Belly Armor

What Belly Armor does

Belly Armor, operated by RadiaShield Technologies and headquartered in New York, is a direct-to-consumer e-commerce company that designs, manufactures, and sells wearable products intended to shield pregnant women and infants from non-ionizing electromagnetic radiation. Its core product line spans belly blankets (Organic and Mountain Charcoal cotton variants), an adjustable maternity belly band, a premium linen apron, maternity tees (including a rouched XL-only SKU), and an organic baby hat — priced between $35 and $120 with a stated average order value of approximately $110 and no subscription or recurring component.

The company's central technology is RadiaShield® Fabric, a proprietary conductive silver textile engineered to attenuate EMF in the 10MHz–30GHz range (covering cell phones, Wi-Fi, smart home devices, and 5G). The shielding effectiveness — reported at approximately 99.9% (~55dB) — has been verified by FCC-certified and NVLAP-accredited independent laboratories. RadiaShield Technologies owns and operates its own manufacturing facilities, giving Belly Armor integrated control over the supply chain from raw textile to finished SKU.

Belly Armor monetizes exclusively through one-time product sales across multiple channels: its own Shopify storefront at bellyarmor.com with global shipping, Amazon US and Amazon Canada marketplace listings, dedicated distributors in Korea (Ruco Story Co., Ltd.) and Canada (Starkman Surgical Supply), and a Share-A-Sale affiliate program (#45183) offering 15% commission with 60-day cookie attribution. The company claims a presence in 30+ countries and has cultivated earned-media coverage in major outlets (The New York Times, Wall Street Journal, People Magazine, Newsweek) plus vertical awards including The Bump's Best of Baby (2012, 2015) and Pregnancy & Newborn Top Products (2014).

Name

Belly Armor

Legal name

Belly Armor (by RadiaShield Technologies)

Website

https://bellyarmor.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Belly Armor is a New York-based direct-to-consumer brand selling wearable EMF-shielding apparel and accessories for pregnant women and infants, built on its proprietary RadiaShield® conductive silver textile technology.

Ownership category

akta.pro rank

Product category

Maternity EMF Protection Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (31599), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Maternity & Nursing Wear (Moms-to-be) (CRAAAHAL)

akta.pro secondary industries

Protective & Work Accessories Manufacturing (Safety Gloves/Hi-Vis Accessories) (IMAOAFAH), Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

Keywords

• EMF protection apparel
• Maternity radiation protection
• Infant radiation shielding
• Pregnancy wearable products
• Anti-radiation maternity wear

Headquarters

HQ city

New York

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

Revenue model

1. Product Sales: One-time purchase model for EMF protection maternity and baby products. No subscription or recurring revenue model mentioned. Average order value stated as approximately $110.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Belly Armor designs, manufactures, and sells wearable EMF (electromagnetic field) radiation protection products targeted at pregnant women and infants. The product line includes maternity belly bands, blankets, and infant protective apparel intended to shield users from ambient electromagnetic radiation during pregnancy and early childhood.

Product overview

Belly Armor is a maternity and infant EMF radiation protection company offering a portfolio of wearable shielding products built around proprietary RadiaShield Technology. The core product line includes the EMF Protection Belly Blanket (available in Organic and 100% Cotton Mountain Charcoal editions), the Adjustable Belly Band, Premium Linen Apron, Maternity Tee, Rouched Tee (XL Only), and the Organic Baby Hat. All products utilize RadiaShield Fabric—a conductive silver textile providing 99% shielding effectiveness against non-ionizing radiation (10MHz-30GHz, including 5G and Wi-Fi signals). The products are designed for pregnant women and infants, targeting exposure from cell phones, laptops, Wi-Fi routers, and smart home devices.

Differentiator

Problem solved

Functional benefit

Products and services

• Maternity Belly Band Wearable band designed for pregnant women to shield the abdomen from EMF radiation.
• Radiation Protection Blanket Blanket designed to shield users from ambient electromagnetic radiation.
• Infant Protective Apparel Infant clothing items designed to shield babies from EMF radiation.

