Thirty Three Threads

Thirty Three Threads

Growth Stage

A premium athleisure collective

A premium athleisure collective

Overview

Raised this Round: Raised: $716,747

Total Commitments ($USD)

Platform

StartEngine

Start Date

01/31/2021

Close Date

10/27/2021

Min. Goal
$10,000
Max. Goal
$1,070,000
Min. Investment

$250

Security Type

Equity - Common

Series

Series A

SEC Filing Type

RegCF    Open SEC Filing

Price Per Share

$2.00

Pre-Money Valuation

$36,000,000

Year Founded

2004

Industry

Apparel & Fashion

Tech Sector

FashionTech

Distribution Model

B2C

Margin

High

Capital Intensity

Low

Location

Vista, California

Business Type

Growth

Thirty Three Threads, with a pre-money valuation of $36 million, is raising funds on StartEngine. It is a collection of premium athleisure brands that make apparel, accessories, and socks. The collection of Thirty Three Threads is known for its style, design, and innovation. The three top brands of Thirty Three Threads include ToeSox, Tavi Noir, and Base 33. Joe Patterson founded Thirty Three Threads in 2004. The current crowdfunding round has a minimum target of $10,000 and a maximum target of $1,070,000, and the funds will be used to expand the offerings and grow the distribution. The products of Thirty Three Threads are sold through 6,000 locations in 64 countries. The brands have collaborations and partnerships with companies like Disney.

Summary Profit and Loss Statement

Most Recent Year Prior Year

Revenue

$15,074,413

$14,865,032

COGS

$5,325,278

$4,876,902

Tax

$1,620

$6,688

 

 

Net Income

$-576,349

$291,828

Summary Balance Sheet

Most Recent Year Prior Year

Cash

$459,001

$479,149

Accounts Receivable

$2,036,314

$1,107,738

Total Assets

$7,411,479

$8,483,134

Short-Term Debt

$4,760,761

$4,453,595

Long-Term Debt

$1,917,229

$2,740,153

Total Liabilities

$6,677,990

$7,193,748

Financials as of: 01/31/2021
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Synopsis

Ever since the advent of Lululemon leggings, athleisure has been a rapidly growing industry. Even before 2020, it was fashionable and comfortable to wear yoga pants and breathable fabrics. Then the pandemic hit, and a full year of working from home further drove interest in comfortable, functional athleisure. 

Thirty Three Threads is a collection of athleisure brands capitalizing on this enduring trend. The company produces high-quality leggings, sports bras, tops, and other apparel to help women transition seamlessly from the studio into their daily lives. Thirty Three Threads is also the owner of Toesox, a toeless grip sock brand created specifically for yoga, pilates, barre, and other shoeless workouts that require good grip. 

Thirty Three Threads has existed since 2004 and has grown steadily into a strong and profitable collection of three brands tailored to various niches of the athleisure market: women’s grip socks, women’s athleisure, and men’s athletic socks. The company generated more than $15 million in revenue last year and has the opportunity to expand its existing mix of revenue channels (currently focused on domestic and international wholesale) to include direct-to-consumer (DTC) online sales. 

Thirty Three Threads’ current StartEngine raise has been rated a Neutral Deal by the KingsCrowd investment team. 

Next Section: Price

Price

Thirty Three Threads is offering equity at a $36 million valuation. This price is much higher than most crowdfunding offerings, but that’s because Thirty Three Threads’ revenue is much higher than most. The company generated more than $15 million in revenue last year, so its $36 million valuation is just over a 2x revenue multiple. That’s a very reasonable multiple, particularly for a company with a long operating history and numerous patents. Balancing the overall high price against the company’s strong revenue, the price score for Thirty Three Threads is middle of the road.

Next Section: Market

Market

Thirty Three Threads is composed of three brands: a grip socks brand for women, an athleisure brand for women, and a sock brand for men. It’s not clear which brand drives the bulk of Thirty Three Threads’ revenue or whether each contribute equally, so we’ll assume that the company sits equally in the sock and athleisure markets. 

The global sock market was valued at $42.2 billion in 2018 with moderate growth expected through 2025. Athletic socks specifically compose a small share of that market, less than 20%. However, the athletic socks segment is expected to expand the most rapidly with a projected CAGR of 6.7% between 2019 and 2025. 

The athleisure market is large and expanding. It was valued at $300 billion in 2018 with strong growth expected in years to come. Athletic wear has transformed from clothing worn solely while working out to many millennials’ and Gen Z’s go-to wardrobe for day-to-day wear. This phenomenon has been particularly true during the pandemic when leggings and soft sweatshirts became a daily uniform. 

With both the sock and athleisure markets expanding in response to a global trend, Thirty Three Threads sits at the intersection of valuable categories. While the COVID-19 pandemic hurt Thirty Three Threads in several ways, one silver lining of the outbreak was increased consumer demand for the types of products that the company sells. Therefore, Thirty Three Threads’ market rating is strong.

Next Section: Team

Team

Thirty Three Threads was founded by Joe Patterson and his wife Christina in 2004. Patterson had several years of experience in sales at the time of Thirty Three Threads’ founding. He led the company for 15 years until November 2019 and remains as the chairman of the company’s board. 

These days Thirty Three Threads is led by Gill Hong, a seasoned athletic wear executive who most recently served as the executive vice president, chief merchandising officer, and head of international for Lands’ End. Hong has also held senior leadership roles at Oakley, LL Bean, Nike, and Speedo over the course of her over 30 year career. She is deeply experienced in consumer athletic brands, international merchandising, product design, sourcing, and much more — all extremely relevant to Thirty Three Threads. 

