BetterTrends LLC

What BetterTrends LLC does

BetterTrends LLC is a privately held direct-to-consumer e-commerce retailer specializing in home textile products. Founded in 2019 and headquartered in Somerset, New Jersey, the company operates from a single warehouse and distribution facility at 23 Roosevelt Ave and employs approximately 10 people. The business sells bath rugs, towels, bedspreads, comforters, blankets, and area rugs through its Shopify-powered online storefront, targeting individual consumers seeking quality home decor at accessible price points ranging from approximately $16.77 to $243.99. Product attributes include OEKO-TEX certification, thermoplastic rubber (TPR) non-slip backing, GSM ratings up to 2200 for absorbency, and machine-washable construction.

The product portfolio is organized into multiple branded collections spanning bath and bedding categories. Bath rug lines include the OEKO-TEX certified Haven and Griffie collections; premium cotton rug lines include Lux, Edge, Hotel, Granada, Medallion, and Marilyn; bath towels include the Splash zero-twist 550 GSM line; and chenille bedspread lines include Ashton, Charleston, Heirloom, Jullian, Rio, and Trevor. The underlying technology stack is the Shopify e-commerce platform with integrated shopping cart, wishlist functionality, and order tracking, supporting free shipping on all products. Marketing channels are limited to email newsletters, a downloadable 2025 Bedding & Bath Catalog, and social login integration (Facebook, Google).

The business model relies on one-time direct product sales via the e-commerce storefront, with promotional discounts ranging from 9% to 52% off list prices. The company has no disclosed external investors, no parent company, no leadership team publicly identified, no named wholesale or B2B customers, and operates with no documented partnerships, awards, or patents. Geographic scope is limited to the United States. The operational footprint is constrained to a single warehouse and a small headcount, suggesting a small-scale, self-funded DTC operation.

Name

BetterTrends LLC

Legal name

BetterTrends LLC

Website

https://bettertrends.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

BetterTrends LLC is a privately held DTC e-commerce retailer based in Somerset, New Jersey, selling bath rugs, towels, bedspreads, comforters, blankets, and area rugs via a Shopify storefront to US consumers at price points from roughly $17 to $244.

Ownership category

akta.pro rank

Headquarters

HQ city

Somerset

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: One-time retail sales of home decor products including bath rugs, towels, bedding, and floor rugs through their e-commerce storefront. Products are sold at various price points with promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

BetterTrends LLC sells home decor textiles direct to consumers through its Shopify-powered online store, offering bath rugs, towels, bedspreads and shams, comforters, blankets, and area rugs organized into curated collections. Products are made from cotton, chenille, polyester, and wool, and include features such as OEKO-TEX certification, TPR non-slip backing, machine washability, and reversible construction, sold at price points from approximately $16.77 to $243.99 with free shipping.

Product overview

BetterTrends LLC is an e-commerce home decor retailer operating on the Shopify platform, offering a curated portfolio of bedding and bath products organized into multiple collections. The product portfolio is organized into core categories: bath products (bath rugs and towels), bedding (bedspreads, shams, comforters, and blankets), and area rugs. Key product lines include the Lux, Edge, Granada, Hotel, and Haven Collections of bath rugs made from cotton or polyester with features such as non-slip TPR backing, OEKO-TEX certification, and machine washability; the Splash Collection of premium cotton towels with 550 GSM zero-twist construction; and chenille bedspreads including Ashton, Charleston, Heirloom, Jullian, Rio, and Trevor Collections. The company offers free shipping on all products and positions itself around current home decor trends, targeting consumers seeking quality home textiles at accessible price points.

