Parts Unknown

What Parts Unknown does

Parts Unknown is a private US-based omnichannel specialty retailer operating in the upscale adventure and travel-themed apparel and accessories market. The company runs 9 owned retail storefronts in tourist-destination cities across California, Texas, New Mexico, Colorado, and Arkansas (Carmel, Santa Fe, Solvang, Fredericksburg, Durango, Eureka Springs, Cambria, Ruidoso, Fort Worth), and a BigCommerce-powered e-commerce site at partsunknown.com offering the same catalog online. Each store is staffed with a named manager, with varying hours (typically 10am-6pm or 10am-7pm). The assortment spans men's and women's apparel, footwear, leather apparel, handbags and wallets, and travel/business accessories, with extended sizing up to 5X. Featured brands include Pendleton, Brighton, Tommy Bahama, Scully Leatherwear, HOKA, Kuhl, Kendra Scott, M&F Western, XCVI, prAna, Birkenstock, Chaco, Olukai, and Reef.

The company operates a multi-brand reseller model with no proprietary label, generating revenue through one-time unit-priced sales both in physical stores and online, plus a transactional email-marketing channel offering 15% off first orders and free shipping on orders of $100 or more. Pricing spans from $30 entry-level men's shirts to $485-$599 leather jackets and accessories, indicating mid-market positioning. Go-to-market combines physical destination-store retail, owned e-commerce, email capture, and organic social (Facebook), with brand partnerships displayed through homepage carousel rotations. There is no app, no API, no disclosed AI/ML capabilities, and the technology stack is limited to BigCommerce standard e-commerce functionality.

Customer segments are horizontal: individuals and travelers seeking upscale adventure/lifestyle apparel, with no disclosed B2B or enterprise customers. The company is privately held, with no disclosed ownership, funding history, leadership team, M&A activity, or financial performance metrics in the public data. Marketing is constrained to email, Facebook, and in-store channels; there is no LinkedIn, Instagram, Twitter, or other social presence disclosed.

Name

Parts Unknown

Legal name

Parts Unknown

Website

https://partsunknown.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Parts Unknown is a US-based, privately held omnichannel specialty retailer of upscale adventure and travel-themed apparel and accessories, operating 9 tourist-destination storefronts across 5 states and a BigCommerce-powered e-commerce site under a multi-brand model featuring Pendleton, Brighton, Tommy Bahama, Scully Leatherwear, and HOKA.

Ownership category

akta.pro rank

Product category

Specialty Apparel and Accessories Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Backpacks & Travel Bags (CRAAAJAB)

akta.pro secondary industries

Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Retail apparel sales
• Outdoor lifestyle clothing
• Boutique accessories retail
• Travel themed apparel
• Multi-brand fashion store

Headquarters

HQ city

Cambria

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - Physical Stores: Revenue generated from sales at 9 physical retail locations across California, Texas, New Mexico, Colorado, and Arkansas. Stores operate with varying hours and are staffed with named managers.
2. E-commerce Sales: Revenue generated through the BigCommerce-powered online storefront at partsunknown.com, offering the same product catalog as physical stores with shipping fulfillment.
3. Email Marketing Lead Generation: Email list building through new account creation, offering 15% discount on first purchase as acquisition incentive.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Parts Unknown is a multi-brand upscale boutique retailer selling apparel, footwear, leather goods, handbags, and travel accessories through 9 physical stores in US tourist destinations and an e-commerce storefront. The assortment spans brands such as Brighton, Pendleton, Tommy Bahama, Scully Leatherwear, HOKA, Kuhl, and Kendra Scott, targeting men and women who shop for adventure-, travel-, and resort-inspired apparel.

