Vremi

What Vremi does

Vremi operates the Squatty Potty UK direct-to-consumer e-commerce storefront, selling bathroom wellness products to consumers in the United Kingdom. The product portfolio consists of eleven SKUs across two categories: toilet stools (nine variants including folding, adjustable, travel, and luxury designs in bamboo and teak) and flushable wipes. The business functions as a regional market entity under publicly traded parent Aterian Inc. (NASDAQ: ATER), which acquired Squatty Potty assets in May 2021 and established UK operations the same year.

The storefront is built on Shopify (vremi-home-kitchen.myshopify.com) with no native mobile application or external API integrations. A third-party bundle builder application enables custom product bundles with a 20% savings feature. The site is GBP-denominated with free shipping on all orders and targets health-conscious UK consumers seeking improved digestive outcomes through better toilet posture. The brand carries the registered "POOP BETTER®" trademark and maintains organic social profiles on Facebook, X, Instagram, YouTube, and TikTok.

Revenue is generated exclusively through one-time product sales with no subscription or recurring component. Pricing spans £14.99–£49.99 per unit across the toilet stool range, with flushable wipes starting at £14.99. Distribution is entirely direct via the owned UK storefront, with no third-party retail or marketplace presence. The brand claims cumulative global sales of 8 million+ stools and historical endorsements from Shark Tank, Men's Health, Today Show, and the Washington Post. The UK entity is geographically restricted to GBR plus Guernsey, Jersey, and the Isle of Man and operates with a 1–10 person headcount.

Name

Vremi

Legal name

Squatty Potty UK

Website

https://vremi.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Vremi operates Squatty Potty UK, a Shopify-based direct-to-consumer e-commerce store selling bathroom wellness products—primarily toilet stools and flushable wipes—to UK health-conscious consumers, functioning as a regional subsidiary of publicly traded Aterian Inc.

Ownership category

akta.pro rank

Product category

Bathroom Wellness Products

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Bathroom Organization Retail (Shower Caddies, Over-toilet, Vanity organizers) (CRAIAJAM)

Keywords

• Bathroom wellness products
• Toilet stools
• Ergonomic bathroom aids
• Flushable wipes
• Consumer e-commerce

Headquarters

HQ city

New York

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, Technology or R&D, Personnel, Infrastructure

Revenue model

1. Product Sales: One-time purchase revenue from physical bathroom wellness products including toilet stools (bamboo, teak, adjustable designs) and flushable wipes. No subscription or recurring revenue model; all sales are individual transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Vremi operates a direct-to-consumer e-commerce storefront (squattypotty.uk) selling bathroom wellness products — primarily toilet stools in various designs (bamboo, teak, folding, adjustable) — along with a complementary line of flushable wipes. The products are designed to elevate feet into a squatting position during elimination, relaxing the puborectalis muscle to support natural bowel movements and digestive health.

Product overview

Vremi operates the Squatty Potty UK e-commerce store offering a portfolio of toilet stools designed to improve bathroom posture and digestive health. The product line includes folding stools (Stockholm Bamboo Folding, Oslo Bamboo Folding, Fold-N-Stow™), adjustable stools (Adjustable 2.0, Original 7"), travel-friendly options (Travel Porta Squatty®), luxury designs (Slim Teak, Tao Bamboo), versatile flip stools (Bamboo Flip), and basic models (Simple Toilet Stool). The portfolio also includes a complementary product line of Flushable Wipes. Products help users achieve optimal squatting position by elevating feet, relaxing the puborectalis muscle, and promoting natural elimination. A Bundle Builder tool enables customers to create custom product bundles with 20% savings.

Differentiator

Problem solved

Functional benefit

Products and services

• Bamboo Flip Versatile toilet stool that flips to 7" or 9" in height to help users achieve optimal squatting posture during elimination. Made from bamboo; assembly required. For consumers seeking improved bathroom posture and digestive health.
• Stockholm Bamboo Folding Foldable bamboo toilet stool that collapses flat for easy stowing, designed to fit perfectly beneath toilets. For consumers wanting space-saving bathroom posture solutions.
• Oslo Bamboo Folding Bamboo folding toilet stool designed to maximize bathroom space, fitting beneath the toilet or collapsing for storage. Helps achieve optimal squatting position.
• Adjustable 2.0 Adjustable-height toilet stool designed to accommodate various toilet styles and user height preferences.
• Original 7" The classic Squatty Potty design with a 7-inch height suitable for standard toilets, promoting better posture for healthier, more comfortable bathroom experiences.
• Fold-N-Stow Folding toilet stool designed for easy storage and space-saving convenience in bathrooms.
• Travel Porta Squatty Compact, portable toilet stool designed for travel, fitting in suitcases and carry-ons so users can maintain better bathroom posture while away from home.
• Slim Teak Modern sculpted toilet stool with a sophisticated design to complement home bathrooms, featuring a slim 7-inch profile in teak wood.
• Simple Toilet Stool Basic toilet stool designed for improved bathroom posture and comfort.
• Tao Bamboo Bamboo toilet stool in the Tao collection, designed for enhanced bathroom posture.
• Flushable Wipes Flushable bathroom wipes infused with a gentle pH-balanced formula, free from alcohol, designed for sensitive skin. Provides a refreshing, confident clean after bathroom use. For consumers seeking complementary hygiene products to pair with toilet stools.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Charmin (P&G): Iconic toilet tissue brand with a flushable wipes range; a broader incumbent in the bathroom hygiene category where Squatty Potty's new wipes line competes for basket share and attention.
• Cottonelle (Kimberly-Clark): Mass-market leader in toilet paper and flushable wipes sold through major UK grocers and drugstores; competes with Squatty Potty's wipes line on shelf and brand awareness with vastly broader distribution.

Direct peers

• LUXE Bidet: Specialist bathroom wellness brand offering bidet attachments and toilet-side accessories, addressing the same "natural elimination" use case as Squatty Potty via owned e-commerce and content-led brand building.
• DUDE Wipes: Flushable personal-care wipes brand with a humor-led, content-driven DTC model; comparable to Squatty Potty UK's wipes extension and overall irreverent bathroom-wellness positioning and audience.
• Squatty Potty (US): Squatty Potty's original US brand and product range (toilet stools, wipes), sharing the same products, brand IP ("POOP BETTER®", Dookie mascot) and category positioning; the UK entity is effectively the regional storefront for the same brand.
• TUSHY: DTC bathroom wellness brand selling bidets and complementary wipes/care products, targeting the same consumer mindset of posture- and hygiene-led better elimination with a direct-to-consumer e-commerce go-to-market.

Others

• Method Products: Design-led, sustainably positioned home and personal-care brand with a DTC-plus-retail distribution model; useful adjacent comparable for Squatty Potty UK's design-led bathroom products and brand-building approach.
• Seventh Generation: Household and personal-care brand with bathroom tissue and cleaning product lines; not a direct competitor but a comparable reference point for sustainability-forward bathroom hygiene positioning.

Emerging players

• Lume: DTC personal-care brand built around odor control and body hygiene; adjacent emerging player in the bathroom/body hygiene category overlapping with Squatty Potty UK's wipes audience.
• BetterWay Organic: Emerging natural personal-care brand offering natural deodorants and personal wipes; shares the clean-ingredient, DTC positioning relevant to Squatty Potty's flushable wipes extension.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/vremiofficial
• YouTubeyoutube.com/user/MySquattyPotty
• Facebookfacebook.com/Vremifun
• Instagraminstagram.com/squattypotty/?hl=en
• TikToktiktok.com/@squattypottyofficial?lang=en

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 Vremi