Uncrate
Uncrate is a men's lifestyle content-to-commerce platform founded in 2005, combining daily curated editorial coverage of gear, apparel, and automobiles with direct e-commerce via Uncrate Supply, a six-language biannual print magazine, and brand partnerships serving 1.5M+ monthly readers.
- Company typePrivate
- Founded2005
- HeadquartersMemphis, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Uncrate does
Uncrate, LLC operates a content-to-commerce platform targeting affluent male consumers with curated product discovery across gear, apparel, automobiles, and lifestyle categories. Founded in 2005 in Memphis, Tennessee by LC Angell, the company runs uncrate.com, a daily editorial publication reaching 1.5+ million monthly readers and generating 10+ million monthly page views across 9,000+ covered items. The platform combines editorial curation with direct e-commerce through Uncrate Supply (shop.uncrate.com), a Shopify-based storefront supplemented by a biannual print magazine published since 2015 in six languages (English, Deutsch, Français, Italiano, Español, 日本語) and distributed through hotels, airports, and specialty retailers globally.
Uncrate's technology stack centers on a Shopify-powered e-commerce backend paired with a content management system for daily editorial publishing, supported by native iOS and Android applications and an email marketing infrastructure powering the Enlist newsletter with subscriber-exclusive 15% discount codes (DOSSIER, BLACKLISTED). The Uncrate Stash feature enables registered users to save items from a catalog of 10,000+ listings to personal profiles for wishlist curation and gift-referral sharing. The company also operates a formal affiliate program paying commissions on confirmed referral sales from Uncrate Supply, and a brand-partner direct-fulfillment network that allows select items to ship from manufacturers rather than Uncrate's Memphis warehouse.
The business model combines five revenue streams: direct e-commerce sales via Uncrate Supply (markups on curated products ranging from $15 to $256,000), affiliate commissions, sponsored/partner content marked "Presented by [Brand]," traditional display advertising against the 1.5M+ monthly reader base, and print magazine sales at $15-$20 per issue. The company serves two customer segments: discerning men seeking quality gear and lifestyle products (primary B2C), and consumer brands such as T-Mobile, Nike, Panerai, and Slate targeting this demographic through advertising, sponsored content, and affiliate partnerships (secondary B2B). Uncrate remains privately held and founder-owned with no disclosed institutional investment or M&A activity.
Uncrate firmographics
Firmographics- Name
- Uncrate
- Legal name
- Uncrate, LLC
- Website
- https://uncrate.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Uncrate is a men's lifestyle content-to-commerce platform founded in 2005, combining daily curated editorial coverage of gear, apparel, and automobiles with direct e-commerce via Uncrate Supply, a six-language biannual print magazine, and brand partnerships serving 1.5M+ monthly readers.
- Ownership category
- akta.pro rank
Uncrate industry classification
Industry- Product category
- Men's lifestyle content and curated e-commerce
- NAICS
- Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Periodical Publishers (513120)
- SIC
- Miscellaneous Publishing (2741), Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)
- akta.pro secondary industry
- Home, Garden & DIY Magazines (MPAJAEAG)
Keywords
Where Uncrate is headquartered
LocationHeadquarters
- HQ city
- Memphis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Uncrate business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others
Revenue model
- E-commerce Sales (Uncrate Supply): Direct retail sales through shop.uncrate.com. Products are either stocked by Uncrate or shipped directly from brand partners. Revenue generated from markups on curated men's products including gear, clothing, watches, vehicles, and lifestyle items.
- Affiliate Commissions: Standard affiliate program paying commissions on referred sales. Products on uncrate.com/supply are eligible for affiliate commissions. Partners earn commissions for every confirmed referral sale.
- Sponsored/Partner Content: Brand partnerships featuring sponsored articles and product placements. Some editorial content is sponsored or generates commission. Marked as 'Presented by [Brand]' in the content.
- Print Magazine Sales: Semi-annual Uncrate Magazine sold directly through the website. Published in Spring/Summer and Fall/Winter editions. Available in physical format with heavyweight paper and book-style covers.
- Advertising: Traditional display advertising on uncrate.com. The platform reaches 1.5+ million monthly readers and 10+ million monthly page views, providing advertising opportunities to brands targeting discerning male consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Uncrate Magazine issues |
| Unit Pricing | Pay-as-you-go | Uncrate Supply standard products |
| Other | Pay-as-you-go | Shipping - Free tier |
| Transaction based/ take rate | Pay-as-you-go | Affiliate Program |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels7 records
Uncrate product offering
Product offeringCore offering
Uncrate operates a curated men's lifestyle content and commerce platform, publishing daily editorial features across gear, style, cars, tech, shelter, vices, body, and more. Its e-commerce arm, Uncrate Supply, sells a curated assortment of men's products (watches, apparel, footwear, vehicles, home goods) directly and via brand-partner drop-ship. The company also publishes a biannual print magazine distributed in six languages.
