What Tom & Teddy does

Tom & Teddy is a privately held direct-to-consumer beachwear brand founded in 2011 by Michelle L'Huillier, originally headquartered in Australia and operating through an owned Shopify-based e-commerce storefront. The company specializes in matching family swimwear and coordinated beach-to-street apparel across men's, women's, boys', and girls' lines, with its original positioning built around the father-and-son matching swim shorts occasion. Core products include classic and tailored swim trunks ($60–$100), UV50+ rash guards for men, women, boys, and girls ($45–$80), matching family sets across all four parent-child configurations ($112–$160 per set), and an extended apparel range covering linen shirts, polo shirts, T-shirts, cotton shorts, and accessories. The technical foundation rests on REPREVE recycled polyester yarn supplied by Unifi (used in swimwear fabric blends), UV50+/UPF50+ accredited sun protection fabrics, and quick-dry construction resistant to salt and chlorine, with sustainability reinforced via compostable garment bags and recycled cardboard mailer packaging.

The business operates as a one-time retail e-commerce model with ancillary recurring monetization through a 'Friends Forever' email subscription offering a perpetual 10% subscriber discount, plus gift-card and gift-wrapping add-ons ($25–$200 gift cards, $10 gift wrap). Distribution is exclusively direct via tomandteddy.com with shipping to USA (free standard), Canada, UK, Europe, and Australia/NZ, and marketing relies on organic social (#tomandteddylife Instagram tagging), SEO, content marketing through a travel/lifestyle blog, seasonal sales events, and limited paid search. Customer segments center on families — particularly fathers and sons — with secondary segments in multi-generational gifting, baby shower occasions, and a recently added women's/girls' segment via the Liv Lee illustrator collaboration. The company is founder-owned with 1–10 employees, no disclosed external funding, and no wholesale or physical retail presence.

Name

Tom & Teddy

Legal name

Tom & Teddy

Website

https://tomandteddy.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Tom & Teddy is a privately held Australian-origin DTC beachwear brand selling matching family swimwear and coordinated apparel for men, women, boys, and girls via its owned e-commerce site, with REPREVE recycled fabric and UV50+ protection as core technical features.

Ownership category

akta.pro rank

Product category

Family Beachwear & Swimwear

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Family Clothing Stores (5651), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Swimwear (Children) (CRAAAHAG), Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ), Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

Keywords

• Family swimwear
• Matching beachwear
• UV50+ sun protection
• Recycled swim shorts
• Beach accessories

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Retail: One-time retail sales of beachwear products (swim shorts, rash guards, shirts, accessories) through the Tom & Teddy website. Gift wrapping service available as an add-on upsell ($10). E-gift cards sold in denominations of $25, $50, $100, $150, and $200.
2. Matching Family Sets: Bundled matching sets for families (Father & Son, Mother & Son, Father & Daughter, Mother & Daughter) sold at a bundle price point. These sets command $112-$160 per set, representing the core premium product offering.
3. Email Subscription / Loyalty: Email list building with perpetual 10% discount for subscribers, driving repeat purchases and customer retention. Discount code cannot be used on sale-price items.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Tom & Teddy is a direct-to-consumer beachwear brand that designs, sources, and sells matching family swimwear and apparel — including swim shorts, rash guards, polo shirts, linen shirts, T-shirts, cotton shorts, and accessories — for men, women, boys, and girls. The company's core differentiator is coordinated family matching sets (father & son, father & daughter, mother & son, mother & daughter, baby shower gifts) built on UV50+ accredited sun-protective fabric and REPREVE recycled polyester.

Product overview

Tom & Teddy is an Australian beachwear brand offering a comprehensive family-focused swimwear and apparel collection. The product portfolio centers on swim shorts (classic and tailored trunks), rash guards with UPF50+ protection, and coordinated clothing (polo shirts, linen shirts, T-shirts, cotton shorts) for men, women, boys, and girls. The brand specializes in family matching sets enabling father-son, father-daughter, mother-son, and mother-daughter coordination, plus baby shower gift packages. Recent expansion includes a Liv Lee collaboration for women's and girls' exclusive prints. Products feature sustainable REPREVE recycled polyester fabrics, UV50+ sun protection, and quick-dry technology. Accessories include flip flops, beach bags, caps, and toweling ponchos.

