Grass & Air

What Grass & Air does

Grass & Air is a UK-based children's outerwear and swimwear brand headquartered in Stockport, Greater Manchester, operating as Grass and Air Limited (Companies House number 09469335). The company designs and sells raincoats, puddlesuits, waterproof dungarees, wellington boots, sandals, swimwear, fleece and sweats ranges, hats, beanies, bags, and accessories targeted at parents of children aged roughly 12 months to 10 years. Its core product differentiator is a proprietary colour-changing technology embedded in wellies, sandals, umbrellas, and rainwear that reveals multi-coloured patterns when exposed to water, supported by technical specifications including a 5000mm waterproof rating on rainwear and UPF50+ UV protection on swimwear. The clothing range is increasingly made from recycled fabrics, and selected beanies carry Circular Textiles Foundation 'Infinitee' recyclability certification.

The business operates a direct-to-consumer e-commerce model through a Shopify storefront at grassandair.com, supporting multi-currency checkout and shipping to more than 35 countries across Europe, North America, Asia Pacific, and the Middle East, with UK fulfilment via Evri. A secondary B2B wholesale channel serves trade buyers. Pricing is unit-based across individual SKUs ranging from approximately $9 for accessories to $50 for raincoats and $44 for premium wellies, with bundle offerings (Festival Bundle, Festival Ready Bundle) priced $85–$106 to lift average order value. Grass & Air is part of The Parently Group, a Manchester-based collective of independent brands, and was launched by children's uniform specialists David Luke. The Peppa Pig licensed collaboration and partnerships with The Little Loop (clothing rental) and Circular Textiles Foundation (circular recycling) extend the brand's ecosystem beyond core product sales.

Name

Grass & Air

Legal name

Grass and Air Limited

Website

https://grassandair.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Grass & Air is a UK-based children's outdoor apparel brand selling colour-changing wellies, raincoats, swimwear, and accessories direct-to-consumer and wholesale to families with young children, as part of The Parently Group.

Ownership category

akta.pro rank

Product category

Children's Outdoor Apparel & Footwear

NAICS

Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (458110), Sporting Goods Retailers (45911)

SIC

Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Outerwear & Snowsuits (Children) (CRAAAHAF)

akta.pro secondary industries

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

Keywords

• Kids rainwear
• Children wellington boots
• Color-changing outerwear
• Kids swimwear
• Waterproof children's apparel

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through their Shopify e-commerce platform. Products include wellies, rainwear, swimwear, clothing, and accessories. One-time purchase model with occasional bundle discounts.
2. Wholesale: B2B wholesale channel for trade customers purchasing Grass & Air products for resale.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Grass & Air designs, sources and sells waterproof outerwear, swimwear and accessories for children aged roughly 12 months to 10 years. Its product range centres on colour-changing wellies, raincoats, puddlesuits, waterproof dungarees, fleeces, sweats and joggers, hats, bags and UPF50+ swimwear, complemented by a Peppa Pig licensed collection and curated bundles. The brand sells primarily through its own Shopify e-commerce storefront with international shipping and supports a wholesale channel for trade customers.

Product overview

Grass & Air is an outerwear and swimwear brand bringing fun playwear that makes it easy for kids to get outdoors for adventures, whatever the weather. The company was launched by children's uniform specialists David Luke and is now part of The Parently Group based in Manchester. The product portfolio centres on a core range of waterproof footwear including Kids' Teddy Fleece Lined Wellies, Kids' Floral Wellies, Kids' Shortie Wellies, Junior Wellies, Baby Booties, and Welly Socks. These are complemented by a full rainwear collection comprising Puddlesuits, Raincoats, and Waterproof Dungarees. The clothing range includes Fleeces (Borg jumpers and gilets) and Sweats & Joggers made from recycled materials. Accessories encompass Hats & Beanies (including Circular Textiles Foundation-certified recyclable beanies), Bags, and swimwear with UPF50+ protection. A Peppa Pig licensed collaboration offers character-themed products. Bundles provide curated combinations at discounted prices. The company differentiates through proprietary colour-changing technology applied to wellies, sandals, and umbrellas that reveals vibrant patterns when wet. Key technical specifications include 5000mm waterproof ratings for rainwear and UPF50+ UV protection for swimwear. Sustainability initiatives include using recycled materials from plastic bottles, circularity partnerships with Circular Textiles Foundation, Wonky Welly donation schemes, and a Reloop take-back program through The Little Loop.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Kids rainwear collection has 5000mm waterproof rating
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Five partnerships are on record, tiered minor and core.

