Flippers
Flippers is a heritage roller-skating lifestyle brand revived as a direct-to-consumer e-commerce business, selling branded apparel, Riedell-manufactured skates, and collectibles to skating enthusiasts and pop-culture fans via Shopify.
- Company typePrivate
- Founded1979
- HeadquartersSanta Monica, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Flippers does
Flippers, also known as Flipper's Roller Boogie Palace, is a heritage lifestyle brand originating from a roller-skating rink founded by Ian "Flipper" Ross in Los Angeles in 1979 and operated until 1981. The brand has been revived as a direct-to-consumer e-commerce business selling branded merchandise and roller-skating equipment, headquartered in Santa Monica, California with a team of 11-50 employees.
The product portfolio includes roller skates manufactured in partnership with Riedell at $500 per pair, branded apparel including hoodies at $150 and t-shirts at $50, a $65 coffee-table book that is currently sold out, and gift cards ranging from $25 to $500. Operations run on Shopify, and the company ships internationally under an all-sales-final policy with no returns accepted. The brand serves two primary customer segments: roller-skating enthusiasts and pop-culture/music-history collectors drawn to the venue's documented role in 1970s-80s Los Angeles nightlife.
The business operates on a premium DTC model without third-party retail distribution, monetizing through branded merchandise and proprietary skate hardware. Leadership comprises co-founders Ian Ross, Liberty Ross (Creative Director), and Kevin Wall (Chairman). The company raised $18 million from Cleveland Avenue in May 2022 to support the relaunch and expansion of e-commerce operations.
Flippers firmographics
Firmographics- Name
- Flippers
- Legal name
- Flipper's Roller Boogie Palace
- Website
- https://flippers.world
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Flippers is a heritage roller-skating lifestyle brand revived as a direct-to-consumer e-commerce business, selling branded apparel, Riedell-manufactured skates, and collectibles to skating enthusiasts and pop-culture fans via Shopify.
- Ownership category
- akta.pro rank
Flippers industry classification
Industry- Product category
- Roller skating branded merchandise
- NAICS
- Sporting Goods Retailers (45911), Shoe Retailers (45821), Hobby, Toy, and Game Retailers (459120)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)
Keywords
Where Flippers is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Markets served
Flippers business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Merchandise Sales: Direct retail sales of branded merchandise including apparel (hoodies, t-shirts), roller skates, books, and gift cards. One-time purchase model for physical goods and digital gift cards.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Full Stack Hoodie - Heavy 14oz fleece pullover hoodie |
| One time/ perpetual license | Pay-as-you-go | Full Stack Tee - Heavy 6.5oz t-shirt |
| Unit Pricing | Pay-as-you-go | Flipper's Original Riedell 120 Skates |
| One time/ perpetual license | Pay-as-you-go | Flipper's Roller Boogie Palace 1979-1981 Book |
| Transaction based/ take rate | Pay-as-you-go | Flipper's Roller Boogie Palace Gift Card |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Flippers product offering
Product offeringCore offering
Flipper's Roller Boogie Palace operates a direct-to-consumer e-commerce brand selling premium branded merchandise tied to its heritage as a legendary 1979-1981 Los Angeles roller skating venue. The product line includes heavyweight cotton hoodies and tees (made in Los Angeles), the Flipper's Original Riedell 120 Skates co-developed with Riedell, a commemorative archival book on the venue's history, and digital gift cards, all sold exclusively through flippers.world.
Product overview
Flipper's Roller Boogie Palace operates an e-commerce storefront selling branded merchandise and products centered around the historic roller skating venue. The product portfolio includes premium apparel (Full Stack Hoodie in black and cobalt colorways, Full Stack Tee), branded roller skates (Flipper's Original Riedell 120 Skates), a commemorative book covering the venue's 1979-1981 history, and digital gift cards. The business is built on a Shopify e-commerce platform and sells directly to consumers worldwide.
Differentiator
Problem solved
Functional benefit
Products and services
- Full Stack Hoodie (Black) Heavy 14oz fleece pullover hoodie in black with screenprinted art on front and back, loose fit, ribbed cuffs and hem, garment-dyed and pre-laundered to prevent shrinkage, 100% cotton, made in Los Angeles. Targeted at roller skating lifestyle consumers and brand enthusiasts.
- Full Stack Hoodie (Cobalt) Heavy 14oz fleece pullover hoodie in cobalt colorway with screenprinted art on front and back, loose fit, ribbed cuffs and hem, garment-dyed and pre-laundered to prevent shrinkage, 100% cotton, made in Los Angeles. Targeted at roller skating lifestyle consumers and brand enthusiasts.
- Full Stack Tee Heavy 6.5oz t-shirt in black with screenprinted art on front and back, sturdy construction with a more generous fit (approximately 1 wider than a standard tee), longer sleeves, and higher neckline. Targeted at roller skating lifestyle consumers.
- Flipper's Original Riedell 120 Skates Bold blue suede roller skates co-developed with Riedell, inspired by the iconic 1979 Flipper's Roller Boogie Palace design. Features embroidered blue suede uppers, Dri-Lex lining, high top design for ankle support, PowerDyne Thrust Nylon plate, 62mm x 32mm 85A outdoor urethane wheels, adjustable toe stop, and sizes 8JR to 15. Targeted at skating enthusiasts seeking authentic heritage roller skates.
