UnHide

What UnHide does

UnHide is a direct-to-consumer home goods and comfort brand headquartered in Los Angeles, founded in 2019. The company designs, manufactures, and sells ultra-soft textile products — primarily blankets, pillows, wearables, baby items, and pet products — through its e-commerce storefront at unhide.us. Its product portfolio centers on proprietary soft-material formulations, most notably a faux sherpa 'Marshmallow' textile used across blankets, robes, loungewear, and accessories, alongside orthopedic foam used in its Floof pet bed line.

The product range spans price points from $49 (Squish lumbar pillow, Lil' Marsh XS blanket) to $519 (Marshmallow Blanket Extra Large 90x108), with category extensions into summer cotton blankets, alpaca/merino knit blankets, lounge sweatpants and sweatshirts, slippers, socks, baby onesies, a pet donut bed, a marshmallow bean bag (Snuggle Sack), and an amber-scented candle. Marketing is concentrated on owned social channels (@unhide on Instagram and TikTok), email/newsletter capture with a 25% first-order incentive, and free shipping above $80, with no disclosed wholesale or physical retail presence.

Revenue mechanics are pure one-time direct product sales to individual consumers, with a 45-day return policy and bundle merchandising. The company has reported milestones of over 1 million blankets sold and 8,500+ five-star reviews. Leadership is founder-led (Arya Alexander, co-founder); no institutional funding, parent company, or management team details are publicly disclosed. The business operates without disclosed AI/ML, data, or software components beyond standard e-commerce infrastructure.

Name

UnHide

Legal name

UnHide

Website

https://unhide.us

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

UnHide is a Los Angeles-based direct-to-consumer brand designing and selling ultra-soft blankets, pillows, wearables, baby, and pet comfort products through its e-commerce site, built around proprietary faux sherpa material and targeting individual consumers seeking cozy home goods.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

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 physical comfort products including blankets, pillows, wearables, baby items, and pet products sold directly to consumers through the company's e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

UnHide is a direct-to-consumer comfort home goods brand that designs and sells ultra-soft blankets, pillows, wearables (robes, loungewear, slippers, socks), baby items, and pet products. Its signature offering is the proprietary "Marshmallow" faux sherpa material used across the flagship Marshmallow Blanket, Lil' Marsh, and Shleepy Robe lines, with an expanded portfolio that includes orthopedic pet beds and limited-edition alpaca knit throws.

Product overview

UnHide is a comfort-focused home goods company offering a portfolio of cozy essentials including blankets, pillows, wearables, baby products, and pet products. The core products center around their signature faux sherpa material technology, with flagship items including the Marshmallow Blanket (their thickest and best-selling blanket), Lil' Marsh Blanket (lightweight version), and Squish Pillow. The brand extends its comfort philosophy across categories with wearable items like the Shleepy Robe, loungewear, baby essentials, and pet beds. The product line includes variations in sizes, colors, and materials including alpaca/merino wool blends. The company markets itself with claims of anxiety-relieving properties and has sold over 1 million blankets.

