Ovenly

What Ovenly does

Ovenly is a Brooklyn-based premium bakery brand founded in 2010 that operates a direct-to-consumer business through both owned retail bakeshops in Brooklyn and a Shopify-powered e-commerce storefront. The company sells cookies, cakes, cookie dough, baking mixes, and a published cookbook to general consumers and to consumers with dietary restrictions seeking gluten-free, vegan, or dairy-free options. Its product portfolio is anchored on signature items such as the Brooklyn Blackout Cake (made with Brooklyn Brewery's Black Chocolate Stout), the Salted Chocolate Chip Cookie (secretly vegan), the Salted Peanut Butter Cookie, and the Hot Chocolate Cookie, all developed in small batches with high-quality ingredients at the "intersection of savory and sweet."

The technology footprint is intentionally light: Shopify powers online commerce, Squarespace hosts the recipe and brand content library, and AudioEye is used for WCAG accessibility monitoring. There are no proprietary algorithms, APIs, AI/ML components, or data products identified; product URLs and image assets confirm a content-and-commerce rather than software-led architecture. Distribution is purely owned-channel — Brooklyn retail bakeshops and the oven.ly website — with no disclosed wholesale, hospitality, or marketplace accounts.

The business model is one-time product sales across fresh baked goods, shelf-stable baking mixes, cookie dough, and a cookbook, supplemented by content marketing through the recipe platform, organic social (Instagram), and earned media across Bon Appétit, Eater, NPR, Vogue, TODAY, and other outlets. Ovenly is privately held with no disclosed ownership structure; the only priced capital event on record is a $175,000 seed round from 37 Angels in June 2016, with a subsequent $0 event from LunaCap Ventures in August 2016, and an "Investor Deck 2026" reference signaling potential future fundraising.

Name

Ovenly

Legal name

Ovenly

Website

https://oven.ly

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Ovenly is a Brooklyn-based premium bakery brand that sells cookies, cakes, cookie dough, baking mixes, and a cookbook through Brooklyn retail bakeshops and a Shopify e-commerce site, targeting consumers who want inventive sweet-savory baked goods and dietary-inclusive options.

Ownership category

akta.pro rank

Product category

Artisan Bakery Products

NAICS

Retail Bakeries (311811), Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050)

akta.pro primary industry

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA)

akta.pro secondary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

Keywords

• Artisan bakery products
• Specialty cookies
• Custom cakes
• Gluten-free baked goods
• Baking mixes

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Bakery Product Sales: Ovenly generates revenue through the sale of bakery products including cookies, cakes, cookie dough, and baking mixes, sold both at retail bakeshop locations and through their e-commerce website.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Ovenly is a Brooklyn-based premium bakery that produces and sells small-batch baked goods specializing in inventive flavor combinations at the intersection of savory and sweet. The company's product line includes signature cookies (Salted Chocolate Chip, Salted Peanut Butter, Hot Chocolate), signature cakes (Brooklyn Blackout Cake), quickbreads, muffins, cookie dough, baking mixes, and a published cookbook, with gluten-free and vegan options available. Products are sold through Ovenly-owned retail bakeshops in Brooklyn and via a Shopify-powered e-commerce website with shipping.