• The Conker CrewminorGTM or Marketing Partner · 1 January 2022Community partner for Wonky Welly donation scheme. Tested concept by receiving 10 pairs of donated wellies for their Swap Shop. Email [email protected] for wonky welly donation enquiries.
• David LukecoreOthers · 1 January 2020Grass & Air was launched by children's uniform specialists David Luke. The parent company's expertise in children's clothing manufacturing and quality standards informed Grass & Air's product development.
• The Little LoopcoreStrategic or Co-development PartnerThe Little Loop is the UK's leading pre-loved clothing shop for kids. Grass & Air partners with them for their Reloop take-back scheme, allowing customers to resell outgrown Grass & Air clothing for instant credit. 79% of clothes received are rated good condition or better.
• The Parently GroupcoreOthersGrass & Air is part of The Parently Group, a collective of independent brands based in Manchester. Benefits include shared sustainability practices, ethical trading initiatives through ETI (Ethical Trading Initiative), and combined product development expertise.
• Circular Textiles FoundationcoreStrategic or Co-development PartnerCollaboration to ensure beanies are recyclable at end of life. The Circular Textiles Foundation provides independent circularity certification (CTF 'Infinitee' mark) proving products are designed for fibre-to-fibre recycling through Project Plan B's innovative technology.

Scale indicators3 records

Recent moves2 records

Direct peers

• Hatley: Canadian children's apparel and rainwear brand selling wellies, rain jackets, and puddle suits through DTC and wholesale. Highly comparable product mix (colourful kids' outdoor rainwear) and similar parent-target customer.
• Joules: British heritage lifestyle brand with a substantial children's outdoor and rainwear range, sold via DTC, wholesale, and concessions. Comparable to Grass & Air in targeting UK parents seeking colourful, weatherproof kids' apparel with a lifestyle brand identity.
• Hunter Boot Ltd: Iconic wellington-boot brand with a kids' range alongside adult wellies, sold DTC and through department stores. Directly comparable to Grass & Air on the welly category and on using colour/design as a brand differentiator.
• Muddy Puddles: UK-based children's outdoor and rainwear brand specializing in wellies, puddle suits, and waterproof outerwear for kids. Closest direct competitor to Grass & Air, overlapping on product mix, target customer (parents of young children), and UK DTC-led GTM.

Emerging players

• Frugi: UK-based sustainable children's clothing brand using organic and recycled materials. Comparable to Grass & Air on the sustainability/eco-parent positioning and overlap on kids' sweats, joggers, and outerwear.
• Kidorable: US-based children's rainwear brand specialising in fun, character- and pattern-driven wellies, raincoats, and umbrellas. Closely comparable on the 'fun-design-for-rain' positioning Grass & Air pursues with its colour-changing line.

Broad incumbents

• Patagonia: Global outdoor and sustainability-led apparel brand with a kids' line including fleeces, sweatshirts, and outerwear. Comparable to Grass & Air on the sustainability messaging, recycled-material use, and parent-target customer.
• Regatta: Large UK outdoor and family apparel brand with a dedicated kids' waterproof range including wellies, jackets, and puddlesuits. Comparable on product category but operates at much larger scale and broader assortment.
• Mountain Warehouse: UK family outdoor retailer with extensive kids' outdoor clothing, wellies, and rainwear. Comparable in targeting parents of young children for affordable outdoor gear, but at broader assortment and price-leadership positioning.
• Fjällräven: Swedish outdoor brand with a dedicated kids' range including waterproof jackets and Kånken backpacks. Comparable on the outdoor/parent demographic and on premium sustainable kids' outerwear, though at a higher price tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/grassandair
• Facebookfacebook.com/grassandair
• LinkedInlinkedin.com/company/grass-and-air

Compliance1 record

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 Grass & Air