BGZ brands

What BGZ brands does

BGZ brands is a privately held consumer electronics accessories company founded in 2002 as NLU Products and headquartered in Lehi, Utah. The company operates three differentiated sub-brands under one corporate parent: BodyGuardz (device protection, including the Pure, Apex, Eco PRTX, and Pure 3 screen protector lines and the Ace Pro, Carve, Bravo, Solitude, Rivet, and Score phone case lines), Lander (expedition-inspired accessories including sustainable phone cases, the Traveler and Commuter backpacks, the Cairn Lantern + Power Bank, and the Kiva headlamp), and Moxyo (modern lifestyle accessories including the Zigi Band lanyard system). A fourth entity, Relief Haven, is a 501(c)(3)-adjacent nonprofit foundation created by the founding Feller family in 2015. BGZ brands has cumulatively sold more than 10 million Pure screen protectors and over 1 million phone cases, and holds or licenses proprietary technologies including CrystalCore glass treatment (Apex), PureGuard antimicrobial coatings, InvisiPrint MBED anti-fingerprint coating developed with NBD Nano, and Unequal shock-absorbing material originally developed for professional athletes.

The company's revenue model is overwhelmingly transactional hardware sales across three go-to-market channels: (1) direct-to-consumer e-commerce through brand websites and Amazon; (2) wholesale distribution through major U.S. retailers including Target, Walmart, Best Buy, and REI, as well as all Apple stores worldwide (Lander brand since 2018); and (3) carrier and OEM partnerships including AT&T, Verizon private-label (launched 2021), and the Samsung Mobile Accessory Partnership Program (SMAPP, 2022). Pricing spans budget to premium ($14.99 for Zigi Band, $25–$50 for cases and screen protectors, up to $44.95 for the premium Podium AirPods case), with an optional Advantage Program subscription offering free lifetime screen protector replacements for shipping and handling fees. Customer segments include individual mobile device users (BodyGuardz), outdoor/adventure enthusiasts (Lander), style-conscious younger consumers (Moxyo), and B2B retail and carrier partners. The company has built a sustainability-led product strategy on recycled materials (Eastman Tritan Renew with 50% certified recycled content, Repreve ocean plastics), bioplastics, plastic-free packaging, and Green Product Mark certification by TUV Rheinland for the Eco PRTX screen protector, alongside a reforestation partnership with One Tree Planted that has planted 11 million trees since 2014.

Name

BGZ brands

Legal name

BGZ Brands

Website

https://bgzbrands.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

BGZ brands is a private consumer electronics accessories company operating three brands—BodyGuardz (device protection), Lander (outdoor-inspired accessories), and Moxyo (lifestyle accessories)—distributed through Apple stores, major retailers, and carriers globally.

Ownership category

akta.pro rank

Product category

Mobile Device Accessories

NAICS

Electronics and Appliance Retailers (4492), Luggage and Leather Goods Retailers (45832)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Mobile device protection
• Screen protectors
• Phone cases
• Consumer electronics accessories
• Outdoor tech gear

Headquarters

HQ city

Lehi

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - Screen Protectors: Direct sales of proprietary screen protectors including Pure, PRTX, Eco PRTX, Pure 3, and Apex products. One-time purchase model with lifetime warranty and Advantage Program for replacements.
2. Hardware Sales - Phone Cases: Sale of protective phone cases under BodyGuardz, Lander, and Moxyo brands. Includes sustainable case lines with bioplastics and recycled materials. Various price points from budget to premium.
3. Accessories and Lifestyle Products: Lander outdoor gear including backpacks, lanterns, power banks, headlamps. Moxyo lifestyle accessories. AirPods cases, emergency hubs, and other mobile accessories.
4. Retail and Distribution Partnerships: Products sold through major retail partners (Target, Walmart, Best Buy, REI), Apple stores, and Verizon private-label arrangements. Revenue through wholesale/distribution model.
5. E-commerce Direct Sales: Direct-to-consumer sales through brand websites (BodyGuardz.com, Lander.com, Moxyo.com, BGZbrands.com) and Amazon marketplace.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels5 records

