Venustas
Venustas is a US-based direct-to-consumer e-commerce brand selling battery-powered heated apparel — vests, jackets, hoodies, gloves, socks, and accessories — to outdoor enthusiasts, outdoor workers, and families in the US and Canada via owned online storefronts and a dealer program.
- Company typePrivate
- Founded2018
- HeadquartersLos Angeles, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Venustas does
Venustas is a US-based direct-to-consumer e-commerce brand that designs, markets, and sells battery-powered heated apparel to consumers in the United States and Canada through owned online storefronts at venustas.com and venustas.ca. Its product portfolio spans heated vests, jackets, hoodies, gloves and mittens, socks, hand warmers, and accessories organized by gender (men's, women's, unisex) and age (adult, kids), with power systems including 7.4V standard, 9V USB-C, 12V SuperWarm, and extended-runtime Max (74Wh, up to 20 hours) and Pro (54Wh, up to 13 hours) variants. The platform is built around proprietary branded technologies: Heatwave™ carbon-fiber heating elements with smart chip control and NTC temperature protection, PowerCore™ rechargeable battery systems, GrapheneX™ graphene lining for warmth distribution, and SilverShield™ thermal-reflective lining, with the IcyLoop™ Dual Cooling Vest extending into hot-weather climate apparel.
The company generates revenue through one-time hardware purchases (pricing from $39.99 for accessories to $271.99 for premium Max vests), supported by seasonal promotions (Outdoor Season Sale up to 34% off), bundle deals (savings up to $108), and installment payment options (Klarna, Afterpay). Distribution is primarily DTC through owned e-commerce storefronts plus a dealer/reseller wholesale program for third-party reach. Marketing combines paid and organic social media (Instagram, Facebook, YouTube, TikTok, Pinterest, X), email, blog content, and community-driven channels including an ambassador program, affiliate program, and UGC creator program (#VenustasExplorer). Target customer segments are outdoor enthusiasts engaged in skiing, snowboarding, hiking, hunting, golf, and mountaineering; outdoor workers needing durable heated workwear; and families purchasing heated apparel for children. The company is privately held with no disclosed parent company, funding history, or executive team information in the available source material.
Venustas firmographics
Firmographics- Name
- Venustas
- Legal name
- Venustas
- Website
- https://venustas.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Short description
- Venustas is a US-based direct-to-consumer e-commerce brand selling battery-powered heated apparel — vests, jackets, hoodies, gloves, socks, and accessories — to outdoor enthusiasts, outdoor workers, and families in the US and Canada via owned online storefronts and a dealer program.
- Ownership category
- akta.pro rank
Venustas industry classification
Industry- Product category
- Heated Apparel
- SIC
- Women's, Misses', And Juniors Outerwear (2330)
- akta.pro primary industry
- Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers) (IMAOAFAJ)
Keywords
Where Venustas is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Venustas business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Heated Apparel Sales: Primary revenue stream from direct-to-consumer sales of heated apparel products including jackets, vests, hoodies, gloves, socks, and accessories. Products are sold at one-time purchase prices with optional extended batteries and accessories. Seasonal promotions and bundle deals drive additional revenue through increased average order value.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Heated Vests - from $149.99 to $271.99 |
| Unit Pricing | Pay-as-you-go | Heated Jackets - $199.99 |
| Unit Pricing | Pay-as-you-go | Heated Hoodies - from $189.99 |
| Unit Pricing | Pay-as-you-go | Heated Socks - from $69.99 |
| Unit Pricing | Pay-as-you-go | Kids Heated Apparel - from $119.99 |
| Unit Pricing | Pay-as-you-go | Accessories - from $39.99 |
| Unit Pricing | Pay-as-you-go | Bundle Deals - up to $108 off |
| Unit Pricing | Pay-as-you-go | Premium Collections - up to $229.99 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels11 records
Venustas product offering
Product offeringCore offering
Venustas designs, manufactures, and sells battery-powered heated apparel and accessories — including heated vests, jackets, hoodies, gloves, mittens, socks, and hand warmers — for men, women, and kids. Products integrate the company's proprietary Heatwave™/GrapheneX™ heating elements and PowerCore™ rechargeable battery packs, with select lines featuring SilverShield™ antibacterial fabric. The catalog is sold primarily direct-to-consumer online, with bundles and an IcyLoop™ cooling vest as additional offerings.
