Whim

What Whim does

Whim is a privately held, US-based women's fashion boutique operating primarily as a direct-to-consumer retailer through its Shopify-powered e-commerce site whimlove.com, supplemented by physical retail store locations. The company sells a curated assortment of contemporary women's apparel, denim, dresses, loungewear, sleepwear, footwear, jewelry, accessories, and gift/home items, with brands including Free People, Z Supply, Birkenstock, Matisse, JBD, Hidden, Honeydew, Fabletics, Daze, FreeCity, and Elan represented across the assortment. Product pricing spans approximately $16 for accessories to $175 for premium footwear, with a free shipping threshold set at $99, signaling a mid-market positioning targeting everyday, occasion, workwear, and loungewear use cases.

The company's underlying technology is a Shopify e-commerce storefront with no disclosed proprietary features, integrations, mobile applications, APIs, or AI/ML capabilities. Marketing and distribution are driven by organic social channels — Instagram (@whimlove), TikTok, and Facebook — an email newsletter for mid-funnel nurture, and curated editorial collections such as 'Whimspiration,' 'Better Together,' and 'Weekend Edit' that group products into themed, occasion-driven browsing experiences. Brand positioning emphasizes a community-rooted identity under Founder Vivian, whose stated vision is to create a place where women feel seen, celebrated, and effortlessly stylish.

Whim's revenue model is straightforward retail product sales through one-time unit transactions, with no subscription, membership, or recurring billing component disclosed. The customer base is horizontal, targeting individual women fashion shoppers rather than enterprise or B2B accounts, and geographic operations are concentrated in the United States. The company is privately held with no external funding rounds, parent company, subsidiaries, or acquisitions disclosed in the source data, and the leadership team listed consists solely of Founder Vivian.

Name

Whim

Website

https://whimlove.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Whim is a privately held US-based women's fashion boutique selling curated apparel, denim, loungewear, footwear, jewelry, and gifts direct-to-consumer through a Shopify e-commerce site and physical retail stores, targeting individual women shoppers with mid-market price points and community-driven brand positioning.

Ownership category

akta.pro rank

Product category

Women's Fashion Retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661), Retail-Jewelry Stores (5944)

akta.pro primary industry

Luxury & Designer Apparel Retail (CRAAABAI)

akta.pro secondary industries

Luxury & Designer Footwear Retail (CRAAADAH), Jewelry, Watches & Luxury Goods Online Retailers (CRAFADAN)

Keywords

• Women's fashion boutique
• Curated apparel retail
• Women's clothing
• Footwear and accessories
• Gift and home goods

Headquarters

HQ city

Mount Kisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Traditional retail model selling curated women's fashion apparel, footwear, accessories, jewelry, and gift items through direct-to-consumer e-commerce and physical store channels. Revenue generated through product margin on merchandise sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Whim operates a direct-to-consumer women's fashion boutique that curates and sells contemporary apparel, footwear, accessories, jewelry, gifts, and home items through its Shopify-based e-commerce site whimlove.com and physical retail store locations. The company refreshes its assortment daily with new arrivals across categories such as elevated basics, denim, dresses, loungewear, sleepwear, shoes, and jewelry, sourced from brands like Free People, JBD, Hidden, Z Supply, Honeydew, Birkenstock, Matisse, and Fabletics. Revenue is generated primarily through product margin on merchandise sales, supplemented by digital gift cards, with free shipping offered on orders over $99.

Product overview

Whim is a women's fashion boutique offering a curated selection of clothing, shoes, accessories, and gifts. The platform operates as a single unified e-commerce store built on Shopify, featuring a curated mix of best-selling basics, denim, dresses, loungewear, sleepwear, shoes, and jewelry. Key product lines include elevated basics like the Basic Button Up Cardi and Crew Neck Sweater, premium denim from brands like JBD, Hidden, and Free People, loungewear from Z Supply and Honeydew, shoes including Birkenstock sandals and Matisse sneakers, and fine jewelry such as pearl-linked bracelets and necklaces. The company emphasizes daily new arrivals, community-driven curation, and styles rooted in the 'Whim Way' philosophy of making women feel celebrated and effortlessly stylish.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Clothing Collection

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

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Revolve: Revolve is a leading online women's fashion boutique curating premium contemporary apparel, shoes, and accessories from emerging and established brands. It is directly comparable to Whim in target customer (women 18-35 seeking trend-led fashion), curated marketplace-style assortment, and DTC e-commerce model.
• Lulus: Lulus is a DTC women's fashion retailer focused on dresses, occasion wear, and contemporary apparel. It overlaps with Whim's core women-fashion-shopper segment, curated brand positioning, and e-commerce-first distribution.
• Altar'd State: Altar'd State is a women's fashion and lifestyle boutique chain operating physical stores and e-commerce with a curated, community-rooted brand positioning. It mirrors Whim's boutique feel, women-focused curation, and omnichannel model.
• Francesca's: Francesca's is a US women's specialty boutique offering curated apparel, accessories, and gifts through stores and e-commerce. It overlaps directly with Whim's boutique assortment, gift-oriented merchandising, and women-shopper target.
• Aritzia: Aritzia is a Canadian women's fashion boutique offering curated contemporary apparel and accessories across its own labels and select brands, with both e-commerce and physical boutiques. It mirrors Whim's boutique-led, curation-driven, omnichannel women's fashion model.
• Shopbop: Shopbop is an Amazon-owned online fashion retailer offering curated women's apparel, shoes, and accessories from contemporary and premium brands. It directly overlaps with Whim's multi-brand curation and DTC assortment approach.
• ASOS: ASOS is a large online fashion retailer targeting young women with a vast assortment of branded and private-label apparel, shoes, and accessories. It competes with Whim for the same digitally native women-fashion-shopper segment via curated multi-brand e-commerce.

Broad incumbents

• Anthropologie: Anthropologie (owned by URBN) is a large women's lifestyle retailer offering curated apparel, accessories, and home goods through a national store fleet plus e-commerce. It overlaps with Whim's boutique feel, curated assortment, and physical-plus-online distribution, but at much greater scale.
• Free People: Free People is a women's contemporary fashion brand and retailer owned by URBN, operating DTC e-commerce and global stores. It is both a brand carried by Whim and a comparable operator, sharing the boho-contemporary women's fashion positioning.
• Urban Outfitters: Urban Outfitters is a multi-brand youth-focused lifestyle retailer with apparel, accessories, and home goods across stores and e-commerce. It competes for a similar women's fashion-shopper demographic and offers an overlapping curated assortment model at larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/whimlove
• Instagraminstagram.com/whimlove
• TikToktiktok.com/whimlove
• LinkedInlinkedin.com/company/whim-new-york

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 Whim