The Oodie

What The Oodie does

The Oodie, legally Davie Clothing Pty Ltd, is an Australian-based direct-to-consumer apparel and soft-goods brand founded in 2018. It designs, sources, and retails comfort wear centered on its signature oversized wearable blanket (the Oodie™), with a broad catalog extending into dressing gowns and robes, sleepwear, loungewear, hoodies and sweatshirts, onesies, puffer jackets, sherpa and weighted blankets, cooling blankets, pet products, accessories, e-gift cards, and a premium Luxe Collection. Products are priced on a one-time-purchase basis from approximately $22 for accessories to $169 AUD for puffer jackets, with licensed collaborations featuring entertainment franchises such as Harry Potter, Pokémon, Hello Kitty, Dragon Ball Super, Friends, Care Bears, Squid Game, Squishmallows, Naruto, One Piece, and others. All products carry OEKO-TEX® Standard 100 certification.

The company is a brand-led consumer goods business with no proprietary technology platform; its technical moat sits in fabric selection and comfort construction (sherpa fleece, fluffy materials, weighted blanket formats, cooling fabrics) rather than software. Distribution is primarily direct-to-consumer via localized e-commerce storefronts for Australia and New Zealand (theoodie.com), the UK (theoodie.co.uk), and the US (us.theoodie.com), supplemented by a dedicated iOS/Android mobile app with app-exclusive promotions and physical retail showrooms in Australian cities tied to AFL team partnerships.

The Oodie reports serving 4M+ customers globally with 8M+ Oodie™ Originals sold worldwide, generates revenue through one-time product sales (no subscription), and runs a multi-channel marketing program across social media, email, paid search, influencer/ambassador activity, and a Rivo-powered VIP loyalty program with Bronze, Silver, and Gold tiers. The company is privately held with no disclosed institutional funding, operating as founder-owned under Davie Clothing Pty Ltd, with 51-100 employees headquartered in Australia.

Name

The Oodie

Legal name

Davie Clothing Pty Ltd

Website

https://theoodie.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

The Oodie is an Australian direct-to-consumer comfortwear brand that designs and retails oversized wearable blankets, loungewear, sleepwear, and licensed character apparel to 4M+ individual consumers across Australia, New Zealand, the UK, and the US via localized e-commerce storefronts, mobile apps, and physical showrooms.

Ownership category

akta.pro rank

Product category

Comfort Wear and Loungewear

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

akta.pro secondary industries

Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE), Pet Apparel & Accessories Retail (Leashes, Collars, Clothing) (CRALAHAM)

Keywords

• Wearable blankets
• Comfort loungewear
• Licensed character apparel
• Sherpa fleece products
• Oversized sleepwear

Headquarters

HQ city

Harrison

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, Others

Revenue model

1. Product Sales: The Oodie generates revenue through direct-to-consumer sales of branded comfort wear products including wearable blankets (Oodie™ Originals), dressing gowns, sleepwear, loungewear, hoodies, outerwear (puffer jackets), blankets, pet products, and accessories. Products are sold at one-time purchase prices ranging from approximately $29 to $169 AUD. The company also offers e-gift cards as an additional revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Oodie designs, brands, and sells oversized wearable blankets (the Oodie™ Original), dressing gowns, sleepwear, loungewear, outerwear, blankets, pet products, and accessories primarily through direct-to-consumer e-commerce. The product range is expanded through licensed collaborations with major entertainment properties such as Harry Potter, Pokémon, Hello Kitty, Dragon Ball Super, Care Bears, and Friends. Products are priced between approximately $29 and $169 AUD and sold to individual consumers across Australia, the UK, the US, and New Zealand.

