Day Et

Name

Day Et

Legal name

DAY ET

Website

https://day-et.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Travel Bags and Luggage

NAICS

Luggage and Leather Goods Retailers (458320), Jewelry, Luggage, and Leather Goods Retailers (4583), Clothing and Clothing Accessories Retailers (458110), Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

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

akta.pro secondary industries

Backpacks & Travel Bags (CRAAAJAB), Backpacks, Bags & Load-Carriage Retail (CRAMAMAI), Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Leather Travel Goods & Luggage (CRAKAEAC)

Keywords

• Scandinavian bags
• Travel accessories
• Waterproof rainwear
• Recycled material luggage
• Cabin suitcases

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Product Sales (B2C): Day Et generates revenue through direct-to-consumer sales of bags, accessories, suitcases, and travel products via its e-commerce platform. Products are sold at fixed retail prices in Euros across European markets.
2. B2B Sales: The company maintains a B2B portal for wholesale and business-to-business transactions, indicating a secondary revenue stream from business customers and potentially retail partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Day Et designs and sells bags, suitcases, and travel accessories in Scandinavian design, targeting consumers with a mobile lifestyle. The product range includes the Gweneth and Tonal bag lines, hard-shell suitcases with TSA-approved locks and 360° spinner wheels, and the proprietary No Rain waterproof collection of rainwear and bags made from GRS-certified recycled materials. Products are sold direct-to-consumer across 27 European countries via day-et.com, with a secondary B2B portal for wholesale customers.

Product overview

Day Et is a Copenhagen-based design brand founded in 2018 offering a comprehensive range of bags and travel accessories in Scandinavian design. The product portfolio centers on the iconic Gweneth bag collection alongside core product lines including Tonal bags, crossbody bags, shoulder/shopper bags, backpacks, travel bags (1Nighter, Carry On, Weekend), and toiletry bags. The suitcase range spans cabin (20"), check-in (24", 28") and trunk styles with 360° spinner wheels and TSA locks. The No Rain Collection features waterproof rainwear (10,000mm rated) and bags (2,100mm rated) in certified recycled materials. The DAY ET MINI sub-brand covers baby care products, while the Liberty Fabric Collection offers limited edition prints. Pre-curated Travel Kits bundle complementary products at 15% savings. Accessories include bag charms, jewelry boxes, hats, and travel organization items. All products emphasize functional Scandinavian design for everyday life and travel.

Differentiator

Problem solved

Functional benefit

Brands

• DAY ET MINI: A sub-brand focused on baby bags and accessories including nursing pillows, changing mats, diaper bags, and baby blankets.

Products and services

• Gweneth Collection The iconic bag collection that founded Day Et: a functional, durable, timeless bag designed for everyday life on the move, available in a wide range of colours and sizes. The name 'Gweneth' means happiness in Welsh.
• Tonal Bag Collection Versatile bag collection featuring nylon construction with tonal design, available as shoppers, crossbody bags, and totes in various sizes and colors.
• Belt Bags (Bum Bags) Belt bags designed for everyday use and travel with classic functional design, adjustable strap, and buckle closure; priced from €47.
• Crossbody Bags Crossbody bags for everyday use and travel with comfortable straps, available in a range of styles, colours, and sizes; priced from €42 to €75.
• Shoulder and Shopper Bags Shopper and shoulder bags combining practical functionality with comfortable fit, available in range of styles, sizes, and colours; priced from €60 to €120.
• Backpacks Rucksacks designed for everyday use and life on the go, combining practical functionality with comfortable fit for work, study, and travel; priced from €95.
• Travel Bags Travel bags for weekend getaways and air travel, including spacious weekend bags and smaller styles that fit under-seat with luggage strap for attachment to suitcases; priced from €85 to €180.
• Suitcases Suitcases in 20" cabin, 24" check-in, 28" check-in, and trunk styles with durable hard shell, 360° double spinner wheels, and TSA-approved lock; priced from €140 to €230.
• Toiletry and Cosmetic Bags Toiletry bags designed for travel and everyday use to help keep track of items, available in range of sizes, materials, and styles; priced from €30 to €63.
• No Rain Collection Weatherproof collection including raincoats (from €136.95), anoraks (from €109.95), and No Rain bags and toiletry bags made from waterproof recycled materials with waterproof zippers. Rainwear rated at 10,000mm water column pressure; bags at 2,100mm.
• Travel Kits (Bundles) Pre-curated complete travel sets offering bundled products at approximately 15% savings versus individual purchases. Includes Weekender Duo Kit (€255.95), Extended Stay Duo Kit (€278.95), Travel Trio Kit (€417.95), and All Inclusive Kit (€315.95).
• Travel Accessories Travel organization accessories including luggage tags, passport holders/covers, packing cubes, and luggage straps designed to keep belongings organized during travel.
• DAY ET MINI (Baby Collection) Sub-brand for baby and parenting products including quilt baby bags, changing mats, toiletry bags, nursing pillows, baby blankets, swaddles, and mesh carriers.
• Liberty Fabric Collection Limited edition Mono Capsule Collection crafted with Liberty's Emma Amelia print, including totes, pouches, and washbags.
• Accessories Accessories including bag charms, jewelry boxes, hats, caps, passport covers, card holders, eyewear holders, and hair accessories.
• Computer Bags and Laptop Sleeves Laptop sleeves and computer bags in various materials including quilted cotton and Liberty prints, designed to protect devices during travel; priced from €60 to €68.