Product overview

Parts Unknown is an upscale e-commerce retail destination offering a diverse portfolio of apparel and accessories for men and women. The core offering consists of multiple product categories including men's and women's clothing (shirts, coats, jackets, pants, shorts, dresses, skirts), footwear, leather apparel, handbags & wallets, and travel & business accessories. The company operates on a multi-brand model, distributing products from various lifestyle, outdoor, and fashion brands such as Brighton, Scully Leatherwear, Pendleton, Tommy Bahama, Hoka, and others. The online platform also includes account management features for checkout optimization, order tracking, and wish lists. The company maintains 9 physical store locations across California, Texas, New Mexico, Arkansas, Colorado, and offers free shipping on orders of $100 or more.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Apparel

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• BrightoncoreChannel Partner/ Reseller/ DistributorBrighton is a featured brand partner whose jewelry, accessories, and leather goods are sold through Parts Unknown's retail and e-commerce channels. Brighton products represent a significant portion of the product assortment, particularly in women's accessories and jewelry.
• Tommy BahamacoreChannel Partner/ Reseller/ DistributorTommy Bahama is featured as a brand partner in the homepage carousel, with resort-inspired apparel and accessories sold through Parts Unknown stores and online.
• PendletoncoreChannel Partner/ Reseller/ DistributorPendleton wool products including shirts, vests, jackets, and blankets are prominently featured across men's and women's categories. Products range from $49-$299.
• Scully LeatherwearcoreChannel Partner/ Reseller/ DistributorScully Leatherwear is a featured brand partner providing leather jackets, vests, and apparel for men and women. Products range from $85-$485 with significant presence in leather apparel categories.
• HOKAminorChannel Partner/ Reseller/ DistributorHOKA trail running and athletic footwear is featured in the brand carousel and sold through footwear categories for men and women.
• KuhlminorChannel Partner/ Reseller/ DistributorKuhl outdoor apparel and pants are sold through Parts Unknown, targeting adventure and outdoor enthusiasts.
• Kendra ScottminorChannel Partner/ Reseller/ DistributorKendra Scott jewelry and accessories are sold through Parts Unknown's women's accessories and handbags sections.
• M&F WesternminorChannel Partner/ Reseller/ DistributorM&F Western hats, belts, and accessories are sold through Parts Unknown, targeting western and outdoor lifestyle consumers.
• BigCommercecoreTechnology or IntegrationBigCommerce provides the e-commerce platform powering the partsunknown.com online storefront, enabling product catalog management, shopping cart, customer accounts, and order processing.

Scale indicators2 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Boot Barn: Multi-store western and outdoor apparel/footwear retailer selling brands like Pendleton and Tony Lama across both physical stores and e-commerce, directly comparable to Parts Unknown's western/outdoor mix.
• The Walking Company: Specialty footwear retailer with a curated brand mix (HOKA, Birkenstock, etc.) across mall and outlet stores plus e-commerce; comparable in footwear-led, brand-curated positioning.
• Orvis: Outdoor lifestyle brand and retailer selling apparel, leather goods, luggage, and travel gear through stores and e-commerce, overlapping with Parts Unknown's travel/business and leather categories.
• Cavender's: Specialty western apparel and footwear chain operating across the US Southwest with strong brand assortments (e.g., Stetson, Wrangler), closely aligned with Parts Unknown's southwest, multi-brand mix.
• Scheels: Large-format sporting goods and lifestyle retail chain carrying apparel, footwear (including HOKA), and outdoor brands in destination markets; comparable as a multi-brand retailer with strong store + e-commerce model.
• Duluth Trading Company: Outdoor and workwear apparel direct-to-consumer retailer with proprietary and branded assortments, omnichannel (stores + online); aligned with Parts Unknown's adventure/leisure apparel focus.

Broad incumbents

• Eddie Bauer: National outdoor apparel and gear retailer (stores plus e-commerce) competing in the same adventure/outdoor category as Parts Unknown, with much wider scale and own-brand assortment.
• Nordstrom Rack: Off-price multi-brand apparel and accessories retailer (stores + online) competing for the same mid-to-upper price-point shopper across many of the same brands (Tommy Bahama, Brighton, etc.).
• L.L.Bean: Iconic outdoor apparel and gear retailer with strong catalog/e-commerce and physical stores, addressing overlapping customer use cases (adventure travel, casual outdoor apparel).
• STP (Sportsman's Warehouse / Sierra): Outdoor and sporting-goods retail chains selling apparel, footwear, and accessories through stores and e-commerce, comparable in carrying HOKA, Kuhl, and similar outdoor brands carried by Parts Unknown.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PartsUnknownInc
• LinkedInlinkedin.com/company/parts-unknown

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 Parts Unknown