What XD Design does

XD Design (legal entity BB Distribution) is a Netherlands-headquartered direct-to-consumer brand that designs, manufactures, and sells anti-theft backpacks and travel accessories. Founded in 2007 and operating from Utrecht with warehouse and returns facilities in Rotterdam (EU) and Thrapston (UK), the company sells 89 SKUs organized into four collections — Everyday (the Bobby line), Urban, Soft, and Bizz & Travel — through its Shopify-powered storefront at xd-design.com.

The company's core technology centers on patented anti-theft hardware features: the X Lock Metal Zip Pull (a dual-zipper locking mechanism), the Shape Shift Zipper System (a deformable zipper that expands or compresses the bag's volume), and Twist-lock Zipper Pullers, alongside Hidden RFID Safe Pockets, cut-resistant front panels, and integrated USB charging ports. Products are manufactured with rPET (recycled PET) and recycled nylon, verified through the AWARE™ tracer system, which embeds blockchain-traceable markers certifying recycled content percentages per SKU (e.g., 23%–33% across flagship products).

The business model is pure D2C hardware sales at fixed unit prices between €19.95 and €189.95, with promotional discounting and a Klarna pay-later option at checkout. Free EU/UK shipping kicks in above €100/£100, with a 2-year warranty and 30-day returns. XD Design serves three primary personas — urban commuters, business/professional travelers, and eco-conscious consumers — and donates 2% of revenue to Water.org as the brand's social pillar. Multi-channel marketing spans Facebook, Instagram, YouTube, email newsletter, and customer review platforms (Trustpilot 4.2/5 across 4,000+ reviews; Judge.me Diamond Medal 100.0).

Name

XD Design

Legal name

BB Distribution

Website

https://xd-design.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

XD Design is a Netherlands-based direct-to-consumer brand designing and selling patented anti-theft backpacks and travel accessories across the EU and UK, serving urban commuters and business travelers with sustainability-verified rPET products.

Ownership category

akta.pro rank

Product category

Anti-Theft Backpacks & Travel Bags

NAICS

Luggage and Leather Goods Retailers (45832), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Backpacks & Travel Bags (CRAAAJAB)

akta.pro secondary industries

Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Anti-theft backpacks
• Sustainable travel bags
• RFID protected bags
• Recycled rPET products
• Urban commuting backpacks

Headquarters

HQ city

Rijswijk

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Hardware Sales: Direct-to-consumer sales of anti-theft backpacks and travel accessories through owned e-commerce storefront. Products sold at fixed retail prices in euros. One-time purchase model with no subscription component. Revenue generated from product sales with pricing ranging from €19.95 to €189.95 per item.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

XD Design designs, manufactures, and sells anti-theft backpacks, sling bags, briefcases, laptop bags, sleeves, and travel accessories. Products feature patented anti-theft technologies (cut-resistant fabrics, hidden zippers, twist-lock pulls, RFID-protected pockets) and are made primarily from recycled rPET and recycled nylon materials verified through AWARE™ tracer technology. Sales are direct-to-consumer via an owned Shopify e-commerce storefront shipping from EU (Netherlands) and UK warehouses.

