Onsen
Onsen is a direct-to-consumer premium bath textile brand selling Supima cotton waffle weave and sculpted terry towels, robes, bath mats, and shower curtains to U.S. and Canadian consumers through its Shopify storefront and Faire wholesale channel.
- Company typePrivate
- Founded2017
- HeadquartersLehi, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Onsen does
Onsen is a direct-to-consumer premium bath textile brand operated by Pattern Brands LLC, founded in 2017 and inspired by Japanese bathing rituals. The company designs, manufactures, and sells towels, bath sheets, bath mats, robes, shower curtains, and wool dryer balls primarily constructed from 100% USA-grown Supima cotton in two proprietary fabrications: a signature honeycomb waffle weave that dries roughly twice as fast as traditional terry cloth while remaining absorbent, and a newer sculpted terry construction offering plush comfort with faster drying performance. Products are OEKO-TEX STANDARD 100 certified against 350 toxic chemicals, with select items featuring antimicrobial silver finishes for odor control. Manufacturing takes place in Vietnam and China under the Onsen brand, which is headquartered in Lehi, Utah with corporate operations at Pattern Brands LLC in New York.
Onsen operates a one-time-purchase (non-subscription) revenue model across three streams: direct-to-consumer e-commerce at onsentowel.com (powered by Shopify), wholesale distribution via the Faire marketplace for retailers and commercial buyers, and digital gift cards sold in $25-$250 denominations. Pricing spans $16 for wool dryer ball sets to $399.90 for 12-piece move-in bundles, with AOV expansion driven by curated 4-12 piece bundle savings of 5-25%. The customer base is concentrated in premium home consumers and gift buyers in the U.S. and Canada, with a smaller wholesale segment; the company claims 7,500+ customers and over 4,000 verified reviews averaging 4.7 stars on its flagship towel. Marketing is digital-first, leveraging Instagram, Facebook, TikTok, Pinterest, and Twitter alongside an email newsletter (offering 10-20% first-order discounts), an educational blog, an affiliate program, and significant earned media including NYT Wirecutter 2026 'Our Pick', GQ, Architectural Digest, Forbes, Today Show, and Apartment Therapy coverage.
Onsen firmographics
Firmographics- Name
- Onsen
- Legal name
- Pattern Brands LLC
- Website
- https://onsentowel.com/
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Onsen is a direct-to-consumer premium bath textile brand selling Supima cotton waffle weave and sculpted terry towels, robes, bath mats, and shower curtains to U.S. and Canadian consumers through its Shopify storefront and Faire wholesale channel.
- Ownership category
- akta.pro rank
Onsen industry classification
Industry- Product category
- Premium Bath Towels
- NAICS
- Curtain and Linen Mills (31412), Broadwoven Fabric Mills (313210), Textile Mills (313)
- SIC
- Broadwoven Fabric Mills, Cotton (2211), Textile Mill Products (2200), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels) (IMAOAKAB)
- akta.pro secondary industry
- Apparel Dyeing, Printing, Finishing & Laundries (CRAAAAAM)
Keywords
Where Onsen is headquartered
LocationHeadquarters
- HQ city
- Lehi
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Onsen business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Onsen generates revenue through direct-to-consumer sales of premium cotton towels, bath mats, robes, shower curtains, and wool dryer balls. Products are sold individually or in bundles with savings up to 25%. The company operates on a one-time purchase model without subscriptions.
- Wholesale Distribution: Onsen distributes products through wholesale channels via Faire marketplace, allowing retailers to purchase inventory for resale. This B2B revenue stream complements direct consumer sales.
- Gift Cards: Digital gift cards sold in denominations from $25 to $250, providing flexible gifting options and driving future customer acquisition.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Supima Waffle Bath Towel - Set of 2 |
| Unit Pricing | Pay-as-you-go | Supima Waffle Bath Sheet - Set of 2 |
| Unit Pricing | Pay-as-you-go | Waffle Bath Mat |
| Unit Pricing | Pay-as-you-go | Supima Waffle Bath Robe |
| Unit Pricing | Pay-as-you-go | Sculpted Terry Bath Towels - Set of 2 |
| Unit Pricing | Pay-as-you-go | Wool Dryer Balls |
| Unit Pricing | Pay-as-you-go | Antimicrobial Gauze Robe |
| Unit Pricing | Pay-as-you-go | Antimicrobial Gauze Shower Curtain |
| Unit Pricing | Pay-as-you-go | Digital Gift Cards |
| Unit Pricing | Pay-as-you-go | Bundle Discounts |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Onsen product offering
Product offeringCore offering
Onsen designs, manufactures, and sells premium bathroom textiles including bath towels, bath sheets, hand towels, face towels, bath mats, robes, shower curtains, and wool dryer balls. The core product line is built from 100% USA-grown Supima cotton using proprietary Waffle Weave and Sculpted Terry constructions that dry faster than traditional terry cloth while maintaining absorbency. Products are sold directly to consumers through the onsentowel.com e-commerce site and to retailers via wholesale channels.
