Chrome

What Chrome does

Chrome is a privately held, for-profit fashion and lifestyle boutique founded in 2002 in Lubbock, Texas, operating a single physical retail store at 6701 Slide Rd alongside a nationwide e-commerce platform at shopchrome.com. The company sells curated assortments of women's, men's, and kids' apparel, footwear, jewelry, accessories, beauty/fragrance, and home goods sourced from hundreds of third-party brands (e.g., Adidas, New Balance, ON Running, Bond No. 9, Baccarat, Georg Jensen, Versace), supplemented by its own private-label sub-brands Chrome Studio and Chrome Vintage. Pricing spans from under $50 for accessories and basics to over $500 for apparel and footwear, with luxury jewelry items priced up to $8,000+; free shipping is offered on U.S. orders over $250 via FedEx, with in-store pickup available for online orders. International shipments are final sale only.

Chrome serves individual consumers (women, men, kids) and gift shoppers through a horizontal segmentation approach, addressing needs for curated, trend-forward fashion and distinctive gift purchases. Revenue is generated entirely through direct-to-consumer unit-priced transactions across physical retail and e-commerce channels. The company employs 11-50 people, is independently owned with no parent company, subsidiary, or institutional investor involvement disclosed, and has no funding rounds, acquisitions, patents, certifications, or management team details in the available data. Marketing is conducted through the e-commerce site and email newsletter, with no disclosed paid social, influencer, or broader digital advertising strategy.

Name

Chrome

Legal name

Chrome

Website

https://shopchrome.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Chrome is a privately held curated fashion and lifestyle boutique based in Lubbock, Texas, operating a single retail store and a nationwide e-commerce platform that sells apparel, footwear, jewelry, accessories, beauty, and home goods to individual consumers and gift shoppers.

Ownership category

akta.pro rank

Product category

Specialty Fashion Retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Shoe Retailers (45821), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661), Retail-Jewelry Stores (5944)

akta.pro primary industry

Streetwear & Contemporary Apparel Retail (CRAAABAM)

akta.pro secondary industry

Specialty Footwear Retail (Dance, Skate, Cleats, Bowling, etc.) (CRAAADAJ)

Keywords

• Curated fashion retail
• Women's apparel boutique
• Specialty footwear retailer
• Lifestyle accessories
• Home goods boutique

Headquarters

HQ city

Lubbock

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Pricing tiers

Distribution channels4 records

Marketing channels2 records

Core offering

Chrome is a curated fashion and lifestyle boutique that retails women's, men's, and kids' apparel, footwear (boots, booties, heels, sneakers, sandals, platforms), jewelry, accessories (handbags, hats, sunglasses, belts, wallets), beauty/fragrance, and home goods (candles, dinnerware, drinkware, furniture). It sells these through its own e-commerce site, shopchrome.com, and a brick-and-mortar showroom in Lubbock, Texas, with nationwide FedEx shipping and in-store pickup.

Product overview

CHROME is a curated fashion and lifestyle boutique that operates both as a physical retail store in Lubbock, Texas and an e-commerce platform. The company offers a carefully selected assortment of women's, men's, and kids' apparel, footwear (including booties, boots, flats, heels, sandals, sneakers, and platforms), jewelry (earrings, necklaces, bracelets, rings, watches), accessories (handbags, hats, hair accessories, sunglasses, belts, wallets), and home goods (candles, dinnerware, drinkware, furniture). The portfolio includes the company's own private-label sub-brands Chrome Studio and Chrome Vintage alongside hundreds of third-party fashion and lifestyle brands. Products span categories across fashion, beauty, fragrance, swimwear, intimates, and seasonal holiday items. The store has evolved from a West Texas boutique founded 20+ years ago into a nationwide e-commerce destination.

Differentiator

Problem solved

Functional benefit

Brands

• Chrome Studio: A sub-brand featured in the brands section of the store, offering curated products.
• CHROME VINTAGE

Products and services

• Chrome Fashion Boutique (Core Retail Operation) The core retail operation of Chrome: a curated multi-brand assortment of women's, men's, and kids' apparel, footwear, jewelry, accessories, beauty/fragrance, and home goods, sold to individual consumers through the shopchrome.com e-commerce site and the Lubbock, Texas physical showroom.
• Chrome Studio (Private-Label Sub-Brand) Private-label brand offering Chrome-branded apparel and merchandise, including graphic tees and holiday collections, sold to consumers through the Chrome store.
• Chrome Vintage (Private-Label Sub-Brand) Vintage-inspired Chrome-branded apparel collection featuring retro-style clothing items, sold to consumers through the Chrome store.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Direct peers

• Revolve: Revolve operates an e-commerce-led platform carrying hundreds of contemporary and premium third-party fashion brands across apparel, shoes, accessories, and beauty — analogous to Chrome's online multi-brand marketplace model aimed at the same contemporary customer.
• Free People: Free People is a contemporary multi-channel apparel, footwear, and accessories brand targeting style-driven women with curated assortments and an owned private-label identity, overlapping with Chrome's women's apparel, shoe, and beauty focus.
• Buck Mason: Buck Mason is an independently owned contemporary apparel brand with a curated assortment and omnichannel retail + e-commerce presence, comparable to Chrome's positioning around elevated, trend-forward everyday style and store-based origin.
• Steve Madden: Steve Madden is a footwear-led retailer and brand offering women's, men's, and kids' shoes and accessories, directly overlapping with Chrome's sizable dedicated footwear category and brand-brand mix.
• Anthropologie: Anthropologie is a multi-category curated retailer offering women's apparel, accessories, footwear, beauty, and home decor from a mix of third-party and private-label brands through both stores and e-commerce — directly comparable to Chrome's position across the same categories.
• Shopbop: Shopbop is an online multi-brand retailer curating designer and contemporary apparel, shoes, bags, and accessories — comparable to Chrome's e-commerce assortment across premium and contemporary labels.
• Need Supply Co. (now Normcore): Need Supply Co. / Normcore is an independently owned curated boutique carrying contemporary apparel, footwear, and accessories from niche third-party brands — a structurally similar small curated multi-brand retailer serving a similar style-driven customer.

Broad incumbents

• Urban Outfitters: Urban Outfitters operates multi-category contemporary apparel, footwear, accessories, beauty, and home with both stores and e-commerce, plus several private-label brands — a scaled analog to Chrome's contemporary multi-category positioning.
• Zappos: Zappos is a large online footwear and apparel retailer carrying hundreds of third-party shoe and clothing brands with free shipping — comparable to Chrome's shoe-led assortment and free shipping over $250 threshold.
• Nordstrom: Nordstrom is a broad incumbent department-store retailer offering apparel, footwear, accessories, beauty, and home across hundreds of brands in-store and online, overlapping with Chrome's full multi-category assortment but at much larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/chrometx
• Facebookfacebook.com/CHROMETX
• LinkedInlinkedin.com/company/shopchrome

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 Chrome