Blunt
BLUNT Umbrellas is a New Zealand-based product design company that designs, manufactures, and sells premium engineered umbrellas through owned e-commerce stores in NZ, Australia, the UK, and the USA, serving design-conscious consumers, corporate clients, and outdoor enthusiasts with patented, modular, wind-resistant products.
- Company typePrivate
- Founded2011
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Blunt does
BLUNT Umbrellas is a New Zealand-based, founder-owned product design company that designs, manufactures, and commercializes premium engineered umbrellas. Founded in 2011 by Greig Brebner in Auckland, the company sells a portfolio of five core umbrella models (Metro, Classic, Exec, Sport, Beach) priced between NZD 129 and NZD 399, alongside a UV range, accessories (replacement sleeves, dog jackets), a flagship carbon-fiber model (Tempus), and a recurring limited-edition collaboration line. Core technology rests on two registered patents — patented BLUNT Tips and a radial tensioning system — supported by a modular, repairable architecture that allows canopy, frame, shaft, and handle to be replaced independently; wind-tunnel testing is cited at 115 km/h.
The business runs a hybrid go-to-market: direct-to-consumer e-commerce through owned storefronts in New Zealand, Australia, the UK, and the USA is the primary motion, augmented by a wholesale stockist network with a dedicated trade portal and a B2B corporate gifting program (minimum 150 units, 4-6 week lead time) serving enterprise clients such as Land Rover, Audi, Ecoya, Yealands, Triumph & Disaster, and Archibalds. Revenue per unit is one-time, with Afterpay installment payments and free shipping above NZD 80 lowering purchase friction. Customer segments include design-conscious individual consumers (primary), corporate B2B, beach and outdoor enthusiasts, and pet owners.
BLUNT supports a multi-channel marketing approach (Instagram, Facebook, YouTube, TikTok, LinkedIn, email newsletter, and earned media in outlets including the Wall Street Journal, WIRED, GQ, and Marie Claire) and operates a B Hub loyalty membership that extends warranty to four years and offers live repair tracking plus early access to limited editions. The company remains privately held and bootstrapped, having received only small Callaghan Innovation R&D grants (cumulative ~NZD 270k from 2016-2024) rather than institutional equity, and lists between 11 and 50 employees at its Auckland headquarters at 180 Great South Road, Epsom.
Blunt firmographics
Firmographics- Name
- Blunt
- Legal name
- BLUNT
- Website
- https://bluntumbrellas.co.nz
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BLUNT Umbrellas is a New Zealand-based product design company that designs, manufactures, and sells premium engineered umbrellas through owned e-commerce stores in NZ, Australia, the UK, and the USA, serving design-conscious consumers, corporate clients, and outdoor enthusiasts with patented, modular, wind-resistant products.
- Ownership category
- akta.pro rank
Where Blunt is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Blunt business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Direct E-commerce Sales: One-time purchase model through owned e-commerce storefronts across NZ, AU, UK, and USA markets. Products include umbrellas ranging from $129-$399 NZD, dog jackets at $79 NZD, and accessories (sleeves) at $23-$30 NZD. Afterpay installment payments available (4x payments).
- Corporate Branded Gifting: B2B corporate partnerships for custom-branded umbrellas with minimum quantity of 150 units. Full-service offering from design through delivery with 4-6 week timeline. Serves clients including Land Rover, Audi, Ecoya, and Yealands.
- Wholesale Distribution: Wholesale sales through registered stockists and trade partners. Wholesale portal accessible for trade ordering.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Metro - Compact umbrella for everyday use |
| One time/ perpetual license | Pay-as-you-go | Classic - Original full-length umbrella |
| One time/ perpetual license | Pay-as-you-go | Exec - Large full-length street umbrella |
| One time/ perpetual license | Pay-as-you-go | Sport - Maximum coverage for golf/sidelines |
| One time/ perpetual license | Pay-as-you-go | Beach - UV protection beach umbrella |
| One time/ perpetual license | Pay-as-you-go | Dog Jacket - Pet protective apparel |
| One time/ perpetual license | Pay-as-you-go | Umbrella Sleeves - Replacement accessories |
| Transaction based/ take rate | Multi-year contract | Corporate Branded Umbrellas - B2B custom orders |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
Blunt product offering
Product offeringCore offering
BLUNT designs, manufactures, and commercializes premium engineered umbrellas featuring patented BLUNT tips and a high-tension radial tensioning system. The portfolio spans compact (Metro), full-length (Classic, Exec), large (Sport), and beach umbrellas with UV protection, complemented by accessories and a B2B corporate branded gifting program.
