TO THE MARKET

What TO THE MARKET does

TO THE MARKET is a US-domiciled, founder-led private company that connects businesses to vetted ethical and sustainable manufacturers across the global apparel and accessories supply chain. The company operates two integrated offerings: TRACERA (also branded traceVera), a supply chain software platform providing 360° supplier assessment, dynamic compliance scoring, third-party on-site validation, automated costing and line-sheet tools, and aggregated order-level impact reporting mapped to ISO 14040/44 standards; and Global Good, a direct-to-consumer and wholesale sub-brand selling ethically sourced apparel (t-shirts, hoodies, crewnecks, polo shirts) made from organic and recycled materials.

The underlying technology is a proprietary supplier vetting framework branded T.R.A.C.E. (Transparent, Responsible, Authentic, Conscious, Ethical) with a 90+ question supplier self-assessment, combined with continuous scoring, certification alerts, and impact quantification. The business model combines three revenue streams: subscription-based TRACERA SaaS for enterprise clients, custom sourcing services delivered by an enterprise field-sales team, and unit-priced direct/wholesale apparel sales through a Shopify storefront. Customer segments span corporations, higher education institutions, fraternal and honor societies, schools, and SMBs seeking documented ethical sourcing and quantified sustainability outcomes.

The company, founded in 2016 by Jane Mosbacher Morris and headquartered in Lexington, Delaware-domiciled, employs 11-50 staff and holds B Corp, GOTS, OEKO-TEX, and OTCO certifications. It was ranked in the top 20% of the Inc. 5000 list of America's fastest-growing private companies in 2024, operates on minimal disclosed outside capital ($95K from Techstars in 2018), and serves customers including Genumark, Hearst, and Belizean Grove across a globally distributed supplier base.

Name

TO THE MARKET

Legal name

TO THE MARKET

Website

https://tothemarket.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

TO THE MARKET connects businesses to vetted ethical apparel and accessories manufacturers globally, operating the TRACERA supply chain software platform for supplier transparency and the Global Good sustainable apparel brand for direct and wholesale sales.

Ownership category

akta.pro rank

Product category

Ethical Apparel Sourcing and Supply Chain Transparency

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Supply Chain Sustainability & Responsible Sourcing (SMETA, supplier ESG) (EUAHAJAE)

akta.pro secondary industries

Apparel Sourcing, Buying Houses & Trading Companies (CRAAAAAN), Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL), Third-Party Traceability Platform Assurance (SOC/ISO-aligned controls for traceability data) (AFALAGAK)

Keywords

• Ethical apparel sourcing
• Supply chain transparency software
• Sustainable merchandise production
• Custom product sourcing
• Supplier vetting platform

Headquarters

HQ city

Lexington

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Global Good Branded Products: Direct sales of sustainable, ethically-produced apparel including t-shirts, hoodies, crewnecks, and polo shirts through e-commerce storefront. Products feature organic and recycled materials with customization options.
2. TRACERA Software Platform: SaaS platform providing supplier vetting, tracking, and impact quantification services to enterprise clients seeking supply chain transparency.
3. Custom Sourcing Services: End-to-end custom merchandise sourcing from concept to completion, connecting businesses with vetted global suppliers for artisan-made, promotional, apparel, and full collection products.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

TO THE MARKET provides a turnkey ethical manufacturing and sourcing service for apparel and accessories, combining the TRACERA (traceVera) supply chain transparency SaaS platform with end-to-end custom sourcing and a direct apparel sub-brand (Global Good). The platform vets global suppliers through the proprietary T.R.A.C.E. framework, provides 360° supplier assessment, on-site validation, automated costing and compliance tools, and produces product- and order-level impact reporting aligned with ISO 14040/44 standards.

Product overview

TO THE MARKET operates two core offerings: TRACERA, a supply chain software platform for supplier vetting, tracking, and impact quantification, and Global Good, a consumer product sub-brand offering ethically sourced sustainable apparel. The TRACERA platform includes Smart Sourcing for tariff-resilient supplier networks and Custom Sourcing for bespoke product development. The company connects businesses to sustainable, story-rich suppliers in the global supply chain while enabling transparency through its T.R.A.C.E. vetting system (Transparent, Responsible, Authentic, Conscious, Ethical).

Differentiator

Problem solved

Functional benefit

Brands

• Global Good: Global Good, powered by TO THE MARKET, converges optimism and innovation to create a brighter future. It offers ethically sourced products including apparel (t-shirts, hoodies, crewnecks, polo shirts) made from sustainable materials like organic cotton and recycled polyester.
• traceVera

Products and services

• TRACERA (traceVera) Supply Chain Transparency Platform SaaS platform for supplier vetting, real-time supply chain tracking, impact quantification, and compliance management. Provides 360° supplier assessment, optional on-site third-party validation, automated costing, line sheet creation, time and action tracking, shipping documentation, certificate management, and aggregated order-level impact reporting mapped to ISO 14040/44.
• Global Good Apparel Brand Direct-to-consumer and wholesale apparel brand offering ethically sourced t-shirts, hoodies, crewnecks, polo shirts, and related accessories made with organic/recycled materials, with screen printing and embroidery customization and per-item impact tracking.
• Smart Sourcing & Tariff Resilience Service that helps organizations avoid tariff-driven cost increases and supply chain disruption by identifying alternative vetted ethical suppliers across global sourcing geographies.
• Custom Sourcing Service End-to-end bespoke product sourcing service covering concept, supplier matching, customization, production, and impact reporting for artisan-made, promotional, apparel, and full-collection products for enterprise clients.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Ankorstore: B2B wholesale marketplace for independent brands and retailers, with a strong European footprint. Comparable on the wholesale-account motion serving volume buyers of apparel and accessories.
• Known Supply: Ethically produced apparel brand with transparent supply chain storytelling. Comparable on the Global Good consumer/apparel side and on the mission-driven sourcing narrative.

Direct peers

• Sourcemap: Supply chain transparency and supplier mapping SaaS used by enterprises to verify ethical and sustainable sourcing. Closest direct competitor to TRACERA on the software side, focused on multi-tier supplier visibility.
• Bluesign: Sustainable textile certification and supplier screening standard widely adopted in apparel supply chains. Comparable supplier-verification function within the same ethical textile ecosystem where TO THE MARKET operates.
• IntegrityNext: Supply chain sustainability and compliance SaaS for buyer-side monitoring of supplier ESG. Directly comparable product wedge to TRACERA's supplier scoring and compliance alert features.
• Sedex: Global ethical trade platform (SMETA audits, supplier assessments) widely used by apparel and retail buyers. Directly comparable on supplier vetting methodology and buyer-side workflow.

Others

• B Lab: Nonprofit certifier of B Corporations. TO THE MARKET holds B Corp certification; B Lab is an ecosystem enabler rather than a competitor, but the companies share the same buyer-side audience of values-aligned enterprises.

Broad incumbents

• Li & Fung: Global apparel sourcing and trading giant that intermediates between brands and manufacturers. Comparable on the custom sourcing services side but at vastly larger scale and without TO THE MARKET's transparency software layer.
• EcoVadis: Largest sustainability ratings SaaS covering supplier ESG across categories. Adjacent incumbent with overlapping supplier-assessment functionality but broader (non-apparel) scope and significantly greater scale.
• Faire: Wholesale B2B marketplace connecting independent brands and retailers. Comparable on the wholesale distribution and merchandise discovery side, though Faire is not sustainability-specialized.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LetsgoTTM
• Instagraminstagram.com/letsgottm
• LinkedInlinkedin.com/company/5016366

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 TO THE MARKET