# Ruby Ribbon

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/ruby-ribbon

- Industry: Retail
- Headquarters: New York, US
- Website: www.rubyribbon.com
- Total disclosed funding: $19M
- Latest round: Series C (Nov 6, 2015)
- Investors on record: 4

## About

Ruby Ribbon is a women's apparel company specializing in shape-enhancing garments, such as camisoles and demiettes, designed to empower women with stylish and functional undergarments that cater to diverse body types.Ruby Ribbon was founded in 2011, headquartered in New York, US, and focuses on producing women's apparel, particularly shape-enhancing garments. The company has successfully raised funding through 3 deals, with the most recent being a Series C round on November 6, 2015, where they secured USD 7.50 mn from investors including DBL Partners, Direct Selling Capital, Mohr Davidow Ventures, and Trinity Ventures, bringing the total amount raised to USD 7.50 mn. The company is led by CEO Clint Mckinlay, with founder Deborah Uri also playing a significant role in its establishment.Ruby Ribbon, Inc. specializes in women's apparel, focusing primarily on shape-enhancing garments such as camisoles and demiettes. The company's core product offerings are designed to provide varying levels of support and compression, tailored to meet diverse body types and style preferences. Their products range from Level 2 smoothing to Level 5 maximum support, catering to both everyday casual wear and more formal occasions. Ruby Ribbon aims to empower women by offering solutions that enhance their natural shape and provide comfort during various activities. The company primarily serves a direct-to-consumer market in regions such as the United States, where customers seek stylish and functional undergarments that align with their personal fashion choices.Ruby Ribbon generates revenue through direct sales of its products to consumers, with a clear focus on online transactions. The transaction structure is based on a straightforward retail model where customers can purchase individual items, such as their signature camis and demiettes, at set prices. Specific pricing details indicate that products are available across various price points, facilitating access for a broad range of customers. The company's sales strategy leverages a strong online presence, encouraging customers to engage through platforms such as email newsletters and social media. Revenue is driven by repeat purchases from satisfied customers who appreciate the brand's commitment to quality and fit, ensuring a steady stream of income through direct customer interactions.In November 2015, Ruby Ribbon raised USD 7.50 mn in Series C financing co-led by DBL Investors and Direct Selling Capital. Recent funding will be utilized to introduce new products designed to enhance their existing line of shape-enhancing garments, with a focus on expanding into additional markets within the United States. The company plans to target new customer segments and explore opportunities for international expansion, although specific regions and timelines have not been confirmed.

## Funding rounds

- Series C, Nov 6, 2015, $7.5M — Mohr Davidow Ventures, Trinity Ventures, DBL Partners, Direct Selling Capital
- Series B, Jan 4, 2013, $8.5M — Mohr Davidow Ventures, Trinity Ventures
- Seed, May 1, 2012, $3M — Trinity Ventures

## Investors

- Trinity Ventures (https://capitalatlas.ai/funds/trinity-ventures) — Seed, Series B, Series C
- Mohr Davidow Ventures (https://capitalatlas.ai/funds/mohr-davidow-ventures) — Series B, Series C
- DBL Partners (https://capitalatlas.ai/funds/dbl-partners) — Series C
- Direct Selling Capital (https://capitalatlas.ai/funds/direct-selling-capital) — Series C