In 2024, the retail landscape is being reshaped by the remarkable strategies of leading direct-to-consumer (DTC) brands. From Cuts' premium everyday wear to Jenni Kayne's luxury home goods, these companies have captivated a global online audience. Based on data from Particl, let's rank the top 10 online DTC brands of 2024, highlighting their revenue, growth rates, and market influence.
Most Popular Online DTC Brands in 2024
| Ranking | Category |
|---|---|
| 1. Cuts | Innovative marketplace model and premium everyday wear. |
| 2. BYLT Basics | Durable, high-quality basics designed for endurance. |
| 3. Outdoor Voices | Community-driven athleisure brand. |
| 4. Birddogs | Versatile performance apparel. |
| 5. Huckberry | Adventure gear and lifestyle products. |
| 6. Summersalt | Eco-friendly swimwear and travel wear. |
| 7. ThirdLove | Inclusive lingerie and comfort-focused pieces. |
| 8. Tommy John | Ergonomic, comfortable undergarments and loungewear. |
| 9. Malbon Golf | Stylish, performance-oriented golf apparel. |
| 10. Jenni Kayne | Timeless luxury home goods and apparel. |
1. Cuts Clothing
CUTS Clothing began with a single vision: to create the perfect T-shirt. The company has since expanded into a holistic lifestyle brand, characterized by its minimalist and functional designs. Establishing the CUTS Marketplace, the company has leveraged a peer-to-peer model managed by Treet, promoting sustainability through resale of their high-quality products. Sellers on CUTS Marketplace benefit from lucrative incentives, receiving up to 110% store credit payouts, fostering a vibrant community of buyers and sellers alike.
- 2024 Latest Revenue: $100 million
- Growth Rate: 20%
- Market Share: 5% of the direct-to-consumer men's premium casual apparel market
- Industry Ranking: Within top 10 premium casual wear brands in the U.S.
2. BYLT Basics
BYLT Basics continues to innovate within the basic apparel category, focusing heavily on quality and fit. Founded by Eric Mear and Aaron Hinde, the company emphasizes durability and comfort through innovative materials. Known for their rugged yet stylish everyday wear, BYLT Basics has attracted a dedicated following seeking quality in simplicity. Known for their elevated basics, they’ve carved a niche market that complements the offerings of competitors like Cuts Clothing and Outdoor Voices.
- 2024 Latest Revenue: $85 million
- Growth Rate: 18%
- Market Share: 4% in the essentials and loungewear segment
- Industry Ranking: Top 5 for men’s essentials
3. Outdoor Voices
Outdoor Voices has positioned itself as a leader in the athleisure and activewear space, emphasizing community-driven brand experiences and sustainable practices. Founded by Tyler Haney in Austin, Texas, Outdoor Voices emphasizes the joy of movement. With a mission to redefine activewear, the company designs versatile athletic apparel that fits seamlessly into various aspects of life. Outdoor Voices prides itself on fostering community and inclusivity, encouraging exercise as a joyful, everyday activity.
- 2024 Latest Revenue: $110 million
- Growth Rate: 15%
- Market Share: 6% of the athleisure market
- Industry Ranking: Top 10 across activewear
4. Birddogs
With a focus on functional yet stylish activewear and shorts, Birddogs has become a favorite among younger demographics. Known for their innovative combination of working attire and athletic functionality, Birddogs has carved a niche in the men's apparel market. Founded by Chris Mason, the brand gained notoriety with shorts that integrate comfortable liners, appealing to a wide audience looking for versatility and style.
- 2024 Latest Revenue: $75 million
- Growth Rate: 22%
- Market Share: 3% in men’s activewear and loungewear
- Industry Ranking: Top 15 in casual athletic wear
5. Huckberry
Huckberry’s curated marketplace and exclusive brand collaborations have maintained its status as a leading online retailer for adventure gear and stylish apparel. Huckberry was founded by Richard Greiner and Andy Forch in San Francisco as an online shop catering to adventurous spirits. With a curated selection of high-quality gear and apparel, Huckberry provides a platform that blends shopping with storytelling, showcasing products that inspire exploration and discovery. Their strategy includes leveraging content to drive customer engagement and sales.
- 2024 Latest Revenue: $120 million
- Growth Rate: 12%
- Market Share: 7% in adventure and lifestyle retail
- Industry Ranking: Top 5 in men’s lifestyle gear
6. Summersalt
Summersalt's distinctive fit-centric swimwear and resort wear have garnered significant traction, particularly in direct-to-consumer space. Co-founded by Reshma Chamberlin and Lori Coulter, Summersalt made waves in the swimwear market with its data-driven approach to fit and comfort. They’ve focused on body-inclusive marketing and sustainable materials.
- 2024 Latest Revenue: $90 million
- Growth Rate: 19%
- Market Share: 8% in women’s swimwear
- Industry Ranking: Top 5 swimwear brands
7. ThirdLove
ThirdLove’s innovative approach to lingerie, driven by data and inclusivity, has made it a frontrunner in the online lingerie market. Founded by Heidi Zak and David Spector, ThirdLove has revolutionized the lingerie industry with a focus on inclusive sizing and comfort. Pioneering "half-cup" sizes, ThirdLove provides a customized fit that resonates with many body types. The company’s fit-centric approach continues to differentiate it from traditional competitors.
- 2024 Latest Revenue: $95 million
- Growth Rate: 21%
- Market Share: 6% in the online lingerie segment
- Industry Ranking: Top 3 in direct-to-consumer bras
8. Tommy John
Known for its comfortable undergarments and loungewear, Tommy John has expanded its product range significantly. Founded by Tom Patterson and Erin Fujimoto, Tommy John has redefined men's underwear and beyond with a focus on comfort and functionality. The brand's innovative use of materials and ergonomic designs ensure a stay-put fit that has expanded into a comprehensive line of men's and women's apparel. Their emphasis on comfort and quality resonates well within their target market.
- 2024 Latest Revenue: $115 million
- Growth Rate: 17%
- Market Share: 5% in men’s premium underwear
- Industry Ranking: Top 5 in premium undergarments
9. Malbon Golf
Catering to a niche market of stylish golf apparel, Malbon Golf has experienced steady growth fueled by the increasing popularity of golf among younger consumers and a dedicated online community. Founded by Stephen and Erica Malbon, Malbon Golf merges style with performance in the golf apparel market. Known for its playful yet sophisticated designs, Malbon Golf brings a fresh perspective to the sport's traditional attire, targeting a young, fashion-forward audience.
- 2024 Latest Revenue: $70 million
- Growth Rate: 23%
- Market Share: 4% in the golf apparel market
- Industry Ranking: Top 5 in niche golf fashion
10. Jenni Kayne
Jenni Kayne’s lifestyle brand, known for its effortlessly chic clothing and home décor, continues to captivate its audience. The namesake label founded by designer Jenni Kayne epitomizes California cool with its elegant yet effortless lifestyle brand. Jenni Kayne builds on simplicity and quality by offering home goods, clothing, and accessories, creating pieces that promise timeless appeal and lasting comfort. Their expansion into new product lines and consistent brand messaging have elevated their market position.
- 2024 Latest Revenue: $140 million
- Growth Rate: 20%
- Market Share: 5% in luxury home and apparel
- Industry Ranking: Top 10 in luxury lifestyle brands
