Kendall + Kylie
Kendall + Kylie is a privately held DTC fashion brand founded in 2012 by Kendall and Kylie Jenner, selling trendy apparel and accessories directly through its e-commerce site and Amazon marketplace to fashion-forward young women seeking celebrity-inspired style at accessible price points.
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Kendall + Kylie does
Kendall + Kylie is a privately held direct-to-consumer fashion brand founded in 2012 by Kendall and Kylie Jenner, operating under the legal name Kendall + Kylie with a primary contact address in Dorchester Center, Massachusetts. The company sells a lifestyle apparel and accessories line spanning tops, bottoms, dresses, jeans, vegan leather pieces, handbags, footwear, sunglasses, and outerwear at accessible price points ranging from approximately $14 for basic items to $50+ for premium pieces. The brand leverages the founders' celebrity status and social media presence for top-of-funnel awareness, supplemented by a content blog, email newsletter, and affiliate-driven Amazon traffic.
The business model is a straightforward one-time-purchase DTC model with no subscription or recurring revenue component. Products are sold through two primary channels: the brand's own e-commerce website (thekendallkylie.com) and an Amazon marketplace storefront with multiple category-specific pages. The website also monetizes via the Amazon Associates affiliate program, generating referral fees on linked purchases. The company has no proprietary technology platform, no mobile app, and no disclosed AI/ML capabilities; differentiation rests entirely on brand equity, celebrity association, and product design.
Kendall + Kylie firmographics
Firmographics- Name
- Kendall + Kylie
- Legal name
- Kendall + Kylie
- Website
- https://thekendallkylie.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Kendall + Kylie is a privately held DTC fashion brand founded in 2012 by Kendall and Kylie Jenner, selling trendy apparel and accessories directly through its e-commerce site and Amazon marketplace to fashion-forward young women seeking celebrity-inspired style at accessible price points.
- Ownership category
- akta.pro rank
Kendall + Kylie industry classification
Industry- Product category
- Women's Fashion Apparel and Accessories
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Jewelry, Luggage, and Leather Goods Retailers (4583)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Women’s Apparel Retail (CRAAABAB)
- akta.pro secondary industries
- Handbags & Purses (CRAAAJAA), Streetwear & Contemporary Apparel Retail (CRAAABAM)
Keywords
Where Kendall + Kylie is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Kendall + Kylie business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Apparel and accessory sales: Direct product sales of clothing, footwear, handbags, and accessories through owned e-commerce website and Amazon marketplace. One-time purchase model with no subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for apparel and accessories |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Kendall + Kylie product offering
Product offeringCore offering
Kendall + Kylie is a women's fashion brand that designs and sells ready-to-wear apparel and accessories, including tops, bottoms, dresses, jeans, vegan leather items, handbags, footwear, sunglasses, and outerwear. The brand sells its own designed products directly to consumers through its own e-commerce site (thekendallkylie.com) and through the Amazon marketplace, and promotes them via the founders' personal social media channels.
Product overview
Kendall + Kylie is a global lifestyle fashion brand created by Kendall and Kylie Jenner, offering a trendy and bold collection of clothing and accessories. The brand provides a single unified product line rather than a platform-plus-modules architecture, encompassing apparel categories including tops, bottoms, dresses, jeans, vegan leather items, handbags, footwear, sunglasses, and outerwear. The collection captures the unpredictable essence of today's young fashion lover: confident, stylish, on trend and in charge. The brand emphasizes versatility, blending sophistication with urban edge, and offers high-quality pieces designed with attention to detail and quality craftsmanship. Shopping is primarily available through their official website (thekendallkylie.com) and Amazon storefront.
Differentiator
Problem solved
Functional benefit
Products and services
- Tops Women's tops sold as part of the Kendall + Kylie ready-to-wear collection for individual consumers seeking on-trend casual and going-out styles.
- Bottoms Women's bottoms (pants, leggings, shorts, and similar items) sold as part of the Kendall + Kylie ready-to-wear collection.
- Dresses Women's dresses sold as part of the Kendall + Kylie ready-to-wear collection, covering casual, day, and occasion styles.
- Jeans Women's denim jeans sold as part of the Kendall + Kylie ready-to-wear collection.
- Vegan Leather Items Vegan leather apparel and accessories (such as pants, jackets, and bags) sold under the Kendall + Kylie label.
- Handbags Women's handbags sold as part of the Kendall + Kylie accessories line for everyday and occasion use.
