Stripe & Stare
Stripe & Stare is a British female-founded B-Corp that designs and sells sustainable women's underwear, bras, pyjamas, and men's boxers via direct-to-consumer e-commerce, built on OEKO-TEX-certified TENCEL™ Modal fibres and targeting comfort- and sustainability-oriented consumers globally.
- Company typePrivate
- Founded2017
- HeadquartersYelverton, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Stripe & Stare does
Stripe & Stare is a British female-founded, B-Corp certified direct-to-consumer intimate apparel and sleepwear brand headquartered in Yelverton, United Kingdom, founded in 2017. The company designs, sources, and sells women's underwear (across eight distinct knicker shapes and multiple bra styles), pyjama sets, men's boxers, and accessories, with all products built around TENCEL™ Modal fibres — an OEKO-TEX® certified, sustainably sourced material from Lenzing AG — and proprietary trim technologies including a biodegradable Eco Lace and signature ZigZag Lace collection.
The business operates almost entirely through its own e-commerce storefronts (stripeandstare.com and a dedicated us.stripeandstare.com for the US market) with global shipping via DHL Express, supplemented by select retail stockists. Monetisation combines one-time unit purchases (£18 single knickers, £30-£40 bras), multi-pack bundling (30% off 3+ items, four-packs, Discovery Packs), a mix-and-match Set Builder with up to 15% off, and a Comfort Club recurring subscription. Pricing, marketing, and product development are uniformly oriented around three propositions: comfort (marketed as "World's Comfiest Knickers"), sustainability (B-Corp, OEKO-TEX®, biodegradable lace), and inclusive fit.
In January 2022 the company secured £2.5 million in growth equity led by BGF, with proceeds used to scale workforce and headquarters capacity; at the time of the round the company reported 100% annual revenue growth for the preceding three years. Co-founders include Katie Lopes and Nicola Piercy. Stripe & Stare has since extended into sleepwear (2023), launched the ZigZag Lace collection (2024), and operates year-round limited edition print drops, with 65,000+ verified 5-star reviews cited as social proof.
Stripe & Stare firmographics
Firmographics- Name
- Stripe & Stare
- Legal name
- Stripe & Stare
- Website
- https://stripeandstare.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Stripe & Stare is a British female-founded B-Corp that designs and sells sustainable women's underwear, bras, pyjamas, and men's boxers via direct-to-consumer e-commerce, built on OEKO-TEX-certified TENCEL™ Modal fibres and targeting comfort- and sustainability-oriented consumers globally.
- Ownership category
- akta.pro rank
Stripe & Stare industry classification
Industry- Product category
- Women's Intimate Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Intimates, Lingerie & Sleepwear Retail (CRAAABAF)
- akta.pro secondary industry
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
Keywords
Where Stripe & Stare is headquartered
LocationHeadquarters
- HQ city
- Yelverton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Stripe & Stare business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: Direct-to-consumer sales of underwear, bras, and pyjamas through e-commerce platform. Revenue driven by individual purchases, multipacks, and subscription model.
- Subscription (Comfort Club): Repeat purchase subscription program offering convenience and loyalty benefits for ongoing customers.
- Multi-pack Bundling: Bulk discounts incentivize larger purchases (30% off 3+ items, four packs, eight packs), increasing average order value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual knickers starting at £18 |
| Unit Pricing | Pay-as-you-go | Four-pack knickers at £50 (30% discount) |
| Unit Pricing | Pay-as-you-go | Bras ranging from £30-£40 |
| Other | Pay-as-you-go | Free shipping threshold at £40 UK |
| Hybrid | Pay-as-you-go | Set Builder Bundle Discount |
| Subscription | Monthly | Subscription Program - Comfort Club |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Stripe & Stare product offering
Product offeringCore offering
Stripe & Stare is a direct-to-consumer apparel brand selling women's underwear, bras and pyjamas made primarily from OEKO-TEX certified TENCEL™ Modal fibres. The product range covers 8 distinct knicker shapes, multiple bra styles, and sleepwear sets, sold globally through its own e-commerce storefronts and select retail stockists, with a Comfort Club subscription for repeat customers.
