The Whale Company
The Whale Company, operating as Whale Bags Ltd., is a London-based DTC e-commerce brand selling GOTS-certified organic cotton reusable bags and recycled-tyre flip flops worldwide via whalebags.com, targeting environmentally conscious families and travelers seeking alternatives to single-use plastic.
- Company typePrivate
- Founded2007
- HeadquartersLondon, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Whale Company does
The Whale Company, operating commercially as Whale Bags Ltd., is a London-based direct-to-consumer brand that designs and sells reusable carry goods as alternatives to single-use plastic. Founded in 2007 by Carolyn Newton after a news report about a whale dying from plastic ingestion, the company ships worldwide via its own e-commerce site whalebags.com and serves environmentally conscious consumers — principally busy families with children, alongside yoga/fitness, cycling, and festival/traveler use cases. Operations are founder-owned, bootstrapped, and structured as a UK private limited company at a single London office, with co-founder Carlos involved in brand expeditions and outreach.
The core product line is five Whalebags SKUs (Blue Whale shoulder bag, Minke shoulder bag, Humpback drawstring rucksack, Beluga yoga mat bag, and Sperm Whale messenger bag) made from 100% GOTS-certified organic cotton with a shared roll-up toggle design for pocket-sized portability; the Blue Whale is rated to a 20 kg load. Catalog adjacencies include Whaletreads recycled-tyre flip flops handcrafted in Kenya and organic cotton t-shirts distributed through the Teemill platform. Pricing is fixed at £12–£16 per unit with no subscription or tiered structure.
The business model is single-channel DTC: per-unit one-time purchases at £12–£16, with a 10p-per-sale donation to WDC (Whale and Dolphin Conservation) embedded as a structural cost. Marketing is mission-driven rather than performance-led, built around the founder story, school outreach (≈2,000 children reached in 2018), and high-profile activism expeditions (2017 '12 Marathons in 12 Countries'; 2018 'Source to Sea' Thames paddle). No institutional funding, distribution partnerships, or headcount data are disclosed.
The Whale Company firmographics
Firmographics- Name
- The Whale Company
- Legal name
- Whale Bags Ltd.
- Website
- https://whalebags.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- The Whale Company, operating as Whale Bags Ltd., is a London-based DTC e-commerce brand selling GOTS-certified organic cotton reusable bags and recycled-tyre flip flops worldwide via whalebags.com, targeting environmentally conscious families and travelers seeking alternatives to single-use plastic.
- Ownership category
- akta.pro rank
The Whale Company industry classification
Industry- Product category
- Reusable Bags and Sustainable Accessories
- NAICS
- Luggage and Leather Goods Retailers (45832)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)
- akta.pro secondary industry
- Backpacks & Travel Bags (CRAAAJAB)
Keywords
Where The Whale Company is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Whale Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Product Sales - Whalebags: Direct sales of reusable organic cotton bags through company e-commerce website. One-time purchase model with per-unit pricing ranging from £12-16. Products include shoulder bags, messenger bags, drawstring rucksacks, and yoga mat bags.
- Product Sales - Whaletreads: Sales of flip flops made from recycled tyres, handcrafted in Kenya. Extension product line complementary to the reusable bags category.
- T-shirt Sales: Organic cotton t-shirts sold through Teemill platform. All profits from t-shirt sales go directly to The Whale Company charity.
- Charitable Donation Per Sale: For every Whalebag and Whaletread sold, 10p is donated to WDC (Whale and Dolphin Conservation) charity. This is a cost of sale rather than revenue stream but represents the company's social impact model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Blue Whale shoulder bag - £16.00 |
| Unit Pricing | Pay-as-you-go | Minke shoulder bag - £14.00 |
| Unit Pricing | Pay-as-you-go | Humpback drawstring rucksack - £12.00 |
| Unit Pricing | Pay-as-you-go | Sperm Whale messenger bag - £12.00 |
| Unit Pricing | Pay-as-you-go | Beluga yoga mat bag - £12.00 (implied) |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
The Whale Company product offering
Product offeringCore offering
Whale Bags Ltd. (The Whale Company) designs, manufactures, and sells GOTS-certified organic cotton reusable bags through its own e-commerce website (whalebags.com), offering shoulder bags, drawstring rucksacks, messenger bags, and yoga mat bags priced £12-£16 each, all featuring a proprietary roll-up toggle design with up to 20kg load capacity. The portfolio also includes Whaletreads flip flops made from recycled tyres handcrafted in Kenya and charity t-shirts sold via Teemill.