Product overview

XD Design offers a portfolio of sustainable anti-theft backpacks and travel accessories organized into four main collections: Everyday (Bobby series), Urban, Soft, and Bizz & Travel. The core Bobby line includes the Hero series (Hero XL, Hero Regular, Hero Small), Bobby Edge, Bobby Air, Bobby Bizz 2.0, Bobby Sling, Bobby Soft, and Bobby Explore—all featuring anti-theft technologies including cut-resistant materials, hidden zippers, RFID-protected pockets, and integrated USB charging. The Urban collection provides city-focused bags including the Urban Backpack, Urban Flap-top, Urban Bike, Urban Expandable Sling, Urban Weekend Bag, Urban Lite, and Urban Cut Proof. The Soft collection offers softer-form bags like Soft Tote Backpack and Soft Daypack. The Bizz & Travel line includes the Bizz Backpack, Bobby Backpack Trolley, laptop bags, and sleeves. Accessories include the First Class All-in-One Travel Case, Passport Holder, and Flex Gym Bag. All products emphasize sustainable materials (rPET, recycled nylon) with AWARE™ traceability certification. The company is headquartered in the Netherlands with operations in the EU and UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Bobby Hero XL Flagship anti-theft backpack with cut-resistant material, integrated USB charging port, illuminating safety strips, luggage strap, and padded compartments for 17-inch laptop and 12.9-inch tablet; made from rPET fabric with AWARE™ tracer.
• Bobby Hero Regular Anti-theft backpack with cut-resistant front, hidden zippers, RFID-protected pockets, water-repellent finish, and integrated USB charging port; fits 15.6-inch laptop.
• Bobby Hero Small Compact anti-theft backpack with 13.3-inch laptop compartment and core anti-theft features from the Bobby Hero line.
• Bobby Edge Anti-theft backpack with self-locking metal zipper puller, water-repellent exterior, waterproof zipper, discreet RFID-protected rear pocket, and hidden tracking device pocket.
• Bobby Air Slim, streamlined backpack for daily commuting with magnetic lockable zipper pull, PU-coated zippers, water-repellent fabric, quick-access pocket, separate 16-inch laptop compartment, and top/side handles; made from recycled nylon.
• Bobby Bizz 2.0 Convertible anti-theft backpack and briefcase with cut-resistant material, built-in metal frame, RFID-protected pocket, integrated zinc alloy lock, and padded compartments for 16-inch laptop and 12.9-inch tablet.
• Bobby Sling Anti-theft crossbody sling with hidden zippers, no front access, RFID-protected pocket, cut-resistant material, 3-point safe buckle, water-resistant material, and integrated USB charging port.
• Switch Backpack Versatile backpack with Shape-Shift Zipper System 2.0 allowing transformation between minimalist and casual styles; crafted with lightweight recycled nylon, 21% recycled content.
• Bobby Soft Soft anti-theft backpack with anti-theft features integrated into a softer, casual design.
• Bobby Explore Anti-theft backpack designed for exploration with YKK Zipper Twist lock, suitable for travel and adventure use.
• Bobby Backpack Trolley Backpack with built-in trolley system, anti-theft features including cut-resistant design, and TSA zipper lock for travel.
• Urban Backpack Water-resistant anti-theft backpack for urban commuting with expandable volume (20L/26L) and sleek city-oriented design.
• Urban Flap-top Water-resistant flat-top backpack with anti-theft design, metal zipper lock, and expandable volume (18L/23L).
• Urban Bike Backpack Urban backpack designed for cycling commuters with water-resistant features and volume range of 17L/24L.
• Urban Expandable Sling Vertical cross-body bag with L-shaped opening, expandable section, Twist Lock Zipper Puller, fits 8-inch iPad mini, water-repellent rPET fabric.
• Urban Weekend Bag Water-resistant weekend bag with X Lock Metal Zip Pull, 33L volume for short trips.
• Urban Lite Lightweight anti-theft backpack with combination lock and design-based security features.
• Urban Cut Proof Urban backpack with combination lock, cut-resistant material, and anti-theft design, 27L volume.
• Soft Tote Backpack Convertible tote/backpack with soft design, expandable volume (12L/15L) from the Soft collection.
• Soft Daypack Soft, casual daypack from the Soft collection with comfortable design for everyday use.
• Bizz Backpack Professional backpack with 25L volume, 32(h) x 47(w) x 18(d) cm dimensions, suitable for business travel.
• First Class All-in-One Travel Case Versatile travel case with angled clamshell opening (55°), removable Flex Wash Pouch with wet/dry chamber, semi-hard EVA shell, made from rPET with AWARE™ tracer.
• Passport Holder RFID-protected passport case with front pocket for boarding passes, can be used as phone stand and wallet (3-in-1), fits up to 5.5-inch phone.
• Flex Gym Bag Versatile gym bag with 24L volume, designed for fitness and sports use.
• 16-inch Laptop Bag Dedicated laptop bag for 16-inch laptops from the Bizz & Travel collection.
• 14-inch Laptop Bag Dedicated laptop bag for 14-inch laptops from the Bizz & Travel collection.
• 16-inch Laptop Sleeve Protective sleeve for 16-inch laptops.
• 14-inch Laptop Sleeve Protective sleeve for 14-inch laptops.

