What Scenery does

Scenery (legal entity SCENERY LLC) is a privately held direct-to-consumer e-commerce company headquartered in Spring, Texas (Houston area), that designs and sells handcrafted bags, accessories, jewelry, home goods, and gift cards made from retired Broadway and Off-Broadway theatrical materials, including backdrops, curtains, banners, stage floors, and costumes. The company was founded by Jennifer Wheeler Kahn, a former professional Stage Manager with 17 years of experience across Broadway, National Tour, and regional theatre productions, who identified an unmet problem: theatrical materials are non-compostable and would otherwise accumulate in landfill. Scenery's products are handmade in the USA by contracted shops paying family-sustaining wages, with unit prices ranging from $30 to $250 across categories (clutches $65–$230, totes $75–$180, jewelry $40–$150, home goods $68–$250) and gift cards available from $35 to $400. The company has reclaimed over 40,500 pounds of theatrical waste and sponsors 2,440 students through its charitable partner TDF.

The business operates exclusively through a single Shopify-powered storefront (scenerybags.com) with no wholesale, marketplace, or B2B channels; the only technology stack disclosed consists of Shopify, Google Analytics, Shopify Audiences, and standard card and digital-wallet payment processors. Customer acquisition is driven entirely by organic social media (Instagram, TikTok, Facebook, Pinterest), an email newsletter, and earned media coverage including the Kelly Clarkson Show (NBC New York), Bloomberg, BroadwayWorld, Stage Directions Magazine, and Upworthy, which are positioned as 'As seen on' trust signals on the website. Free domestic shipping is offered above $100 and international shipping is supported (the UK is explicitly named). The entire revenue model is one-time transactional purchases, with no subscription or recurring component, and a minimum of 10% of every purchase is donated to TDF's Introduction to Theatre Program and Accessibility for Students Program, a structural cost that is core to the brand's value proposition but compresses unit margins.

Co-branded collaborations form a meaningful extension of the catalog and include the WICKED x Scenery line (including the authenticated Glinda Bubble Necklace containing certified pieces of Glinda's Bubble Dress costume and billboard tote bags made from Times Square promotional materials) and the Scenery x Leetie Lovendale Rainbow Bead Strap. The company is founder-led, independently owned with no disclosed venture capital or private equity backing, and operates at a small scale (11–50 employees). Its competitive position rests on exclusive access to retired theatrical materials, a proprietary 'Show Archive' provenance narrative, and a community of theatre enthusiasts, rather than on proprietary technology, scale economics, or network effects.

Name

Scenery

Legal name

SCENERY LLC

Website

https://www.scenerybags.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Scenery is a privately held, Texas-based DTC e-commerce brand that designs and sells handcrafted bags, accessories, jewelry, and home goods made from retired Broadway and Off-Broadway theatrical materials, donating a minimum of 10% of proceeds to TDF.

Ownership category

akta.pro rank

Product category

Upcycled Fashion Accessories and Handbags

NAICS

Jewelry, Luggage, and Leather Goods Retailers (4583), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Retail-Apparel & Accessory Stores (5600), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Sports, Concert & Venue Gift Shops (CRALAJAH)

akta.pro secondary industries

Historical & Military Collectibles Retail (CRALAGAM), Bag & Accessory Components/Hardware (Straps, Buckles, Zippers) (CRAAAJAJ)

Keywords

• Upcycled fashion accessories
• Sustainable handmade bags
• Theatrical memorabilia products
• Repurposed textile goods
• Ethical accessories brand

Headquarters

HQ city

Spring

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, Personnel, Marketing or Sales, Others

Revenue model

1. Direct product sales: Scenery generates revenue through the one-time sale of physical products — bags (clutches, handbags, totes, pouches), accessories (jewelry, keychains, straps, bows), and home goods (pillows, bookends, planters). Each product is a unique or limited item derived from retired theatrical materials. There is no subscription or recurring revenue component. The company also sells gift cards in fixed denominations ($35–$400). Revenue is entirely transaction-based with one-time purchase prices ranging from $35 to $250.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Scenery designs, handcrafts, and sells bags (clutches, handbags, totes, pouches), accessories (keychains, jewelry, bag straps, bows, tie clips), and home goods (bookends, faux planters, decorative pillows) made from retired Broadway and Off-Broadway theatrical materials such as backdrops, curtains, banners, costumes, and stage floors. Each purchase is tied to the specific production from which the materials were salvaged, and the company donates a minimum of 10% of proceeds to TDF's theatre education and accessibility programmes. All products are handmade in the United States and sold exclusively through the company's own Shopify storefront at unit prices ranging from roughly $30 to $250, plus gift cards in fixed denominations.

