naadam.co
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Naadam: The $23M Cashmere Disruptor
How a direct-to-consumer brand is challenging luxury pricing with radical transparency
While traditional luxury brands mark up cashmere sweaters by 800%, Naadam sells theirs for $75. This isn't just a pricing strategy—it's a supply chain revolution that's generated $23.2M in revenue with just 102 employees.
"They're not just selling cashmere—they're dismantling the entire luxury supply chain markup model."
The Pricing Paradox
Naadam's core thesis is audacious: luxury materials shouldn't require luxury markups. By sourcing directly from Mongolian herders and cutting out every middleman, they've built a vertically integrated model that delivers 100% cashmere sweaters at a fraction of traditional prices. This isn't just discount retailing—it's structural reinvention of how luxury goods reach consumers.
Growth Through Contradiction
The 2.3/5 Trustpilot rating reveals a fascinating tension. While their product promise (premium cashmere at accessible prices) resonates, the execution appears to struggle. With 227 reviews, this isn't a blip—it's a systemic challenge. Yet the $23.2M revenue suggests they're scaling faster than their customer experience can evolve. For investors, this represents both risk and opportunity: the demand is proven, but the infrastructure needs work.
Their tech stack tells a story of pragmatism over polish. Using jQuery alongside modern tools like Vite and Tailwind CSS suggests a team focused on shipping over perfection. This is a company that prioritizes product-market fit over technical elegance—a telling choice for a retail disruptor.
- Radical supply chain transparency (Mongolian herder partnerships)
- Vertical integration strategy bypassing traditional luxury gatekeepers
- 102 employees generating $227K revenue per employee—exceptional efficiency
- Trustpilot disconnect: product-market fit vs operational execution gap
The Cashmere Revolution Has Arrived
Naadam proves luxury materials can be democratized, but scaling operations remains their biggest challenge. For founders: this is a masterclass in product-market fit, but a cautionary tale on operational excellence.
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Reviews (20)
Customer service was rough, but I got my items on time.
I was trying to get a christmas present before Christmas. I bought three sweaters. The website advertised I would recieve them before Christmas and I paid an expedite fee to make sure I would get them on time. The tracking later said I would not recieve them on time. I contacted customer service, who basically told me they wouldn't do anything for me, and they didn't do it politely. They did anyway. The shipping was changed and I got the sweaters just on time. I was really unhappy with this company temporarily, but they fixed my problem and the sweaters are nice too.
Naadam was weeks late fulfilling an…
Madam was dreadfully late fulfilling an order for Xmas that I placed in mid November. I couldn't get my xmas gifts out in time. I got an unsolicited, heartfelt, earnest, long apology letter that apparently sent to everyone affected by the delay. The owner of the company signed it "Love, Matt." He could not have sounded more remorseful about the delay. I could do without this kind of love. The coupon didn't apply to what I decided to buy. I followed up with customer serve who confirmed the coupon didn't apply. I responded that this sounded nothing like a sincere gesture of apology. It sounded like Matt was using the pretense of being sorry for having made a mistake to his advantage - so he could move slow-moving merchandise. I have not heard from the promised "team member that can further assist” me with this in over 2 weeks. This company initially appealed to me because it WAS so caring and conscientious, both to its customers and suppliers. To judge by my experience and the multiple negative customer service reviews I just discovered, that appears to be no longer. Follow up two hours after posting this review: I got a note fro the company that they would honor the coupon. I don't know if my review spurred them to action. Or maybe the timing was a coincidence.? I'm raising my review from one star to two on the basis of them having taken this action.
Horrible customer service
Horrible customer service and logistics. The quality of the product has also gone down.
Cannot get a response after 3 attempts…
Cannot get a response after 3 attempts to exchange product. No phone support.
Customer service sucks
Customer service sucks. Do not respond to emails and have no phone number. Stuck with $300 voucher instead of refund even though item was returned as per their policy. Extremely disappointing!
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About naadam.co
Company Overview
Technology Stack
naadam.co uses 32 technologies across their website including AccessiBe, Font Awesome, Adobe Fonts, hCaptcha, HSTS, and more.
Accessibility
AccessiBe
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
CDN
unpkg
Cloud & Hosting
AWS CloudFront, Cloudflare
Email Marketing
Klaviyo
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