Waterfly

What Waterfly does

Waterfly Sports Technology Ltd is a global manufacturer and brand of athletic bags and outdoor accessories, organized around seven product categories — Sling/Crossbody Bags, Fanny/Waist Bags, Running Belts, Backpacks, Bicycle Bags, Duffels, and Totes — plus a small Accessories line of socks, straps, water bottles, whistles, and patches. The company sells branded lines including TransformerX (packable, ultralight), Urban Elite (lightweight crossbody), Utility Max (fanny packs), and Sport Running belts, with flagship SKUs typically offered in 10-22 color variants at price points between roughly $23 and $38 USD. Products are designed through iterative, user-feedback-driven R&D — the ONJ22 Running Belt went through seven design phases culminating in a 100-gram, 2mm-profile unit with a 0.015mm dual-layer TPU water-resistant system — and the company emphasizes a proprietary '1/14,000 Standard' quality promise.

The business operates a tri-channel go-to-market: direct-to-consumer e-commerce via a global Shopify storefront shipping to 200+ countries, Amazon marketplace (10,000+ monthly US units, products marketed as carbon-free), and B2B wholesale supply to four anchor sporting-goods retailers — REI, Dick's Sporting Goods, Decathlon, and Intersport. Reported scale is 800,000+ annual unit sales, supported by a vertically integrated supply chain with a 4-week agile replenishment cycle. Beyond physical products, Waterfly has invested in a digital ecosystem spanning Discord, a Web3.0 Co-create platform, and Roblox/Metaverse, and is a member of the UN Global Compact with a one-tree-per-bag environmental initiative and an American Hiking Society partnership.

The legal entity (Waterfly Sports Technology Ltd) is incorporated as a private limited company with operating presence in Hong Kong and Austin, and the firm maintains a 51-100 employee footprint. There is no evidence of venture funding, public listing, or institutional investors in the available data, suggesting founder/management ownership of a privately held, cash-generative consumer brand.

Name

Waterfly

Legal name

Waterfly Sports Technology Ltd

Website

https://waterflyshop.com

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

51–100 employees

Short description

Waterfly is a global manufacturer and brand of athletic bags and outdoor accessories — including crossbody sling bags, fanny packs, running belts, backpacks, and bicycle bags — sold through its own Shopify storefront, Amazon marketplace, and wholesale supply to anchor retailers REI, Dick's Sporting Goods, Decathlon, and Intersport.

Ownership category

akta.pro rank

Product category

Athletic Bags & Outdoor Accessories

NAICS

Sporting Goods Retailers (45911), Luggage and Leather Goods Retailers (458320), Textile Bag and Canvas Mills (314910)

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

akta.pro secondary industries

Backpacks & Travel Bags (CRAAAJAB), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE)

Keywords

• Athletic bags
• Outdoor accessories
• Running belts
• Crossbody backpacks
• Sports bags

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Athletic Bags and Accessories Sales: Waterfly generates revenue through the sale of athletic bags and accessories including running belts, crossbody sling backpacks, fanny packs, backpacks, bicycle bags, duffels, and totes. The company reports 800,000+ annual unit sales and 10,000+ monthly Amazon sales in the US market. Products are sold through direct-to-consumer e-commerce, Amazon marketplace, and B2B supply to major retailers.
2. Retail/B2B Wholesale: Waterfly supplies products to major retail partners including REI, Dick's Sporting Goods, Intersport, and Decathlon, indicating B2B wholesale revenue stream

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels12 records

Core offering

Waterfly designs, manufactures, and sells athletic bags and outdoor accessories including running belts, crossbody sling backpacks, fanny packs, backpacks, bicycle bags, duffels, and totes. The company focuses on lightweight, water-resistant, and functional design with extensive color variant offerings (10-22+ colors per product), selling through direct-to-consumer e-commerce, Amazon marketplace, and B2B wholesale to major sporting goods retailers. Products are priced from approximately $22.59 to $37.99 USD with free worldwide shipping, a 10-year limited warranty, and a tree-planting initiative (one tree per bag sold).

Product overview

Waterfly is a global manufacturer of athletic bags and accessories offering a comprehensive portfolio of bags and outdoor gear. The product line centers on seven main bag categories: Sling | Crossbody Bags, Fanny | Waist Bags, Running Belts, Backpacks, Bicycle Bags, Duffels, and Totes, plus Accessories. Key branded product lines include TransformerX (packable, ultralight bags), Urban Elite (lightweight crossbody options), Utility Max (fanny packs), and Sport Running belts. Products are designed for diverse activities including everyday use, outdoor & picnics, travel, school, running & jogging, hiking & camping, training & gym, cycling, skiing, work, and pet walks. The company operates collections including Utility, Travel Elite, Urban Elite, Lifestyle, TransformerX, Defender, Sport, Adventure, Classic, and Tailor Y. Waterfly also offers a customization service and engages in Digital Tech & Ecosystems initiatives including Discord community, Metaverse & Roblox, and Web3.0 Co-create.