Product overview
BLUNT is a human-centred product design company offering a portfolio of engineered umbrellas built for life. The core product line consists of five umbrella models: Metro (compact, collapsible), Classic (full-length traditional), Exec (largest full-length for two+), Sport (largest for golf/sidelines), and Beach (with sand anchoring). The UV Range offers Metro and Classic models with 50+ UPF protection. Limited Editions feature artist collaborations including FLOX, Karen Walker, Karl Maughan, and frank green. Accessories include replacement sleeves and dog jackets. B Hub membership provides extended warranty and repair tracking services. Corporate branded umbrella programs are available for business gifting with 150+ minimum orders. The company emphasizes modular, repairable design with patented BLUNT tips and radial tensioning system across all umbrellas.
Differentiator
Problem solved
Functional benefit
Products and services
- BLUNT Metro Compact, collapsible umbrella designed for life on the go, sized for one person with auto-open button and 360° spinning technology. Priced at $129 NZD.
- BLUNT Classic Original full-length stick umbrella inspired by tradition and engineered to endure. Priced at $159 NZD.
- BLUNT Exec Largest full-length street umbrella, generous enough for two or more people, with over-the-shoulder carry sleeve. Priced at $189 NZD.
- BLUNT Sport Largest umbrella in the BLUNT range, full-length and full coverage for the golf course or weekend sidelines with fiberglass shaft and ergonomic handle. Priced at $229 NZD.
- BLUNT Beach Umbrella Beach umbrella with 1.9m diameter canopy, 50+ UPF protection, sustainable recycled fabric, sand anchor kit, and 25-degree tilting. Priced at $399 NZD.
- BLUNT UV Umbrellas Metro and Classic UV umbrella variants with 50+ UPF rating blocking 99% of UV rays, including blackout canopy fabric meeting ARPANSA criteria.
- BLUNT Limited Editions Limited edition umbrella designs in collaboration with celebrated artists, designers and brands, including the FLOX Metro 2026 (Ahi) collaboration, Strawberry Matcha Latte capsule, and Clay Check patterns.
- BLUNT Tempus Sophisticated and stylish flagship umbrella, positioned as the pinnacle of the BLUNT range with premium carbon fiber construction.
- BLUNT Dog Jackets (Parks & Puddles) Polyester fleece-lined dog coats for pet rain protection and outdoor activities. Priced at $79 NZD in three sizes.
- BLUNT Umbrella Sleeves Replacement sleeves available for Metro, Coupe, Classic, Exec, and Sport umbrella models. Priced from $23-$30 NZD.
- BLUNT Corporate Branded Umbrellas Custom-branded umbrella corporate gifting program with minimum order of 150 units and 4-6 week lead time, including full design service. Serves clients including Land Rover, Audi, Ecoya, and Yealands.
Quantifiable outcome
- Wind tunnel tested to 115km/h (71.5 mph)
- +3 more outcomes
Companies that use Blunt
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Blunt technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Blunt partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered notable, minor and flagship.
- Land RovernotableCorporate branded umbrella partnership creating walking billboards for the automotive brand. Land Rover vehicles feature BLUNT umbrellas as branded merchandise.
- AudinotableCorporate branded umbrella partnership with the German automotive manufacturer.
- EcoyaminorAustralian-made premium candle brand collaboration for branded merchandise.
- YealandsminorNew Zealand wine brand partnership for branded umbrellas.
- Triumph & DisasterminorNew Zealand skincare/grooming brand collaboration for branded merchandise.
- ArchibaldsminorNew Zealand retail/wholesale partner for branded merchandise.
- FLOX (Fiona J. Scott)flagshipLong-standing artist collaboration spanning 2017-2026. Fifth collaboration together, featuring rich autumnal tones and intricate native flora and fauna. The Ahi (2026) collection is third chapter in elemental series. Partnership built on shared values and deep respect for nature.
- Karen WalkerflagshipMultiple collaborations from 2017-2024 including Filigree (jewellery-inspired print), Monogram, Birds, Wildflower, Chestnut, and Black designs. Whimsy meets wet weather with signature Karen Walker aesthetic.
