Thomas Rhett
The Thomas Rhett Official Store is the direct-to-consumer e-commerce merchandise platform for country music artist Thomas Rhett, selling tour apparel, music, vinyl, fragrance, and charitable co-branded products globally via Shopify, operated by N.B. Goods.
- Company typePrivate
- Founded-
- HeadquartersNashville, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Thomas Rhett does
The Thomas Rhett Official Store is the direct-to-consumer e-commerce merchandise platform for country music artist Thomas Rhett, operating under the legal entity "Shop Thomas Rhett" with the DBA "Thomas Rhett Official Store." The platform is operated by N.B. Goods on Shopify infrastructure, with reported headquarters in Nashville, TN, and a registered address in Crozet, VA. It serves Thomas Rhett's country music fan base and concert attendees globally, shipping to 28+ countries.
The catalog spans apparel, accessories, music and vinyl, fragrance, home goods, and tour-specific merchandise priced between $4 and $175. Notable offerings include merchandise tied to the Soundtrack To Life Tour 2026 and Better In Boots 2025 Tour, music and vinyl releases, the TR x Love One charitable product collaboration, the Old Tricks collaboration with Niall Horan, and a fragrance and lifestyle line developed with Lauren Akins. The artist-related trademarks are owned by Live Nation Entertainment, and the operating team is reported at 8 employees, indicating substantial operational outsourcing to N.B. Goods for storefront operations, payment processing, fulfillment, and tour-merch logistics rather than internal product development or engineering.
Revenue is generated through unit-priced merchandise sales on Shopify's commerce stack with global shipping, plus ancillary revenue from charitable co-branded SKUs (TR x Love One International) and fragrance/lifestyle SKUs (Lauren Akins line). Demand spikes are event-driven, anchored to tour dates and album/music releases, and the lean team structure suggests a low fixed-cost base relative to gross merchandise volume. The business is a single-artist DTC operation rather than a multi-artist merchandise platform, which defines its scalability ceiling and concentration profile.
Thomas Rhett firmographics
Firmographics- Name
- Thomas Rhett
- Legal name
- Shop Thomas Rhett
- Website
- https://thomasrhettshop.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Thomas Rhett Official Store is the direct-to-consumer e-commerce merchandise platform for country music artist Thomas Rhett, selling tour apparel, music, vinyl, fragrance, and charitable co-branded products globally via Shopify, operated by N.B. Goods.
- Ownership category
- akta.pro rank
Thomas Rhett industry classification
Industry- Product category
- Artist Merchandise
- NAICS
- Gift, Novelty, and Souvenir Retailers (45942), All Other Miscellaneous Retailers (459999)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Sports, Concert & Venue Gift Shops (CRALAJAH)
- akta.pro secondary industries
- Pop Culture, Licensed & Fandom Gifts Retail (CRALAJAK), Entertainment Memorabilia Retail (Film/TV/Music) (CRALAGAJ), Autographed Memorabilia Retail (CRAMAOAB)
Keywords
Where Thomas Rhett is headquartered
LocationHeadquarters
- HQ city
- Nashville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Thomas Rhett business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Tour Merchandise Sales: One-time merchandise sales including apparel (t-shirts, hoodies, crewnecks), accessories (hats, koozies, bags), and tour-specific items. Revenue generated through direct consumer purchases at point of sale.
- Music & Vinyl Sales: Sale of music albums in various formats including digital downloads, CDs, and limited edition vinyl records. Includes signed lithographs and collector editions.
- Collaborative Product Sales: Sales of collaborative products including TR x Love One merchandise, with 50% of proceeds benefiting Love One International charity for children in Uganda.
- Fragrance & Lifestyle Products: Sale of branded fragrances (Daisy perfume by Lauren Akins) and candles, often tied to charitable causes with portions of proceeds donated.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Apparel (T-shirts, Hoodies, Crewnecks) |
| Unit Pricing | Pay-as-you-go | Accessories (Hats, Koozies, Bags) |
| Unit Pricing | Pay-as-you-go | Music & Vinyl Records |
| Unit Pricing | Pay-as-you-go | Fragrance & Lifestyle |
| Unit Pricing | Pay-as-you-go | Bundle Packages |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Thomas Rhett product offering
Product offeringCore offering
Thomas Rhett Official Store (operating as "Shop Thomas Rhett") is a direct-to-consumer e-commerce business that sells official branded merchandise for country music artist Thomas Rhett. The catalog spans tour-specific apparel (t-shirts, hoodies, crewnecks, hats), accessories (koozies, blankets, tote bags, ornaments), music formats (digital downloads, CDs, vinyl records, picture discs), and lifestyle products (Daisy perfume, The Love One Candle), including charitable collaborative items under the TR x Love One sub-brand. Fulfillment is operated by N.B. Goods on Shopify, with global shipping to 28+ countries and live-event merchandise sales at concerts.
