FINATICS

What FINATICS does

FINATICS, operating as Finatics, LLC (Massachusetts, USA), is a direct-to-consumer e-commerce apparel brand founded in 2020 that sells shark conservation-themed clothing, swimwear, accessories, jewelry, and home decor through its Shopify-hosted website, shopfinatics.com. The company targets individual consumers interested in shark conservation, ocean lifestyle, and beach culture, with a primary customer segment of beachgoers, surfers, and ocean enthusiasts who want to express marine conservation values through fashion. Product pricing ranges from $6 for keychains to $199 for mirrors and selected decor, with unisex sizing and collections including hoodies, crewnecks, t-shirts, swimwear (incorporating 83% recycled polyamide), and accessories including the trademarked JAWELRY® line.

The business model is a one-time-sale DTC retail operation with no subscription tier. Brand differentiation is built on a stated commitment to donate 10% of net profits annually to shark conservation organizations (including past recipients Beneath The Waves, Project Hiu, and Ocearch), supported by three registered trademarks (Protect The Locals®, No sharks No ocean Big problem™, JAWELRY®). The company is bootstrapped, founder-owned, and has no disclosed institutional funding, no disclosed headcount, and no disclosed revenue. Distribution is exclusively through its own e-commerce storefront, with US domestic shipping free over $150, and international shipping via DHL to Canada, Australia, several European countries, New Zealand, and the United Kingdom. Marketing relies on owned channels: Instagram, Pinterest, TikTok, an email newsletter called "join the shark cage," and SMS messaging for promotions and order updates; Shop Pay Installments via Affirm is offered at checkout.

Name

FINATICS

Legal name

Finatics, LLC

Website

https://shopfinatics.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

FINATICS is a bootstrapped, founder-owned DTC e-commerce brand founded in 2020 that sells shark conservation-themed apparel, swimwear, accessories, and home decor through shopfinatics.com to individual consumers, donating 10% of net profits to shark conservation organizations.

Ownership category

akta.pro rank

Product category

Conservation Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Jewelry Retailers (45831)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ)

akta.pro secondary industries

Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI), Swim & Surf Performance Wear (CRAAAEAG)

Keywords

• Shark themed apparel
• Ocean conservation clothing
• Beach lifestyle fashion
• Conservation merchandise
• Shark awareness products

Headquarters

HQ city

Chelmsford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer retail sales of shark conservation-themed clothing, swimwear, accessories, and home decor items. Products include hoodies, crewnecks, t-shirts, swimwear, bags, jewelry, and decor. Revenue is generated through one-time transaction sales at various price points ranging from $6 to $199.
2. Gift Cards: Digital gift cards sold in denominations of $25, $50, $75, $100, $150, and $200. Gift cards are delivered via email and do not expire.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

FINATICS designs, prints, dyes, and sells shark conservation-themed apparel and lifestyle goods directly to consumers through its Shopify storefront at shopfinatics.com. The product range includes hoodies, crewnecks, t-shirts, swimwear, accessories (bags, jaw clips, jewelry), home decor (mirrors, coasters, towels), and digital gift cards, with 10% of net profits donated annually to shark conservation organizations.

