What Mott50 does

Mott50 is a direct-to-consumer sub-brand of Coolibar that sells UPF 50+ sun-protective resortwear and apparel to style-conscious women. Its product line is a capsule collection spanning tops, bottoms, dresses, swimwear, and accessories, with individual items priced from $90 (tops and accessories) to $190 (swimwear), placing it at the premium end of the sun-protective apparel category. The underlying technology is Coolibar's proprietary UPF 50+ fabric platform, developed over 25+ years, which blocks 98% of UVA and UVB rays and is certified by The Skin Cancer Foundation (Seal of Recommendation).

The brand operates exclusively through Coolibar's e-commerce storefront on Coolibar.com, with no standalone retail or wholesale channel and no mobile app. It ships globally to 15+ countries, accepts major credit cards plus PayPal, Shop Pay, Afterpay, and Klarna, and runs free-shipping promotions (over $125 or 3+ items; free 2-day shipping over $250) to drive AOV. Customer acquisition is content-led via sun-safety education, and the brand inherits Coolibar's Sun-Safe Rewards loyalty program and Medical Affiliate Program as retention infrastructure.

The revenue model is one-time unit purchases with no subscription, rental, or licensing streams visible. Mott50 is one of three brands under privately held Coolibar (alongside the core Coolibar and Suntect brands), with no separate funding history, ownership structure, or financials disclosed; the parent is positioned as the self-claimed #1 Sun Protection Brand Worldwide. There is no publicly disclosed management team for Mott50 distinct from Coolibar, no M&A activity, and no AI/ML capabilities evidenced in the input data.

Name

Mott50

Legal name

Mott50 (brand operated by Coolibar)

Website

https://mott50.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Mott50 is a direct-to-consumer sub-brand of Coolibar selling premium UPF 50+ sun-protective resortwear and swimwear for style-conscious women, priced $90-$190 and shipped globally through Coolibar.com.

Ownership category

akta.pro rank

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct Product Sales: One-time purchase model for sun-protective resortwear including tops, bottoms, dresses, swimwear, and accessories. Products are sold at premium price points ranging from $90 to $190 per item.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Mott50 Edition is a luxurious UPF 50+ sun-protective resortwear capsule collection for women, operated as a sub-brand under Coolibar. It sells certified UPF 50+ apparel — tops, bottoms, dresses, swimwear, and accessories — combining UVA/UVB-blocking fabric performance with elegant resortwear styling for vacation and outdoor use.

Product overview

Mott50 Edition is a sub-brand of Coolibar offering a luxurious resortwear capsule collection with UPF 50+ sun-protective clothing. The collection includes Tops, Bottoms, Dresses, Swimwear, and Accessories—all meticulously designed for women who want to embrace sun-safe sophistication. The product portfolio spans from everyday tops like the Roule Turtleneck Top and Rhodes Pleated Back Shirt, to swimwear like the Mila Long Sleeve One Piece, to dresses including The Captiva 2.0 Shirt Dress and Wynwood Maxi Dress, plus accessories like The Melbourne Shawl and Montauk Large Brim Sun Hat. Every product in the line is certified UPF 50+, blocking 98% of UVA and UVB rays while maintaining elegant resortwear aesthetics.

Differentiator

Problem solved

Functional benefit

Brands

• Mott50 Edition: Luxurious resortwear capsule collection with UPF 50+ protection, including tops, bottoms, dresses, accessories, and swimwear designed for the modern woman seeking sun-safe sophistication.

Products and services

• Mott50 Tops UPF 50+ sun-protective tops for women, including items such as the Roule Turtleneck Top ($90) and Rhodes Pleated Back Shirt, designed for everyday wardrobe sophistication.
• Mott50 Bottoms UPF 50+ bottom wear including Hydra Tie Pants ($180), offering sun protection with sophisticated styling.
• Mott50 Dresses Sun-safe dress collection featuring The Captiva 2.0 Shirt Dress ($170), Wynwood Maxi Dress ($150), Monroe 2.0 Midi Dress ($150), and Icaria Tunic Dress ($180).
• Mott50 Swimwear UPF 50+ swim collection including the Mila Long Sleeve One Piece Swimsuit ($190) for luxury sun-safe swimming.
• Mott50 Accessories Sun-protective accessories including The Melbourne Shawl ($120) and Montauk Large Brim Sun Hat ($99) for complete sun-safe styling.

Quantifiable outcome

• Blocks 98% of UVA and UVB rays with UPF 50+ certification

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• The Skin Cancer FoundationcoreOthersMott50/Coolibar products carry the Skin Cancer Foundation Seal of Recommendation, indicating effective sun protection. This endorsement provides credibility for the brand's UV protection claims and health-focused positioning.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Regional players

• St. John Knit International: Premium women's knitwear and resortwear brand with strong luxury department store presence. Comparable to Mott50's premium price points ($150-$190+) and style-conscious resort customer, though focused on knit luxury rather than technical sun protection.

Direct peers

• Cabana Life: Sun-protective apparel brand with focus on stylish UPF 50+ swimwear and resortwear. Highly comparable to Mott50's positioning at the intersection of sun safety and fashionable resortwear, particularly in the swimwear and beach categories.
• Coolibar: Coolibar is Mott50's parent company and the original sun-protective apparel brand under which Mott50 operates. Both sell UPF 50+ certified women's apparel through the same e-commerce storefront and share identical fabric technology, making Coolibar the most directly comparable competitor and internal benchmark.
• UV Skinz: Specialty brand offering UPF 50+ sun-protective clothing with strong focus on family and active lifestyle. Comparable to Mott50 through shared UPF 50+ certification positioning and DTC apparel model, though UV Skinz skews more toward activewear and family segments.
• Solbari: Australian-founded DTC brand specializing in UPF 50+ sun-protective clothing for women and men. Closely comparable to Mott50 in product category (UPF apparel), target customer (sun-safety conscious consumers), and direct-to-consumer business model.
• Sunday Afternoons: Specialty brand offering UPF-rated sun hats and sun-protective apparel. Directly comparable through overlapping accessory categories (sun hats, shawls) and shared emphasis on certified UV protection in outdoor contexts.
• Solumbra: Pioneer in sun-protective clothing offering UPF 50+ apparel including tops, swimwear, and accessories. Comparable through long-standing UPF certification focus, medically-oriented positioning, and DTC distribution model.
• Wallaroo Hat Company: Specialty brand focused on UPF-rated sun hats and accessories for women. Directly comparable to Mott50's accessory line (e.g., Montauk Large Brim Sun Hat) through shared emphasis on fashionable sun-protective headwear.

Broad incumbents

• Lilly Pulitzer: Premium women's resortwear brand known for colorful, stylish dresses and beachwear. Comparable to Mott50's luxury resortwear positioning, price points, and customer demographic, though Lilly Pulitzer does not specialize in UPF sun protection.
• Columbia Sportswear: Large outdoor apparel incumbent with Omni-Shade UPF sun-protective technology across broad product portfolio. Comparable through UPF apparel offerings but operates at much larger scale across multiple outdoor categories beyond sun protection.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mott50spf
• Facebookfacebook.com/mott50
• LinkedInlinkedin.com/company/mott-50

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 Mott50