Natoli

What Natoli does

Natoli (legal entity Công Ty Cổ Phần May Natoli) is a Vietnamese manufacturer and direct-to-consumer brand of backpacks, bags, wallets, and accessories, founded in December 2017 and headquartered in Bình Tân District, Ho Chi Minh City. The company operates a vertically integrated model that combines in-house product design and manufacturing with retail, wholesale, and OEM/custom manufacturing services. Its product portfolio spans laptop backpacks (13–17 inch), school backpacks with anti-hunchback (chống gù) ergonomic construction, fashion backpacks in Korean and canvas styles, travel and ultralight foldable backpacks, sports backpacks for gym and badminton, men's and women's bags, crossbody bags, fabric tote bags, and men's, women's, mini, leather, and fabric wallets — organized into flagship product series including the B-series backpacks, T-series bags, V-series wallets, and the BST F1 and BST F2 sub-collections.

The company's underlying product technology centers on waterproof fabric treatments (including 1000D PU-coated polyester), shock-resistant laptop compartment padding, ergonomic strap and back-panel design for spinal protection, and component-quality claims including YKK metal hardware, with fabrics stated to meet European export-quality standards. Notable commercial credibility signals include a 10-year warranty on laptop backpacks and multiple bestsellers with disclosed unit sales — most prominently the Basic Backpack B2 (38.8k+ units), the Global Backpack B8 (10.1k+), the Teddy Bear Backpack B16 (7.9k+), and the Core Backpack B9 (5.2k+).

Natoli's revenue model operates across four streams: D2C e-commerce via its own natoli.vn site, marketplace sales through official storefronts on Shopee Mall, Lazada, Tiki, and Lotte, a wholesale distributor network across Vietnam, and OEM/custom manufacturing for domestic and international B2B clients. Products are priced across three tiers — budget (under 400,000 VND), mid-range (400,000–600,000 VND), and premium (600,000–1,000,000+ VND) — with volume/wholesale pricing available for bulk orders. The customer base is horizontal and consumer-led: primary segments are Vietnamese students (middle school through university) and office workers/professionals, with secondary segments in casual travel, sports, and B2B/OEM. Marketing relies on the official site blog, TikTok and Instagram, email newsletter, marketplace storefronts, and earned media coverage across major Vietnamese press outlets. All operations are domestic Vietnamese; no foreign subsidiaries, international channel launch, or external institutional funding is disclosed in the available material.

Name

Natoli

Legal name

Công Ty Cổ Phần May Natoli

Website

https://natoli.vn

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Vietnamese manufacturer and D2C brand of backpacks, bags, and wallets, serving Vietnamese students, office workers, and B2B/OEM customers through its own website, four major marketplaces, and a wholesale distributor network.

Ownership category

akta.pro rank

Product category

Backpacks and Bags

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Accessories and Other Apparel Manufacturing (31599), Luggage and Leather Goods Retailers (458320), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Backpacks & Travel Bags (CRAAAJAB)

akta.pro secondary industry

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

Keywords

• Backpack manufacturing
• Laptop bags
• Leather wallets
• Travel backpacks
• Fashion bags

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Retail Sales (D2C E-commerce): Revenue from direct sales to consumers through natoli.vn website and physical stores, including both online orders and walk-in purchases.
2. E-commerce Marketplace Sales: Sales through third-party e-commerce platforms including Shopee Mall, Lazada, Lotte, and Tiki marketplace channels.
3. Wholesale and Distribution: Wholesale and distributor channel sales to retail partners and agents across Vietnam.
4. OEM/Custom Manufacturing: Custom manufacturing services producing backpacks, bags, and accessories for domestic and international clients according to customer specifications.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels6 records

Core offering

Natoli is a Vietnamese manufacturer and retailer of backpacks, bags, and wallets operating as Công Ty Cổ Phần May Natoli. The company designs, produces, and sells a broad portfolio of backpacks (laptop, school, fashion, travel, sports, waterproof, anti-theft), handbags, crossbody bags, tote bags, and wallets (men's, women's, leather, fabric, mini). Sales occur through D2C e-commerce (natoli.vn), major Vietnamese marketplaces (Shopee Mall, Lazada, Tiki, Lotte), physical retail, and B2B wholesale/OEM custom manufacturing.

Product overview

Natoli is a Vietnamese bag and backpack brand offering a comprehensive portfolio of bags, backpacks, wallets, and accessories. The product lineup includes laptop backpacks (B series models like B2, B5-B19, B23, B26-B33), travel bags (T series like T5, T8, T9, T11-T20, T26-T39), and wallets (V series like V3-V9) across multiple sub-categories. The company manufactures school backpacks with anti-hunchback features, waterproof/foldable backpacks for travel, sports backpacks for gym and badminton, fashion-forward backpacks in Korean styles, and anti-theft backpacks with hidden compartments. Accessories include crossbody bags, handbags, tote bags, and various wallet types. Natoli also offers custom backpack manufacturing services for advertising and corporate bulk orders. The products feature European export-quality fabrics with waterproofing treatments, shock-resistant laptop compartments, and ergonomic strap designs. Notable technology claims include YKK metal zippers and materials meeting European export standards.

