Shibumi’s CEO on the Brand’s Growth and Future Plans

Shibumi Shades, started by Dane and Scott Barnes and Alex Slater in 2016 in North Carolina, is a growing beach accessories company that has attracted investment from a high profile private equity company that has backed brands such as Vuori, Erewhon, Grubhub, and On Running. 

The brand, whose hero product is a beach shade system that works with the wind instead of against it, has been expanding beyond the Southeast, and is carried in about 400 doors, including both independent retailers and big players such as Dick’s Sporting Goods. 

Shibumi Shades CEO Tiffany Walden. Photo courtesy of Shibumi.

CEO Tiffany Walden answered a few questions for us about Shibumi’s growth strategy and plans. 

Can you share a little bit about your background and why you joined Shibumi?

Shibumi Shade CEO Tiffany Walden: I joined Shibumi as its CEO just under two years ago after more than a decade at various American beauty and fashion companies. When I met the founders of Shibumi, we immediately clicked and I was moved by their story and their passion for creating something truly innovative. It’s an incredible product that has elevated the beach experience with an elegant, thoughtful solution — and I believe we are just at the beginning.

How are Shibumi Shades different from others on the market? How many different models/styles do you have?

Tiffany Walden: Shibumi Shades are different because they were designed with a singular purpose: to make beach days effortless. Frustrated by heavy tents and umbrellas that couldn’t handle the wind, the founders set out to design a better solution. The result is a lightweight, easy-to-use shade that works with the wind — not against it — and sets up or breaks down in minutes, so beachgoers can spend less time wrestling with gear and more time relaxing.

We currently offer two size options: the Classic ($288), ideal for families and groups, and the Mini ($208), perfect for solo beachgoers or couples.

While our original flagship colorway was blue and teal, consumer demand has led us to expand our palette. We introduced a limited edition pink and sunset shade last year and are now rolling out five additional limited edition colorways monthly this summer.

Plus, we just launched our first Shibumi Beach Chair ($165) —designed with the same commitment to comfort, innovation, and effortless beach days.

How many doors is the brand in, and what are some key wholesale accounts?

Tiffany Walden: Shibumi is currently in approximately 400 doors, with strong regional partnerships in the Carolinas, including Strands Outfitters, AB Surf Shop, and Redix, and in South Carolina with SeaCoast Sports & Outfitters and Palmetto Moon.

Nationally, the brand is available in Dick’s Sporting Goods and through Amazon.com. 

While most prevalent on the East Coast, Shibumi is expanding into Florida, Texas, and California, and the West Coast represents the biggest growth opportunity. In 2025, we’ll focus on regional activations to engage beachgoers and increase brand presence along the West Coast.

Is Shibumi self-funded? Does it have the financial resources to grow? Is it looking for additional financial backing?

Tiffany Walden: Shibumi was initially self-funded by its three founders, who supported the brand independently for years. In 2021, Stripes Group invested in the company, providing additional financial resources to fuel growth. At this time, Shibumi is not seeking additional investors as we focus on expanding and scaling with the current support.