Over The Moon

What Over The Moon does

Over The Moon is a New York-based direct-to-consumer e-commerce and editorial platform founded in 2015 that specializes in curated shopping, registry creation, and wedding/baby planning for affluent consumers. The company operates a single global Shopify-based storefront (overthemoon.com) aggregating approximately 8,795 SKUs across 1,000+ premium and boutique brands spanning fashion, bridal, accessories, jewelry, tabletop, home goods, children's items, and personalized/monogrammed merchandise. Its core products are Wedding Registry and Baby Registry services, differentiated by celebrity- and influencer-curated Dream Registries (featuring figures such as Aerin Lauder, Julia Berolzheimer, and Becca Bloom), expert Styling Services for brides and parents, a curated Wedding Vendor Directory, and a content-rich blog and social media presence on Instagram and Pinterest.

The business model is straightforward DTC retail: Over The Moon purchases inventory from brand partners and resells at retail price points ranging from under $50 to $2,900+, with periodic promotional discounts (e.g., 15% off via code FIREWORKS15) and free shipping offers. Registry creation is free; revenue accrues through subsequent product purchases by registrants and their gift-giving networks. Pricing is unit-based with quote-based pricing available for custom and monogrammed work. Customer acquisition relies heavily on content marketing, influencer partnerships via the Dream Registry program, organic social media, and email — rather than paid performance marketing at scale. The company operates with a lean team of 1-10 employees, with founder Alexandra Macon leading the editorial vision and VP of Merchandising Emilie Ghilaga Carlisle overseeing product curation. No outside funding rounds, acquisitions, or institutional ownership have been disclosed, and the company appears to be independently held and bootstrapped.

Name

Over The Moon

Legal name

Over The Moon

Website

https://overthemoon.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Over The Moon is a New York-based DTC e-commerce and editorial platform offering curated wedding and baby registries, fashion, home goods, and styling services, serving affluent couples and new parents through 1,000+ premium brands and influencer-curated Dream Registries.

Ownership category

akta.pro rank

Product category

Wedding and Baby Registry Retail

NAICS

Gift, Novelty, and Souvenir Retailers (459420), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Apparel & Accessory Stores (5600), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Gift, Novelty & Souvenir Variety Stores (CRAGAJAG)

akta.pro secondary industry

Seasonal & Holiday Gifts & Decor Retail (CRALAJAD)

Keywords

• Wedding registry
• Baby registry
• Curated lifestyle
• Home goods retail
• Fashion e-commerce

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: Direct retail of curated fashion, home goods, tabletop, jewelry, accessories, bridal, children's items, and gifts through an e-commerce platform. Products are sold at marked retail prices with periodic promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Over The Moon is a direct-to-consumer online retailer that specializes in wedding and baby registries, offering a curated selection of fashion, bridal, accessories, jewelry, tabletop, home, and children's products. The platform aggregates merchandise from more than 1,000 brands across 8,795 products and provides complimentary styling services to help customers build personalized registries.

Product overview

Over The Moon is an e-commerce platform offering curated wedding and baby registries as its core products, complemented by a multi-category fashion and lifestyle assortment. The platform operates as a unified shopping destination where users can create registries (Wedding Registry, Baby Registry), shop fashion (bridal, dresses, accessories), home goods (tabletop, kitchen, bedroom), children's items, and personalized monogram products. The offering integrates registry management with an extensive product catalog featuring over 1,000 brands and 8,795 products across fashion, home, gifts, and baby categories, with additional services including Dream Registries (influencer-curated wish lists), Styling Services, and a Wedding Vendor Directory.

Differentiator

Problem solved

Functional benefit

Products and services

• Wedding Registry
• Baby Registry
• Dream Registries
• Baby Bundle Sets
• The Directory
• Best of Registry Collections

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Anthropologie:

Direct peers

• BHLDN: Anthropologie's bridal and wedding-focused apparel, accessories, and registry brand. Direct competitor in bridal fashion and curated wedding shopping, with shared premium aesthetic and wedding-centric customer base.
• Zola: Direct competitor in online wedding (and now baby) registries. Targets the same engaged couples planning weddings and offers registry, website, and planning tools — the most direct head-to-head for Over The Moon's wedding registry business.
• MyRegistry.com: Universal registry aggregator letting couples add gifts from any retailer. Competes for registry mindshare among engaged couples and overlaps with OTM's bridal/baby registry audience.
• The Knot Registry: Operated by The Knot Worldwide, The Knot is a leading wedding planning and registry marketplace aggregating many of the same premium home and lifestyle brands Over The Moon curates, with deeper content and vendor directory scale.
• Joy (joy.com): Online wedding planning platform with cash funds, group gifting, and registry functionality. Competes for the same modern engaged couple demographic Over The Moon targets.

Broad incumbents

• Williams Sonoma: Premium kitchen, home, and entertaining retailer with a robust wedding registry program. Overlaps on tabletop, kitchen appliances, and home entertaining categories targeted by Over The Moon's home and registry customers.
• Crate & Barrel: Established home and tabletop retailer with a strong wedding registry business. Overlaps with Over The Moon on home, tabletop, and kitchen categories among the same affluent registry-creating demographic.
• Shopbop: Curated multi-brand fashion marketplace owned by Amazon. Comparable as a curated premium DTC marketplace across fashion, accessories, and bridal-adjacent categories for a similar affluent online shopper.
• Net-a-Porter: Global luxury multi-brand fashion marketplace. Comparable as a premium curated DTC retailer serving affluent female shoppers with designer fashion, jewelry, and accessories categories Over The Moon also carries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shopoverthemoon
• Instagraminstagram.com/overthemoon
• Pinterestpinterest.com/overthemoonwedding/_created

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 Over The Moon