Toast
- Company typePrivate
- Founded2012
- HeadquartersPortland, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Toast does
Toast (legally TOAST, Inc.) is a Portland, Oregon-based direct-to-consumer manufacturer of real wood veneer and genuine leather adhesive covers for consumer electronics. Founded in January 2012 by Finnish-American designer Matias Brecher after a 300-backer Kickstarter campaign, the company produces made-to-order covers for laptops (MacBook, Surface, Dell XPS, HP Spectre, Razer Blade), smartphones (iPhone, Samsung Galaxy, Google Pixel), tablets (iPad, Surface Pro), gaming consoles (PlayStation, Xbox, Nintendo Switch, Steam Deck), smart home devices (Sonos, Apple TV), desktops (iMac, Mac Mini, Mac Studio), and automotive interiors (Tesla Model 3/Y, Mercedes Sprinter). Its core manufacturing process combines laser-cutting for origami-inspired geometric detailing with multi-stage hand-finishing and 3M adhesive backing, allowing precision fit around device curves, ports, and corners without added bulk.
The business is a single-channel DTC e-commerce operation run entirely through toastmade.com with global shipping and free U.S. delivery over $69. Pricing is unit-based and ranges from $3 for custom wood stickers to $139+ for automotive interior kits, with most consumer device covers priced between $22 and $124. The company has no institutional investors, no parent company, and no M&A history; ownership remains with founder Matias Brecher, supported by a team of 1–10. A secondary B2B channel ("Toast for Business") serves corporate gifting and branded promotional orders, and customization services (laser etching, marquetry, metallic inlays) are offered to both individual and commercial buyers. Brand positioning leans on Portland craftsmanship, sustainability credentials (1% for the Planet membership, 100% renewable energy through the Blue Sky program, and a Trees for the Future partnership that plants one tree per product), and earned media coverage in Macworld, CNET, Windows Central, and SlashGear.
Toast firmographics
Firmographics- Name
- Toast
- Legal name
- TOAST, Inc.
- Website
- https://toastmade.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Toast industry classification
Industry- Product category
- Custom Device Skins and Covers
- NAICS
- Veneer, Plywood, and Engineered Wood Product Manufacturing (3212), Wood Product Manufacturing (321)
- SIC
- Millwood, Veneer, Plywood, & Structural Wood Members (2430), Leather & Leather Products (3100)
- akta.pro primary industry
- Wood Flooring & Wood Veneer Products (IMADADAI)
- akta.pro secondary industry
- Small Leather Goods (Wallets, Cardholders, Keyholders) (CRAKAEAB)
Keywords
Where Toast is headquartered
LocationHeadquarters
- HQ city
- Portland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Toast business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct product sales: One-time sale of wood and leather covers for phones, tablets, laptops, gaming systems, smart home devices, and accessories. Products are made-to-order with 3-5 day production time.
- Custom and branded products: Custom engraving and design services for individuals and businesses. Corporate gifting and branded promotional products through Toast for Business program.
- Automotive interior products: Tesla Model 3/Y and Mercedes Sprinter van wood interior kits and panels
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wood covers for phones (iPhone, Samsung, Google Pixel) |
| Unit Pricing | Pay-as-you-go | Wood covers for laptops (MacBook, Surface, Dell, HP, Razer) |
| Unit Pricing | Pay-as-you-go | Wood covers for tablets (iPad, Surface) |
| Unit Pricing | Pay-as-you-go | Gaming system covers (PlayStation, Xbox, Nintendo Switch, Steam Deck) |
| Unit Pricing | Pay-as-you-go | Smart home device covers (Sonos, Apple TV, Amazon Echo) |
| Unit Pricing | Pay-as-you-go | Accessories and add-ons |
| Unit Pricing | Pay-as-you-go | Custom wood stickers |
| Unit Pricing | Pay-as-you-go | Automotive interior kits |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Toast product offering
Product offeringCore offering
Toast designs and manufactures handcrafted real wood veneer and genuine leather adhesive covers and skins for consumer electronics (phones, tablets, laptops, gaming consoles, smart home devices) and automotive interiors (Tesla, Mercedes Sprinter). Products are made-to-order in Portland, Oregon using precision laser cutting and multi-stage hand finishing with premium 3M adhesives, and can be customized with marquetry, inlays, and laser engraving.
