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Gross margin of consumer brands, from annual reports

The gross margin 60 US-listed consumer companies report: a median of 48.4%, from 28.1% (PetMed Express) to 79.4% (ThredUp). Each links to its filing.

Gross margin, 60 of the 60 companies in the dataset: each from its latest annual report.
  1. ThredUp79.4%
  2. USANA Health Sciences78.3%
  3. Herbalife77.9%
  4. LifeVantage77.6%
  5. The Estée Lauder Companies75.5%
  6. The RealReal74.6%
  7. Hims & Hers Health73.8%
  8. Nature's Sunshine72.4%
  9. Medifast71.3%
  10. e.l.f. Beauty70.7%
  11. Nu Skin69.4%
  12. J.Jill68.7%
  13. FIGS66.5%
  14. SkinHealth Systems65.3%
  15. Coty62.9%
  16. Levi Strauss & Co.61.7%
  17. BARK61.3%
  18. Crocs58.3%
  19. Deckers Outdoor57.7%
  20. Brilliant Earth57.5%
  21. YETI57.4%
  22. a.k.a. Brands57.3%
  23. lululemon athletica56.6%
  24. The Lovesac Company56.4%
  25. Warby Parker54.0%
  26. Grove Collaborative53.7%
  27. Revolve Group53.5%
  28. Duluth Holdings53.4%
  29. Peloton52.6%
  30. Lands' End48.7%
  31. Zevia48.0%
  32. Vera Bradley46.4%
  33. Williams-Sonoma46.2%
  34. Under Armour45.5%
  35. Carter's45.4%
  36. RH44.1%
  37. Stitch Fix43.7%
  38. Sonos43.7%
  39. Lulu's Fashion Lounge43.2%
  40. NIKE42.9%
  41. Edgewell Personal Care41.6%
  42. Steven Madden41.6%
  43. Allbirds (Smartbird, Inc.)41.0%
  44. Purple Innovation40.2%
  45. Signet Jewelers39.5%
  46. Traeger39.2%
  47. Arhaus38.9%
  48. Petco38.7%
  49. 1-800-Flowers.com38.0%
  50. Laird Superfood37.9%
  51. The Vita Coco Company36.5%
  52. American Eagle Outfitters36.5%
  53. Urban Outfitters36.0%
  54. Torrid34.8%
  55. Black Rifle Coffee (BRC Inc.)34.6%
  56. GoPro33.6%
  57. The Honest Company33.3%
  58. Wayfair30.2%
  59. Chewy29.8%
  60. PetMed Express28.1%

Median 48.4%, marked on each bar.