- Footwear Women's footwear sold as part of the Kendall + Kylie accessories line.
- Sunglasses Women's sunglasses sold as part of the Kendall + Kylie accessories line.
- Outerwear Women's outerwear (jackets, coats, and similar items) sold as part of the Kendall + Kylie ready-to-wear collection.
Companies that use Kendall + Kylie
Customer profileSegments1 record
Ideal customer profiles1 record
Kendall + Kylie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Kendall + Kylie partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Amazon Services LLC Associates ProgramminorKendall + Kylie participates in the Amazon Associates Program, an affiliate advertising program. The brand earns advertising fees by linking to Amazon.com product listings. The website contains numerous affiliate links to Amazon product pages.
Scale indicators1 record
Recent moves1 record
Expansion highlights4 records
Kendall + Kylie competitors and assessment
Company assessmentEmerging players
- Edikted: Fast-growing Gen-Z DTC contemporary women's apparel brand — emerging player competing for the same fashion-forward young women's segment with similar price points and trend-driven product.
- Brandy Melville: Trendy young women's contemporary apparel brand with accessible price points — emerging player competing directly with Kendall + Kylie for fashion-forward young women's wardrobe spend.
Broad incumbents
- Revolve: Established DTC contemporary women's fashion retailer carrying hundreds of brands at similar price points — broader incumbent setting the competitive context for Kendall + Kylie's price tier and target customer.
- Lucky Brand: Established denim-led contemporary apparel retailer — broad incumbent overlapping with Kendall + Kylie's jeans and casual apparel categories at accessible price points.
- Steve Madden: Long-standing accessible fashion brand in footwear, handbags, and apparel — a broad incumbent competing with Kendall + Kylie across handbags, footwear, and contemporary apparel.
- Guess: Established celebrity-fashion-rooted apparel and accessories brand (Marciano siblings) with comparable accessible-to-mid-tier pricing across women's apparel, handbags, and accessories.
Direct peers
- Good American: Khloé Kardashian and Emma Grede's apparel brand focused on jeans, denim, and women's contemporary apparel — direct peer as another Kardashian-family DTC fashion label competing in the same accessible contemporary segment.
- Draper James: Reese Witherspoon's Southern-inspired lifestyle apparel brand sold DTC — comparable celebrity-founder women's contemporary apparel positioning with similar target customer.
- Fabletics: Kate Hudson's celebrity-founded activewear and women's apparel brand sold primarily through DTC channels — directly comparable celebrity-led, fashion-forward, accessible-priced women's apparel model.
- SKIMS: Kim Kardashian's celebrity-founded apparel and shapewear brand; the closest direct comparable to Kendall + Kylie as a Jenner/Kardashian family DTC fashion label targeting similar demographics with founder-driven marketing.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Kendall + Kylie social profiles
Digital presenceKendall + Kylie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kendall + Kylie leadership team
Management profileNumber of profiles
Profiles2 records
Kendall + Kylie funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kendall + Kylie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kendall + Kylie
What does Kendall + Kylie do?
Kendall + Kylie is a women's fashion brand that designs and sells ready-to-wear apparel and accessories, including tops, bottoms, dresses, jeans, vegan leather items, handbags, footwear, sunglasses, and outerwear. The brand sells its own designed products directly to consumers through its own e-commerce site (thekendallkylie.com) and through the Amazon marketplace, and promotes them via the founders' personal social media channels.
Is Kendall + Kylie a public or private company?
Kendall + Kylie is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kendall + Kylie founded?
Kendall + Kylie was founded in 2012. It employs 11 to 50 people.
Where is Kendall + Kylie based?
Kendall + Kylie is headquartered in New York, United States, in the North America region.
How does Kendall + Kylie make money?
One revenue line is on record: apparel and accessory sales.
Who are Kendall + Kylie's main competitors?
Emerging players on record are Edikted and Brandy Melville. Broad incumbents are Revolve, Lucky Brand, Steve Madden and Guess. Direct peers are Good American, Draper James, Fabletics and SKIMS.
Does Kendall + Kylie have an API?
No public API is recorded for Kendall + Kylie.
What industry is Kendall + Kylie in?
Kendall + Kylie's product category is Women's Fashion Apparel and Accessories. Its primary akta.pro industry code is CRAAABAB, Women’s Apparel Retail, with a secondary code of CRAAAJAA, Handbags & Purses. Its NAICS code is 45811 and its SIC code is 5621.