Differentiator

Problem solved

Functional benefit

Products and services

• Marshmallow Blanket The flagship ultra-soft blanket in UnHide's proprietary Marshmallow faux sherpa material, marketed as the thickest and coziest blanket in the lineup and a best-seller. Sold in multiple sizes and colors for adult home use.
• Lil' Marsh Blanket A lighter-weight version of the Marshmallow blanket offering the same softness in a smaller, more versatile format, sold in multiple sizes and a wide color range.
• Cuddle Puddle Big Blanket An oversized blanket designed for sharing with family, featuring the same softness as the Lil' Marsh.
• Summer Cotton Blanket A breathable cotton blanket designed for year-round, especially warmer-weather use.
• Lil' Marsh Traveler A portable, travel-sized version of the Lil Marsh blanket designed for softness on the go.
• Alpaca Knit Blanket A limited-edition luxury throw made with real alpaca and merino wool for lightweight warmth.
• Classic Knit Blanket An everyday knit blanket positioned as soft, breathable, and timeless.
• Melange Knit Blanket A chunky, tonal textured knit blanket designed to function as both a functional blanket and a décor piece.
• Marshmallow Ruched Blanket The original Marshmallow blanket reinterpreted with a ruched surface texture.
• Squish Pillow A cloud-like comfort pillow for couch seating, available in Standard and Lumbar sizes.
• Backrest Pillow A supportive pillow positioned for back support during seated relaxation.
• Shleepy Robe A wearable blanket robe with plush hood, deep pockets, and cloud-soft faux sherpa material for couch-to-coffee comfort.
• Lounge Sweatpants Cotton-soft lounge sweatpants offered in wide-leg or tapered fits.
• Lounge Sweatshirt A plush-hooded sweatshirt with deep pockets in cloud-soft faux sherpa material.
• Softie Socks Socks made with the same cloud-soft material as the brand's other comfort products.
• Draper Slippers Cushioned, cloud-soft house slippers designed for maximum comfort.
• Baby Onesie Ultra-soft clothing designed for infants and newborns.
• Lovey Blanket A mini blanket with an attached companion toy designed for babies.
• Floof Donut Pet Bed A donut-shaped orthopedic pet bed with snuggly-soft construction for dogs and cats.
• Floof Pillow Bed A flat, oversized pillow bed designed for dogs who love to sprawl out.
• Pet Blanket A pet-sized version of the Lil Marsh blanket with the same brand softness, built specifically for pets.
• Snuggle Sack A marshmallow-soft bean bag designed for sinking into during relaxation.
• Floof Human + Dog Bed A dual-purpose bed with 60° bolster, orthopedic foam, and a foldable design intended for both humans and dogs.
• The Amber Candle A scented candle featuring warm amber, sweet vanilla, and a hint of clove.

Quantifiable outcome

• 1 million+ blankets sold
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bearaby: DTC brand focused on weighted and comfort blankets with a sensory / wellness angle. Same DTC-only distribution, similar consumer demographic (comfort + anxiety/stress relief), and similar premium-soft product promise.
• Brooklinen: Premier DTC home textiles brand selling sheets, towels, comforters and blankets via owned e-commerce. Same direct-to-consumer playbook, premium positioning, and target consumer (comfort-driven, design-conscious) as UnHide.
• Slumber Cloud: DTC bedding company selling comforters, sheets, pillows and mattress toppers marketed around temperature regulation and comfort. Overlaps UnHide on premium DTC comfort bedding, pillow SKUs and consumer expectations around feel.
• Parachute Home: Premium DTC home textiles brand offering bedding, towels, robes and loungewear. Direct overlap with UnHide's blankets, robes and lounge categories, with a comparable premium DTC go-to-market and lifestyle branding.
• Lunya: DTC sleepwear and loungewear brand offering robes, pajamas and soft basics to premium consumers. Directly comparable to UnHide's Shleepy Robe, lounge sets and Softie Socks category, with shared gift-able, comfort-first positioning.
• Cozy Earth: DTC brand specializing in bamboo-derived soft bedding, loungewear and sleepwear. Comparable premium comfort positioning, similar DTC-led launches of robes and lounge sets, and overlap on softness-as-differentiator narrative.
• Buffy: DTC comfort home goods brand built around plush, sustainable bedding (comforters, pillows, blankets). Closely comparable to UnHide in product format, sustainability framing, and soft/comfort positioning.

Broad incumbents

• Casper: Original DTC sleep brand now offering a broader sleep portfolio including mattresses, bedding and pillows. Larger incumbent in adjacent sleep/comfort category — overlaps UnHide on pillows and bedding surface but with a much wider product range.

Emerging players

• Quince: DTC affordable-luxury brand selling directly sourced apparel, bedding and home goods at premium-look prices. Comparable DTC-first model, similar value-conscious premium shopper, and partial overlap in blankets and robes.

Others

• Furhaven Pet Products: Specialty manufacturer and retailer of pet beds (orthopedic, sofa-style, plush). Relevant to UnHide's Floof Donut/Pillow/Human+Dog Bed line — same product adjacency (premium comfort bedding for pets) but a pet-only focused business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/unhide
• TikToktiktok.com/@unhide

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 UnHide