Bracenet
Bracenet (BRACENET GmbH) is a Hamburg-based manufacturer that upcycles abandoned ocean fishing nets into handmade bracelets, keychains, and lifestyle products, selling direct-to-consumer across 50+ countries, through airline retail, and via B2B partnerships with conservation NGOs, sports teams, and luxury brands.
- Company typePrivate
- Founded2018
- HeadquartersHamburg, Germany
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Bracenet does
Bracenet (legally BRACENET GmbH) is a Hamburg-based sustainable manufacturing and e-commerce company founded by Madeleine and Benjamin that upcycles abandoned ("ghost") fishing nets into handmade consumer products. Its core process is the recovery of HDPE trawl nets through partnerships with marine-conservation organizations (Healthy Seas, Sea Shepherd, Ghost Diving, Ghost Gear Initiative), followed by manual cleaning, sorting, and crafting in workshops in Hamburg and Porto, Portugal, with fulfillment handled from Höhenkirchen, Germany. The product portfolio centers on bracelets and keychains (typically €14-€32), with extensions into clothing and bags, home goods (including the FurNETure table), children's products (the Luana book), rings, anklets, and a 3D-printed SeaChain bracelet line made from fishing-net filament.
The company monetizes through direct-to-consumer e-commerce on bracenet.net (shipping to 50+ countries), a network of retail partners, in-flight retail across eight European airlines (Lufthansa, Condor, Eurowings, Edelweiss, Swiss, Austrian, Norse, airBaltic), B2B corporate merchandise programs (Werder Bremen, LA Lakers, MINI, GotBag, ORIS watch collaboration), and in-person SeaCraft workshops in Hamburg. A parallel vertical exists through affiliated Pawzero GmbH, which markets FSC-certified wood-pellet cat litter under the Tatzenstreu brand. The business has reported €284,200+ in cumulative donations to marine-conservation NGOs and recovery of 773+ tonnes of ghost nets, with a supporter community of 284,200+.
Operationally, Bracenet is a privately held, bootstrapped company (no disclosed funding rounds) with a small team across three locations. Its differentiation rests on a verified material-sourcing story, NGO-validated impact metrics, and a diversified multi-channel GTM rather than any proprietary software or technology platform; manufacturing remains labor-intensive, and revenue, headcount, and unit-economics disclosures are not public.
Bracenet firmographics
Firmographics- Name
- Bracenet
- Legal name
- BRACENET GmbH
- Website
- https://bracenet.net
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Bracenet (BRACENET GmbH) is a Hamburg-based manufacturer that upcycles abandoned ocean fishing nets into handmade bracelets, keychains, and lifestyle products, selling direct-to-consumer across 50+ countries, through airline retail, and via B2B partnerships with conservation NGOs, sports teams, and luxury brands.
- Ownership category
- akta.pro rank
Bracenet industry classification
Industry- Product category
- Sustainable Fashion Accessories
- NAICS
- Materials Recovery Facilities (562920)
- SIC
- Jewelry, Silverware & Plated Ware (3910), Miscellaneous Plastics Products (3080)
- akta.pro primary industry
- Pollution Response & Environmental Salvage (Oil Spill, HAZMAT) (IMAJANAF)
- akta.pro secondary industries
- Pollution Control & Environmental Remediation (Booming, Skimming, Shoreline Cleanup) (TLAHAIAH), Salvage Diving & Underwater Recovery (Cargo/Equipment) (TLAHAIAD), Asset Recovery & Decommissioning (Derelict Vessels, Abandoned Property) (IMAJANAI)
Keywords
Where Bracenet is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
Bracenet business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Others, Technology or R&D, Infrastructure
Revenue model
- Product Sales: One-time purchase revenue from upcycled fishing net products including bracelets, keychains, accessories, rings, home goods, clothing, bags, and pet products. Individual product transactions with no recurring component.
- Gift Cards: Digital gift cards sold in €25, €50, and €75 denominations for recipient email delivery.
- DIY Kits: DIY kit products (€10.90-€18.90) enabling customers to create their own bracelets from fishing nets. Available with or without included fishing net material.
- SeaCraft Workshops: Team workshop events in Hamburg manufacturing location for companies and groups (minimum 8 persons), offering corporate team-building experiences with hands-on bracelet making.
