"It's worth millions of dollars" — Shark Tank star Daymond John comments on the potential of the family clothing company Coordinates

Co-founding couple Sanya Richards-Ross and Aaron Ross appeared on Shark Tank in season 16 episode 7, to pitch their matching family clothing brand, Coordinates. The couple shared that they aimed to help families create "memorable moments" through their matching outfits.

Shark Daymond John acknowledged the significant value of the company's IP, which he believed was worth millions of dollars. However, he felt that the company hadn't yet fully tapped into or capitalized on this value and for that reason, he took his exit from the deal.

"So, you've only tapped into just a small amount of your IP value who you both are. It's worth millions of dollars... This is a insult the money that we would give you for this. All due respect to this business it's just too early for me and I think there's way more value on the other side, so I'm out," he told the couple.

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Shark Tank: Coordinates are exclusive pajama and loungewear partners of Team USA through 28'

Sanya Richards-Ross and Aaron Ross kicked off Shark Tank in season 16 episode 7, seeking $100,000 for 10% equity in their matching family clothing brand.

"Now sharks, as athletes with our own unique style, swag, and flair, we always knew: when you look good, you play good! So, if we wanted to continue winning as a family, we needed to... Coordinate! So we created Coordinates! A pajama & loungewear company that elevates everyday moments into lasting memories," they pitched.

The couple were accompanied by their family, who walked in donning their Christmas collection.

Aaron added that as a dad, he liked his family coordinated, and the matching outfits helped them better represent themselves as a collective "crew." Sanya invited the sharks to join in on their mission to help families create "memorable moments."

Besides the festive collection, the Shark Tank contestants shared that they had "some really cool collaborations too." With the Olympics coming back to the US, Coordinates introduced their official Team USA collection.

"We knew we didn't want it to be a seasonal collection. Right? We didn't want to just focus on Christmas. I called up the CEO of USA Track & Field. He put me in touch with the USOC and I charmed them like we're doing today. We're the exclusive pajama and loungewear partners of Team USA through 28," Sanya shared.

The company debuted its Christmas collection last year, which "sold out immediately." Sanya further explained that, at present, all their sales are conducted exclusively through online platforms.

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Sales and deal with Robert Herjavec

While discussing their sales, the couple revealed that they earned $25,000 in just one month. Their second collection, the USA set, generated $55,000 in sales within three months of its launch.

Making charges per set was $27, and they sold it for $89 apiece. Sanya had confidence in their future sales and assured the sharks that it would go up as they increased their quantity.

Sanya Richards-Ross and Aaron Ross explained that they were passionate about the venture and hoped that it would make it big. However, they acknowledged that they are just starting and have minimal business knowledge.

The couple shared that they came on Shark Tank so that they could get some help with the business and marketing of the process.

Robert Herjavec expressed keen interest in the venture, asking questions about their goals and sales performance. Drawing on his prior investment in a similar company, Tipsy Elves, he highlighted his expertise in the space. Ultimately, Robert struck a deal with the couple, offering $100,000 in exchange for a 20% stake in their company.

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Shark Tank season 16 episodes air every Friday on ABC.