midnight velvet

Name

midnight velvet

Legal name

Midnight Velvet

Website

https://midnightvelvet.com

Company type

Private

Operating status

Operating

Short description

Midnight Velvet is a privately held US women's fashion e-commerce and catalog retailer, affiliated with Colony Brands, selling apparel, jewelry, shoes, accessories, and home décor with a proprietary buy-now-pay-later credit program targeting women in misses and plus sizes.

Ownership category

akta.pro rank

Product category

Women's Apparel Retail

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110), Jewelry Retailers (45831), Shoe Retailers (45821)

SIC

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

akta.pro primary industry

Fashion/Costume Jewelry Retail (CRAKAGAB)

Keywords

• Women's fashion ecommerce
• Apparel catalog retail
• Buy now pay later
• Home decor retailer
• Plus size clothing

Headquarters

HQ city

Monroe

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (E-commerce and Catalog): Revenue generated from direct sales of apparel, shoes, accessories, jewelry, home décor, and gift items through the Midnight Velvet website and print catalog. Products range from budget-friendly items under $25 to premium items up to $500+.
2. Midnight Velvet Credit (Buy Now, Pay Later): The company extends credit to customers through its proprietary credit program, allowing installment payments starting from $20/month. This creates a recurring revenue stream through credit account management and potentially interest income.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Midnight Velvet sells women's apparel, shoes, jewelry, accessories, men's fashion, home décor, and gift items through its own e-commerce website and print catalog under the Midnight Velvet brand. The company complements its merchandise with a proprietary Buy Now, Pay Later credit program (Midnight Velvet Credit) offering installment payments starting at $20/month with no annual fees and credit bureau reporting, plus extended product protection plans (Midnight Velvet Insurance). The assortment targets fashion-forward women in misses and plus sizes (up to 56), with an emphasis on special occasion, embellished, and celebrity-inspired styles.

Product overview

Midnight Velvet is an online women's fashion and home décor retailer operating as part of the Colony Brands group. The company offers a single unified e-commerce platform featuring clothing (dresses, caftans, suits, tops, bottoms, swimwear, activewear, intimates, outerwear) in misses and plus sizes, shoes, accessories (handbags, wigs, beauty products, perfume), jewelry (fashion and fine), men's fashion, home furnishings and décor, and gifts. The core e-commerce platform is complemented by proprietary credit services (Midnight Velvet Credit for buy-now-pay-later financing) and loyalty programs (Midnight Velvet Perks). The company sells exclusively online through its website and catalogs, offering over 450 new arrivals with sizes ranging from misses to plus (up to 56) and diverse price points.

Differentiator

Problem solved

Functional benefit

Brands

• Midnight Velvet Perks: Customer loyalty/rewards program offering exclusive benefits to registered customers.

Products and services

• Women's Clothing Women's fashion apparel including dresses (casual and special occasion), caftans, suits & sets (skirt and pant suits), tops (knits, shirts, blouses, tunics, tanks, sweaters, jackets & vests), bottoms (pants, jeans, leggings, skirts, capris & shorts), swimwear, activewear, intimates (bras & panties, shapewear, sleepwear), and outerwear (coats & jackets) in misses and plus sizes.
• Shoes Women's footwear including heels, flats & loafers, mules and slides, sandals, boots, athletic shoes, and slippers.
• Accessories Fashion accessories including handbags, wigs, hats, gloves, scarves, beauty & personal care products (cosmetics, hair care, nail care, skin care), and women's perfume.
• Jewelry Jewelry collections including jewelry sets, necklaces, earrings, bracelets, rings, fine jewelry, personalized jewelry, and watches. Products available in fashion jewelry, sterling silver, and gold.
• Men's Apparel and Accessories Men's fashion including activewear & loungewear, shirts & sweaters, suits & sets, pants, shoes, outerwear, accessories, and jewelry.
• For the Home Home décor and furnishings including bedroom (comforters, quilts, bedspreads, sheets, blankets, mattress pads, pillows, bedroom furniture), bathroom (accessories and furniture), furniture (accent, bathroom, bedroom, benches & ottomans, cabinets), curtains & draperies, home décor (candles, clocks, decorative accessories, lighting, mirrors, rugs, wall décor), kitchen & dining, electronics, fireplaces, outdoor living, and fitness equipment.
• Gifts Gift items for her, him, for the home, and personalized gifts, as well as gift certificates.
• Plus Size Clothing Extended size clothing options in misses and plus sizes, with a dedicated plus size section featuring dresses, tops, bottoms, and more. Sizes extend up to 56 in select categories.
• Midnight Velvet Credit Proprietary buy-now-pay-later financing option offering no annual fees, no impact on credit score for pre-qualification, flexible payment plans starting at $20 per month, credit limit increase option for an additional $5 per month, and credit building through reporting to major credit bureaus.
• Midnight Velvet Insurance Extended protection and insurance plans for purchased products.

