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Rumpl: The $10M Blanket Empire
How a performance blanket brand blurred the line between outdoor gear and indoor comfort
In a world where outdoor gear is either too rugged or too flimsy, Rumpl carved out a unique niche by making blankets that are as comfortable on a mountain peak as they are on a living room couch. With $10.7M in revenue and 52 employees, they've built a cult following around one simple premise: performance materials should live indoors too.
"They didn't just sell blankets—they sold permission to get comfortable anywhere, anytime."
The Founder-Led Vision
Wylie Robinson, CEO, built Rumpl on a simple insight: outdoor gear was missing the comfort factor. With a lean team of 52, they've maintained founder-led vision while scaling to $10.7M in revenue. The leadership team includes Ellyn Craven (VP Finance), Josh Weichhand (VP Global Brand Marketing), and Rocco Villano (VP Operations)—a core group that has stayed remarkably stable as they've grown.
The Growth Playbook
Rumpl's strategy is a masterclass in community-driven growth. They've built a multi-platform presence (TikTok, Instagram, YouTube, Facebook, LinkedIn) that doesn't just sell—it educates and entertains. Their blog ('gorumpl') serves as a content hub, while their social channels showcase user-generated content from actual outdoor adventures. This creates a flywheel: customers become advocates, advocates create content, content drives new customers.
The technical stack reveals a modern, performance-focused e-commerce operation: jQuery for interactivity, Swiper and Slick for carousels, Tailwind CSS and Bootstrap for responsive design, and PWA capabilities for mobile optimization. They're leveraging lazy loading and priority hints—technical choices that prioritize user experience and conversion. The presence of Ant Design suggests a sophisticated admin interface for managing their growing operation.
- Built a category-defining product: the performance blanket
- Scaled to $10.7M with just 52 employees (exceptional efficiency)
- Mastered multi-channel storytelling (social + blog + user content)
- Maintained founder-led culture while scaling operations
- Technical stack optimized for performance and conversion
Rumpl Proves That Niche is the New Scale
By owning the 'performance blanket' category completely, they've built a $10M business that competitors can't easily replicate. Their secret isn't marketing—it's product obsession and community authenticity.
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Rumpl | Blankets Made For Hiking, Camping, Beach and so Much More
Rumpl makes versatile and durable outdoor blankets using performance materials and insulation, blurring the line between indoor comfort and outdoor capability. Free shipping for orders $49+ within the contiguous U.S.
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About gorumpl.com
Rumpl makes versatile and durable outdoor blankets using performance materials and insulation, blurring the line between indoor comfort and outdoor capability. Free shipping for orders $49+ within the contiguous U.S.
Company Overview
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Technology Stack
gorumpl.com uses 36 technologies across their website including UserWay, Font Awesome, Adobe Fonts, hCaptcha, HSTS, and more.
Accessibility
UserWay
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Programming Languages
PHP
CDN
jsDelivr
Cloud & Hosting
Amazon S3, Amazon Web Services, AWS CloudFront, Cloudflare
Traffic & Audience
gorumpl.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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