Each company’s figure, what the report prints, and the report itself
CompanyVerticalGross margin
ThredUp TDUPForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Fashion resale79.4%Revenue $310.8 million, gross profit $246.8 million
USANA Health Sciences USNAForm 10-K for the year ended 3 January 2026, read 13 October 2026 (opens in a new tab)Supplements78.3%Revenue $925.3 million, gross profit $724.4 million
Herbalife HLFForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Supplements77.9%Revenue $5.04 billion, gross profit $3.92 billion
LifeVantage LFVNForm 10-K for the year ended 30 June 2026, read 13 October 2026 (opens in a new tab)Supplements77.6%Revenue $182.6 million, gross profit $141.6 million
The Estée Lauder Companies ELForm 10-K for the year ended 30 June 2026, read 13 October 2026 (opens in a new tab)Beauty75.5%Revenue $15.05 billion, gross profit $11.36 billion
The RealReal REALForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Fashion resale74.6%Revenue $692.8 million, gross profit $516.8 million
Hims & Hers Health HIMSForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Personal care and household73.8%Revenue $2.35 billion, gross profit $1.73 billion
Nature's Sunshine NATRForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Supplements72.4%Revenue $480.1 million, gross profit $347.7 million
Medifast MEDForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Supplements71.3%Revenue $385.8 million, gross profit $275.2 million
e.l.f. Beauty ELFForm 10-K for the year ended 31 March 2026, read 13 October 2026 (opens in a new tab)Beauty70.7%Revenue $1.64 billion, gross profit $1.16 billion
Nu Skin NUSForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Supplements69.4%Revenue $1.49 billion, gross profit $1.03 billion
J.Jill JILLForm 10-K for the year ended 31 January 2026, read 13 October 2026 (opens in a new tab)Apparel68.7%Revenue $596.5 million, gross profit $409.7 million
FIGS Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Apparel66.5%Revenue $631.1 million, gross profit $419.8 million
SkinHealth Systems SKINForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Beauty65.3%Revenue $300.8 million, gross profit $196.4 million
Coty Form 10-K for the year ended 30 June 2026, read 13 October 2026 (opens in a new tab)Beauty62.9%Revenue $5.81 billion, gross profit $3.65 billion
Levi Strauss & Co. LEVIForm 10-K for the year ended 30 November 2025, read 13 October 2026 (opens in a new tab)Apparel61.7%Revenue $6.28 billion, gross profit $3.88 billion
BARK Form 10-K for the year ended 31 March 2026, read 13 October 2026 (opens in a new tab)Pet61.3%Revenue $394.8 million, gross profit $241.9 million
Crocs CROXForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Footwear58.3%Revenue $4.04 billion, gross profit $2.36 billion
Deckers Outdoor DECKForm 10-K for the year ended 31 March 2026, read 13 October 2026 (opens in a new tab)Footwear57.7%Revenue $5.47 billion, gross profit $3.16 billion
Brilliant Earth BRLTForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Jewelry and accessories57.5%Revenue $437.5 million, gross profit $251.5 million
YETI Form 10-K for the year ended 3 January 2026, read 13 October 2026 (opens in a new tab)Outdoor gear, fitness and electronics57.4%Revenue $1.87 billion, gross profit $1.07 billion
a.k.a. Brands AKAForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Online fashion57.3%Revenue $600.2 million, gross profit $344.1 million
lululemon athletica LULUForm 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)Apparel56.6%Revenue $11.10 billion, gross profit $6.28 billion
The Lovesac Company LOVEForm 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)Home and furniture56.4%Revenue $697.1 million, gross profit $393.2 million
Warby Parker WRBYForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Jewelry and accessories54.0%Revenue $871.9 million, gross profit $470.6 million
Grove Collaborative GROVForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Personal care and household53.7%Revenue $173.7 million, gross profit $93.3 million
Revolve Group RVLVForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Online fashion53.5%Revenue $1.23 billion, gross profit $655.8 million
Duluth Holdings DLTHForm 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)Apparel53.4%Revenue $565.2 million, gross profit $301.6 million
Peloton PTONForm 10-K for the year ended 30 June 2026, read 13 October 2026 (opens in a new tab)Outdoor gear, fitness and electronics52.6%Revenue $2.45 billion, gross profit $1.29 billion
Lands' End LEForm 10-K for the year ended 30 January 2026, read 13 October 2026 (opens in a new tab)Apparel48.7%Revenue $1.34 billion, gross profit $650.2 million
Zevia ZVIAForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Food and beverage48.0%Revenue $161.3 million, gross profit $77.4 million
Vera Bradley VRAForm 10-K for the year ended 31 January 2026, read 13 October 2026 (opens in a new tab)Jewelry and accessories46.4%Revenue $269.7 million, gross profit $125.0 million
Williams-Sonoma WSMForm 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)Home and furniture46.2%Revenue $7.81 billion, gross profit $3.60 billion
Under Armour UAAForm 10-K for the year ended 31 March 2026, read 13 October 2026 (opens in a new tab)Apparel45.5%Revenue $4.97 billion, gross profit $2.26 billion
Carter's CRIForm 10-K for the year ended 3 January 2026, read 13 October 2026 (opens in a new tab)Apparel45.4%Revenue $2.90 billion, gross profit $1.31 billion
RH Form 10-K for the year ended 31 January 2026, read 13 October 2026 (opens in a new tab)Home and furniture44.1%Revenue $3.44 billion, gross profit $1.52 billion
Stitch Fix SFIXForm 10-K for the year ended 1 August 2026, read 13 October 2026 (opens in a new tab)Online fashion43.7%Revenue $1.35 billion, gross profit $588.5 million
Sonos SONOForm 10-K for the year ended 27 September 2025, read 13 October 2026 (opens in a new tab)Outdoor gear, fitness and electronics43.7%Revenue $1.44 billion, gross profit $630.5 million
Lulu's Fashion Lounge LVLUForm 10-K for the year ended 28 December 2025, read 13 October 2026 (opens in a new tab)Online fashion43.2%Revenue $282.3 million, gross profit $122.1 million
NIKE NKEForm 10-K for the year ended 31 May 2026, read 13 October 2026 (opens in a new tab)Footwear42.9%Revenue $46.40 billion, gross profit $19.91 billion
Edgewell Personal Care EPCForm 10-K for the year ended 30 September 2025, read 13 October 2026 (opens in a new tab)Personal care and household41.6%Revenue $2.22 billion, gross profit $924.9 million
Steven Madden SHOOForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Footwear41.6%Revenue $2.52 billion, gross profit $1.05 billion
Allbirds (Smartbird, Inc.) BIRDForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Footwear41.0%Revenue $152.5 million, gross profit $62.6 million
Purple Innovation PRPLForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Home and furniture40.2%Revenue $468.7 million, gross profit $188.6 million
Signet Jewelers SIGForm 10-K for the year ended 31 January 2026, read 13 October 2026 (opens in a new tab)Jewelry and accessories39.5%Revenue $6.81 billion, gross profit $2.69 billion
Traeger COOKForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Outdoor gear, fitness and electronics39.2%Revenue $559.5 million, gross profit $219.3 million
Arhaus ARHSForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Home and furniture38.9%Revenue $1.38 billion, gross profit $536.4 million
Petco WOOFForm 10-K for the year ended 31 January 2026, read 13 October 2026 (opens in a new tab)Pet38.7%Revenue $5.96 billion, gross profit $2.31 billion
1-800-Flowers.com FLWSForm 10-K for the year ended 28 June 2026, read 13 October 2026 (opens in a new tab)Food and beverage38.0%Revenue $1.50 billion, gross profit $571.3 million
Laird Superfood LSFForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Food and beverage37.9%Revenue $49.9 million, gross profit $18.9 million
The Vita Coco Company COCOForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Food and beverage36.5%Revenue $609.8 million, gross profit $222.6 million
American Eagle Outfitters AEOForm 10-K for the year ended 31 January 2026, read 13 October 2026 (opens in a new tab)Apparel36.5%Revenue $5.55 billion, gross profit $2.03 billion
Urban Outfitters URBNForm 10-K for the year ended 31 January 2026, read 13 October 2026 (opens in a new tab)Apparel36.0%Revenue $6.17 billion, gross profit $2.22 billion
Torrid CURVForm 10-K for the year ended 31 January 2026, read 13 October 2026 (opens in a new tab)Apparel34.8%Revenue $1.00 billion, gross profit $348.0 million
Black Rifle Coffee (BRC Inc.) BRCCForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Food and beverage34.6%Revenue $398.3 million, gross profit $137.9 million
GoPro GPROForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Outdoor gear, fitness and electronics33.6%Revenue $651.5 million, gross profit $219.2 million
The Honest Company HNSTForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Personal care and household33.3%Revenue $371.3 million, gross profit $123.8 million
Wayfair WForm 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)Home and furniture30.2%Revenue $12.46 billion, gross profit $3.77 billion
Chewy CHWYForm 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)Pet29.8%Revenue $12.60 billion, gross profit $3.75 billion
PetMed Express PETSForm 10-K for the year ended 31 March 2026, read 13 October 2026 (opens in a new tab)Pet28.1%Revenue $179.0 million, gross profit $50.2 million

