Shibumi Shade is a lightweight alternative to traditional beach umbrellas. Designed by co-founders Dane Barnes, Scott Barnes and Alex Slater in 2015, the arch-shaped canopies are made of polyurethane and set up in seconds, providing shade and wind protection for two adults, while packing up smaller than any other tent-style shelter. They are also taking American beaches by storm, and gaining a cult-like following.
The Shibumi Shade harnesses wind to stay stable and offers a large shaded area, featuring aluminum tubing, parachute fabric and a sand anchor.
Shibumi's first prototype was created using PVC pipe, fabrics, and a home sewing machine. After local success, Shibumi contracted with manufacturing partners and expanded its operations.
Shibumi Shades has experienced significant growth, selling over 300,000 units since its inception, with sales growing 75% year over year since 2019. The Classic Canopy, their signature product, is priced at $275, totaling potential sales of $82.5 million. The company aims for global expansion while focusing on capturing more beach territories in the U.S.
The company offers upgrades and new color combinations, including a "Quiet Canopy" version, a pink-and-orange shade, and a "wind assist" kit, catering to customer feedback and preferences.
Shibumi's retail strategy was to target the single best store in each beach market, leading to partnerships with iconic retailers. It expanded to 370 independent stores before collaborating with big-box retailers like REI and Dick's Sporting Goods. Shibumi Shades are currently available in over 200 retail locations, including Dick's Sporting Goods and REI.
The company also uses a word-of-mouth strategy by including business cards with each purchase to spark interest and drive sales.
The company has 22 full-time employees and operates a 17,000-square-foot warehouse in Raleigh.
The growing popularity of Shibumi has led to the emergence of copycat products, which the company fights using 15-registered patents.
The company has released new product variants like the Mini and Wind Assist.
An investment firm named Stripes has acquired a stake in Shibumi, aiming to support its growth and expansion.
This article was written in collaboration with Generative AI news company Alchemiq
Sources: Slate, New York Times, Post and Courier, News and Observer, Inc., Axios, Forbes.