What YR does

YR is a private enterprise software platform delivering product customization and on-demand production capabilities for global luxury, fashion, sports, and premium brands across e-commerce, in-store retail, and live event channels. Its core technology is a headless, API-first engine that combines high-fidelity 2D and 3D product configurators (including a Unity-powered offline kiosk engine) with a back-end YR Production Manager that converts each customer configuration into a Digital Recipe JSON used to generate manufacturing work orders and bills of materials. The platform supports rules-based validation of placements, color combinations, dynamic pricing, and product compatibility, and integrates with client ERP/OMS systems (documented SAP integration with Ralph Lauren) to route custom orders into production.

YR makes money through three revenue streams: (1) recurring platform licensing for the configurator, production manager, and API capabilities deployed to global brands; (2) enterprise implementation and integration professional services including UX/UI design and ongoing platform support; and (3) live event services delivered by its YR Live sub-brand, which bundles on-site hardware, staffing, and production for brand activations at events such as Coachella, the US Open, UEFA Champions League Finals, and Silverstone F1. Its customer base is anchored by Ralph Lauren (global Create Your Own program across 26+ flagship stores and major event activations), Hugo Boss (EMEA omni-channel launch spanning e-commerce and six halo flagship stores), Jimmy Choo (Made-to-Order service routed to Italian artisans), Kendra Scott (Color Bar jewelry customization), and PUMA (multi-region jersey personalization since 2018), supplemented by a long tail of event-driven activations for brands including Calvin Klein, Levi's, Fender, JD Sports, and Pepsi. Founded circa 2011 and headquartered in London with a Delaware LLC (VU YR ID LLC) legal entity in Westport, CT, YR merged with ConfigureID in 2024 to fold in advanced 3D configurator IP and was acquired by VU Custom Inc. in June 2026, operating as an independent business unit under CEO Colin Woolford.

Name

YR

Legal name

VU YR ID LLC

Website

https://thisisyr.com

Company type

Private

Founded year

2011

Operating status

Acquired

Headcount range

51–100 employees

Short description

YR provides a headless 2D/3D product customization and on-demand production platform for global luxury, fashion, and sports brands, deployed across e-commerce, in-store kiosks, and live events with Digital Recipe JSON routed into client ERP systems.

Ownership category

akta.pro rank

Product category

Product Customization Software

NAICS

Custom Computer Programming Services (541511), Computer and Computer Peripheral Equipment and Software Merchant Wholesalers (423430)

SIC

Services-Computer Programming Services (7371), Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Sporting Goods, Outdoor & Fitness DTC (CRAFACAJ)

Keywords

• Product customization software
• 3D product configurator
• On-demand production platform
• Live event personalization
• Retail kiosk software

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Licensing: Enterprise software platform licensing for product configuration and production management. Includes 2D/3D configurator, production manager, and API integration capabilities deployed for global brands.
2. Live Event Services: On-site customization experiences at events, festivals, conferences, and brand activations. Includes software, equipment, staffing, and production services.
3. Enterprise Implementation: Custom software development, integration, and deployment services for enterprise clients. Includes UX/UI design, technical integration with client systems, and ongoing platform support.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

YR provides an enterprise software platform for high-fidelity 2D/3D product customization and on-demand production management, sold to global brands in luxury, fashion, sports, jewelry, and related verticals. The platform spans e-commerce configurators, in-store retail kiosks, and live event activations, generating a digital recipe JSON per configuration that routes directly into manufacturing work orders and bills of materials. YR also delivers on-site live event customization services under the YR Live brand, supplying software, equipment, staffing, and production capabilities.

Product overview

YR offers a unified product customization and on-demand production platform consisting of the core YR Platform engine for high-fidelity 2D/3D configurable commerce, the YR Production Manager backend fulfillment system, and the YR Configurator for interactive design experiences. The YR Live module provides on-site customization for events and retail activations. The platform generates unique digital recipe JSON data that converts into manufacturing work orders and bills of materials. The system integrates with headless, API-first architecture and supports omnichannel deployment across e-commerce, retail kiosks, and live events globally.

