Totallee
Totallee is a privately held direct-to-consumer brand that designs and sells ultra-thin, branding-free iPhone cases, screen protectors, and charging accessories through its own e-commerce site to consumers in 40+ countries.
- Company typePrivate
- Founded2013
- HeadquartersSouth Pasadena, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Totallee does
Totallee is a direct-to-consumer e-commerce brand founded in 2013 and headquartered in South Pasadena, California, that designs and sells ultra-thin iPhone cases and related mobile accessories. Its product portfolio is built around three case tiers — the Scarf (0.02-inch ultra-thin), the Spy (0.04-inch clear), and the Doberman (0.06-inch rugged) — each available across iPhone generations from iPhone 13 through iPhone 17, complemented by edge-to-edge tempered glass screen protectors and a small line of wireless chargers and cables. Cases and accessories are manufactured from plastic with MagSafe compatibility on selected SKUs and are positioned as minimalist, branding-free alternatives to bulkier protective cases.
The company operates exclusively through its own Shopify-powered online storefront and ships to more than 40 countries across North America, Europe, and Asia Pacific, with tiered shipping rates and free worldwide shipping on orders above $50. Marketing is concentrated on owned digital channels — social media (Facebook, Twitter/X, Pinterest, Instagram), email newsletters — and earned media coverage from outlets including Wirecutter, Forbes, 9to5Mac, iMore, Cult of Mac, and Tech Times. Pricing ranges from $15 for a charging cable to $59 for wireless chargers, with cases typically priced at $35-$39.
Totallee reports a cumulative customer base of more than 800,000 and offers a 30-day money-back guarantee and a 2-year warranty. The business is privately held with no disclosed investors or funding rounds, supports 11-50 employees, and derives essentially all revenue from one-time hardware sales of cases, screen protectors, and charging accessories. The company donates 1% of sales to initiatives addressing homelessness, though this is positioned as a values statement rather than a material revenue driver.
Totallee firmographics
Firmographics- Name
- Totallee
- Website
- https://totalleecase.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Totallee is a privately held direct-to-consumer brand that designs and sells ultra-thin, branding-free iPhone cases, screen protectors, and charging accessories through its own e-commerce site to consumers in 40+ countries.
- Ownership category
- akta.pro rank
Totallee industry classification
Industry- Product category
- Mobile Phone Cases & Accessories
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)
- SIC
- Retail-Radio, Tv & Consumer Electronics Stores (5731)
- akta.pro primary industry
- Wearable Accessories & Bands (straps, chargers, cases) (CRACAIAK)
Keywords
Where Totallee is headquartered
LocationHeadquarters
- HQ city
- South Pasadena
- HQ country
- United States
- HQ region
- North America
Markets served
Totallee business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- iPhone Case Sales: Totallee generates revenue primarily through direct-to-consumer sales of ultra-thin iPhone cases. Their product line includes three case series (Scarf, Spy, Doberman) priced at $35-$39, available for iPhone 13 through iPhone 17 models.
- Screen Protector Sales: Tempered glass screen protectors sold at $29 per unit (1-pack) or $48 for 2-pack (save $10), covering iPhone 13 through iPhone 17 models including the new iPhone Air.
- Accessory Sales: Additional revenue from wireless chargers ($59), wireless car chargers ($59), and iPhone charging cables ($15).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | The Scarf - Thin Case at $35 |
| One time/ perpetual license | Pay-as-you-go | The Spy - Clear Case at $35 |
| One time/ perpetual license | Pay-as-you-go | The Doberman - Tough Case at $39 |
| One time/ perpetual license | Pay-as-you-go | Tempered Glass Screen Protector at $29 |
| One time/ perpetual license | Pay-as-you-go | Wireless Charger 2.0 at $59 |
| One time/ perpetual license | Pay-as-you-go | Wireless Car Charger at $59 |
| One time/ perpetual license | Pay-as-you-go | iPhone Charger Cable at $15 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Totallee product offering
Product offeringCore offering
Totallee designs, manufactures, and sells ultra-thin iPhone cases directly to consumers through its own e-commerce website. Its product line consists of three case series — the Scarf (0.02" thin), Spy (0.04" thin clear case), and Doberman (0.06" thin rugged case) — complemented by tempered glass screen protectors, wireless chargers, and charging cables for iPhone 13 through iPhone 17 models.
