PlanetBox
PlanetBox is a Seattle-based, founder-owned direct-to-consumer brand that designs and sells patented stainless steel bento-style lunchboxes and modular accessories for children and eco-conscious adults in the U.S. and Canada.
- Company typePrivate
- Founded2009
- HeadquartersSeattle, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What PlanetBox does
PlanetBox is a Seattle-based, founder-owned direct-to-consumer brand founded in 2009 by Robert and Caroline Miros that designs and sells eco-friendly stainless steel lunch packing systems for children and adults. Its core technology is compartmentalized bento-style lunchboxes built from food-grade 304 stainless steel (18/8 and 18/0 compositions) with LFGB-certified silicone components, protected by three US patents (8,328,034, D616,258, D655,988) covering its proprietary magnet-attachable lid system and product designs. The product line spans six lunch box models (Rover, Launch, Shuttle, Voyager, Explorer, To-Go Salad Bowl) and an extensive accessory ecosystem including dippers, pods, snack containers, insulated bags, water bottles, cool packs, utensils, and decorative magnets, with a 5-year warranty on stainless steel goods.
The company operates a direct-to-consumer e-commerce model through planetbox.com as its primary sales channel, complemented by a wholesale program and authorized retail distribution in the U.S. and Canada. Revenue is generated through one-time hardware sales across lunch boxes ($43-$65), accessories ($7-$16), and the PlanetGoods adult-oriented sub-brand (glass containers, salad bowl kits, work totes, utensil sets, $9-$40). The company employs a multi-channel marketing approach combining content marketing, email newsletters, organic social (Instagram, Facebook, YouTube, Pinterest), earned media coverage, a tiered Yotpo-powered loyalty program, and a referral program. Customer segments are diversified across parents of school-age children (Pre-K through high school), adults seeking plastic-free meal solutions, and active lifestyle consumers, with no named enterprise accounts and structurally low customer concentration risk.
PlanetBox firmographics
Firmographics- Name
- PlanetBox
- Legal name
- PlanetBox LLC
- Website
- https://planetbox.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- PlanetBox is a Seattle-based, founder-owned direct-to-consumer brand that designs and sells patented stainless steel bento-style lunchboxes and modular accessories for children and eco-conscious adults in the U.S. and Canada.
- Ownership category
- akta.pro rank
PlanetBox industry classification
Industry- Product category
- Reusable Lunch Containers
- NAICS
- Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362)
- akta.pro primary industry
- Food Storage Containers (Disposable & Reusable) (CRAJAGAF)
- akta.pro secondary industry
- Storage Containers & Bins Retail (Plastic, Glass, Modular) (CRAIAJAC)
Keywords
Where PlanetBox is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PlanetBox business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel
Revenue model
- Product Sales: One-time purchase of stainless steel lunch boxes, food containers, accessories, and drinkware. Products include various lunch box models (Rover, Launch, Shuttle, Explorer, Voyager), dippers, snack containers, bags, water bottles, and replacement parts. No subscription component.
- Wholesale/B2B Sales: Wholesale program for retailers to carry PlanetBox products. Also available through authorized retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Rover Lunch Box Set - Best-selling stainless steel bento-style lunch box |
| One time/ perpetual license | Pay-as-you-go | Launch Lunch Box Set - Larger capacity for bigger appetites (K-12) |
| One time/ perpetual license | Pay-as-you-go | Shuttle Lunch Box Set - Smaller snack-sized option for young children |
| Unit Pricing | Pay-as-you-go | Accessories - Dipper containers, utensils, cool packs, magnets |
| One time/ perpetual license | Pay-as-you-go | PlanetGoods Line - Adult-focused lunch gear including glass containers and salad kits |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
PlanetBox product offering
Product offeringCore offering
PlanetBox designs, manufactures (through partners), and sells durable stainless steel, plastic-free lunch packing systems for children and adults. The core product line consists of compartmentalized bento-style lunch boxes (Rover, Launch, Shuttle, Voyager, Explorer) plus a leakproof salad bowl kit, supported by a modular accessory ecosystem including insulated bags, water bottles, snack containers, dippers, pods, utensils, cool packs, glass food storage, and customizable decorative magnets. All products are sold as one-time purchases, primarily direct-to-consumer via planetbox.com.
Product overview
PlanetBox is a direct-to-consumer brand specializing in eco-friendly, stainless steel lunch packing systems for children and adults. The core product line consists of six lunch box models (Rover, Launch, Shuttle, Voyager, Explorer, and To-Go Salad Bowl) with modular accessories including insulated bags, water bottles, food containers, utensils, cool packs, and decorative magnets. The company also offers PlanetGoods, an adult-oriented sub-brand featuring glass food storage containers, work totes, and utensil sets. All products emphasize plastic-free construction, durability, and sustainability with a 5-year warranty on stainless steel items.
Differentiator
Problem solved
Functional benefit
Brands
- PlanetGoods: Adult lunch gear collection including glass food storage containers, insulated water bottles, and reusable utensil sets designed for work lunches.
