Yummie

What Yummie does

Yummie is a privately held, direct-to-consumer women's shapewear and intimates brand founded in 2008 and headquartered in New York, with all fulfillment operated from a single California warehouse serving customers in the contiguous US, Hawaii, Alaska, Puerto Rico, the US Virgin Islands, and internationally. The company sells exclusively through its owned e-commerce storefront at yummie.com, with no disclosed wholesale, marketplace, or retail distribution. Yummie's product portfolio is organized around multiple proprietary fabric and construction platforms: 360Sculpt™ Cotton (breathable cotton with built-in shaping zones), SoftServe™ (a TENCEL™ Lyocell/Viscose blend integrated with Outlast® temperature-regulating technology originally developed for NASA), Nylon Seamless (ultra-soft stretch with seamless construction for invisible smoothing), Yummie Tummie® (signature 3-panel shaping tank technology), and Ultralight (light compression essentials). The catalog spans shaping leggings (cotton, denim-look, faux leather, bootcut/flare), tanks and camisoles, bodysuits, underwear (briefs, thongs, shorts, 5-packs), wire-free bras, plus-size offerings (1X–3X) across all categories, and a non-shaping loungewear line — all engineered around graded compression levels from light smoothing to firm control.

The business model is straightforward unit-pricing DTC retail, with regular prices spanning roughly $10 to $68, recurring promotional mechanics including a $10/$15/$20 sale and bundle discounts, free standard shipping on orders over $85 within the contiguous US, and a 15%-off first-purchase email capture incentive. The brand pursues a horizontal segmentation strategy across five primary customer segments: everyday comfort seekers, plus-size consumers (1X–3X), bridal and special-occasion buyers, post-surgery/mastectomy users, and women seeking specialized medical support (e.g., apron-belly). Marketing relies on a content blog, owned email list, organic social, and a heavy layer of earned media — most notably an Oprah Winfrey endorsement and recurring editorial features in Elle, Harper's Bazaar, Today Show, People Magazine, The Knot, and Brides.

Name

Yummie

Legal name

Yummie

Website

https://yummie.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Yummie is a privately held, direct-to-consumer women's shapewear and intimates brand selling exclusively through yummie.com. It serves everyday, plus-size, bridal, and post-surgery consumers via proprietary fabric platforms including 360Sculpt™ Cotton, SoftServe™/Outlast®, and seamless nylon constructions.

Ownership category

akta.pro rank

Product category

Women's Shapewear and Intimates

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Panties & Briefs (CRAAAIAB), Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD)

Keywords

• Women's shapewear
• Shaping leggings
• Body shaping apparel
• Seamless intimates
• Comfort shapewear

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

Revenue model

1. Direct E-commerce Retail: Yummie generates revenue through direct-to-consumer online sales via its e-commerce platform. Products are sold at set retail prices with periodic promotional discounts and bundle savings. The company ships products from its California warehouse to customers domestically and internationally.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Yummie is a direct-to-consumer shapewear and intimates brand that designs and sells body-shaping garments including leggings, tanks, bodysuits, underwear, and bras. Products are built on proprietary fabric technology platforms—360Sculpt™ Cotton (breathable cotton with built-in shaping zones), SoftServe™ (TENCEL™ Lyocell/Viscose blend with Outlast® temperature regulation), Nylon Seamless construction, Yummie Tummie® (3-panel shaping tank), and Ultralight compression—offered across multiple shaping levels and an extended 1X–3X plus-size range. The brand emphasizes all-day comfort, invisible smoothing under clothing, and post-surgery/bridal use cases in addition to everyday wear.

Product overview

Yummie is a shapewear and intimates company offering a unified product portfolio centered on body-contouring garments. The core offering spans multiple technology platforms: 360Sculpt™ Cotton (breathable cotton with built-in shaping), SoftServe™ (temperature-regulating TENCEL™ blend with Outlast® technology), Nylon Seamless (ultra-soft stretch construction), Yummie Tummie® (signature 3-panel tank technology), and Ultralight (light compression essentials). Product lines include shaping leggings (Denim, Faux Leather, Rachel, Susie Flare, Jodi Bootcut, Gloria 7/8), tanks and tops (2-Way Shaping Tank, 6-in-1 Tank, Convertible Camisole), bodysuits (Full Back, Thong Back, Short Sleeve), underwear (Briefs, Thongs, Shorts), and bras (Bralettes, Longline, Bandeau). The company also offers extended plus-size sizing (1X-3X) across all categories and non-shaping loungewear for everyday comfort. All products integrate targeted compression zones for tummy control, waist sculpting, and body shaping while maintaining comfort for all-day wear.