Core offering

BGZ brands is a Lehi, Utah-based consumer products company that designs, manufactures, and distributes mobile device protection and lifestyle accessories under three sub-brands: BodyGuardz (screen protectors, phone cases, AirPods cases, smart home products), Lander (expedition-inspired sustainable phone cases, backpacks, lanterns, power banks, headlamps), and Moxyo (lifestyle accessories including the Zigi Band phone lanyard). The company sells through its own e-commerce sites, Amazon, big-box retailers (Target, Walmart, Best Buy, REI), Apple stores worldwide, and carrier/wholesale partnerships with AT&T, Verizon, and Samsung.

Product overview

BGZ brands is a unified parent company operating three distinct consumer electronics accessory brands under one corporate mission. BodyGuardz provides device protection including screen protectors (Pure, Apex, Eco PRTX lines), phone cases (Ace Pro, Carve, Bravo, Solitude, Rivet, Score), and smart home products (360 Security Camera, 5-in-1 Emergency Hub). Lander offers expedition-inspired accessories including Torrey and Glacier sustainable phone cases, backpacks (Traveler, Commuter), lighting (Cairn Lantern + Power Bank, headlamps), and charging solutions. Moxyo provides modern lifestyle accessories including the Zigi Band phone lanyard system. The company is headquartered in Lehi, Utah, founded in 2002, with strong sustainability initiatives including plastic-free packaging, recycled materials, and partnerships with One Tree Planted.

Differentiator

Problem solved

Functional benefit

Brands

• BodyGuardz: Leading device protection company offering screen protectors, cases, and mobile device accessories
• Lander
• Moxyo
• Relief Haven

Products and services

• Pure 3 Screen Protector BodyGuardz proprietary screen protector that is five times stronger than an unprotected screen, certified green, and installs in under 30 seconds. Sold direct and through retail channels to smartphone users.
• Apex Screen Protector with CrystalCore Technology BodyGuardz premium screen protector engineered with proprietary CrystalCore technology; a mixing and baking process reinforces crystalline structure density for ultra-thin yet highly protective performance. Targeted at premium smartphone users.
• Eco PRTX Screen Protector Industry's first shatterproof synthetic glass screen protector with 50% less carbon footprint than the original PRTX; plastic-free, 100% recyclable packaging printed with soy-based inks with a home compostable pouch. TUV Rheinland Green Product Mark certified. Sold to sustainability-conscious smartphone users.
• PRTX Screen Protector Premium screen protector engineered not to crack, chip, or break, with a unique electroplated top coat for scratch protection and glass-like feel. Features PureGuard or UltraFresh antimicrobial protection. For smartphone and tablet users.
• Red Light Converter Screen Protector BodyGuardz digital beauty screen protector that transforms harmful blue light from phone screens into beneficial red light, designed to reduce skin aging and sleep disruption from prolonged screen exposure. Targeted at skincare-conscious mobile users.
• Ace Pro Case BodyGuardz transparent, lightweight phone case engineered to accentuate device design. Lined with patented Unequal material used by professional athletes, with PureGuard antimicrobial protection. Available in Clear/White, Smoke/Black, and a MagSafe version. For smartphone users seeking slim protective cases.
• Carve Case BodyGuardz case combining eye-catching aesthetics with practical function. Features sculpted edge for no-slip grip, made with bioplastics and Tritan Renew materials with 50% certified recycled content. Includes 8-foot drop rating, antimicrobial protection, and raised bumpers for camera and screen protection.
• Bravo Case BodyGuardz case featuring striking classic colors with curved edges. Includes firm backplate for improved strength and 12-foot drop rating with touch-intuitive buttons.
• Solitude Case BodyGuardz eco-friendly phone case with bright, playful colors, slim profile, textured edge grip, and 8-foot drop rating.
• Rivet Case BodyGuardz adventure-inspired case with architecture-inspired ribbed bumper for ultimate secure hand feel and tactile grip. Features camera bumper, 12-foot drop rating, and pocket-friendly profile.
• Score Case BodyGuardz case with soft, fashion-forward approachable colors paired with robust protection. Features modern minimalist design and 12-foot drop rating.
• Podium AirPods Case BodyGuardz eco-friendly AirPods case with solid walnut top, rotating latch made from recycled aluminum (patent pending), black bioplastic bottom, and Repreve lanyard. Won 2021 Red Dot Award. Targeted at premium AirPods owners.
• BodyGuardz 360 Security Camera Wi-Fi connected portable security camera designed to look like a portable Bluetooth speaker or thermos. Compact form factor for portability. Targeted at home security consumers.
• 5-in-1 Emergency Hub Wi-Fi connected portable emergency device that packs multiple functions into one compact, pocket-sized unit for emergency preparedness and home safety.
• Torrey Case Lander sustainable phone case featuring Repreve lanyard made from recycled plastic bottles, Thermoline material for temperature regulation, 10-foot drop rating, and smoother edges. Targeted at outdoor and active lifestyle consumers.
• Glacier Case Lander transparent sustainable case made with Tritan Renew from Eastman, allowing device colors to show through. Features crush zones, rigid durable construction, MagSafe compatibility.
• Traveler Backpack Lander 35L roll-top backpack designed for 3-4 day adventures, featuring Crash Pad waterproof protection system and tech-focused organization. For outdoor travelers.
• Commuter Backpack 25L Lander backpack designed for outdoor trips and daily commutes with excellent device protection features.
• Cairn Lantern + Power Bank Lander compact camping device combining lantern and power bank functions. Features multi-axis elastic tether for versatile attachment. For outdoor enthusiasts and campers.
• Kiva Headlamp Lander headlamp made with recycled ocean plastics (Repreve). For outdoor and adventure users.
• Arete AirPods Pro Case Lander AirPods Pro case made with recycled ocean plastics (Repreve). For sustainability-conscious AirPods Pro owners.
• Zigi Band Moxyo lanyard system connecting phone to wrist, making devices 'undroppable.' Super-slim design easily slips in/out of pockets. Available with various patterns including Smiley Company collaboration. Targeted at style-conscious and active consumers.
• Advantage Program Subscription program offering free screen protector replacements during the life of the device for the cost of shipping and handling only, plus a limited lifetime warranty. Available with BodyGuardz screen protector purchases.

