Roost

What Roost does

Roost is a privately held consumer hardware company founded in 2013 and headquartered in Denver's RiNo District, designing and selling ultra-portable, adjustable laptop stands targeted at individual laptop users seeking ergonomic screen positioning. The company's core product family — the Roost V3 and the upgraded Roost V3 Plus (available in Dune white and Onyx black) — is built around a patented PivotGrip self-adjusting grip system and an interlocking carbon fiber truss frame manufactured using precision processes drawn from aerospace, medical, and defense industries, including laser cutting, thin-layered carbon fiber riveting, Mil-Spec ceramic coatings, and Type-III hard anodizing. Both models weigh approximately 6 oz (170–178 g), fold to roughly 1.3 × 1.17 × 13 inches, and provide between 5 and 14 inches of screen lift across 7 to 11 height settings depending on the variant.

The company generates revenue through one-time hardware sales priced between $69.26 and $79.96 (promotional) or $89.95 and $99.95 (regular), distributed via a direct-to-consumer e-commerce storefront (therooststand.com) and Amazon Marketplace. Its go-to-market motion is product-led and primarily self-serve: customers discover the brand through organic search, Amazon reviews (1,500+ verified 5-star reviews), and earned media coverage from outlets such as TechCrunch and Cult of Mac. Roost has raised approximately $1.575M cumulatively, including a 2013 Kickstarter campaign that raised nearly $200,000 from 2,448 backers against a $9,300 goal, plus seed/venture rounds from 500 Global ($125K, Feb 2015), Moonshots Capital ($1.2M, Jul 2015), and StreetEdge Capital ($50K, Jul 2016). The company operates with 1–10 employees, holds three granted US utility patents and three design patents protecting its stand architecture, and is led by co-founder and CEO Jonathan Gillon, with Emily Schuman serving as Head of Marketing.

Name

Roost

Website

https://roost.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Roost is a Denver-based, privately held consumer hardware company that designs and sells ultra-portable, patented ergonomic laptop stands (Roost V3 and V3 Plus) directly to individual laptop users through its e-commerce site and Amazon Marketplace.

Ownership category

akta.pro rank

Product category

Computer Accessories

NAICS

Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118), Office Furniture (including Fixtures) Manufacturing (3372)

SIC

Computer & Office Equipment (3570), Office Furniture (2520)

akta.pro industry

PRIMARYHDACADAO

Monitor Accessories & Mounting (Arms, Stands, Calibration)

Hardware, Technology & Telecom/Computing Hardware & Peripherals/Computer Monitors & Displays

Keywords

• Portable laptop stands
• Ergonomic laptop accessories
• Collapsible laptop risers
• Adjustable laptop holders
• Ultralight carbon fiber stands

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Laptop Stand Hardware Sales: Roost generates revenue through one-time hardware sales of their laptop stands (Roost V3 and Roost V3 Plus models). Customers purchase products directly through the company's e-commerce site or via Amazon. Revenue is not subscription-based; each stand sale is a single transaction.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Roost designs, manufactures, and sells ultralight (6 oz) collapsible laptop stands — the Roost V3 (7 height settings) and Roost V3 Plus (11 height settings with quick-release adjustment, available in Dune and Onyx colors) — engineered with patented PivotGrips and an aerospace-grade carbon fiber truss frame to elevate laptop screens to eye level for ergonomic posture. Products are sold directly to consumers through the company's e-commerce site and Amazon.

Product overview

Roost is a physical goods company that sells a line of portable, lightweight, adjustable laptop stands designed for ergonomic posture. The product line consists of the Roost V3 as the base model, and the Roost V3 Plus available in two color variants (Dune and Onyx). Both products share the same ultralight 6 oz (178g) frame and compact folded dimensions, but the V3 Plus offers more height settings (11 vs 7) and the quick-release adjustment feature. The V3 provides a screen lift of 6.5–12.5 inches, while the V3 Plus extends this to 5–14 inches for larger laptops. Both models feature patented PivotGrips for universal laptop compatibility and are manufactured with aerospace-grade precision processes including carbon fiber riveting and Type-III hard anodizing.

