Princess Awesome
Princess Awesome is a Washington-based, women-run DTC children's apparel company founded in 2013 that designs themed, gender-stereotype-smashing dresses, shirts, and accessories across kids' and adult sizes, with a signature pocketed Twirler dress line, family matching, wholesale, and subscription boxes.
- Company typePrivate
- Founded2013
- HeadquartersWashington, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Princess Awesome does
Princess Awesome (legal entity Princess Awesome & Boy Wonder) is a Washington, USA-based direct-to-consumer children's apparel company founded in 2013 by co-founders Rebecca Melsky and Eva St. Clair. The company designs and sells themed dresses, shirts, bottoms, and accessories that intentionally subvert conventional gender norms, with deep collections across science, math, space, dragons, dinosaurs, animals, art, and vehicles. Its flagship construction is a "Twirler" dress with functional pockets — applied consistently across the line and to adult sizes — which functions as the brand's tactile differentiator and a recurring purchase hook. Princess Awesome extends the same thematic library across both kids' and adult sizes (up to 32–34) through a dedicated Adults collection and a 89-SKU Family Matching program that intentionally enables cross-generational coordination.
The company's technology footprint is a standard Shopify e-commerce storefront configured for multi-currency selling (USD, CAD, AUD, GBP, EUR, JPY) and supported by a wholesale channel and a recurring-revenue subscription box program (Kids from $128, Adult from $200). Ancillary revenue mechanics include a furoshiki-style branded gift wrap service ($10), digital gift certificates, and discount/loyalty programs for teachers, military families, and email subscribers. Distribution is overwhelmingly DTC with a smaller reseller channel and global shipping; no mobile app, public API, or programmatic integrations are offered.
Princess Awesome is privately held, founder-owned, and bootstrapped except for a single small capital raise of $215,691 in April 2017 of unspecified investor composition. Headcount sits in the 11–50 band; the company self-identifies as "a small company run by women" and positions ethical manufacturing as part of its brand promise. Customer satisfaction is evidenced by a 4.9/5 average across 4,117 storefront reviews. The principal growth levers visible in the data are adult-line expansion, family-matching SKUs, and recurring subscription revenue — all organic rather than capital-fueled.
Princess Awesome firmographics
Firmographics- Name
- Princess Awesome
- Legal name
- Princess Awesome & Boy Wonder
- Website
- https://princess-awesome.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Princess Awesome is a Washington-based, women-run DTC children's apparel company founded in 2013 that designs themed, gender-stereotype-smashing dresses, shirts, and accessories across kids' and adult sizes, with a signature pocketed Twirler dress line, family matching, wholesale, and subscription boxes.
- Ownership category
- akta.pro rank
Princess Awesome industry classification
Industry- Product category
- Children's Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Kids & Baby Specialty Department Stores (CRAGAGAD)
- akta.pro secondary industry
- Novelty & Humor Gifts Retail (CRALAJAB)
Keywords
Where Princess Awesome is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Markets served
Princess Awesome business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales (One-time): Core revenue from selling dresses, shirts, bottoms, and accessories. Products are primarily one-time purchase items with sizes ranging from 2T to 32-34 for adults. Average dress prices $40-$105 depending on style and age group.
- Subscription Boxes (Recurring): Monthly subscription boxes for both kids and adults delivering curated clothing selections. Kids Subscription Box from $128, Adult Subscription Box from $200. This provides predictable recurring revenue and customer retention.