Quantifiable outcome

• 5000+ customers worldwide trust XD Design products
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Six partnerships are on record, tiered core and minor.

• AWARE™ (by Wearaware)coreTechnology or IntegrationAWARE™ is a material traceability technology partner that provides blockchain-verified product passports for each XD Design product. It guarantees the use of genuine recycled fabric in every item, with physical tracer particles embedded in the material that can be scanned to verify recycled content percentage. This partnership is foundational to XD Design's sustainability claims and appears across all major product lines.
• ShopifycoreTechnology or IntegrationShopify provides the e-commerce platform powering xd-design.com, enabling online store operations, payment processing, and order management. Shopify is referenced in the Terms of Service as the platform host.
• DPDcoreOthersDPD is the primary logistics partner handling EU deliveries from the Rotterdam warehouse. All EU orders are shipped via DPD with 2-5 business day delivery windows. DPD is a pan-European parcel delivery network.
• DSV Logistics (UK)coreOthersDSV Logistics operates the UK warehouse facility (BIGBLUE XDDEHP2) in Thrapston for domestic UK order fulfillment and returns processing.
• Water.orgminorStrategic or Co-development PartnerWater.org is a charitable partnership receiving 2% of XD Design revenue as a donation. The partnership is highlighted on product pages (e.g., Bobby Edge), positioning the brand's sustainability efforts as extending beyond environmental impact to social impact as well.
• FOX Global (BB Distribution)coreOthersFOX Global operates as the EU logistics partner (P/A BB Distribution) handling EU warehouse operations and returns processing at Boyneweg 5, 3197 LK Botlek Rotterdam. BB Distribution is the legal entity name used in company policies and terms of service.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Loctote: Loctote makes anti-theft, slash- and cut-resistant bags designed for urban and travel use, overlapping directly with XD Design's Bobby line in feature set and target buyer.
• Pacsafe: Pacsafe is the most direct competitor to XD Design, specializing in anti-theft travel bags with slash-resistant eXomesh, locking zippers, and RFID-safe pockets. It serves the same urban commuter and traveler segments globally.
• Travelon: Travelon produces anti-theft handbags, backpacks, and travel accessories with slash-resistant construction and locking straps, directly competing with XD Design in the security-focused carry category.
• Bellroy: Bellroy designs premium, minimalist carry goods (backpacks, totes, work bags) for urban professionals. It competes with XD Design on the premium everyday-carry buyer, with comparable pricing tiers and DTC-led brand experience.
• Troubadour: Troubadour is a sustainable, premium backpack and travel bag brand with a similar DTC model and eco-conscious positioning, making it a close peer in both product and go-to-market approach.

Broad incumbents

• Targus: Targus is a large established player in laptop bags, backpacks, and mobile accessories. Its broader business and B2B channel reach overlap with XD Design's Bizz & Travel and laptop bag lines, though XD Design focuses on the anti-theft niche.
• Samsonite: Samsonite is the global luggage and travel goods leader, with anti-theft offerings such as the XDRIVE and Roam lines. It competes on travel bag share but with a much broader portfolio and global retail distribution.
• Thule: Thule is a premium Swedish brand for backpacks, travel bags, and outdoor/lifestyle carry. It overlaps with XD Design on commuter and travel bags but spans a wider outdoor and active lifestyle portfolio.

Emerging players

• Osprey: Osprey is a well-known outdoor and travel backpack maker that overlaps with XD Design's travel and commuter use cases, though it is rooted in outdoor/adventure rather than anti-theft urban commuting.
• Aer: Aer makes premium, functional backpacks and gym bags for urban professionals. It targets a similar commuter and work-travel audience to XD Design with comparable premium pricing, but lacks an anti-theft technology focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCvrVFute8OembhfEhstXgHQ
• Facebookfacebook.com/XDDesign.eu
• Instagraminstagram.com/xddesign
• Xx.com/XDDesign_

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 XD Design