virtual worlds. The company distributes themed collections — including Y2K, K-Pop, Romantic, Aespa, Igari, Boho Chic, Coquette Girl, and Bunni Club — across three channels: the Roblox marketplace, Snapchat's Bitmoji Fashion platform, and its own Shopify-powered direct-to-consumer site at shop.hobc.com, with limited-edition drops (e.g., Vampire Queen, Lunar New Year) used as a scarcity-driven release mechanism. Pricing is standardized at approximately $25 per item, and the company has cumulatively sold more than 20 million digital assets since founding, targeting primarily young, gaming-and-metaverse-oriented consumers — with a notable skew toward female avatar users engaged in trend-driven aesthetics such as K-Pop, Y2K, and coquette-core.

The underlying technology stack is straightforward e-commerce and digital-asset delivery: Shopify handles checkout on the DTC site, while Roblox and Snapchat Bitmoji provide the rendering, avatar-fitting, and in-platform payment infrastructure for marketplace sales. Items are non-fungible digital fashion pieces rather than utility NFTs, and there is no disclosed blockchain or tokenization layer. The business model is consumer-direct virtual goods sales with three distinct revenue paths: (i) platform-mediated sales on Roblox, (ii) platform-mediated sales on Snapchat Bitmoji, and (iii) higher-margin direct sales through the Shopify storefront where House of Blueberry retains full pricing control and first-party customer data. Community-driven marketing across Discord, Instagram, TikTok, X, and YouTube functions as the primary demand-generation layer, leveraging the inherent social visibility of branded in-game avatar items as organic distribution.

The company is seed-stage, having closed a $6M seed round in January 2023 led by Makers Fund with participation from Everblue Management. Headcount is in the 11–50 employee range. Revenue mechanics are constrained by platform revenue-share economics on Roblox and Snapchat, while the DTC channel offers the strongest margin and direct customer relationship. Customer acquisition is essentially community-and-trend-led rather than paid-marketing-led, which is appropriate for the niche but introduces concentration risk on the platforms themselves.

Name

House of Blueberry

Legal name

House of Blueberry, Inc.

Website

https://houseofblueberry.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

House of Blueberry is a New York-based digital fashion house, founded in 2012, that designs and sells avatar clothing and accessories across Roblox, Snapchat Bitmoji, and its own DTC website. The company has cumulatively sold over 20 million digital items, targeting trend-driven Gen Z consumers in virtual worlds.

Ownership category

akta.pro rank

Product category

Digital Fashion & Avatar Apparel

NAICS

Hobby, Toy, and Game Retailers (45912), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Virtual Styling & Outfit Planning (HSACAJAF)

akta.pro secondary industries

Gift, Novelty & Souvenir Variety Stores (CRAGAJAG), Pop Culture Collectibles Retail (Figures, Statues, Funko, etc.) (CRALAGAK)

Keywords

• Digital fashion
• Virtual apparel
• Avatar customization
• Metaverse fashion
• Digital clothing

Headquarters

HQ city

Wake Forest

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Digital Fashion Sales: One-time purchase model for digital fashion items sold directly to consumers through Roblox, Snapchat, and the company's own website. Products are priced at flat rates per item (e.g., $25.00 for denim jeans).
2. Digital Asset Sales: Sale of digital fashion assets to virtual world users. The company has sold over 20 million digital assets, indicating high volume transaction-based revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

House of Blueberry designs, produces, and sells digital fashion items (tops, bottoms, dresses, jackets, shoes, hats, accessories, swimwear, and limited edition pieces) intended for avatar customization in virtual environments such as Roblox and Snapchat. Products are organized into themed collections including Y2K, K-Pop, Romantic, Aespa, Igari, Boho Chic, Coquette Girl, Bunni Club, and Chetah, each offered in multiple color variants at flat unit pricing. The catalog is sold one-time per item through Roblox's catalog, Snapchat's Bitmoji avatar builder, and the company's own Shopify-powered e-commerce site.