Differentiator

Problem solved

Functional benefit

Products and services

• TransformerX Packable Crossbody Bag A packable crossbody bag designed for versatile everyday carry with multiple color variants. Has received 503 reviews on the product page and is sold at $25.96 USD.
• TransformerX 6.0 UltraLight Packable Backpack Ultra-light packable backpack with ultralight design from the TransformerX 6.0 product line. Has received 113 reviews on the product page and is sold at $29.99 USD.
• TransformerX Ultralight Packable Backpack Ultralight packable backpack available in 13+ color variants. Has received 626 reviews on the product page.
• Urban Elite 2.0 UltraLight Crossbody Bag Ultralight crossbody bag with extensive 22+ color variant options. Has received 1925 reviews on the product page and is sold at $25.59 USD.
• Urban Elite Lightweight Crossbody Bag Lightweight crossbody bag available in 13 color variants including Peacock Blue, Black, Gray, Dark Gray, Dark Blue, Hemp Gray, Purple, Purple Flower, Red, Brown, and Mint Green. Has received 1093 reviews on the product page and is sold at $37.99 USD.
• Utility Max 4.0 Fanny Bag Fanny bag designed for utility and everyday use, available in 10 color variants. Has received 73 reviews on the product page and is sold at $25.99 USD.
• Utility Max 2.0 Fanny Bag Fanny bag featuring 12+ color variants. Has received 1065 reviews on the product page and is sold at $28.99 USD.
• Sport Running 3.0 Belt Bag Running belt bag designed for sport and running activities with 14 color options. Has received 306 reviews on the product page and is sold at $22.59 USD.
• Waterfly Running Belt (ONJ22) Waterfly's flagship running belt (ONJ22), developed through seven iterative design phases with runner feedback. Version 7 features an ultra-slim 2mm profile weighing approximately 100g with a dual-layer water-resistant system including a 0.015mm inner TPU membrane, and is offered in 16 colorways.
• Waterfly Crossbody Sling Backpack Crossbody Sling Backpack developed through user research across urban commuting, theme parks, and outdoor activities. Features quick-access pockets, ergonomic straps, intelligent space optimization, and is marketed as a carbon-free item on Amazon with strong rankings in Amazon's small backpack and sling bag categories.

Quantifiable outcome

• 800,000+ annual unit sales
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• REIcoreChannel Partner/ Reseller/ DistributorREI is a major outdoor recreation retail cooperative. Waterfly supplies athletic bags and accessories to REI as a key retail partner.
• Dick's Sporting GoodscoreChannel Partner/ Reseller/ DistributorDick's Sporting Goods is one of the largest sporting goods retailers in the US. Waterfly supplies athletic bags and accessories through this retail partnership.
• IntersportcoreChannel Partner/ Reseller/ DistributorIntersport is an international sporting goods retailer with presence across Europe. Waterfly has established supply relationship for athletic bags and accessories.
• DecathloncoreChannel Partner/ Reseller/ DistributorDecathlon is a global sporting goods retailer with presence in over 60 countries. Waterfly supplies products through this strategic retail partnership.
• UN Global CompactcoreStrategic or Co-development PartnerWaterfly is a member of the UN Global Compact, committing to sustainable and responsible business practices. This ESG membership positions the company as a socially responsible brand.
• American Hiking SocietyminorStrategic or Co-development PartnerWaterfly has partnered with the American Hiking Society for outdoor gear donations, supporting hiking advocacy and outdoor recreation initiatives.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Patagonia: Established outdoor brand with leading sustainability credentials and a broad bag portfolio. Competes with Waterfly across outdoor/athletic categories while also being stocked at the same retail partners.
• REI Co-op: Major outdoor retail cooperative that both stocks Waterfly products and sells its own REI Co-op branded bags. Represents both a channel partner and a competitive incumbent in outdoor packs.
• Nike: Global athletic brand with running belts, training bags, and backpacks sold at major sporting goods retailers. Represents a high-brand-equity incumbent competing for the same end consumers and shelf space as Waterfly.
• Under Armour: Major athletic apparel brand with a sporting goods bag line sold through Dick's Sporting Goods and other sporting goods retailers. Competes with Waterfly's Sport Running belt and athletic bag offerings at retail.

Emerging players

• Caribee: Outdoor and adventure backpack brand offering hiking packs, daypacks, and travel bags in a comparable mid-tier price range. Competes in similar retail channels and on comparable product attributes (lightweight, durable).

Direct peers

• Herschel Supply Co. Design-led lifestyle bag brand specializing in backpacks, crossbody bags, and sling bags for everyday and travel use. Shares Waterfly's urban-commuter and lifestyle positioning with comparable price points and multi-channel distribution.
• Osprey: Premium outdoor packs and bags brand with deep presence at REI and specialty outdoor retailers. Competes with Waterfly across outdoor backpacks, daypacks, and adventure duffels—though positioned at a higher price tier.
• Matador: Niche brand specializing in packable, ultralight, and portable outdoor bags—directly overlapping with Waterfly's TransformerX Ultralight Packable line. Targets similar use cases (travel, outdoor, commuting) with comparable price points.
• JanSport: Iconic American backpack and bag brand with deep retail penetration across sporting goods and lifestyle channels. JanSport competes directly with Waterfly in the daypack, sling, and casual outdoor bag categories at similar price points.
• Cotopaxi: Outdoor and lifestyle bag brand with a strong sustainability/ESG narrative (B-Corp, repurposed materials) and direct retail partnerships including REI. Directly comparable to Waterfly on product category, ESG positioning, and retail channel strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WaterflyOutdoor
• YouTubeyoutube.com/@waterflyoriginals
• Facebookfacebook.com/waterflyoriginals
• Instagraminstagram.com/waterflyoriginals
• TikToktiktok.com/@waterfly.us
• Pinterestpinterest.com/waterflyoriginals
• LinkedInlinkedin.com/company/waterfly-outdoor

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 Waterfly