Product overview
Totallee is a direct-to-consumer brand specializing in ultra-thin iPhone cases and mobile accessories. The product portfolio consists of three distinct case lines: The Scarf (ultra-thin at 0.02 inches), The Spy (clear protective case), and The Doberman (rugged tough case). These are complemented by tempered glass screen protectors and charging accessories including wireless chargers and cables. All products are designed exclusively for Apple iPhones spanning multiple generations from iPhone 13 through iPhone 17 series, with pricing ranging from $15 for cables to $59 for wireless chargers, and cases typically priced between $35-$39.
Differentiator
Problem solved
Functional benefit
Products and services
- Scarf - The Thin Case
Companies that use Totallee
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Totallee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Totallee partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Totallee competitors and assessment
Company assessmentDirect peers
- Casetify: Casetify is a leading direct-to-consumer iPhone case brand with strong design-led positioning, broad customization, and a global e-commerce footprint. Directly comparable to Totallee on target customer (iPhone users), channel (DTC), and category (premium protective cases).
- Caudabe: Caudabe is a DTC brand focused on thin, minimalist iPhone cases (e.g., The Veil, The Synthesis) with similar premium pricing and design-led branding. Closely comparable to Totallee on target customer, product positioning, and channel strategy.
- Peel: Peel is a DTC iPhone case brand historically built around ultra-thin, branding-free cases for iPhone. Highly comparable to Totallee on the minimalist thin-case positioning that originally defined both brands.
- Mous: Mous is a premium DTC phone case brand known for protective cases with proprietary materials (e.g., AiroShock), competing in the iPhone premium case market. Comparable to Totallee's Doberman line on rugged positioning while operating in the same premium DTC space.
- Pitaka: Pitaka sells premium thin, MagSafe-compatible iPhone cases made from aramid fiber, with a similar minimalist DTC brand positioning. Directly competes with Totallee on ultra-thin form factor and iPhone-focused accessory buyers.
- Thinborne: Thinborne specializes in ultra-thin (often aramid fiber) iPhone cases with MagSafe compatibility, marketed directly to minimalist iPhone buyers. Direct competitor to Totallee in the thin-case niche.
Broad incumbents
- OtterBox: OtterBox is a major incumbent in protective phone cases, known for rugged, drop-tested products sold through retail and DTC channels. Comparable as a large-scale competitor in the iPhone case space, though it sits at the rugged/Doberman end of the spectrum rather than ultra-thin.
- Spigen: Spigen is one of the largest global phone case manufacturers, offering a wide range of cases at multiple price points with strong retail and Amazon presence. Comparable as a broader incumbent competing across the same iPhone case category as Totallee.
- Speck Products: Speck is an established iPhone case brand with broad retail distribution and a focus on protective yet slim designs. Comparable to Totallee as a larger incumbent competitor in the iPhone case category.
Others
- Belkin: Belkin is a major consumer electronics accessories brand that sells cases alongside chargers, screen protectors, and wireless charging products. Comparable as an ecosystem accessories competitor and a potential channel/distribution partner for Totallee-style accessories.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
Totallee social profiles
Digital presenceTotallee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Totallee leadership team
Management profileNumber of profiles
Totallee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Totallee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Totallee
What does Totallee do?
Totallee designs, manufactures, and sells ultra-thin iPhone cases directly to consumers through its own e-commerce website. Its product line consists of three case series — the Scarf (0.02" thin), Spy (0.04" thin clear case), and Doberman (0.06" thin rugged case) — complemented by tempered glass screen protectors, wireless chargers, and charging cables for iPhone 13 through iPhone 17 models.
Is Totallee a public or private company?
Totallee is a private company. It is classified as unknown and is currently operating.
When was Totallee founded?
Totallee was founded in 2013. It employs 11 to 50 people.
Where is Totallee based?
Totallee is headquartered in South Pasadena, United States, in the North America region.
How does Totallee make money?
Three revenue lines are on record. iPhone Case Sales are the primary driver. The others are screen Protector Sales and accessory Sales.
Who are Totallee's main competitors?
Direct peers on record are Casetify, Caudabe, Peel, Mous, Pitaka and Thinborne. Broad incumbents are OtterBox, Spigen and Speck Products. Belkin is listed as an others.
Does Totallee have an API?
No public API is recorded for Totallee.
What industry is Totallee in?
Totallee's product category is Mobile Phone Cases & Accessories. Its primary akta.pro industry code is CRACAIAK, Wearable Accessories & Bands (straps, chargers, cases). Its NAICS code is 449 and its SIC code is 5731.