Midnight Lunch

What Midnight Lunch does

Midnight Lunch is a privately held, direct-to-consumer fashion brand founded in Jackson Hole, Wyoming, operating under the legal entity MIDNIGHT LUNCH STUDIO. The company designs and sells small-batch apparel and accessories featuring a signature red gingham pattern and trout appliqué logo, positioned as a blend of western charm and feminine style aimed at style-conscious consumers and destination tourists. The product portfolio spans fleecewear (vests, pullovers, jackets), sweat sets, cotton twill pants, dresses, skirts, and signature accessories, organized into recurring themed collections such as Signature Red, Navy Dot, Summer Nostalgia, and Down The Cape.

The business operates a hybrid retail model combining an owned Shopify e-commerce storefront (shopmidnightlunch.com) with two physical locations: a year-round flagship at 36 East Broadway Ave on Jackson Hole's Town Square and a seasonal May–August pop-up at 100 Seaport Blvd in Boston Seaport. Both locations host the Design Your Own (DYO) Bar, an in-store customization service for personalized trucker hats, totes, and apparel that is also offered for private events such as bachelorette parties and corporate gatherings. Products are priced individually, ranging from approximately $38 for tops to $189+ for outerwear, with periodic 20% promotional discounts and a dedicated sample-sale section.

The company generates revenue through one-time apparel and accessories sales across owned e-commerce and physical retail, supported by organic social media (Instagram), email newsletters, SMS marketing, and earned media coverage in outlets such as Elle, W Magazine, Scout Guide, and Dishing JH. The team is small, with orders hand-packed from the brick-and-mortar storefront, and there is no disclosed institutional funding, parent company, or acquisition history; the business is founder-led by Abby and operates as an independent DTC label.

Name

Midnight Lunch

Legal name

MIDNIGHT LUNCH STUDIO

Website

https://shopmidnightlunch.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Midnight Lunch is a privately held, founder-led DTC fashion brand founded in Jackson Hole, Wyoming, designing small-batch apparel and accessories with a signature red gingham aesthetic. It sells through its Shopify e-commerce site, a Jackson Hole flagship, and a seasonal Boston Seaport pop-up, serving style-conscious consumers and destination tourists.

Ownership category

akta.pro rank

Headquarters

HQ city

Jackson Hole

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Apparel and Accessories Sales: One-time product sales of clothing items including tops, bottoms, dresses, fleecewear, sweat sets, and accessories. Products are sold at set price points with periodic sales and markdowns.
2. E-commerce and Retail: Products sold through owned e-commerce website (shopmidnightlunch.com) and brick-and-mortar retail locations including flagship store and seasonal pop-ups.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Midnight Lunch designs and retails women's apparel and accessories — including fleecewear, sweat sets, bottoms, tops, dresses, and signature accessories — distinguished by a Signature Red gingham pattern and trout appliqué motif. The brand sells its products through a Shopify-powered e-commerce site and a flagship store in Jackson Hole, Wyoming, complemented by a seasonal Boston Seaport pop-up. Customers can personalize trucker hats, totes, and apparel at in-store Design Your Own (DYO) Bar stations.

Product overview

Midnight Lunch is a fashion and lifestyle brand offering apparel and accessories with a signature blend of western charm and feminine style. The product portfolio includes fleecewear collections (vests, jackets, pullovers), sweat sets, bottoms (pants, skirts), tops, dresses, and signature accessories. Core product lines feature distinctive patterns including Signature Red gingham, Navy Dot, and seasonal collections like Summer Nostalgia and Down The Cape. The brand operates a Design Your Own (DYO) Bar service for custom merchandise creation at their retail locations. Products are available through their e-commerce platform and two physical retail locations in Jackson Hole, Wyoming and Boston, Massachusetts.