Quantifiable outcome

• 15% savings on bundled Travel Kits compared to individual purchases
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• SLS (SLS Studio)coreStrategic or Co-development PartnerSLS Studio collaborated with Day Et on a limited collection of travel accessories including the SLS x DAY ET 20" Suitcase, SLS x DAY ET RC-Tote, SLS x DAY ET RC-Garment Bag, SLS x DAY ET Passport Holder, SLS x DAY ET Luggage Tag, and SLS x DAY ET Cap. These products are featured prominently in the Summer Sale with significant discounts (up to 60% off original prices).
• AKminorStrategic or Co-development PartnerAK collaborated with Day Et on luggage tags (AK x DAY ET Luggage Tag), appearing in the travel accessories collection.
• Liberty FabriccoreStrategic or Co-development PartnerDay Et created a limited edition Mono Capsule Collection in collaboration with Liberty Fabric, featuring the Emma Amelia print. The collection includes Liberty Mono Totes, Liberty Mono Pouches, and Liberty Mono Toiletry Bags in a range of sizes.
• KvadratcoreStrategic or Co-development PartnerDay Et has a 'With Fabric from Kvadrat' collection, collaborating with the renowned Danish textile company Kvadrat known for high-quality designer fabrics.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Away: US-founded premium DTC luggage and travel bag brand offering suitcases, backpacks, and totes. Directly comparable in product mix (carry-ons, check-ins, weekenders), DTC go-to-market, and price band.
• Horizn Studios: Berlin-based DTC smart luggage and travel bag brand. Closely comparable as a European-headquartered, design-led, DTC-first competitor operating in the same premium cabin/check-in suitcase category.
• July: Australia-founded DTC luggage brand with strong European retail and DTC presence. Comparable across suitcase sizing, premium price points, and direct-to-consumer positioning.
• Monos: Vancouver-based DTC premium luggage brand offering carry-ons, check-ins, and travel bags. Comparable in minimalist design language, DTC channel mix, and suitcase-centric assortment.
• Carl Friedrik: London-based premium leather luggage and bag brand. Comparable in design-led positioning, leather and nylon hybrid product mix, and DTC premium pricing strategy.
• Paravel: US DTC sustainable travel brand focused on eco-certified luggage, bags, and accessories. Directly comparable on sustainability positioning and DTC-first premium travel assortment.
• Sandqvist: Swedish Scandinavian-design bag brand offering backpacks, totes, and travel bags via DTC. Comparable as a Nordic design peer with similar backpacks/travel bags assortment and DTC-first approach.
• Db (Douchebags): Norwegian-designed travel and outdoor bag and luggage brand. Comparable as a Scandinavian-rooted, design-led travel/outdoor bag competitor with overlapping backpacks, duffels, and travel bags.
• Rains: Danish outerwear and bag brand with waterproof PU rainwear and bags. Closely comparable on Scandinavian design heritage, waterproof/no-rain category overlap, and Danish origin.

Broad incumbents

• Stelton: Danish design house with a broad Scandinavian-design portfolio spanning accessories and lifestyle goods. Comparable on Copenhagen design DNA and premium positioning, though not specialized in travel luggage.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/officialDAYET
• LinkedInlinkedin.com/company/day-et
• Instagraminstagram.com/dayetofficial
• TikToktiktok.com/@dayetofficial
• Pinterestdk.pinterest.com/dayetofficial

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Day Et