Coordinates Update | Shark Tank Season 16
While coordinating outfits for their own family during the holidays, Sanya Richards-Ross and Aaron Ross realized how hard it was to find stylish, good quality matching pajamas that worked for the entire family.
Most options felt basic and uninspired, which made it easy to miss special moments meant for togetherness. That frustration led to the creation of Coordinates, a company focused on helping families create lasting memories through cozy, coordinated loungewear sets. Their goal was simple: help families feel connected, comfortable, and confident together, whether it’s Christmas, a big celebration, or a quiet night at home.
Would their story, love, and dedication be enough to land a deal on
The Coordinates Shark Tank Pitch
Sanya and Aaron Ross entered
During the pitch, they explained how Coordinates was built around family, connection, and shared experiences. The brand focuses on matching pajamas and loungewear for parents, kids, loved ones, and even pets, helping customers celebrate moments that matter.
They shared that the investment was needed to scale production, strengthen their inventory, and support the launch of their Team USA collection ahead of the Olympics. Their vision was to grow Coordinates into a household name that families return to year after year.
Did Coordinates Get a Deal on Shark Tank ?
Yes, Coordinates did get a deal on
After hearing multiple offers and passes, Sanya Richards-Ross and Aaron Ross ultimately accepted an investment from Robert Herjavec.
Here’s a look at each shark’s offer/decision:
| Shark | Result |
| Robert Herjavec | Accepted offer of $100,000 for 20% equity |
| Daymond John | $100,000 for 20% equity |
| Mark Cuban | No offer |
| Kevin O’Leary | No offer |
| Lori Greiner | No offer |
Kevin O’Leary and Mark Cuban both passed, explaining that apparel was not their area of expertise.
Lori Greiner praised the founders and their story but said she did not feel confident enough in the clothing space to invest.
Daymond John believed the brand had amazing potential and could become a legacy company, but felt it was still too early for him to make an offer.
Robert Herjavec felt a strong connection to the founders, their team, and their dedication to building something meaningful. He offered $100,000 for 25% equity, citing his experience with Tipsy Elves.
Sanya and Aaron countered at 20% equity. Both Robert and Daymond agreed, and after a brief wow moment of consideration, the couple chose Robert. The final deal was $100,000 for 20% equity.
Coordinates Business Overview
Coordinates is a family-focused brand offering matching pajamas and loungewear designed for comfort, style, and shared moments. Their product lineup includes Christmas collections, Team USA Olympic sets, and options that let the whole family match, including pets.
| Category: | Details: |
| Founders: | Sanya Richards-Ross and Aaron Ross |
| Business Category: | Lifestyle apparel |
| Products: | Matching pajamas and loungewear |
| Retail Price: | $89 per set |
| Production Cost: | $27 per set |
| Sales Model: | Direct-to-consumer |
| Shark Tank Deal | $100,000 for 20% equity |
| Shark Parnter | Robert Herjavec |
The company sells directly to customers online. Each pajama set costs $27 to produce and retails for $89, giving the brand room to grow while maintaining good margins.
Sanya leveraged her background as a four-time Olympic gold medalist to secure an exclusive Team USA licensing agreement, making Coordinates the only brand authorized to sell official Olympic-themed loungewear through 2028.
Seasonal launches drive demand, with peak sales during Christmas and Olympic cycles. One month, the Christmas collection generated $25,000, while the Team USA release brought in $55,000 over three months.
Coordinates Update After Shark Tank
Since the episode aired, Coordinates has continued expanding. The brand introduced matching pajamas for pets, leaned into its Olympic momentum, and quickly sold out of its Christmas inventory during the holiday rush.
In an interview with US Weekly, Sanya shared, “We sold almost 70 percent of our inventory in 48 hours!”
The company also partnered with the University of Texas to release Longhorn-themed pajamas, marking its first collegiate collaboration. Additional partnerships may follow as the brand grows.
To support growth, Sanya and Aaron secured a $250,000 loan from Access to Capital for Entrepreneurs. The funding was used to purchase inventory, hire staff, and expand marketing efforts.
With strong sales, growing brand awareness, and a clear focus on family, love, and togetherness, Coordinates continues building something special that helps families celebrate life’s moments in a great, memorable way.
Did the Deal with Robert Go Through?
At the time of writing, there is no public confirmation that the deal with Robert Herjavec and Coordinates went through.
Further, we could not find any public mention of Robert, Sanya, or Aaron speaking about the deal on podcasts, social media, or interviews.
While we can’t say for sure, it seems unlikely that the deal was finalized after the show aired. However, that doesn’t necessarily mean things took a bad turn as a lot of deals don’t end up going through for one reason or another.
For more updates from the
Before you go, be sure to check out our list of all the Shark Tank Season 16 products.
Marvin Uzor
Marvin Uzor is a content contributor for Shark Tank Recap. He specializes in crafting engaging, well-researched content that delve into the latest Shark Tank stories, keeping readers hooked. He has a soft spot for his favorite Shark Tank companies, Bombas and Doorbot, known for their innovation and impact.