Uashmama

What Uashmama does

Uashmama is an Italian lifestyle brand headquartered in Lucca, Tuscany, that designs and manufactures sustainable washable paper products under its proprietary AGGO material technology. Founded in 1994 and operating as UASHMAMA SRL, a private limited company, the company produces a portfolio spanning paper bags (in nine sizes from XSMALL to XXLARGE), home goods (placemats in TEC, LA PAPER, and COTO finishes, Paniere storage baskets, laundry bags, lamps and lampshades), wear (Giulia and Gaia bags, Memmo backpack, wallets, beauty cases, pencil cases, notebooks), and a Beauty Collection featuring organic extra virgin olive oil formulations. All products are 100% designed and manufactured in Tuscany, combining AGGO washable paper with organic cotton linings made from recycled t-shirts, and are certified to Oeko-Tex Standard 100. The company is family-owned, with the Marconi family associated with the brand.

The company sells directly to consumers through its e-commerce platform with country-localized storefronts across 24+ countries (including Italy, Germany, UK, US, Japan, Switzerland, and Singapore) and operates six company-owned retail locations in Italy (Lucca HQ, Montecatini Terme, Florence), Switzerland (Burgdorf), and the United States (Charleston and Highlands, North Carolina). Revenue is generated through one-time purchases of physical products with supplementary gift card sales in predefined EUR 25–200 denominations plus custom amounts. The primary customer segment is environmentally conscious consumers seeking plastic-free home and lifestyle alternatives, with a secondary push into the hospitality industry (hotels, restaurants) for sustainable table settings and guest amenities.

Go-to-market is multi-channel DTC: localized multi-language websites serve as the top-of-funnel, supplemented by email newsletters, organic social media, and a content marketing platform (UASHBLOG) authored in part by Giulia Marconi. The company carries a registered UASHMAMA® trademark, does not disclose pricing publicly beyond gift card tiers, and has no public funding, M&A, or leadership change history in the source data.

Name

Uashmama

Legal name

UASHMAMA SRL

Website

https://uashmama.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Uashmama is an Italian lifestyle brand that designs and manufactures 100% Made-in-Tuscany washable paper products (AGGO technology), including paper bags, home goods, and accessories, selling directly to conscious consumers across 24+ countries and through six owned retail stores.

Ownership category

akta.pro rank

Product category

Lifestyle Goods

NAICS

Sanitary Paper Product Manufacturing (322291), Luggage and Leather Goods Retailers (458320), Luggage and Leather Goods Retailers (45832), Health and Personal Care Retailers (456)

SIC

Paperboard Containers & Boxes (2650), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Napkins, Tableware & Foodservice Disposables (Plates, Cups, Cutlery) (CRADALAD)

akta.pro secondary industries

Away-from-Home (AFH) Tissue & Wipers (Commercial/Institutional) (IMAMAGAB), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Sampling & Travel-Size Packaging (Minis, Vials, Blisters) (IMALAJAL)

Keywords

• Washable paper products
• Italian lifestyle goods
• Sustainable home accessories
• Paper bag manufacturing
• Eco-friendly beauty products

Headquarters

HQ city

Lucca

HQ country

Italy

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Core revenue from selling washable paper lifestyle products including paper bags, home goods (placemats, storage, laundry bags, tabletop, lighting), wear (backpacks, totes, bags, wallets, accessories), and beauty collection (skincare products with organic olive oil). One-time purchase model for physical products.
2. Gift Cards: Digital and physical gift cards sold in predefined denominations (25, 50, 75, 100, 150, 200 EUR or custom amounts) with validity of one year from purchase date. Can be used across multiple orders until credit is exhausted.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Uashmama designs, manufactures, and sells washable paper lifestyle products including paper bags, totes, backpacks, wallets, beauty cases, storage baskets, lamps, placemats, wine accessories, and a beauty collection. All products are made in Tuscany, Italy, using the company's proprietary AGGO washable paper combined with organic cotton linings and leather details. Distribution is through the company's own e-commerce platform and a network of company-owned retail stores in Italy, Switzerland, and the United States.

Product overview

Uashmama is an Italian company specializing in washable paper lifestyle products designed and manufactured in Tuscany. The product portfolio centers on washable AGGO paper as the core material, complemented by organic cotton linings and leather details. The offerings include Paper Bags (in nine sizes from XSMALL to XXLARGE), Bags and Accessories (Giulia Bag, Gaia Bag, Memmo Backpack, wallets, beauty cases, totes, shoulder/crossbody bags), Home products (placemats in TEC, LA PAPER, and COTO finishes, Paniere storage baskets, lamps including Paniere Lamp, Hanging Lamp, and Cilindro Lamp, Lampshades, wine bags and coolers), and Beauty Collection (hand cream, body wash, body milk, natural soap with organic extra virgin olive oil). All products share the signature washable paper technology that allows them to be cleaned and reused indefinitely, supporting a sustainable, plastic-free lifestyle philosophy.

