Agood Company

What Agood Company does

Agood Company (legal entity: A Good Group AB) is a Swedish direct-to-consumer brand headquartered in Lidingö, Sweden, founded in 2018, that designs and sells sustainable consumer products — most prominently phone cases — to eco-conscious individuals and corporate gifting customers worldwide. Its core product line is built around proprietary material innovations: PLNTPRTCT™ cases made from a plant-based blend of hemp, flax, cellulose, PLA, and biodegradable PBAT, and CLRPRTCT™ clear cases produced from recycled candy boxes with built-in anti-yellowing treatment. Both case families are rated for up to 3m drop protection and are fully MagSafe-compatible. Supporting categories include removable MagSafe rings, screen protectors (46% recycled glass), stone paper notebooks, grass pens and pencils, thermal and hybrid stainless-steel drinkware, organic cotton apparel, and TENCEL underwear. A central differentiator is the agood loop™, a circular return system launched in 2020 under which customers can send back used cases to be broken down into pellets and remolded into new products in exchange for a 25% purchase discount; the program has since been extended to clothing.

Agood monetizes primarily through one-time e-commerce transactions on its Shopify-powered storefront at agood.com, with phone cases priced at $27–$37, MagSafe rings at $21, and various bundle configurations (case + ring, case + screen, notebook + drinkware). A secondary revenue stream comes from a dedicated B2B corporate gifting portal offering custom quotes, bulk ordering, and personalized branding for employee starter packs and corporate gifts. The company ships to 100+ countries with multi-currency support, holds B Corp certification from B Lab, and operates charitable partnerships with the Malala Fund, Charity Water, and Save the Children, the first of which is tied directly to every phone case and MagSafe ring purchase. Distribution is exclusively direct — no third-party retail or marketplace presence is disclosed. Leadership comprises founder Anders Ankarlid and Head of Global Sales Henrik Jonsson, with a total headcount in the 11–50 range and a single disclosed $500,000 seed funding round in December 2018.

Name

Agood Company

Legal name

A Good Group AB

Website

https://agood.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Agood Company is a Sweden-based direct-to-consumer e-commerce brand selling plant-based and recycled phone cases, stone paper notebooks, thermal drinkware, and sustainable apparel to eco-conscious individual consumers and corporate gifting customers across 100+ countries.

Ownership category

akta.pro rank

Product category

Sustainable Consumer Accessories

NAICS

Electronics and Appliance Retailers (4492), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Product Take-Back & Reverse Logistics Programs (EUAIANAA)

akta.pro secondary industry

Reuse & Resale / Recommerce Operations (EUAIANAC)

Keywords

• Sustainable phone cases
• Plant-based phone accessories
• Eco-friendly drinkware
• Stone paper notebooks
• Circular consumer products

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales of eco-friendly phone cases, accessories, stone paper notebooks, thermal bottles, clothing, and other sustainable products through their Shopify-powered e-commerce store. Revenue is generated through one-time product purchases at various price points.
2. Corporate Gifting / B2B: B2B sales of customized sustainable products for corporate gifting, employee starter packs, and business promotions through their dedicated business portal.
3. Custom Product Sales: Custom print phone cases where customers can upload images, names, or designs for personalized cases at premium pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Agood Company designs, manufactures, and sells eco-friendly consumer products — primarily phone cases, accessories, stone paper notebooks, and reusable drinkware — made from plant-based and recycled materials. The company sells direct-to-consumer through its own Shopify-powered online store and also operates a B2B corporate gifting division offering branded sustainable merchandise and starter packs for businesses. Its proprietary agood loop™ circular return system lets customers send back old cases for recycling into new ones in exchange for a 25% discount on future purchases.

Product overview

Agood Company offers a portfolio of eco-friendly consumer products centered on sustainable phone protection and everyday essentials. The core product lines include PLNTPRTCT™ plant-based phone cases (made from hemp, flax, cellulose, and PLA) and CLRPRTCT™ circular clear cases (made from recycled candy boxes), both offering up to 3m drop protection and participating in the agood loop™ circular return system. Supporting product categories include MagSafe accessories (rings, kickstand), stone paper notebooks, grass pens/pencils, thermal drinkware (Hybrid Bottle and Thermal Bottles), and organic cotton clothing. The company differentiates through material innovation (plant-based and recycled materials), circular economy practices (agood loop™ take-back program), and social impact (Malala Fund partnerships on every purchase). Products are available as individual items, customizable options, and bundled packages for phone protection, stationery, and drinkware.