Product overview
Thomas Rhett Official Store is an e-commerce merchandise platform for country music artist Thomas Rhett, powered by Shopify. The store operates as a single unified e-commerce site offering a portfolio of branded merchandise across multiple categories: (1) Apparel including t-shirts, hoodies, crewnecks, sweatpants, and long-sleeve tees; (2) Accessories including trucker hats, koozies, photo blankets, ornaments, and signed posters; (3) Music including digital albums, vinyl records (various colored editions), CDs, and limited picture disc releases; (4) The TR x Love One sub-brand featuring collaborative charity merchandise with Love One International; (5) The Home Team sub-brand featuring outdoor-inspired lifestyle apparel; and (6) Tour-specific merchandise for the Soundtrack To Life Tour 2026 and Better In Boots 2025 Tour. The store also offers fragrance products (Daisy perfume by Lauren Akins) and home goods (The Love One Candle) with charitable proceeds benefiting Love One International.
Differentiator
Problem solved
Functional benefit
Products and services
- Apparel General apparel category including t-shirts, hoodies, sweatpants, crewnecks, photo tees, pocket tees, and other clothing items featuring Thomas Rhett branding and tour artwork, sold to country music fans.
- Accessories Accessories including trucker caps/hats, can coolers (koozies, seltzer coolers), tote bags, photo blankets, enamel ornaments, and limited edition signed posters, sold to country music fans and collectors.
- Music Music formats including digital album downloads, CDs, and vinyl records (various color editions and limited picture disc vinyl), with select editions bundled with signed lithographs, sold to fans and collectors.
- The Soundtrack To Life Tour 2026 Merchandise Official tour merchandise for The Soundtrack To Life Tour 2026 including photo tees, hoodies, pocket tees, hats, can coolers, seltzer coolers, and tote bags, sold to tour attendees and fans.
- Better In Boots 2025 Tour Merchandise Official tour merchandise for the Better In Boots 2025 Tour including tees, hoodies, crewnecks, trucker hats, koozies, and Las Vegas-themed apparel, sold to tour attendees and fans.
- TR x Love One Collection A collaborative merchandise collection with Love One International including the Look What God Gave Her Crewneck, Conversation Patch Pack, Daisy perfume, and The Love One Candle, with 50% of proceeds supporting Love One International.
- Home Team Lifestyle Apparel A lifestyle merchandise sub-brand featuring outdoor-inspired apparel with camo patterns, duck imagery, and mountain designs, including items such as the Life Changes Sleeper, sold to country music fans interested in outdoor lifestyle branding.
- Daisy | A Perfume By Lauren Akins A fragrance created by Lauren Akins, designed to be worn alone or combined with Cowboy perfume, sold to fans with 50% of proceeds benefiting Love One International.
- The Love One Candle A collaborative candle developed with Love One International and Lauren Akins, combining Leather + Pine and Daisy & Cowboy fragrances, sold to fans with 50% of proceeds benefiting Love One International.
- Old Tricks (with Niall Horan) Limited Edition 7" Vinyl Limited edition 7-inch vinyl featuring a collaboration with Niall Horan, sold to music collectors and fans of both artists.
- TR x Love One Collection Bundle Complete bundle including the TR x Love One Crewneck, Conversation Patch Pack, Daisy Perfume, and The Love One Candle, priced at $175 and available to U.S. customers only.
Companies that use Thomas Rhett
Customer profileSegments4 records
Ideal customer profiles3 records
Thomas Rhett technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Thomas Rhett partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Love One InternationalcoreCollaborative charity partnership where 50% of proceeds from TR x Love One products (candles, perfume, crewnecks, patch packs) benefit Love One International's work providing life-saving medical care to critically ill babies and malnourished children in Uganda.
- N.B. GoodscoreOperational partner powering the Thomas Rhett Official Store. The store footer credits Powered by N.B. Goods (shopnbgoods.com) for e-commerce operations and customer support.
- ShopifycoreE-commerce platform provider powering the online store. Processes payments, manages customer accounts, and provides analytics infrastructure for the Thomas Rhett store.
- Niall HoranminorCollaborative artist partnership for the song Old Tricks and joint Nashville SC Home Team merchandise for Geodis Park show on July 9, 2026.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Thomas Rhett competitors and assessment
Company assessmentDirect peers
- ShopLukeBryan.com (Luke Bryan): Official merchandise store for country artist Luke Bryan, operating as a tour-driven DTC e-commerce site selling apparel, accessories, and music. Highly comparable as a peer country artist with active touring and Shopify-powered merchandise storefront.
