Under The Canopy

What Under The Canopy does

Under The Canopy is a direct-to-consumer e-commerce retailer of certified organic home textiles and apparel, founded in 1996 and headquartered in New York. The company sells sheet sets, duvet covers, quilts, blankets, towels, bath mats, robes, decorative pillows, throws, and an expanding line of organic loungewear through its owned Shopify storefront at underthecanopy.com. Its product technology centers on GOTS-certified organic cotton in multiple weaves (percale, sateen, flannel, washed cotton), TENCEL Lyocell derived from eucalyptus, organic wool, and linen, with additional FSC and MADE IN GREEN by OEKO-TEX certifications supporting claims of chemical-free processing and ethical manufacturing. Free carbon neutral shipping on orders over $125 and a trade program for designers and hospitality buyers round out the commercial proposition.

The business model is one-time direct product sales to conscious consumers seeking non-toxic, sustainable home goods, with no disclosed wholesale, marketplace, or third-party retail channels. Pricing is unit-based across a broad SKU range from roughly $6 (bath accessories) to $404 (premium bedding sets), and the company runs a rewards program and a 20% first-order email incentive to drive retention. Marketing is content-led, relying on a blog, Instagram, SEO-optimized product pages, and editorial coverage in Forbes, New York Magazine, Well+Good, and the Wall Street Journal. The company has 11-50 employees, no disclosed funding rounds, no parent entity, and no publicly stated revenue, operating as an independent, founder-led sustainable home textiles brand.

Name

Under The Canopy

Legal name

Under The Canopy

Website

https://underthecanopy.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Under The Canopy is a private, New York-based direct-to-consumer e-commerce brand founded in 1996 that sells GOTS-certified organic bedding, bath, and loungewear products to environmentally conscious consumers via its own Shopify storefront.

Ownership category

akta.pro rank

Product category

Sustainable Home Textiles

NAICS

Curtain and Linen Mills (31412), Textile Furnishings Mills (3141)

akta.pro primary industry

Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)

akta.pro secondary industry

Outdoor & Performance Home Textiles Manufacturing (Awning/Patio Cushions/UV-Resistant Home Fabrics) (IMAOAKAJ)

Keywords

• Organic bedding products
• Sustainable home textiles
• Organic bath towels
• Organic loungewear apparel
• Certified organic fabrics

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, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model for organic bedding, bath, living, and apparel products sold directly to consumers through their e-commerce platform. Products include sheet sets, duvet covers, towels, robes, loungewear, and home decor items.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Under The Canopy is a direct-to-consumer online retailer that designs, sources, and sells certified organic home textiles — including sheet sets, duvet covers, quilts, blankets, towels, bath mats, robes, throws, decorative pillows, and organic loungewear — made from GOTS-certified organic cotton, TENCEL™ Lyocell, organic wool, and linen. All products are sold exclusively through its own e-commerce storefront under the Under The Canopy brand.

Product overview

Under The Canopy is a sustainable home textiles brand offering organic bedding, bath, living, and loungewear products. The product portfolio centers on organic cotton bedding available in multiple weaves (Percale, Sateen, Flannel, Washed Cotton) plus TENCEL™ Lyocell and Linen Eucalyptus options. Bath offerings include towels, bath mats, and robes in Classic and Textured collections. The apparel line features organic loungewear including joggers, tanks, camis, shorts, tees, and robes. Products are organized by material type and collection themes (Pretty In Pink, Blue Hues, Seeing Green, etc.), with complementary add-ons like gift cards and a rewards program. All products emphasize GOTS-certified organic materials, responsible sourcing, and toxin-free manufacturing.

Differentiator

Problem solved

Functional benefit

Products and services

• Organic Bedding Sets

Quantifiable outcome

• Products have achieved strong customer review volumes indicating market acceptance and repeat purchase behavior

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Brooklinen: DTC bedding and bath brand selling sheets, comforters, towels, and loungewear direct to consumers. Overlapping product categories and DTC e-commerce model, with broader mainstream (less exclusively organic) positioning.
• Quince: DTC brand selling affordable premium bedding, bath, and apparel direct to consumers. Comparable in DTC e-commerce model and home textiles category, though positioned at lower price points and broader mainstream.
• Coyuchi: Pioneer DTC organic home textile brand offering sheets, towels, robes, and loungewear. Comparable in certifications (GOTS), product mix across bed/bath/apparel, and premium sustainable positioning.
• Parachute Home: DTC premium home essentials brand offering bedding, bath, and loungewear. Comparable in product category mix, DTC motion, premium price points, and design-led brand storytelling.
• The Citizenry: DTC home goods brand offering bedding, throws, and home decor with an ethical-sourcing story. Comparable in DTC motion, premium home textiles category, and content-driven sustainability marketing.
• Boll & Branch: DTC e-commerce brand selling certified organic sheets, bedding, and bath products. Closely comparable in target customer (eco-conscious premium buyer), product category, GOTS-style certification story, and direct-to-consumer model.
• Sijo: DTC bedding and home brand with a specific focus on TENCEL™ Lyocell and eucalyptus-derived fibers. Directly overlaps with Under The Canopy's eucalyptus/Lyocell line and serves the same sustainability-oriented consumer.
• Buffy: DTC sustainable home brand best known for comforters and bedding made from recycled and natural materials. Comparable DTC model, sustainability narrative, and bedding-first product category.

Broad incumbents

• West Elm: Large incumbent home furnishings retailer with a growing assortment of organic and sustainably certified bedding and bath. Comparable in carrying organic home textiles but operates at vastly greater scale across multiple categories and channels.
• Avocado: Larger certified organic mattress and bedding brand with broader product portfolio and stronger retail/wholesale footprint. Comparable in GOTS-certified organic positioning and DTC channel but operates at significantly greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/UnderTheCanopy
• Xx.com/UCanopy
• LinkedInlinkedin.com/company/under-the-canopy

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 Under The Canopy