Everything changed for Abbode — then a small vintage and dry floral arrangement shop in New York City’s Nolita neighborhood — after founder Abby Price dusted off an embroidery machine from the brand’s basement for a pop-up event. In one day, Abbode surpassed $5,000 in sales by offering free embroidery with a purchase. Its previous best-day number was $2,000.
Since then, Abbode has fully shifted gears to focus on personalized embroidery, specializing in waffle pouches, canvas bags, tea towels, cocktail napkins, and more.
“There’s definitely been a trend in personalization and embroidery, but I don’t think our styles are going to go out of trend or our colors or our icons,” Price said. “It’s really just classic things with a twist. You’re always going to love having your dog on something.”
Price’s pivot has paid off: Abbode hit $4 million in revenue in 2025 and is projecting $10 million in 2026. Collaborations have played a major role in that growth, with Price highlighting C.O. Bigelow and L.L.Bean as two of her favorite partnerships. Now, Price is focused on pursuing fewer, more impactful collaborations that can help boost Abbode’s brand recognition.
Price also discussed her background in fashion and PR, expanding Abbode’s product selection, upgrading from the brand’s Nolita flagship to a larger SoHo location, and her aspirations for global expansion.