- Gift Wrap Service: Furoshiki-inspired fabric gift wrapping service using brand fabric at $10 per order. An add-on service that enhances the customer experience and adds incremental revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Kids Dresses (Super Twirler, Play Dress, Sleeveless) |
| Unit Pricing | Pay-as-you-go | Adult Dresses |
| Unit Pricing | Pay-as-you-go | Kids Shirts (Polo, Henley, T-Shirt) |
| Unit Pricing | Pay-as-you-go | Adult Shirts |
| Unit Pricing | Pay-as-you-go | Bottoms (Leggings, Shorts, Lounge Pants) |
| Subscription | Monthly | Kids Subscription Box |
| Subscription | Monthly | Adult Subscription Box |
| Unit Pricing | One time/ perpetual license | Gift Wrap Service |
| Unit Pricing | Pay-as-you-go | Accessories (Necklaces, Earrings) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Princess Awesome product offering
Product offeringCore offering
Princess Awesome designs, sources, and sells themed children's and family clothing — primarily pocketed dresses, shirts, bottoms, and science/math/dragon-themed accessories — through its own Shopify e-commerce storefront, complemented by subscription boxes, a wholesale program, and a furoshiki gift wrap service. The brand's Boy Wonder sub-brand extends the same thematic product approach to boys' and men's clothing for family matching.
Product overview
Princess Awesome & Boy Wonder is an online children's clothing company run by women, offering themed dresses, shirts, and accessories that break gender stereotypes. The core product is their pocketed Super Twirler dress line available in over 20 themed collections including Science & Math, Air & Space, Dragons & Unicorns, Animals, Art & Music, Vehicles, and Magic & Adventure. The brand sells both Princess Awesome (girls' line) and Boy Wonder (boys' line) collections, with most designs available in both children's and adult sizes for family matching. Additional offerings include Accessories & Jewelry featuring science-themed pieces, Subscription Boxes (Kids from $128, Adults from $200), and a Furoshiki-style Gift Wrap Service ($10). The company emphasizes ethical manufacturing and high-quality construction, with a 4.9/5 average rating from 4,117 reviews.
Differentiator
Problem solved
Functional benefit
Brands
- Princess Awesome: Primary brand offering girls' and women's clothing with thematic designs featuring science, math, space, dragons, dinosaurs, and other geeky themes, emphasizing pockets in all designs.
- Boy Wonder
Products and services
- Pocketed Dresses (Princess Awesome & Boy Wonder) Twirly, pocketed dresses for children and adults in over 20 themed collections including Air & Space, Animals, Dinosaurs, Dragons & Unicorns, Science & Math, Vehicles, Art/Books/Music, and Magic & Adventure. Sold direct to consumers via princess-awesome.com.
- Shirts & Tops Short-sleeve polo shirts, henley tees, and raglan tops for children and adults featuring geek-themed prints such as science symbols, dinosaurs, space motifs, books, and dragons.
- Bottoms (Leggings, Shorts, Lounge Pants) Shorts, leggings, and lounge pants for children and adults including geometric space leggings, drawstring shorts with pockets, and foldover lounge pants with various geek-themed prints.
- Accessories & Jewelry Science- and literature-themed jewelry and accessories (necklaces and earrings) for adults, including DNA Earrings, Klein Bottle Earrings, Fibonacci Necklace, Solar System Necklace, Jane Austen Necklace, and Book with Pages Necklace.
- Subscription Boxes (Kids & Adult) Recurring subscription boxes delivering curated themed clothing selections. Kids Subscription Box from $128 and Adult Subscription Box from $200, billed monthly.
- Gift Wrap Service Furoshiki-inspired fabric gift wrap service priced at $10 per order, including a 24-inch fabric square, custom shield button, and handwritten gift note — an eco-friendly alternative to paper gift wrap.
- Gift Certificates Digital gift certificates available for purchase, allowing customers to gift Princess Awesome & Boy Wonder products.
- Boy Wonder Sub-brand Collection Sub-brand collection under Princess Awesome & Boy Wonder offering science-, dragon-, and space-themed shirts and clothing for boys and men, designed to coordinate with the Princess Awesome girls' and women's line.
Quantifiable outcome
- 4.9/5 average customer rating based on 4,117 reviews
- +1 more outcomes
Companies that use Princess Awesome
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Princess Awesome technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Princess Awesome partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Princess Awesome competitors and assessment
Company assessmentDirect peers
- Tea Collection: DTC children's clothing brand selling globally-inspired designs with extended sizing and a strong storytelling/content model. Closely comparable on DTC kidswear, themed collections, and multi-currency international e-commerce operations.
