Snidel USA

What Snidel USA does

Snidel USA is the US operating entity of SNIDEL, a Japanese-origin women's fashion brand established in 2005. The US business is operated by MASH USA d.b.a. SNIDEL and runs an exclusively direct-to-consumer model anchored by a Shopify-powered e-commerce site (snidel.us) and a single flagship retail store at 144 Orchard St in New York City's Lower East Side, opened in late 2018 as the brand's first non-Asian location. The company carries 337+ active SKUs spanning dresses, tops, knits, skirts and skorts, pants, outerwear, swimwear, accessories, bags, shoes, and the SNIDEL HOME lifestyle line, all positioned around a 'street meets formal' aesthetic with pricing ranging from approximately $49 for accessories to $421 for premium items.

The business generates revenue through unit-priced retail sales, supplemented by seasonal promotional events that can reach up to 60% off plus additional discount codes. Afterpay is offered as an installment payment option. The go-to-market relies on content marketing via a fashion blog, an email newsletter with a 10% first-order incentive, organic social sharing on Facebook, Twitter, and Pinterest, SEO on category and collection pages, and a steady cadence of brand collaborations — including third-iteration work with Japanese ballet brand Chacott, plus partnerships with LACOSTE, NYBG, Hello Kitty, My Melody, Tweety, GREMLiNS, KEEN, Clarks, New Era, and Bearpaw. The technology stack is standard e-commerce: Shopify for storefront and checkout, Google Analytics for traffic and campaign measurement, and Afterpay for BNPL. No proprietary platform, no AI/ML capabilities, no patents, and no funding rounds are disclosed.

The customer base is split into two named personas — fashion-conscious women drawn to Japanese fashion aesthetics and young professional women seeking versatile day-to-evening wear — with no enterprise or B2B customers. The US entity operates with approximately 10 employees, making it a small subsidiary rather than a scaled revenue center, and the parent MASH USA structure (with broader Asian presence across Japan, China, Hong Kong, Taiwan, Singapore, and Thailand) suggests the US operation functions as an international market-entry beachhead. Revenue is not publicly disclosed.

Name

Snidel USA

Legal name

MASH USA d.b.a. SNIDEL

Website

https://snidel.us

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Snidel USA (operated by MASH USA d.b.a. SNIDEL) is a direct-to-consumer US subsidiary of a Japanese women's fashion brand, selling 337+ apparel, accessory, and home SKUs via a Shopify e-commerce site and a single Lower East Side flagship store.

Ownership category

akta.pro rank

Product category

Women's Fashion Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industries

Luxury Streetwear & Contemporary Designer (CRAAAFAH), Streetwear & Contemporary Apparel Retail (CRAAABAM)

Keywords

• Women's apparel
• Fashion clothing
• Knitwear collections
• Fashion accessories
• Designer collaborations

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Snidel generates revenue through direct sales of women's apparel, accessories, shoes, and bags via their e-commerce website and physical retail location. Products are sold at full retail price with seasonal promotional sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Snidel USA sells women's fashion clothing, footwear, bags, accessories, swimwear, and a lifestyle home line under the SNIDEL brand, marketed around a "street meets formal" aesthetic. Operated by MASH USA d.b.a. SNIDEL, the brand was founded in 2005 in Asia and opened its first non-Asian store in New York City's Lower East Side in late 2018. The line is offered direct-to-consumers through a Shopify-powered online storefront and the New York flagship, with frequent seasonal collections and co-branded drops with partners such as Chacott, LACOSTE, KEEN, Clarks, New Era, Bearpaw, NYBG, Hello Kitty, My Melody, Tweety, and GREMLiNS.

Product overview

Snidel USA is a women's fashion brand offering a comprehensive clothing and accessories portfolio centered on its 'street meets formal' concept. The core offering includes women's clothing across categories: Tops (blouses, t-shirts, knit tops, camisoles), Dresses (mini, midi, maxi styles with lace, embroidery, chiffon details), Knits (cardigans, pullovers with lace and jacquard patterns), Skirts & Skorts (pleated, volume styles), Outerwear (blazers, jackets, coats), Accessories (bags, shoes, hats, scarves, jewelry), Swimwear, and SNIDEL HOME lifestyle products. The brand differentiates through frequent collaborations with other brands including Chacott (ballet-themed), LACOSTE (sporty chic), NYBG (botanical), Hello Kitty, My Melody, Tweety, GREMLiNS, KEEN, Clarks, New Era, and Bearpaw. The brand operates 337 total products and offers seasonal collections including their latest 2026 SS releases. Snidel USA provides its products through an e-commerce platform powered by Shopify with payment options including Afterpay.

