What Boody ANZ does

Boody ANZ (legal entity: Boody Australia Pty Limited) is a private direct-to-consumer apparel brand specializing in bamboo-viscose intimates, underwear, loungewear, sleepwear, base layers, socks, and babywear. The company operates a six-region storefront footprint (United States, Canada, Australia, New Zealand, United Kingdom, and Europe) via boody.com and regional sites, augmented by a wholesale 'Become a Stockist' channel and a retail store locator for physical retail purchase. Product architecture centers on three proprietary fabric constructions: Bamboo Seamfree (a tube-knit seamfree garment construction in 79% bamboo viscose / 15% nylon / 6% elastane), FreeMesh™ (a mesh blend of 48% recycled nylon / 31% bamboo viscose / 21% elastane), and Lyolyte® (a sustainable lyocell knit). Supporting product categories include wireless and full-bust bras, period leak-proof underwear, shaper undershorts, sweats, and matching parent-baby sets, with extended sizing from XS to 4XL across most lines.

The business model is direct-to-consumer e-commerce on Shopify, with unit-priced SKUs ranging from $16 (thongs/g-strings) to $45 (FreeMesh Full Bust Wireless Bra), a $60 free-shipping threshold in the US, and promotional bundling (e.g., 'Buy 3, Get The 4th FREE'). Customer retention is supported by 'The Lounge', a Rivo-powered points-based loyalty program with VIP tiers, birthday rewards, and a referral mechanic ($5 off for both referrer and referee), plus a 30-day comfort guarantee that lowers trial risk. Marketing is primarily organic social (Instagram, Facebook, TikTok) plus blog/journal content emphasizing bamboo sustainability credentials, which are backed by B Corp, OEKO-TEX STANDARD 100, and FSC certifications. The company appears bootstrapped, with no disclosed funding rounds, parent company, headcount, or revenue figures.

Name

Boody ANZ

Legal name

Boody Australia Pty Limited

Website

https://boody.com

Company type

Private

Operating status

Operating

Short description

Boody ANZ is a private direct-to-consumer apparel brand selling bamboo-viscose intimates, underwear, loungewear, sleepwear, socks, and babywear to individual consumers across Australia, New Zealand, the US, Canada, the UK, and Europe.

Ownership category

akta.pro rank

Product category

Bamboo Apparel & Intimates

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Panties & Briefs (CRAAAIAB)

akta.pro secondary industries

Baby Apparel (0–24 months) (CRAAAHAA), Underwear & Socks (Children) (CRAAAHAI), Fast Fashion Intimates & Sleepwear (CRAAAGAH), Intimates, Hosiery & Sleepwear Wholesale (CRAOADAG)

Keywords

• Bamboo apparel
• Wireless intimates
• Seamfree underwear
• Sustainable basics
• Comfortable loungewear

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct E-commerce Sales: B2C e-commerce sales through boody.com and regional sites, selling directly to consumers with free shipping thresholds ($60+ US, CA$110+ Canada). Products include bras, underwear, loungewear, clothing, socks, and babywear.
2. Wholesale Distribution: Wholesale channel through 'Become a Stockist' program, supplying retailers with Boody products. No specific wholesale pricing or terms disclosed in source material.
3. Loyalty Program (The Lounge): Rivo-powered loyalty program earning points on purchases (e.g., 45 points on $45 bra). Points redeemable for discounts (200 points = $10). Includes VIP tiers, birthday rewards, and referral rewards ($5 off for referrer and referee).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Boody ANZ sells bamboo-viscose clothing and intimates directly to consumers through its e-commerce platform and wholesale stockists. The product range includes wireless bras, underwear, undershorts, base layers, loungewear, sleepwear, socks, and babywear manufactured across proprietary fabric collections (Bamboo Seamfree, FreeMesh™, LYOLYTE®). Core products are priced between $16 and $45 USD per item, with extended sizing from XS to 4XL and complementary programs such as a 30-day comfort guarantee and the Rivo-powered "The Lounge" loyalty program.

