Liforme

What Liforme does

Liforme is a London-based, privately held direct-to-consumer yoga brand founded in 2008 that designs, manufactures, and sells premium yoga mats and accessories globally. The company's core products are built on three proprietary technologies: GripForMe® (open-cell non-slip surface), AlignForMe® (a patented posture alignment guide with central, end-to-end, and 45° markers), and CleanGrip® (a three-layer construction preventing sweat absorption into the natural rubber base). The portfolio spans standard mats (185cm x 68cm, 4.2mm), travel mats (180cm x 66cm, 2mm), XL mats (210cm x 70cm), kids mats, knee pads, mat cleaners, and a customisable Liforme x You range, with prices ranging from $24 (cleaner) to $240 (custom mat).

The business model is primarily e-commerce DTC through liforme.com, shipping to 100+ countries with free standard shipping thresholds, complemented by a wholesale programme for studios and retailers, a Taiwan reseller (Silver Net Global), and Amazon.ae marketplace presence. Pricing is positioned in the premium tier ($130-$240 for mats), with payment options including Klarna's 4-installment plan and a 30-day money-back guarantee. Liforme generates revenue through one-time purchases across yoga mat sales, accessories, wholesale/bulk orders, and custom mat sales, with no recurring subscription revenue disclosed. All mats are PVC-free, biodegradable (1-5 years in landfill), Vegan certified, and the company is a Certified B Corporation.

Liforme's customer segments include individual yoga practitioners of all levels (primary), yoga teachers and instructors, yoga studios and retailers, and travel yogis. The company has accumulated 15,519 customer reviews with a 4.9-star average rating and is supported by a yoga teacher ambassador programme, referral incentives, content marketing through the LiveForMore® blog, and a portfolio of mission-aligned partnerships (CleanHub, Tree-Nation, Friends of the Earth, GLAAD, Yoga Gives Back). Revenue is not publicly disclosed.

Name

Liforme

Website

https://liforme.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Liforme is a London-based premium yoga brand that designs and sells proprietary non-slip, alignment-guided yoga mats directly to consumers worldwide. Founded in 2008, the company ships to 100+ countries, serves practitioners, teachers, and studios, and operates wholesale and marketplace channels.

Ownership category

akta.pro rank

Product category

Yoga Mats and Accessories

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro industry

PRIMARYCRAMACAE

Yoga, Pilates & Studio Wear Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Athletic Footwear & Sport Apparel Retail

Keywords

• Premium yoga mats
• Yoga accessories
• Eco-friendly yoga equipment
• Alignment yoga mats
• Non-slip yoga mats

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Yoga Mat Sales: Primary revenue stream from direct sales of yoga mats and accessories through e-commerce website. Products include regular yoga mats, travel mats, XL mats, kids mats, and yoga pads. One-time purchase model with prices ranging from $130-$240 for mats.
2. Accessories Sales: Secondary revenue from complementary products including yoga mat cleaner ($24), water bottles, and yoga accessories.
3. Wholesale/Bulk Orders: B2B sales to yoga studios and retailers through wholesale program with volume-based pricing discounts (bulk discounts for larger orders).
4. Custom Mat Sales: Premium bespoke Liforme x You custom yoga mats sold at $240 with longer production and shipping timeframes.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Liforme designs, manufactures, and sells premium yoga mats and accessories through its own e-commerce website and wholesale channels. Its core products are yoga mats built on proprietary GripForMe®, AlignForMe®, and CleanGrip® technologies using sustainably sourced natural rubber and PVC-free materials, offered in Classic, Travel, XL, Kids, themed design, and fully bespoke (Liforme x You) variants. Complementary offerings include a yoga pad, kids mat, and a branded mat cleaner.

Product overview

Liforme is a yoga equipment company offering high-performance yoga mats and accessories. The core product line includes three main mat types: the Classic Yoga Mat (standard 185cm x 68cm, 4.2mm thick, ~2.5kg), the Travel Yoga Mat (portable 180cm x 66cm, 2mm thick, ~1.6kg), and the XL Yoga Mat (extra-large 210cm x 70cm, 4.2mm thick, ~3.5kg). These are complemented by an extensive range of printed and themed designs including the Cosmic Moon, Tropical Paradise, Enchanted Forest Awakenings, Blossoming Lotus, Mindful Garden, White Magic, Rainbow, Black & Gold, Magic Galaxy, Expressions, Dragon & Phoenix, Mother Earth, and x Jivamukti collections. The company also offers customizable mats through the Liforme x You program, yoga knee pads, kids mats, and a proprietary yoga mat cleaner. All mats feature proprietary GripForMe non-slip surface technology and the AlignForMe posture alignment system. The product portfolio is unified by eco-friendly materials (natural rubber, PVC-free, biodegradable within 1-5 years, Vegan certified) and consistent performance features across all mat types.

