If you have spent any time on social media in the last few years, you have probably seen someone wrapped in a ridiculously soft, luxurious blanket with the word Lola on the tag.
What started as a deeply personal tribute to a mother lost to breast cancer has become one of the fastest-growing direct-to-consumer home goods brands in America — selling over 1 million blankets in a single year and landing partnerships with the New York Yankees and New York Fashion Week.
So who actually owns Lola Blankets? The answer is two brothers from Idaho who turned grief into one of the most authentic brand stories in modern retail.
Who Owns Lola Blankets?
Lola Blankets is privately owned by brothers Tommy Higham and Will Higham, who co-founded the company together in 2021. Lola was started in 2021 by Tommy and his brother Will Higham, who leads as co-founder and CEO.
Tommy Higham serves as Co-Founder and Creative Director, driving the brand’s identity, marketing, and product vision. Will Higham serves as Co-Founder and CEO, handling the business strategy and operations side. The company is structured as Lola Blankets LLC and remains entirely private — no outside investors, no public shareholders, and no corporate parent company. The Higham brothers own and operate it themselves.
Ownership and Key Stakeholders Details
| Owner / Role | Name | Responsibility | Key Detail |
|---|---|---|---|
| Co-Founder & Creative Director | Tommy Higham | Brand, marketing, product design | Originally from Shelley, Idaho; BYU graduate; serial entrepreneur |
| Co-Founder & CEO | Will Higham | Business operations, strategy | Former McKinsey & Company consultant; BYU graduate |
| Head of Brand | Samantha Forrest | Influencer & brand partnerships | Leads creator and partnership strategy |
| Director of Ecommerce | James Malysz | Online sales and digital operations | Manages Lola’s DTC ecommerce platform |
| Head of Finance | Sarah Reeves | Financial operations | Oversees company financials |
| Company Structure | Lola Blankets LLC | Private, founder-owned | No outside investors; entirely self-funded and owner-operated |
The Origin Story: A Mother, a Blanket, and a Promise
Lola Blankets was not born in a boardroom. It was born from love, loss, and one very special blanket that a dying mother used to comfort her family.
Tommy Higham grew up in Shelley, Idaho, and developed a love for golf, which led him to play college golf at Brigham Young University (BYU). He was living in Los Angeles and selling pharmaceuticals when his mother’s breast cancer, which the family had been managing, spread to other parts of her body. She was now Stage 4. She went from receiving treatment to beginning chemotherapy and took a blanket with her on every visit as an added comfort.
After his mother passed away, Tommy remembered how she had made five replicas of her soft, cream-colored blanket — one for each of her children — along with a handwritten note. It said the blanket would serve as a constant reminder of their relationship with her when she was no longer able to be with them. Her nickname was Lola. And just like that, Lola Blankets was born.
A photo of his mother goes into the box of every purchase made at Lola Blankets. Once a month, Tommy goes to the Huntsman Cancer Institute in Salt Lake City, where his mother received her treatments, and donates blankets to women with Stage 4 breast cancer in the breast oncology division.
That is not a marketing strategy. That is a mission — and it is the reason Lola Blankets connected with customers in a way that most brands spend decades trying to achieve.
From Zero to One Million Blankets Sold
The growth numbers behind Lola Blankets are remarkable for any brand, let alone one that started with brothers selling blankets online from Utah.
When they started Lola Blankets, Tommy hoped somebody — anybody — would buy even one blanket. Revenue increased seven times between their first year in business and the next. They were on track to do it again the following year.
At the end of 2025, it was reported that Lola Blankets sold 600,000 blankets in a single month, and well over 1 million were sold during the year.
The brand currently employs 39 people and ships blankets across the United States through a direct-to-consumer ecommerce model. Their product lineup includes ultra-soft vegan faux fur blankets made from polyester, featuring double-sided softness, four-way stretch, and machine-washable durability.
The Brand Strategy That Made Lola Famous
What separates Lola Blankets from every other blanket company is not just product quality — it is the way they market.
From their glamorous blanket fashion show staged at New York Fashion Week to hand-delivering branded Polaris RZRs to top Utah influencers, Lola has thrown out the traditional home goods marketing playbook. Taking cues from industries like high fashion, beauty, and even streetwear, the team has leaned into bold experiences, extreme gifting, and head-turning visuals.
Last year alone, they released a limited-edition blanket design in collaboration with the pop duo LANY, and were named the official blanket of the New York Yankees. They also collaborated with clothing brand Aviator Nation on a lightning-bolt emblazoned blanket design. Their influencer partners include major creators like Tezza and Rachel Parcell.
Tommy Higham says of their approach: “It’s not going to land with some people, and that’s why other people aren’t doing it. We have a higher tolerance for risk with the brand, because it’s coming from a genuine place. We think it’s cool, so we’re going to do it.”
What Makes the Product Special?
Lola Blankets specializes in creating ultra-soft, vegan faux fur blankets. Known for their luxurious comfort, these blankets are designed to provide a soothing and cozy experience. Popular products include the Caramel N’ Cream Blanket and the Desert Dune Blanket, each offering unique textures and designs inspired by natural landscapes. Lola Blankets aims to deliver life-changing softness, making their products ideal for gifts and self-care essentials.
Every blanket is machine washable, made from premium polyester, and designed to maintain its softness wash after wash. The brand markets itself as a luxury experience at an accessible price point — positioned between the mass-market blankets you find at big-box stores and the ultra-premium end of the home goods market.
Frequently Asked Questions (FAQs)
Q1. Who owns Lola Blankets?
Lola Blankets is privately owned by brothers Tommy Higham (Creative Director) and Will Higham (CEO), who co-founded the company in 2021.
Q2. When was Lola Blankets founded?
Lola Blankets was founded in 2021 in Utah by the Higham brothers.
Q3. Who is the CEO of Lola Blankets?
Will Higham is the Co-Founder and CEO of Lola Blankets, previously a consultant at McKinsey & Company.
Q4. Why is the company called Lola Blankets?
The brand is named after Amy Higham — the mother of founders Tommy and Will — whose nickname was Lola. She passed away from Stage 4 breast cancer.
Q5. Is Lola Blankets publicly traded?
No. Lola Blankets is a fully private, founder-owned company with no outside investors or stock market listing.
Q6. Where is Lola Blankets headquartered?
Lola Blankets is headquartered in Utah, with team members based across Alpine, Lehi, and the broader Utah area.
Q7. How many blankets has Lola sold?
Lola Blankets sold over 1 million blankets in 2025, including 600,000 in a single month at the end of that year.
Q8. Does Lola Blankets give back to charity?
Yes. Every month, Tommy Higham delivers Lola Blankets to Stage 4 breast cancer patients at the Huntsman Cancer Institute in Salt Lake City, honoring his late mother.
Lola Blankets is privately owned by brothers Tommy Higham (Co-Founder and Creative Director) and Will Higham (Co-Founder and CEO). The company was founded in 2021 in Utah and named after their late mother, Amy Higham, who passed away from Stage 4 breast cancer.
There are no outside investors, no parent company, and no public shareholders — this is a founder-owned, family-run business built on one of the most genuine stories in modern American entrepreneurship. From zero customers in 2021 to over 1 million blankets sold in a single year, Lola Blankets is proof that authenticity, product quality, and a clear mission can build something extraordinary.
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