Product overview

FINATICS is an ocean-conservation focused apparel brand selling shark-themed clothing, swimwear, accessories, and decor. The product portfolio centers on a unified offering of branded apparel rather than a platform architecture. Core products include hoodies (Purpose Hoodie, Frenzy Hoodie, NYC Hoodie, Boston Hoodie, Protect the Locals Hoodie), crewnecks (Frenzy Crewneck, Everyday Boxy Crewneck, NYC Crewneck, USA Crewneck, Heart on My Sleeve Knit, Shark Sighted Crewneck, Sharky's Sandbar Crewneck), t-shirts (Hot Girls Love Sharks Tee, Big Mouth Tee, Varsity Tee), and swimwear (Finley Bandeau Bikini Top, Liv Bikini Top, Marie Bikini Bottom). These are complemented by accessories including bags (Under the Sea Beaded Bag), jewelry (Great White Cuff Bracelet, Positano Charm Ring, Shark Tooth Body Chain), hair clips (Shark Jaw Clip), and decor (Great White Mirror, Marble Shark Coaster Set, Finnegan USA Towel). The company also offers gift cards and seasonal items like dog bandanas and keychains. Products are designed to raise awareness of shark conservation with 10% of net profits donated to shark protection organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• Clothing Collection (Hoodies, Crewnecks, T-Shirts, Bottoms, Sleepwear) Unisex apparel including hoodies (Purpose, Frenzy, NYC, Boston, Protect the Locals), crewnecks (Frenzy, Everyday Boxy, NYC, USA, Shark Sighted, Sharky's Sandbar), t-shirts (Hot Girls Love Sharks, Big Mouth, Varsity), bottoms, and sleepwear. Garments feature shark-themed graphics and are made with 100% cotton, pigment-dyed and enzyme-washed for a vintage feel.
• Swimwear Collection (Tops, Bottoms, Towels) Shark-themed swimwear including bandeau and triangle bikini tops (Finley, Liv), side-tie bikini bottoms (Marie), and beach towels (Finnegan). Swimwear constructed from 83% recycled polyamide and 17% elastane blends.
• Accessories and Jewelry (JAWELRY® Collection) Bags (Under the Sea Beaded Bag, NYC Tote), hair jaw clips (Shark Jaw Clip, Palm Jaw Clip), and JAWELRY® branded jewelry including the Great White Cuff Bracelet, Positano Charm Ring, and Shark Tooth Body Chain. Accessories incorporate eco-friendly materials such as Cellulose Acetate.
• Home Decor and Lifestyle Goods Shark-themed home decor and lifestyle items including the Great White Mirror (16" x 32" custom glass mirror), Marble Shark Coaster Set (set of 4), seasonal items like the Christmas Dog Bandana, and shark-themed keychains.
• FINATICS eGift Card Digital gift cards available in $25, $50, $75, $100, $150, and $200 denominations, delivered via email and do not expire.

Quantifiable outcome

• Nearly 100,000,000 sharks killed annually for fins - the brand's mission is to raise awareness and reduce this number through product sales and donations

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Beneath The WavescoreStrategic or Co-development Partner · 1 January 2025Starting in 2025, FINATICS signed a partnership with Beneath The Waves to gain valuable insight on current shark population status and allocate donation efforts most effectively. This is the company's primary strategic partner for understanding where conservation efforts can make the most impact.
• Project HiuminorOthersPast donation recipient. FINATICS has donated to Project Hiu in previous years as part of their annual 10% net profit donation commitment to shark conservation organizations.
• OcearchminorOthersPast donation recipient. FINATICS has donated to Ocearch in previous years as part of their shark conservation mission. Ocearch is a data-driven organization that tracks shark movements and populations.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Reef: Established surf-lifestyle apparel and footwear brand serving similar beach/ocean consumer. A broader incumbent competing for the same lifestyle occasion.
• Patagonia: Largest environmental-mission apparel brand. Massive scale, broad catalog, and deep conservation credibility make it the benchmark incumbents and an aspirational peer for FINATICS' ocean-conservation positioning.
• Roxy: Quiksilver-owned women's surf and beach apparel brand covering swimwear, hoodies, and accessories. Direct category overlap with FINATICS' women's swim and hoodie line at much greater scale.

Direct peers

• Sand Cloud: Marine-life-themed apparel, towels, and accessories with a charitable giving model donating a portion of proceeds to marine conservation nonprofits—essentially the same business model as FINATICS.
• United By Blue: Mission-driven apparel brand that removes one pound of plastic from oceans and waterways per order. Closest analog to FINATICS: ocean-conservation positioning, DTC apparel, and traceable impact model.
• Outerknown: Surf-inspired sustainable apparel brand founded by Kelly Slater, focused on circular materials and ocean-positive supply chain. Highly comparable to FINATICS in surf/ocean aesthetic and sustainability claims.
• Faherty Brand: Surf-inspired lifestyle apparel brand offering hoodies, swimwear, and tees with coastal/ocean aesthetic. Comparable to FINATICS in product mix (hoodies, crewnecks, swim) and DTC distribution.
• Salt Life: Marine lifestyle apparel and accessories brand targeting surfers, fishermen, and ocean enthusiasts. Directly comparable to FINATICS' ocean/beach consumer segment and product mix.
• Cotopaxi: Mission-driven outdoor brand built around a sustainability/anti-poverty mission with bold graphic apparel and accessories. Comparable to FINATICS in mission-driven DTC positioning and design-forward aesthetic.
• Pura Vida Bracelets: Charity-branded accessories brand known for artisan jewelry with donations linked to each product. Closely comparable to FINATICS' JAWELRY® line and donation-driven accessory strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/shopfinatics
• Pinterestpinterest.com/shopfinatics
• TikToktiktok.com/@shopfinatics
• Xx.com/shopfinatics
• Facebookfacebook.com/shopfinatics
• LinkedInlinkedin.com/company/shopfinatics

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 FINATICS