Product overview
The Whale Company operates as Whale Bags Ltd., offering a product line of reusable organic cotton bags and eco-friendly accessories. The core product line consists of five Whalebags (Blue Whale shoulder bag, Minke shoulder bag, Humpback drawstring rucksack, Beluga yoga mat bag, and Sperm Whale messenger bag), all made from GOTS certified organic cotton that fold up into toggles for portability. Additional products include Whaletreads (recycled tyre flip flops handmade in Kenya) and organic cotton T-shirts. The company also sells reusable bottles and coffee cups (coming soon). For every product sold, 10p is donated to WDC, Whale and Dolphin Conservation charity.
Differentiator
Problem solved
Functional benefit
Brands
- Whalebags: GOTS certified organic cotton reusable bags designed for conscious living, including shoulder bags, drawstring rucksacks, messenger bags, and yoga mat bags.
Products and services
- Blue Whale shoulder bag GOTS-certified organic cotton shoulder bag with drawstring top, designed to roll up into a toggle for pocket-sized portability. Features long comfortable straps that fit over pram handles and seam-free construction enabling 20kg load capacity. Available in 4 colours (coral pink, purple, charcoal grey, glacier blue). Sized 40cm(w) x 14cm(d) x 36cm(h). Targeted at busy families and parents.
- Minke shoulder bag GOTS-certified organic cotton reusable shoulder bag available in 5 vibrant colours (red, green, yellow, orange, blue). Large-capacity design that rolls up into its own toggle and loop for storage in handbags or pockets. Suitable as a beach bag, shopping bag, weekend bag, laundry bag, or holiday bag. Sized 40cm(w) x 12cm(d) x 38cm(h).
- Humpback drawstring rucksack GOTS-certified organic cotton drawstring rucksack featuring a baby humpback whale image on the front. Available in 5 colours (baby blue, royal blue, green, pink, purple, brown). Functions as a school bag, PE bag, kit bag, or swimming bag. Rolls up into a toggle for convenient portability. Sized 35cm(w) x 45cm(h).
- Beluga yoga mat bag GOTS-certified organic cotton yoga mat bag specifically designed to carry yoga mats. Features a drawstring at the top and long side strap. Available in 2 colours (peppermint green and cosmic purple). Cylindrical design sized 60cm(l) x 25cm(w) with 15cm diameter. Folds up into a wrap and toggle for easy storage.
- Sperm Whale messenger bag GOTS-certified organic cotton messenger bag with long diagonal strap and roll-down closure at the top. Fits an A4 pad and iPad. Available in 4 colours (crimson red, muddy puddle, khaki green, coral pink). Popular for festivals and travel. Rolls up into a toggle for pocket-sized portability. Sized 32cm(w) x 4cm(d) x 40cm(h).
- Whaletreads Flip flops made from recycled tyres, hand made in Kenya. Eco-friendly footwear alternative sold as a complementary product line to the Whalebags range.
Quantifiable outcome
- Holds up to 20kg
- +1 more outcomes
Companies that use The Whale Company
Customer profileSegments5 records
Ideal customer profiles3 records
The Whale Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
The Whale Company partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Brazilian EmbassyminorHosted the launch exhibition and talk for the 'Message in a Bottle' Source to Sea expedition on World Environment Day, 8th June 2018.
- St. Katharine's DocksminorHosted the closing ceremony for the Source to Sea expedition on 29th June 2018.
- Thérèse Coffey, Minister for the EnvironmentminorMet with the Minister for the Environment in Parliament on 26 June 2018 to deliver children's messages about plastic pollution collected during the Source to Sea expedition.
- Various SUP, Kayak, and Canoe ClubsminorPartnership with clubs including ATB Shop SUP club, SUP Gloucester, Bewl Canoe Club, Canoe & Kayak Tours, and others who joined various legs of the Source to Sea Thames paddle expedition.
- ITIWIT by DecathlonminorDonated a 12'6 Explorace SUP board to accompany the plastic bottle board during the 12 marathons expedition as a support board.
- WDC (Whale and Dolphin Conservation)coreProud partner of WDC. For every Whalebag and Whaletread sold, Whale Bags Ltd. donates 10p to WDC to support their work protecting whales and dolphins around the world. WDC is a registered charity (England and Wales No. 1014705, Scotland No. SC040231).