Quantifiable outcome

• 10 million+ Pure screen protectors sold
• +4 more outcomes

Named customers11 records

Segments5 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

Ten partnerships are on record, tiered minor, key and core.

• Tabitha PaigeminorGTM or Marketing Partner · 17 May 2023Artist collaboration for limited edition product line. Third-generation artist creates pastoral landscapes, florals, and wildlife paintings. Products feature her soft, detailed painting style with muted earth-tones color palette.
• Samsung (SMAPP)keyChannel Partner/ Reseller/ Distributor · 9 February 2022Samsung Mobile Accessory Partnership Program (SMAPP) for Made for Samsung badge. Products receive Made for Samsung badge ensuring custom fit for every curve of Samsung devices. SMAPP-approved accessories for Galaxy S22, S21, and other Samsung devices.
• Top Polymer EnterprisecoreTechnology or Integration · 22 October 2021Partnership focused on sustainability in materials and processes. Top Polymer provides bio-content and PCR (post-consumer recycled) thermoplastic elastomeric (TPE) materials for BodyGuardz products. Enables more seamless transition toward greater sustainability in production and materials.
• Eastman Chemical CompanycoreTechnology or Integration · 14 September 2021Partnership for Tritan Renew materials with 50% certified recycled content. Molecular recycling technology transforms single-use plastic waste into durable materials. BodyGuardz and Lander first to produce phone cases with these materials. Partnership enables sustainable product lines while reducing plastic waste from landfills and oceans.
• One Tree PlantedkeyStrategic or Co-development Partner · 30 August 2021Environmental partnership where BodyGuardz plants one tree for every Eco PRTX screen protector purchased. 501(c)(3) nonprofit focused on global reforestation including rebuilding forests after fires and floods, providing jobs for social impact, and restoring biodiversity.
• TUV RheinlandkeyStrategic or Co-development Partner · 30 August 2021Green Product Mark certification body that certified Eco PRTX as first shatterproof synthetic glass screen protector to achieve Green Product Mark. TUV Rheinland is independent third-party testing, inspection and certification organization.
• Smiley CompanykeyGTM or Marketing Partner · 29 April 2021Brand partnership for Smiley-branded Zigi Band lanyard products under Moxyo brand. Smiley Company is one of Top 100 licensing companies with trademark in over 100 countries. Partnership aimed at expanding Moxyo into larger retailers and creating suite of Smiley-branded products.
• NBD NanotechnologiescoreTechnology or Integration · 12 January 2021Partnership for InvisiPrint MBED coating technology - dual function coating that makes fingerprints invisible while preventing bacterial growth. NBD Nano provides surface coating expertise and technology for BodyGuardz PureGuard antimicrobial formula.
• ReprevekeyTechnology or Integration · 1 January 2021Partnership with Repreve, the leader in ocean plastic recycling. Repreve materials used in Lander products including Kiva headlamp and Arete AirPods Pro case. Repreve lanyards made from recycled plastic bottles used in phone cases.
• Unequal TechnologiescoreTechnology or Integration · 1 January 2020Partnership for Unequal shock-absorbing technology used in BodyGuardz cases. Pro-grade impact protection technology originally developed for professional athletes, now applied to consumer phone cases.

