Wild + Rae

What Wild + Rae does

Wild + Rae is a mama-founded direct-to-consumer children's fashion brand operating primarily through a Shopify-powered e-commerce storefront (wildandrae.com). Founded in 2017 by Vanessa Whitby and inspired by her daughter Harlow, the brand designs and sells cowgirl boots, dresses, pajamas, and accessories targeted at parents of young girls (sizes Toddler 6 through Youth 3+). Its flagship cowgirl boots use genuine leather construction with comfort-oriented features including memory foam insoles, arch support, and flexible rubber outsoles, positioned at $62-$118 per pair. Apparel and pajamas price between $22-$48, and accessories range from $4-$18. The brand organizes its assortment around seven seasonal lookbooks (Disco Cowgirl, Coastal Cowgirl, Mermaid Disco, Pastel Ranch, Secret Garden, Americana, Lover Girl) and a matching mom-and-me product line.

The business model is straightforward DTC: products are sold one-time at unit prices through the Shopify storefront, with payments processed via Shopify Payments, PayPal, and ShopPay, and marketing handled primarily through Instagram (@wildandrae), email (Klaviyo), and a brand blog. The company has expanded into a multi-brand marketplace model, carrying complementary third-party brands (Pip Pop jewelry, Three Wild Flowers denim, Sweet Wink western apparel) and launching an influencer collaboration with Lolo Webb. Distribution extends to seven countries (US, Canada, UK, Australia, New Zealand, Ireland, Mexico), with additional reach through independent boutique partners surfaced via a store finder. The company is privately held, bootstrapped, and operates with 1-10 employees out of California, with no disclosed funding, no parent company, and no acquisition activity.

Name

Wild + Rae

Legal name

Wild + Rae

Website

https://wildandrae.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Wild + Rae is a mama-founded DTC children's fashion brand selling cowgirl boots, dresses, pajamas, and accessories for girls via Shopify, with a multi-brand marketplace of carried labels and global shipping to seven countries.

Ownership category

akta.pro rank

Product category

Children's Apparel

NAICS

Shoe Retailers (45821)

SIC

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

akta.pro primary industry

Outerwear & Snowsuits (Children) (CRAAAHAF)

akta.pro secondary industry

Boot Manufacturing (Work/Fashion/Western/Combat) (IMAOAIAF)

Keywords

• Children's fashion
• Cowgirl boots
• Girls apparel
• Western wear
• Kids clothing

Headquarters

HQ city

South El Monte

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: Wild + Rae generates revenue through direct e-commerce sales of children's clothing and accessories. Products include cowgirl boots, dresses, pajamas, and accessories sold at varying price points directly to consumers through their Shopify-powered website.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Wild + Rae is a direct-to-consumer children's fashion brand selling cowgirl boots, dresses, pajamas, and accessories for girls via its Shopify e-commerce site. The brand designs genuine leather cowgirl boots with comfort features (memory foam insoles, arch support, flexible rubber outsoles) and offers coordinated apparel, matching mother-daughter pajamas, and a multi-brand marketplace of curated collaborations including Pip Pop, Three Wild Flowers, Sweet Wink, and an influencer collaboration with Lolo Webb.

Product overview

Wild + Rae is a mama-founded children's fashion brand offering a cohesive product portfolio centered on cowgirl boots, apparel, pajamas, and accessories for girls. The core offering consists of genuine leather cowgirl boots featuring comfort technology (memory foam insoles, arch support, flexible rubber outsoles) alongside coordinated clothing collections. The brand operates a multi-brand marketplace model featuring collaborations including Pip Pop (jewelry), Three Wild Flowers (embellished denim), and Sweet Wink (western clothing), plus a Lolo Webb boot collaboration. Seven seasonal lookbooks (Disco Cowgirl, Coastal Cowgirl, Mermaid Disco, Pastel Ranch, Secret Garden, Americana, Lover Girl) organize the portfolio thematically. The company also offers matching mother-daughter pajamas and boots, loyalty programs, and the Rae of Light charitable initiative.

Differentiator

Problem solved

Functional benefit

Brands

• Pip Pop Collection: A brand collaboration featured in the Brands We Love section, offering jewelry items including Horseshoe Charm, Gold Star Braided Hoops, Cowboy Charm, Cowboy Boot Earrings, Turquoise Hoops, Horseshoe Earrings, Horse Earrings, and Braided Hoops.
• Three Wild Flowers
• Sweet Wink