Differentiator

Problem solved

Functional benefit

Products and services

• Bath Rugs Cotton and polyester bath rugs offered in multiple collections, sizes, and colors, with features including ultra-soft absorbency, non-slip TPR backing, machine washability, and tufted, reversible, and shaggy designs for US consumers decorating bathrooms.
• Towels Bath towels sold in coordinated sets (bath, hand, washcloth) featuring zero-twist ring-spun cotton construction at 550 GSM with reversible, breathable, and absorbent properties, targeting US consumers outfitting their bathrooms.
• Bedspreads & Shams 100% cotton chenille bedspreads and sham sets in medallion, diamond, floral, and bold stripe patterns, marketed as lightweight all-season, machine washable bedding for US consumers.
• Comforters Poly-cotton comforters with two-toned striped and damask patterns and machine washable construction, sold under the Janson and Vincent Collections for US consumers seeking affordable all-season bedding.
• Blankets 100% cotton waffle weave blankets marketed as lightweight and breathable for summer and spring, sold under the Janiya Waffle Collection to US consumers seeking seasonal bedding layers.
• Area Rugs Cotton chenille and 100% wool reversible area rugs for entryway, living room, and kitchen use, sold under the Ombre Chenille and Woodbridge Oval Collections to US consumers seeking decorative floor coverings.
• Haven Collection Bath Rugs OEKO-TEX certified tufted bath rugs made from 100% polyester with non-slip TPR backing and machine washable design, offered in multiple colors and sizes for eco-conscious US consumers.
• Griffie Collection Bath Rugs Durable polyester tufted stripe bath rugs with non-slip TPR backing and OEKO-TEX certification, at 1830 GSM and 22mm thickness, sold in five colors and five size options for US consumers.
• Splash Collection Towel Sets Premium zero-twist ring-spun cotton towel sets with reversible 550 GSM construction, breathable and highly absorbent, sold in coordinated bath, hand, and washcloth sizes for US consumers.
• Marilyn Collection Bath Rug Seashell-shaped 100% cotton bath rug at ultra plush 2200 GSM, machine washable and reversible in 25x28 inches, sold as a distinctive shaped bathroom decor option for US consumers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators1 record

Recent moves6 records

Expansion highlights2 records

Direct peers

• Brooklinen: Brooklinen is a DTC home textiles brand selling bedding, bath towels, and loungewear directly to consumers online. Highly comparable to BetterTrends in product categories (sheets, comforters, towels) and DTC-first go-to-market, though positioned at a higher price point.
• Garnet Hill: Garnet Hill is a long-running catalog and online retailer of bedding, bath, and home textiles with a focus on natural fibers and design-driven collections. Comparable to BetterTrends in assortment breadth across bedding, bath, and rugs, and in serving style-conscious consumers.
• Boll & Branch: Boll & Branch is a DTC premium home textiles brand focused on bedding, sheets, towels, and comforters with Fair Trade and organic cotton certifications. Comparable to BetterTrends in core product categories and direct-to-consumer distribution model.
• Parachute Home: Parachute Home is a DTC home brand selling bedding, bath towels, robes, and home essentials with an emphasis on premium cotton and OEKO-TEX-style certification. Directly comparable to BetterTrends in bath and bedding focus, eco-credentials, and DTC e-commerce model.

Broad incumbents

• West Elm: West Elm is a Williams-Sonoma-owned home furnishings retailer selling bedding, rugs, and bath textiles with a modern design aesthetic. Comparable to BetterTrends in design-led collections of bedding and rugs, though at premium price points and omnichannel scale.
• Amazon (home textiles marketplace): Amazon's home textiles category includes bath rugs, towels, bedding, and rugs from thousands of third-party sellers and private labels. Broad incumbent comparable to BetterTrends in product mix, pricing pressure, and DTC alternative distribution channel.
• Wayfair: Wayfair is the dominant online home furnishings and home textiles retailer in the US, selling rugs, bedding, bath, and decor across thousands of SKUs. Broad incumbent comparable to BetterTrends in home textiles assortment, though operating at massive scale and marketplace breadth.
• Target (home textiles): Target sells a broad assortment of bath rugs, towels, bedding, and area rugs across owned brands and third-party labels, often at competitive price points. Comparable to BetterTrends in product categories and value-pricing approach, though at vastly larger scale.
• Lands' End Home: Lands' End sells bedding, towels, and home textiles as part of a broader apparel and home assortment, with a focus on cotton-rich products. Comparable to BetterTrends in home textile categories and value-to-mid-tier pricing.
• Overstock: Overstock is an online home furnishings retailer with a strong off-price assortment of rugs, bedding, and bath textiles. Comparable to BetterTrends in discounted home textiles positioning and DTC e-commerce focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bettertrends
• LinkedInlinkedin.com/company/bettertrendsllc

Revenue estimate

Valuation estimate

Number of profiles

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 BetterTrends LLC