Differentiator

Problem solved

Functional benefit

Brands

• Tom & Teddy X Liv Lee: A colorful collaboration with Australian illustrator Liv Lee, featuring bold and vibrant artwork for women's and girls' swimwear. Includes Elliot print collection with rash guards, bikini bottoms, and swimsuits.

Products and services

• Men's Classic Swim Shorts (Classic Trunks) Durable, quick-drying men's swim trunks made from super-soft blended fabric using REPREVE fibers, designed for long beach and pool days; available in matching boys' sizes for father-and-son coordination.
• Men's Tailored Swim Shorts (Tailored Trunks) Men's swim trunks with a smooth waistband, secure snap fastening, side stretch, and mid-thigh hemline for a contemporary, smart-casual silhouette.
• Men's Rash Guards (UPF50+) Men's UV-protective rash guards combining UPF50+ sun protection with a flattering fit, made from ultra-durable fabric resistant to salt and chlorine; available in short and long sleeve options.
• Men's Linen Shirts Premium men's shirts crafted from 100% flax linen, lightweight and durable for warm-weather occasions; available in matching boys' sizes.
• Men's Polo Shirts Beach-ready men's polo shirts made from Pique Pima Cotton, with mid-weight standard and ultra-fine Ultralight variants designed for breathability and beach-to-street transitions.
• Men's T-Shirts Extra-soft men's 100% Pima cotton t-shirts for casual beach and everyday wear, with matching boys' sizes available.
• Men's Cotton Shorts All-year men's shorts with a semi-tailored cut, elasticated side waistband, soft stretch twill cotton construction that is low-crease and durable.
• Men's Accessories Men's beach accessories including three-layer flip flops with soft flexible straps, premium natural jute beach bags with wipeable waterproof lining, and lightweight 6-panel adjustable baseball caps.
• Boys' Swim Trunks Boys' swim trunks with secure elasticated waistband, super-soft durable fabric, UPF50+ sun protection, and resistance to chlorine and saltwater; available in sizes 1-2 through 11-12.
• Boys' Rash Guards (UPF50+) Boys' UV-protective rash guards with UPF50+ sun protection, smooth lining, and durable salt- and chlorine-resistant fabric.
• Boys' Polo Shirts Beach-ready boys' polo shirts in matching men's styles, made from Pique Pima Cotton with Ultralight options.
• Boys' T-Shirts Extra-soft 100% Pima cotton boys' t-shirts designed to match men's styles.
• Boys' Cotton Shorts
• Boys' Accessories Boys' beach accessories including flip flops, caps, and beach bags matching men's styles.
• Toweling Ponchos Lightweight, fast-drying terry-towelling cover-ups for children in sizes 2-5 and 6-9, designed for beach play and post-swim drying.
• Women's Swim Shorts Women's swim shorts with a partially elasticated waist and sporty silhouette, versatile for all-day wear in and out of water; UV-protective options available.
• Women's Rash Guards (UV50+) Women's UV-protective rash guards in a flattering fit, including half-zip styles from the Liv Lee collaboration, made from REPREVE recycled fabric.
• Women's Bikini Bottoms UV50+ reversible women's bikini bottoms from the Liv Lee collaboration, featuring the colourful Elliot print with a navy blue reverse.
• Girls' Swim Shorts Sporty girls' swim shorts with elasticated waistband in super-soft, quick-dry fabric for all-day wear in and out of water; available in matching prints for family coordination.
• Girls' Swimsuits UV50+ one-piece girls' swimsuits, including the Liv Lee collaboration Elliot Swimsuit with long sleeves and high neck for maximum sun protection.
• Father & Son Matching Sets Coordinated swim trunk bundles allowing fathers and sons to match at the beach or pool, including men's and boys' sizes in matching prints.
• Father & Daughter Matching Sets Coordinated swim shorts sets for fathers and daughters, quick-dry designs for beach and pool matching.
• Mother & Son Matching Sets Matching swim shorts sets for mothers and sons in bold, bright designs made from UV-protective, quick-dry fabric.
• Mother & Daughter Matching Sets Quick-dry matching swim shorts for mothers and daughters, designed to pair with bikinis or one-pieces.
• Baby Shower Gifts New-baby gift packages combining matching adult and baby-size swimwear, wrapped in tissue paper and a baby-shower gift box; optional Keeleco Baby animal rattle (100% recycled toy) available as an add-on.
• Tom & Teddy X Liv Lee Collection First collection exclusively for women and girls, created in collaboration with Australian contemporary illustrator Liv Lee, featuring bold and vibrant artwork on UV50+ swimwear including rash guards, reversible bikini bottoms, and girls' swimsuits made with sustainable REPREVE fabrics.
• Tom & Teddy E-Gift Card Digital Tom & Teddy gift cards available in $25, $50, $100, $150, and $200 denominations, delivered via email with optional scheduled delivery date.
• Gift Wrap Luxury gift wrapping service featuring a Tom & Teddy box with magnetic closure, note card, ribbon, and tissue paper; a Christmas gift wrap edition is also available.

