What Comfort Cases UK does

Comfort Cases UK is a registered charity in England and Wales (Charity Number 1196357), founded in 2021 and headquartered in Borehamwood, Hertfordshire. It is the only national UK charity dedicated to eliminating the practice of children in care carrying their belongings in bin bags during placement moves. The organisation distributes age-appropriate physical Comfort Cases - backpacks pre-packed with toiletries, pyjamas, blankets, soft toys (the Barry the Sloth mascot), books, and for older children, SIM cards - to children aged 0-18 entering, moving within, or leaving the care system in England and Wales. Since inception, it has supported more than 23,000 children cumulatively and currently serves 650 children per month with a further 400 on the waiting list.

The product portfolio consists of three core SKUs: the Junior Comfort Case for ages 2-11 at £25, the standard Comfort Case for ages 12-18+ at £28, and the Comfort XL Duffel at £10 for care leavers moving to independent living, with capacities from rucksacks to 32-inch/105-litre duffels. Supporting merchandise (apparel, sports tops, branded collection boxes) generates additional funds. There is no proprietary technology or AI-driven platform; the operational backbone is manual logistics, with orders placed via paperform by partner agencies (capped at 50 cases and 20 duffels per order), packed by corporate volunteers at the Borehamwood HQ, and shipped within 1-2 weeks.

Revenue derives from three streams: donations (individuals, corporate partners, trusts and foundations), merchandise sales, and individual case purchases (£25-£28 per unit) that ship to referral partners for distribution. Pricing is fixed and pay-as-you-go with no subscription model; all fees include VAT and shipping. Distribution is exclusively B2B-via-partner, free of charge to partner agencies, delivered through over 150 trusted frontline delivery partners (fostering teams, police services, NHS settings, residential homes, leaving-care services) across 48 of the UK's 56 Local Authorities in England and Wales. The organisation is 95% volunteer-led, with two co-founders (Sarah Jacoby, CEO; Sammi Myers, Head of Operations), seven named trustees including lived-experience advisors, and a Shadow Board leadership development programme for ages 19-35.

Name

Comfort Cases UK

Legal name

Comfort Cases UK

Website

https://comfortcasesuk.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Registered UK charity (founded 2021) distributing age-appropriate backpacks filled with toiletries, pyjamas, blankets, and comfort items free of charge to children in care, via 150+ frontline delivery partners across 48 of 56 Local Authorities in England and Wales.

Ownership category

akta.pro rank

Product category

Children's Social Care

NAICS

Luggage and Leather Goods Retailers (45832)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Backpacks & Travel Bags (CRAAAJAB)

Keywords

• Children's social care
• Foster care support
• Care leaver assistance
• Charity merchandise sales
• Child welfare charity

Headquarters

HQ city

Borehamwood

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: The primary revenue stream comes from donations from individuals, corporate partners, trusts and foundations. The organization receives monetary donations, item donations, and volunteer time.
2. Merchandise Sales: Sale of branded merchandise including Barry the Sloth plush toys, t-shirts, hoodies, sweatshirts, and sports tops. All proceeds go directly to sending Comfort Cases to children in care.
3. Comfort Case Sales: Individual purchase of Comfort Cases (aged 2-11 at £25, aged 12-18+ at £28) and Comfort XL Duffels (£10) for donation to children in care. Orders are shipped to referral partners for distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Comfort Cases UK is a registered UK charity that provides age-appropriate backpacks (Comfort Cases) filled with essential and comfort items — including toiletries, pyjamas, blankets, books, activity materials and a soft toy (Barry the Sloth) — to children entering, moving within or leaving the care system. The charity also distributes flat-packed Comfort XL Duffel bags for care leavers making larger moves, and sells branded apparel and merchandise to fund the mission.

Product overview

Comfort Cases UK offers a portfolio of products focused on providing dignity and comfort to children entering or moving within the care system. The core products are age-appropriate Comfort Cases—Junior (ages 2-11, £25) and standard (ages 12-18+, £28)—which are backpacks filled with essential and comforting items including toiletries, pyjamas, blankets, teddies (Barry the Sloth), books, and activity materials. The Comfort XL Duffel (£10) is a flat-packed 105-litre duffel bag for care leavers making larger moves. Supporting the mission, the charity sells branded merchandise including Barry the Sloth apparel (t-shirts, hoodies, sweatshirts), sports tops, and collection boxes, with all proceeds funding the distribution of Comfort Cases to children in need.

Differentiator

Problem solved

Functional benefit

Brands

• Comfort Zone: A fundraising initiative that organizes runs, challenges, and events for supporters of Comfort Cases UK.

