Up To Do Good
Up To Do Good is a privately held Dutch e-commerce retailer and multi-brand marketplace selling curated sustainable fashion, accessories, and gifts from 20+ certified brands, donating profits to charity and operating via a webshop and Schiphol Airport retail store.
- Company typePrivate
- Founded-
- HeadquartersSchiphol, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Up To Do Good does
Up To Do Good B.V. is a privately held Dutch e-commerce retailer founded in 2020, operating as a curated multi-brand marketplace for sustainable fashion and lifestyle products. The company sells clothing, bags, jewelry, eyewear, home accessories, and gift items from over twenty third-party sustainable brands—including Dedicated, MUD Jeans, Komono, O My Bag, T.I.T.S., Susan Bijl, Ucon Acrobatics, A Beautiful Story, Dopper, and UNHCR/MADE51—many of which carry sustainability certifications such as GOTS, Fairtrade, ROC, and European Flax. The company's core differentiator is its charitable business model, in which profits are donated to good causes, positioning it as an impact-driven consumer brand rather than a typical reseller.
The business distributes products through two channels: a direct-to-consumer webshop at uptodogood.nl serving the Netherlands and nine additional European countries (Belgium, France, Italy, Denmark, Germany, Sweden, Spain, Luxembourg, and Austria), and a physical retail store at Schiphol Airport Plaza targeting international travelers. Pricing follows a unit-pricing model with products ranging from approximately €4.95 (cards) to €119.95 (knitwear), supplemented by preset and custom-value gift cards. Free shipping is provided for orders above €30 within the Netherlands and above €80 to listed EU countries, with standard delivery in 1–3 working days. Accepted payment methods are iDEAL, Bancontact, Visa, and Mastercard, and the company markets itself through organic Instagram, an email newsletter, an impact-focused blog, and an RSS feed.
Up To Do Good is incorporated in the Netherlands as a private limited company (B.V.) with operational addresses in Schiphol, Rotterdam, and Amsterdam. The company has a headcount of 7 employees, no disclosed external funding, no disclosed revenue or valuation, and operates without a parent company or institutional investors. Ownership appears to be founder-operated, with the business model directing profits toward charitable causes rather than shareholder returns.
Up To Do Good firmographics
Firmographics- Name
- Up To Do Good
- Legal name
- Up To Do Good B.V.
- Website
- https://uptodogood.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Up To Do Good is a privately held Dutch e-commerce retailer and multi-brand marketplace selling curated sustainable fashion, accessories, and gifts from 20+ certified brands, donating profits to charity and operating via a webshop and Schiphol Airport retail store.
- Ownership category
- akta.pro rank
Up To Do Good industry classification
Industry- Product category
- Sustainable fashion and accessories e-commerce
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Gift, Novelty, and Souvenir Retailers (45942), Jewelry, Luggage, and Leather Goods Retailers (4583), Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Retail-Variety Stores (5331), Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Party Favors, Gifts & Custom Merchandise (HSACACAM)
- akta.pro secondary industry
- Museum, Zoo & Attraction Gift Shops (CRALAJAG)
Keywords
Where Up To Do Good is headquartered
LocationHeadquarters
- HQ city
- Schiphol
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Up To Do Good business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales - E-commerce: The company generates revenue through direct product sales via their e-commerce webshop, selling sustainable fashion and accessories from curated brands. Products are sold at individual price points with transaction-based pricing.
- Product Sales - Physical Retail: Revenue generated from retail sales at their Schiphol Airport Plaza store location, offering the same sustainable product assortment to airport travelers.
- Gift Cards: The company offers gift cards, allowing customers to purchase preset or custom-value cards for gifting purposes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing with free shipping thresholds |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Up To Do Good product offering
Product offeringCore offering
Up To Do Good is a curated e-commerce and retail business that sells sustainably and ethically produced fashion, accessories, and lifestyle products from 20+ third-party brands (including Dedicated, MUD Jeans, Komono, O My Bag, T.I.T.S., Susan Bijl, Ucon Acrobatics, and A Beautiful Story) through its own webshop at uptodogood.nl and a physical store at Schiphol Airport Plaza. The assortment spans Women's, Men's, Accessories, and Gifts categories, with gift cards also offered, and the company donates its profits to charitable causes as part of its social mission.
Product overview
Up To Do Good is an e-commerce platform operating as a curated marketplace for sustainable fashion and accessories. The offering is organized as a multi-brand portfolio rather than a unified product platform. The core offering includes four main product categories: Accessories (candles, kids toys, cushions, stationery, textiles, travel items, vases, water bottles, home accessories), Dames/Women's fashion (coats, jewelry, bags, shirts, sweaters, etc.), Heren/Men's fashion (similar categories), and Cadeaus/Gifts (organized by price point). The portfolio features over 20 sub-brands including Dedicated, MUD Jeans, Komono, O My Bag, T.I.T.S., Susan Bijl, Ucon Acrobatics, and many others. The company also offers Gift Cards as an add-on product. Featured individual products include the You Do You Pride T-shirt, Dedicated's Vadstena T-shirt line, Valje Linen Shirt, and Rosendal Crochet Cardigan. The business model emphasizes that products are sustainably made and profits are donated to charitable causes.
Differentiator
Problem solved
Functional benefit
Products and services
- Accessories Range of sustainably produced accessories and lifestyle products including candles, kids' items and toys, cushions and plaids, stationery, textiles, travel items, vases, water bottles, and home accessories, sold to consumers via the Up To Do Good webshop.
