Covert
Covert is a Charlotte, NC-based direct-to-consumer e-commerce brand selling premium hemp-derived vapes, flower, gummies, concentrates, diamonds, and prerolls to U.S. adults aged 21 and older. Every product is third-party lab tested with a product-specific Certificate of Analysis and sold under 2018 Farm Bill compliance.
- Company typePrivate
- Founded2020
- HeadquartersCharlotte, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Covert does
Covert is a direct-to-consumer e-commerce brand that sells premium hemp-derived products, including vapes, cartridges, disposables, flower, gummies, concentrates, diamonds, and prerolls, exclusively to U.S. adults aged 21 and older. The company is organized as Covert LLC, headquartered at 10440 John Price Rd in Charlotte, North Carolina, and presents itself as a third-generation family brand with roots in Western North Carolina. Its 73-product catalog is sold through a single online storefront (gocovert.com) with nationwide shipping, and is supplemented by a customer community of more than 60,000 members and over 2,400 verified reviews averaging 4.9 out of 5 stars.
The core technology stack consists of hemp cultivation and modern extraction science, layered with a third-party laboratory testing regime in which every product is shipped with a product-specific Certificate of Analysis (COA) accessible from the website. The company uses strain-based merchandising (Indica, Hybrid, Sativa) and category-based filtering on its website, and emphasizes 2018 Farm Bill compliance as a structural differentiator versus gray-market competitors. The store is built on a standard CMS/e-commerce platform and relies on USPS and UPS with expedited options rather than operating proprietary logistics.
The commercial model is straightforward unit-based direct-to-consumer retail: products price in a tight $40–$50 range, free shipping kicks in at $75+, a 20% off first-order discount is offered for email signup, and a Covert Cash rewards program supports repeat purchases. There is no subscription tier, no wholesale or retail distribution, no B2B segment, and no disclosed institutional funding — the business is bootstrapped and founder/family controlled. Customer acquisition is primarily top-of-funnel through SEO, content, and email capture, with reviews and rewards handling mid- and post-sale engagement.
Covert firmographics
Firmographics- Name
- Covert
- Legal name
- Covert LLC
- Website
- https://covertcarts.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Covert is a Charlotte, NC-based direct-to-consumer e-commerce brand selling premium hemp-derived vapes, flower, gummies, concentrates, diamonds, and prerolls to U.S. adults aged 21 and older. Every product is third-party lab tested with a product-specific Certificate of Analysis and sold under 2018 Farm Bill compliance.
- Ownership category
- akta.pro rank
Covert industry classification
Industry- Product category
- Hemp Products
- NAICS
- Tobacco, Electronic Cigarette, and Other Smoking Supplies Retailers (459991)
- SIC
- Retail-Drug Stores And Proprietary Stores (5912)
- akta.pro primary industry
- Hemp-Derived Delta-8/Delta-9/THC-A Specialty Retail (Where Legal) (CRANAHAD)
- akta.pro secondary industries
- Hemp Flower & Pre-Roll Retail (Non-Dispensary) (CRANAHAE), CBD/Hemp Specialty Stores (Tinctures, Oils, Edibles) (CRANAHAA)
Keywords
Where Covert is headquartered
LocationHeadquarters
- HQ city
- Charlotte
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Covert business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: E-commerce sales of hemp products (vapes, flower, gummies, concentrates, prerolls) directly to consumers. One-time purchase model with no subscription. Revenue generated from product transactions with pricing ranging from $40-$50 per unit. Offers free shipping on orders $75+ and rewards program (Covert Cash).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing for individual units |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Covert product offering
Product offeringCore offering
Covert is a direct-to-consumer hemp e-commerce brand selling Delta-8, THCa, THC-P, and related hemp-derived products including vapes, flower, gummies, concentrates, and prerolls. The company operates a seed-to-shelf model from Western North Carolina, with every product third-party lab tested and shipped with product-specific Certificates of Analysis documenting cannabinoid content and screening for pesticides, heavy metals, and residual solvents.
Product overview
Covert is a direct-to-consumer hemp e-commerce platform offering a diverse portfolio of hemp-derived products. The core offering includes five main product categories: Vapes (with sub-products Cartridges and Disposables), Flower, Gummies, Concentrates (with sub-product Diamonds), and Prerolls, plus a Clearance category. All products are hemp-derived, third-party lab tested, and shipped with Certificates of Analysis (COAs). The company operates a seed-to-shelf model from Western North Carolina and emphasizes federal compliance, quality verification, and direct-to-door shipping for customers aged 21 and older.
