Get It Right

What Get It Right does

GIR (Get It Right) is a premium kitchen-utensil brand and a sub-brand of Pattern Brands LLC, the privately-held New York domiciled parent (228 Park Ave S, New York, NY 10003) that also operates Miracle (bedding) and Onsen (towels). Founded in 2012 and headquartered operationally in Novato, California, GIR designs and sells platinum-cured, pharmaceutical-grade silicone cooking tools — Spatulas, Spoonulas, Spoons, Flips, Ladles, Whisks, Tongs, Quad Choppers, and Basting Brushes — distinguished by two proprietary technology pillars: Stay-Cool Technology (a proprietary inner core that prevents heat transmission along the handle up to 425°F) and Unibody Design (one-piece construction with no seams, joints, or holes). The portfolio is anchored on bundled sets (10-piece Best Sellers at $119.95, 5-piece Ultimate Tool Set at $69.95, 3-piece sets from $34.95) and individual SKUs priced $12.95–$22.95, complemented by accessory lines such as Suction Lid Sets, Flex Mats, and a Collapsible Colander & Steamer.

The company runs a direct-to-consumer e-commerce model through its own Shopify storefront at gir.co, supplemented by Build Your Own Bundle (20% off for 3+ items), gift cards, and a wholesale channel through the Faire marketplace (wholesale inquiries routed to [email protected]). Marketing is content- and earned-media-led, with active social channels (Instagram @gir, TikTok @patternhome, Facebook, Twitter/X, Pinterest), email capture (15% off first order), affiliate/referral, and placements in Wirecutter (NYT), Food & Wine, Forbes, Oprah Daily, CNN, Bon Appetit, Domino, The Strategist, and Kitchn. Products carry 4.8-4.9 star ratings across thousands of reviews (e.g., 1,848 reviews on the 10-piece set, 1,758 on the 5-piece set, 1,194 on the 3-piece set). Distribution is currently limited to the contiguous 48 U.S. states (Alaska, Hawaii, and International excluded), and GIR employs 1–10 people.

Name

Get It Right

Legal name

Pattern Brands LLC

Website

https://gir.co

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Get It Right (GIR), a sub-brand of Pattern Brands LLC, designs and sells premium platinum-cured silicone kitchen utensils (spatulas, spoonulas, ladles, tongs, and accessories) featuring proprietary Stay-Cool Technology and unibody construction, sold direct-to-consumer via gir.co and at wholesale through Faire to home cooks, chefs, and retailers in the contiguous United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Novato

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for premium silicone kitchen utensils sold directly to consumers through gir.co e-commerce storefront. Products include individual tools and bundled sets at various price points from $12.95 to $119.95.
2. Wholesale Distribution: Wholesale catalog available through Faire marketplace, allowing retailers to purchase GIR products for resale.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels10 records

Core offering

GIR (Get It Right) designs, manufactures, and sells premium silicone kitchen utensils and cooking tools made from 100% platinum-cured, pharmaceutical-grade silicone. The product line centers on flagship bundles (10-Piece Best Sellers Set, 5-Piece Ultimate Tool Set, 3-Piece Ultimate Tool Set) and individual tools (Spatula, Spoonula, Spoon, Flip, Ladle, Whisk, Tongs, Quad Chopper, Basting Brush), supplemented by accessories (Suction Lid Set, Flex Mat, Collapsible Colander & Steamer) and a Build Your Own Bundle customization option, all sold direct-to-consumer at price points from $12.95 to $119.95.

Product overview

GIR (Get It Right) is a premium kitchen utensils brand owned by Pattern Brands LLC, offering a focused portfolio of platinum-cured pharmaceutical-grade silicone cooking tools. The product line centers on the 10-Piece Best Sellers Set as the flagship offering, supplemented by smaller bundles (5-Piece, 4-Piece, 3-Piece sets) and individual tools. Core individual products include the Spatula, Spoonula (spatula-spoon hybrid), Spoon, Flip, Ladle, Whisk, Tongs, Quad Chopper, and Basting Brush, each available in multiple sizes (Ultimate, Skinny, Mini where applicable) and color variants. The ecosystem is unified by shared material technology: platinum-cured silicone with proprietary Stay-Cool inner core, heat resistance to 425°F, unibody seamless construction, and BPA/BPS-free composition. Accessory products include Suction Lid Sets, Flex Mats, and Collapsible Colander & Steamers for storage/organization. The Build Your Own Bundle platform allows customization, while Gift Cards support gifting use cases. All products emphasize microplastic-free, nontoxic cooking with compatibility across all cookware types.

Differentiator

Problem solved

Functional benefit

Products and services

• 10-Piece Best Sellers Set

Quantifiable outcome

• Over 2,000 five-star reviews across products
• +1 more outcomes

Named customers2 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

Feature3 records

Partnerships

One partnership is on record.

• FairecoreChannel Partner/ Reseller/ DistributorGIR offers its wholesale catalog through Faire marketplace, allowing retailers and specialty stores to purchase products for resale. Contact for wholesale inquiries: [email protected].

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Misen: Misen is a DTC kitchen tools brand known for knives and accessories with a direct-to-consumer value proposition. It overlaps with GIR in the premium DTC kitchen tools category and similar price-sensitive aspirational home cook segment.
• Our Place: Our Place is a DTC premium kitchen brand selling cookware and accessories to design-conscious millennials, with overlapping gift-driven and content-led marketing. It competes with GIR for the same premium kitchen spend and gifting occasions.
• Caraway: Caraway is a DTC non-toxic cookware brand built on the same health-and-safety positioning (non-toxic, free of harmful chemicals) that anchors GIR's marketing. It serves overlapping premium home cook customers and competes for kitchen gifting share.
• Made In: Made In is a DTC cookware brand with a growing accessories and utensils line, targeting premium home cooks through owned e-commerce and wholesale. It shares GIR's premium positioning and DTC-plus-wholesale go-to-market motion.
• Great Jones: Great Jones is a DTC premium cookware and kitchenware brand targeting home cooks with colorful, design-forward products. It overlaps with GIR in channel (DTC), customer (premium home cooks), and aesthetic positioning.
• W&P: W&P is a DTC kitchen and food brand offering design-forward tools, accessories, and food preparation products. It competes with GIR for premium kitchen gifting and direct-to-consumer home cook spend with overlapping product formats.

Broad incumbents

• Le Creuset: Le Creuset is a premium incumbent in cookware and kitchen tools targeting the same aspirational home cook demographic as GIR. While its core is cast iron and stoneware, it sells utensils and accessories that compete for premium kitchen gifting and household dollars.
• KitchenAid: KitchenAid is a broad incumbent in kitchen tools and cookware with a much wider portfolio spanning appliances, utensils, and accessories. It overlaps with GIR in the utensils and accessories category but competes from a much larger scale and mass-market distribution footprint.

Direct peers

• OXO: OXO is a direct competitor in premium kitchen tools and utensils, serving the same home cook and professional chef segments with broadly overlapping product categories (spatulas, spoons, ladles, tongs). GIR competes with OXO on similar surfaces — DTC, retail shelves, and gift guides — making it the most directly comparable peer.
• Tovolo: Tovolo is a specialty manufacturer of silicone kitchen tools and gadgets with a focused catalog overlapping GIR's spatulas, spoons, and utensils. Both brands target style-conscious home cooks with colorful, design-forward silicone tools sold through retail and online channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gir
• Facebookfacebook.com/girproducts
• Instagraminstagram.com/gir
• TikToktiktok.com/@patternhome
• Pinterestpinterest.com/patternbrands

Revenue estimate

Valuation estimate

Number of profiles

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 Get It Right