Product overview

House of Blueberry is a digital fashion house offering virtual clothing and accessories for avatars and digital characters. The company's product portfolio is sold through its e-commerce website as well as integrated platforms including Roblox and Snapchat. The product line includes multiple fashion collections: Y2K (retro-inspired styles), K-Pop (edgy, bold designs), Romantic/Romantic Girl (feminine, romantic styles), Aespa (K-pop group-inspired designs), Igari (Japanese-inspired aesthetics), Boho Chic (bohemian styles), Coquette Girl (romantic feminine styles), and Bunni Club (branded collection). Products span categories including tops, bottoms, dresses, jackets, shoes, accessories, swimwear, and limited edition items. The company also offers a Limiteds collection featuring exclusive themed items. Core pricing for products starts at $25.00, with products available in multiple color variants. The company operates on a multi-platform distribution model, selling directly through its website, through the Roblox catalog, and through Snapchat's Bitmoji avatar builder.

Differentiator

Problem solved

Functional benefit

Products and services

• Y2K Baggy Star Denim Jeans

Quantifiable outcome

• Sold over 20 million digital assets since founding

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• RobloxcoreTechnology or IntegrationPlatform partner where House of Blueberry sells digital fashion items through the Roblox catalog. Users can purchase and wear Blueberry items on their Roblox avatars.
• SnapchatcoreTechnology or IntegrationPlatform partner where House of Blueberry offers digital fashion items through Snapchat's Bitmoji avatar builder for outfit customization.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• DRESSX: DRESSX is a leading digital-only fashion house selling virtual clothing and accessories for avatars and digital photos, directly competing with House of Blueberry in the same consumer segment and product category.
• The Fabricant: The Fabricant is a pioneer in digital couture and avatar wearables, selling digital-only garments and partnering with luxury brands — the closest analogue to House of Blueberry's positioning as a dedicated digital fashion house.
• Tribute Brand: Tribute Brand is a digital fashion brand creating wearable virtual garments for avatars across multiple metaverse platforms, comparable to House of Blueberry in product type and target user.

Emerging players

• IMVU: IMVU is a long-standing avatar-based virtual world with an active marketplace for digital apparel; it competes with House of Blueberry in the avatar-customization use case, though it is also a platform rather than a pure fashion brand.
• Ready Player Me: Ready Player Me provides a cross-platform avatar SDK and creator economy for digital apparel, intersecting with House of Blueberry's multi-platform avatar-fashion positioning though primarily as an enabler rather than a competing fashion house.
• Reps (formerly Style.me): Reps builds avatar-fashion and virtual try-on infrastructure for retailers and creators, overlapping with House of Blueberry's avatar-fashion thesis but more focused on tooling than direct consumer fashion drops.

Regional players

• Zepeto: Zepeto (Naver Z) operates an avatar-focused social/metaverse platform with strong digital fashion partnerships, most prominent in Asia; it overlaps with House of Blueberry in avatar apparel demand but does not directly compete in its primary Western channels.

Broad incumbents

• Roblox Corporation: Roblox is the largest avatar-based gaming platform and a core distribution partner of House of Blueberry; as an incumbent, it sets marketplace economics and could enter branded fashion directly, making it a structural peer.
• Snap Inc. Snap operates Bitmoji, the other key distribution channel for House of Blueberry. As a broad incumbent platform, Snap's product and policy decisions directly shape the addressable market for digital fashion on its avatar system.
• Gucci (Kering): Gucci has launched digital wearables and avatar collections on Roblox and other platforms, making it a broad incumbent peer whose forays into digital fashion compete for the same Roblox-native customer attention as House of Blueberry.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/WearBlueberry
• YouTubeyoutube.com/channel/UC6aUMDlZnbxA7VeR_zSZPxQ
• Instagraminstagram.com/wear_blueberry/?hl=en
• TikToktiktok.com/@wearblueberry

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 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 House of Blueberry