Totes
Totes Isotoner Corporation is a 1924-founded, Cincinnati-based consumer goods company that designs, manufactures, and sells weather protection products — umbrellas, rain boots, sandals, and sun hats — direct-to-consumer through its Shopify-powered totes.com storefront across North America, with proprietary technologies including Titan® windproof, SunGuard® UPF 50+, and Inbrella® reverse-close canopies.
- Company typePrivate
- Founded1924
- HeadquartersCincinnati, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Totes does
Totes, legally Totes Isotoner Corporation, is a Cincinnati, Ohio-based consumer goods company founded in 1924 that designs, manufactures, and sells weather protection products — primarily umbrellas, alongside rain boots, sandals, winter boots, rain jackets, and rain hats. The product portfolio is anchored by four proprietary technology platforms: Titan® windproof construction rated to withstand 70–75 MPH winds, SunGuard® UPF 50+ sun protection blocking 98% of UVA rays and cooling users by up to 30°, Inbrella® reverse-close canopy design, and Everywear® footwear comfort and durability technology, all protected by registered trademarks. The company also offers an Eco Friendly line using recycled polyester, and has extended into sun-protective headwear including packable sun hats and boonie hats.
Totes operates as a direct-to-consumer brand through its Shopify-powered e-commerce storefront at totes.com, fulfilled from a single Cincinnati distribution center (9655 International Blvd) that ships within 48 hours, with free economy ground shipping on orders over $50 in North America. The go-to-market motion is self-serve consumer e-commerce supported by a Klaviyo-driven email program (including a 20% first-order acquisition offer), Facebook and Instagram organic social, paid search on Google and Bing, Pinterest advertising, and Shopify Audiences display retargeting. Pricing is unit-based across a single DTC channel — folding umbrellas $21–$55, stick umbrellas $34–$45, sandals $30–$31, hats $23–$28 — with no subscription or recurring revenue component. The company is privately held under the leadership of President & CEO Daniel Rajczak, with no public listing, no disclosed funding rounds, no acquisitions, and no operational expansion beyond North America in the available data. Customer base is horizontally segmented across general consumers of all ages, golf enthusiasts, and fashion-conscious buyers, with 4,000+ five-star product reviews cited as a brand-engagement signal.
Totes firmographics
Firmographics- Name
- Totes
- Legal name
- Totes Isotoner Corporation
- Website
- https://totes.com
- Company type
- Private
- Founded year
- 1924
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Totes Isotoner Corporation is a 1924-founded, Cincinnati-based consumer goods company that designs, manufactures, and sells weather protection products — umbrellas, rain boots, sandals, and sun hats — direct-to-consumer through its Shopify-powered totes.com storefront across North America, with proprietary technologies including Titan® windproof, SunGuard® UPF 50+, and Inbrella® reverse-close canopies.
- Ownership category
- akta.pro rank
Totes industry classification
Industry- Product category
- Consumer Umbrellas and Weather Protection
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Shoe Retailers (45821), Shoe Retailers (4582)
- SIC
- Retail-Apparel & Accessory Stores (5600), Rubber & Plastics Footwear (3021)
- akta.pro primary industry
- Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)
- akta.pro secondary industries
- High-Visibility, Rain & Thermal Riding Gear Retail (CRAMANAK), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)
Keywords
Where Totes is headquartered
LocationHeadquarters
- HQ city
- Cincinnati
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Totes business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase model for umbrellas, footwear, and accessories through direct-to-consumer e-commerce. Products include folding umbrellas ($30-$55), stick umbrellas ($36-$45), sandals ($30-$31), and boots. No subscription or recurring revenue stream.
- Clearance/Overstock Sales: Dedicated clearance section offering discounted products to move excess inventory.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Umbrella products ranging from budget to premium |
| Unit Pricing | Pay-as-you-go | Footwear products |
| Unit Pricing | Pay-as-you-go | Hats and accessories |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Totes product offering
Product offeringCore offering
Totes designs, manufactures, and sells weather protection consumer goods — primarily umbrellas (folding, stick, bubble, golf, and kids varieties), alongside sandals, rain boots, and sun-protective hats — directly to individual consumers through its Shopify-powered totes.com storefront. The portfolio is differentiated by proprietary umbrella technologies (Titan® windproof, SunGuard® UPF 50+, Inbrella® reverse-close, Auto-Open/Auto-Close) and Everywear® footwear comfort technology, with no third-party retail or marketplace channel disclosed.
Product overview
Totes is a consumer goods company specializing in weather protection products, primarily umbrellas, along with footwear (rain boots, sandals) and sun hats. The product portfolio centers on three core categories: umbrellas (including folding, stick, bubble, and golf varieties), footwear featuring Everywear comfort technology, and sun-protective hats. The umbrella line includes flagship products like the Ultimate Protection Folding Umbrella with Titan windproof and SunGuard UV protection technologies, Inbrella reverse-close umbrellas, and specialty golf umbrellas. Technology innovations including auto-open/auto-close mechanisms and eco-friendly materials differentiate the product line. The company operates as a single unified brand with multiple product families rather than a modular platform architecture.
