Simple Modern
Simple Modern is a privately held Oklahoma-based consumer products company that designs and sells vacuum-insulated drinkware, bags, and licensed character lifestyle products to general consumers via direct-to-consumer e-commerce, US wholesale, and an exclusive Target partnership for toddler drinkware.
- Company typePrivate
- Founded2015
- HeadquartersMooreland, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Simple Modern does
Simple Modern is a privately held consumer products company founded in 2015 and headquartered in Moore, Oklahoma, that designs, sources, and sells reusable drinkware, bags, and lifestyle accessories. Its core product portfolio includes vacuum-insulated stainless steel water bottles (Mesa, Summit, Roam), tumblers (Trek, Classic, Voyager), coffee tumblers (Sidekick), barware (Ranger can coolers, Classic cocktail shakers, Rocks ice bucket), and a Hugo cold brew maker, alongside a kids sub-brand comprising Kids Trek and Kids Summit bottles, Ellis and Fletcher backpacks, Hadley lunch bags, Porter bento boxes, and Provision food jars. The company's core technology is vacuum insulation for temperature retention, with ceramic lining options in Signature lines for clean flavor and reusable stainless steel filters in the cold brew maker. A significant share of demand is generated through an extensive portfolio of licensed character collections with Disney, Marvel, Star Wars, Pixar, Harry Potter, NFL, NBA, NHL, NCAA, Hasbro, Mattel (Barbie), Nickelodeon, Universal, Epic Games (Fortnite), Sega (Sonic), Microsoft (Minecraft), and others.
Simple Modern generates revenue primarily through direct-to-consumer e-commerce at simplemodern.com, a US wholesale program for retail partners, an exclusive Target distribution partnership for toddler drinkware, a custom/bulk enterprise channel, and limited international DTC shipping to Canada. Products are priced from $9.99 (protein shakers) to $74.99 (backpacks), with volume discounts of $10 off $100+, $25 off $150+, and $50 off $200+. The company employs approximately 120 people and imports roughly $70 million in stainless steel products from China annually, a footprint that exposes it to 150% tariffs on Chinese goods and is driving exploration of domestic manufacturing. The company is founder-controlled, with Mike Beckham as co-founder and CEO, and has no disclosed institutional investors, parent company, or public listing.
Simple Modern firmographics
Firmographics- Name
- Simple Modern
- Legal name
- Simple Modern
- Website
- https://simplemodern.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Simple Modern is a privately held Oklahoma-based consumer products company that designs and sells vacuum-insulated drinkware, bags, and licensed character lifestyle products to general consumers via direct-to-consumer e-commerce, US wholesale, and an exclusive Target partnership for toddler drinkware.
- Ownership category
- akta.pro rank
Simple Modern industry classification
Industry- Product category
- Consumer Drinkware
- NAICS
- Gift, Novelty, and Souvenir Retailers (45942)
- akta.pro primary industry
- Home Fragrance, Candles & Small Giftables Retail (CRALAJAN)
- akta.pro secondary industry
- Alcohol Gift, Basket & Specialty Packaging Retail (CRANABAG)
Keywords
Where Simple Modern is headquartered
LocationHeadquarters
- HQ city
- Mooreland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Simple Modern business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure, Technology or R&D
Revenue model
- Product Sales: Direct-to-consumer and wholesale sales of drinkware products including water bottles, tumblers, travel mugs, barware, and accessories. Also sells bags and kids products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail pricing for individual consumers |
| Transaction based/ take rate | Pay-as-you-go | Wholesale program for approved retail partners |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Simple Modern product offering
Product offeringCore offering
Simple Modern designs and sells reusable insulated drinkware and adjacent lifestyle products — water bottles, tumblers, travel mugs, cold brew makers, barware (can coolers, cocktail shakers, ice buckets), kids hydration and lunch products (backpacks, lunch bags, bento boxes, food jars), and bags. Products are offered in a wide range of colors and licensed character collections (Disney, Marvel, Harry Potter, Star Wars, NFL, collegiate, and others), and are sold direct-to-consumer online and through a US wholesale/retail partner program.
