Petite Keep Personalized Keepsake Trunks

Key numbers

The product

Petite Keep makes personalized, handcrafted heirloom trunks designed to store and display baby items, wedding keepsakes and milestone memorabilia. Trunks come in Mini, Petite and Grand sizes with soft padded interiors and thousands of customizable color and personalization options. Customers build their trunk on a Shopify-based design tool, choosing fabrics, embroidery and detailing. Prices range from about $175 for the Mini to $330 for the Grand, with acrylic and Heritage editions also offered. Each piece is built and monogrammed in the United States to keep personalization lead times short.

How they did it

Lindsay Mullenger founded Petite Keep in her attic in February 2020 while working at Procter & Gamble and raising five children. She began hand-assembling personalized keepsake trunks for her own family's memories and sold $110,000 in her first year entirely through her own website. Sales grew to $660,000 in 2021, $1.7 million in 2022 and about $5 million in 2023, powered by Instagram and influencer marketing on a Shopify store. In January 2025 she pitched on Shark Tank Season 16 seeking $400,000 for 5% equity. Three sharks - Barbara Corcoran, Mark Cuban and Jamie Kern Lima - joined to invest $400,000 for 15% equity. The made-in-USA brand has since expanded with Mini Classic Trunks, Quick Ship Baby Trunks and Petite Pouches, and Mullenger projects $17 million in future sales.

Why it worked

• Turned emotional gifting into a premium, personalized product
• Influencer and Instagram marketing kept customer acquisition cost near $86
• Made-in-USA handcrafting supported high margins and fast personalization
• Shark Tank aired nationally and tripled her distribution and credibility