Repel Umbrella
Repel Umbrella is a privately held direct-to-consumer e-commerce brand based in Austin, Texas that designs and sells windproof travel, golf, clear-top, and lifestyle umbrellas to consumer customers globally via Shopify and Amazon, leveraging a proprietary 9-rib fiberglass frame, Teflon-coated canopy, and lifetime warranty.
- Company typePrivate
- Founded-
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Repel Umbrella does
Repel Umbrella is a direct-to-consumer e-commerce brand that designs, markets, and sells windproof umbrellas to consumer customers globally. Operated as a trade name under Upper Echelon Products and headquartered in Austin, Texas, the company sells a portfolio spanning compact travel umbrellas, oversized golf umbrellas, clear-top visibility umbrellas, reverse-folding umbrellas, and lifestyle variants (Frosted, Pastel, Premium, Bold/Patterned). Core technology centers on a proprietary 9-rib resin-reinforced fiberglass frame (versus industry-standard 6–8 aluminum ribs), a Teflon-coated waterproof canopy for instant-dry performance, and automatic one-button open/close mechanisms; the company advertises wind resistance up to 50 mph and supports every unit with a lifetime replacement warranty.
The business model is a single-revenue-stream D2C e-commerce operation. Products are sold as one-time purchases through a Shopify-hosted storefront and an Amazon marketplace presence, with prices ranging from $39.99 for standard travel units to $49.99–$59.99 for golf umbrellas, and bundle configurations (2/3/4-pack) priced at $59.99–$99.99. AOV is augmented by gift cards ($10–$100) and bundle discounts of up to ~33%. The company reports over 3.3 million lifetime customers and a flagship SKU with ~18,729 reviews on Amazon, supported by a multi-channel marketing mix including Instagram, Facebook, YouTube, email, owned blog content, and significant earned media — notably a 'Best Overall Winner' designation from Good Morning America and editorial features across NYT, WSJ, CNN, GQ, and Travel and Leisure. The company is privately held, appears bootstrapped (no funding rounds disclosed), and operates with 11–50 employees.
Repel Umbrella firmographics
Firmographics- Name
- Repel Umbrella
- Legal name
- Upper Echelon Products
- Website
- https://repelumbrella.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Repel Umbrella is a privately held direct-to-consumer e-commerce brand based in Austin, Texas that designs and sells windproof travel, golf, clear-top, and lifestyle umbrellas to consumer customers globally via Shopify and Amazon, leveraging a proprietary 9-rib fiberglass frame, Teflon-coated canopy, and lifetime warranty.
- Ownership category
- akta.pro rank
Repel Umbrella industry classification
Industry- Product category
- Consumer Umbrellas
- NAICS
- Luggage and Leather Goods Retailers (458320)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)
Keywords
Where Repel Umbrella is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Repel Umbrella business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Product Sales: Primary revenue stream through direct-to-consumer sales via company Shopify storefront and Amazon store. Products sold as one-time purchases with lifetime replacement warranty. Revenue generated from individual umbrella sales and bundle configurations.
- Gift Card Sales: Gift cards sold in denominations from $10 to $100, generating revenue at point of sale that is redeemed for future product purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Windproof Travel Umbrella - Single Unit |
| One time/ perpetual license | Pay-as-you-go | 2-Pack Bundle |
| One time/ perpetual license | Pay-as-you-go | 3-Pack Bundle |
| One time/ perpetual license | Pay-as-you-go | 4-Pack Bundle |
| One time/ perpetual license | Pay-as-you-go | Windproof Oversized Golf Umbrella - Black |
| One time/ perpetual license | Pay-as-you-go | Windproof Oversized Golf Umbrella - Navy Blue |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Repel Umbrella product offering
Product offeringCore offering
Repel Umbrella designs and sells a portfolio of windproof umbrellas — compact travel models, oversized golf umbrellas, clear-top, reverse-folding, frosted, and pastel variants — built around a proprietary 9-rib resin-reinforced fiberglass frame with Teflon-coated waterproof canopy and automatic open/close. Products are sold directly to consumers through the company's own Shopify e-commerce storefront (repelumbrella.com) and Amazon store, supported by a lifetime replacement warranty.
Product overview
Repel Umbrella offers a portfolio of windproof umbrellas built around proprietary 9-rib (travel) and 8-rib (golf) reinforced fiberglass frame technology designed to resist wind inversion. The core product line spans compact travel umbrellas in solid colors (Black, Navy Blue, Red, Grey, Slate Blue), patterned designs (Blue Sky, Starry Night, Rainbow), specialty variants (Clear Top for 360-degree visibility, Frosted, Pastel series), and oversized golf umbrellas in Black and Navy Blue. All products feature automatic open/close functionality, Teflon-coated waterproof canopies, and lifetime replacement warranties. The company also offers gift cards and bundle packs (2-pack, 3-pack, 4-pack) as complementary offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Windproof Compact Travel Umbrella
Quantifiable outcome
- Windproof up to 50mph gusts
- +3 more outcomes
Companies that use Repel Umbrella
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Repel Umbrella technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Repel Umbrella partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and secondary.
