Vanilla Underground is an online retailer of officially licensed merchandise for fans of movies, music, television, art, gaming and comic books. Its collections serve adults and children, with clothing, nightwear, accessories and gifts for men and women. Shoppers can browse T-shirts, hoodies, sweaters, jackets, dresses, vests and pyjama sets, alongside items such as mugs, keyrings, backpacks, lunch bags, notebooks, slippers, doormats and gift sets.

The store brings together merchandise inspired by well-known entertainment franchises and artists. Its range includes Disney favourites such as The Nightmare Before Christmas, Frozen and Toy Story; superhero designs from Marvel and DC; and products connected with Harry Potter, Star Wars, Stranger Things, Game of Thrones, Friends and Rick and Morty. Music fans can find band apparel featuring artists including AC/DC, Iron Maiden, The Rolling Stones, David Bowie and Green Day. Gaming collections include Minecraft clothing and accessories, while new arrivals and themed edits highlight seasonal products and current releases. Vanilla Underground describes its offer as a one-stop shop focused on variety, quality and value.