Issuu

WELCOME to our SHERPA LIFESTYLE

OUR MISSION

Toredefineeverydayluxurythroughcomfortfirstdesign,iconicpartnerships,andproducts thatcreatefeel-goodmoments.

JILL MARTIN

ABOUT the BRAND

The Jill Martin brand is a comfort-first lifestyle company built on the belief that everyday essentials should feel as good as they look. Rooted in accessible luxury, the brand has grown from a single breakthrough idea into a category-defining sherpa business with over one million units sold.

What began with the question “Why can’t you wear a blanket outside the house?” led to the creation of the now-iconic Sherpa Lounger, which is a product customers return to season after season for its unmatched softness, wearability, and emotional connection.

Today, the brand continues to expand across apparel, accessories, and licensed collections, pairing proven hero silhouettes with iconic IP. The result is merchandise that is giftable, memorable, and built to drive repeat purchase.

Purpose is central to the company ’ s evolution. Inspired by Jill’s public breast cancer journey, the brand champions comfort not just as a feeling, but as a form of care, supporting awareness initiatives and organizations that make a meaningful difference in people’s lives.

With powerful storytelling, trusted distribution, and highly recognizable products, the Jill Martin brand delivers consistent performance across retail channels while creating moments customers are proud to wear.

The Sherpa Squad

LOYAL COZY

INTENTIONAL

ENGAGED EFFORTLESS TIMELESS AUTHENTIC

COMFORT-DRIVEN

NOSTALGIC

FUN DEVOTED INFLUENTIAL ZEN

BRANDTIMELINE

Winter 2024

Spring 2024

Fall 2024

Jill Martin Licensing Is Born

Jill Martin launches Jill Martin Licensing (JML) with a vision to merge comfort, emotional connection, and licensed storytelling into a scalable lifestyle brand.

Spring 2025

Major League Expansion

JML secures MLB and NFL licenses, significantly expanding its addressable market and transitioning into a multileague national platform.

NBA & WNBA Licensing Secured

The brand acquires official NBA and WNBA licenses and places its first licensed production order, establishing the foundation for a performance-led sports licensing platform.

Fall 2025

Category Expansion & Brand Diversification

Expanded beyond the hero Lounger into cropped silhouettes, accessories, pet, jewelry, faux fur, and entertainment licensing therefore establishing JML as a multi-category licensed lifestyle platform rather than a single-product brand.

Direct-to-Consumer Launch & National Visibility

JILLMARTIN.COM officially launches alongside a Breast Cancer Awareness capsule and national visibility on NBC’s TODAY Show, marking the brand’s direct-to-consumer debut and initial retail expansion.

Winter 2026

Product Innovation & National Scale

The brand launches the Luxe Lounger Lite, a year-round weighted sherpa fabrication designed for lighter, everyday wear, and makes its third successful appearance on NBC’s TODAY Show Steals & Deals, further accelerating national visibility and consumer demand.

RETAILERS

A growing portfolio of premier retail partners.

COLLABORATIONS and CUSTOM N

Jill Martin Licensing continues to expand through strategic collaborations and custom partnerships across sports, entertainment, and lifestyle categories. The partnerships highlighted here represent just a selection of recent initiatives, with many additional collaborations and custom programs currently in development as the brand continues to grow.

Corporate Gifting

Travel & Resorts

VIP & Host Gifting Weddings, Bridal Parties, Mitzvahs

Health & Wellness

Co-Sponsored Opportunities

Influencer Activations

STEALS & DEALS

Viewers

As the host of TODAY’s long-running and highly engaged shopping franchise Steals & Deals, Jill Martin provides the brand with a powerful national platform for product launches and consumer discovery. Airing bi-weekly during the TODAY Show’s 8 a.m. hour, the segment reaches millions of viewers and drives meaningful brand awareness, customer acquisition, and sales.

To date, the by Jill Martin brand has been featured in three highly successful Steals & Deals segments, generating significant demand and introducing the brand to a large new audience of TODAY viewers and digital shoppers. The partnership provides access to TODAY’s extensive distribution ecosystem, including broadcast, digital, and social channels, which collectively reach 3M+ daily viewers and 60M+ monthly visitors across the TODAY platform

These segments have proven to be a powerful engine for growth, driving large-scale inventory sell-through, accelerating customer acquisition, and expanding national brand visibility with additional Steals & Deals appearances already planned for the future.

SOCIAL by NUMBERS

4-7M Monthly Views

30-50k Monthly Interactions

601k Followers

SALESGROWTH

Total Revenue

Wholesale Websales Projection

& ENGAGED CUSTOMER DATABASE 135%

3.5% SALES & PROMO AVERAGE CONVERSION RATE

35,000+

NEW vs RETURNING CUSTOMERS

This report highlights customer growth, retention strength, and the meaningful contribution of repeat buyers to overall revenue.

Customer volume fluctuated throughout 2025 as the brand strategically paused paid marketing, product launches, and national television exposure during certain quarters. As a result, Q1–Q3 2025 show lower customer acquisition, driven primarily by organic traffic and repeat customers. When the brand reintroduced major catalysts, such as, new product launches, paid media investment, and national TV exposure through NBC’s TODAY Show, customer acquisition accelerated significantly, with 6,900 customers in Q4 2025 and 4,437 in Q1 2026. During lower acquisition periods, returning customer rates increased to 23–25%, demonstrating strong early customer loyalty and repeat purchasing behavior even without significant marketing spend.

DEMOGRAPHICS

Appealing to a wide, multi-generational audience nationwide, the Jill Martin brand combines premium products with accessible pricing to drive a scalable demand.

Generational Spending Analysis