- Women's Fashion (Dames) Sustainably produced women's clothing and accessories including pants, coats, shirts, tops, sweaters, cardigans, skirts, dresses, jewelry, bags, scarves, sunglasses, and swimwear, sold to female consumers via the Up To Do Good webshop.
- Men's Fashion (Heren) Sustainably produced men's clothing and accessories including pants, coats, shirts, sportswear, sweaters, bags, scarves, sunglasses, and swimwear, sold to male consumers via the Up To Do Good webshop.
- Gifts (Cadeaus) Curated sustainable gift selection organized by price point (up to €10, €25, €50, €100), intended for consumers seeking meaningful, sustainably produced gifts for various occasions.
- Gift Card Digital gift card available in preset and custom values, allowing customers to give the recipient the choice of sustainable fashion, accessories, or lifestyle products from the Up To Do Good webshop.
Companies that use Up To Do Good
Customer profileSegments4 records
Ideal customer profiles3 records
Up To Do Good technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Up To Do Good partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Vanilla Cool DanceminorSpecial collaboration for Pride featuring the 'You Do You' design available as T-shirts, art prints, and postcards. This partnership supports Pride initiatives and showcases the brand's commitment to inclusivity.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Up To Do Good competitors and assessment
Company assessmentBroad incumbents
- Zalando: Europe's largest pan-EU fashion marketplace with a dedicated sustainable-fashion category. Comparable on multi-country EU distribution footprint, broad assortment, and proximity to the same sustainability segment.
- COS: H&M Group's mid-premium apparel label with growing sustainable capsule collections across Europe. Comparable on contemporary fashion assortment, multi-country European retail footprint, and physical-plus-DTC distribution.
- ASOS: Major pan-EU online fashion retailer with a dedicated responsible-edit and sustainable-brand category. Comparable on multi-brand assortment, EU-wide shipping, and prominent curated sustainability positioning in the same demographic.
- Etsy: Global online marketplace for curated, often handmade and sustainable goods spanning fashion, accessories, jewelry, and gifts. Comparable as a discovery-and-gifting marketplace serving values-driven consumers in Europe.
- The Body Shop: Global values-driven multi-category retailer with a strong sustainability, ethics, and charitable-giving brand identity. Comparable on mission-driven positioning, multi-category gifting assortment, and physical-plus-DTC distribution.
Direct peers
- People Tree: Pioneer in Fairtrade and organic-cotton sustainable apparel with charity-aligned brand roots. Closely comparable on certified sustainable apparel plus a charitable/social-mission positioning aimed at the same consumer demographic.
- Beaumont Organic: UK-based curated sustainable fashion and lifestyle retailer offering organic, ethical brands across apparel, accessories, and gifts. Matches the curated multi-brand assortment and price-tiered gifting model.
- Thought (formerly Braintree Clothing): UK sustainable apparel brand using organic cotton, hemp, and bamboo with charitable giving partnerships. Comparable on certified-sustainable apparel, charity-aligned positioning, and multi-channel European distribution.
- Wolf & Badger: UK-based curated multi-brand marketplace for independent and sustainable fashion and accessories. Direct structural peer: same curated-retailer model, same sustainability positioning, and same gift/lifestyle assortment across multiple price points.
- Armedangels: German sustainable fashion brand operating DTC plus multi-brand retail partnerships. Direct peer on the apparel side: same GOTS/Fairtrade certification framework, same European sustainability-conscious consumer segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Up To Do Good social profiles
Digital presenceUp To Do Good compliance and trust
Trust signalCompliance4 records
Up To Do Good financial estimates
Financial estimateRevenue estimate
Valuation estimate
Up To Do Good leadership team
Management profileNumber of profiles
Up To Do Good funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Up To Do Good 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 Up To Do Good
What does Up To Do Good do?
Up To Do Good is a curated e-commerce and retail business that sells sustainably and ethically produced fashion, accessories, and lifestyle products from 20+ third-party brands (including Dedicated, MUD Jeans, Komono, O My Bag, T.I.T.S., Susan Bijl, Ucon Acrobatics, and A Beautiful Story) through its own webshop at uptodogood.nl and a physical store at Schiphol Airport Plaza. The assortment spans Women's, Men's, Accessories, and Gifts categories, with gift cards also offered, and the company donates its profits to charitable causes as part of its social mission.
Is Up To Do Good a public or private company?
Up To Do Good is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Up To Do Good founded?
Up To Do Good was founded in -1. It employs 1 to 10 people.
Where is Up To Do Good based?
Up To Do Good is headquartered in Schiphol, Netherlands, in the Europe region.
How does Up To Do Good make money?
Three revenue lines are on record. Product Sales - E-commerce is the primary driver. The others are product Sales - Physical Retail and gift Cards.
Who are Up To Do Good's main competitors?
Broad incumbents on record are Zalando, COS, ASOS, Etsy and The Body Shop. Direct peers are People Tree, Beaumont Organic, Thought (formerly Braintree Clothing), Wolf & Badger and Armedangels.
Does Up To Do Good have an API?
No public API is recorded for Up To Do Good.
What industry is Up To Do Good in?
Up To Do Good's product category is Sustainable fashion and accessories e-commerce. Its primary akta.pro industry code is HSACACAM, Party Favors, Gifts & Custom Merchandise, with a secondary code of CRALAJAG, Museum, Zoo & Attraction Gift Shops. Its NAICS code is 458110 and its SIC code is 5600.