ToughCutie Update | Shark Tank Season 16
While working for outdoor clothing companies, Brittany Coleman joined a meeting about starting a women’s brand but realized the products were still designed for men. She saw how hiking socks didn’t fit women properly. So, she decided to create ToughCutie. These socks are designed for women, with softer wool, better arch support, and fun designs. Will Brittany get a deal? Let’s find out in our ToughCutie update and pitch recap.
If you’re short on time, here’s a quick overview of what happened to ToughCutie after
Brittany entered
In terms of a ToughCutie update, the company experienced a significant surge in website traffic, with visits increasing from 3,000 to over 10,000 after their episode aired. Furthermore, ToughCutie has introduced new product designs, including the No Planet B and Sasha the Fierce Bear Merino Wool Hiker Crew.
| Shark | Result |
| Barbara Corcoran | Accepted offer of $100,000 for 25% equity |
| Kevin O’Leary | No offer |
| Lori Greiner | No offer |
| Jamie Lima | No offer |
| Mark Cuban | No offer |
Shark Tank ToughCutie Pitch
- Entrepreneur: Brittany Coleman
- Business: Outdoor gear and apparel
- Ask: $100,000 for 5% equity
- Result: $100,000 for 25% equity
- Shark: Barbara Corcoran
Brittany entered
She sought an investment to shift from strained retail partnerships towards strengthening her direct-to-consumer sales and marketing.
Her goal is to increase brand awareness and manage inventory better after heavy markdowns.
ToughCutie is a line of high-quality hiking socks designed specifically for women who love outdoor adventures.
These socks are designed to fit women’s feet better, with features like higher arches for more comfort and support. They’re made from soft, certified merino wool that doesn’t itch and is durable enough for tough trails.
These socks do more than just work well—they look great too. They keep the feet dry, help regulate temperature, and are perfect for hiking, camping, or any outdoor activity.
Customers can find ToughCutie socks at stores like REI or order them online from their website.
It costs $6.85 to $7 to make each pair of socks, and they sell for $24.
Brittany told the sharks that she started her company in 2022 and has made $967,000 in total sales so far.
In 2022, she made $47,000, which jumped to $748,000 in 2023. Year to date, sales are at $210,000, and she expects to reach $300,000 to $350,000 by the end of the year.
She also shared with the sharks that her partnership with REI got her socks into 35 stores. However, they ran into problems when they didn’t have enough inventory and switched to using sustainable yarn.
This led to markdowns of 25%–50% on unsold stock, which hurt her profits. Even though she made $748,000 in sales in 2023, she only ended up with $6,000 in profit.
Right now, only 5% of sales come from her website, with most sales coming from stores like REI.
Kevin O’Leary says the numbers don’t show enough promise, and he’s concerned about the pivot in the business model. For that reason, he exits the negotiations.
Lori Greiner says she loves Brittany’s energy and passion but admits she’s not the “sock lady” and doesn’t feel like this is the right fit for her. She also exits.
Mark Cuban says Brittany made a strategic mistake by prioritizing retail over building an online presence. He advises focusing on controlling inventory and scaling online but ultimately decides not to invest.
Guest shark Jamie Lima admires Brittany’s story and determination but feels the brand is still too early and niche for her to join as a partner. She’s out as well.
Barbara Corcoran says she loves Brittany’s passion, her story, and her fight for the business.
She offers $100,000 for 25% equity, stating that it will require a lot of work but believes it’s worth the effort.
Brittany counters with a loan deal, but Barbara wouldn’t budge.
In the end, Brittany accepts her offer.
Let’s get a ToughCutie update to see where the company is after
Shark Tank ToughCutie Update
Our ToughCutie update revealed that their website traffic surged after the episode aired, jumping from the usual 3,000 visits to over 10,000 in just one night.
To celebrate their
Our ToughCutie update found that it has expanded its collection with new patterns, including the Classic Athletic Merino Wool Hiker Crew.
They have also added the No Planet B Merino Wool Hiker Crew and Sasha the Fierce Bear Merino Wool Hiker Crew.
They offer free shipping on orders over $40 and a hassle-free return policy within one year.
We can’t wait to see what Brittany is up to in our next ToughCutie update.
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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.