altalun
Altalun is a privately held, founder-owned artisan cashmere knitwear brand (legal entity Endert LLC) that sells hand-dyed, sustainably sourced Mongolian cashmere accessories and home goods directly to consumers through its own Shopify storefront from its Oakland, California studio.
- Company typePrivate
- Founded-
- HeadquartersOakland, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What altalun does
Altalun (legally Endert LLC) is a privately held, founder-owned artisan cashmere knitwear brand founded by Alta Batmunkh around 2020 during the COVID-19 pandemic and headquartered in a studio at 2355 Broadway, Oakland, California. The company sells a focused catalog of approximately 8 cashmere accessories and home goods — including hooded scarves, infinity scarves, hand-dyed gradient hats, cashmere scrunchies, arm warmers, neck gaiters, a premium blanket, and gift cards — through a single Shopify-powered direct-to-consumer storefront at altalun.com. Pricing spans $12 for entry-level scrunchies to $495 for the grade-A cashmere blanket, with free domestic shipping across the continental US and free hand-delivery in the San Francisco Bay Area for orders over $100.
The company's core technology is traditional artisan knitwear production using 100% certified sustainable Mongolian cashmere 2-ply yarn, hand-dyed with natural dyes (log wood for black, cochineal for pink/orange, pomegranate for mustard green) to produce one-of-a-kind gradient colorways. Products are hand-finished in the Oakland studio using mixed gauge fine knit techniques, with no mass-production or automated manufacturing. The brand emphasizes transparent sourcing directly from Mongolian goat herders, ethical manufacturing in California, and a repair-and-recycle program. There is no mobile app, no AI/ML component, and no disclosed external funding; the business is bootstrapped and operated by a small team.
The revenue model is one-time direct e-commerce sales of finished goods, supplemented by gift card sales. Go-to-market is exclusively owned-channel DTC, with no presence on marketplaces, in retail, or at wholesale. Marketing relies on organic content (The Altalun Stories blog), organic social media (Facebook, Twitter/X, Pinterest, Instagram, YouTube), email newsletters, and SEO. The customer base consists of individual fashion-conscious consumers seeking sustainable luxury accessories and gift buyers, with no named enterprise or B2B accounts. The company ships only within the continental US and does not currently serve international markets.
altalun firmographics
Firmographics- Name
- altalun
- Legal name
- Endert LLC
- Website
- https://altalun.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Altalun is a privately held, founder-owned artisan cashmere knitwear brand (legal entity Endert LLC) that sells hand-dyed, sustainably sourced Mongolian cashmere accessories and home goods directly to consumers through its own Shopify storefront from its Oakland, California studio.
- Ownership category
- akta.pro rank
altalun industry classification
Industry- Product category
- Cashmere Knitwear & Accessories
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Knitting Mills (3151)
- SIC
- Knit Outerwear Mills (2253), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Scarves/Shawls/Winter Neckwear Manufacturing (IMAOAFAD)
- akta.pro secondary industry
- Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers) (IMAOAFAJ)
Keywords
Where altalun is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
altalun business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: Revenue generated from direct online sales of cashmere knitwear accessories to consumers through their Shopify-powered e-commerce store. Products include scarves, hats, hooded scarves, scrunchies, arm warmers, neck gaiters, blankets, and gift cards. One-time purchase model with individual product transactions.
- Gift Cards: Altalun gift cards sold in denominations of $50, $100, $150, and $200, providing flexible gifting options for customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cashmere Scrunchies - Entry accessory |
| Unit Pricing | Pay-as-you-go | Arm Warmers - Comfort accessories |
| Unit Pricing | Pay-as-you-go | Cashmere Neck Gaiter |
| Unit Pricing | Pay-as-you-go | Cashmere Infinity Scarf |
| Unit Pricing | Pay-as-you-go | Cashmere Scarf Long Ruffled Sand |
| Unit Pricing | Pay-as-you-go | Hand-Dyed Purple Gradient Ribbed Hat |
| Unit Pricing | Pay-as-you-go | Hooded Scarf - Sustainable Elegance |
| Unit Pricing | Pay-as-you-go | Cashmere Blanket - Premium |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
altalun product offering
Product offeringCore offering
Altalun designs, hand-dyes, knits, and sells a curated line of cashmere accessories and home goods (hooded scarves, infinity scarves, hats, scrunchies, arm warmers, neck gaiters, blankets) made from certified sustainable Mongolian cashmere yarn. All products are hand-finished in their Oakland, California studio and sold directly to consumers via their Shopify-powered online store, with free continental US shipping and local Bay Area hand-delivery available.
Product overview
Altalun is an artisanal cashmere knitwear brand offering a focused portfolio of sustainable, hand-crafted accessories and home goods. The core collection includes hooded scarves (Altalun Hooded Scarf, Altalun Double Yarn Hooded Scarf), hand-crafted hats (Altalun Hand-Dyed Purple Gradient Ribbed Hat), hair accessories (Cashmere Scrunchies), arm warmers, neck gaiters, and various scarves (Long Ruffled, Lightweight, Infinity styles). The lineup is completed by larger items like the Cashmere Blanket and Gift Cards. All products are made from certified sustainable Mongolian cashmere, hand-dyed using natural dyes where applicable, and ethically manufactured in California. The brand emphasizes one-of-a-kind craftsmanship where each hand-dyed piece is unique.
Differentiator
Problem solved
Functional benefit
Products and services
- Altalun Hooded Scarf Luxurious hooded scarf crafted from 100% sustainable Mongolian cashmere with a two-tone design in creamy white and naturally colored beige; made in California with a generously sized hood and wraparound functionality. Priced at $149 (reduced from $250).
