Cover it up
Cover It Up is an India-based D2C e-commerce platform founded in 2013, selling licensed pop culture phone cases, customized merchandise via CIU Custom Lab, and 13 international accessory brands to Indian consumers through its Shopify storefront.
- Company typePrivate
- Founded2013
- HeadquartersChennai, India
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cover it up does
Cover It Up is an India-based direct-to-consumer e-commerce retailer founded in 2013 by Ronak Sarda and headquartered in Chennai. The company operates a Shopify-powered online storefront at coveritup.com that sells branded and licensed phone cases, tech accessories, desk mats, AirPods cases, wallets, stationery, customized apparel, gift hampers, and collectibles to Indian consumers. Its core differentiator is access to an exclusive portfolio of official entertainment franchise licenses (Marvel, Harry Potter, NASA, Friends, KGF, Bhool Bhulaiyaa, Rajasthan Royals) combined with an in-house customization service called CIU Custom Lab that lets customers upload personal designs for phone cases, glass cases, AirPods cases, desk mats, and clothing.
The company runs two parallel business lines under one storefront: a private-label customization business built around its own CIU brand, and a marketplace-style distribution business aggregating 13 international accessory brands including Moft, UAG Urban Armor Gear, Native Union, Aulumu, Torras, Mcdodo, Decoded, Statik, Skinarma, XTREM, Phototag, Anker, and Plaud AI. This dual model gives Cover It Up margin exposure to both domestic manufacturing/customization and international brand resale. Pricing is predominantly in Indian Rupees (₹499 entry-level cases up to ₹20,990 for premium AI hardware), with unit pricing and no subscription component.
Go-to-market is exclusively D2C via the Shopify storefront with free shipping, multi-channel marketing (referral program offering 10% off, social media, email newsletter, content blog, SEO), and supported phone models across 15+ brands including Apple, Samsung, OnePlus, Google, Xiaomi, Oppo, Vivo, Realme, Nothing, and Poco. The company is bootstrapped and privately held, with no disclosed institutional funding, no parent company, and no acquisition history. Operating geographies are concentrated in India with no explicit international expansion strategy despite dual INR/USD pricing on some products.
Cover it up firmographics
Firmographics- Name
- Cover it up
- Legal name
- Cover It Up
- Website
- https://coveritup.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cover It Up is an India-based D2C e-commerce platform founded in 2013, selling licensed pop culture phone cases, customized merchandise via CIU Custom Lab, and 13 international accessory brands to Indian consumers through its Shopify storefront.
- Ownership category
- akta.pro rank
Cover it up industry classification
Industry- Product category
- Mobile Phone Accessories
- NAICS
- Electronics and Appliance Retailers (4492), Gift, Novelty, and Souvenir Retailers (45942), Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945), Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)
- akta.pro secondary industries
- Pop Culture, Licensed & Fandom Gifts Retail (CRALAJAK), Pop Culture Collectibles Retail (Figures, Statues, Funko, etc.) (CRALAGAK), Entertainment Memorabilia Retail (Film/TV/Music) (CRALAGAJ)
Keywords
Where Cover it up is headquartered
LocationHeadquarters
- HQ city
- Chennai
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Cover it up business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales: Direct e-commerce retail sales of phone cases, tech accessories, desk mats, wallets, AirPods cases, clothing, and collectibles through their online storefront. One-time purchase model with no subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level accessories starting at $3 |
| Unit Pricing | Pay-as-you-go | Mid-range cases and accessories |
| Unit Pricing | Pay-as-you-go | Premium tech accessories |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Cover it up product offering
Product offeringCore offering
Cover It Up is an Indian direct-to-consumer e-commerce retailer that sells phone cases, tech accessories, customized apparel, gift hampers, and collectibles through its own Shopify storefront. The company offers an own-branded made-to-order phone case line with personalization via the CIU Custom Lab, alongside curated international tech accessory brands (Moft, Torras, Aulumu, Native Union, Decoded, UAG, Mcdodo, Anker, Plaud AI, Statik, XTREM, Skinarma, Phototag) and officially licensed pop culture merchandise from Marvel, Harry Potter, NASA, Friends, and Indian franchises.
