Jaanuu
Jaanuu is a digitally-native medical apparel company that designs and sells performance scrubs, lab coats, and healthcare uniforms using proprietary fabric technologies (UltraLAST, UltraSOFT, UltraLITE) to nurses, doctors, medical students, and healthcare facilities via DTC e-commerce, B2B group orders, and wholesale.
- Company typePrivate
- Founded2013
- HeadquartersEl Segundo, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jaanuu does
Jaanuu is a digitally-native medical apparel company founded in 2013 by Shaan Sethi and Dr. Neela Sethi Young, headquartered in El Segundo, California, and operating as Jaanuu Holdings, LLC. The company designs and sells performance scrubs, lab coats, underscrubs, jackets, and related apparel targeting healthcare professionals — primarily nurses, doctors, and medical workers — as well as healthcare facilities procuring group uniforms and medical/nursing students via a 15% discount program. Its core product technology centers on four proprietary fabric platforms (UltraLAST™ for durability, UltraSOFT™ for stretch, UltraLITE™ for breathability, and UltraLAST+™ as a premium tier) combined with advanced antimicrobial treatments and PFC-free water repellency, marketed against traditional cotton-poly scrub incumbents.
The business operates a direct-to-consumer e-commerce model on jaanuu.com with multi-currency storefronts across 8 countries (USA, Canada, India, Indonesia, Japan, New Zealand, Singapore, South Korea), supplemented by a B2B Group Orders program for healthcare facilities and a wholesale distribution partnership with S&S Activewear (Counselor Top 40 supplier, announced January 2025). Products are sold on a one-time transaction basis with mid-tier unit pricing ($38-$58 scrub tops, $44-$58 pants, $82 jackets), a Scrub Squad loyalty program, and a Refer-a-Friend scheme offering $25 credit. Marketing is multi-channel — Instagram, Facebook, Pinterest, YouTube, TikTok, email newsletter, blog, and an affiliate program — with seasonal limited-edition color drops and capsule collections (Core, Limited Edition, Fashion Capsule, All-Hours Capsule) driving repeat purchase.
Jaanuu has raised approximately $97.6M in total disclosed funding across rounds from 2014-2022, with the largest being a $75M financing round led by European investment group Eurazeo in January 2022, which took a minority stake to fund global growth and product innovation. The company employs 101-250 people and is currently led by CEO Michael Alexander, with founder Shaan Sethi in a Founder role. Strategic priorities evidenced by recent moves include wholesale channel expansion (S&S Activewear, January 2025), product line extension (AllPro performance apparel, February 2025; Nova White Coat; Spring Style Drop 2026), and incremental international market development through localized storefronts.
Jaanuu firmographics
Firmographics- Name
- Jaanuu
- Legal name
- Jaanuu Holdings, LLC
- Website
- https://Jaanuu.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Jaanuu is a digitally-native medical apparel company that designs and sells performance scrubs, lab coats, and healthcare uniforms using proprietary fabric technologies (UltraLAST, UltraSOFT, UltraLITE) to nurses, doctors, medical students, and healthcare facilities via DTC e-commerce, B2B group orders, and wholesale.
- Ownership category
- akta.pro rank
Jaanuu industry classification
Industry- Product category
- Medical Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Apparel Manufacturing (315)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)
- akta.pro primary industry
- Medical & Healthcare Uniforms (Scrubs, Lab Coats) (CRAAALAF)
Keywords
Where Jaanuu is headquartered
LocationHeadquarters
- HQ city
- El Segundo
- HQ country
- United States
- HQ region
- North America
Markets served
Jaanuu business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time transaction-based sales of medical apparel including scrubs, lab coats, and accessories through e-commerce platform. Products sold at various price points ($38-$82 for individual items) with no subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for individual apparel items |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Jaanuu product offering
Product offeringCore offering
Jaanuu designs, manufactures, and sells premium medical apparel including scrub tops, scrub pants, scrub sets, scrub dresses, scrub jumpsuits, lab coats, underscrubs, and jackets for individual healthcare workers via direct-to-consumer e-commerce. The company also operates B2B group ordering services for healthcare facilities and a resale shop for secondhand apparel.
Product overview
Jaanuu is a digitally-native healthcare apparel brand offering a comprehensive portfolio of medical uniforms and performance scrubs for men and women. The product lineup centers on core scrub categories (tops, pants, sets, dresses, jumpsuits) supplemented by layering pieces (lab coats, underscrubs, jackets) and accessories. Products are organized around four proprietary fabric technologies: UltraLAST (durable), UltraSOFT (stretchy), UltraLITE (lightweight/airy), and UltraLAST+ (enhanced durability). Jaanuu also provides B2B group ordering services for healthcare facilities and operates a resale shop for secondhand items. The brand targets healthcare workers seeking stylish, functional medical clothing as an alternative to traditional scrubs.
