# Ellie

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/ellie

- Industry: Consumer Products
- Headquarters: Bell, US
- Website: www.ellie.com
- Total disclosed funding: $2M
- Latest round: Seed (Feb 1, 2013)
- Investors on record: 5

## About

Ellie is a subscription-based service that offers customizable activewear specifically designed for women. The platform allows users to select outfits tailored to their styles, enhancing their fitness experience.Founded in 2013, Ellie operates out of Bell, US, focusing on providing tailored activewear solutions for women. The company has adapted its business strategy by emphasizing a subscription model that allows customers to curate their outfits monthly. Ellie has successfully completed a Seed funding round, raising a total of USD 2.00 mn, with notable investors including Blumberg Capital, Rustic Canyon Partners, Trinity Ventures, Wavemaker Partners, and White Star Capital. The company has engaged in three financial deals to date.Ellie specializes in providing a monthly subscription service that delivers activewear specifically catered to women. The core offering includes a customizable box that allows members to select their favorite styles and outfits, with options to mix and match pieces to create unique looks. Subscribers receive a credit each month that can be used to purchase items from the company's website, which features a wide range of activewear such as leggings, shorts, sports bras, and various tops. The service not only focuses on delivering quality workout apparel but also emphasizes affordability by allowing customers to access VIP discounts and exclusive new arrivals every month. Ellie primarily serves a customer base of women engaged in fitness and active lifestyles, catering to markets in the United States and select international regions.Ellie's revenue model is built on a subscription-based structure, where customers purchase their first outfit to sign up for the service. Following this, members receive a monthly credit that can be utilized to buy additional items on the platform. Revenue is generated through direct-to-consumer transactions, relying on the attractiveness of their products, which are marketed as being less expensive than traditional retail options. Standard pricing for individual items includes significant discounts for VIP members, providing a cost-effective solution for customers seeking high-quality activewear. The company's flagship offering includes curated outfits that are updated monthly, ensuring continual engagement and satisfaction among subscribers.Ellie has plans to expand its product line by introducing new activewear items designed specifically for seasonal collections, with a planned launch in the upcoming quarter. Additionally, there are intentions to penetrate new geographic markets, particularly targeting Europe and Canada by mid-2024. Recent funding will be utilized to support these initiatives, enhancing product development and marketing strategies to reach a broader audience. This strategic growth follows the exit of Wavemaker Partners from its stake in Ellie, illustrating a shift in investor interest.

## Funding rounds

- Seed, Feb 1, 2013, $2M — Trinity Ventures, Rustic Canyon Partners, Blumberg Capital, Wavemaker Partners, White Star Capital

## Investors

- Trinity Ventures (https://capitalatlas.ai/funds/trinity-ventures) — Seed
- Rustic Canyon Partners (https://capitalatlas.ai/funds/rustic-canyon-partners) — Seed
- Blumberg Capital (https://capitalatlas.ai/funds/blumberg-capital) — Seed
- Wavemaker Partners (https://capitalatlas.ai/funds/wavemaker-partners) — Seed
- White Star Capital (https://capitalatlas.ai/funds/white-star-capital) — Seed