The Laundry Room

What The Laundry Room does

The Laundry Room is a privately held fashion apparel company founded in 2006 by The Pauline Brothers (Joseph and Jona Pauline) and headquartered in Fresno, California. The business operates a direct-to-consumer model through a Shopify-powered e-commerce storefront (shop.tlroom.com) and physical retail boutiques, supplemented by a wholesale channel. Its core offering is The Laundry Room Collection — a branded apparel line of graphic t-shirts, hoodies, jumpers, jackets, bandanas, PJ sets, and headwear priced from approximately $14.99 to over $200 — alongside sub-collections spanning Essentials, Zodiac, Cowboy Country, Festival, and Americana themes. The company's central differentiator is its portfolio of official licensing partnerships with globally iconic brands, including Diet Coke, Coca-Cola, USPS, and Little Miss, plus a co-branded collaboration with Hauskris. Celebrity adoption by Beyoncé and 'The Queen,' combined with C-Magazine's 'TOP 10 BOUTIQUES' recognition, anchors a brand-led value proposition rather than a technology-led one.

The business generates revenue entirely through one-time unit sales of apparel and accessories across its DTC website (with free U.S. shipping on orders over $100 and international shipping), its boutique footprint, and a wholesale inquiry channel. Customer segments are fashion-conscious consumers, western/cowboy-aesthetic buyers, and licensed-brand merchandise collectors, with no subscription or recurring revenue mechanics. The technology stack is standard Shopify e-commerce with integrated email marketing and CRM — there is no proprietary AI/ML capability, app, or disclosed data asset. The company is entirely founder-owned, with no disclosed external funding, parent company, or institutional investor, and reports a headcount of 11-50 employees. Operating geographies explicitly include the USA and the United Kingdom.

Name

The Laundry Room

Legal name

The Laundry Room

Website

https://tlroom.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

The Laundry Room is a Fresno-based, founder-owned DTC fashion apparel brand selling graphic tees, hoodies, and accessories through Shopify e-commerce, physical boutiques, and wholesale, differentiated by official licensing deals with Diet Coke, Coca-Cola, USPS, and Little Miss.

Ownership category

akta.pro rank

Headquarters

HQ city

Fresno

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: The Laundry Room generates revenue through direct-to-consumer sales of apparel and accessories via their e-commerce storefront and physical retail locations. Products include graphic tees, hoodies, jumpers, jackets, bandanas, PJ sets, and headwear at price points ranging from approximately $14.99 to $200+.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

The Laundry Room is a women's fashion e-commerce boutique that sells branded graphic apparel and accessories directly to consumers. Its core offering, The Laundry Room Collection (launched 2012), features graphic t-shirts, hoodies, jumpers, jackets, bandanas, PJ sets, and headwear differentiated by official licensing partnerships with globally iconic brands including Diet Coke, Coca-Cola, USPS, and Little Miss. Products are sold individually with no subscription, at price points ranging from approximately $14.99 to over $200, complemented by themed collections spanning western, zodiac, festival, and Americana aesthetics.

Product overview

The Laundry Room is an e-commerce fashion boutique and lifestyle apparel brand. The company's core offering is The Laundry Room Collection, a branded fashion line launched in 2012 featuring graphic t-shirts, hoodies, tanks, jumpers, and accessories. The portfolio spans multiple sub-brands organized by product category including The Essentials Collection (basics), The Jacket Collection (outerwear collaborations), The Tee Collection, The Jump Jumper Collection (sweaters), The Bandana Collection, The Silky PJ Set Collection (sleepwear), and The Hat Collection (headwear). The company differentiates through licensed brand collaborations with globally iconic brands including Diet Coke, Coca-Cola, USPS, and Little Miss. The business operates on Shopify's e-commerce platform and offers international shipping with a 30-day return policy.