Differentiator
Problem solved
Functional benefit
Products and services
- Scrub Tops
Quantifiable outcome
- Healthcare workers report improved confidence, mood, and job satisfaction related to scrubs quality and fit
Companies that use Jaanuu
Customer profileSegments3 records
Ideal customer profiles3 records
Jaanuu technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature6 records
Jaanuu partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- S&S ActivewearcorePartnership with Counselor Top 40 supplier S&S Activewear, announced approximately a month before the February 2025 AllPro line debut, for distribution of Jaanuu products through wholesale channels.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Jaanuu competitors and assessment
Company assessmentDirect peers
- FIGS: FIGS is the leading DTC premium medical apparel brand offering scrubs, lab coats, and underscrubs directly to healthcare professionals. Closely comparable to Jaanuu in target customer, product category, premium positioning, and digitally-native GTM; FIGs is the largest scaled competitor in the segment.
- Medelita (Mobb Scrubs): Medelita (now Mobb Scrubs) is a DTC premium medical apparel brand targeting healthcare professionals. Directly comparable to Jaanuu on premium positioning, healthcare worker customer, and direct-to-consumer model, though smaller in scale.
- Koi Happiness: Koi is a DTC medical apparel brand known for colorful, fashion-forward scrubs. Comparable to Jaanuu in target customer (healthcare workers), product category, and DTC GTM, with similar emphasis on style and color variety.
- Healing Hands Scrubs: Healing Hands produces medical scrubs and lab coats distributed via uniform retailers and online. Comparable to Jaanuu in product category and healthcare worker customer, operating as a focused scrubs brand without the broader lifestyle positioning.
- WonderWink: WonderWink is a scrubs and medical apparel brand offering functional uniforms to healthcare professionals. Comparable to Jaanuu on product category and customer, positioned at a value-tier price point with broad retail/wholesale distribution.
- Landau Uniforms: Landau is a long-established medical scrubs and uniform brand serving healthcare workers. Comparable to Jaanuu in core scrubs product and end customer, though distributed primarily through uniform retailers rather than DTC.
Broad incumbents
- Cherokee (Careismatic Brands): Cherokee is a heritage medical apparel brand under Careismatic Brands, the largest medical apparel company globally. Directly comparable to Jaanuu in core product (scrubs, lab coats) and healthcare worker customer, but operates as a broad incumbent across many sub-brands rather than a single DTC-focused brand.
- Dickies Medical (VF Corporation): Dickies Medical, part of VF Corporation, sells mass-market workwear scrubs and medical uniforms. Comparable in product category and customer base to Jaanuu, but competes on value-tier pricing and broad distribution rather than DTC premium positioning.
Emerging players
- Mandala Scrubs: Mandala is an emerging DTC scrubs brand focused on fashion-forward medical apparel. Comparable to Jaanuu on DTC model and target customer, but smaller in scale and brand recognition.
- Dagacci Scrubs: Dagacci is a budget-tier scrubs and medical apparel retailer. Comparable to Jaanuu in product category and end customer (healthcare workers), but competes at a substantially lower price point, putting price pressure on Jaanuu's premium positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Jaanuu social profiles
Digital presenceJaanuu financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jaanuu leadership team
Management profileNumber of profiles
Profiles6 records
Jaanuu funding detail
Funding detailFunding overview
Funding rounds7 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jaanuu 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 Jaanuu
What does Jaanuu do?
Jaanuu designs, manufactures, and sells premium medical apparel including scrub tops, scrub pants, scrub sets, scrub dresses, scrub jumpsuits, lab coats, underscrubs, and jackets for individual healthcare workers via direct-to-consumer e-commerce. The company also operates B2B group ordering services for healthcare facilities and a resale shop for secondhand apparel.
Is Jaanuu a public or private company?
Jaanuu is a private company. It is classified as venture growth investor backed and is currently operating.
When was Jaanuu founded?
Jaanuu was founded in 2013. It employs 101 to 250 people.
Where is Jaanuu based?
Jaanuu is headquartered in El Segundo, United States, in the North America region.
How does Jaanuu make money?
One revenue line is on record: direct Product Sales.
Who are Jaanuu's main competitors?
Direct peers on record are FIGS, Medelita (Mobb Scrubs), Koi Happiness, Healing Hands Scrubs, WonderWink and Landau Uniforms. Broad incumbents are Cherokee (Careismatic Brands) and Dickies Medical (VF Corporation). Emerging players are Mandala Scrubs and Dagacci Scrubs.
Does Jaanuu have an API?
No public API is recorded for Jaanuu.
What industry is Jaanuu in?
Jaanuu's product category is Medical Apparel. Its primary akta.pro industry code is CRAAALAF, Medical & Healthcare Uniforms (Scrubs, Lab Coats). Its NAICS code is 45811 and its SIC code is 5621.