Product overview
Cover It Up is an Indian e-commerce platform specializing in pop culture merchandise and tech accessories, founded in 2013. The company operates two core business lines: (1) their own branded phone cases with extensive customization options through CIU Custom Lab, and (2) a marketplace model featuring international tech accessory brands including Moft, Aulumu, Decoded, Native Union, UAG Urban Armor Gear, Torras, Mcdodo, Anker, Plaud AI, Statik, XTREM, Skinarma, and Phototag. The product portfolio spans phone cases, desk mats and gaming mouse pads, AirPods cases, wallets, stationery, collectibles (official Friends Hugsy soft toy), clothing with customization capabilities, gift hampers, phone sliders, and various tech accessories including chargers, car mounts, watch bands, and organizers. The company supports phone models across major brands including Apple, Samsung, OnePlus, Google, Xiaomi, Oppo, Vivo, Nothing, Realme, Poco, and others.
Differentiator
Problem solved
Functional benefit
Brands
- CIU Lab: Customization lab for creating personalized phone cases, clothing, and accessories
Products and services
- Phone Cases High-quality phone cases in styles including liquid crystal clear cases, glass cases, and customized designs, available across Apple, Samsung, OnePlus, Google, Xiaomi, Oppo, Vivo, and more smartphone brands.
- Moft Tech Accessories
Quantifiable outcome
- Comprehensive device coverage across 15+ smartphone brands including Apple, Samsung, OnePlus, Xiaomi, Vivo, Oppo, Realme, Google, Nothing, Poco, Motorola, Sony, Huawei, Lenovo, Nokia, HTC, Coolpad, IQOO
- +1 more outcomes
Companies that use Cover it up
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles2 records
Cover it up technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Cover it up partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered major and minor.
- MoftmajorInternational tech accessory brand partnership. Cover It Up distributes Moft products including laptop stands, phone stands, wallets, and iPad accessories. Featured brand with dedicated collection pages and 40+ products.
- TorrasmajorInternational tech accessory brand. Cover It Up distributes Torras Ostand Q3 Air products for iPhone 17 series.
- AulumumajorInternational tech accessory brand. Cover It Up distributes Aulumu products including ghost stands, frosted cases, and aramid fiber cases. 37 products available.
- Native UnionmajorInternational tech accessory brand. Cover It Up distributes Native Union products including Pop Phone handsets, cables, cases, and trackers. 74 products available.
- DecodedmajorInternational tech accessory brand specializing in antimicrobial cases. Cover It Up distributes Decoded products with 36 products available.
- UAG Urban Armor GearmajorInternational rugged tech accessory brand. Cover It Up distributes UAG products including Pathfinder, Fibr Armr, and Plasma XTE cases. 49 products available.
- McdodomajorInternational tech accessory brand specializing in chargers and cables. Cover It Up distributes Mcdodo products with 124 products available.
- AnkerminorInternational tech accessory brand. Cover It Up distributes select Anker products including Nano chargers.
- Plaud AIminorAI tech accessory brand. Cover It Up distributes Plaud AI voice recorders and note-taking devices. 4 products available.
- MarvelmajorMajor pop culture franchise partnership for official Marvel merchandise including phone cases and accessories.
- Harry PottermajorMajor pop culture franchise partnership for official Harry Potter merchandise including phone cases, diaries, and stationery.
- NASAmajorOfficial NASA merchandise partnership for space-themed phone cases, glass cases, and slider phone grips.
- Friends TV ShowmajorOfficial Friends TV show merchandise partnership including Hugsy soft toy collectible.
- StatikminorInternational tech accessory brand. Cover It Up distributes Statik products including HyperMount car mounts and TaskPad desk mats.
- PhototagminorInternational tech accessory brand. Cover It Up distributes Phototag smart air tracker tags compatible with Apple Find My and Google Find My.