Products and services

• Junior Comfort Case (age 2-11) Backpack filled with age-appropriate essential and comfort items for children aged 2-11, including toiletries, pyjamas, blanket, colouring materials, cuddly toy (Barry the Sloth) and a book. Priced at £25.00 and shipped to referral partners for distribution to children entering or moving within care.
• Comfort Case (age 12-18+) Backpack filled with age-appropriate essentials for young people aged 12-18+, including toiletries, pyjamas, word search book, mindful colouring, and teddy. Priced at £28.00 and shipped to referral partners for distribution to children in care.
• Comfort XL Duffel 32 inch / 105 litre flat-packed sports duffel bag designed for larger moves, especially for care leavers moving to semi or fully independent living. Priced at £10.00 per duffel.
• Barry Sloth T-shirt (kids) Children's t-shirt featuring Barry the Sloth mascot, available in sizes 3-4 to 11-12 and colours White/Navy/Grey/Black. Priced at £12.00, with proceeds funding the distribution of Comfort Cases.
• Barry Sloth T-shirt (adults) Adult t-shirt featuring Barry the Sloth mascot, available in sizes XS to 3XL. Priced at £15.00, with proceeds funding the distribution of Comfort Cases.
• Start a Conversation T-shirt (adults) Adult awareness t-shirt designed to start conversations about the #nomorebinbags mission, available in sizes XS to 3XL and colours White/Navy/Grey/Black. Priced at £15.00.
• Men's Sports Tops Men's running and sports tops available in Vest, Barry, or Slogan styles, sizes XS to XL. Priced at £22.00, with proceeds funding Comfort Cases.
• Women's Sports Tops Women's running vests and tees featuring mission messaging. Priced at £19.99, with proceeds funding Comfort Cases.
• Barry Sloth Crew Sweatshirt Grey crew neck sweatshirt featuring Barry the Sloth, available in adult and child sizes. Priced from £20.00 to £23.00 depending on size.
• Barry Sloth Hoodie Hoodie featuring Barry the Sloth, available in children's sizes 3/4 through to adult XXL, in Grey or Black. Priced from £22.00 to £25.00 depending on size.
• Collection Box Branded blue collection box designed for offices and organisations to gather donations of essential items for inclusion in Comfort Cases. Priced at £65.00.

Quantifiable outcome

• 23,000+ children supported since 2021
• +3 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

Partnerships

15 partnerships are on record, tiered core and minor.

• Eden Brown SynergycoreGTM or Marketing PartnerChosen as charity partner for 2023/24. Team fundraising through Tough Mudder 10k and other events. Corporate packing day collaboration with Northamptonshire Children's Trust.
• PA ConsultingcoreGTM or Marketing PartnerBid Writing Team packed 254 Comfort Cases in one day. Returning for 2nd year. Charity partnership with sponsored packing events.
• Moody'scoreGTM or Marketing PartnerCorporate partner with team packing days. Wishlist sponsors helping ensure nothing from packing list has to be excluded.
• VodafonecoreGTM or Marketing PartnerSIM cards for care leavers - bridging the digital divide. Provides SIM cards for 18+ age group to ensure connectivity for young people leaving care.
• AstraZenecaminorGTM or Marketing PartnerCorporate CSR partner supporting the mission.
• Marriott BonvoyminorGTM or Marketing PartnerCorporate partner providing support through hospitality industry CSR.
• Athena Care GroupminorGTM or Marketing PartnerRan Swansea Bay 10k fundraising for Comfort Cases UK.
• Carter BrownminorGTM or Marketing PartnerCharity partner for 2024/25 as part of the Antser Group.
• HaLVEminorGTM or Marketing PartnerSilver partners putting their values into action.
• Amazing ApprenticeshipsminorGTM or Marketing PartnerCharity Event Partner collaboration with Genie programme for 2025.
• Bank of AmericaminorGTM or Marketing PartnerVolunteers and MYOB donate hand-made blankets through My Very Own Blanket initiative.
• Sky UpminorGTM or Marketing PartnerHosted on-site volunteer packing day, transforming items into 126 Comfort Cases for children entering emergency care in Hounslow.
• Twenty-Two Business Support and Development LtdminorGTM or Marketing PartnerBuilt the Comfort Cases UK website - providing development and support services.
• Tin Man CommunicationsminorGTM or Marketing PartnerHandles media enquiries and press office - communications partner.
• Kellmatt PrintingminorGTM or Marketing PartnerCreated beautiful new donation boxes for the charity.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Baby Basics UK: UK network of baby banks providing essential items for newborns and infants to families in need. Comparable charity infrastructure (donations, volunteers, partner referrals) and comparable beneficiary cohort (vulnerable children).
• Together Trust: UK charity providing education, care and support services to children, young people and adults with learning disabilities and complex needs. Similar cohort (looked-after and vulnerable children) and direct support/donation model.
• Comfort Cases (US): The US-origin parent charity that Comfort Cases UK is directly affiliated with; same mission of providing backpacks filled with comfort items to children in foster care. Closest functional peer as the originator of the model.
• Little Village: UK baby-bank charity providing essential goods (clothes, toys, toiletries) to families with babies and young children in poverty. Closely analogous 'in-kind essentials distribution' model serving vulnerable children.
• KidsOut: UK charity providing positive experiences, toys and essential items to vulnerable and displaced children. Comparable beneficiary base (children in care/refugees) and similar in-kind donation and volunteer-driven distribution model.

Broad incumbents

• The Children's Society: National UK charity supporting disadvantaged children including those in care and care leavers. Comparable mission scope around vulnerable children and young people, with established local-authority and corporate partnerships.
• Action for Children: Large UK children's charity and an existing distribution partner of Comfort Cases UK. Operates fostering and children's services nationally; broader portfolio but overlapping beneficiary base and frontline delivery model.
• Barnardo's: One of the UK's largest children's charities, running fostering services, children's homes and support programmes. Direct overlap with the looked-after-children beneficiary base that Comfort Cases UK serves.
• NSPCC: The UK's leading children's charity focused on preventing abuse and supporting children at risk. Broad incumbent in the same mission space; potential partner or competitor depending on programme direction.

Others

• Home-Start UK: UK family support charity helping families with young children through volunteer visits. Adjacent in volunteer-driven model, in-kind support and Local Authority partnership working, though different beneficiary focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/comfortcasesuk
• LinkedInlinkedin.com/company/comfort-cases-uk
• Instagraminstagram.com/comfortcasesuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Comfort Cases UK