Product overview
Onsen is a direct-to-consumer brand of premium bath products made from 100% USA-grown Supima® cotton, operated by Pattern Brands LLC. The product portfolio centers on two distinct towel fabrications: the original Supima® Waffle Towels featuring a signature honeycomb/waffle weave that dries twice as fast as traditional terry while remaining highly absorbent, and the newer Sculpted Terry Collection offering plush comfort with faster drying performance. Individual products span bath towels, bath sheets, hand towels, face towels, and bath mats in both fabric types, plus robes (Waffle Bath Robe and Antimicrobial Gauze Robe), shower curtains (Antimicrobial Gauze Shower Curtain), and laundry accessories (Wool Dryer Balls). Bundling is a core sales strategy with packages ranging from 4-piece towel sets to 12-piece move-in bundles and complete 8-piece bathroom bundles. The company also sells Digital Gift Cards.
Differentiator
Problem solved
Functional benefit
Products and services
- Supima Waffle Bath Towel Signature quick-drying bath towel in honeycomb waffle weave, made from 100% USA-grown Supima cotton. Dries in half the time of traditional terry towels while remaining highly absorbent and odor-resistant. Sold as a set of 2.
- Supima Waffle Bath Sheet Oversized bath sheet (38 x 67 in.) in signature waffle weave, offering full-body wrap coverage. 30% lighter than terry, dries twice as fast, with reinforced hem construction. Sold as a set of 2.
- Supima Waffle Hand Towels Compact hand towels (16 x 30 in.) in honeycomb waffle weave for hand drying. Features same quick-drying and odor-resistant properties as larger towels.
- Supima Waffle Face Towels Small face towels (12 x 12 in.) designed for facial cleansing and drying. Honeycomb waffle weave provides gentle exfoliation while absorbing moisture and drying quickly.
- Sculpted Terry Bath Towels Plush bath towels (28 x 55 in.) featuring short terry loops with sculpted weave construction. Offers traditional plush comfort while drying faster than standard terry cloth, with minimal lint shedding. Available in Chambray, Spruce, Grey Fog, and White.
- Sculpted Terry Hand Towels Plush hand towels (20 x 30 in.) with sculpted terry construction. Pulls water quickly while releasing moisture for faster drying than traditional plush towels.
- Sculpted Terry Face Towels Plush face towels (12 x 12 in.) in sculpted terry construction. Provides soft texture while maintaining quick-drying properties.
- Supima Waffle Bath Mat Quick-drying bath mat (20 x 30 in.) in waffle weave construction. Features reinforced hem and open weave design that prevents dampness and mildew between uses.
- Sculpted Terry Bath Mat Plush bath mat with sculpted terry construction. Softer texture than waffle bath mat while maintaining quick-drying performance. Weighs 19.4 oz (550 g).
- Supima Waffle Bath Robe Lightweight hooded waffle robe in 100% Supima cotton. 30% lighter than terry but equally cozy, with deep pockets and fast-drying properties. Features Japanese sashiko-inspired detailing. Available in Small, Medium, and Large sizes with multiple color options at $199 per robe.
- Antimicrobial Gauze Robe Cozy robe in 4-ply cotton gauze treated with silver for antimicrobial odor protection. Features relaxed mid-calf fit with Japanese sashiko-inspired stitched detailing, pockets, and self-tie belt. Available in Oatmeal and White, sizes S/M/L at $119.
- Antimicrobial Gauze Shower Curtain Shower curtain in 100% cotton 4-ply gauze treated with antimicrobial silver. Measures 75.6 x 75.6 inches with reinforced button loops for hanging. Softens beautifully over time. Priced at $99.
- Wool Dryer Balls Set of 3 New Zealand wool dryer balls as natural alternative to dryer sheets and fabric softeners. Reduces drying time by up to 25%, maintains towel absorbency, and lasts for 1,000+ loads. Priced at $16 per set.