- Flipper's Roller Boogie Palace Gift Card Digital gift card delivered via email in denominations of $25, $50, $100, $200, and $500 for redemption at the flippers.world checkout. Non-transferable, not redeemable for cash, and cannot be purchased using a discount code. Targeted at gift purchasers and brand fans.
- Flipper's Roller Boogie Palace 1979-1981 Book Commemorative archival book documenting the origin story of Flipper's Roller Boogie Palace founded by Ian 'Flipper' Ross in 1979-1981, featuring interviews, quotes, and archival imagery including Laura Dern, Nile Rodgers, Atticus Ross, David Geffen, Cher, Prince, Kareem Abdul-Jabbar, and Arnold Schwarzenegger. Targeted at pop culture and music history collectors. Currently sold out.
Companies that use Flippers
Customer profileSegments2 records
Ideal customer profiles2 records
Flippers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Flippers partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- RiedellcoreFlipper's collaborated with Riedell, an established roller skate manufacturer, to create the Flipper's Original Riedell 120 Skates. This exclusive footwear product features blue suede boots inspired by the iconic design from Flipper's Roller Boogie Palace in 1979. The skates include PowerDyne Thrust Nylon plates and are designed for outdoor use with 62mm wheels.
- ShopifycoreFlipper's Roller Boogie Palace operates its e-commerce store on the Shopify platform (shop.flippers.world). Shopify provides the technical infrastructure for the online storefront including payment processing, inventory management, and customer authentication systems.
Recent moves5 records
Expansion highlights4 records
Flippers competitors and assessment
Company assessmentBroad incumbents
- Roller Derby Skate Corp: Roller Derby is a mass-market skate brand sold through big-box retailers and Amazon. Comparable as a broader incumbent in the entry-level recreational skate category.
Direct peers
- Moxi Roller Skates: Moxi is a leading recreational roller skate brand selling boots, plates, and apparel direct-to-consumer. Direct competitor to Flipper's in the lifestyle roller-skate category with overlapping customer base and similar price points.
- Impala Skates: Impala is a popular roller skate and roller blade brand with global DTC and wholesale distribution. Comparable as a lifestyle skate retailer with apparel and accessories, competing for the same recreational and quad-skate customer.
- Chuffed Skates: Chuffed is an indie roller skate brand known for colorful beginner-friendly skates with strong community following. Direct peer in the lifestyle quad-skate DTC space.
- Sure-Grip International: Sure-Grip is a long-standing roller skate manufacturer and retailer offering recreational and speed skates. Comparable as a skate specialist selling branded complete skates and components to enthusiast customers.
- VNLA (Vanilla) Skates: VNLA is a roller skate brand focused on beginner-to-intermediate quad skates with a lifestyle-driven aesthetic. Direct competitor in the recreational quad-skate DTC market.
- Antik Skate Co. Antik is a roller derby-focused skate brand sold DTC and through skate retailers. Comparable as a specialty skate brand with an enthusiast community and apparel line.
- Golden Horse Skate Company: Golden Horse is a vintage-styled roller skate brand retailing quad skates aimed at recreational and rink-skating customers. Comparable niche peer in the lifestyle skate category.
Others
- Riedell Shoes: Riedell is the established boot and skate manufacturer that co-produces Flipper's Original 120 Skates. Strategic partner and adjacent incumbent in the roller-skate manufacturing space.
Emerging players
- Luna Roller Company: Luna Roller is a growing DTC roller skate brand with focus on design-forward aesthetics and community. Emerging competitor in the same lifestyle skate niche as Flipper's.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks4 records
Key highlights6 records
Customer concentration
Flippers social profiles
Digital presenceFlippers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flippers leadership team
Management profileNumber of profiles
Profiles3 records
Flippers funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flippers 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 Flippers
What does Flippers do?
Flipper's Roller Boogie Palace operates a direct-to-consumer e-commerce brand selling premium branded merchandise tied to its heritage as a legendary 1979-1981 Los Angeles roller skating venue. The product line includes heavyweight cotton hoodies and tees (made in Los Angeles), the Flipper's Original Riedell 120 Skates co-developed with Riedell, a commemorative archival book on the venue's history, and digital gift cards, all sold exclusively through flippers.world.
Is Flippers a public or private company?
Flippers is a private company. It is classified as venture growth investor backed and is currently operating.
When was Flippers founded?
Flippers was founded in 1979. It employs 11 to 50 people.
Where is Flippers based?
Flippers is headquartered in Santa Monica, United States, in the North America region.
How does Flippers make money?
One revenue line is on record: merchandise Sales.
Who are Flippers's main competitors?
Roller Derby Skate Corp is listed as a broad incumbent. Direct peers are Moxi Roller Skates, Impala Skates, Chuffed Skates, Sure-Grip International, VNLA (Vanilla) Skates, Antik Skate Co. and Golden Horse Skate Company. Riedell Shoes is listed as an others. Luna Roller Company is listed as an emerging player.
Does Flippers have an API?
No public API is recorded for Flippers.
What industry is Flippers in?
Flippers's product category is Roller skating branded merchandise. Its primary akta.pro industry code is CRAMABAN, Motorsports & Powersports Gear & Accessories Retail. Its NAICS code is 45911 and its SIC code is 5600.