Lakes and Grapes

What Lakes and Grapes does

Lakes and Grapes is a privately held, Traverse City, Michigan-based lifestyle apparel and home goods brand founded in 2016 by owner Abby Clear. The company sells lake- and wine-country-inspired merchandise — women's, men's, and children's apparel, hats, candles, drinkware, bags, dog toys, pillows, blankets, and stickers — organized into themed sub-collections such as the Classic Edit, Vineyard Vibes, Lake Day Wear, Cherry Coast, and Fairway & Vine. Pricing spans roughly $1.50 stickers to $99 jackets, with digital gift cards available from $10 to $200.

The underlying technology stack is deliberately lightweight: a Shopify-powered e-commerce storefront with Shop Pay, PayPal, and Apple Pay support, paired with an off-the-shelf Easy Appointment Booking integration by Servicify to reserve seats for in-store events. There is no mobile app, no public API, no proprietary platform, and no disclosed AI capabilities. Distribution is exclusively direct-to-consumer — one flagship retail store at 326 E Front Street in downtown Traverse City (open seven days a week, with extended hours during the National Cherry Festival) and the Shopify online channel shipping domestically with free shipping over $99.

The business model is one-time retail sales across apparel, accessories, and home goods, supplemented by a $30 in-store Flow & Sip yoga experience operated with Dharamsala TC Yoga Studio and a recurring Walk Club community event (described as Northern Michigan's largest, held every Wednesday evening) that drives foot traffic and brand affinity through partnerships with Amoritas Vineyards, Peninsula Cellars, Bonobo Winery, and exclusive media partner 9&10 Media Group. The company is also actively building an ambassador referral channel and serves a primarily Midwest US customer base of Great Lakes lifestyle consumers, families, active-lifestyle buyers, and gift shoppers.

Name

Lakes and Grapes

Legal name

Lakes and Grapes

Website

https://lakesandgrapes.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Lakes and Grapes is a privately held Traverse City, Michigan lifestyle brand selling Great Lakes- and wine-country-inspired apparel, accessories, and home goods via Shopify e-commerce and a single flagship store on Front Street, supported by Walk Club and Flow & Sip community events.

Ownership category

akta.pro rank

Product category

Lifestyle Apparel and Accessories

NAICS

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

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Outdoor & Adventure Multi-Category Retail (CRAMABAB)

Keywords

• Lifestyle apparel
• Wine country merchandise
• Lake themed accessories
• Retail boutique
• Home goods

Headquarters

HQ city

Traverse City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Retail - E-commerce: One-time product purchases through the company's Shopify-powered online storefront. Products include apparel (t-shirts, hoodies, jackets, activewear), accessories (hats, bags, candles, drinkware, stickers), and home goods (pillows, blankets). Customers browse by category, gender, or collection and purchase individual items at listed prices.
2. Direct Retail - Physical Storefront: One-time product purchases at the flagship store on Front Street in Traverse City, MI. The physical store also hosts community events including Walk Club post-walk mingles and Flow & Sip yoga experiences that drive foot traffic and sales.
3. Gift Cards: Digital gift cards sold in denominations from $10 to $200, delivered via email with redemption instructions for checkout use.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Lakes and Grapes designs, sources, and retails Great Lakes and wine-country-inspired apparel, accessories, and home goods under its own brand. The company sells through a Shopify-powered e-commerce site and a single flagship retail store on Front Street in Traverse City, Michigan. It also operates community-driven lifestyle experiences including the Walk Club and Flow & Sip in-store yoga events that drive foot traffic and brand engagement.

Product overview

Lakes and Grapes is a Great Lakes lifestyle apparel brand offering a comprehensive product portfolio including women's, men's, and kids' clothing, hats, home goods (candles, pillows, blankets), drinkware, bags, dog toys, and stickers. The brand features several sub-collections including the Classic Edit (original logo collection), Vineyard Collection (winery-inspired), Lake Day Wear (water lifestyle), and Cherry Coast Collection (Michigan cherry theme). The company also offers experiential retail through its Walk Club (weekly community walks) and Flow & Sip yoga events. Products are available online and at the flagship store in Traverse City, Michigan.