Differentiator
Problem solved
Functional benefit
Brands
- Everywear®: Experience a life-changing level of comfort and durability with our Everywear technology.
- Inbrella®
- Titan®
- SunGuard®
- Auto-Open & Auto-Close
- Eco Friendly Umbrellas
Products and services
- Ultimate Protection Folding Umbrella with Wind & Sun Protection
Quantifiable outcome
- Windproof up to 75 MPH wind resistance
- +3 more outcomes
Companies that use Totes
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Totes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Totes partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- ShopifycoreShopify powers the totes.com e-commerce platform, providing the storefront infrastructure, payment processing (Shop Pay), checkout functionality, and advertising services including Shopify Audiences for personalized advertising with third-party services.
- KlaviyocoreKlaviyo provides email marketing automation and tracking services, enabling Totes to send promotional emails, track customer interactions, and manage email-based marketing campaigns including the 20% first-order discount offer.
- Facebook (Meta)coreFacebook tracking pixels and advertising integration for targeted marketing campaigns and audience building on the totes.com platform.
- Bing Ads (Microsoft)minorBing Ads advertising platform for search engine marketing and targeted advertising campaigns.
- PinterestminorPinterest tracking and advertising integration for visual discovery marketing.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Totes competitors and assessment
Company assessmentDirect peers
- ShedRain: ShedRain is a long-standing umbrella manufacturer and wholesaler selling folding, stick, golf, and kids umbrellas. Comparable to Totes on umbrella product breadth, heritage, and multi-channel distribution including wholesale.
- Bogs Footwear: Bogs sells waterproof boots, rain boots, and casual footwear DTC and through retail. Comparable to Totes in rain boots category and footwear technology positioning (comfort and waterproofing, similar to Everywear).
- Frogg Toggs: Frogg Toggs specializes in lightweight, breathable rain gear including jackets, pants, and ponchos. Comparable to Totes on rain-protection category and weather-protective apparel positioning.
- Davek New York: Davek sells premium umbrellas DTC, competing directly with Totes in the premium umbrella segment with a loss-protection guarantee. Comparable in product (umbrellas), price positioning ($50-$100+), and direct-to-consumer model.
- Blunt Umbrellas: Blunt sells premium engineered umbrellas with patented radial tensioning system. Directly comparable to Totes on premium umbrella positioning and proprietary technology differentiation (analogous to Totes' Titan technology).
- Repel Umbrella: Repel is a DTC umbrella brand selling compact, travel, and windproof umbrellas online. Directly comparable to Totes in product category (umbrellas), distribution model (DTC e-commerce), and target consumer (everyday weather protection).
- Joules: Joules is a British heritage lifestyle brand selling rainwear, wellington boots, and weather-protective apparel. Comparable to Totes on rain boots, rainwear, lifestyle branding, and weather-protection positioning.
- Hunter Boot Ltd: Hunter is the iconic rain boot brand selling waterproof footwear, outerwear, and accessories. Directly comparable to Totes on rain boots, brand heritage positioning, and weather-protection category.
Broad incumbents
- Columbia Sportswear: Columbia is a global outdoor apparel and footwear brand with rain jackets, footwear, and accessories. Comparable to Totes on rain jackets and weather-protective footwear, but as a much broader outdoor lifestyle portfolio.
- London Fog: London Fog is a heritage outerwear and umbrella brand offering coats, rainwear, and umbrellas. Comparable to Totes on rainwear and umbrella category overlap, but operates as a broader apparel/lifestyle portfolio rather than umbrella-specialized.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Totes social profiles
Digital presenceTotes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Totes leadership team
Management profileNumber of profiles
Profiles1 record
Totes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Totes 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 Totes
What does Totes do?
Totes designs, manufactures, and sells weather protection consumer goods — primarily umbrellas (folding, stick, bubble, golf, and kids varieties), alongside sandals, rain boots, and sun-protective hats — directly to individual consumers through its Shopify-powered totes.com storefront. The portfolio is differentiated by proprietary umbrella technologies (Titan® windproof, SunGuard® UPF 50+, Inbrella® reverse-close, Auto-Open/Auto-Close) and Everywear® footwear comfort technology, with no third-party retail or marketplace channel disclosed.
Is Totes a public or private company?
Totes is a private company. It is classified as unknown and is currently operating.
When was Totes founded?
Totes was founded in 1924. It employs 1,001 to 5,000 people.
Where is Totes based?
Totes is headquartered in Cincinnati, United States, in the North America region.
How does Totes make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are clearance/Overstock Sales.
Who are Totes's main competitors?
Direct peers on record are ShedRain, Bogs Footwear, Frogg Toggs, Davek New York, Blunt Umbrellas, Repel Umbrella, Joules and Hunter Boot Ltd. Broad incumbents are Columbia Sportswear and London Fog.
Does Totes have an API?
No public API is recorded for Totes.
What industry is Totes in?
Totes's product category is Consumer Umbrellas and Weather Protection. Its primary akta.pro industry code is CRAMAMAK, Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing), with a secondary code of CRAMANAK, High-Visibility, Rain & Thermal Riding Gear Retail. Its NAICS code is 458110 and its SIC code is 5600.