- Hanna Andersson: Premium DTC children's clothing brand with strong family matching/coordination positioning. Comparable on kids' apparel, parent-and-me matching, and ethical manufacturing narrative that overlaps directly with Princess Awesome's family matching value prop.
- Mini Boden: Boden's kids' sub-line focused on colorful, playful prints and family coordination. Direct comparable on themed prints, matching family assortments, and DTC-plus-wholesale distribution.
- Primary: DTC basics brand offering colorful, gender-neutral children's clothing with a flat-pricing model. Competes directly on gender-inclusive kids' apparel and DTC-first distribution that mirrors Princess Awesome's Shopify-led model.
- Boden: British family clothing brand known for colorful, whimsical prints with coordinated kids/adult ranges. Comparable on family matching, themed prints, and offering a broad age-range (kids to adult) assortment.
- Posh Peanut: DTC family/kids' apparel brand built around matching outfits, themed prints, and a subscription-adjacent model. Directly comparable on family matching, themed limited-edition drops, and influencer-driven social commerce.
Emerging players
- Smarty Pants (kids' apparel): Small-batch kids' apparel brand featuring intellectual/science-themed prints and matching family options. Closely comparable niche on STEM-themed children's clothing for the same psychographic target customer.
- Kiel James Patrick: Heritage New England-style brand offering matching family clothing and accessories with a strong identity-driven narrative. Comparable on family matching, niche brand storytelling, and themed product lines.
Broad incumbents
- ModCloth: Vintage- and whimsy-inspired apparel retailer with a strong adult following, including geek/nerdy themes. Comparable on the adult side of Princess Awesome's catalog (novelty/themed dresses, inclusive sizing) and the brand's playful aesthetic.
- Cat & Jack (Target): Target's flagship mass-market children's apparel brand offering inclusive, gender-neutral basics at scale. Sets the competitive baseline on price, breadth, and convenience that any independent kidswear brand must outperform on differentiation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Princess Awesome social profiles
Digital presencePrincess Awesome financial estimates
Financial estimateRevenue estimate
Valuation estimate
Princess Awesome leadership team
Management profileNumber of profiles
Profiles2 records
Princess Awesome funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Princess Awesome 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 Princess Awesome
What does Princess Awesome do?
Princess Awesome designs, sources, and sells themed children's and family clothing — primarily pocketed dresses, shirts, bottoms, and science/math/dragon-themed accessories — through its own Shopify e-commerce storefront, complemented by subscription boxes, a wholesale program, and a furoshiki gift wrap service. The brand's Boy Wonder sub-brand extends the same thematic product approach to boys' and men's clothing for family matching.
Is Princess Awesome a public or private company?
Princess Awesome is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Princess Awesome founded?
Princess Awesome was founded in 2013. It employs 11 to 50 people.
Where is Princess Awesome based?
Princess Awesome is headquartered in Washington, United States, in the North America region.
How does Princess Awesome make money?
Three revenue lines are on record. Product Sales (One-time) is the primary driver. The others are subscription Boxes (Recurring) and gift Wrap Service.
Who are Princess Awesome's main competitors?
Direct peers on record are Tea Collection, Hanna Andersson, Mini Boden, Primary, Boden and Posh Peanut. Emerging players are Smarty Pants (kids' apparel) and Kiel James Patrick. Broad incumbents are ModCloth and Cat & Jack (Target).
Does Princess Awesome have an API?
No public API is recorded for Princess Awesome.
What industry is Princess Awesome in?
Princess Awesome's product category is Children's Apparel. Its primary akta.pro industry code is CRAGAGAD, Kids & Baby Specialty Department Stores, with a secondary code of CRALAJAB, Novelty & Humor Gifts Retail. Its NAICS code is 458110 and its SIC code is 5651.