Product overview

Boody is a comfort-first essentials brand specializing in bamboo-derived clothing and intimates. The product portfolio consists of multiple fabric collections (Bamboo Seamfree, FreeMesh™, LYOLYTE®, Period Seamfree, Shaper Seamfree) and product categories including women's and men's bras, underwear, undershorts, clothing (base layers, dresses, jumpsuits, sweats), socks, and babywear. Core offerings center on wireless, seamfree intimates made from organically grown bamboo viscose, with key products including the Wireless T-Shirt Bra, Full Bust Wireless Bra, FreeMesh Full Bust Wireless Bra, Seamfree Padded Crop Bra, Full Briefs, Classic Bikini, and Thong. The brand differentiates through sustainability credentials (B Corp certified, OEKO-TEX® certified, bamboo cultivation using less water and zero pesticides) and a loyalty program (The Lounge) paired with a 30-day comfort guarantee. Products are primarily sold direct-to-consumer through regional websites (boody.com, boody.co.nz, boody.com.au) with an integrated Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Bamboo Seamfree Collection Boody's signature bamboo viscose fabric collection featuring seamless construction across underwear, bras, and base layers, offering four-way stretch and moisture-wicking comfort.
• FreeMesh™ Collection Breathable mesh fabric collection blending bamboo viscose with recycled nylon and elastane, featuring micro-gaps for airflow across multiple bralette and full bust bra silhouettes.
• LYOLYTE® Collection Lightweight bamboo lyocell collection with fine gauge fabric, bonded edges, and minimal seams, engineered for temperature regulation and moisture-wicking across bikinis, briefs, and bralettes.
• Period Seamfree Collection Leak-proof underwear and undershorts designed for period protection, featuring seamfree bamboo construction with built-in protection layers for moderate to heavy flow.
• Shaper Seamfree Collection Shapewear collection featuring seamfree construction with body-smoothing compression fabrics, including Shaper Undershorts and Shaper Long Undershorts.
• Signatures Collection Core best-selling essentials collection featuring the brand's signature bamboo viscose fabric across bras, underwear, and undershorts.
• Seamfree Padded Crop Bra Wire-free, seamfree crop bra with removable padding and wide non-adjustable straps, offering four-way stretch and light to medium support for B-D cups, priced at $28.00 USD.
• FreeMesh Full Bust Wireless Bra Full bust wireless bra in breathable FreeMesh fabric featuring double-layer cups, adjustable straps, and hook-eye back closure, designed for D-E cups with medium support, priced at $45.00 USD.
• Full Bust Wireless Bra Everyday wireless bra designed for fuller busts (D-F cups) with seamfree double-layered bamboo construction, full coverage fit, supportive soft rib band, and wide adjustable comfort straps, priced at $38.00 USD.
• Undershorts Bamboo undershorts available in multiple lengths (2-inch, 3-inch, 6-inch, 10-inch) and variants including Anti-Chafe, Shaping, and Period leak-proof options, featuring seamfree construction and bamboo viscose fabric.
• Base Layers Everyday tops and bottoms including short sleeves, long sleeves, tanks, singlets, dresses, leggings, and skirts, featuring bamboo viscose fabric with four-way stretch and moisture-wicking properties.
• Sweats Collection Casual sweatwear including quarter-zip sweaters, sweat pants, crew neck sweaters, and sweat shorts, made from bamboo-infused fabrics for everyday comfort.
• Babywear Collection Bamboo baby clothing including rompers, bodysuits, tops, bottoms, socks, and accessories, with matching mum and baby sets, designed for comfort and gentle on sensitive skin.
• Socks Bamboo socks available in multiple lengths (no-show, ankle, crew, knee-high) and thicknesses (thin, cushioned, thick), including everyday liner socks, sport ankle socks, and bed socks.
• Lounge & Sleep Collection Sleepwear and loungewear including loungewear tops, sleepwear, and elevated sweats, designed for comfort during rest and casual activities, suitable for both home and public settings.

Quantifiable outcome

• 130,000+ 5-star reviews demonstrating customer satisfaction
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Rivo (Loyalty Platform)coreTechnology or IntegrationRivo.io-powered loyalty program 'The Lounge' providing points-based rewards system, VIP tiers, referral tracking, and customer account management. Integrated into e-commerce checkout and account systems.
• Shopify (E-commerce Platform)coreTechnology or IntegrationShopify-powered e-commerce infrastructure for boody.com with features including product recommendations, inventory management, and checkout optimization.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ThirdLove: ThirdLove is a DTC intimates brand known for wireless bras, half-cup sizing, and extended size ranges. Comparable to Boody on wireless bra focus, extended sizing (XS-4XL overlap), and direct-to-consumer intimates category.
• Cariloha: Cariloha sells bamboo-based apparel, underwear, socks, and bedding direct-to-consumer with a similar sustainability positioning. Most directly comparable to Boody given shared bamboo-viscose fabric platform and DTC-first distribution.
• MeUndies: MeUndies is a DTC basics brand focused on underwear, loungewear, and socks with subscription mechanics and strong comfort branding. Closely comparable to Boody's core underwear/socks + comfort-first positioning and DTC GTM.
• Tommy John: Tommy John is a DTC apparel basics brand specializing in underwear, socks, and undershirts with a comfort-first value proposition and premium pricing. Directly comparable to Boody on product mix, DTC model, and comfort-led messaging.
• Knix: Knix is a DTC intimates brand with a category-defining period leak-proof underwear line and wireless bras. Comparable to Boody on shared wireless intimates + period product overlap and similar DTC go-to-market.
• Pact: Pact is a sustainable apparel basics brand selling organic cotton underwear, socks, and babywear via DTC. Comparable to Boody on sustainability certification-led positioning, baby/underwear/socks product overlap, and DTC model.
• Natori: Natori is a premium intimates and loungewear brand with extended sizing and wireless options across bras and sleepwear. Comparable to Boody on intimates + loungewear product mix and comfort/premium positioning.

Broad incumbents

• Calvin Klein: Calvin Klein is a global apparel incumbent with a leading underwear and intimates line sold through department stores and DTC. Comparable as a broad incumbent in the same intimates category competing with Boody's core offering.
• Bonds: Bonds is an ANZ heritage basics and underwear incumbent owned by Hanesbrands. Comparable as the regional incumbent in Boody's home market across underwear, socks, and babywear.
• Skims: Skims is a fast-scaling intimates and shapewear brand with extended sizing, body-inclusive marketing, and a strong DTC-plus-retail presence. Comparable as a broad incumbent Boody increasingly competes with in shapewear and wireless intimates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/boodyecowear
• Instagraminstagram.com/boody
• TikToktiktok.com/@boody

Compliance3 records

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 Boody ANZ