Products and services

• Cowgirl Boots Flagship product line featuring genuine leather and metallic cowgirl boots for children with memory foam insoles, arch support, flexible rubber outsoles, and full side zippers. Includes heart, star, and daisy-themed designs in various colors including glitter and iridescent finishes, with sizes ranging from Toddler 6 to Youth 3.
• Girls' Apparel Girls' clothing including tulle dresses, denim dresses, gingham shorts, fringe jackets, and t-shirts organized into thematic collections such as Coastal Cowgirl, Disco Cowgirl, and themed party dresses. Prices range from $22 to $48.
• Pajamas Matching mother-daughter and kids pajamas featuring western and whimsical themes including Pretty in Pink PJs, Mermaid Disco PJs, Rosie Rodeo Bell PJs, and Galentine's Day PJs, plus sleepwear and zip rompers. Prices range from $22 to $48.
• Accessories Accessories including Tiny Cowgirl Club keychains, hair clips (from $4), jewelry such as charm necklaces and boot necklaces (from $12), children's books including the Mermaid Disco Book ($18), tote bags, gratitude journals ($10.80), and gift cards starting at $50.
• Pip Pop Collection Jewelry collaboration featuring Pip Pop branded earrings (horseshoe, cowboy boot, turquoise hoop, horse), braided hoops, and charms that integrate with Wild + Rae boots and accessories. 18 products in the collection.
• Three Wild Flowers Collection Denim-focused collaboration with Three Wildflower Designs featuring embellished denim dresses, skirts, skorts, and gem-adorned jeans. 12 products available including Pink Fringe Denim Dress ($74) and Wide Leg Gem Embellished Jeans ($78).
• Sweet Wink Collection Western-themed clothing brand distributed through Wild + Rae featuring girls' and women's t-shirts, tutu dresses, denim jackets, sweatshirts, rompers, and hair accessories. 36 products from Sweet Wink available.
• Lolo Webb x Wild + Rae Collaboration First collaboration with influencer Lolo Webb featuring Summer Cowgirl Boots and Savy Cowgirl Boots in both children's and women's sizing, inspired by motherhood, matching moments, and soft western summer style.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Lolo WebbcoreStrategic or Co-development Partner · 1 January 2025Lolo Webb x Wild + Rae collaboration featuring cowgirl boots inspired by motherhood, matching moments, and soft western summer style. First-ever collaboration for Wild + Rae. Includes Summer Cowgirl Boots and Savy Cowgirl Boots in kids and women's sizes.
• Pip PopcoreStrategic or Co-development PartnerPip Pop Collection collaboration featuring jewelry and accessories including horseshoe charms, cowboy boot earrings, turquoise hoops, and braided hoops. 18 products in the collection.
• Three Wild FlowersminorStrategic or Co-development PartnerThree Wild Flowers brand collaboration featuring denim dresses, embellished skorts, and gem-adorned jeans. 12 products available including Pink Fringe Denim Dress ($74) and Wide Leg Gem Embellished Jeans ($78).
• Sweet WinkcoreChannel Partner/ Reseller/ DistributorSweet Wink is a brand carried under Wild + Rae's 'Brands We Love' section. Features western-themed clothing including Howdy Darling Western tees, tutu dresses, bandana cowgirl patches, and denim jackets. 36 products from Sweet Wink available.

Scale indicators1 record

Recent moves5 records

Expansion highlights8 records

Broad incumbents

• Boot Barn: Boot Barn is the largest U.S. specialty western and work retailer with national store footprint and robust kids' boot assortment. It represents both competitive pressure and a wholesale opportunity for Wild + Rae's boot line.
• Sheplers: Sheplers is a large multi-channel western apparel and footwear retailer carrying children's western boots and apparel from many brands. It serves as both a competitor and a potential wholesale distribution channel for Wild + Rae.
• Cavender's: Cavender's is a multi-state western wear retailer with strong kids' western apparel and boot offerings. Its scale and physical retail presence are a competitive threat to Wild + Rae's DTC model.
• Ariat: Ariat is the dominant performance western and English footwear brand with a substantial kids' boot collection. While broader in scope (work, riding, performance), its children's western boots directly overlap Wild + Rae's flagship category.
• Stetson: Stetson is an iconic western brand offering apparel, footwear (including kids'), and accessories. It competes with Wild + Rae on the western lifestyle aesthetic across multiple categories.
• Janie and Jack: Janie and Jack is an established children's specialty apparel retailer (owned by Gap Inc.) offering dresses, special-occasion wear, and accessories. It is a comparable premium-priced children's DTC brand targeting similar parents.

Direct peers

• Roper: Roper is a heritage Western apparel and footwear brand with a dedicated children's line of cowgirl boots and western clothing. It competes head-to-head with Wild + Rae on the kids' western boot shelf at lower price points.
• Matilda Jane Clothing: Matilda Jane is a girl's apparel brand selling dresses, tunics, and accessories through a trunk-show and DTC model. It is comparable in customer segment (parents of girls), price points, and DTC-driven growth.
• Pink Chicken: Pink Chicken is a children's boutique apparel brand known for feminine, whimsical dresses and matching family outfits. It overlaps directly with Wild + Rae's apparel, pajamas, and mom-and-me aesthetic.
• Old West Boot Company: Old West Boot Company specializes in western boots including children's sizes, sold through western retailers and online. Its kids' cowgirl boot line competes with Wild + Rae on style and price.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/wildandrae
• Facebookfacebook.com/wildandrae
• LinkedInlinkedin.com/company/wild-rae

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 Wild + Rae