ANY DI

What ANY DI does

ANY DI Munich is a privately held German fashion accessories company founded in 2014 by Anne Dickhardt, headquartered in Munich/Unterföhring with a team of 30+ members. The company designs, manufactures, and sells premium women's accessories built around two proprietary systems: (1) the design-patented SunCover glasses case, which functions simultaneously as an eyeglass/sunglass protector and a bag charm attachable via strap clips, and (2) a modular Strap System in which a single set of strap hardware and metal clips is interoperable across PhoneStraps, Phone Pouches, Mini Pockets, Zip Pockets, Strap Clips, Add-on Bags, and the larger Bag M/L/XM, Tote, Puffer, and Bucket Bag families. The Bag L backpack/handbag convertible carries a separate registered design patent. Products use premium materials (nappa, suede, nubuck, water-resistant nylon, real gold- and silver-plated hardware, vegan leather alternatives) and are sold across price points from approximately $15 (Ear Phone Clip) to $1,493 (Bag L), with most accessories in the $32–$165 band and core bags in the $331–$1,493 band.

ANY DI operates a direct-to-consumer go-to-market built on two Shopify storefronts (any-di.com in EUR for EU/global and any-di.us in USD for North America, with customs-inclusive shipping), supported by a 300 sqm company-owned flagship at Munich Airport opened in 2024 and a Munich showroom offering personal styling appointments. Distribution is supplemented by a B2B/corporate gifting registration channel and by 19+ documented brand collaborations (Microsoft since 2017, Sony, Fujitsu, Ray-Ban, OROVIVO, Nikki Beach, Beachcomber Resorts, Hello Kitty/Eva Air, beyerdynamic, neubau eyewear, FLSK, Inuikii, Reisenthel, Pâtisserie Johanna) that function as both marketing amplifiers and category extensions. Revenue is generated exclusively through one-time unit sales (no subscription component) with gift cards in €50–€500 denominations, and the company ships to 30+ countries across Europe, North America, Asia Pacific, Middle East, and Africa. The company is bootstrapped and founder-owned, with no disclosed external funding rounds or institutional investors.

The customer base is predominantly style-conscious professional and lifestyle-oriented women seeking versatile, premium accessories that transition across work, travel, fitness, and evening contexts; documented consumer segments include eyewear wearers (for the SunCover use case), gift buyers (driven by personalization via Letter Charms and Patch-It! themes), and active-lifestyle consumers (Puffer Bag). The brand's marketing mix is content-led — 20+ seasonal lookbooks, an editorial blog (ANY DIary), active Instagram/Facebook/YouTube/LinkedIn channels, an email loyalty club (ANY DI Club with 5% welcome discount), earned media in 30+ fashion publications, and a celebrity "Spotted" program — with collaborations functioning as primary distribution amplifiers into adjacent brand audiences.

Name

ANY DI

Legal name

ANY DI Munich

Website

https://any-di.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

ANY DI Munich is a German fashion accessories brand that designs and sells design-patented SunCover glasses cases, modular Pocket PhoneStrap systems, and premium handbags to style-conscious women globally via DTC e-commerce and a Munich Airport flagship store.

Ownership category

akta.pro rank

Product category

Luxury Fashion Accessories

NAICS

Jewelry, Luggage, and Leather Goods Retailers (4583), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Jewelry Stores (5944)

akta.pro primary industry

Handbags & Purses (CRAAAJAA)

akta.pro secondary industries

Luxury Tech Accessories (Phone Cases, Watch Straps, AirPods Cases) (CRAKAEAH), Luxury Giftables & Lifestyle Accessories (Charms, Bag Accessories, Keychains) (CRAKAEAL)

Keywords

• Designer fashion accessories
• Modular phone bags
• Luxury handbags
• Patented glasses cases
• Leather goods

Headquarters

HQ city

Unterföhring

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: ANY DI generates revenue primarily through one-time sales of fashion accessories including SunCover glasses cases, PhoneStraps, bags, pouches, pockets, patches, and gift cards. All products are sold as one-time purchases with no subscription component. The brand operates a Shopify e-commerce platform with pricing in EUR (EU store) and USD (US store).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

ANY DI designs, manufactures, and sells luxury fashion accessories including the design-patented SunCover glasses case, a modular Pocket PhoneStrap system with interchangeable straps and pockets, premium handbags (Puffer Bag, convertible Backpack Bags, Tote Bags, Bucket Bags), phone pouches, designer phone cases, and Letter Charms. Products are sold via direct-to-consumer e-commerce (EU and US storefronts), a flagship store at Munich Airport, and a Munich showroom, with shipping to 30+ countries.