- TeemillminorE-commerce platform hosting The Whale Company charity t-shirts. All profits from t-shirt sales go to the charity.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
The Whale Company competitors and assessment
Company assessmentDirect peers
- ChicoBag: ChicoBag pioneered the compact reusable bag category with stuff-sack-style pouches and is sold via DTC and retail. Its product positioning and reusable-bag focus are nearly identical to Whale Bags' roll-up tote concept.
- State Bags: State Bags markets stylish, family-friendly backpacks and totes with a give-back (Feeding America) model. Its children/school and parental target segments and charitable donation mechanic are highly comparable to Whale Bags' family and WDC positioning.
- Baggu: Baggu is a DTC reusable bag brand offering ripstop nylon and cotton totes in many colors and prints, sold direct-to-consumer worldwide. It directly competes with Whale Bags in the reusable-everyday-bag category targeting eco-conscious consumers.
- Flip & Tumble: Flip & Tumble sells reversible, packable reusable bags direct-to-consumer with a similar fold-into-pocket convenience angle. Its small-bag assortment, mission-led branding, and DTC model closely mirror Whale Bags.
- Solgaard: Solgaard designs foldable, packable travel backpacks and tote bags with a sustainability/circular-materials narrative sold DTC. Its fold-flat design and travel bag range directly parallel Whale Bags' roll-up toggle bags.
- Bag the Habit: Bag the Habit sells fair-trade, organic cotton reusable bags via DTC with a mission to reduce plastic. It competes at the same low price points, organic materials, and eco-mission positioning as Whale Bags.
- Eco-Bags (ECOlogical Products): Eco-Bags sells organic cotton, hemp, and recycled-fibre reusable bags and produce bags across DTC and wholesale channels. It overlaps Whale Bags on GOTS-style organic cotton materials and reusable-bag retail.
Emerging players
- Lo & Sons: Lo & Sons offers premium travel bags, totes, and backpacks via DTC with a focus on durable, functional design. It overlaps Whale Bags' messenger and travel-bag categories at a higher price tier and broader product range.
Broad incumbents
- Topo Designs: Topo Designs is a larger outdoor/lifestyle brand selling packs, duffels, and bags via DTC and wholesale. Its everyday-carry and outdoor pack assortment overlaps Whale Bags' rucksack and messenger bag offerings.
- Vera Bradley: Vera Bradley is an established, multi-channel bags and luggage retailer with broad DTC and department-store distribution. It serves as a benchmark for what scaled bag retail looks like relative to Whale Bags' niche DTC model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights6 records
Customer concentration
The Whale Company social profiles
Digital presenceThe Whale Company compliance and trust
Trust signalCompliance1 record
The Whale Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Whale Company leadership team
Management profileNumber of profiles
Profiles2 records
The Whale Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Whale Company 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 The Whale Company
What does The Whale Company do?
Whale Bags Ltd. (The Whale Company) designs, manufactures, and sells GOTS-certified organic cotton reusable bags through its own e-commerce website (whalebags.com), offering shoulder bags, drawstring rucksacks, messenger bags, and yoga mat bags priced £12-£16 each, all featuring a proprietary roll-up toggle design with up to 20kg load capacity. The portfolio also includes Whaletreads flip flops made from recycled tyres handcrafted in Kenya and charity t-shirts sold via Teemill.
Is The Whale Company a public or private company?
The Whale Company is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Whale Company founded?
The Whale Company was founded in 2007. It employs 1,001 to 5,000 people.
Where is The Whale Company based?
The Whale Company is headquartered in London, United Kingdom, in the Europe region.
How does The Whale Company make money?
Four revenue lines are on record. Product Sales - Whalebags are the primary driver. The others are product Sales - Whaletreads, T-shirt Sales and charitable Donation Per Sale.
Who are The Whale Company's main competitors?
Direct peers on record are ChicoBag, State Bags, Baggu, Flip & Tumble, Solgaard, Bag the Habit and Eco-Bags (ECOlogical Products). Lo & Sons is listed as an emerging player. Broad incumbents are Topo Designs and Vera Bradley.
Does The Whale Company have an API?
No public API is recorded for The Whale Company.
What industry is The Whale Company in?
The Whale Company's product category is Reusable Bags and Sustainable Accessories. Its primary akta.pro industry code is CRAMAAAI, Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail, with a secondary code of CRAAAJAB, Backpacks & Travel Bags. Its NAICS code is 45832 and its SIC code is 5600.