Differentiator

Problem solved

Functional benefit

Brands

• SNIDEL HOME: A home goods collection under the SNIDEL brand featuring household items and accessories.

Products and services

• Women's Fashion Clothing
• Dresses
• Tops
• Knits
• Skirts and Skorts
• Outerwear
• Accessories
• Bags
• Shoes
• Swimwear
• SNIDEL HOME

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• ChacottcoreStrategic or Co-development PartnerThird collaboration with Chacott, a leading Japanese ballet industry brand. The collaboration includes knit cardigans, lace-trim t-shirts, knit balloon dresses, flower lace dresses, nylon lace pants, volume skirts, nylon lace blousons, lace scrunchies, ribbon caps, gathered bags, and collaboration sneakers. The collection features ballet-themed designs with feminine lace details.
• LACOSTEcoreStrategic or Co-development PartnerCollaboration featuring LACOSTE-branded knit cardigans and skirts with cable-knit sheer feel, sporty trim, and chest logo details. The collection includes coordinated sets with matching knit pieces.
• NYBG (New York Botanical Garden)minorStrategic or Co-development PartnerCollaboration collection with the New York Botanical Garden featuring botanical-themed designs.
• Hello KittyminorStrategic or Co-development PartnerLicensed collaboration featuring Hello Kitty character designs in apparel and accessories.
• KEENminorStrategic or Co-development PartnerFootwear collaboration featuring KEEN sandals.
• ClarksminorStrategic or Co-development PartnerFootwear collaboration featuring Clarks Torhill Bee shoes.
• My MelodyminorStrategic or Co-development PartnerLicensed collaboration featuring My Melody character designs in SNIDEL HOME collection.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the snidel.us online store. Provides the online e-commerce platform enabling product sales, payment processing, and order management.
• MASH USAcoreOthersParent company operating as MASH USA d.b.a. SNIDEL, responsible for US operations, product safety compliance including California Proposition 65 compliance, and brand management.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Maje: French contemporary women's fashion brand sold DTC and through US specialty retail. Mirrors SNIDEL's positioning around feminine, design-led apparel for young professional women at similar price points.
• Aritzia: Canadian contemporary women's fashion retailer with US store expansion and a strong DTC e-commerce platform. Targets the same fashion-conscious young professional customer with feminine, on-trend apparel at comparable price points.
• Reformation: LA-based contemporary women's fashion brand sold primarily DTC. Competes for the same female customer seeking distinctive, design-forward apparel with a feminine point of view similar to SNIDEL's 'street meets formal' aesthetic.
• Sandro Paris: French contemporary designer label specializing in women's apparel with US DTC and select store presence. Closely comparable to SNIDEL on price positioning, feminine aesthetic, and target customer.
• LoveShackFancy: NYC-based contemporary women's fashion brand known for romantic, feminine apparel with strong DTC and store presence. Closely comparable aesthetic to SNIDEL's lace-and-chiffon-driven design language.
• Club Monaco: Contemporary apparel and lifestyle brand with US retail and DTC. Competes for the same young professional female customer seeking polished, versatile apparel at similar price points.
• Alice + Olivia: NYC-based contemporary designer brand founded by Stacey Bendet, with a flagship store and strong DTC business. Targets the same fashion-conscious female customer with feminine, occasion-driven apparel.

Broad incumbents

• MUJI USA: Japanese lifestyle and apparel retailer with US stores and e-commerce. Comparable on origin (Japan), brand aesthetic, and global retail expansion playbook, though broader in category scope than SNIDEL.
• Uniqlo: Japanese apparel giant with a substantial US retail and e-commerce footprint. Both brands originate from Japan and sell women's apparel with a design-led sensibility, but Uniqlo is a much broader fast-fashion/lifestyle incumbent rather than a specialty contemporary label.
• & Other Stories: H&M Group-owned contemporary fashion label with a strong DTC channel and selective US store presence. Competes directly with SNIDEL for the fashion-conscious female customer seeking feminine, design-forward apparel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

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• LinkedInlinkedin.com/company/snidel-usa

Compliance1 record

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 Snidel USA