PURPOSED BY DESIGN
- Company typePrivate
- Founded2013
- HeadquartersOxon Hill, Maryland, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
PURPOSED BY DESIGN firmographics
Firmographics- Name
- PURPOSED BY DESIGN
- Legal name
- Felicity Enterprises, LLC
- Website
- https://purposedbydesign.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where PURPOSED BY DESIGN is headquartered
LocationHeadquarters
- HQ city
- Oxon Hill, Maryland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PURPOSED BY DESIGN business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Product Sales: One-time product sales of fashion items including shoes, bags, clothing, accessories, plus-size fashion, and swimwear. Customers purchase individual items at set prices displayed on the storefront.
- Book Sales: Sale of the memoir 'Two Halves Don't Make A Whole' by Felicia Dunston, priced at $11.99 USD. This is an additional product category separate from the fashion merchandise.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing - no tiered subscription model |
| Unit Pricing | Pay-as-you-go | Book product at fixed price |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
PURPOSED BY DESIGN product offering
Product offeringCore offering
Purposed By Design is a direct-to-consumer e-commerce women's fashion retailer operating through a Shopify-hosted online storefront. It sells women's clothing, shoes, bags, accessories, plus-size fashion, swimwear, beauty products, and a branded memoir book, serving US customers with USD pricing and shipping from Durham, North Carolina.
Product overview
Purposed By Design is a Shopify-hosted e-commerce women's fashion retailer offering a unified multi-category online store. The core portfolio comprises women's clothing (tops, dresses, pants, skirts, outerwear, lingerie), women's shoes (booties, flats, heels, sandals, sneakers, boots), women's accessories (bags, jewelry, hats, watches), plus-size fashion, swimwear, beauty products, and books. Add-on offerings include custom collection and custom designs for personalized items. The store features the 'Bamboo' branded footwear line, and the parent company (Felicity Enterprises, founded December 2013) operates from Durham, North Carolina.
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Clothing Core product category encompassing tops, dresses, pants & jeans, skirts & midi, leggings & tights, shorts & bermudas, rompers & jumpers, outerwear, and lingerie for women, sold directly to US consumers through the Purposed By Design Shopify storefront.
- Women's Shoes Footwear collection including booties, flats, pumps, sandals, sneakers, wedges, mid calf boots, knee high boots, thigh high boots, and open toe heels, featuring the Bamboo branded footwear line at individual fixed prices.
- Women's Accessories Accessory line including bags, belts, bracelets, earrings, hats, necklaces, rings, scarves, sunglasses, and watches, sold individually on the Purposed By Design storefront.
- Plus Size Collection Inclusive fashion collection providing stylish and comfortable plus-size options including bottoms, dresses, and tops for women of all body shapes, addressing the limited stylish options in plus sizes.
- Swimwear Swimwear collection including one-piece and two-piece swimsuits, sold as individual items to consumers seeking flattering and fashionable swimwear options.
- Memoir Book - Two Halves Don't Make A Whole Self-help memoir titled 'Purposed By Design - Two Halves Don't Make A Whole' by founder Felicia Dunston, priced at $11.99 USD, revealing cycles of broken relationships and inner struggles through surrendering to God's love.
- Beauty Products Beauty products and cosmetics collection sold individually to US consumers through the online storefront.
Companies that use PURPOSED BY DESIGN
Customer profileSegments3 records
Ideal customer profiles3 records
PURPOSED BY DESIGN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
PURPOSED BY DESIGN partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- ShopifycoreThe online store is hosted on Shopify Inc., which provides the e-commerce platform enabling product listings, shopping cart functionality, checkout processing, and order management. Shopify handles payment processing through PCI-DSS compliant systems.
- PayPalcorePayPal is offered as a payment option for customers to complete purchases on the website, providing secure transaction processing alongside Shopify's built-in payment solutions.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
PURPOSED BY DESIGN competitors and assessment
Company assessmentOthers
- Shopify: E-commerce platform provider powering Purposed By Design's storefront. Included as an ecosystem/technology peer given the business's full operational dependency on the Shopify infrastructure for catalog, checkout, and payments.
Broad incumbents
- SHEIN: Largest global fast-fashion DTC platform. Competes head-on in affordable women's apparel, shoes, and accessories via Shopify-style e-commerce and aggressive social marketing, though at vastly greater scale and geographic reach.
- Boohoo: UK-based fast-fashion DTC brand with broad women's apparel, plus-size (Boohoo Plus), and accessories assortment. Directly comparable on category coverage, price point, and inclusive sizing strategy.
- ASOS: Large UK-based DTC fashion retailer carrying women's clothing, shoes, accessories, and plus-size lines. Comparable multi-category women's assortment and inclusive sizing, but operates at significantly larger scale globally.
Direct peers
- Torrid: Leading DTC and retail plus-size women's apparel brand. Directly comparable as a plus-size-focused women's fashion retailer serving the same target demographic that Purposed By Design's Plus Sizes collection addresses.
- Lulus: DTC women's fashion brand focused on dresses, shoes, and accessories for special occasions. Similar mid-priced positioning, Shopify-style e-commerce, and trend-led women's assortment targeting the same 'everyday elegance' customer.
- PrettyLittleThing: DTC women's fast-fashion brand with dresses, shoes, accessories, and plus-size lines. Directly comparable on category breadth, trend-led women's positioning, and aggressive e-commerce-first go-to-market.
- Fashion Nova: Major DTC women's fast-fashion brand with social-media-driven marketing and a multi-category assortment (clothing, jeans, shoes, accessories). Comparable on DTC model, category breadth, and trend-led women's fashion focus.
- Lane Bryant: Established plus-size women's apparel retailer (now digital-first). Comparable target demographic and inclusive sizing focus, with longer operating history and stronger brand recognition in the plus-size segment.
Emerging players
- Cider: Fast-growing social-first DTC women's fashion brand targeting Gen Z with trend-led apparel at affordable prices. Comparable on DTC-first model, social media marketing emphasis, and Gen Z/millennial women's target.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks7 records
Key highlights7 records
Customer concentration
PURPOSED BY DESIGN social profiles
Digital presencePURPOSED BY DESIGN financial estimates
Financial estimateRevenue estimate
Valuation estimate
PURPOSED BY DESIGN leadership team
Management profileNumber of profiles
Profiles1 record
PURPOSED BY DESIGN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PURPOSED BY DESIGN M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PURPOSED BY DESIGN
What does PURPOSED BY DESIGN do?
Purposed By Design is a direct-to-consumer e-commerce women's fashion retailer operating through a Shopify-hosted online storefront. It sells women's clothing, shoes, bags, accessories, plus-size fashion, swimwear, beauty products, and a branded memoir book, serving US customers with USD pricing and shipping from Durham, North Carolina.
Is PURPOSED BY DESIGN a public or private company?
PURPOSED BY DESIGN is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PURPOSED BY DESIGN founded?
PURPOSED BY DESIGN was founded in 2013. It employs 11 to 50 people.
Where is PURPOSED BY DESIGN based?
PURPOSED BY DESIGN is headquartered in Oxon Hill, Maryland, United States, in the North America region.
How does PURPOSED BY DESIGN make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are book Sales.
Who are PURPOSED BY DESIGN's main competitors?
Shopify is listed as an others. Broad incumbents are SHEIN, Boohoo and ASOS. Direct peers are Torrid, Lulus, PrettyLittleThing, Fashion Nova and Lane Bryant. Cider is listed as an emerging player.
Does PURPOSED BY DESIGN have an API?
No public API is recorded for PURPOSED BY DESIGN.