Product overview
Venustas is a heated apparel company offering a comprehensive portfolio of battery-powered heated clothing products. The core product line includes heated vests (classic, fleece, recycled fleece, down, softshell, and sweater styles), heated jackets, heated hoodies, heated gloves and mittens, heated socks, and heated hand warmers. Products are categorized by gender (men's, women's, boys', girls', and unisex) and power systems (7.4V standard, 9V USB-C, 12V high-power, and extended battery options providing up to 20 hours of heating). The ecosystem includes battery packs and chargers as accessories, plus bundle deals for purchasing multiple items. Venustas also offers the IcyLoop™ Dual Cooling Vest for hot weather conditions. Technologies include Heatwave™ carbon-fiber heating, PowerCore™ batteries, GrapheneX™ lining, and SilverShield™ thermal-reflective technology.
Differentiator
Problem solved
Functional benefit
Brands
- Venustas Heatwave™: Heating technology featuring carbon-fiber heating elements, smart chip control, NTC temperature protection, and 3X faster heat for all-day comfort.
- Venustas PowerCore™
- Venustas GrapheneX™
- Venustas SilverShield™
- Venustas IcyLoop™
Products and services
- Men's Heated Vests Battery-powered heated vests designed for men, integrating Heatwave™ heating elements and a PowerCore™ rechargeable battery pack for cold-weather outdoor recreation, workwear, and all-day use.
- Women's Heated Vests Battery-powered heated vests designed for women, integrating Heatwave™ heating elements and a PowerCore™ rechargeable battery pack for cold-weather outdoor recreation, workwear, and all-day use.
- Men's Heated Jackets Battery-powered heated jackets designed for men, integrating Heatwave™ heating elements and a PowerCore™ rechargeable battery pack for cold-weather outdoor recreation, workwear, and all-day use.
- Women's Heated Jackets Battery-powered heated jackets designed for women, integrating Heatwave™ heating elements and a PowerCore™ rechargeable battery pack for cold-weather outdoor recreation, workwear, and all-day use.
- Boys Heated Vests Battery-powered heated vests designed for boys, integrating Heatwave™ heating elements and a PowerCore™ rechargeable battery pack for school commutes and outdoor play in cold weather.
- Boys Heated Jackets Battery-powered heated jackets designed for boys, integrating Heatwave™ heating elements and a PowerCore™ rechargeable battery pack for school commutes and outdoor play in cold weather.
- Girls Heated Vests Battery-powered heated vests designed for girls, integrating Heatwave™ heating elements and a PowerCore™ rechargeable battery pack for school commutes and outdoor play in cold weather.
- Girls Heated Jackets Battery-powered heated jackets designed for girls, integrating Heatwave™ heating elements and a PowerCore™ rechargeable battery pack for school commutes and outdoor play in cold weather.
- Unisex Heated Hoodie Unisex battery-powered heated hoodie integrating Heatwave™ heating elements and a PowerCore™ rechargeable battery pack for casual cold-weather wear.
- Heated Gloves and Mittens Battery-powered heated gloves and mittens using Heatwave™ heating elements and a PowerCore™ rechargeable battery pack, designed to keep hands warm during outdoor activities and cold-weather work.
- Heated Socks Battery-powered heated socks integrating Heatwave™ heating elements and a PowerCore™ rechargeable battery pack to keep feet warm in cold-weather outdoor activities and work environments.
- Heated Hand Warmers Rechargeable heated hand warmer products for portable warmth in cold environments, complementing Venustas heated apparel.
- IcyLoop™ Cooling Vest Portable cooling vest using Venustas' IcyLoop™ cooling technology to provide active cooling relief for users experiencing hot flashes, heat sensitivity, or working in hot environments.
- PowerCore™ Battery Packs and Chargers PowerCore™ rechargeable battery packs and chargers (CE/FCC/UL listed) sold as accessories to power Venustas heated vests, jackets, hoodies, gloves, and socks.
- Venustas Bundle Deals Multi-SKU bundles of Venustas heated vests, jackets, hoodies, gloves, and socks sold at tiered discounts (e.g., Buy 2 save 10%, Buy 3 save 15%, Buy 4 save 20%), enabling combined purchase of layered heated apparel at reduced per-unit price.