Differentiator

Problem solved

Functional benefit

Products and services

• PLNTPRTCT™ Plant-Based Phone Cases Solid phone cases made from a proprietary blend of hemp, flax, cellulose, and PLA combined with biodegradable PBAT, engineered for up to 3m drop protection and full MagSafe compatibility. Designed to be compostable and participate in the agood loop™ circular return system. Targeted at eco-conscious consumers seeking sustainable phone protection.
• CLRPRTCT™ Circular Clear Phone Cases Transparent phone cases manufactured from recycled candy boxes with built-in anti-yellowing technology. Provide up to 3m drop protection and MagSafe compatibility while being fully circular through the agood loop™ system. Targeted at consumers wanting clear-style protection without conventional plastic.
• Stone Paper Notebooks Waterproof and tear-resistant notebooks produced from stone paper, manufactured without water or trees using waste materials from stone quarrying. Available in A5 Hardcover, A5 Softcover, and A6 Pocket formats. Targeted at consumers and offices looking for sustainable stationery.
• Hybrid Bottle (2-in-1 Tumbler & Thermal Bottle) A two-in-one reusable drinkware product made from stainless steel that converts between a tumbler cup and an insulated thermal bottle. Targeted at consumers seeking a single sustainable bottle for varied drinking scenarios.
• Thermal Bottles Insulated reusable bottles manufactured from recycled steel for temperature retention. Targeted at eco-conscious consumers seeking a sustainable alternative to single-use plastic bottles.
• Organic Cotton T-Shirts Tops and shirts made from organic cotton as part of a circular fashion clothing collection, eligible for return through the agood loop™ textile program. Targeted at consumers looking for sustainable everyday apparel.
• TENCEL™ Lyocell Underwear Hipster underwear for women made from TENCEL™ Lyocell fibers, available in 2-pack sets. Targeted at consumers seeking plant-based, lower-impact undergarments.
• Custom Phone Cases Made-to-order phone cases on Black, White, and Clear bases (plant-based and fully recycled) that allow customers to upload images, add names, or create personalized designs. Available at premium pricing compared with standard cases and used by individual gift buyers as well as corporate customers.
• agood loop™ Circular Return System A take-back and recycling program in which customers return their old Agood phone cases (and eligible clothing) to be broken down into pellets and remolded into new cases, achieving 100% circular production. Participants receive a 25% discount on their next purchase. Available to consumers in the company's served geographies.

Quantifiable outcome

• 470 eco-friendly phone cases can be made with resources equal to one plastic case in China
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Malala FundcoreStrategic or Co-development PartnerEvery purchase of phone cases and MagSafe rings helps fund the Malala Fund and their mission to get more girls into school. This charitable partnership is highlighted across product pages and creates social impact from everyday purchases.
• ShopifycoreTechnology or IntegrationShopify powers the company's online e-commerce store (agood.com), providing the platform infrastructure for all online sales, payments, and order processing.
• TuttoSvenskanminorStrategic or Co-development PartnerFootball collaboration creating unique team phone cases with subtle colors and details from Swedish football culture. Cases are made in Sweden with clarity that resists yellowing.
• Charity WaterminorStrategic or Co-development PartnerPartnership to turn everyday tech purchases into clean water donations. Supported through the Shop by Purpose collection.
• Save the ChildrenminorStrategic or Co-development PartnerCharitable partnership supported through Shop by Purpose collection, helping protect children globally.

Scale indicators4 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Incipio: Long-standing case and accessories brand (now part of V裸nso Brands) with broad retail distribution. Relevant incumbent comparable for accessory breadth, OEM relationships, and pricing benchmarks.
• Speck Products: Established protective case brand with Presidio line and growing eco-friendly offerings. Comparable price tier and broad retail presence against agood's DTC-only model.
• PopSockets: Mass-market phone accessory brand with PopGrip bases, MagSafe-compatible mounts, and an expanding accessory ecosystem. Relevant adjacency in phone accessories and bundled protection offerings.
• OtterBox: Market-leading protective case brand owned by Treehouse Labs. Dominant in retail distribution and offering growing eco lines (OtterBox Cares, sustainable packaging) — sets the competitive ceiling on scale and pricing power.

Direct peers

• Mous: UK-based premium protective case brand with strong AiroShock™ drop-protection technology. Comparable pricing tier ($30–$50) and DTC-first growth model, with adjacent accessory lines.
• Casetify: Global phone case brand with strong sustainability sub-lines (Re/CASETIFY) and B Corp-style impact claims. Competes on design, celebrity collabs, and premium pricing — same target customer and price tier as agood.
• RhinoShield: Premium impact-protection phone cases with modular add-on ecosystem (similar in spirit to agood's MagSafe ring system). Overlaps on protective case specs, customization, and direct e-commerce.
• Pela Case: Venture-backed maker of 100% compostable phone cases (Pela 360). Closest direct competitor to agood's PLNTPRTCT™ plant-based cases, with overlapping sustainability positioning and DTC-first distribution.

Emerging players

• Nimble: B Corp-certified sustainable consumer electronics accessories brand (chargers, cables, cases). Directly comparable mission, certification status, and DTC-plus-retail (Best Buy) distribution mix.
• Wave Case: Direct-to-consumer compostable/biodegradable phone case brand. Smaller scale than Pela but directly competing on plant-based materials, sustainability messaging, and iPhone-first SKU strategy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/agoodcom
• LinkedInlinkedin.com/company/agood
• Instagraminstagram.com/agoodcom
• Xx.com/agoodcom

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agood Company