- Altalun Double Yarn Hooded Scarf Premium hooded scarf crafted with a double yarn technique from hand-dyed cashmere in black and grey, featuring a versatile hood and luxurious wraparound design for winter. Priced at $149.
- Altalun Hand-Dyed Purple Gradient Ribbed Hat Artisanal ribbed hat with artistic gradient design transitioning from deep purple to light hues, adorned with delicate brown specks; each hat is unique due to hand-dyed yarn craftsmanship. Priced at $55 (reduced from $110).
- Cashmere Scrunchies Hair accessories made from 100% sustainable Mongolian cashmere with hand-dyed yarn in various colors; gentle on hair while providing strong hold. Ethically made in California. Priced at $12 (reduced from $20).
- Cashmere Arm Warmers Fingerless gloves made from 100% certified sustainable Mongolian cashmere 2-ply yarn, available in naturally dyed and non-dye options, designed for working-from-home comfort while keeping hands warm. Priced at $45.
- Cashmere Neck Gaiter Versatile neck gaiter made from naturally dyed or non-dye cashmere; can be worn around the neck or pulled up for face protection. Features elastic top and bottom, knit in California. Priced at $65.
- Cashmere Scarf - Long Ruffled Sand Exceptionally soft ruffle cashmere scarf in sand color with mixed gauge fine knit and hand-finished edge; made from 100% cashmere 2-ply yarn in non-dye natural color. Dimensions: 66 x 9 inches. Priced at $108.
- Lightweight Cashmere Scarf Lightweight ruffle cashmere scarf in cream white with mixed gauge fine knit; made from 100% cashmere 2-ply yarn in non-dye natural color. Dimensions: 66 x 9 inches.
- Cashmere Infinity Scarf Infinity scarf knit from certified sustainable Mongolian cashmere in 100% cashmere 2-ply yarn, non-dye natural color. Priced at $95 (reduced from $150).
- Cashmere Blanket Luxuriously soft blanket made from 100% grade A cashmere, non-dye, hand-finished to semi-felting 2-ply cashmere yarn. Weight: 1.08 lb (492g); Dimensions: 82.6 x 55.1 inches (210 x 140 cm). Priced at $495.
- Altalun Gift Card Digital or physical gift card for Altalun products, available in denominations of $50, $100, $150, and $200 with free shipping included.
Quantifiable outcome
- Free shipping on all orders over $40 for scrunchies
- +1 more outcomes
Companies that use altalun
Customer profileSegments2 records
Ideal customer profiles2 records
altalun technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature3 records
altalun partnerships and signals
Strategic signalScale indicators3 records
Recent moves10 records
Expansion highlights3 records
altalun competitors and assessment
Company assessmentBroad incumbents
- Quince: Affordable luxury DTC brand offering cashmere among many categories. Comparable in direct Mongolian cashmere sourcing but at a much lower price point and broader scale.
- Everlane: Large-scale ethical fashion DTC brand with transparency-led positioning. Comparable in sustainability narrative and DTC focus, though at much greater scale and broader category mix.
Emerging players
- Cuyana: Sustainable, ethically-made accessories and apparel brand with strong DTC distribution. Comparable in ethical-fashion positioning and premium DTC model.
- Kotn: Direct-from-origin apparel brand emphasizing ethical sourcing and craftsmanship. Comparable in direct-sourcing sustainability story and DTC premium positioning.
- Maison Sereine: Small-batch artisanal cashmere knitwear brand with strong sustainability and heritage narrative. Comparable in studio-scale operations and premium handmade positioning.
Direct peers
- Naadam: DTC cashmere brand directly sourcing from Mongolian herders with sustainability positioning. Closest comparable in supply chain, product category, and go-to-market model.
- State Cashmere: Cashmere-focused accessories and knitwear brand sold through owned e-commerce. Comparable in product mix (scarves, hats, accessories) and premium positioning.
- The Cashmere Shop: Direct-to-consumer cashmere apparel and accessories retailer. Comparable in premium cashmere accessories focus and online distribution model.
- Autumn Cashmere: Cashmere knitwear brand offering premium hand-finished knit products. Comparable in knitwear craftsmanship and luxury positioning.
- Goby Cashmere: DTC cashmere brand with sustainable positioning and a focus on knitwear accessories. Comparable in product category and sustainability messaging.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
altalun social profiles
Digital presencealtalun financial estimates
Financial estimateRevenue estimate
Valuation estimate
altalun leadership team
Management profileNumber of profiles
Profiles1 record
altalun funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
altalun 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 altalun
What does altalun do?
Altalun designs, hand-dyes, knits, and sells a curated line of cashmere accessories and home goods (hooded scarves, infinity scarves, hats, scrunchies, arm warmers, neck gaiters, blankets) made from certified sustainable Mongolian cashmere yarn. All products are hand-finished in their Oakland, California studio and sold directly to consumers via their Shopify-powered online store, with free continental US shipping and local Bay Area hand-delivery available.
Is altalun a public or private company?
altalun is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was altalun founded?
altalun was founded in -1.
Where is altalun based?
altalun is headquartered in Oakland, United States, in the North America region.
How does altalun make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are gift Cards.
Who are altalun's main competitors?
Broad incumbents on record are Quince and Everlane. Emerging players are Cuyana, Kotn and Maison Sereine. Direct peers are Naadam, State Cashmere, The Cashmere Shop, Autumn Cashmere and Goby Cashmere.
Does altalun have an API?
No public API is recorded for altalun.
What industry is altalun in?
altalun's product category is Cashmere Knitwear & Accessories. Its primary akta.pro industry code is IMAOAFAD, Scarves/Shawls/Winter Neckwear Manufacturing, with a secondary code of IMAOAFAJ, Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers). Its NAICS code is 3159 and its SIC code is 2253.