Product overview
Simple Modern is a consumer drinkware and lifestyle products company offering a diverse portfolio of insulated drinkware, barware, kids products, and bags. The core product lines include Mesa (water bottles), Trek (tumblers), Summit (water bottles), Classic Tumbler, Voyager (tumblers/mugs), Sidekick (coffee tumblers), Roam (large bottles), and Hugo Cold Brew Maker for drinkware; Ranger Can Coolers, Cocktail Shakers, and Ice Buckets for barware. The kids sub-brand includes Kids Trek, Kids Summit bottles, Ellis and Fletcher backpacks, Hadley Lunch Bags, Porter Bento Boxes, and Provision Food Jars. The company also operates licensed collections featuring major franchises such as Disney, Marvel, Harry Potter, Star Wars, and others. Products are primarily manufactured in China and sold directly to consumers with a wholesale program available for U.S. retail partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Mesa insulated water bottles
- Trek tumblers
- Summit water bottles
- Classic tumblers
- Rally protein shakers and squeeze bottles
- Voyager tumblers and mugs
- Sidekick coffee tumblers
- Roam Bottle
- Hugo Cold Brew Maker
- Ranger Can Cooler
- Classic Cocktail Shaker
- Rocks Ice Bucket
- Kids Trek tumblers
- Kids Summit water bottles
- Ellis Backpack
- Fletcher Backpack
- Hadley Lunch Bag
- Porter Bento Box
- Provision Food Jar
- Ellie Snack Bag
- Licensed character collections
- Custom/Bulk branded merchandise program
Quantifiable outcome
- Product safety standards: BPA, regulated phthalates, lead, and cadmium free
- +1 more outcomes
Companies that use Simple Modern
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
Simple Modern technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Simple Modern partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core and minor.
- TargetcoreExclusive distribution partnership for toddler drinkware collection. Target sells the exclusive toddler drinkware collection at their retail locations.
- DisneycoreLicensed partner for Disney-branded products including Disney, Disney Princess, and other Disney properties. Major licensed collection partner.
- MarvelcoreLicensed partner for Marvel-branded products featuring Marvel superheroes and characters.
- Harry Potter (Warner Bros)coreLicensed partner for Harry Potter-branded products featuring Hogwarts and magical themes.
- Star Wars (Disney/Lucasfilm)coreLicensed partner for Star Wars-branded products featuring iconic Star Wars characters and imagery.
- PixarcoreLicensed partner for Pixar-branded products featuring Pixar movie characters.
- NFLcoreOfficial licensed partner for NFL team-branded products including can coolers, drinkware, and accessories.
- NBAcoreOfficial licensed partner for NBA team-branded products. Note: NBA and NCAA licensed products currently not available via wholesale.
- Collegiate Partners (NCAA)coreLicensed collegiate merchandise featuring various university brands. Note: NCAA licensed products currently not available via wholesale.
- HasbrocoreLicensed partner for Hasbro brands including Nerf, Play-Doh, and other Hasbro properties.
- Barbie (Mattel)coreLicensed partner for Barbie-branded products featuring the iconic Barbie brand.
- NickelodeoncoreLicensed partner for Nickelodeon-branded products featuring Nickelodeon characters.
- UniversalcoreLicensed partner for Universal Pictures and Universal Studios-branded products.
- Wicked (Universal)minorLicensed partner for Wicked movie merchandise.
- BlueycoreLicensed partner for Bluey-branded products featuring the popular Australian animated series.
- Sesame StreetcoreLicensed partner for Sesame Street-branded products featuring beloved Sesame Street characters.
- Fortnite (Epic Games)coreLicensed partner for Fortnite-branded products featuring the popular video game.
- Sonic (Sega)coreLicensed partner for Sonic the Hedgehog-branded products.
- Cocomelon (Moonbug)coreLicensed partner for Cocomelon-branded kids products featuring the popular YouTube series.
- Minecraft (Microsoft)coreLicensed partner for Minecraft-branded products featuring the popular sandbox video game.
- NHLcoreOfficial licensed partner for NHL team-branded products.
- Teenage Mutant Ninja Turtles (Paramount)coreLicensed partner for TMNT-branded products featuring the iconic turtles.