- Taylor Swift Official Store: Official merchandise store for Taylor Swift, the largest-scale example of an artist-tied DTC merchandise operation. While at much greater scale, the operating model (tour drops, exclusive SKUs, vinyl, global shipping) is structurally identical to the Thomas Rhett store.
- Carrie Underwood Store: Official merchandise store for Carrie Underwood, a peer country artist with active touring and a comparable assortment of apparel, accessories, music, and fragrance/lifestyle extensions. Direct peer in scale, audience, and product strategy.
- Beyoncé Shop: Official merchandise storefront for Beyoncé, operating a comparable tour-and-album-driven apparel, vinyl, and lifestyle DTC business. Similar mechanics in scarcity drops, charity tie-ins, and global shipping infrastructure.
- Morgan Wallen Shop: Official merchandise store for Morgan Wallen, one of the highest-grossing touring country artists. Operates with a near-identical tour-merchandise-led, Shopify-powered DTC model selling apparel, vinyl, and tour-specific drops.
- Jason Aldean Shop: Official merchandise store for Jason Aldean, a touring country artist running a parallel DTC apparel and music catalog. Comparable in target customer (country music fans), product mix (tees, hoodies, hats, vinyl), and tour-driven merchandising cadence.
- ShopKennyChesney.com (Kenny Chesney): Official merchandise store for Kenny Chesney, a peer country music superstar with stadium-level touring and a parallel apparel/accessory/music DTC model. Directly comparable in business model, customer base, and product mix.
Broad incumbents
- Live Nation Merchandise: Live Nation operates merchandise operations across the artists it represents (and owns the Thomas Rhett trademarks). Acts as an incumbent aggregator of artist merchandise, providing scale, fulfillment, and IP-licensing infrastructure comparable to but broader than the Thomas Rhett storefront.
- EMP Mail Order (EMP Merchandise): Large music and pop-culture merchandise retailer carrying licensed band, film, and TV apparel across a broad catalog. Comparable in core product (band/artist apparel, accessories) but operates as a multi-artist marketplace rather than a single-artist official store.
Others
- N.B. Goods (Shop N.B. Goods): The e-commerce platform operator powering the Thomas Rhett Official Store. Functions as a backend technology and operations partner for multiple artist merchandise storefronts, making it adjacent infrastructure rather than a direct competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Thomas Rhett social profiles
Digital presenceThomas Rhett financial estimates
Financial estimateRevenue estimate
Valuation estimate
Thomas Rhett leadership team
Management profileNumber of profiles
Thomas Rhett funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Thomas Rhett 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 Thomas Rhett
What does Thomas Rhett do?
Thomas Rhett Official Store (operating as "Shop Thomas Rhett") is a direct-to-consumer e-commerce business that sells official branded merchandise for country music artist Thomas Rhett. The catalog spans tour-specific apparel (t-shirts, hoodies, crewnecks, hats), accessories (koozies, blankets, tote bags, ornaments), music formats (digital downloads, CDs, vinyl records, picture discs), and lifestyle products (Daisy perfume, The Love One Candle), including charitable collaborative items under the TR x Love One sub-brand. Fulfillment is operated by N.B. Goods on Shopify, with global shipping to 28+ countries and live-event merchandise sales at concerts.
Is Thomas Rhett a public or private company?
Thomas Rhett is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Thomas Rhett founded?
Thomas Rhett was founded in -1. It employs 1 to 10 people.
Where is Thomas Rhett based?
Thomas Rhett is headquartered in Nashville, United States, in the North America region.
How does Thomas Rhett make money?
Four revenue lines are on record. Tour Merchandise Sales are the primary driver. The others are music & Vinyl Sales, collaborative Product Sales and fragrance & Lifestyle Products.
Who are Thomas Rhett's main competitors?
Direct peers on record are ShopLukeBryan.com (Luke Bryan), Taylor Swift Official Store, Carrie Underwood Store, Beyoncé Shop, Morgan Wallen Shop, Jason Aldean Shop and ShopKennyChesney.com (Kenny Chesney). Broad incumbents are Live Nation Merchandise and EMP Mail Order (EMP Merchandise). N.B. Goods (Shop N.B. Goods) is listed as an others.
Does Thomas Rhett have an API?
No public API is recorded for Thomas Rhett.
What industry is Thomas Rhett in?
Thomas Rhett's product category is Artist Merchandise. Its primary akta.pro industry code is CRALAJAH, Sports, Concert & Venue Gift Shops, with a secondary code of CRALAJAK, Pop Culture, Licensed & Fandom Gifts Retail. Its NAICS code is 45942 and its SIC code is 5940.