Name

Oiselle

Legal name

Oiselle, LLC

Website

https://oiselle.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Women's Running Apparel

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (4581), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Apparel & Accessory Stores (5600), Women's, Misses', And Juniors Outerwear (2330), Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Running & Endurance Wear (CRAAAEAD)

akta.pro secondary industries

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Performance Socks, Underlayers & Active Essentials (CRAAAEAJ)

Keywords

• Women's running apparel
• Performance sportswear
• Athletic shorts and bras
• Running accessories
• Boutique fitness brand

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Oiselle generates the majority of revenue through direct-to-consumer sales of women's running apparel via their e-commerce storefront. Products include shorts ($54-$86), sports bras ($64-$92), tops ($58-$108), outerwear ($134-$248), and accessories ($28-$49). The company has 105 products across 16 categories including their flagship Roga Shorts (over 300,000 sold) and Flyout collection.
2. Volée Team Membership: Annual membership subscription at $45/year provides members with free US shipping, 10% off for international members, $20 gift code on purchases of $75+, semi-annual 25% off site-wide discounts, early access to new products, and exclusive community access. This creates recurring revenue and customer loyalty.
3. Wholesale: Oiselle accepts wholesale inquiries, indicating they sell through specialty running retailers and potentially department stores. This B2B channel provides bulk orders and access to customers who prefer in-person shopping.

Pricing tiers

Go-to-market motion4 records

Distribution channels2 records

Marketing channels10 records

Core offering

Oiselle designs, brands, and sells women's performance running apparel — including shorts, sports bras, tops, tights, outerwear, and accessories — featuring proprietary cooling fabrics (Flyout HoverFit™, Brrr° Triple Chill Effect®), UPF 50+ sun protection, and functional pocket systems. Products are sold primarily direct-to-consumer through the Shopify-powered oiselle.com storefront, with wholesale distribution through specialty running retailers and a paid Volée Team community membership ($45/year).

Product overview

Oiselle is a boutique running apparel brand built by and for women who run, founded in 2007. The product portfolio centers on performance-oriented athletic apparel across categories including sports bras (Hi Twenty Bra, Flyout Bra, Classic Sports Bra, Queen Bra, Boom Bra), shorts (Roga Shorts, Pockito 4/6/8" Shorts, Flyout Utility Shorts, Flyout Chill Shorts, Take Flight Split Shorts), tops (Flyout Boxy Short Sleeve, Flyout Trail Tank, Flyout Chill Racerback Tank, Light Lux Long/Short Sleeve), outerwear (Flyout Chill Hoodie, Whirlwind Jacket, Firecracker Insulated Jacket), and accessories (Runner Trucker Hat, Lux Gloves, Lux Watch Window Gloves). Key technology lines include Flyout (HoverFit temperature-regulating Polartec fabric), Flyout Chill (Brrr Triple Chill Effect cooling minerals and UPF 50+), and Pockito (360-degree pocket system). The company also operates the Volée Membership run club with community benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Volée: Oiselle's run club membership program for women runners offering community, training plans, and exclusive discounts.

Products and services

• Hi Twenty Bra Best-selling classic running bra providing high-impact support for A, B, and small C cups with breathable Mighty Mesh back panel. Targeted at women runners seeking everyday high-impact support.
• Flyout Boxy Short Sleeve Lightweight, temperature-regulating short-sleeve shirt made with Flyout HoverFit fabric by Polartec, featuring a cropped boxy silhouette for hot-weather running. Targeted at women runners training in warm conditions.
• Pockito 4" Shorts Cool-feel compression shorts with a 360-degree waistband pocket plus side pockets, designed for minimal coverage and secure storage during runs. Targeted at women runners wanting phone/key/gel storage.
• Pockito Tights Cool-feel lightweight compression tights with a 7-pocket system at the waistband and side for carrying phones, keys, and nutrition. Targeted at women runners seeking storage-rich tights.
• Classic Sports Bra Classic sports bra with fully-lined racerback, two layers of plush eyelet mesh lining, and removable cups for customizable coverage. Targeted at women runners needing adjustable everyday support.
• Flyout Chill Racerback Tank Semi-fitted racerback tank made with Brrr fabric offering cooling minerals, UPF protection, and a built-in pocket for gels or cards. Targeted at women running in hot, sunny conditions.
• Flyout Trail Tank Lightweight trail-back tank in sweat-wicking, temperature-regulating Flyout HoverFit fabric with relaxed semi-fitted silhouette for hydration pack compatibility. Targeted at trail and ultra runners.