- B2B Corporate Products: Custom branded merchandise and corporate gifts for businesses, including custom colors, logo engravings, and bespoke product development for enterprise clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Bracelets |
| Unit Pricing | Pay-as-you-go | Keychains and Accessories |
| Unit Pricing | Pay-as-you-go | Premium Accessories |
| Unit Pricing | Pay-as-you-go | Home and Living |
| Unit Pricing | Pay-as-you-go | DIY Kits |
| Unit Pricing | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Children's Products |
| Unit Pricing | Pay-as-you-go | Corporate Workshops |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
Bracenet product offering
Product offeringCore offering
Bracenet recovers abandoned fishing nets (ghost nets) from oceans worldwide through partnerships with marine conservation NGOs, then cleans, sorts, and handcrafts them into unique bracelets, keychains, pendants, rings, and a growing range of lifestyle products. The company donates a portion of proceeds to ocean conservation organizations and offers custom-branded merchandise for corporate clients alongside in-person team workshops.
Product overview
BRACENET is a sustainable fashion and lifestyle company specializing in upcycled products made from ghost fishing nets recovered from oceans worldwide. The core product portfolio centers on handcrafted bracelets (Bracelets/Armbänder) and keychains (Schlüsselanhänger) as the primary offerings, supplemented by a diverse range of accessories including pendants, rings, foot chains, and phone accessories. The company has expanded into lifestyle categories including clothing & bags (neoprene bags, hoodies, market bags, socks), home & living products (kitchen towels, cutting boards, moss pictures, FurNETure tables), and children's products. BRACENET also offers DIY KIT for at-home bracelet crafting and the Ocean Crime Podcast as educational content. A notable expansion includes Tatzenstreu (sustainable cat litter) through affiliated company Pawzero GmbH. The product range features numerous collaborations with marine conservation organizations (Sea Shepherd, Healthy Seas, Ghost Diving) and celebrities/influencers (Sarah Connor, Robert Marc Lehmann). Manufacturing takes place in Hamburg and Porto, Portugal, with all products being unique handcrafted pieces. Recent innovations include 3D-printed SeaChain bracelets from fishing net filament and the ORIS luxury watch collaboration.
Differentiator
Problem solved
Functional benefit
Products and services
- Bracelets (Armbänder) Handcrafted bracelets made from recycled ghost fishing nets recovered from oceans. Each piece is unique due to varying net structures, colors, and sizes, and available in size-adjustable and fixed-size variants with magnetic and bayonet clasps in silver, rose gold, black, or gold finishes. Targeted at consumers seeking sustainable statement accessories.
- Keychains (Schlüsselanhänger) Keychains crafted from upcycled fishing nets, often featuring stainless steel caps, that represent saved marine life and serve as ocean-protection statement accessories. Targeted at environmentally conscious consumers.
- DIY Kit DIY kit allowing customers to create their own fishing-net bracelet at home, available with or without included fishing net material. Includes stainless steel twist clasps in black, rose gold, or silver, a size guide, and step-by-step instructions. Targeted at consumers who want to participate in the upcycling process.
- Children's Products (Für Kinder) Age-appropriate ocean conservation products for children including the Luana children's book about marine protection (€24.90), audiobook (€6.50), and children's-sized bracelets from €19. Targeted at families seeking educational, sustainable products for children.
- Home & Living (Wohnen) Sustainable home products including kitchen towels, fridge magnets, wood cutting boards, soap holders, wall hooks, moss pictures, and the FurNETure table (€349). Features collaborations with MALUU and Soapi brands. Targeted at consumers building a sustainable home.
- Clothing & Bags (Kleidung & Taschen) Sustainable clothing and bags including hoodies, neoprene bags, cotton bags, market bags, card holders, zipper pulls, and socks, all incorporating recycled fishing nets or sustainable materials. Targeted at consumers seeking sustainable fashion.
- SeaCraft Workshop A 2-hour interactive team workshop held at BRACENET's Hamburg manufacturing facility for groups of 8+ participants. Includes ghost-net education, a bracelet-making session, individual customization, and culinary experience. Targeted at companies seeking meaningful team-building events; bookings handled via Priceless.com.
- ORIS x BRACENET Watch Premium watch collaboration with Swiss watchmaker ORIS. Special edition of the Aquis Date model featuring a dial made from melted fishing nets, priced at €2,350. Combines high-quality watchmaking craftsmanship with ocean-conservation mission; targeted at luxury watch buyers.
- SeaChain Bracelets 3D-printed bracelets made from recycled fishing net filament. Available in black and pale green with a small clip carabiner in gold or silver, produced using additive manufacturing technology. Targeted at consumers seeking innovative sustainable accessories.
- Dashel x BRACENET Bicycle Helmets Bicycle helmets developed in collaboration with Dashel, including a Sea Shepherd edition with yellow and blue fishing net loops and an Ocean edition for children. Made in Germany with recycled materials. Targeted at cyclists seeking sustainable safety products.
