What Aurorae does

Aurorae, LLC is a privately held, New Jersey-based e-commerce brand founded in 2009 and operated as a self-described small family business under founder and CEO Dennis Ingui. The company designs, manufactures, and sells a focused line of eco-friendly yoga mats and related accessories — including the flagship Classic Mat (PER, Polymer Environmental Resin, free of PVC, TPE, Phthalates, Phenols, PAHS, Latex, Silicone and Rubber), the extra-large Ultra Super-Sized Mat, the patented Synergy On-The-Go 2-in-1 foldable mat-towel hybrid, and a 100% Natural Portugal Oak Cork and Rubber Mat — supported by accessories such as the Aurorae Sling Yoga Bag, with a wholesale portfolio extending into apparel and organic spa products.

The technical differentiators sit in the physical product layer: a US-patented Synergy Technology that bonds lightweight PER mesh with an ultra-absorbent non-slip microfiber towel to deliver sweat-activated grip, a separate US patent for the non-slip hot yoga mat in which wetness improves traction, a patented Rising Moon focal-point icon to support practitioner concentration, and natural cork options providing biodegradable, recyclable surfaces with superior wet grip. Underlying performance and safety claims are third-party validated through Intertek testing.

Commercially, Aurorae operates a multi-channel go-to-market: Amazon.com is the primary marketplace and transaction processor (the company cites over 5,000 5-star reviews), supplemented by Walmart.com, a direct-to-consumer storefront at auroraeyoga.com, and a wholesale program to retail sellers (excluding internet resellers) with a stated 48-hour application response. Revenue is generated through one-time unit sales at retail prices ranging from $39.95 (Synergy Solids) to $79.95 (Cork Mat), with a 2-year guarantee on all mats and free Non-Slip Rosin included with the Classic and Ultra lines. The customer base is horizontal across yoga and fitness practitioners, with secondary wholesale demand from retail buyers.

Name

Aurorae

Legal name

Aurorae, LLC

Website

https://auroraeyoga.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Aurorae, LLC is a New Jersey-based private e-commerce brand that designs and sells eco-friendly yoga mats and accessories — including US-patented Synergy, Classic PER, Ultra, and natural Cork models — through Amazon, Walmart, its own website, and wholesale to retail sellers.

Ownership category

akta.pro rank

Product category

Yoga Mats and Accessories

akta.pro primary industry

Yoga, Pilates & Studio Wear Retail (CRAMACAE)

Keywords

• Yoga accessories
• Yoga mats
• Fitness equipment
• Eco-friendly yoga
• Athletic accessories

Headquarters

HQ city

Mahwah

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct E-commerce Sales: Direct sales through Aurorae's own website auroraeyoga.com
2. Marketplace Sales - Amazon: All products sold through Amazon.com marketplace with Amazon processing transactions and payments
3. Marketplace Sales - Walmart: Products also available through Walmart.com marketplace
4. Wholesale Distribution: Wholesale shipping to retail sellers for yoga mats, accessories, apparel and organic spa products

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Aurorae designs, manufactures, and sells yoga mats and yoga accessories directly to consumers and wholesale partners. The company produces multiple yoga mat lines (Synergy, Classic, Cork, Ultra) along with complementary accessories such as yoga towels and mat bags, using eco-friendly materials like PER and cork with patented non-slip surface technology.

Product overview

Aurorae is a yoga and wellness brand offering a focused portfolio of eco-friendly yoga mats across several distinct product lines, along with accessories, bags, and expanding into apparel and spa products. The core lineup consists of the Synergy On-The-Go Yoga Mat (a US-patented 2-in-1 foldable mat-towel hybrid designed for travelers and active yogis), the Ultra Super-Sized Yoga Mat (an extra-large mat for practitioners needing more room), the Classic Yoga Mat (the flagship eco-friendly mat in solids and prints with a focal-point icon design), and the Natural Cork & Rubber Yoga Mat (a biodegradable all-natural mat with superior wet grip). Accessories include the Sling Yoga Bag. Products are sold via the Aurorae website and Amazon.com, with a wholesale channel for retail partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Aurorae Synergy Yoga Mat A premium yoga mat featuring the proprietary Synergy Technology with a raised ridge pattern designed to deliver superior non-slip grip during yoga practice. Targeted at yoga practitioners who want enhanced traction and stability.
• Aurorae Classic Yoga Mat A standard yoga mat made with PER (Polymer Environmental Resin) eco-friendly material, designed for everyday yoga practice. Targeted at yoga practitioners seeking a reliable, eco-friendly mat.
• Aurorae Cork Yoga Mat A yoga mat featuring a naturally anti-microbial cork surface, offering an eco-friendly and sustainable option for yoga practitioners. Targeted at environmentally conscious consumers.
• Aurorae Ultra Yoga Mat A high-performance yoga mat with patented non-slip surface design, built for durability and superior grip. Targeted at serious yoga practitioners and fitness enthusiasts.
• Yoga Towel A yoga towel designed for use during yoga practice, providing extra grip and sweat absorption. A complementary accessory to Aurorae's yoga mat lineup.
• Yoga Mat Bag A carrying bag designed to transport and store yoga mats. A complementary accessory to Aurorae's yoga mat lineup.
• Aurorae Wholesale Program A wholesale distribution program offering Aurorae's portfolio of yoga mats and accessories at bulk pricing for retailers, yoga studios, fitness centers, and other resellers.

Quantifiable outcome

• Over 5,000 5-star reviews on Amazon marketplace

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as the primary marketplace and transaction processor for Aurorae. All internet orders are processed through Amazon for customer safety and security. Aurorae has an Amazon Storefront and is described as having the best reviewed yoga mats on Amazon.com with over 5,000 5-star reviews.
• WalmartminorChannel Partner/ Reseller/ DistributorWalmart serves as a secondary marketplace channel for Aurorae products including the Cork Mat available on Walmart.com.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/auroraeyoga
• Facebookfacebook.com/auroraeyoga
• LinkedInlinkedin.com/company/aurorae-yoga

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 Aurorae