How it is read

Gross profit divided by revenue, both from the income statement of the annual report. Companies differ in what they put in cost of sales: some include store occupancy, warehousing or shipping to the customer, others report those below gross profit. Read a company's margin next to its own accounting policy before comparing two.

Across the 60 companies that report it, the median is 48.4%, from PetMed Express at 28.1% to ThredUp at 79.4%.

By vertical

Food and beverageMedian 37.9% of 5 companies, from 34.6% to 48.0%
SupplementsMedian 75.0% of 6 companies, from 69.4% to 78.3%
BeautyMedian 68.0% of 4 companies, from 62.9% to 75.5%
Personal care and householdMedian 47.7% of 4 companies, from 33.3% to 73.8%
PetMedian 34.3% of 4 companies, from 28.1% to 61.3%
ApparelMedian 48.7% of 11 companies, from 34.8% to 68.7%
Online fashionMedian 48.6% of 4 companies, from 43.2% to 57.3%
Fashion resaleMedian 77.0% of 2 companies, from 74.6% to 79.4%
FootwearMedian 42.9% of 5 companies, from 41.0% to 58.3%
Jewelry and accessoriesMedian 50.2% of 4 companies, from 39.5% to 57.5%
Home and furnitureMedian 42.1% of 6 companies, from 30.2% to 56.4%
Outdoor gear, fitness and electronicsMedian 43.7% of 5 companies, from 33.6% to 57.4%

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