Product overview
Stripe & Stare is a British female-founded B-Corp specializing in sustainable women's underwear and sleepwear. The product portfolio centers on knickers available in 8 distinct shapes (Original, High Rise, Mid Rise High Leg, Brazilian, Thong, Hipster, Boxer, and more) and bras with multiple styles (Smooth Sculpt Padded, Lace Plunge, Triangle, T-Shirt, Crossover, Demi, Lace Square). The company has expanded into sleepwear including pyjama sets (long and short), with products made primarily from TENCEL™ Modal fibers. Additional offerings include men's boxers, accessories like laundry bags, gift cards, and a subscription service (Comfort Club). The business model emphasizes sustainability credentials (B-Corp, OEKO-TEX® certified fibers), comfort-focused design (non-wired bras), and direct-to-consumer e-commerce through their Shopify platform. Products are sold in singles, multipacks (Discovery Packs, Four Packs), and seasonal limited edition collections.
Differentiator
Problem solved
Functional benefit
Products and services
- The Original Knicker Signature classic brief made from ultra-soft TENCEL™ Modal fibres, with delicate lace trim, sitting at the low hip with ample back coverage, designed to stay in place without riding up. Intended for women seeking everyday comfort underwear.
- High Rise Knicker Brief-style underwear sitting higher at the waist with generous back coverage, offering a smooth, tucked-in feel without digging, rolling, or riding up. For women seeking higher-waisted comfort underwear.
- Mid Rise High Leg Knicker In-between fit knicker sitting higher than the Original with more coverage and a higher-cut leg for a flattering, leg-lengthening silhouette. For women wanting an elevated-leg brief.
- Brazilian Knicker Subtly cheeky brief with more minimal back coverage and delicate lace trim, designed to sit softly against the skin for a barely-there feel. For women seeking minimal-coverage comfort underwear.
- Thong Minimal coverage thong with low rise and streamlined silhouette, designed to sit smooth across hips and stay in place without digging or shifting. For women wanting minimal-coverage underwear.
- Hipster Knicker Relaxed-fit brief sitting lower on the waist with full coverage across the leg and back. Inspired by the classic boyshort shape, reimagined with a softer, more feminine feel. For women wanting fuller-coverage brief underwear.
- Women's Boxer Boxer-style underwear for women, offering relaxed coverage with feminine styling. For women wanting boxer-style comfort underwear.
- Men's Boxer Boxer shorts for men, extending Stripe & Stare's comfort-focused approach beyond women's underwear. For men seeking sustainable boxer underwear.
- Smooth Sculpt Padded Bra Non-wired padded bra with shaping and smoothing properties, lightly padded cups creating a modern sporty silhouette with medium support and seamless finish. Priced at £40. For women wanting everyday shaping and support.
- Lace Plunge Bra Non-padded plunge bra with high-apex design and cloud-soft cups, offering light to medium support with signature lace trim and a flattering plunge silhouette. Priced at £35. For women wanting a plunge neckline.
- Triangle Bra Lightly supportive triangle-style bra with lace trim, deeper plunge neckline, and scalloped lace underband for a modern, laid-back silhouette. For women wanting light support with style.
- T-Shirt Bra Non-padded everyday bra with wide underband and scoop neckline, offering gentle support and natural shape, designed to be invisible under clothing. Priced at £30. For women wanting invisible everyday wear.
- Crossover Bra Wrap-style front bra with lace-trimmed back, offering light support and natural shape, perfect for everyday wear with signature soft, breathable fabric. For women wanting a wrap-style light support bra.
- Demi Bra Low neckline demi-style bra with light padding and flattering centre-front cut, featuring delicate ZigZag lace and medium support for all-day comfort. For women wanting demi-cup light padding comfort.
- Short Pyjama Set Short-sleeve pyjama set crafted from breathable, sustainable TENCEL™ fibres, designed for lounging, sleeping and everyday wear. For women seeking sustainable short-sleeve sleepwear.
- Long Pyjama Set Full-length pyjama set in classic styles and prints, made from sustainable TENCEL™ fibres for all-night comfort. For women seeking sustainable long-sleeve sleepwear.
- Soft Brushed Woven Pyjamas Premium brushed woven fabric pyjamas offering ultra-soft comfort for sleep and lounging. For women wanting premium-feel woven pyjamas.
- Discovery Knicker Pack Introductory multi-pack offering a variety of knicker styles and colours for customers to discover their preferred fit. For first-time customers and gift purchasers.