Quantifiable outcome

• 99.9% shielding effectiveness across 10MHz-30GHz frequency range verified by independent labs
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• The Honest CompanyminorStrategic or Co-development PartnerPartner company aligned in passion to create a safer and healthier environment for the next generation. Collaboration toward reducing radiation exposure in home and work environments.
• NOVAminorStrategic or Co-development PartnerPartner company aligned in creating safer environments for families. Working together to reduce radiation exposure in home and work environments.
• Cloaq ApparelminorStrategic or Co-development PartnerPartner company aligned in reducing radiation exposure. Shared mission of creating healthier home and work environments.
• Healthy Child Healthy WorldcoreStrategic or Co-development PartnerTrusted Partner of Healthy Child Healthy World, the leading U.S. organization addressing public health issues affecting children. Belly Armor adheres to Healthy Child's stringent quality standards around lack of harmful chemicals, toxic byproducts, or hazardous materials in products and manufacturing.
• Environmental Working GroupcoreStrategic or Co-development PartnerTrusted Partner of EWG, the leading organization empowering parents to protect children from harmful environmental hazards. Adheres to strict quality standards for product safety and environmental responsibility.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Belly Bandit: Belly Bandit is a leading maternity and postpartum apparel brand selling belly wraps, leggings, and recovery wear. It is comparable to Belly Armor as both target expectant and new mothers with premium, function-led apparel sold primarily through DTC e-commerce and specialty retailers.
• Shield Your Body (SYB): SYB sells EMF-shielding apparel, blankets, and accessories for adults and children. It directly competes with Belly Armor in the wearable EMF protection category, using conductive silver textiles and similar lab-tested shielding claims, serving health-conscious consumers including pregnant women.
• RadiArmor: RadiArmor markets anti-radiation clothing, blankets, and accessories using silver-fiber shielding technology. It overlaps with Belly Armor in shielding materials, frequency range claims, and a DTC e-commerce GTM targeting EMF-conscious consumers.
• Lambs & Ivy: Lambs & Ivy is a long-established baby and maternity brand selling blankets, bedding, and accessories. It is comparable to Belly Armor as both produce premium baby/maternity textile products distributed through specialty retail, registries, and DTC channels.
• Ingrid & Isabel: Ingrid & Isabel is a premium maternity apparel brand known for the popular Bellaband. It is comparable to Belly Armor in serving expectant mothers with functional, premium-priced maternity apparel sold through DTC and specialty maternity retailers.
• DefenderShield: DefenderShield produces EMF-shielding laptop pads, phone cases, blankets, and clothing. It is comparable to Belly Armor in technology (silver-fiber shielding), claims (lab-verified shielding effectiveness), and target consumer (EMF-conscious including pregnant women and families).
• Storq: Storq is a direct-to-consumer maternity apparel brand selling dresses, basics, and essentials. It is comparable to Belly Armor in target customer (modern, premium-DTC expectant mothers) and channel strategy, though Storq's product line is broader fashion versus protective function.
• SafeSleeve: SafeSleeve produces anti-radiation phone cases, laptop sleeves, and accessories using EMF-shielding materials. It overlaps with Belly Armor in shielding technology and EMF-protection messaging but targets a broader general consumer rather than the maternal niche.

Broad incumbents

• The Honest Company: The Honest Company is a broad consumer brand in baby, personal care, and household wellness with whom Belly Armor has a stated partnership. It is comparable as both serve the same health-conscious, expectant-mother customer base with premium, non-toxic, DTC-led offerings, though Honest operates across far more categories.

Emerging players

• EMF Protection Shop / Less EMF: Less EMF (lessemf.com) is a long-running retailer of shielding fabrics, paint, and apparel. It is comparable to Belly Armor as a supplier of EMF shielding textiles, though it serves a more technical/builder customer and less of a polished maternal consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bellyarmor
• Facebookfacebook.com/BellyArmor
• LinkedInlinkedin.com/company/belly-armor-radiashield-technologies

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 Belly Armor