- Lilo & Stitch (Disney)coreLicensed partner for Lilo & Stitch-branded products.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Simple Modern competitors and assessment
Company assessmentBroad incumbents
- Hydro Flask (Helen of Troy): Hydro Flask is one of the original insulated water bottle brands, now owned by Helen of Troy. Directly competes with Simple Modern on vacuum-insulated stainless steel bottles and tumblers, particularly in the youth and outdoor segments.
- YETI Holdings: YETI is a publicly traded premium outdoor lifestyle brand and the category leader in insulated drinkware. Directly comparable to Simple Modern's core stainless steel bottles, tumblers, and can coolers, with much broader scale and retail footprint.
- Contigo (Newell Brands): Contigo is a mass-market leak-proof drinkware brand owned by Newell Brands. Comparable to Simple Modern on travel mugs and kids spill-resistant bottles at a more value-oriented price point.
- CamelBak (Vista Outdoor): CamelBak is an established hydration brand owned by Vista Outdoor with broad presence in bottles, kids drinkware, and outdoor backpacks. Comparable to Simple Modern's kids hydration and bag categories.
- Thermos LLC: Thermos is a long-established incumbent in vacuum-insulated drinkware with broader mass-market and kids product reach. Comparable to Simple Modern on core insulated technology and kids drinkware SKUs.
Direct peers
- S'well: S'well is a premium reusable bottle and tumbler brand with strong design and lifestyle positioning. Comparable to Simple Modern on DTC channels and stainless steel insulated product design language.
- Stanley (PMI Worldwide): Stanley (PMI Worldwide) competes head-on with Simple Modern in insulated tumblers and can coolers, with strong retail distribution and viral consumer brand momentum. Closest direct comparison on product mix and pricing.
- BruMate: BruMate is a DTC-focused insulated drinkware brand specializing in tumblers, can coolers, and barware. Highly comparable to Simple Modern's barware and tumbler lines, with a similar direct-to-consumer plus wholesale model.
- Owala (Bentley Capital): Owala is a fast-growing private-label challenger brand known for its patented FreeSip lid and colorful bottles. Directly competes with Simple Modern in the everyday insulated water bottle category targeting younger consumers.
- Takeya America: Takeya is a direct-to-consumer and retail brand offering insulated bottles, tumblers, and cold brew makers. Closely comparable to Simple Modern's Mesa, Trek, and Hugo cold brew product lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Simple Modern social profiles
Digital presenceSimple Modern financial estimates
Financial estimateRevenue estimate
Valuation estimate
Simple Modern leadership team
Management profileNumber of profiles
Profiles1 record
Simple Modern funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Simple Modern 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 Simple Modern
What does Simple Modern do?
Simple Modern designs and sells reusable insulated drinkware and adjacent lifestyle products — water bottles, tumblers, travel mugs, cold brew makers, barware (can coolers, cocktail shakers, ice buckets), kids hydration and lunch products (backpacks, lunch bags, bento boxes, food jars), and bags. Products are offered in a wide range of colors and licensed character collections (Disney, Marvel, Harry Potter, Star Wars, NFL, collegiate, and others), and are sold direct-to-consumer online and through a US wholesale/retail partner program.
Is Simple Modern a public or private company?
Simple Modern is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Simple Modern founded?
Simple Modern was founded in 2015. It employs 51 to 100 people.
Where is Simple Modern based?
Simple Modern is headquartered in Mooreland, United States, in the North America region.
How does Simple Modern make money?
One revenue line is on record: product Sales.
Who are Simple Modern's main competitors?
Broad incumbents on record are Hydro Flask (Helen of Troy), YETI Holdings, Contigo (Newell Brands), CamelBak (Vista Outdoor) and Thermos LLC. Direct peers are S'well, Stanley (PMI Worldwide), BruMate, Owala (Bentley Capital) and Takeya America.
Does Simple Modern have an API?
No public API is recorded for Simple Modern.
What industry is Simple Modern in?
Simple Modern's product category is Consumer Drinkware. Its primary akta.pro industry code is CRALAJAN, Home Fragrance, Candles & Small Giftables Retail, with a secondary code of CRANABAG, Alcohol Gift, Basket & Specialty Packaging Retail. Its NAICS code is 45942.