Product overview

Scenery is a consumer e-commerce company that creates handcrafted bags, accessories, and home goods from upcycled theatrical materials salvaged from Broadway and Off-Broadway productions. The product portfolio centers on clutches, handbags, totes, pouches, and accessories—all made from retired backdrops, curtains, costumes, and set pieces. Core product lines include the Clutches and Handbags collections featuring iconic Broadway show designs (Cabaret, WICKED, Smash, Kinky Boots, Bad Cinderella), complemented by Accessories (keychains, jewelry, bows, straps), and Home Goods (bookends, planters, pillows). The company also offers Gift Cards and collaborations with brands like Leetie Lovendale and Julia Lester. All products are handmade in America, with a portion of proceeds donated to TDF's theatre education programs.

Differentiator

Problem solved

Functional benefit

Brands

• Scenery x Leetie Lovendale: Collaboration bead strap line with Leetie Lovendale, a woman-owned accessories brand that transforms authentic vintage and deadstock materials into colorful, limited-edition jewelry.
• WICKED x Scenery

Quantifiable outcome

• Over 40,500 pounds of theatrical waste diverted from landfill and upcycled into products
• +2 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Leetie LovendaleminorStrategic or Co-development PartnerScenery collaborated with Leetie Lovendale (a woman-owned accessories brand that transforms vintage and deadstock materials into colorful jewelry) to create the Rainbow Bead Strap — a beaded arm strap or wristlet. Leetie Lovendale supplies bead components made from vintage/deadstock materials, which Scenery pairs with its upcycled theatrical bag products. 10% of proceeds from this collaboration are donated to TDF. The partnership aligns with both companies' sustainability missions.
• Theatre Development Fund (TDF)coreOthersA minimum of 10% of proceeds from every Scenery purchase is donated to TDF's Introduction to Theatre Program (supporting middle and high school theatre education and workshops) and TDF's Accessibility for Students Program (supporting students who are blind/low vision or deaf/hard of hearing). This is a charitable giveback partnership integral to Scenery's mission. As of March 2018, donations also fund TDF's Accessibility for Students Program. Scenery has sponsored 2,440 students through this partnership.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Re/Done: Direct peer in DTC upcycled apparel and accessories. Re/Done sources vintage and deadstock Levi's denim and reworks them into new products at premium prices, mirroring Scenery's upcycling, scarcity, and provenance-driven value proposition in a different raw material category.
• Baggu: Direct peer in DTC bags and accessories with a sustainability-forward brand. Baggu sells reusable bags and accessories with a similar made-in-America, mission-driven DTC model, competing for the same conscious consumer wallet share.
• Matt & Nat: Direct peer as a DTC bag and accessories brand built around a sustainable materials thesis (vegan leather, recycled fabrics). Comparable mission-led positioning, premium pricing, and direct-to-consumer go-to-market.
• Playbill Store: Most direct comparability: a Broadway-themed merchandise retailer serving the same theatre enthusiast segment. Playbill Store sells Broadway show merchandise and memorabilia, overlapping on target customer but lacking the upcycled-bags product category.
• Broadway Souvenirs / Broadway Store: Direct peer in Broadway/theatre-themed merchandise and memorabilia retail. Overlaps on customer segment and show-themed product storytelling, though distributed more as licensed souvenirs rather than upcycled craft goods.

Broad incumbents

• Rothy's: Broader DTC sustainable accessories incumbent that builds shoes and bags from recycled materials (plastic bottles, repurposed fabrics) at scale. Comparable in mission-driven DTC premium positioning but operates at significantly larger scale.
• Patagonia (Worn Wear): Adjacent incumbent in the upcycled/circular apparel space. Worn Wear resells and refurbishes used Patagonia gear, representing a scaled, established take on the upcycling thesis that validates the category and competes for sustainability-minded consumers.
• Sézane: Broader DTC premium accessories and apparel brand with a sustainability and craftsmanship narrative. Comparable on mission-led premium DTC positioning and storytelling, though at much larger scale and with conventional material sourcing.

Others

• Etsy: Marketplace enabler rather than direct competitor. Etsy is the dominant platform for handmade and upcycled goods and is where theatre-themed upcycled accessories are also sold, representing both a competitive channel and a discovery surface for similar makers.

Emerging players

• Soko: Emerging DTC ethical fashion and jewelry brand working with artisan producers. Comparable on ethical production, artisan-made accessories, and mission-driven premium positioning, with overlapping jewelry and accessory categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/scenerybags
• Instagraminstagram.com/scenerybags
• TikToktiktok.com/@scenerybags
• Pinterestpinterest.com/scenerybags/_saved
• Xx.com/scenerybags

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 Scenery