Differentiator

Problem solved

Functional benefit

Products and services

• Paper Bags Washable paper bags in nine sizes (XSMALL to XXLARGE) and various finishes (Colored, Metallic, Basic), used as food storage containers, laundry bags, planters, office organization bins, toy boxes, and bathroom baskets.
• Giulia Bag Washable paper tote bag available in Xsmall, Small, and Large sizes, often with leather details; designed as an everyday companion and travel bag.
• Gaia Bag Woven washable paper bag available in multiple colors with woven strap options, part of the Exlola woven collection.
• Laundry Bag Washable paper laundry bag with drawstring closure, designed to organize laundry by separating colors from whites.
• Placemats Washable paper placemats in rectangular, oval, and round shapes, available in TEC (cellulose fiber), LA PAPER (cotton fiber with hammered texture), and COTO (thickest cotton fiber with heat resistance) finishes, offering stain and drop protection.
• Paniere Lamp Washable paper lamp with conical fixed shape, available in Xsmall, Small, and Medium sizes, designed to create a warm and welcoming atmosphere.
• Hanging Lamp Versatile washable paper hanging lamp that can be rolled up like paper bags, available in Small and Large sizes for variable looks.
• Memmo Backpack Spacious washable paper backpack with multiple pockets and compartments, combining practicality with modern elegance for everyday use, work, or travel.
• Beauty Case Washable paper beauty cases available in Small, Medium, and Large sizes for organizing beauty and personal care items.
• Wallet Compact wallets and card holders made from washable paper, available in Small, Large, and Vita Wallet variants.
• Hand Cream Hand cream with organic extra virgin olive oil base, available in 30ml and standard sizes, part of the Beauty Collection.
• Body Wash Body wash containing organic extra virgin olive oil, available in 100ml and 250ml sizes.
• Body Milk Body milk moisturizing product with organic extra virgin olive oil, available in 100ml and 250ml sizes.
• Natural Soap Natural soap made with olive oil, available in regular and bio/vegan formulations as part of the eco-friendly beauty line.
• Wine Bag Washable paper wine bags and bottle holders, available with or without handles and in metallic finishes, designed to keep drinks cool.
• Wine Cooler Washable paper wine cooler designed to keep wine at optimal temperature when combined with the Glacette insert.
• Paniere Storage Washable paper storage baskets in Xsmall, Small, Medium, and Large sizes, for organizing spaces from library to wardrobe, bathroom to kitchen.
• Lampshade Mini washable paper lampshades designed to be placed on wine glasses with tea-light candles inside, creating ambient table lighting; available in Olivo and TOGE TOGE designs.
• Cilindro Lamp Cylindrical washable paper lamp available in Xsmall, Small, Medium, and Large sizes for varied lighting needs.
• Pencil Slim Compact pencil case made from washable paper, designed for organizing pencils and small stationery items.
• A5 Notebook A5 format notebook with washable paper cover, part of the paper accessories collection.
• Cami Bag Washable paper bag launched as an everyday muse, expanding the wear collection alongside the Giulia line.
• Gift Card Digital and physical gift cards available in predefined EUR amounts (25, 50, 75, 100, 150, 200) or custom amounts, valid for one year from purchase and usable online or in stores.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Stelton: Stelton is a Danish design house known for home and lifestyle products with a strong Scandinavian design language. Comparable to Uashmama's design-forward home and lifestyle product line, with similar premium positioning and DTC/retail distribution.

Direct peers

• Baggu: Baggu is a US-based reusable bag and lifestyle brand focused on sustainability and multi-purpose design. Directly comparable to Uashmama as a DTC sustainable lifestyle brand selling bags, pouches, and home goods with a strong design identity.
• FREITAG: FREITAG is a Swiss brand making bags and accessories from recycled/upcycled materials (notably truck tarpaulins). Comparable to Uashmama's recycled-material ethos and handmade reusable bag positioning, with similar European lifestyle-brand cache.

Broad incumbents

• L'Occitane en Provence: L'Occitane is a global beauty brand built around natural Mediterranean ingredients, including olive oil-based products. Comparable to Uashmama's Beauty Collection (olive oil hand cream, body wash, body milk, soap) and Italian/Mediterranean provenance storytelling.
• MUJI (Ryohin Keikaku): MUJI is a global minimalist lifestyle brand offering home goods, storage, bags, and personal care. Comparable to Uashmama's environmentally-conscious home, storage, and lifestyle product mix, though at significantly broader scale and lower price point.
• HAY: HAY is a Danish contemporary design brand producing furniture, lighting, and home accessories. Comparable to Uashmama's lamps, lampshades, and Italian/Danish design aesthetic overlap, though HAY is a broader design house.
• Fjällräven: Fjällräven (Fenix Outdoor) is a globally established outdoor/lifestyle brand best known for the Kånken backpack. Comparable to Uashmama's washable paper Memmo backpack and lifestyle bag assortment, though at much larger scale and broader outdoor scope.
• Loewe (LVMH): Loewe is a Spanish luxury leather goods house under LVMH, with strong roots in fine leather and craft. Comparable to Uashmama's artisan leather-detailed Giulia bags, wallets, and Tuscan craftsmanship emphasis, though at luxury price points.

Emerging players

• Cuyana: Cuyana is a US-based sustainable leather goods and lifestyle brand. Comparable to Uashmama's high-end bags, wallets, and beauty cases addressing conscious consumers with a similar design-led, sustainability-focused DTC model.
• NEMO Equipment: NEMO is a design-forward outdoor gear brand. While operating in a different category (outdoor/camping), its premium design-led DTC brand positioning is comparable to Uashmama's approach to lifestyle products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Uashmama