Quantifiable outcome

• 534 verified customer reviews with 4.81/5 average rating
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Liv LeeminorStrategic or Co-development PartnerAustralian contemporary illustrator Liv Lee collaborated with Tom & Teddy on an exclusive women's and girls' swimwear collection — the Tom & Teddy X Liv Lee range. Features the 'Elliot' print (wonky flower artwork created during her pregnancy) across rash guards, reversible bikini bottoms, and girls' swimsuits. This was Tom & Teddy's first collection exclusively for women and girls.
• REPREVE (Unifi)coreTechnology or IntegrationREPREVE is a world-renowned polyester yarn made entirely from recycled plastic bottles, produced by Unifi. Tom & Teddy uses REPREVE fibres in its swimwear fabric blend and REPREVE-based stretch fabric in women's and girls' swimsuits. This partnership provides the core sustainable fabric technology underpinning the brand's environmental positioning.
• Keeleco BabyminorGTM or Marketing PartnerKeeleco Baby offers 100% recycled toy animal rattles as an optional add-on to Tom & Teddy's baby shower gift sets. The rattle is marketed as 'soft, 100% recycled toy that's just right for little baby hands.'

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Rip Curl: Major Australian surf and beachwear brand with full family swimwear lines and global wholesale distribution. Comparable as a beachwear incumbent competing for the same Australian-rooted family customer.
• Speedo: Global incumbent performance swimwear brand with broad distribution across performance, training and family segments. Comparable as the dominant swimwear incumbent Tom & Teddy competes against on UV/technical features.

Direct peers

• Coolibar: Specialist in UPF 50+ sun-protective clothing and swimwear for adults and kids. Comparable on the UV50+ accredited swimwear and rash guards positioning that anchors Tom & Teddy's value proposition.
• Vilebrequin: Premium French heritage swimwear brand famous for father-and-son matching printed trunks at luxury price points. Closest direct competitor to Tom & Teddy on the family-matching, premium-DTC, print-led swimwear thesis.
• Orlebar Brown: Premium tailored men's swim shorts brand that has expanded into family matching and resort wear. Comparable on premium men's swim shorts, tailored construction, and DTC-led brand building.
• Hatley: Canadian family apparel and beachwear brand known for playful prints and coordinated kids/adult collections. Comparable because of the family-matching swimwear and print-driven design DNA.
• Cabana Life: Australian-origin sun-protective swimwear and apparel brand for women, men and kids, sold primarily DTC. Comparable on UPF-first swimwear and the Australia-rooted brand identity.
• Boden: British family apparel brand with coordinated adult/kids matching across beachwear, polos and linen. Comparable because of the matching-family, premium-DTC, multi-region positioning.

Emerging players

• Joah Love: DTC family-matching apparel brand offering coordinated adult and kids styles. Comparable on the family-matching positioning, though broader than pure beachwear.
• Florence Marine X: Premium DTC men's swim shorts and resort wear brand out of Australia. Comparable on the Australian premium men's swimwear, DTC-led, print-collaboration brand playbook.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/tomandteddy
• Xx.com/Tom_and_Teddy
• Facebookfacebook.com/TomandTeddy

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 Tom & Teddy