Comfrt

Apparel brand on track to hit $175M

Comfrt became a top performer in TikTok Shop's fashion category, seeing 10x year-over-year growth and a 40% GMV increase in November alone.

10x YoY TikTok growth

40% November GMV increase

$175M Revenue trajectory

The Story

While beauty dominates TikTok Shop headlines, apparel brands are quietly building massive businesses. Comfrt emerged as a standout performer in the fashion category, proving that comfortable, lifestyle-focused clothing resonates with TikTok audiences.

For Black Friday/Cyber Monday 2024, Comfrt achieved major sales performance in apparel and fashion—seeing more than 10x the sales year-over-year from TikTok. November alone brought a 40% increase in total GMV.

The brand's trajectory puts them on track to hit $175 million in revenue. Their success demonstrates that TikTok Shop isn't just for beauty and impulse purchases—considered fashion purchases work too.

Fashion is TikTok Shop's second-largest category at $621 million in US sales, behind only beauty. Comfrt's 10x growth shows the channel is still early and scaling rapidly for apparel brands willing to invest in the format.

"We saw more than 10 times the sales year-over-year from TikTok and a 40% increase in total GMV during November. The channel keeps exceeding our expectations."
— Comfrt Team

Key Takeaways

✓ Fashion can achieve massive TikTok Shop growth beyond just beauty
✓ 10x YoY growth shows the channel is still in rapid expansion phase
✓ Consistent content and creator partnerships compound over time
✓ $175M trajectory proves TikTok Shop is a serious revenue channel

Source: WWD (2024)

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