Product overview

Ovenly is a premium Brooklyn-based bakery brand offering a portfolio of baked goods centered on inventive flavor combinations at the intersection of savory and sweet. The core product line includes signature cookies (Salted Chocolate Chip, Salted Peanut Butter, Hot Chocolate Cookie), cakes (Brooklyn Blackout Cake), quickbreads (Pumpkin Olive Oil Quick Bread), and muffins (Blueberry Cornflake Muffins). The company also offers gluten-free and secretly vegan specialty items. Beyond physical retail locations, Ovenly sells cookie dough, baking mixes, and a cookbook, enabling customers to experience their products both in-store and at home. All products are developed in small batches with high-quality ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Salted Chocolate Chip Cookie Bestselling cookie featuring dark chocolate chips with a balance of sweet and salty, made with a secretly vegan recipe using oil instead of butter. Sold individually in-store and online.
• Salted Peanut Butter Cookie Rich and chewy peanut butter cookie with a pinch of sea salt, made with naturally gluten-free and dairy-free ingredients.
• Brooklyn Blackout Cake Two-layer chocolate cake made with Brooklyn Brewery's Black Chocolate Stout and cocoa noir, filled and frosted with dark chocolate pudding buttercream with hints of malt.
• Hot Chocolate Cookie Gluten-free cookie filled with milk chocolate chips and vegan marshmallows, made with almond flour and Dutch-process cocoa.
• Pumpkin Olive Oil Quick Bread Seasonal quick bread made with olive oil, pumpkin puree, and warming spices, topped with pepitas and turbinado sugar.
• Blueberry Cornflake Muffins Breakfast muffin topped with crispy cornflakes, made with blueberries and finished with a butter-sugar cornflake topping.
• Cookie Dough Raw cookie dough available for purchase, allowing customers to bake fresh Ovenly cookies at home.
• Baking Mixes Pre-packaged baking mixes for home use, enabling customers to recreate Ovenly's signature baked goods.
• Ovenly Cookbook Published cookbook featuring Ovenly's signature recipes, including twists on classic baked goods combining sweet and savory flavors, available for sale at all Ovenly bakeshops.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• Brooklyn BreweryminorOthersBrooklyn Brewery supplies their Black Chocolate Stout for use in Ovenly's signature Brooklyn Blackout Cake recipe. This is an ingredient sourcing partnership rather than a formal business alliance.
• ShopifycoreTechnology or IntegrationShopify provides the e-commerce platform that hosts Ovenly's online store, enabling them to sell products and services to customers online.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Levain Bakery: NYC-based premium bakery famous for oversized cookies and pastries, with both retail storefronts and nationwide shipping — directly comparable to Ovenly on product category (cookies/baked goods), premium positioning, and NYC origin.
• Amy's Bread: Manhattan-based artisan bakery producing breads, cookies, and cakes for retail and wholesale — comparable to Ovenly on artisanal small-batch production and NYC foodservice/retail footprint.
• Fat Witch Bakery: NYC brownie-focused specialty bakery with national e-commerce shipping — comparable to Ovenly in the small-batch, NYC-based, premium DTC baked-goods category.
• Baked: Brooklyn-based specialty bakery offering brownies, cookies, and gifts online — directly comparable to Ovenly on Brooklyn origin, premium gifting positioning, and direct-to-consumer shipping.
• Magnolia Bakery: Iconic NYC bakery with multiple retail locations and shipping, best known for cupcakes and banana pudding — overlaps Ovenly in NYC retail bakery competition and DTC shipping of signature baked goods.
• Milk Bar: Christina Tosi-founded bakery brand selling cakes, cookies, and soft serve through retail stores and nationwide e-commerce — competes with Ovenly on inventive flavor profiles, DTC shipping, and a media-driven brand identity.
• Eleni's New York: NYC-based specialty bakery selling cookies, cupcakes, and custom cakes online and at retail — directly comparable to Ovenly on product mix, NYC origin, and custom-order/DTC model.
• Jacques Torres Chocolate: NYC premium chocolate and baked-goods brand with retail locations and a strong DTC/online presence — comparable to Ovenly on premium NYC origin, retail + e-commerce omnichannel, and gifting-driven DTC.

Emerging players

• Lulu Cake Boutique: NYC bakery specializing in cakes and sweet treats with both retail and online ordering — overlaps Ovenly in NYC specialty cake/cookie retail with custom and DTC order capability.
• Sticky's Finger Joint: NYC-born cookie concept with retail locations and a small DTC offering — overlaps Ovenly on cookie-centric product line and NYC origin, but smaller footprint and more limited media profile.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/ovenly
• LinkedInlinkedin.com/company/ovenly

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ovenly