Differentiator

Problem solved

Functional benefit

Products and services

• Bags
• Dog Toys
• Stickers and Magnets
• Gift Cards
• Flow & Sip Yoga Experience
• Women's Apparel
• Men's Apparel
• Kids' Apparel
• Hats
• Candles
• Drinkware
• Pillows and Blankets

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Dharamsala TC Yoga StudiocoreStrategic or Co-development PartnerWomen-owned yoga studio partnership for Flow & Sip in-store yoga experiences. Dharamsala TC provides certified yoga instructors for 50-minute guided yoga flows at the Lakes and Grapes store. After class, participants enjoy a glass of wine or non-alcoholic drink and a private shopping experience with 20% discount.
• 9&10 Media GroupcoreGTM or Marketing PartnerExclusive Media Partner for Lakes and Grapes Walk Club. Partnership with 9&10 News and Traverse Northern Michigan magazine (MyNorth Media) to share people, stories, and local businesses from the Walk Club community. Includes media collaborations, community experiences, and event promotion.
• Amoritas VineyardsminorGTM or Marketing PartnerFeatured winery partner for Walk Club post-walk mingles. Provides wine sampling during the Wednesday evening community events, introducing walkers to their wines and supporting the local wine country ecosystem.
• Peninsula CellarsminorGTM or Marketing PartnerWinery partner featured at Walk Club post-walk mingles, pouring wines for community event participants and supporting local business community.
• Bonobo WineryminorGTM or Marketing PartnerWinery partner featured at Walk Club post-walk mingles, providing wine samples and creating community connection around local wine culture.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Lakegirl: Women's apparel brand dedicated to Great Lakes lifestyle — the closest direct geographic peer to Lakes and Grapes, with overlapping customer persona and product categories (tops, accessories, lake-themed merchandise).
• Vineyard Vines: Premium lifestyle apparel brand tied to a specific regional identity (New England/whaling/coastal). Comparable to Lakes and Grapes because both anchor their brands in aspirational geographic-lifestyle storytelling and extend into accessories, home goods, and kids.
• Salt Life: Lifestyle apparel and accessories brand built around saltwater, fishing, and coastal living. Directly comparable on product mix (apparel, hats, drinkware, accessories) and on the playbook of building identity around a specific outdoor lifestyle niche.
• Southern Tide: Regional lifestyle apparel brand with a strong preppy/coastal identity, similar SKU breadth (men's, women's, kids, accessories) and a comparable reliance on community/club-based marketing to build brand affinity.
• Faherty: Coastal-inspired lifestyle apparel and home brand selling men's, women's, and kids' clothing alongside accessories and home goods. Closely comparable on premium casual aesthetic, multi-category DTC model, and aspirational outdoor-coastal positioning.
• Marine Layer: Casual coastal lifestyle apparel brand with proprietary fabric programs and a strong DTC-plus-flagship retail model. Comparable on relaxed-lifestyle identity, broad apparel/accessories mix, and experiential retail.
• Chubbies: Casual lifestyle apparel brand with a strong digital-led, community-driven marketing approach. Comparable on irreverent lifestyle apparel positioning, DTC-first distribution, and emphasis on social/community-led acquisition.

Broad incumbents

• Tommy Bahama: Established island-lifestyle apparel and home brand with significant retail footprint. Comparable on lifestyle apparel + home goods model, but operates at materially larger scale and broader distribution.
• Patagonia: Iconic outdoor lifestyle apparel brand. Comparable on outdoor/water-lifestyle identity and product breadth, but vastly larger scale, wholesale distribution, and brand recognition.
• L.L.Bean: Heritage outdoor and lake-region lifestyle brand with apparel, home goods, and accessories. Comparable on outdoors-meets-coastal product mix and DTC-plus-flagship retail, though operating at much greater scale and brand maturity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lakesandgrapes
• Instagraminstagram.com/lakesandgrapes
• TikToktiktok.com/@lakesandgrapes

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 Lakes and Grapes