- Laundry Bag Protective laundry bag designed to preserve the shape and longevity of delicate underwear, with a zip-top closure fitting multiple knickers. For existing customers extending product care.
- E-gift Card Digital gift card available in variable amounts for gifting Stripe & Stare products. For gift purchasers.
- Comfort Club Subscription Subscribe & Save programme offering discounts on regular purchases of underwear and sleepwear products. For repeat customers seeking convenience and loyalty pricing.
Quantifiable outcome
- 100% annual revenue growth for 3 consecutive years
- +2 more outcomes
Companies that use Stripe & Stare
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Stripe & Stare technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Stripe & Stare partnerships and signals
Strategic signalScale indicators5 records
Recent moves7 records
Expansion highlights5 records
Stripe & Stare competitors and assessment
Company assessmentDirect peers
- ThirdLove: US DTC bra brand offering half-cup sizing and direct-to-consumer fit innovation. Comparable digitally native intimates challenger addressing fit and comfort pain points.
- Organic Basics: Danish sustainable essentials DTC brand offering underwear, bras, and activewear made from organic cotton and TENCEL. Direct competitor in the sustainable intimates DTC niche.
- TomboyX: US DTC intimates brand known for gender-inclusive sizing and sustainable positioning. Similar digitally-led growth, certification-driven brand, and category-extension strategy.
- MeUndies: US-based DTC underwear and loungewear brand famous for its membership/subscription model and direct-to-consumer e-commerce. Highly comparable GTM and product breadth.
- Parade: US DTC intimates brand targeting Gen Z with sustainable fabrics and bold marketing. Direct competitor in the values-driven, digital-first intimates category.
- Boody: Australian sustainable basics brand using bamboo-derived fabrics for underwear, bras, and sleepwear. Closely comparable DTC model with sustainability-led positioning and similar target consumer.
- Knix: Canadian DTC intimates and leakproof apparel brand with a strong subscription and repeat-purchase model. Comparable expansion from underwear into adjacent categories.
Broad incumbents
- Victoria's Secret: Leading global intimates and loungewear retailer and brand. Defines mainstream category expectations and is increasingly launching sustainable and comfort-focused lines that compete with DTC offerings.
- Calvin Klein (intimates): Global intimates and underwear brand with massive scale and broad distribution. Sets the competitive benchmark on price, brand awareness, and retail availability that DTC peers must differentiate against.
Emerging players
- CUUP: US DTC brand focused on minimalist, well-fitting bras and underwear. Overlaps in the digitally native, design-forward intimates segment but with a narrower product line.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Stripe & Stare social profiles
Digital presenceStripe & Stare compliance and trust
Trust signalCompliance2 records
Stripe & Stare financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stripe & Stare leadership team
Management profileNumber of profiles
Profiles2 records
Stripe & Stare funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stripe & Stare 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 Stripe & Stare
What does Stripe & Stare do?
Stripe & Stare is a direct-to-consumer apparel brand selling women's underwear, bras and pyjamas made primarily from OEKO-TEX certified TENCEL™ Modal fibres. The product range covers 8 distinct knicker shapes, multiple bra styles, and sleepwear sets, sold globally through its own e-commerce storefronts and select retail stockists, with a Comfort Club subscription for repeat customers.
Is Stripe & Stare a public or private company?
Stripe & Stare is a private company. It is classified as venture growth investor backed and is currently operating.
When was Stripe & Stare founded?
Stripe & Stare was founded in 2017. It employs 11 to 50 people.
Where is Stripe & Stare based?
Stripe & Stare is headquartered in Yelverton, United Kingdom, in the Europe region.
How does Stripe & Stare make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription (Comfort Club) and multi-pack Bundling.
Who are Stripe & Stare's main competitors?
Direct peers on record are ThirdLove, Organic Basics, TomboyX, MeUndies, Parade, Boody and Knix. Broad incumbents are Victoria's Secret and Calvin Klein (intimates). CUUP is listed as an emerging player.
Does Stripe & Stare have an API?
No public API is recorded for Stripe & Stare.
What industry is Stripe & Stare in?
Stripe & Stare's product category is Women's Intimate Apparel. Its primary akta.pro industry code is CRAAABAF, Intimates, Lingerie & Sleepwear Retail, with a secondary code of CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands. Its NAICS code is 45811 and its SIC code is 5621.