Differentiator

Problem solved

Functional benefit

Brands

• Liforme x You: Customizable yoga mats allowing customers to design their own unique mat with personalized designs.

Products and services

• Liforme Classic Yoga Mat The original Liforme signature yoga mat featuring GripForMe® non-slip surface and AlignForMe® posture alignment design. Measures 185cm x 68cm, 4.2mm thick, approximately 2.5kg, made from sustainably sourced natural rubber with PVC-free materials. Priced at $160 and aimed at individual yoga practitioners of all levels.
• Liforme Classic Travel Yoga Mat Lightweight, portable yoga mat designed for travel; measures 180cm x 66cm, 2mm thick, approximately 1.6kg, featuring GripForMe® surface and AlignForMe® system in a compact format. Priced at $130 and targeted at practitioners who travel and need a packable mat.
• Liforme XL Yoga Mat Extra-large yoga mat for taller practitioners or those wanting more practice space. Measures 210cm x 70cm, 4.2mm thick, approximately 3.5kg, featuring a special edition Extra Large AlignForMe® system. Priced from $190.
• Liforme Cosmic Moon Yoga Mat Yoga mat featuring celestial moon-themed AlignForMe® design in shades of yellow, blue, green, lilac, and white. Measures 185cm x 68cm, 4.2mm thick, approximately 2.5kg, printed with eco-friendly non-toxic inks. Priced at $190.
• Liforme Tropical Paradise Yoga Mat Vibrant yoga mat with tropical flora and fauna design in pink, green, orange, purple, red, yellow, and white. Features AlignForMe® system and GripForMe® non-slip surface. Priced at $190.
• Liforme x Jivamukti Yoga Mat Collaborative yoga mat created with Jivamukti yoga school featuring a forest-themed design, including AlignForMe® alignment system. Targeted at Jivamukti practitioners and yoga school community.
• Liforme Enchanted Forest Awakenings Yoga Mat Enchanted forest-themed yoga mat featuring woodland flora and fauna including birds, bees, flowers, butterflies, bunnies, and foxes. Includes AlignForMe® alignment system. Launched in 2025.
• Liforme x You Custom Yoga Mat Fully customizable yoga mat allowing customers to design their own unique mat with personalized colors, patterns, or text. Features GripForMe® surface and AlignForMe® system. Priced at $240 with 4-6 weeks production time.
• Liforme Blossoming Lotus Yoga Mat Yoga mat featuring blossoming lotus floral design. Includes AlignForMe® posture alignment system and GripForMe® non-slip surface. Priced at $190.
• Liforme Mindful Garden Yoga Mat Nature-inspired yoga mat with garden design in olive colorway. Features AlignForMe® posture alignment and eco-friendly GripForMe® surface. Priced at $190.
• Liforme White Magic Yoga Mat White-colored yoga mat with AlignForMe® posture alignment design. Features GripForMe® non-slip surface and CleanGrip® technology for hygienic practice. Priced at $200.
• Liforme Yoga Pad (Knee Pad) Yoga knee pad measuring 33cm x 64cm, 4.2mm thick, approximately 0.65kg. Provides extra cushioning for knees and joints during practice, designed to complement Liforme mats.
• Liforme Kids Yoga Mat Yoga mat designed for children, smaller in size (146cm x 61cm) with 4.2mm thickness. Features AlignForMe® alignment system adapted for younger practitioners.
• Liforme Ultimate Everyday Yoga Mat Cleaner Yoga mat cleaner spray, 150ml/5oz bottle. Designed for gentle cleaning every 5-10 practices. Eco-friendly formula safe for use on Liforme mats. Priced at $24.
• Liforme Majestic Carpet Yoga Mat Yoga mat with maroon colorway featuring ornate carpet-inspired design and AlignForMe® alignment system.
• Liforme Rainbow Yoga Mat Rainbow-themed yoga mat in Yellow Hope colorway with AlignForMe® posture alignment design, with 3% of purchase donated to GLAAD.
• Liforme Black & Gold Yoga Mat Black yoga mat with gold accent design featuring AlignForMe® posture alignment system.
• Liforme Magic Galaxy Yoga Mat Galaxy-themed yoga mat available in Gold & Silver and Silver colorways with celestial design.
• Liforme Expressions Yoga Mat Yoga mat in Happiness Orange colorway featuring AlignForMe® posture alignment design.
• Liforme Dragon & Phoenix Yoga Mat Zodiac-inspired yoga mat featuring dragon and phoenix design in Phoenix Red colorway.
• Liforme Mother Earth Yoga Mat Earth-themed yoga mat in purple colorway supporting environmental causes with a portion of proceeds donated.