Differentiator

Problem solved

Functional benefit

Products and services

• Fleecewear Collection Ultra-soft fleece apparel line including mock necks, pullovers, vests, and jackets, available at set unit prices (fleecewear tops from $96, bottoms $88–$91, outerwear $134–$189) through the brand's e-commerce store and physical retail.
• Sweat Sets Coordinated fleece sweat sets featuring matching mock necks and sweat pants designed for layering and mix-and-match wear, sold through the brand's e-commerce and retail channels.
• Signature Red Collection The brand's signature red gingham pattern collection featuring vests, jackets, pullovers, and accessories that establish the brand's visual identity.
• Navy Dot Collection A navy blue polkadot patterned sherpa fleece collection featuring vests, pullovers, and jackets.
• Summer Nostalgia Collection A warm-weather collection inspired by hot days at the town pool, 10 PM sunsets, and getting dressed up for ice cream, featuring six new styles including dresses, skirts, tops, and pants.
• Down The Cape Collection A navy sweatshirt and sweat pant collection inspired by summers on the East Coast, featuring signature trout appliqué in Signature Red gingham.
• Signature Accessories Accessories line including belt bags, sherpa pouches, and laptop cases featuring the brand's signature patterns, sold individually.
• Design Your Own (DYO) Bar A customization service available at retail locations where customers can create one-of-a-kind trucker hats, totes, and apparel items; also offered for private events including bachelorette parties, birthdays, and corporate gatherings.

Quantifiable outcome

• Positive press coverage in Elle, W Magazine, and Scout Guide positioning brand as Jackson Hole destination retailer

Named customers1 record

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

Partnerships

Two partnerships are on record, tiered notable and minor.

• The Outset by Scarlett JohanssonnotableStrategic or Co-development PartnerCollaboration creating an après-approved partnership. The Outset is Scarlett Johansson's skincare brand. The collaboration was featured in The Snow Magazine as an approved partnership, suggesting mutual brand endorsement.
• Various Curated Brands at Jackson Hole FlagshipminorOthersFlagship store in Jackson Hole features curated selection of brands that fit the brand's signature blend of western charm and girly style alongside Midnight Lunch collections.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tuckernuck: DTC women's apparel and lifestyle brand offering curated classic collections with premium pricing. Highly comparable in target customer, aesthetic-driven positioning, and DTC + physical retail omnichannel model.
• Hill House Home: DTC women's apparel and home brand built around a signature aesthetic (Nap Dress) and digital-first storytelling. Comparable in founder-led premium DTC positioning, collection drops, and aspirational press coverage.
• Frances Valentine: Founder-led DTC women's apparel and accessories brand with classic, colorful aesthetic and limited-edition drops. Comparable in founder-driven model, signature aesthetic, premium price points, and curated collections.
• Vineyard Vines: Resort- and lifestyle-focused apparel brand built around a destination aesthetic (Nantucket/Martha's Vineyard) with sheep logo identity. Comparable in resort-town brand association, signature pattern/logo play, and tourist-driven retail.
• Doen: DTC women's apparel brand focused on vintage-inspired, romantic women's wear at premium price points. Comparable in aesthetic-driven assortment, founder-led storytelling, and curated seasonal collections.
• Lilly Pulitzer: Resort women's apparel brand with iconic colorful patterns and Palm Beach heritage. Comparable in pattern-driven brand identity, premium pricing, and destination/tourist-retail positioning.

Broad incumbents

• J.Crew: Major American apparel brand with women's collections emphasizing classic, preppy, and resort-inspired styles. Comparable in women's apparel assortment and seasonal collections but at much larger scale and broader distribution.
• Anthropologie: Established multi-category women's apparel and lifestyle retailer with bohemian/feminine aesthetic. Comparable in target customer and product categories (dresses, tops, accessories) but operates at vastly broader scale across many brands.

Others

• The Outset: Scarlett Johansson's celebrity-founded skincare brand that has collaborated with Midnight Lunch on an 'AprèS-Approved' partnership. Comparable as a partner/ally rather than competitor, signaling aspirational cultural positioning.

Emerging players

• Clare V. DTC women's accessories and apparel brand with LA-based founder and signature tote/leather goods line. Comparable in founder-led DTC model, signature product identity, and physical + e-commerce omnichannel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/shop.midnightlunch
• LinkedInlinkedin.com/company/midnight-lunch

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 Midnight Lunch