Product overview

The Oodie is a comfort wear brand specializing in oversized wearable blankets and loungewear products. The core product is the Oodie™ Originals line, which includes the signature oversized wearable blanket along with variations such as licensed character collaborations (featuring brands like Harry Potter, Pokémon, Friends, Hello Kitty, Dragon Ball Super, Care Bears, and others). The product portfolio extends across multiple categories including dressing gowns and robes (Sherpa, Fluffy, Summer), sleepwear (sleep tees, pyjama sets with warming and cooling technologies), loungewear (lounge sets, tops, bottoms, hoodies, sweatshirts, onesies), outerwear (puffer jackets), blankets (Sherpa, Weighted, Cooling, Licensed), pet products, and accessories (pamper packs, shoes, socks, cushion cases). A premium sub-brand called Luxe Collection offers enhanced-quality versions of blankets, robes, and cushion cases. The company also offers digital gift cards. The Oodie has sold over 8 million Oodie™ Originals worldwide and serves over 4 million customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Oodie™ Originals (Wearable Blankets)

Quantifiable outcome

• 4 Million+ happy customers globally
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• OEKO-TEX®minorOthersThe Oodie products are certified under OEKO-TEX® Standard 100, indicating that all components of the products have been tested for harmful substances and meet international safety standards. This is a product quality certification rather than a commercial partnership.
• AFL Teams (Melbourne, Richmond, Collingwood, etc.)minorOthersThe Oodie has retail partnerships with multiple Australian Football League teams including Melbourne, Richmond, Collingwood, Essendon, Fremantle Dockers, Geelong Cats, Hawthorn Hawks, North Melbourne, Port Adelaide, St Kilda, Sydney Swans, West Coast Eagles, Western Bulldogs, Carlton, and GWS Giants. These partnerships likely involve branded merchandise or pop-up retail at stadiums.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cozy Earth: DTC premium loungewear, sleepwear, and bedding brand. Competes with The Oodie on bamboo/fleece loungewear, sleepwear, and weighted blankets in the same mid-to-premium comfort category.
• Barefoot Dreams: Premium comfort and loungewear brand known for its CozyChic blanket and robe line. Competes with The Oodie's Luxe tier on premium positioning, fabric softness, and gift-ability.
• Lunya: Premium DTC sleepwear and loungewear brand for women. Overlaps directly with The Oodie's sleep tees, pyjamas, and dressing gown categories on fabric quality and gift positioning.
• The Comfy: Original wearable blanket brand and The Oodie's closest direct competitor. Sells a near-identical oversized sherpa wearable blanket product through DTC e-commerce, targeting the same at-home comfort consumer.

Broad incumbents

• Primark: Mass-market fast-fashion retailer with broad loungewear, hoodies, and sleepwear assortments at low price points. Pressures The Oodie on price for value-driven comfortwear shoppers.
• Disney (Shop Disney Apparel & Loungewear): Sells licensed character loungewear, sleepwear, and hoodies through Disney's own retail channels. Competes with The Oodie's licensed IP portfolio at scale and with substantially deeper franchise ownership.
• Amazon Private Label (Amazon Essentials, Goodthreads): Owns massive e-commerce distribution plus private-label loungewear, hoodies, and sherpa blankets at aggressive price points. Threatens The Oodie's DTC economics through both supply-side competition and traffic concentration.

Regional players

• Kip & Co: Australian homewares and pyjama brand with playful licensed patterns and giftset positioning. Overlaps with The Oodie on sleepwear, dressing gowns, and gift-driven purchase occasions in Australia.
• Cotton On: Australian-founded, vertically integrated apparel and loungewear retailer with strong Australasian presence. Most direct regional competitor to The Oodie's home market across hoodies, sweats, and sleepwear.

Others

• Yankee Candle / Etsy licensed merchandise makers: Adjacent licensed-collectibles and gifting ecosystem that competes for the same fandom-driven gifting dollars The Oodie targets with its entertainment IP loungewear.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/The_Oodie
• Facebookfacebook.com/TheOfficialOodie
• Instagraminstagram.com/the_oodie
• TikToktiktok.com/@the_oodie
• LinkedInlinkedin.com/company/the-oodie

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Oodie