Quantifiable outcome
- Up to 20 heating hours with Max battery versions
- +2 more outcomes
Companies that use Venustas
Customer profileSegments3 records
Ideal customer profiles5 records
Venustas technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Venustas partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights6 records
Venustas competitors and assessment
Company assessmentDirect peers
- Ravean: Ravean is a heated apparel brand focused on battery-heated jackets, vests, and base layers sold primarily through DTC channels. Comparable product breadth and overlap with Venustas's core heated apparel line, with similar technology positioning around heating elements and battery runtimes.
- ActionHeat: ActionHeat is a heated apparel brand offering battery-heated jackets, gloves, socks, and accessories through DTC and Amazon channels. Overlaps directly with Venustas's product mix and target use cases (outdoor activities, work, motorsports).
- Lenz Products: Lenz Products is a European manufacturer of battery-heated socks, base layers, gloves, and vests, with deep presence in ski and motorcycle markets. Direct overlap with Venustas's heated socks, gloves, and outerwear categories, particularly relevant for ski/snowboard customer segments.
- Ororo: Ororo is one of the largest direct-to-consumer heated apparel brands, offering heated jackets, vests, hoodies, gloves, and socks with comparable battery-powered heating technology and a similar DTC e-commerce go-to-market. Highly relevant as the most established and best-funded peer in Venustas's core category.
- Gobi Heat: Gobi Heat is a direct-to-consumer heated apparel brand selling battery-powered jackets, vests, base layers, and accessories with rechargeable battery systems. It competes head-to-head with Venustas on product type, target customer (outdoor enthusiasts, workers), and price band.
- Hestra: Hestra is a Swedish glove specialist whose heated glove line competes directly with Venustas's heated mittens and gloves for ski, snowmobile, and outdoor use. Particularly relevant for the heated hand-warming accessory category where Venustas sells waterproof mittens and rechargeable hand warmers.
Broad incumbents
- Milwaukee Tool: Milwaukee Tool is a major professional power tool brand whose heated workwear line (jackets, hoodies, gloves) competes directly with Venustas's Work Collection. As a broad incumbent, Milwaukee has substantially larger retail distribution, brand authority with trade users, and R&D resources.
- Bosch: Bosch sells heated jackets, vests, and hoodies powered by its 12V and 18V battery platforms, targeting the same outdoor worker and DIY customer that Venustas's Work Collection addresses. As a broad incumbent, Bosch offers extensive global retail and OEM channels that DTC brands lack.
- Makita: Makita offers heated jackets, hoodies, and vests powered by its 18V LXT battery platform, targeting the same trade and outdoor worker demographic as Venustas's Work Collection. As a broad incumbent, Makita benefits from existing contractor distribution and brand recognition in professional channels.
- DeWalt: DeWalt offers a heated workwear line (jackets, vests, hoodies, hats) powered by its 20V/12V battery platforms, competing with Venustas in the outdoor worker segment. As a broad incumbent in professional tools, DeWalt benefits from cross-sell into existing contractor and tradesman customer bases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Venustas social profiles
Digital presenceVenustas financial estimates
Financial estimateRevenue estimate
Valuation estimate
Venustas leadership team
Management profileNumber of profiles
Venustas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Venustas 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 Venustas
What does Venustas do?
Venustas designs, manufactures, and sells battery-powered heated apparel and accessories — including heated vests, jackets, hoodies, gloves, mittens, socks, and hand warmers — for men, women, and kids. Products integrate the company's proprietary Heatwave™/GrapheneX™ heating elements and PowerCore™ rechargeable battery packs, with select lines featuring SilverShield™ antibacterial fabric. The catalog is sold primarily direct-to-consumer online, with bundles and an IcyLoop™ cooling vest as additional offerings.
Is Venustas a public or private company?
Venustas is a private company. It is classified as unknown and is currently operating.
When was Venustas founded?
Venustas was founded in 2018.
Where is Venustas based?
Venustas is headquartered in Los Angeles, United States, in the North America region.
How does Venustas make money?
One revenue line is on record: heated Apparel Sales.
Who are Venustas's main competitors?
Direct peers on record are Ravean, ActionHeat, Lenz Products, Ororo, Gobi Heat and Hestra. Broad incumbents are Milwaukee Tool, Bosch, Makita and DeWalt.
Does Venustas have an API?
No public API is recorded for Venustas.
What industry is Venustas in?
Venustas's product category is Heated Apparel. Its primary akta.pro industry code is IMAOAFAJ, Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers). Its SIC code is 2330.