Scale indicators7 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Catalyst: Premium protective case brand with focus on waterproof and impact protection; directly competes with BodyGuardz in the rugged/protective case segment with overlapping Apple store and retail distribution.
• Urban Armor Gear (UAG): Rugged protective case brand sold through major retailers and carriers; directly comparable to BodyGuardz's Ace Pro and Bravo case lines on drop-protection marketing and material tech (impact-resistant bumpers).
• Speck Products: Direct competitor in protective phone cases with similar retail distribution (Best Buy, Target) and carrier presence. Comparable mid-market positioning and price point to BodyGuardz.
• Casetify: Premium DTC phone case brand with strong lifestyle branding, directly competing with BodyGuardz and Moxyo on fashion-forward cases. Comparable on Apple store presence, sustainability positioning, and influencer-led go-to-market.
• RhinoShield: Direct competitor in impact-resistant phone cases and screen protectors with proprietary shock-absorbing technology comparable to BodyGuardz's Unequal partnership. Strong global DTC presence similar to BodyGuardz.
• Zagg (InvisibleShield): Screen protection specialist with InvisibleShield brand, directly competing with BodyGuardz Pure and Apex lines. Comparable on carrier retail placement, screen-protector-as-primary-product positioning, and patented tech marketing.
• OtterBox: Largest US phone case and screen protector brand, directly competing with BodyGuardz across protective cases and screen protectors sold through carriers (Verizon, AT&T) and major retailers (Best Buy, Target). Closest comparable on distribution footprint and product mix.
• PopSockets: Phone accessory brand (pop grips, cases) sold through similar mass-market retail and carrier channels; overlaps with Moxyo in the lifestyle/expression accessory category and with BodyGuardz in case adjacencies.

Broad incumbents

• Incipio (Case-Mate, Incase): Broader mobile accessories platform owned by CCI that acquired OtterBox; competes with BGZ across cases, screen protectors, and carrier private-label programs at greater scale.
• Anker (via AnkerMake / Soundcore accessories): Large mobile-accessory platform spanning chargers, power banks, and cases; overlaps with Lander's charging solutions and Cairn Lantern + Power Bank. Comparable in retail breadth (Walmart, Best Buy, Amazon) and category expansion strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bgzbrands
• YouTubeyoutube.com/channel/UClFJ9lrIk0g-dea1ualoyPw
• Facebookfacebook.com/bgzbrands
• Instagraminstagram.com/bgzbrands
• LinkedInlinkedin.com/company/bgz-brands

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries4 records

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 BGZ brands