HUE

Name

HUE

Legal name

Kayser-Roth Direct Inc.

Website

https://hue.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Greensboro

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase model for apparel products including leggings, socks, tights, denim, and sleepwear. Customers pay per item at listed retail prices ranging from approximately $6.50 to over $100. No subscription or recurring revenue model is present.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

HUE is a women's apparel brand that designs, sources, and sells leggings, socks, tights, denim bottoms, and sleepwear through its direct-to-consumer e-commerce storefront hue.com. Products are offered in size-inclusive ranges (XS through 3X) across core categories with comfort and fit technology features such as blackout cotton fabric, air cushion sock padding, and control top shaping. Sales are made via one-time per-unit purchases with free standard shipping on orders over $65.

Product overview

HUE is a direct-to-consumer legwear and apparel brand specializing in women's everyday essentials. The product portfolio centers on five core categories: (1) Leggings & Bottoms — including the flagship Ultra Soft Denim Leggings ($58), Ultra Leggings with Wide Waistband ($42), Wide Waistband Blackout Cotton Leggings ($30), Essential Denim Leggings ($46), Ripped Knee Denim Leggings ($48), and Ponte Mid-Rise Leggings; (2) Socks — diverse styles including Air Cushion (with cushioning technology), Jeans Socks ($9), crew, no-show, liners, and multipacks; (3) Tights — sheer, opaque, control top, and fashion tights including Super Opaque Control Top Tight ($20), So Silky Sheer Control Top ($13.50+), and French Lace Control Top Pantyhose ($13.50); (4) Sleepwear — Cotton Candied sub-brand and Pointelle PJ Collection featuring sets, tops, bottoms, and separates; (5) Denim — full denim bottoms collection including Ultra Soft Denim Baby Bootcut, Ultra Soft Denim High Waist Skimmer, Hi-Rise Ultra Soft Denim Capri Legging, and Fluid Denim Palazzo Pant. The company operates a Shopify-powered e-commerce storefront (hue.com) with Rebuy-powered product recommendations, Yotpo reviews, and a tiered loyalty program (HUE & You Rewards). Products are sold exclusively DTC with free standard shipping on orders $65+.

Differentiator

Problem solved

Functional benefit

Products and services

• Ultra Soft Denim Leggings Premium denim-look leggings with ultra-soft fabric; flagship HUE product available in extensive color wash options including Black, Windsor Blue Wash, Steely Blue Wash, Silver Grey Wash, and specialty colors. Priced at $58.00.
• Ultra Leggings with Wide Waistband High-waist leggings with wide elastic waistband for smoothing and support; available in Black, Navy, White, Graphite Heather, Espresso, Bungee Cord, and Black Cherry. Priced at $42.00.
• Wide Waistband Blackout Cotton Leggings Cotton blend leggings with blackout fabric technology and wide waistband offering full opacity and comfort. Available in Black, Navy, and Graphite Heather. Priced at $30.00.
• Essential Denim Leggings Entry-level denim leggings with essential wash options; more affordable line complementing the Ultra Soft Denim collection. Available in Deep Indigo Wash, Medium Wash, Black, and White. Priced at $46.00.
• Ripped Knee Denim Leggings Fashion denim leggings with ripped knee detail; distressed styling available in Black, Ink Wash, and White. Priced at $48.00.
• Ponte Mid-Rise Leggings Ponte fabric leggings with mid-rise fit; structured ponte construction for a dressier look. Available in Black and Espresso.
• Ultra Soft Fleece Lined Denim Leggings Seasonal cold-weather denim leggings with fleece lining for warmth; combines Ultra Soft Denim fabric with interior fleece layer. Available in Black, Ink Wash, and Medium Wash.
• Fluid Denim Palazzo Pant Wide-leg denim palazzo pants with fluid drape; part of Summer Essentials and HUE x NYC Artists collections. Priced at $68.00 in Chambray Wash.
• Air Cushion Socks Sporty socks featuring air cushion padding technology for enhanced comfort; includes Air Cushion No Show Sock, Air Cushion Mini Crew Top Sock, and Air Cushion Sport Scrunch Crew Socks in multiple pack options.
• Jeans Socks Crew-length socks designed to complement jeans; low-profile style with various colorways including Black, Espresso, Graphite Heather, Oatmeal Heather, and patterned options. Priced at $9.00.
• HUE Soft Opaque Knee Hi Opaque knee-high socks offering full leg coverage; soft fabric construction in Black, Espresso, Graphite Heather, and Navy. Priced at $9.00.
• Super Opaque Control Top Tight High-opaque tights with control top shaping; multi-color availability including Black, Burgundy, Espresso, Graphite Heather, Jester Red, Inca Gold, and Ivory. Priced at $20.00.
• HUE So Silky Sheer Control Top with Invisible Reinforced Toe Sheer tights with silky finish, control top, and invisible reinforced toe for durability. Available in Black, Natural, and Tan.
• French Lace Control Top Pantyhose Luxury sheer pantyhose with French lace detail at the top; control top shaping with multiple skin tone options including Almond Blossom, Cocoa, Natural, Tan, Pebble, and Ivory. Priced at $13.50.
• Sheer Tights with Control Top Classic sheer tights with control top shaping; extensive color range including Black, Cameo, Cerulean, Foam Green, Lavender, Natural Beige, and Very Berry. Priced at $20.00.
• Oversized Tee PJ Set Sleepwear set featuring an oversized tee top with coordinating bottom; part of the Cotton Candied line. Available in Pink Dogwood, Egret, and Purple Rose colorways. Priced at $60.00.
• Cotton Candied Sleepwear Collection Sleepwear sub-brand featuring cotton-candy-soft fabric; includes tops, bottoms, and sets in coordinated colorways and patterns.
• Pointelle PJ Collection Sleepwear collection using pointelle knit fabric; includes PJ Tee, PJ Jogger, PJ Boxer, and PJ Camisole styles. Features striped patterns in Dazzling Blue colorway and Collecting Shells pattern.
• HUE & You Rewards Loyalty Program Tiered loyalty rewards program with Insider, Elite, Icon, and Legend tiers; customers earn 10 points per $1 spent, bonus points for reviews and social engagement, and redeem points for discounts ranging from $5 (750 points) to $40 off (6,000 points).