Hong’s background is almost exactly what investors would dream up for the ideal CEO of Thirty Three Threads. Her significant expertise is supported by former CEO Joe Patterson’s long history of managing the company. Therefore, Thirty Three Threads’ team rating is above average.

Next Section: Differentiators

Differentiators

Athleisure is an explosive category with new brands entering the market very frequently. Most athleisure products look about the same: leggings in various colors, sweatshirts and crop tops, sports bras, socks, etc. Thirty Three Threads’ athleisure brand, Tavi Noir, falls into this same pattern. Products look very similar to most things found at Athleta, Lululemon, Fabletics, or a number of other women’s athletic brands. The main difference is that neither Thirty Three Threads nor Tavi Noir are major brand names with years of recognition, so they automatically fall behind market leaders. 

Thirty Three Threads has a bit more differentiation from competitors with its Toesox brand, which seems to have been the company’s original property. Toesox are heavily patented and do seem to be the leading grip socks for workouts like pilates, yoga, and barre. 

Overall, Thirty Three Threads’ differentiation is a mixed bag. Its Toesox are distinct and superior to competitors. However, its other products are difficult to distinguish from those of Lululemon and other leaders. Therefore, Thirty Three Threads’ differentiation rating is moderate. 

Next Section: Performance

Performance

Thirty Three Threads stands out for its sheer quantity of annual revenue, which is at a level rarely seen in crowdfunding offerings. The company generated more than $15 million in revenue for the fiscal year ending in June 2020 and turned a net profit of $699,695. Notably, this traction includes very few e-commerce sales. The bulk of Thirty Three Threads’ revenue comes from domestic wholesale, leaving a large opportunity for future expansion into higher-margin DTC revenue streams. 

The strength of Thirty Three Threads’ revenue gives the company a very high rating on performance. However, investors should note a key caveat not reflected in that figure. Because Thirty Three Threads’ fiscal year runs through June 2020, 2020 revenue figures only reflect about three months of the COVID-19 pandemic. The pandemic has undoubtedly hit Thirty Three Threads hard, since much of its sales come from in-studio purchases at hundreds of locations. Those locations have likely been closed for most or all of the last year, putting a dent in Thirty Three Threads’ revenue. There is a strong chance that revenue data for 2021 will underperform 2020.

Next Section: Bearish Outlook

Bearish Outlook

Thirty Three Threads seems to be a company in transition, and one that was hit hard by the pandemic. The company’s 15-year CEO departed in November 2019, leaving its new executive only months to onboard before COVID-19 shut down all of the company’s retail partners (boutique fitness studios). Thirty Three Threads took out a paycheck protection program (PPP) loan to sustain itself through COVID-19, and it’s not clear yet how much the pandemic impacted financial performance. 

These troubles aren’t positive signs for a company that already seems to struggle with differentiation and building a lucrative e-commerce business. Many boutique fitness studios are closing due to the pandemic or are struggling to compete with the boom in high-quality at-home fitness devices like Peloton and Mirror. Thirty Three Threads needs to adjust rapidly to a more online-shopping-centric future to separate its revenue from these struggling businesses. While the company’s CEO has impressive experience in retail merchandising, she may not be the best-suited to steer the company toward this DTC future.

Next Section: Bullish Outlook

Bullish Outlook

Thirty Three Threads is a profitable business (at least as of June 2020) with a long operating history and deep experience in retail sales of fitness apparel. The company generated more than $15 million in revenue last year, and products are available for sale in hundreds of stores worldwide. Athleisure and athletic socks are growing markets, and Thirty Three Threads is well-positioned to nab a slice of those pies. 

While Thirty Three Threads is likely facing a difficult period in its history due to the pandemic’s impact on boutique fitness studios, the company is led by a seasoned CEO with deep expertise in building fitness brands. Gill Hong’s past executive roles at Nike, Oakley, Lands’ End, and more have granted her years of experience navigating the ups and downs of global apparel businesses, which is undoubtedly an asset during this volatile time. It’s particularly encouraging that Hong is participating in this crowdfunding round with a sizable amount of her own personal capital, giving investors a strong sign that Hong is confident about the future of Thirty Three Threads. 

Next Section: Executive Summary

Executive Summary

Thirty Three Threads is an athleisure and specialized fitness apparel company producing grip socks for yoga, pilates, and barre alongside a broader portfolio of women’s sporting clothes and men’s athletic socks. The 15-year-old company generated more than $15 million in revenue in 2020 and turned a profit. It’s led by one of the most experienced CEOs that we’ve seen from a crowdfunding company lately.  

On the other hand, Thirty Three Threads has been hit hard by the pandemic, as most of its apparel is sold through boutique fitness studios that were closed for much or all of the last year. The pandemic highlighted Thirty Three Threads’ lack of revenue diversification. A stronger e-commerce channel would have sustained Thirty Three Threads during the lockdown, but the company has not yet devoted significant energy to online sales. Therefore, Thirty Three Threads has been rated a Neutral Deal. 

For questions regarding the KingsCrowd staff pick or ratings for this company, please reach out to support@kingscrowd.com

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Thirty Three Threads on StartEngine
Platform: StartEngine
Security Type: Equity - Common
Valuation: $36,000,000
Price per Share: $2.00

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