Differentiator

Problem solved

Functional benefit

Products and services

• The Laundry Room Collection The company's flagship fashion apparel line featuring graphic t-shirts, hoodies, tanks, jumpers, and accessories with licensed brand collaborations including Diet Coke, Coca-Cola, USPS, and Little Miss.
• The Essentials Collection A minimalistic everyday basics line focused on timeless simplicity with modern sophistication, featuring tees, tanks, and activewear in versatile colors.
• The Jacket Collection A limited edition series of collaborations featuring premium jackets including stadium jackets, racing jackets, and specialty outerwear with brand partnerships.
• The Tee Collection Curated selection of t-shirts including oversized tees, perfect tees, baby tees, and ringer tees in various styles and colorways.
• The Jump Jumper Collection Oversized sweater and jumper styles featuring cozy silhouettes and graphic designs, including hideout hoodies and crop jumpers.
• The Bandana Collection Silky and cotton bandanas featuring festival-inspired prints and licensed brand patterns.
• The Silky PJ Set Collection Satin pajama sets featuring soft, relaxed silhouettes designed for comfort and sleepwear.
• The Hat Collection Headwear including papa caps, baseball caps, and specialty hats with branded and graphic designs.
• Diet Coke X Hauskris Collaboration Official licensed collaboration with Diet Coke featuring graphic apparel including hoodies, tanks, and jumpers with Diet Coke branding.
• USPS Collection Official licensed collaboration with United States Postal Service featuring apparel and accessories with USPS branding, including stadium jackets, racing jackets, and jumpers.
• Coca-Cola Collection Official licensed collaboration with Coca-Cola featuring classic and vintage-inspired Coca-Cola branded apparel.
• Little Miss Collection Licensed collaboration featuring Little Miss branded graphic apparel.
• The Zodiac Collection Astrology-themed collection featuring zodiac sign designs across various apparel styles, with dedicated sub-pages for each zodiac sign (Aquarius through Virgo).
• Cowboy Country / Rodeo Collection Western-inspired collection featuring cowboy themes, rodeo aesthetics, and country-style designs.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Diet CokecoreOEM/ Whitelabel/ Licensing PartnerOfficial licensing partnership with Diet Coke featuring multiple collections including Diet Coke Please, Diet Coke Classic, and Diet Coke X Hauskris collaborations. Products include hoodies, tees, jackets, and jumpers featuring Diet Coke branding.
• Coca-ColacoreOEM/ Whitelabel/ Licensing PartnerOfficial licensing partnership with Coca-Cola for branded apparel collections including Coca-Cola Country, Team Coca-Cola, and Coca-Cola Ski Team designs. Features iconic Coca-Cola branding on various apparel items.
• USPScoreOEM/ Whitelabel/ Licensing PartnerOfficial licensing partnership with United States Postal Service featuring USPS SMU and Star Line collections. Products include stadium jackets, racing jackets, and jumpers with USPS branding.
• Little MissminorOEM/ Whitelabel/ Licensing PartnerLicensed collaboration with Little Miss brand featuring themed apparel collections.
• HauskrisminorStrategic or Co-development PartnerCollaborative partnership in Diet Coke X Hauskris collection, featuring co-branded designs and limited edition pieces.

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Pacsun: Multi-channel youth apparel retailer carrying graphic tees, hoodies, and branded collabs — overlapping assortment and target demographic, with much broader scale.
• Urban Outfitters: Large lifestyle and apparel retailer with strong licensing and brand-collaboration heritage, targeting a similar young, fashion-forward customer through DTC and physical stores.
• Aritzia: Established women's contemporary apparel retailer combining DTC e-commerce with physical boutiques — operates at larger scale in the same category with overlapping premium fashion positioning.

Direct peers

• Show Me Your Mumu: Boutique-origin women's fashion brand with a similar premium, trend-driven assortment and DTC-led growth story — comparable in customer profile and product aesthetic.
• Brandy Melville: Global women's contemporary fashion brand with a similar direct-to-consumer, social-first model and premium-priced casual apparel — comparable in target demographic and merchandising approach.
• Princess Polly: Women's contemporary DTC apparel brand selling trendy, social-media-driven fashion at accessible premium prices — directly comparable in customer segment and online distribution model.

Emerging players

• Cider: Fast-growing digitally native women's fashion brand competing for the same trend-conscious Gen Z and millennial consumer with global social-driven marketing.
• Edikted: Women's contemporary DTC fashion brand with a similar social-first, drop-oriented merchandising approach targeting fashion-forward younger consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/tlroom
• Xx.com/tlroom
• LinkedInlinkedin.com/company/tlroom

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 The Laundry Room