- Shopify Inc.coreShopify provides the e-commerce platform hosting Repel Umbrella's online store. Handles payment processing, data storage, and online store functionality. Shopify stores credit card data in compliance with PCI-DSS standards.
- AmazonsecondaryRepel Umbrella maintains an Amazon store presence (amazon.com/stores/page/95CB5FA7-0059-491D-A708-456496449FA4) for secondary distribution channel, reaching customers who prefer Amazon's shopping platform.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Repel Umbrella competitors and assessment
Company assessmentDirect peers
- Totes: Totes is the largest mass-market umbrella brand in the U.S., selling a full range of compact, golf, and specialty umbrellas through retail and DTC. It is the most directly comparable umbrella brand to Repel and the primary incumbent Repel disrupts.
- ShedRain: ShedRain is a long-standing umbrella manufacturer and brand with broad retail distribution across sporting goods, mass, and promotional channels. It competes directly with Repel in the windproof and golf umbrella categories and represents the traditional wholesale umbrella leader.
- Blunt Umbrellas: Blunt is a design-forward premium umbrella brand known for patented radial tensioning technology and a strong design identity. It competes with Repel in the premium compact umbrella segment and shares a similar design-led, lifestyle-brand positioning.
- Davek: Davek is a New York-based premium umbrella brand selling high-end, lifetime-guarantee compact and walking umbrellas. It is a direct comparable to Repel in the premium DTC umbrella segment with overlapping lifetime-warranty value propositions.
- GustBuster: GustBuster markets itself as the original windproof umbrella, claiming the world's strongest umbrella construction. It competes with Repel in the wind-resistant umbrella segment, sharing similar 'windproof' performance messaging.
Emerging players
- EEZ-Y: EEZ-Y is a growing DTC umbrella brand offering compact, auto open/close umbrellas primarily through Amazon. It is comparable to Repel as an emerging Amazon-native umbrella competitor focused on similar value-priced windproof travel products.
- RainRider: RainRider is a niche DTC brand selling premium golf and compact umbrellas. It is comparable to Repel as a smaller direct competitor with overlapping windproof golf and travel umbrella SKUs.
Broad incumbents
- Lewis N. Clark: Lewis N. Clark is a broad travel accessories brand selling umbrellas, packing cubes, and travel gear. Comparable to Repel as a broader travel-gear retailer that includes umbrellas in a wider portfolio.
- Samsonite: Samsonite is the dominant global luggage brand and sells umbrellas and travel accessories alongside its core luggage business. Comparable to Repel as a broad travel accessories incumbent and a potential wholesale/channel partner.
- Amazon Basics: Amazon Basics is Amazon's private-label brand selling commoditized umbrellas at low price points. It competes directly with Repel on Amazon's marketplace and represents the cost-leadership threat to Repel's premium positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Repel Umbrella social profiles
Digital presenceRepel Umbrella financial estimates
Financial estimateRevenue estimate
Valuation estimate
Repel Umbrella leadership team
Management profileNumber of profiles
Profiles1 record
Repel Umbrella funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Repel Umbrella 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 Repel Umbrella
What does Repel Umbrella do?
Repel Umbrella designs and sells a portfolio of windproof umbrellas — compact travel models, oversized golf umbrellas, clear-top, reverse-folding, frosted, and pastel variants — built around a proprietary 9-rib resin-reinforced fiberglass frame with Teflon-coated waterproof canopy and automatic open/close. Products are sold directly to consumers through the company's own Shopify e-commerce storefront (repelumbrella.com) and Amazon store, supported by a lifetime replacement warranty.
Is Repel Umbrella a public or private company?
Repel Umbrella is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Repel Umbrella founded?
Repel Umbrella was founded in -1. It employs 11 to 50 people.
Where is Repel Umbrella based?
Repel Umbrella is headquartered in Austin, United States, in the North America region.
How does Repel Umbrella make money?
Two revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are gift Card Sales.
Who are Repel Umbrella's main competitors?
Direct peers on record are Totes, ShedRain, Blunt Umbrellas, Davek and GustBuster. Emerging players are EEZ-Y and RainRider. Broad incumbents are Lewis N. Clark, Samsonite and Amazon Basics.
Does Repel Umbrella have an API?
No public API is recorded for Repel Umbrella.
What industry is Repel Umbrella in?
Repel Umbrella's product category is Consumer Umbrellas. Its primary akta.pro industry code is CRAMAAAI, Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail. Its NAICS code is 458320 and its SIC code is 5940.