Differentiator

Problem solved

Functional benefit

Brands

• 360Sculpt™ Cotton: Breathable cotton shapewear collection with built-in shaping technology
• Yummie SoftServe™
• Yummie Tummie®

Products and services

• 360Sculpt™ Cotton Shapewear Breathable cotton shapewear line combining soft cotton fabric with built-in shaping zones for all-day comfort and light-to-moderate compression, available across tanks, leggings, bodysuits, and underwear.
• Yummie SoftServe™ Shapewear Temperature-regulating shapewear collection made from TENCEL™ Lyocell and Viscose blend with Outlast® technology (originally developed for NASA), providing cooling comfort and second-skin softness for year-round wear.
• Yummie Nylon Seamless Shapewear Ultra-soft nylon blend shapewear with seamless construction for invisible smoothing under clothing, providing medium to firm shaping with superior stretch and recovery.
• Yummie Tummie® Shaping Tanks Signature 3-panel shaping tank top technology providing medium compression with a comfortable, boyfriend-style fit for tummy control and waist sculpting.
• Yummie Ultralight Shapewear Lightest compression collection featuring wide, high-rise waistbands and sideseam-free construction for all-day wear, positioned as an entry point for shapewear beginners.
• Rachel Shaping Legging High-waisted shaping legging made with 360Sculpt™ Cotton fabric, featuring tummy control and a reinforced midsection panel; available in multiple colors and lengths.
• 2-Way Shaping Tank Top Versatile tank top featuring SoftServe™ fabric with Outlast® temperature-regulating technology, level 2 light compression, and a knit-in tummy shaping panel; designed to be worn as a base layer or standalone top.
• Denim Shaping Legging Shaping legging designed to look like traditional denim while feeling light and comfortable, featuring high-waist tummy control and authentic denim aesthetics in multiple washes.
• Faux Leather Shaping Legging Vegan leather-look shaping legging with side zipper detail, providing a sleek fashion-forward option with tummy control and high-waisted support.
• Shapewear Tops & Tanks Collection Collection of shaping tank tops, camisoles, and tops including 6-in-1 multi-way styles, convertible designs, and built-in bra options with varying compression levels.
• Shapewear Bodysuits Collection Full back and thong-back bodysuits providing all-over sculpting with various sleeve lengths and necklines, often featuring snap closures at the gusset for customizable fit.
• Shapewear Underwear Collection Shaping briefs, thongs, and shorts with targeted tummy control and smoothing, available in briefs, mid-waist, and high-waist styles across all fabric collections.
• Shapewear Bras Collection Wire-free bralettes, longline bra tops, and bandeau styles with removable pad options, designed for comfort and light support without underwires.
• Plus Size Shapewear Collection Extended size range (1X-3X) across all shapewear categories including leggings, bodysuits, tops, and underwear, designed specifically for curvier body types with the same proprietary shaping technology.
• Yummie Loungewear Collection Non-shaping everyday clothing including ribbed hoodies, French terry lounge tees, and casual tops made from cotton and soft blends for at-home comfort.

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• ThirdLove: ThirdLove is a digitally native intimates brand competing in bras and bralettes — overlapping with Yummie's wire-free bralettes and bandeau lines while bringing stronger DTC scale and half-size fitting technology.
• Heist Studios: Heist Studios is a DTC shapewear and hosiery brand differentiated by proprietary seamless knitting technology and inclusive sizing, competing most directly with Yummie's Nylon Seamless collection and plus-size shapewear range.

Direct peers

• Knix: Knix is a DTC intimates and shapewear brand with a strong inclusive-sizing and leakproof-product story, overlapping with Yummie's plus-size shapewear range and competing for the same everyday-comfort consumer segment.
• Commando: Commando makes premium seamless shapewear and shaping leggings using proprietary Italian fabrics, overlapping directly with Yummie's Nylon Seamless and 360Sculpt™ Cotton product lines and competing in the same $40–$80 shapewear price band.
• Skims: Skims is a direct shapewear and intimates peer founded by Kim Kardashian, competing head-to-head with Yummie in shaping leggings, bodysuits, bras, and inclusive sizing — and operating at a vastly larger scale with celebrity-driven marketing.
• Shapermint: Shapermint is a value-positioned DTC shapewear brand selling shaping bodysuits, shorts, and leggings online — overlapping Yummie's everyday comfort segment but typically competing on price rather than premium fabric technology.
• Honeylove: Honeylove is a venture-backed DTC shapewear brand targeting similar comfort-first, all-day-wear positioning with comparable product lines (shaping shorts, bodysuits, bras) and a similar founder-led, tech-differentiated brand story.
• Spanx: Spanx is the category-defining shapewear brand and Yummie's most direct competitor, offering shaping leggings, bodysuits, underwear, and bras across multiple compression levels with similar multi-tier product architecture and DTC-plus-retail distribution.

Broad incumbents

• Bali Intimates: Bali is a legacy intimates brand with a dedicated shaping category (smoothing briefs, shaping tanks, bras) sold through mass retail, competing with Yummie in the entry-level shaping underwear and bra segments.
• Maidenform: Maidenform is a long-established intimates and shapewear incumbent with broader product breadth (bras, panties, shapewear, sleepwear) competing with Yummie in the shaping underwear and bra categories through mass-market retail distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks2 records

Key highlights5 records

Customer concentration

• Xx.com/yummieofficial
• Facebookfacebook.com/yummie

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Yummie