Differentiator

Problem solved

Functional benefit

Brands

• Roost V3: The standard model laptop stand with 7 selectable height settings, weighing 6 oz, with screen lift of 6.5-12.5 inches.
• Roost V3 Plus

Products and services

• Roost V3 Laptop Stand Portable, ultralight (6 oz / 178 g) collapsible laptop stand for individual laptop users. Features 7 selectable height settings with screen lift of 6.5–12.5 inches, patented PivotGrips that fit 12–18 inch laptops, and folds to 1.30 x 1.17 x 13 inches for travel. Priced at $69.26 (promotional) / $89.95 (regular).
• Roost V3 Plus - Dune (White) Laptop Stand Upgraded portable laptop stand with 11 selectable height settings, quick-release height adjustment that works without removing the laptop, and ratcheting mechanism. Weighs 6 oz (178 g), folds to 1" x 1.5" x 13", and fits 12–18 inch laptops with screen lift of 5–14 inches. Priced at $79.96 (promotional) / $99.95 (regular), in Dune (white) color.
• Roost V3 Plus - Onyx (Black) Laptop Stand Upgraded portable laptop stand with 11 selectable height settings, quick-release height adjustment that works without removing the laptop, and ratcheting mechanism. Weighs 6 oz (178 g), folds to 1" x 1.5" x 13", and fits 12–18 inch laptops with screen lift of 5–14 inches. Priced at $99.95 in Onyx (black) color.

Quantifiable outcome

• Nearly $200,000 raised in 30 days on Kickstarter (original goal was $9,300)
• +2 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Belkin: Belkin is a major computer and consumer electronics accessories brand with a broad laptop-related portfolio. Overlaps with Roost in workspace ergonomics, though Belkin's distribution and assortment strategy is much broader than a single-product brand.
• Ergotron: Ergotron is the established leader in monitor arms and workstation ergonomics across enterprise and consumer channels. Competes indirectly with Roost in the broader 'laptop/monitor elevation' workspace accessories category, though focused on heavier mounting solutions.
• Kensington: Kensington is a long-standing provider of laptop docking stations, mounts, and ergonomic accessories to enterprise and prosumer markets. Tangentially overlaps with Roost in elevating/positioning laptops for productive use, though anchored in docking solutions.
• Logitech (Logi): Logitech operates a broad computer peripherals and ergonomic accessories portfolio including laptop stands (e.g., Casa). Competes with Roost through scale, retail distribution, and brand breadth, though it is not a laptop-stand pure play.

Direct peers

• Twelve South: Twelve South is a lifestyle-tech accessories brand best known for HiRise and BookArc laptop stands aimed at Apple/MacBook users. Overlaps with Roost in premium ergonomic stand positioning and design-forward DTC marketing.
• Rain Design: Rain Design manufactures premium laptop stands and ergonomic accessories (e.g., mStand, iLap) targeting Mac/laptop users with similar price points and use cases. Directly competes with Roost in the portable/ergonomic laptop stand category.
• Mount-It!: Mount-It! manufactures a wide range of monitor and laptop stands, mounts, and ergonomic accessories, sold primarily through Amazon. Directly overlaps with Roost on portable and adjustable laptop stands, though typically at lower price points.
• Satechi: Satechi makes premium aluminum computer and laptop accessories (stands, hubs, chargers) targeted at Mac and modern laptop users. Shares Roost's design-forward, premium-positioned DTC approach in adjacent ergonomic categories.

Others

• Cooler Master: Cooler Master is a hardware peripherals company known for cooling, cases, and increasingly ergonomic workspace accessories. Not a direct laptop-stand competitor but adjacent as a creator/PC ecosystem player with expanding accessory lines.

Emerging players

• Nulaxy: Nulaxy is an Amazon-native accessories brand selling low-cost laptop stands and ergonomic peripherals. Competes with Roost on Amazon at a much lower price point, pressuring the bottom of Roost's addressable market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/roost
• Facebookfacebook.com/roostsharedstorage
• LinkedInlinkedin.com/company/roost

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors3 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 Roost