- Gift Vouchers (Geschenk Gutschein) Digital gift vouchers available in €25, €50, and €75 denominations, delivered via email and redeemable on all products except books, vouchers, special promotions, and other discounts. Targeted at gift purchasers.
- Collaboration Products (Kooperationen) Special edition co-branded products created with NGO, celebrity, and brand partners including Sea Shepherd, Healthy Seas, Robert Marc Lehmann, Sarah Connor / Iberian Orca Guardians, Seaspiracy, Werder Bremen, LA Lakers, and MINI. Includes pins, bracelets, keychains, and apparel with per-sale donations.
- Tatzenstreu Cat Litter Sustainable wood-based cat litter developed by affiliated company Pawzero GmbH, marketed on the bracenet.net site. Features patented BiOhumat formula for odor control, wood pellets from FSC-certified forestry, and Spirulina algae for cat health. Manufactured in Croatia. Targeted at cat owners seeking eco-friendly pet care.
Quantifiable outcome
- Over 284,000€ donated to marine conservation projects
- +3 more outcomes
Companies that use Bracenet
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Bracenet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Bracenet partnerships and signals
Strategic signalPartnerships
29 partnerships are on record, tiered core and minor.
- Healthy SeascorePrimary NGO partner for ghost net recovery. Healthy Seas divers recover abandoned fishing nets from oceans worldwide. BRACENET uses these nets for upcycling and donates to support ongoing recovery missions and prevention work.
- Sea ShepherdcoreMajor marine conservation organization. BRACENET produces Sea Shepherd branded products and supports their global campaigns with donations and product collaborations.
- Ghost DivingcoreInternational volunteer organization specializing in ghost gear removal. BRACENET supports their USA chapter with dedicated products and ongoing donations.
- Ghost Gear InitiativecoreGlobal multi-stakeholder partnership addressing abandoned fishing gear. BRACENET is a member, contributing to industry solutions for ghost gear problem.
- Mission Erde / Robert Marc LehmanncoreCollaboration with underwater photographer and ocean advocate Robert Marc Lehmann. Products feature his imagery and support his Mission Erde environmental work.
- Ocean Conservation Namibia / Malte ZierdencorePartnership with marine photographer Malte Zierden supporting seal and ocean conservation in Namibia. Products feature seal designs and support OCN initiatives.
- Iberian Orca Guardians / Sarah ConnorcoreCollaboration with singer Sarah Connor and partner Janek Andre supporting protection of endangered Iberian orcas. Products donate to the foundation.
- Whale and Dolphin Conservation (WDC)minorPartnership with international whale and dolphin conservation organization. BRACENET produces WDC branded products supporting their global advocacy.
- Olive Ridley ProjectminorCollaboration supporting sea turtle conservation. 'Hope' bracelet features turtle design and supports the project's protection efforts.
- Ocean Voyages InstituteminorPacific ocean conservation organization conducting ghost net recovery missions that supply materials for upcycling.
- The Outlaw Ocean ProjectminorJournalism and documentary project focused on ocean crimes. Partnership supports awareness and conservation efforts.
- Viva con AguaminorWater access NGO with broader mission alignment. Cross-promotional partnership for social impact initiatives.
- Lebenshilfewerk NeumünsterminorInclusion workshop partnership where they assist with product innovations including network handles for Soulbottles. Supports social enterprise mission.
- Hausboot Huckleberry FinnminorHouseboat project providing recreational access for children with disabilities. BRACENET supports this inclusive ocean experience initiative.
- SeaspiracycoreFive-year collaboration (2021-2026) with documentary movement. Products from the collection donate €2 per item to support Seaspiracy's ocean awareness work.
- airBalticminorBaltic airline retail partnership making BRACENET products available to passengers.
- CondorminorGerman airline retail partnership for in-flight product sales.
- EurowingsminorLufthansa Group airline retail partnership.
- Edelweiss AirminorSwiss airline retail partnership.
- NorseminorNorwegian airline retail partnership.
- SwissminorSwiss International Air Lines retail partnership.
- AustrianminorAustrian Airlines retail partnership.
- LufthansaminorFlagship German airline retail partnership for in-flight sales.
- Werder BremencoreLong-term partnership including products from original goal nets. Demonstrates sustainability and team spirit through exclusive merchandise.
- ORIScoreLuxury watch collaboration creating special Aquis Date edition with dial from melted fishing nets. High-end upcycling demonstration.
- LA LakerscoreInternational NBA partnership bringing sustainable design to basketball fans with products in team colors.