- XTREMminorInternational tech accessory brand. Cover It Up distributes XTREM MagSafe screen cases.
- SkinarmaminorInternational tech accessory brand. Cover It Up distributes Skinarma cases including HELIO, Magma, HAXA, and VIGOR lines. 10 products available.
- Indian Entertainment Franchises (KGF, Bhool Bhulaiyaa, Rajasthan Royals)majorPartnerships with Indian entertainment franchises including KGF Chapter 2, Bhool Bhulaiyaa 2, and Rajasthan Royals cricket team for official merchandise.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Cover it up competitors and assessment
Company assessmentBroad incumbents
- Spigen: Global accessory brand with extensive phone case, charger, and mount portfolio. Comparable on the wide-format phone accessory category; competes on price and breadth.
- Redbubble: Global artist marketplace producing phone cases, apparel, and accessories on demand. Comparable on the on-demand, design-driven e-commerce model.
- ZAGG (Case-Mate, Gear4, Mophie): Mobile accessory platform company with multiple premium case and charger brands. Comparable on category breadth and premium positioning.
- Society6: Global marketplace for pop-culture art and design products including phone cases, home décor, and apparel. Comparable on the artist/brand-licensed product marketplace model.
- OtterBox: Established premium protective phone case brand with rugged and lifestyle lines. Comparable on the protective phone case category, though addresses a more durability-focused buyer.
Direct peers
- Carved: Custom wood and resin phone cases sold DTC with made-to-order personalization. Comparable on the customization and made-to-order phone case mechanics.
- Skinit: Customizable skins, cases, and tech accessories for phones, laptops, and gaming devices with licensed entertainment and sports designs. Comparable product mix and customization-led DTC model.
- Casetify: Global phone case and tech-accessory brand built on customization, licensed collaborations (Disney, Marvel, NBA, etc.), and premium positioning. Most direct international comparable to Cover It Up's licensed-custom phone case proposition.
Regional players
- Noise: India-based smart wearable and accessory brand that sells watch bands, cases, and audio accessories through DTC and marketplace channels. Comparable on the India mass-market tech accessory category.
- Nothing (tech accessories): London-based consumer tech brand with India presence whose accessory cases and design-led device ecosystem target a similar design-conscious Indian consumer. Comparable on the design-led device accessory positioning.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Cover it up social profiles
Digital presenceCover it up financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cover it up leadership team
Management profileNumber of profiles
Profiles1 record
Cover it up funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cover it up 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 Cover it up
What does Cover it up do?
Cover It Up is an Indian direct-to-consumer e-commerce retailer that sells phone cases, tech accessories, customized apparel, gift hampers, and collectibles through its own Shopify storefront. The company offers an own-branded made-to-order phone case line with personalization via the CIU Custom Lab, alongside curated international tech accessory brands (Moft, Torras, Aulumu, Native Union, Decoded, UAG, Mcdodo, Anker, Plaud AI, Statik, XTREM, Skinarma, Phototag) and officially licensed pop culture merchandise from Marvel, Harry Potter, NASA, Friends, and Indian franchises.
Is Cover it up a public or private company?
Cover it up is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cover it up founded?
Cover it up was founded in 2013. It employs 11 to 50 people.
Where is Cover it up based?
Cover it up is headquartered in Chennai, India, in the Asia region.
How does Cover it up make money?
One revenue line is on record: product Sales.
Who are Cover it up's main competitors?
Broad incumbents on record are Spigen, Redbubble, ZAGG (Case-Mate, Gear4, Mophie), Society6 and OtterBox. Direct peers are Carved, Skinit and Casetify. Regional players are Noise and Nothing (tech accessories).
Does Cover it up have an API?
No public API is recorded for Cover it up.
What industry is Cover it up in?
Cover it up's product category is Mobile Phone Accessories. Its primary akta.pro industry code is CRAAAJAK, Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders), with a secondary code of CRALAJAK, Pop Culture, Licensed & Fandom Gifts Retail. Its NAICS code is 4492 and its SIC code is 5945.