Product overview

ANY DI Munich is a luxury handbag and accessories brand offering an innovative modular product ecosystem centered around the patented SunCover glasses case and the customizable Pocket PhoneStrap system. The core product lineup includes the flagship design-patented SunCover (glasses case), the Pocket PhoneStrap (modular crossbody phone bag), various Bag styles (Puffer Bag, Backpack Bags in M/L/XM sizes, Tote Bags, Bucket Bags), and Phone Pouches. The proprietary Strap System enables customization through interchangeable components including PhoneStraps (nylon, leather, puffer), Mini Pockets, Zip Pockets, Card Pockets, Strap Clips, and Letter Charms. Products are available as individual items or pre-configured Sets and Combos. The brand also offers vegan alternatives throughout the portfolio using leather-alternative materials. Notable collaborations include partnerships with Ray-Ban, Microsoft, Sony, Fujitsu, Hello Kitty (Eva Air), OROVIVO, Nikki Beach, Beyerdynamic, and various fashion and lifestyle brands.

Differentiator

Problem solved

Functional benefit

Products and services

• SunCover ANY DI's flagship design-patented glasses case that doubles as a bag charm; soft microfiber padding protects lenses from scratches and dust; available in various designs including Patch-It customizable and Limited Edition versions.
• Pocket PhoneStrap

Quantifiable outcome

• ANY DI has been featured in over 30 international publications including Vogue Germany, Elle Taiwan, InStyle, Jolie, Glamour, Cosmopolitan, and L'Officiel, indicating strong brand recognition in the fashion media.
• +1 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered flagship, core and minor.