Products and services
- Rover Stainless Steel Lunch Box Set Best-selling 5-compartment bento-style stainless steel lunch box holding nearly 4.5 cups of food, designed for children and adults wanting meal variety. Includes Big and Little Round Dippers for wet foods; uses food-grade 304 stainless steel with magnet-attachable lid.
- Launch Stainless Steel Lunch Box Set
Quantifiable outcome
- Products designed to last 10+ years of daily use, dramatically reducing long-term cost versus disposable alternatives
- +1 more outcomes
Companies that use PlanetBox
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
PlanetBox technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
PlanetBox partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Caroline ChambersminorFood blogger and author Caroline Chambers has partnered with PlanetBox to create meal planning content and guides. She developed a free guide featuring five family dinners, five kid-approved lunches, and one organized grocery list to make school lunch packing easier. PlanetBox promotes this partnership through their website and blog.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
PlanetBox competitors and assessment
Company assessmentDirect peers
- Bentgo: Bentgo is the leading direct competitor in the kid-focused bento lunchbox category, offering compartmentalized plastic lunch boxes and accessories marketed primarily to parents for school lunches — directly competing with PlanetBox on positioning, target customer, and use case.
- LunchBots: LunchBots makes stainless steel bento boxes and snack containers for kids and adults, almost identical in materials and use case to PlanetBox; both brands compete head-to-head in the plastic-free, multi-compartment lunchbox niche.
- OmieBox: OmieBox sells insulated, leak-proof bento lunch boxes for kids with a thermos compartment, targeting the same parent-and-school demographic as PlanetBox with comparable premium positioning and DTC distribution.
- Yubo (formerly Yummy Lunchbox): Yubo sells bento-style kid lunch boxes and accessories online and through retail, overlapping with PlanetBox in function, customer, and channel strategy.
Emerging players
- SoYoung: SoYoung makes insulated, washable raw-feel lunch bags and lunch boxes, addressing the same school-lunch use case as PlanetBox but from a bag/apparel-led design perspective with overlapping parent-customer base.
- Wildkin: Wildkin produces backpacks, lunch boxes, and kids' mealtime accessories that frequently show up alongside PlanetBox in school-supply guides; an adjacent competitor in the school-lunch gear category with broader character/license partnerships.
- Built NY (Built): Built NY sells neoprene and insulated lunch bags, totes, and food containers aimed at adults and families; overlaps with PlanetBox's adult PlanetGoods line and cooler/tote use cases.
Broad incumbents
- Thermos LLC: Thermos is a long-established incumbent in insulated food jars, drinkware, and lunch containers, with broad mass-market distribution that competes with PlanetBox's Mercury and Glacier water bottle lines.
- Hydro Flask: Hydro Flask (owned by Helen of Troy) is a broad-lifestyle incumbent in premium insulated drinkware that competes with PlanetBox's Glacier water bottle line and increasingly overlaps in lunch gear.
- YETI: YETI is a premium outdoor lifestyle brand with broad drinkware, coolers, and food container lines that overlap PlanetBox's premium positioning in the adult lunch and drinkware category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
PlanetBox social profiles
Digital presencePlanetBox compliance and trust
Trust signalCompliance7 records
PlanetBox financial estimates
Financial estimateRevenue estimate
Valuation estimate
PlanetBox leadership team
Management profileNumber of profiles
Profiles2 records
PlanetBox funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PlanetBox 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 PlanetBox
What does PlanetBox do?
PlanetBox designs, manufactures (through partners), and sells durable stainless steel, plastic-free lunch packing systems for children and adults. The core product line consists of compartmentalized bento-style lunch boxes (Rover, Launch, Shuttle, Voyager, Explorer) plus a leakproof salad bowl kit, supported by a modular accessory ecosystem including insulated bags, water bottles, snack containers, dippers, pods, utensils, cool packs, glass food storage, and customizable decorative magnets. All products are sold as one-time purchases, primarily direct-to-consumer via planetbox.com.
Is PlanetBox a public or private company?
PlanetBox is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PlanetBox founded?
PlanetBox was founded in 2009. It employs 1 to 10 people.
Where is PlanetBox based?
PlanetBox is headquartered in Seattle, United States, in the North America region.
How does PlanetBox make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are wholesale/B2B Sales.
Who are PlanetBox's main competitors?
Direct peers on record are Bentgo, LunchBots, OmieBox and Yubo (formerly Yummy Lunchbox). Emerging players are SoYoung, Wildkin and Built NY (Built). Broad incumbents are Thermos LLC, Hydro Flask and YETI.
Does PlanetBox have an API?
No public API is recorded for PlanetBox.
What industry is PlanetBox in?
PlanetBox's product category is Reusable Lunch Containers. Its primary akta.pro industry code is CRAJAGAF, Food Storage Containers (Disposable & Reusable), with a secondary code of CRAIAJAC, Storage Containers & Bins Retail (Plastic, Glass, Modular). Its NAICS code is 459.