- Kelly ThompsonnotableBotanical illustrator collaboration featuring autumn florals and delicate beauty of the season. Includes both Classic and Metro models.
- frank greennotableDesign-led brand collaboration pairing BLUNT's engineered performance with frank green's iconic reusable design. Limited edition set includes umbrella and matching Frank Green bottle in Plum and Petal colourway.
- Karl MaughannotableArtist collaboration featuring vibrant gardenscapes and ever-in-bloom compositions. Design drawn from Maughan's signature painted gardenscapes style.
- Studio BonminorCollaboration inspired by fresh produce and farmers market aesthetics, bringing playful joy and cheeky nostalgia to everyday items.
- Daimon DowneyminorBondi-based artist, designer and creative force. Sculptural form, bold colour and joyful geometry create a limited-edition umbrella that turns heads.
- Mister Mort (Mordechai Rubinstein)minorNew York designer reimagining the Metro with canopy collaged from vintage wardrobe. Celebrates everyday style and authenticity.
- Graham TipeneminorCelebrated Tā Moko artist collaboration inspired by Matariki (Māori New Year). Design captures spirit of dawn views at Takaparawhau.
- Forest & BirdnotableConservation organization collaboration featuring native sea and shore birds on canopy. Multiple years of collaboration with various Kiwi artists. Includes I Am Hope collaboration donating $20 per purchase to youth mental health.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Blunt competitors and assessment
Company assessmentDirect peers
- Davek: American premium umbrella brand built around reinforced frames and a lifetime loss-protection guarantee; comparable to BLUNT in targeting affluent, design-led consumers willing to pay a meaningful premium over commodity umbrellas.
- Knirps: German heritage compact umbrella brand with strong European retail distribution; overlaps with BLUNT in the compact, collapsible, premium everyday-umbrella category and in international brand positioning.
- Fulton Umbrellas: British heritage umbrella maker holding a Royal Warrant; comparable as a premium umbrella specialist with both consumer and wholesale/gifting distribution across the UK and beyond, similar to BLUNT's positioning in the British market.
- Swaine Adeney Brigg: British maker of luxury umbrellas and leather goods; ultra-premium peer comparable to BLUNT in heritage positioning, repairable construction philosophy, and appeal to gifting and bespoke customers.
- Senz Umbrellas: Dutch premium umbrella brand founded on patented asymmetric windproof design; sells directly to design-conscious consumers worldwide at premium price points, the closest analogue to BLUNT's patented, engineering-led premium positioning.
Broad incumbents
- Totes: Mass-market umbrella incumbent with broad retail distribution in the UK and US; not a premium peer but a useful benchmark for volume distribution, mainstream consumer pricing, and competitive overlap in the everyday-umbrella category BLUNT also targets.
- ShedRain: Established American umbrella brand with mass-market and corporate-gifting programs; comparable to BLUNT in serving both consumer and corporate/branded-umbrella demand, but at a more accessible price tier.
Emerging players
- Coolibar: US-based UV-protection apparel and accessories brand with sun-umbrella offerings; overlaps with BLUNT's UV umbrella line (UPF 50+) and beach umbrella range in the sun-protection use case, though its core is clothing rather than umbrella engineering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Blunt social profiles
Digital presenceBlunt financial estimates
Financial estimateRevenue estimate
Valuation estimate
Blunt leadership team
Management profileNumber of profiles
Profiles1 record
Blunt funding detail
Funding detailFunding overview
Funding rounds4 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Blunt 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 Blunt
What does Blunt do?
BLUNT designs, manufactures, and commercializes premium engineered umbrellas featuring patented BLUNT tips and a high-tension radial tensioning system. The portfolio spans compact (Metro), full-length (Classic, Exec), large (Sport), and beach umbrellas with UV protection, complemented by accessories and a B2B corporate branded gifting program.
Is Blunt a public or private company?
Blunt is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Blunt founded?
Blunt was founded in 2011. It employs 11 to 50 people.
Where is Blunt based?
Blunt is headquartered in Auckland, New Zealand, in the Oceania region.
How does Blunt make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are corporate Branded Gifting and wholesale Distribution.
Who are Blunt's main competitors?
Direct peers on record are Davek, Knirps, Fulton Umbrellas, Swaine Adeney Brigg and Senz Umbrellas. Broad incumbents are Totes and ShedRain. Coolibar is listed as an emerging player.
Does Blunt have an API?
No public API is recorded for Blunt.