• OROVIVOflagshipStrategic or Co-development PartnerANY DI and OROVIVO – Your Jeweller since 1856 – jointly developed the Jewellery Pocket, a stylish companion that protects and stores jewellery at home, on the go, or when traveling. The exclusive Limited Edition combines OROVIVO's iconic owl motif with ANY DI's strap system functionality. Designed to move with the wearer by integrating with the ANY DI Strap System.
• Pâtisserie JohannacoreStrategic or Co-development PartnerANY DI and Pâtisserie Johanna collaborated on two exclusive button patches for the SunCover Patch-It model. The patches commemorate Johanna Orth, a talented young pastry chef who tragically lost her life. The collaboration combines craftsmanship and emotion, with all proceeds supporting the continuation of the patisserie by her family. Features Black Forest cherry tart and butterfly motifs.
• Ray-BanflagshipStrategic or Co-development PartnerANY DI x Ray-Ban exclusive SunCover collaboration marking a true milestone for the brand. The SunCover features elegant black combined with iconic Ray-Ban red and the legendary Ray-Ban logo. Described as a collector's item combining Ray-Ban's iconic heritage with ANY DI's patented smart glasses case design. Available exclusively to Red members of the Ray-Ban Club Partner Program.
• Nikki BeachcoreStrategic or Co-development PartnerANY DI x Nikki Beach exclusive SunCover combining Nikki Beach's luxury beach club lifestyle with ANY DI's patented glasses case design. Features sea blue canvas design with 24-karat gold-plated elements and the iconic Nikki Beach tipi logo. Targets the exclusive beach club's audience of celebrities and luxury travelers.
• Beachcomber Resorts & HotelscoreStrategic or Co-development PartnerANY DI designed exclusive SunCover sets in collaboration with Beachcomber Resorts & Hotels, the pioneering Mauritian luxury hotel group founded in 1952. Features Mauritius-themed designs including the dodo bird (symbol of Mauritius) and a gold nautilus shell. The patches can be attached to Patch-It! Pockets or SunCover Black Button models.
• Eva Air (Hello Kitty Edition)coreStrategic or Co-development PartnerANY DI x Hello Kitty SunCover collaboration designed for Eva Air. The limited edition was initially offered exclusively on board Eva Air flights in 2021-2022. Represents a childhood dream for founder Anne Dickhardt, who was a Hello Kitty fan. Features the iconic pink cartoon kitten in a design patent-protected SunCover format.
• FLSKminorStrategic or Co-development PartnerANY DI and FLSK collaborated on the Bottle Bag - a stylish crossbody bag designed to carry FLSK insulated drinking bottles (500ml). Made from luxurious PU leather. Available exclusively at FLSK. Compatible with ANY DI Mini Pocket and Suncover Strap Clip as connectors. Demonstrates the modular ecosystem approach.
• FujitsucoreStrategic or Co-development PartnerANY DI partnered with Fujitsu for the 'Digital TransFEMAtion' campaign. ANY DI designed an exclusive Bag L in classic black with intense red to match the Fujitsu LIFEBOOK U9310X tablet. The bag features a design-patented backpack function. Available as a limited edition exclusively with Fujitsu tablet purchase while stocks last.
• MicrosoftflagshipStrategic or Co-development PartnerANY DI has been cooperating with Microsoft since 2017. Created multiple tech accessories: Bag L business bag (convertible handbag/backpack), Sleeve and Sleeve Bag for Microsoft Surface (Surface Laptop, Surface Pro, Surface Book), and Tech Bag. Products made from dark grey cowhide with silver hardware and cobalt blue/bordeaux red lining. Windows logo in mirrored leather as special design element.
• Sony MobilecoreStrategic or Co-development PartnerANY DI and Sony co-designed the MINATO - a multifunctional bag named after the district in Tokyo where Sony headquarters is located. Transforms from hip bag to shoulder bag to clutch. Made from supple cowhide with genuine silver plating, satin fabric, and details in bordeaux red and forest green. Sold exclusively as a Sony mobile accessory.
• InuikiiminorStrategic or Co-development PartnerANY DI and Inuikii (Zurich footwear brand founded in 2012) co-designed slippers for summer 2020. Uses the same leather-canvas mix and diamond face print from the ANY DI Escapade collection. Hand-crafted products ensuring each piece is unique. Targets style-conscious consumers seeking comfort and durability in summer footwear.
• neubau eyewearminorStrategic or Co-development PartnerANY DI and neubau eyewear (Austrian brand from Silhouette) collaborated on a recycled PET SunCover to complement neubau's sustainable Sigmund & Carl sunglasses. ANY DI's first eyewear cover made from recycled polyester. Both products feature round shapes for harmonious design. Supports neubau's 'SEE & DO GOOD' sustainability credo.
• beyerdynamiccoreStrategic or Co-development PartnerANY DI x beyerdynamic collaboration created a stylish headphone case combining luxury, functionality, and innovation for on-the-go use. beyerdynamic is a German premium audio equipment manufacturer.
• Jeroen van UnenminorStrategic or Co-development PartnerANY DI collaborated with artist Jeroen van Unen on a Pop Art SunCover Limited Edition. Features bold, colorful Pop Art aesthetic applied to the patented SunCover glasses case.
• ReisenthelminorStrategic or Co-development PartnerANY DI x Reisenthel collaboration - the Reisenthel shopper fits perfectly in the ANY DI Mini Pocket. Elegant and robust shopper designed for everyday use and shopping.
• OROVIVOcoreStrategic or Co-development PartnerANY DI collaborated with OROVIVO – a jeweller established in 1856 – on a limited edition Jewelry Pocket. Combines high-quality materials, precise craftsmanship, and modern design. The iconic OROVIVO owl is the focal point, reimagined with attention to detail. Integrates with the ANY DI Strap System.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Cuyana: Cuyana is a DTC accessible-luxury leather goods and accessories brand offering handbags, totes, and small leather goods. Its premium pricing, sustainable positioning, and global e-commerce distribution overlap closely with ANY DI's bag and leather accessories business.
• Wandler: Wandler is a Dutch accessible-luxury handbag label offering premium leather bags and accessories through DTC and select wholesale, with a similar design-led, founder-built brand identity and price band to ANY DI.
• Casetify: Casetify is a global DTC tech-accessories brand selling premium phone cases and AirPods cases with heavy brand collaborations (similar to ANY DI's Ray-Ban and Beyerdynamic collabs). It represents a direct comparable in the phone-case and tech-accessory niche where ANY DI also plays.
• Clare V. Clare V. is a Los Angeles-based premium leather goods and accessories brand with strong DTC and selective wholesale distribution. Its product mix of handbags, totes, and small leather accessories at similar price tiers makes it a closely comparable peer.
• Staud: Staud is a Los Angeles-based accessible-luxury fashion label offering handbags, accessories, and ready-to-wear at price points similar to ANY DI. Its DTC-first model, frequent brand collaborations, and trend-led design cadence are directly comparable.
• DeMellier London: DeMellier London is a London-based direct-to-consumer accessible-luxury handbag and accessories brand targeting style-conscious professional women with premium leather goods at similar price points to ANY DI. Both brands emphasize versatile bags and personal styling, with strong e-commerce-first distribution and growing physical retail.
• Mansur Gavriel: Mansur Gavriel is a New York-based premium handbag and accessories brand whose bucket bags and clean minimalist aesthetic established a benchmark for accessible-luxury DTC. Its product mix and price positioning overlap directly with ANY DI's bag and accessory lines.
• Strathberry: Strathberry is an Edinburgh-born premium handbag brand known for its distinctive crossbar hardware and modular bag designs, sold DTC globally with flagship stores. Like ANY DI, it sits in the accessible-luxury tier, combines fashion with functional design, and pursues brand collaborations as a growth lever.
• Cult Gaia: Cult Gaia is a Los Angeles-based fashion accessories brand best known for its statement handbags and lifestyle accessories, sold DTC and through department stores. Its accessible-luxury positioning and social-media-driven marketing are comparable to ANY DI's go-to-market approach.

Broad incumbents

• Loewe (LVMH): Loewe, owned by LVMH, is a luxury leather goods and accessories house whose Puzzle bag and innovation-led accessories set a benchmark in the premium handbag category. It represents the broad incumbent ANY DI aspires toward in design prestige, though it operates at a significantly higher price tier and scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCBdK3RUJn5WHhbuxcEVcKRQ/videos
• Facebookfacebook.com/ANYDIMunich
• LinkedInlinkedin.com/company/any-di
• Instagraminstagram.com/any_di_munich
• Xx.com/ANY_DI_Munich

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ANY DI