Product overview
Toast is a direct-to-consumer e-commerce company offering a unified portfolio of physical device accessories centered on real wood veneer and genuine leather protective covers. The core product line includes device-specific covers for laptops (MacBook, Surface Book, Dell XPS, HP Spectre, Razer Blade), smartphones (iPhone, Samsung Galaxy, Google Pixel), tablets (iPad, Surface Pro), gaming consoles (Nintendo Switch, PlayStation, Xbox, Steam Deck), smart home devices (Sonos speakers, Apple TV), and desktop computers (iMac, Mac Mini). Add-on modules include custom engraving services, wood stickers, leather mouse pads, phone/tablet stands, and automotive wood interior kits for Tesla and Sprinter vans. Products are crafted to order in Portland, Oregon using laser cutting and hand finishing, with premium 3M adhesives for application. Each product plants a tree through Trees For the Future partnership.
Differentiator
Problem solved
Functional benefit
Products and services
- Wood Laptop Covers Real wood veneer covers for MacBook, Microsoft Surface Book/Laptop, Dell XPS, HP Spectre/Envy, and Razer Blade laptops. Adhere with premium 3M adhesive and feature origami-inspired laser-cut geometric detailing for precise fit around curves, corners, and ports without adding bulk.
- Leather Laptop Covers Genuine top-grain American leather laptop covers for MacBook Air and MacBook Pro models, laser-cut with hand-finishing for precise fit and durable protection that develops patina over time.
- Smartphone Wood Covers Real wood veneer covers for iPhone (iPhone 7 through iPhone 17), Samsung Galaxy (S series, Note series, Z Fold/Flip), and Google Pixel (Pixel 6 through Pixel 10 Pro Fold) smartphones, plus leather & wood combo covers for iPhone. Compatible with wireless charging and screen protectors.
- Tablet Wood Covers Real wood covers for Apple iPad Air, iPad Pro (including M4/M5 models), iPad Mini, and Microsoft Surface Pro/Surface Go tablets, with geometric laser-cut detailing for back, sides, and corners.
- Gaming Console Wood Covers Real wood covers for PlayStation 5/PS5 Slim/PS4/PS4 Pro/PS4 Slim, Xbox One/S/X and Series S/X, Nintendo Switch/Switch OLED/Switch Lite/Switch Dock (plus Joy-Con covers), and Valve Steam Deck/Steam Deck OLED gaming hardware.
- Smart Home Device Wood Covers Real wood cover sets for Sonos speakers (Era 300, Era 100, Sonos One, Sonos Play:1) and Apple TV 4K with Apple Siri Remote.
- Desktop Computer Wood Covers Real wood panels for Apple iMac desktops covering the back and sides, plus covers for Mac Mini and Mac Studio desktop computers, all with geometric laser-cut detailing.
- Earbuds Case Wood Covers Real wood covers for Apple AirPods and AirPods Pro charging cases, and Samsung Galaxy Buds, Buds+, and Buds Live charging cases, with laser-cut geometric details.
- Apple Pencil Wood Covers Real wood covers for Apple Pencil with geometric laser-cut detailing.
- Leather AirTag Accessories Genuine leather Apple AirTag holders including wallet cards and key rings.
- Leather Mouse Pads Hand-finished genuine leather mouse pads in rich, saturated colors.
- Walnut and Maple Phone/Tablet Stands Hand-milled solid hardwood phone and tablet stands crafted from walnut and maple with natural oil finish.
- Real Wood Stickers Laser-engraved real wood stickers made from maple, walnut, rosewood, zebrawood, reclaimed ebony, and lyptus veneers with 3M adhesive backing, available as stock or fully custom designs.
- Custom Wood Cover Design Service Fully customized wood covers for phones, tablets, laptops, and gaming systems with personalized artwork, logos, laser etching, custom marquetry with contrasting wood inlays, metallic inlays, and translucent colored films placed behind cutouts.
- Tesla Model 3/Y Interior Wood Panels Handcrafted real wood interior kits for Tesla Model 3 and Model Y, covering dashboard, center console, screen surround, and door sills with optional custom laser engraving.
- Sprinter Van Interior Wood Kits Real wood interior kits for 2019-present Mercedes-Benz Sprinter vans covering center console and display areas.
- Toast Gift Certificates Digital gift certificates redeemable across the Toast product catalog, with no expiration fees (certificates expire after 365 days).
