Rene Rofe
René Rofé is a privately held New York-based women's intimate apparel brand founded in 1986, selling bras, panties, lingerie, shapewear, sleepwear, and kids' intimates direct-to-consumer through its Shopify e-commerce site at accessible price points.
- Company typePrivate
- Founded1986
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rene Rofe does
René Rofé is a privately held women's intimate apparel brand founded in 1986 and headquartered in New York. The company designs, manufactures, and retails bras, panties, sexy lingerie, shapewear, sleepwear, and a smaller Kids & Baby collection through its owned Shopify-based e-commerce storefront at renerofe.com. Core assortments span wireless basics, push-up, lace, and seamless bras in sizes 32A–46H; panties and thongs in multi-pack formats; babydolls, teddies, chemises, bodysuits, and bodystockings; coordinated 2- and 3-piece lingerie sets; and roleplay costumes. Size inclusivity is positioned as a differentiator, with XS through 3X/4X offered across most categories.
The business operates a direct-to-consumer go-to-market with no disclosed wholesale, marketplace, or physical retail channels. Revenue is generated through one-time unit-priced product sales, with individual items ranging from approximately $8.99 for panties to $59.99 for multi-pack bras. The company sustains a heavy promotional cadence (25–40% discounts, including a 337-product spring clearance), offers free shipping on orders over $50, and backs purchases with a 15-day satisfaction guarantee. Marketing is conducted primarily through organic Instagram (@rene.rofe.lingerie), the 'Live, Love, Lace' content blog, and email newsletters, supplemented by earned media coverage in Cosmopolitan, People Magazine, and Popsugar. A budget-tier sub-brand, Sophie B, extends the price ladder with multi-pack basics.
No proprietary technology, AI/ML capabilities, patents, partnerships, funding rounds, or third-party distribution arrangements are disclosed. Customer acquisition is decentralized across the long tail of individual retail buyers served through the single DTC channel, with no enterprise or wholesale accounts on record. The company maintains 101–250 employees and reports no public financials.
Rene Rofe firmographics
Firmographics- Name
- Rene Rofe
- Legal name
- René Rofé
- Website
- https://renerofe.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- René Rofé is a privately held New York-based women's intimate apparel brand founded in 1986, selling bras, panties, lingerie, shapewear, sleepwear, and kids' intimates direct-to-consumer through its Shopify e-commerce site at accessible price points.
- Ownership category
- akta.pro rank
Rene Rofe industry classification
Industry- Product category
- Women's Intimate Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (4581)
- SIC
- Retail-Women's Clothing Stores (5621), Women's, Misses', Children's & Infants' Undergarments (2340)
- akta.pro primary industry
- Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD)
- akta.pro secondary industries
- Intimates, Lingerie & Sleepwear Retail (CRAAABAF), Fast Fashion Intimates & Sleepwear (CRAAAGAH), Baby Apparel (0–24 months) (CRAAAHAA)
Keywords
Where Rene Rofe is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rene Rofe business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time product sales through their e-commerce website. Customers purchase individual items or multi-packs of intimate apparel including bras, panties, lingerie sets, sleepwear, and shapewear. No subscription model is evident from the website.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single items and multi-packs at various price points |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Rene Rofe product offering
Product offeringCore offering
René Rofé designs, sources, and sells women's intimate apparel directly to consumers through its own e-commerce storefront at renerofe.com. The product range includes bras, panties, sexy lingerie (babydolls, teddies, chemises, lingerie sets, bodystockings, dresses, roleplay), shapewear, sleepwear and loungewear, and a kids and baby line. All sales occur online with unit and multi-pack pricing, 25–30% promotional discounts, free shipping on orders above $50, and a 15-day satisfaction guarantee.
Product overview
René Rofé is a women's intimate clothing e-commerce company operating since 1986, offering a unified portfolio of lingerie and sleepwear products. The core offerings span bras, panties, sexy lingerie, shapewear, sleepwear, and kids/baby categories. Key sub-categories include lingerie sets (2-piece and 3-piece), babydolls, chemises, teddies, bodysuits, bodystockings, dresses (net, long sleeve), and roleplay costumes. Products are sold primarily through the company's Shopify-based e-commerce platform with free shipping on orders over $50 and a 15-day satisfaction guarantee.
Differentiator
Problem solved
Functional benefit
Brands
- Sophie B: A sub-brand under René Rofé offering budget-friendly lingerie basics including multi-pack bras and panties.
Products and services
- Bras Core bra collection featuring wireless basics, push-up styles, lace-detailed styles, seamless T-shirt bras, and convertible options in sizes 32A to 46H, sold directly to women through the renerofe.com online storefront.
- Panties Women's underwear collection including thongs, bikinis, hipsters, boyshorts, lace styles, seamless options, and multi-packs, priced individually from approximately $8.99 to $14.99 per item.
- Sexy Lingerie Sensual lingerie collection including babydolls, bodystockings, chemises, teddies, corsets, crotchless styles, lingerie sets, dresses, and roleplay costumes in sizes XS to 2X, with 279 products in the active catalog.