Differentiator

Problem solved

Functional benefit

Brands

• YR Live: Premium on-site customization experiences for events, pop-ups, festivals, conferences, and product launches including software, equipment, staff, furniture, and printing services.
• YR Platform

Products and services

• YR Platform Enterprise-grade product customization and configuration software for e-commerce, retail kiosks, and on-demand production management. Provides high-fidelity 2D/3D visualization, headless API-first architecture, and generates digital recipe JSON for manufacturing routing. Sold to global brands in luxury, fashion, sports, and jewelry.
• YR Live On-site live customization experiences for pop-ups, festivals, conferences, and product launches. Includes proprietary design software, equipment, staffing, furniture, printable products, and post-event reporting with live printing theatre. Delivered to brand clients at events like Coachella, US Open, UEFA Finals, and Silverstone F1.

Quantifiable outcome

• 56% increase in sales through Kendra Scott Color Bar following UX/UI refresh
• +6 more outcomes

Named customers25 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature6 records

Partnerships

One partnership is on record.

• VU CustomcoreStrategic or Co-development Partner · 6 June 2026VU Custom acquired YR ID in June 2026 to expand its product customization software platform. The deal combines complementary customer bases and enterprise customization capabilities. YR ID brings expertise with brands such as EssilorLuxottica and Ralph Lauren to VU Custom's existing roster including Bauer Hockey, New Balance, and Vera Bradley. Tim Williams continues as Head of the YR ID business unit under CEO Colin Woolford.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Threekit: Threekit is a 3D product configurator platform for ecommerce and retail, enabling brands to visualize, configure, and personalize products online. Directly comparable to YR's 2D/3D configurator offering, serving similar enterprise brand customers.
• Emersya: Emersya provides a real-time 3D and AR product configurator platform used by brands to create customizable online shopping experiences. Closely aligned with YR's configurator and visualization capabilities for luxury and retail clients.
• Configit: Configit offers product configuration and CPQ software for complex manufacturing and sales scenarios, including visualization. Comparable to YR's rules engine and configuration management for enterprise brands.
• VU Custom: VU Custom is the parent company that acquired YR ID in June 2026, operating as an end-to-end product customization software platform with brands like Bauer Hockey and Vera Bradley. Most comparable in product category and customer base to YR.
• VNTANA: VNTANA provides a 3D asset management and product visualization platform for ecommerce, including configurators and AR shopping. Comparable to YR in serving enterprise brands with high-fidelity 3D commerce experiences.
• Zoovu: Zoovu offers an AI-driven product discovery and configuration platform used by enterprise brands to guide shoppers through complex purchases. Comparable to YR's configurator plus AI-powered recommendation capabilities.

Emerging players

• Marxent (Shapr3D): Marxent provides 3D product visualization and configurator solutions for retail, including AR shopping experiences. Overlaps with YR's 3D configurator for furniture, home goods, and retail customers.
• Vue.ai: Vue.ai provides AI-driven retail personalization, including product tagging, recommendation, and styling tools. Adjacent to YR's AI recommendation and personalization layer for fashion and retail brands.
• Configura: Configura develops space planning and product configuration software primarily for the furniture and office industries (CET Designer). Adjacent to YR in the broader product configuration category with overlap in visualization and rules engines.

Broad incumbents

• Salesforce Commerce Cloud: Salesforce Commerce Cloud is a leading enterprise ecommerce platform that increasingly bundles product configuration and personalization features. Represents broad competitive overlap with YR at enterprise brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubevimeo.com/thisisyr
• LinkedInlinkedin.com/company/thisisyr
• Instagraminstagram.com/thisisyrdotcom
• Xx.com/thisisyr
• Facebookfacebook.com/thisisyrlive

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

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 YR