Quantifiable outcome

• 67% sales lift achieved using AI-driven advertising tools
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• CleanHubcoreStrategic or Co-development PartnerEnvironmental partnership where every Liforme order rescues 1kg of ocean-bound plastic through CleanHub's plastic recovery programs, supporting the company's sustainability mission.
• Tree-NationcoreStrategic or Co-development PartnerEnvironmental partnership for tree planting. Liforme plants 5 trees and donates 1% of sales to Friends of the Earth with every order.
• Friends of the EarthcoreStrategic or Co-development Partner3% of every sale goes to Friends of the Earth environmental organization, supporting their conservation work.
• GLAADcoreStrategic or Co-development Partner3% of purchase on specific mats (like Rainbow Hope design) donated to GLAAD to support equality and LGBTQ+ advocacy.
• Yoga Gives BackcoreStrategic or Co-development PartnerSocial justice partnership supporting yoga giving back initiatives and communities in need.
• Racial Diversity FundcoreStrategic or Co-development PartnerPartnership supporting racial diversity initiatives in the yoga community.
• Silver Net GlobalminorChannel Partner/ Reseller/ DistributorOfficial reseller in Taiwan, enabling local customers to purchase Liforme products through their platform pureplus.com.tw.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Manduka: Manduka is a leading premium yoga mat brand offering natural rubber mats with proprietary grip technology and sustainability positioning, directly competing with Liforme in the high-end yoga mat segment for individual practitioners and studios.
• Sugarmat: Sugarmat is a DTC premium yoga mat brand with designer prints and natural rubber construction, offering comparable price points and design-led positioning to Liforme's printed collections and custom offerings.
• Hugger Mugger: Hugger Mugger is a long-established yoga equipment brand offering mats, props, and accessories, directly comparable to Liforme in product category with broader SKU breadth and a similar studio/teacher distribution model.
• Jade Yoga: Jade Yoga manufactures natural rubber yoga mats made in the US with a sustainability mission, directly competing with Liforme on eco-friendly premium mats for yoga practitioners.
• B MAT: B MAT is a premium yoga mat brand focused on grip, alignment cues, and eco-friendly materials with a DTC and studio wholesale model, directly comparable to Liforme's AlignForMe-aligned value proposition.
• Yoga Design Lab: Yoga Design Lab sells premium yoga mats with vibrant designs and eco-friendly materials through a DTC model, directly competing with Liforme's printed and themed collections on design and sustainability credentials.

Broad incumbents

• Alo Yoga: Alo Yoga is a premium yoga and lifestyle brand with apparel, accessories, and yoga mats, competing with Liforme in the premium wellness segment with broader product categories and larger marketing investments.
• Gaiam: Gaiam is a large wellness and yoga lifestyle brand offering mass-market yoga mats and accessories alongside broader fitness and meditation products, competing with Liforme in yoga mats from a mass-market price point with broader distribution.
• Lululemon: Lululemon is a global athletic apparel and lifestyle brand that sells premium yoga mats alongside a dominant apparel line, offering significant brand reach, retail distribution, and marketing scale that Liforme must compete against for share of wallet.
• Athleta (Gap Inc.): Athleta is a women's activewear brand under Gap Inc. that sells yoga apparel and select accessories/mats, operating as a broader incumbent in the premium women's yoga and wellness market where Liforme competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/liforme
• YouTubeyoutube.com/LiformeYoga
• Facebookfacebook.com/liformeyoga
• Instagraminstagram.com/liforme

Compliance2 records

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 Liforme