- Lingerie Sets Coordinated lingerie sets including two-piece and three-piece combinations pairing bras with matching panties, thongs, crotchless styles, garter belts, chokers, or decorative harnesses.
- Bodysuits and Bodystockings Figure-hugging bodysuits and bodystockings with various necklines, snap closures, intricate patterns, cutouts, fishnet designs, and open-crotch styles for foundation and intimate wear.
- Shapewear Body-smoothing shapewear garments designed for silhouette enhancement under clothing, marketed for styling confidence and a seamless look under outfits.
- Sleepwear and Loungewear Comfortable sleepwear and loungewear collection including chemises, pajama shorts, joggers, robes, sleep sets, and loungewear for women.
- Kids and Baby Children's underwear and baby clothing sold directly to parents and gift-buyers via the renerofe.com storefront.
Companies that use Rene Rofe
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Rene Rofe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rene Rofe partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights5 records
Rene Rofe competitors and assessment
Company assessmentBroad incumbents
- Skims: Kim Kardashian-founded DTC shapewear and intimates brand with very strong cultural positioning and celebrity-driven marketing. Overlaps with René Rofé in shapewear, bras, and sleepwear at the higher-cachet end of the category.
- Victoria's Secret: Largest specialty lingerie retailer in the US, operating both stores and DTC e-commerce across bras, panties, sleepwear, and beauty. Overlaps with René Rofé across most categories but at much larger scale.
Direct peers
- Cuup: Modern DTC intimates brand focused on minimalist bras, underwear, and swimwear sold direct-to-consumer. Comparable in channel, target demographic, and emphasis on fit innovation within intimates.
- Cosabella: Italian-American luxury lingerie and loungewear brand with strong DTC and boutique wholesale presence. Comparable in heritage positioning, lace/bra assortment, and direct-to-consumer emphasis.
- ThirdLove: DTC intimates brand known for half-cup sizing and inclusive fit (similar XS-4X sizing approach). Competes directly with René Rofé in bras and everyday intimates sold through owned e-commerce.
- Hanky Panky: Heritage American lingerie brand (founded 1977) best known for signature thongs and lace intimate apparel. Comparable to René Rofé as a long-established specialty intimates retailer with premium positioning.
- Adore Me: Affordable DTC intimates and lingerie brand with broad size range and frequent promotions. Closely comparable to René Rofé in price positioning, promotional intensity, and category breadth.
- Harper Wilde: DTC bra and intimates brand focused on everyday essentials with inclusive sizing. Comparable in channel (DTC), assortment (bras, basics), and value-tier positioning.
- Savage X Fenty: Rihanna-founded DTC intimates brand selling bras, panties, lingerie sets, and sleepwear directly to consumers. Closely comparable to René Rofé in channel (DTC), assortment (bras, lingerie, sleepwear), and inclusive-size positioning.
Emerging players
- Tommy John: DTC apparel basics brand (underwear, bras, loungewear) with focus on comfort, fit, and inclusive sizing. Adjacent comparable — overlaps with René Rofé in everyday intimates but with broader men's and women's basics assortment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Rene Rofe social profiles
Digital presenceRene Rofe financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rene Rofe leadership team
Management profileNumber of profiles
Profiles1 record
Rene Rofe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rene Rofe 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 Rene Rofe
What does Rene Rofe do?
René Rofé designs, sources, and sells women's intimate apparel directly to consumers through its own e-commerce storefront at renerofe.com. The product range includes bras, panties, sexy lingerie (babydolls, teddies, chemises, lingerie sets, bodystockings, dresses, roleplay), shapewear, sleepwear and loungewear, and a kids and baby line. All sales occur online with unit and multi-pack pricing, 25–30% promotional discounts, free shipping on orders above $50, and a 15-day satisfaction guarantee.
Is Rene Rofe a public or private company?
Rene Rofe is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rene Rofe founded?
Rene Rofe was founded in 1986. It employs 101 to 250 people.
Where is Rene Rofe based?
Rene Rofe is headquartered in New York, United States, in the North America region.
How does Rene Rofe make money?
One revenue line is on record: direct Product Sales.
Who are Rene Rofe's main competitors?
Broad incumbents on record are Skims and Victoria's Secret. Direct peers are Cuup, Cosabella, ThirdLove, Hanky Panky, Adore Me, Harper Wilde and Savage X Fenty. Tommy John is listed as an emerging player.
Does Rene Rofe have an API?
No public API is recorded for Rene Rofe.
What industry is Rene Rofe in?
Rene Rofe's product category is Women's Intimate Apparel. Its primary akta.pro industry code is CRAAAIAD, Lingerie & Seduction (Sets, Bodysuits, Teddies), with a secondary code of CRAAABAF, Intimates, Lingerie & Sleepwear Retail. Its NAICS code is 458110 and its SIC code is 5621.