Companies that use Toast
Customer profileSegments2 records
Ideal customer profiles3 records
Toast technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Toast partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Trees for the FuturecoreEnvironmental partnership where one tree is planted for every Toast cover manufactured, supporting reforestation efforts globally.
- 1% for the PlanetcoreToast is a member company, donating 1% of annual net sales to environmental nonprofits working towards a healthy planet.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Toast competitors and assessment
Company assessmentBroad incumbents
- Casetify: Casetify is a large, well-funded DTC brand offering customizable cases and accessories across phones, laptops, and AirPods with global retail and collab partnerships — overlapping target customer (device personalizers) but broader materials (silicone, plastic) and much larger scale.
- OtterBox: OtterBox is a dominant device protection brand offering rugged cases and accessories across phones, tablets, and laptops through extensive retail distribution — broad incumbent serving the same device-personalization buyer with protective (rather than aesthetic) focus.
- Twelve South: Twelve South makes premium accessories and stands for Apple devices (MacBook, iPhone, iPad, AirPods, Apple Watch) with a design-led, lifestyle brand positioning that overlaps Toast's premium Apple-accessory customer without competing in adhesive skins.
Direct peers
- dbrand: dbrand is a leading direct-to-consumer maker of precision-fit vinyl skins and cases for phones, laptops, and gaming devices, with strong customization tooling (configurator, limited-edition drops) and a similarly tech-press-savvy brand voice.
- Slickwraps: Slickwraps sells device skins and wraps across phones, tablets, laptops, and consoles with broad material and pattern options, operating a similar DTC e-commerce model targeting device-personalization buyers.
- Carved: Carved makes real wood, leather, and stone device skins for phones, laptops, gaming consoles, and audio gear using laser-cutting and custom-fit adhesive formats — essentially Toast's closest direct competitor with overlapping product, material, and customization approach.
- Pad & Quill: Pad & Quill crafts leather and wood device cases, folios, and wallets for iPhone, iPad, MacBook, and Kindle with a handmade-in-America positioning that overlaps Toast's leather laptop cover and AirTag leather accessory lines.
- Grovemade: Portland-based maker of wood and leather desk accessories and device docks; same city, same materials ethos, same DTC premium positioning — a natural sibling brand rather than direct SKU competitor.
- Woodchuck: Woodchuck makes real-wood adhesive skins and cases for phones and laptops using laser-cut veneer and 3M adhesive — a near-identical product format to Toast's core wood-cover line.
Emerging players
- Bellroy: Bellroy is a design-led leather goods maker (wallets, phone cases, laptop sleeves, work accessories) using premium materials with sustainability positioning — comparable eco-premium DTC brand ethos with leather accessory overlap (mouse pads, AirTag holders).
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Toast social profiles
Digital presenceToast financial estimates
Financial estimateRevenue estimate
Valuation estimate
Toast leadership team
Management profileNumber of profiles
Profiles1 record
Toast funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Toast 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 Toast
What does Toast do?
Toast designs and manufactures handcrafted real wood veneer and genuine leather adhesive covers and skins for consumer electronics (phones, tablets, laptops, gaming consoles, smart home devices) and automotive interiors (Tesla, Mercedes Sprinter). Products are made-to-order in Portland, Oregon using precision laser cutting and multi-stage hand finishing with premium 3M adhesives, and can be customized with marquetry, inlays, and laser engraving.
Is Toast a public or private company?
Toast is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Toast founded?
Toast was founded in 2012. It employs 1 to 10 people.
Where is Toast based?
Toast is headquartered in Portland, United States, in the North America region.
How does Toast make money?
Three revenue lines are on record. Direct product sales are the primary driver. The others are custom and branded products and automotive interior products.
Who are Toast's main competitors?
Broad incumbents on record are Casetify, OtterBox and Twelve South. Direct peers are dbrand, Slickwraps, Carved, Pad & Quill, Grovemade and Woodchuck. Bellroy is listed as an emerging player.
Does Toast have an API?
No public API is recorded for Toast.
What industry is Toast in?
Toast's product category is Custom Device Skins and Covers. Its primary akta.pro industry code is IMADADAI, Wood Flooring & Wood Veneer Products, with a secondary code of CRAKAEAB, Small Leather Goods (Wallets, Cardholders, Keyholders). Its NAICS code is 3212 and its SIC code is 2430.