Natori

What Natori does

Natori is a privately held, founder-led designer women's apparel and lifestyle brand founded in 1977 by Josie Cruz Natori and headquartered in New York. The company designs, produces, and sells women's intimates (bras spanning balconette, plunge, wireless, sports, DD+ cup, and strapless silhouettes), underwear, lingerie, sleepwear and loungewear, clothing, bridal, swimwear, couture (with made-to-order options), accessories, fine jewelry (including lab-grown 14K gold and emerald cut diamond pieces), and home goods. The assortment is organized around named signature collections such as Bliss, Feathers, Shangri-La, Dynasty, Cloud Comfort, and Onsen, with Asian-inspired / Chinoiserie design motifs as a recurring creative anchor, alongside seasonal drops including Couture Spring 2026 and Couture Fall 2025.

The technology footprint is a standard mid-market DTC stack: the natori.com storefront runs on Shopify (including Shop app cart integration), with Klaviyo powering email automation and the rewards program, Yotpo handling reviews and Instagram UGC, Zendesk for customer support, Cloudflare for CDN and bot protection, Meta for advertising pixels, and Global-e enabling cross-border checkout with localized pricing and currency. The platform supports bundle pricing (e.g., 3 for $54 underwear), a $50 free-shipping threshold, and a $300 free-returns threshold.

Natori makes money primarily through direct e-commerce unit sales at natori.com, supplemented by Amazon marketplace sales and international orders routed through Global-e. Its primary customer is a woman seeking comfortable, well-fitting intimate apparel; secondary segments include bridal shoppers, maternity and postpartum consumers, luxury sleep and lounge buyers, and couture clients. The company employs 101-250 staff, ships to at least 10 countries (USA, UK, Canada, Australia, Germany, France, Japan, Singapore, Hong Kong, UAE), and operates without institutional outside investors, funding rounds, or a disclosed parent company.

Name

Natori

Legal name

NATORI

Website

https://natori.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

101–250 employees

Short description

Natori is a privately held, founder-led New York-based designer brand selling women's intimates, sleepwear, loungewear, bridal, swimwear, couture, fine jewelry, and home goods through its natori.com Shopify storefront, Amazon marketplace, and international shipping to 10 countries.

Ownership category

akta.pro rank

Product category

Women's Designer Intimate Apparel and Sleepwear

NAICS

Clothing and Clothing Accessories Retailers (45811), Apparel Manufacturing (315), Jewelry Retailers (458310), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industry

Luxury Intimates, Loungewear & Sleepwear (CRAAAFAJ)

Keywords

• Women's intimate apparel
• Designer sleepwear
• Luxury lingerie
• Designer bridal wear
• Women's loungewear

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through owned e-commerce website (natori.com) with product categories including bras, underwear, lingerie, sleepwear, clothing, bridal, swimwear, couture, accessories, and home goods.
2. Marketplace Sales: Sales through third-party marketplaces including Amazon, featuring T-shirt bras, wireless, and strapless options.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Natori designs, brands, and sells women's designer intimate apparel, sleepwear, loungewear, bridal, swimwear, clothing, couture, fine jewelry, accessories, and home goods, organized around signature collections such as Bliss, Feathers, Shangri-La, Dynasty, Cloud Comfort, Onsen, and Satin Essentials. The company sells primarily through its direct-to-consumer e-commerce storefront natori.com and the Amazon marketplace, with international shipping enabled via Global-e.

Product overview

Natori is a designer women's lingerie, sleepwear, and luxury lifestyle brand offering a comprehensive portfolio of products including bras, underwear, lingerie, sleepwear, loungewear, clothing, bridal, swimwear, couture, accessories, fine jewelry, and home goods. The brand is organized around multiple branded collections such as Bliss, Feathers, Shangri-La, Dynasty, Cloud Comfort, and Onsen, which span across its core product categories. Natori products range from everyday essentials to high-end couture and made-to-order pieces, with seasonal collections like Natori Fall 2026 and Natori Spring 2026. The brand emphasizes craftsmanship, sustainable materials, and versatile designs that transition from sleep to street.