Quantifiable outcome

• Over 300,000 Roga Shorts sold
• +2 more outcomes

Named customers3 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

Integration2 records

Feature6 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Athlos NYCflagshipGTM or Marketing Partner · 21 August 2024Oiselle became the inaugural athletic apparel sponsor of Alexis Ohanian's Athlos NYC women's athletic event. This partnership provided high-visibility brand exposure at a premium women's athletic event and aligned Oiselle with the women's empowerment and female athletic achievement themes central to their brand.
• JanjiflagshipStrategic or Co-development Partner · 22 February 2023Independent running apparel brands Janji and Oiselle announced a merger, combining two boutique running brands focused on technical performance and community. This strategic combination likely created operational synergies and expanded market reach for both brands.
• Liberty Track ClubcoreStrategic or Co-development PartnerLiberty Track Club is listed as a 'Partner' on Oiselle's Elite Athletes page. Oiselle supports multiple athletes from this elite women's running group, creating a pipeline of sponsored athletes who represent the brand at the highest levels of the sport.
• For All MothersminorGTM or Marketing PartnerOiselle partnered with @forallmothersorg to support the MomForward Movement campaign, a nationwide meetup series advocating for maternal equity in the running industry. This partnership aligns with Oiselle's community focus and women-first brand values.
• Wild RyeminorGTM or Marketing PartnerOiselle x Wild Rye collaboration product was featured on the website, indicating a co-branded product partnership with another women's outdoor brand.
• Allie O.minorGTM or Marketing PartnerOiselle x Allie O. collaboration on the 'Allie O. x Oiselle Straw Cup' in Jubilee Pink colorway, a co-branded accessory product featuring Allie Ostrander (Oiselle elite athlete and former professional swimmer).

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Athleta (Gap Inc.): Gap Inc.-owned women's athletic apparel brand with running, training, and lifestyle categories sold through DTC and retail stores. Overlaps with Oiselle's premium women's athletic positioning but at mass-premium scale and broader category mix.
• Brooks Running: Major running-specialist brand (now part of Berkshire Hathaway) with a strong women's running apparel line and deep wholesale distribution. A larger incumbent serving overlapping women's running customers with broader product breadth and significantly greater marketing and distribution scale.
• Lululemon: Global premium athletic apparel leader with a substantial women's running assortment and a strong DTC + wholesale footprint. Competes with Oiselle in the premium women's athletic wear segment but operates at vastly greater scale and category breadth.
• Nike (Women's Running): Global athletic leader with extensive women's running apparel, footwear, and accessories sold through DTC, wholesale, and large-scale marketing budgets. Sets the competitive benchmark Oiselle must differentiate against, especially given Oiselle's 'built by and for women' positioning.

Direct peers

• Bandit Running: Independent DTC running apparel brand with premium performance shorts, tights, and tops targeted at dedicated runners. Comparable to Oiselle in scale, channel mix (DTC-led), and product focus on technical running essentials for a passionate core audience.
• Tracksmith: Premium independent running apparel brand built around the 'amateur' running ethos with direct-to-consumer e-commerce, premium pricing, community events, and a focus on classic + performance design. Closely comparable to Oiselle's positioning as a boutique, community-led performance running brand.
• Janji: Independent boutique running apparel brand that merged with Oiselle in February 2023. Both target niche running communities with premium technical apparel; Janji focuses on men's and trail while Oiselle focuses on women's, making them natural complements under the combined entity.
• rabbit: California-based independent running apparel brand known for performance shorts, tights, and tops sold through DTC channels with a strong running community emphasis. Directly comparable to Oiselle as a boutique performance running brand serving dedicated runners.

Emerging players

• Outdoor Voices: Independent athletic apparel brand built on community and 'doing things' ethos with a focus on women. Compares to Oiselle in DTC-led, community-driven GTM and women-first brand positioning, though with broader category coverage beyond running.
• Wild Rye: Boutique women's outdoor apparel brand focused on skiing, climbing, and mountain sports. Comparable to Oiselle as a small, women-founded DTC brand with co-branded collaborations (Wild Rye x Oiselle has been featured), though Wild Rye addresses mountain rather than running categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/oisellerunning
• Facebookfacebook.com/oiselle
• Instagraminstagram.com/oiselle
• Pinterestpinterest.com/oiselle
• TikToktiktok.com/@fly_oiselle
• Xx.com/oiselle
• LinkedInlinkedin.com/company/oiselle

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds1 record

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 Oiselle