Product overview
Uncrate is a men's lifestyle buyer's guide and e-commerce platform that operates through two main channels: Uncrate.com (a curated content platform featuring gear, apparel, automobiles, and lifestyle products) and Uncrate Supply (shop.uncrate.com, a direct e-commerce store). The company also publishes Uncrate Magazine, a seasonal print publication. The platform features a Stash wishlist functionality, an Enlist newsletter subscription, and various product categories spanning Gear, Style, Cars, Shelter, Vices, Body, and Etc. Uncrate functions as a content-to-commerce platform, featuring third-party branded products through both editorial-style listings and direct retail sales.
Differentiator
Problem solved
Functional benefit
Products and services
- Uncrate.com
- Uncrate Supply (shop.uncrate.com)
Companies that use Uncrate
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Uncrate technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Uncrate partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- YCODEcoreYCODE, a performance-led skincare brand engineered for male skin biology, expanded its US market availability through new retail partnerships including Uncrate. The brand uses proprietary marine microalgae-derived actives and has received industry recognition including Esquire Grooming Awards and Tatler Beauty Awards honors.
- Multiple Brand PartnerscoreSelect items available on Uncrate Supply ship directly from brand partners who offer reliable shipping. Uncrate only allows brand partners with shipping standards comparable to their own. Products include apparel, electronics, and lifestyle items from various manufacturers.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Uncrate competitors and assessment
Company assessmentDirect peers
- Cool Material: Men's gear and lifestyle curation site featuring daily product recommendations across similar categories to Uncrate (gear, style, tech, shelter, vices). Closely aligned editorial curation model aimed at a comparable male audience.
- InsideHook: Men's lifestyle editorial platform covering gear, travel, food, and style with affiliate-driven commerce monetization. Operates a similar content-plus-commerce model targeting affluent male readers.
- Huckberry: Men's lifestyle brand that blends curated apparel and gear commerce with editorial content and community features. Targets the same discerning male consumer and combines owned product lines with third-party brands, much like Uncrate Supply.
- Gear Patrol: Men's lifestyle buyer's guide combining daily editorial coverage of gear, style, cars, and outdoor products with a curated commerce storefront. Operates on a near-identical content-to-commerce model with a comparable premium male audience.
- The Manual: Men's lifestyle publication covering gear, style, food, travel, and grooming with commerce integrations. Shares Uncrate's editorial-first approach with monetization layered on top via partnerships and affiliate links.
- Bespoke Post: Curated men's subscription commerce platform offering themed boxes of lifestyle products. Shares Uncrate's curated-discovery GTM but monetizes through subscription rather than open e-commerce.
Broad incumbents
- Esquire: Established men's magazine from Hearst with digital editorial, commerce, and brand partnerships. Comparable premium men's positioning with broader mainstream reach than Uncrate's niche.
- Mr Porter: Major men's luxury e-commerce platform owned by Net-a-Porter/YOOX Net-a-Porter Group with extensive editorial content. Targets the same premium male consumer but operates at significantly larger scale and broader assortment than Uncrate.
- GQ: Flagship men's magazine from Condé Nast with extensive digital editorial and commerce integrations. Operates at far greater scale and serves a broader men's audience, overlapping with Uncrate on premium men's lifestyle content.
Emerging players
- Field Mag: Outdoor-focused men's lifestyle publication with curated commerce. Operates a similar editorial-plus-commerce model but with a narrower outdoor/adventure niche compared to Uncrate's broader gear and lifestyle coverage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Uncrate social profiles
Digital presenceUncrate compliance and trust
Trust signalCompliance2 records
Uncrate financial estimates
Financial estimateRevenue estimate
Valuation estimate
Uncrate leadership team
Management profileNumber of profiles
Profiles1 record
Uncrate subsidiaries and ownership
Company hierarchySubsidiaries1 record
Uncrate funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Uncrate M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Uncrate
What does Uncrate do?
Uncrate operates a curated men's lifestyle content and commerce platform, publishing daily editorial features across gear, style, cars, tech, shelter, vices, body, and more. Its e-commerce arm, Uncrate Supply, sells a curated assortment of men's products (watches, apparel, footwear, vehicles, home goods) directly and via brand-partner drop-ship. The company also publishes a biannual print magazine distributed in six languages.
Is Uncrate a public or private company?
Uncrate is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Uncrate founded?
Uncrate was founded in 2005. It employs 11 to 50 people.
Where is Uncrate based?
Uncrate is headquartered in Memphis, United States, in the North America region.
How does Uncrate make money?
Five revenue lines are on record. E-commerce Sales (Uncrate Supply) is the primary driver. The others are affiliate Commissions, sponsored/Partner Content, print Magazine Sales and advertising.
Who are Uncrate's main competitors?
Direct peers on record are Cool Material, InsideHook, Huckberry, Gear Patrol, The Manual and Bespoke Post. Broad incumbents are Esquire, Mr Porter and GQ. Field Mag is listed as an emerging player.
Does Uncrate have an API?
No public API is recorded for Uncrate.
What industry is Uncrate in?
Uncrate's product category is Men's lifestyle content and curated e-commerce. Its primary akta.pro industry code is CRAFADAJ, Sporting Goods & Outdoor Inventory-led Online Retailers, with a secondary code of MPAJAEAG, Home, Garden & DIY Magazines. Its NAICS code is 459 and its SIC code is 2741.