Differentiator
Problem solved
Functional benefit
Products and services
- Vapes
- Gummies
- Flower
- Concentrates
- Diamonds
- Cartridges
- Disposables
- Prerolls
Quantifiable outcome
- 4.9/5 star rating from 2,400+ customer reviews
- +1 more outcomes
Companies that use Covert
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles1 record
Covert technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Covert partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights4 records
Covert competitors and assessment
Company assessmentDirect peers
- 3Chi: 3Chi is one of the most prominent US hemp-derived cannabinoid brands, selling Delta-8, THCa, HHC, and similar products via DTC e-commerce. It is a direct competitor to Covert across vape, edible, and concentrate categories with comparable COA-driven trust positioning.
- Binoid: Binoid sells Delta-8, THCa, THC-P, and other hemp-derived vapes, gummies, and flower direct-to-consumer online. Closely comparable to Covert on product mix, price points ($30-$60), and lab-testing-led marketing.
- Exhale Wellness: Exhale Wellness is a DTC hemp brand offering Delta-8, THCa, and CBD vapes, gummies, and flower with third-party lab testing. Directly competes with Covert for the same adult hemp consumer persona with similar messaging around purity and transparency.
- Moonwlkr: Moonwlkr markets flavored Delta-8 and hemp-derived vapes and gummies directly to consumers online. Comparable product range, price points, and DTC motion, targeting an overlapping young-adult hemp consumer.
- TRE House: TRE House sells Delta-8, THCa, and other hemp-derived vapes, gummies, and prerolls through its own e-commerce site. Overlaps with Covert on the vape and edible categories and competes for the same compliance-focused buyer.
- Botany Farms: Botany Farms is a hemp flower and preroll specialist selling direct-to-consumer with third-party lab testing. Strongly comparable to Covert's flower and preroll portion of the catalogue and its COA-led positioning.
- Tweedle Farms: Tweedle Farms specializes in CBD and compliant hemp flower sold DTC with full lab reports. Comparable to Covert's flower category and family-style brand narrative, though with a less emphatic focus on Delta-8 and THCa.
- Plain Jane: Plain Jane sells hemp flower, prerolls, and CBD products direct-to-consumer with strong lab transparency. Comparable to Covert's flower/preroll SKUs and its mid-premium price positioning.
Emerging players
- Wildflower Hemp Co. Wildflower Hemp Co. is a smaller DTC hemp brand offering flower and vapes with an emphasis on transparency. Comparable emerging competitor in Covert's hemp specialty retail niche with overlapping target customer.
Broad incumbents
- CBDistillery: CBDistillery is a large, established CBD and hemp wellness retailer offering tinctures, gummies, topicals, and vapes DTC. Broader incumbent in the hemp retail space that overlaps with Covert on gummies and CBD-adjacent SKUs, though more focused on CBD than Delta-8 or THCa.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Covert social profiles
Digital presenceCovert compliance and trust
Trust signalCompliance1 record
Covert financial estimates
Financial estimateRevenue estimate
Valuation estimate
Covert leadership team
Management profileNumber of profiles
Covert funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Covert 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 Covert
What does Covert do?
Covert is a direct-to-consumer hemp e-commerce brand selling Delta-8, THCa, THC-P, and related hemp-derived products including vapes, flower, gummies, concentrates, and prerolls. The company operates a seed-to-shelf model from Western North Carolina, with every product third-party lab tested and shipped with product-specific Certificates of Analysis documenting cannabinoid content and screening for pesticides, heavy metals, and residual solvents.
Is Covert a public or private company?
Covert is a private company. It is classified as family owned and is currently operating.
When was Covert founded?
Covert was founded in 2020. It employs 11 to 50 people.
Where is Covert based?
Covert is headquartered in Charlotte, United States, in the North America region.
How does Covert make money?
One revenue line is on record: direct Product Sales.
Who are Covert's main competitors?
Direct peers on record are 3Chi, Binoid, Exhale Wellness, Moonwlkr, TRE House, Botany Farms, Tweedle Farms and Plain Jane. Wildflower Hemp Co. is listed as an emerging player. CBDistillery is listed as a broad incumbent.
Does Covert have an API?
No public API is recorded for Covert.
What industry is Covert in?
Covert's product category is Hemp Products. Its primary akta.pro industry code is CRANAHAD, Hemp-Derived Delta-8/Delta-9/THC-A Specialty Retail (Where Legal), with a secondary code of CRANAHAE, Hemp Flower & Pre-Roll Retail (Non-Dispensary). Its NAICS code is 459991 and its SIC code is 5912.