- Digital Gift Card Digital gift cards delivered instantly by email. Available in denominations of $25, $50, $100, $150, $200, and $250 for use across the Onsen product catalog.
Quantifiable outcome
- Towels dry 2x faster than traditional terry cloth
- +5 more outcomes
Companies that use Onsen
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Onsen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature5 records
Onsen partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- FairecoreOnsen offers its wholesale catalog through Faire marketplace, enabling retailers to purchase products for resale. Retailers create an account or sign into existing Faire accounts to access Onsen wholesale pricing and place orders. For questions, contact [email protected].
- ShopifycoreOnsen's e-commerce store is powered by Shopify's online platform. Shopify provides the infrastructure for product listings, checkout processing, order management, and customer data handling.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Onsen competitors and assessment
Company assessmentDirect peers
- Brooklinen: Premium DTC home textiles brand offering towels, sheets, robes, and loungewear. Closest direct competitor to Onsen — same DTC-first model, same premium cotton positioning, same bath-and-bedding category overlap.
- Parachute Home: Premium DTC home essentials brand selling towels, bedding, robes, and bath accessories. Directly comparable to Onsen in product line, premium Turkish/Egyptian cotton positioning, and direct-to-consumer distribution.
- Boll & Branch: Premium DTC organic-cotton home textile brand selling towels, bedding, and bath rugs. Comparable to Onsen in premium organic/raw material positioning, DTC-first model, and earned-media-driven brand building.
- Snowe: DTC home essentials brand offering towels, robes, bedding, and table linens. Directly comparable product mix and premium positioning, though with a broader multi-category assortment than Onsen.
- Cozy Earth: Premium DTC home textile brand selling bamboo-based towels, robes, sheets, and loungewear. Comparable to Onsen in DTC premium bath/robe positioning and gift-friendly product bundling.
- Coyuchi: Premium organic home textile brand offering towels, robes, bedding, and bath mats. Comparable to Onsen in organic/premium cotton positioning, sustainability certifications, and DTC-plus-wholesale distribution.
- Riley Home: DTC home textile brand selling premium sheets, towels, and bath accessories. Closely comparable DTC-first distribution model and premium cotton positioning to Onsen.
- Crane & Canopy: Premium DTC bedding and bath brand with direct overlap on towels, bath accessories, and gift-oriented bundle pricing. Smaller and more bath-focused comparable to Onsen.
Broad incumbents
- Frontgate: Established premium home retailer (part of Cornerstone Brands) with a broader home assortment including premium towels, robes, and bath accessories. Comparable product categories but operates at much larger scale with multi-channel retail.
Emerging players
- The Citizenry: DTC premium home brand selling textiles, bath, and decor with a craft/artisan positioning. Comparable to Onsen in DTC premium home textiles, though with more globally-sourced artisan assortment and broader home decor footprint.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Onsen social profiles
Digital presenceOnsen compliance and trust
Trust signalCompliance1 record
Onsen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Onsen leadership team
Management profileNumber of profiles
Onsen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Onsen 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 Onsen
What does Onsen do?
Onsen designs, manufactures, and sells premium bathroom textiles including bath towels, bath sheets, hand towels, face towels, bath mats, robes, shower curtains, and wool dryer balls. The core product line is built from 100% USA-grown Supima cotton using proprietary Waffle Weave and Sculpted Terry constructions that dry faster than traditional terry cloth while maintaining absorbency. Products are sold directly to consumers through the onsentowel.com e-commerce site and to retailers via wholesale channels.
Is Onsen a public or private company?
Onsen is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Onsen founded?
Onsen was founded in 2017. It employs 1 to 10 people.
Where is Onsen based?
Onsen is headquartered in Lehi, United States, in the North America region.
How does Onsen make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale Distribution and gift Cards.
Who are Onsen's main competitors?
Direct peers on record are Brooklinen, Parachute Home, Boll & Branch, Snowe, Cozy Earth, Coyuchi, Riley Home and Crane & Canopy. Frontgate is listed as a broad incumbent. The Citizenry is listed as an emerging player.
Does Onsen have an API?
No public API is recorded for Onsen.
What industry is Onsen in?
Onsen's product category is Premium Bath Towels. Its primary akta.pro industry code is IMAOAKAB, Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels), with a secondary code of CRAAAAAM, Apparel Dyeing, Printing, Finishing & Laundries. Its NAICS code is 31412 and its SIC code is 2211.