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationShopify powers the HUE e-commerce platform, providing the technological infrastructure for the online storefront including product catalog, shopping cart, checkout, and customer account management.
• Google Analytics & DoubleClickcoreTechnology or IntegrationHUE uses Google Analytics for website analytics and DoubleClick for ad management and remarketing. First-party and third-party cookies track user behavior to optimize advertising and understand customer journeys.
• GoldenpointcoreOthersHUE.com is owned and operated by Kayser-Roth Direct Inc., an affiliate of Goldenpoint. Goldenpoint is a privately held company located in Montova, Italy and is the parent organization overseeing HUE operations.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Spanx: Spanx is a US-based DTC shapewear, leggings, and activewear brand. It directly competes with HUE in the women's leggings/shapewear category, with comparable product structure (one-time purchase, unit pricing) and a strong loyalty/community program.
• Bombas: Bombas is a US DTC sock brand built around comfort technology (cushioning, blister protection) and a one-for-one donation model. It directly competes with HUE's Air Cushion and Jeans Socks lines with similar comfort-led product positioning.
• Wolford: Wolford is a premium Austrian hosiery, tights, and bodywear brand owned by Fosun. It competes with HUE at the higher end of the tights/shapewear category with comparable SKU structure (sheers, opaques, control-top) and DTC distribution.
• Falke: Falke is a German premium hosiery and sock brand with a long-standing reputation for technical hosiery. It overlaps with HUE's premium tights and Air Cushion sock positioning and serves a similar fashion-conscious consumer.
• Calzedonia: Calzedonia is the flagship legwear, hosiery, and beachwear brand of Italy's Calzedonia Group (sister to Goldenpoint's HUE). It sells leggings, tights, socks, and swimwear globally through DTC e-commerce and retail, making it the most directly comparable peer to HUE.
• Happy Socks: Happy Socks is a Swedish design-led sock brand selling colorful, fashion-forward socks globally via DTC. It overlaps with HUE's HUE x NYC Artists collaboration ethos and competes in the same designer-sock category.
• Intimissimi: Intimissimi is another sister brand within the Calzedonia Group, focused on intimates, hosiery, and loungewear. It overlaps with HUE on tights and sleepwear categories and shares the same corporate parent (Goldenpoint).
• Commando: Commando is a US DTC women's legwear and shapewear brand specializing in premium leggings, tights, and slip shorts. It competes with HUE's Ultra Soft Denim and Ponte legging lines at a comparable premium price point.

Emerging players

• Skims: Skims is a celebrity-founded DTC shapewear, loungewear, and apparel brand that has expanded into leggings and sleepwear adjacent to HUE's categories. It targets a similar fashion-conscious women consumer with comparable size-inclusive positioning (XXS-4X).

Broad incumbents

• Aritzia: Aritzia is a Canadian women's apparel powerhouse with a broad assortment including leggings, denim, and loungewear. It overlaps with HUE's denim leggings and sleepwear categories and competes for the same fashion-conscious young women consumer with a much larger assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/HUEANDYOU
• Facebookfacebook.com/HUE
• Instagraminstagram.com/hue
• TikToktiktok.com/@hueclothing
• Xx.com/hueofficial

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 HUE