Quantifiable outcome

• Over 225 new arrivals per season
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Colony BrandscoreOthersMidnight Velvet is an affiliated company within the Colony Brands family of catalog retailers. Colony Brands operates multiple catalog shopping sites including Amerimark, Ashro, Beauty Boutique, Carol Wright, Country Door, Dr. Leonard's, Essentials, Ginny's, Harriet Carter, Healthy Living, Montgomery Ward, Seventh Avenue, The Swiss Colony, The Tender Filet, and The Wisconsin Cheeseman.

Expansion highlights4 records

Direct peers

• Woman Within: Plus-size women's apparel and home goods catalog/e-commerce retailer owned by FullBeauty Brands. Directly comparable in target demographic (misses and plus-size women), channel mix (catalog + e-commerce), and assortment breadth across apparel, shoes, accessories, and home.
• Roaman's: Plus-size women's apparel catalog retailer also owned by FullBeauty Brands. Closely comparable in size range, customer demographic, and catalog-driven go-to-market, with overlap in special occasion and career apparel.
• Ashro: Sister brand under Colony Brands operating in the same catalog retail family as Midnight Velvet. Directly comparable in e-commerce + catalog channel mix, women's fashion assortment, and shared corporate infrastructure.
• Seventh Avenue: Colony Brands-affiliated catalog/e-commerce retailer focused on home and apparel. Directly comparable as a sibling brand with shared back-office infrastructure and overlapping customer base within the Colony Brands network.
• Blair: Long-running US catalog and e-commerce retailer selling women's and men's apparel, home goods, and accessories. Closely comparable in catalog heritage, mid-market price points, and multi-category women's fashion focus.
• Haband: Direct-to-consumer catalog and online retailer of men's and women's apparel. Comparable in channel strategy (catalog-driven acquisition) and target customer (value-oriented adults skewing older).
• J. Jill: Women's apparel brand focused on natural-fiber casual and special-occasion wear for the 45+ demographic. Comparable in customer demographic, special-occasion emphasis, and direct-to-consumer positioning, though J. Jill also operates physical stores.
• Lane Bryant: Leading plus-size women's apparel retailer. Comparable in plus-size focus and special occasion assortment, though Lane Bryant is a significantly larger omnichannel brand with extensive physical retail.
• Country Door: Colony Brands-affiliated catalog retailer focused on home décor, furniture, and gifts. Comparable as a sibling brand and overlapping customer base, with shared back-office and cross-promotion capabilities.
• Amerimark: Colony Brands-affiliated catalog retailer offering women's apparel, health products, and home goods. Comparable in catalog + e-commerce channel mix, multi-category women's-focused assortment, and shared customer acquisition infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ShopMV
• YouTubeyoutube.com/user/ShopMidnightVelvet
• Facebookfacebook.com/ShopMidnightVelvet
• Instagraminstagram.com/shop.midnight.velvet
• Pinterestpinterest.com/shopmv

Revenue estimate

Valuation estimate

Number of profiles

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 midnight velvet