Differentiator

Problem solved

Functional benefit

Brands

• N Natori Dresses: A dresses sub-brand line under the Natori label.

Products and services

• Bras
• Underwear
• Lingerie
• Sleep & Loungewear
• Clothing
• Bridal Collection
• Swimwear
• Couture
• Fine Jewelry
• Accessories
• Home
• Shangri-La Collection
• Bliss Collection
• Feathers Collection
• Dynasty Collection
• Cloud Comfort Collection
• Onsen Collection
• Satin Essentials

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• Global-ecoreTechnology or IntegrationGlobal-e provides international shipping and cross-border commerce solutions for Natori, enabling customers worldwide to purchase products with localized pricing, currencies, and shipping options. Mentioned in international shipping page and cookie policy.
• ShopifycoreTechnology or IntegrationShopify powers the Natori e-commerce platform (natori.com) providing the checkout, cart, and storefront functionality. Evident from Shopify cookies and platform infrastructure.
• KlaviyocoreTechnology or IntegrationKlaviyo provides email marketing automation for Natori, managing newsletter subscriptions, promotional emails, and customer engagement. Identified from cookie policy and marketing functionality.
• YotpocoreTechnology or IntegrationYotpo powers Natori's product reviews and visual commerce platform, displaying customer reviews and Instagram content on the website.
• ZendeskcoreTechnology or IntegrationZendesk provides customer service and support infrastructure including chat functionality and help desk capabilities for Natori customer care.
• Meta PlatformscoreGTM or Marketing PartnerMeta (Facebook, Instagram) provides advertising and marketing platform integration for Natori, including pixel tracking and ad delivery capabilities.

Scale indicators1 record

Recent moves1 record

Direct peers

• Hanro: Direct peer in premium European basics, intimate apparel, and sleepwear with similar emphasis on fabric quality, neutral palettes, and everyday luxury — a comparable mid-premium intimates competitor.
• Savage X Fenty: Direct peer in women's intimates and sleepwear with an aggressive influencer and social commerce model that overlaps Natori's Instagram shoppable-posts strategy and targets a similar digitally-engaged customer base.
• ThirdLove: Direct peer in women's intimates focused on fit technology, half-cup sizing, and DD+ inclusivity — competing head-to-head with Natori's wide range of bra styles and DD+ cup options through a digitally-native channel.
• Eberjey: Direct peer in women's intimates, sleepwear, and loungewear with a comparable DTC-led, design-forward, comfort-and-quality positioning targeting a similar woman-25-55 customer. Both compete in bridal sleepwear and elevated everyday lingerie.
• Lunya: Direct peer in DTC luxury sleepwear and 'sleep-to-street' loungewear with comparable washable-silk and elevated-fabric positioning, similar bridal and resort wear extensions, and parallel customer segments.
• CUUP: Direct peer in DTC intimates, particularly bras and underwear with a minimalist design language and strong direct-to-consumer focus; competes for the same modern, design-conscious consumer Natori serves.

Broad incumbents

• Calvin Klein (PVH): Broad incumbent in intimates and underwear with comparable minimalist aesthetic and broad distribution; competes in core categories (bras, underwear, sleepwear) where Natori also plays, particularly at the contemporary price band.
• La Perla: Broad incumbent in luxury lingerie, sleepwear, and couture — directly comparable to Natori's Couture line and high-end bridal/feathers collections, and represents the upper bound of the brand's aspirational competitive set.
• Victoria's Secret: Broad incumbent in women's intimates and loungewear with overlapping bra, underwear, and sleepwear categories; while operating at much larger scale and lower price points, it directly competes for the same mass-premium customer.

Emerging players

• Tommy John: Emerging player in underwear, loungewear, and sleep essentials with a digitally-native model and comfort-first positioning; overlaps with Natori's everyday underwear multipacks and Satin Essentials sleepwear categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/natori
• Xx.com/natoricompany
• Facebookfacebook.com/natori
• LinkedInlinkedin.com/company/the-natori-company

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 Natori