- GotBagminorSustainable packaging company. BRACENET produces custom zipper pulls from fishing nets for GotBag's ocean plastic backpacks.
- MINIminorAutomotive partnership creating custom keychains and packaging celebrating both the vehicle and ocean protection.
- International Ocean Film TourcoreAnnual film tour partnership with Sea Shepherd collaboration products. Raises awareness at touring events.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Bracenet competitors and assessment
Company assessmentDirect peers
- 4ocean: 4ocean operates a near-identical model: pulls plastic from the ocean and sells branded bracelets and merchandise to fund cleanup, with a large DTC community. It is Bracenet's closest functional competitor in the 'ocean cleanup jewelry' category.
- Bureo: Bureo upcycles discarded fishing nets into consumer products (skateboards, sunglasses, apparel) through its NetPlus raw material program. It directly competes with Bracenet on the recycled-fishing-net input story and premium consumer products.
- GotBag: GotBag makes backpacks and accessories from ocean plastic, with a strong European DTC footprint and an explicit ocean-cleanup mission. It is a named Bracenet partner (zipper pulls) and competes for the same sustainability-minded consumer.
- EcoAlf: EcoAlf is a Spanish sustainable fashion brand that uses recycled materials including ocean plastic across apparel, footwear, and accessories. It competes with Bracenet in the European recycled-accessories category with a broader fashion catalog.
- Ocean Bottle: Ocean Bottle sells reusable bottles that fund plastic collection from coastal communities, with a strong DTC impact narrative and B2B corporate gifting channel. It mirrors Bracenet's DTC-plus-B2B go-to-market with an ocean-plastic hook.
- Tide Ocean: Tide Ocean manufactures a recycled ocean-bound plastic raw material that brands use to make consumer products. It operates upstream of Bracenet (and competitors), making it a comparable ocean-plastic upcycling venture with B2B revenue.
- Soulbottles: Soulbottles is a German sustainable brand producing reusable bottles and accessories with a social/environmental mission and explicit NGO partnerships. It overlaps with Bracenet on German DTC sustainable consumer goods and partnership-based storytelling.
- Waste2Wear: Waste2Wear develops recycled textile fibers from ocean plastic and sells to brands for finished products. It competes for the same B2B recycled-materials customer relationships and the sustainability storytelling layer.
Broad incumbents
- Patagonia: Patagonia is the established incumbent in sustainability-led outdoor apparel and accessories. It does not specialize in ghost-net upcycling but competes for the same conscious consumer and increasingly incorporates recycled fishing nets into product lines.
- Adidas (Parley for the Oceans collaboration): Adidas, via its long-running Parley partnership, uses ocean plastic in mass-market sportswear and footwear. It is a broader incumbent that competes for sports-and-sustainability shelf space and corporate sustainability budgets against smaller specialists like Bracenet.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Bracenet social profiles
Digital presenceBracenet compliance and trust
Trust signalCompliance6 records
Bracenet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bracenet leadership team
Management profileNumber of profiles
Profiles2 records
Bracenet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bracenet 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 Bracenet
What does Bracenet do?
Bracenet recovers abandoned fishing nets (ghost nets) from oceans worldwide through partnerships with marine conservation NGOs, then cleans, sorts, and handcrafts them into unique bracelets, keychains, pendants, rings, and a growing range of lifestyle products. The company donates a portion of proceeds to ocean conservation organizations and offers custom-branded merchandise for corporate clients alongside in-person team workshops.
Is Bracenet a public or private company?
Bracenet is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bracenet founded?
Bracenet was founded in 2018. It employs 11 to 50 people.
Where is Bracenet based?
Bracenet is headquartered in Hamburg, Germany, in the Europe region.
How does Bracenet make money?
Five revenue lines are on record. Product Sales are the primary driver. The others are gift Cards, DIY Kits, seaCraft Workshops and B2B Corporate Products.
Who are Bracenet's main competitors?
Direct peers on record are 4ocean, Bureo, GotBag, EcoAlf, Ocean Bottle, Tide Ocean, Soulbottles and Waste2Wear. Broad incumbents are Patagonia and Adidas (Parley for the Oceans collaboration).
Does Bracenet have an API?
No public API is recorded for Bracenet.
What industry is Bracenet in?
Bracenet's product category is Sustainable Fashion Accessories. Its primary akta.pro industry code is IMAJANAF, Pollution Response & Environmental Salvage (Oil Spill, HAZMAT), with a secondary code of TLAHAIAH, Pollution Control & Environmental Remediation (Booming, Skimming, Shoreline Cleanup). Its NAICS code is 562920 and its SIC code is 3910.