Differentiator

Problem solved

Functional benefit

Brands

• BST F1: Wallet collection featuring Simple Horizontal Wallet, Simple Vertical Wallet, The Button Wallet, The Long Wallet, and The Zipper Wallet.
• BST F2

Products and services

• Balo Laptop (Laptop Backpacks) Backpacks designed for 13-17 inch laptops with shock-resistant compartments, waterproof fabric, and ergonomic straps for office workers, executives, and students carrying electronics.
• Balo Đi Học (School Backpacks) School backpacks including anti-hunchback models, backpacks for secondary/high school students, and student backpacks with multiple compartments for textbooks and supplies.
• Balo Thời Trang (Fashion Backpacks) Fashion-forward backpacks including Korean-style designs, canvas fabric backpacks, mini backpacks, and distinctive designs targeted at style-conscious consumers.
• Balo Du Lịch (Travel Backpacks) Travel backpacks including backpacking/traveling packs, multi-functional bags, ultralight backpacks, and foldable backpacks for leisure travelers and short getaways.
• Balo Thể Thao (Sports Backpacks) Sports backpacks including gym backpacks, badminton backpacks, and football/soccer backpacks for active individuals.
• Balo Chống Nước (Waterproof Backpacks) Backpacks with waterproof fabric treatment for complete water resistance, suited to Vietnam's wet climate and outdoor use.
• Balo Chống Trộm (Anti-Theft Backpacks) Backpacks with anti-theft features including hidden compartments and concealed zippers for secure everyday carry.
• Túi Xách (Handbags and Bags) Handbags and bags including men's bags, women's bags, travel bags, sports bags, fabric bags, hand-carried bags, office bags, and tote bags.
• Túi Đeo Chéo (Crossbody Bags) Crossbody bags including men's, women's, fabric, sports, school, and laptop crossbody bag styles for hands-free daily carry.
• Ví (Wallets) Wallets including men's (vertical, long, handheld), women's, fabric, mini, leather, and phone/card wallets in multiple colors.
• Balo Quảng Cáo (Custom/OEM Backpack Manufacturing) Custom backpack manufacturing service for advertising, corporate gifts, and bulk orders with high-volume discounts, serving both domestic and export clients under their own or customer brands.

Quantifiable outcome

• 10-year warranty on laptop backpacks demonstrates product confidence and durability claims
• +2 more outcomes

Named customers4 records

Segments5 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

Four partnerships are on record, tiered core.

• Shopee MallcoreChannel Partner/ Reseller/ DistributorOfficial Shopee Mall store presence, one of Vietnam's largest e-commerce marketplaces. Natoli maintains an official branded storefront on Shopee for consumer sales.
• LazadacoreChannel Partner/ Reseller/ DistributorOfficial Lazada store presence for reaching Southeast Asian consumers through Alibaba-owned e-commerce platform.
• TikicoreChannel Partner/ Reseller/ DistributorOfficial Tiki store presence, a major Vietnamese e-commerce platform with focus on quality and authenticity.
• LottecoreChannel Partner/ Reseller/ DistributorOfficial Lotte store presence in Vietnamese market through Korean e-commerce and retail conglomerate.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Eastpak: Globally recognized backpack and luggage brand with strong presence in Vietnam/SEA. Directly competes with Natoli in student backpacks, laptop bags, and travel bags at similar price points.
• Herschel Supply Co. Canadian global backpack, bag, and luggage brand with strong Asia-Pacific presence. Competes with Natoli in the casual/laptop backpack and wallet categories at similar premium price points.
• JanSport: Iconic American backpack brand owned by VF Corporation with global distribution. Competes with Natoli worldwide and in Vietnam specifically in the student backpack and laptop bag categories.
• Fjällräven: Swedish outdoor brand famous for the Kånken backpack. Competes with Natoli in the everyday backpack and travel pack categories with strong brand recognition and similar premium positioning.
• Targus: Global laptop bag, case, and backpack specialist. Competes with Natoli in the laptop backpack and shockproof laptop bag categories with established B2B and consumer channels.

Emerging players

• tomtoc: Online-native laptop bag and backpack brand popular globally. Competes with Natoli in the laptop backpack and travel bag segments with strong digital-first marketing and similar price points.
• Bellroy: Australian premium bag and wallet brand with global online presence. Competes with Natoli in the wallet and slim laptop bag categories with strong design differentiation.

Direct peers

• Anello: Japanese backpack brand extremely popular across Southeast Asia including Vietnam. Competes with Natoli in the same backpack/sketchy consumer categories with similar price segments and style-driven product lines.
• Simplecarry: Vietnamese backpack and bag brand with similar product positioning across backpacks, laptop bags, and accessories. Direct competitor in the Vietnamese domestic market with comparable pricing and D2C-plus-marketplace distribution.
• Mikkor: Vietnamese local backpack and bag brand with similar product portfolio (backpacks, laptop bags, travel bags) and Vietnam-focused D2C plus marketplace distribution. Directly competes with Natoli in the same Vietnamese consumer segment with comparable price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Customer concentration

• TikToktiktok.com/@natoli.official
• LinkedInlinkedin.com/company/natoli

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Natoli