This is us
- Company typePrivate
- Founded2018
- HeadquartersHsinchu, Taiwan
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What This is us does
This is us (legal entity 楚江有限公司 / Chujiang Co., Ltd., Taiwan tax ID 83079137) is a direct-to-consumer e-commerce retailer founded in 2018 and headquartered in Hsinchu, Taiwan. The company designs, sources, and sells fashion-oriented protective cases, covers, and accessories primarily for Apple-ecosystem devices — iPhone, iPad, MacBook, AirPods, and Apple Watch — alongside watch bands for Garmin, Samsung, and Xiaomi wearables, charging accessories, computer bags, decorative LED lighting, and S925 sterling silver jewelry. A customization service allows customers to personalize cases with custom text, uploaded images, photo printing, and embroidery, with premium custom MacBook cases reaching NT$3,500. The business operates entirely through its own ShopLine-powered online storefront, with no marketplace presence, no B2B/wholesale channel, and no third-party retail distribution.
The company monetizes via one-time unit sales of finished and customized products, with prices ranging from approximately NT$160 to NT$3,500 and occasional discount pricing. Its go-to-market is a single-channel DTC motion: orders ship domestically within Taiwan and internationally to Hong Kong, Malaysia, Singapore, Japan, and South Korea via SF Express and 7-11 cross-border delivery, with checkout supporting 18 currencies. Marketing is concentrated on organic social — Instagram and Facebook — supplemented by LINE messaging for customer service. The company is bootstrapped, with no disclosed funding, no parent entity, no institutional investors, and no public leadership roster; operating cadence is governed by a single listed phone number and a Gmail-based contact address, indicating a small, founder-led team. Its structural differentiators are its proprietary themed design library (capybara, dog, marble, embroidery, cream collections) and its customization workflow, both of which sit on top of a commodity device-accessory supply chain.
This is us firmographics
Firmographics- Name
- This is us
- Legal name
- 楚江有限公司
- Website
- https://thisisus18.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Ownership category
- akta.pro rank
This is us industry classification
Industry- Product category
- Consumer Electronics Accessories
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Electronics and Appliance Retailers (4492), Jewelry Retailers (458310)
- SIC
- Retail-Apparel & Accessory Stores (5600), Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)
- akta.pro secondary industries
- Mobile Device Accessories (Cases, Screen Protectors, Mounts) (CRACALAH), Wearable Accessories & Bands (straps, chargers, cases) (CRACAIAK)
Keywords
Where This is us is headquartered
LocationHeadquarters
- HQ city
- Hsinchu
- HQ country
- Taiwan
- HQ region
- Asia
Offices1 record
Markets served
This is us business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: One-time product sales of phone cases, MacBook cases, Apple Watch bands, AirPods cases, accessories, and S925 sterling silver jewelry. Products are sold at fixed retail prices with occasional discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with occasional discounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
This is us product offering
Product offeringCore offering
This is us designs and sells fashion-forward protective cases, covers, and bands for consumer electronics — primarily Apple devices (iPhone, MacBook, iPad, AirPods, Apple Watch) and select non-Apple smartwatches (Garmin, Samsung, Xiaomi) — through its own direct-to-consumer e-commerce storefront. The company also offers a customization service allowing buyers to personalize cases with custom text, images, or embroidery, and carries complementary lifestyle items such as S925 sterling silver jewelry, LED light strings, and desk lamps.
Product overview
This is us is an e-commerce retailer specializing in stylish, fashion-forward electronic device accessories and lifestyle products. The product portfolio centers on protective cases and covers for Apple devices (iPhone, MacBook, iPad, AirPods, Apple Watch) complemented by smartwatch bands for Garmin and Samsung, charging accessories, and lifestyle items. The offering includes both ready-to-ship designer products across multiple material and design series (leather, embroidered, frosted, marble, suede, woven) and a customization service allowing customers to personalize products with custom text, images, or photo printing. The store also carries limited lifestyle products including LED lighting, desk accessories, and S925 sterling silver jewelry. Products span from mass-market protective cases to premium embroidered and hand-crafted pieces, with pricing ranging from budget-friendly options to luxury custom items.
Differentiator
Problem solved
Functional benefit
Products and services
- iPhone Cases Protective phone cases for iPhone models ranging from iPhone 7/8/SE through iPhone 16 series, available in liquid silicone, frosted, leather, TPU, and designer printed materials with themes including capybara, dog, cartoon, and artistic designs.
- MacBook Cases Protective laptop covers for MacBook devices offered in leather, embroidered, suede quilted, frosted, marble, plaid floral, and This is us design collections, with customization options including custom embroidery.
- iPad Cases Protective cases for iPad devices from iPad mini through iPad Pro 12.9" with pencil magnetic holder slots and reversible 360-degree designs.
- AirPods Cases Protective silicone cases for AirPods (1/2, 3, Pro, Pro 2) with designer prints including capybara, ocean, smile dog, monster doodle, and custom text designs.
- Apple Watch Bands Watch straps for Apple Watch in leather, metal, braided, silicone, wood, suede, and rhinestone designs, available for various watch sizes.
- Apple Watch Cases Protective cases for Apple Watch devices, including rhinestone color-mix cases and watch bands with protective features.
- Garmin and Samsung Watch Bands Watch straps compatible with Garmin and Samsung smartwatches.
- Xiaomi Band Straps Watch bands compatible with Xiaomi fitness trackers.
- Apple Watch Charging Accessories Charging solutions for Apple Watch including magnetic chargers with USB-C connectors, 3-in-1 power hacker charging docks, and wireless Type-C multifunction chargers.
- iPhone and Android Charging Accessories Charging accessories including USB-C to USB-C cables, PD fast charging cables, and 20W fast charging adapters.
- S925 Sterling Silver Jewelry 925 Sterling silver jewelry including gold-plated adjustable rings in various designs (lace, double-layer engraved, weaving-style, lava texture, bowknot, cable knit, water wave), priced NT$350–NT$600.
- Customized Products Made-to-order customization of MacBook cases, iPhone cases, iPad cases, AirPods cases, and acrylic boarding pass luggage tags with personalized text, custom images, or photo printing.
- LED Light Strings Decorative spherical LED light strings (10 meters, 80 lights) in warm white and multicolor options for home aesthetics.
- Night Lights Touch-controlled desk lamps and reading lights with three-level brightness adjustment, 360-degree rotation, made of solid wood and ABS/PC materials.
- Computer Bags Textile backpacks designed for carrying laptops and electronic devices.
Companies that use This is us
Customer profileSegments1 record
Ideal customer profiles1 record
This is us technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
This is us partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
This is us competitors and assessment
Company assessmentDirect peers
- OtterBox: Leading US-based protective case maker for smartphones including iPhone, with deep retail distribution and a broad accessory portfolio. Comparable as a direct competitor in protective Apple cases, though OtterBox emphasizes ruggedness rather than design.
- RhinoShield: Taiwan-based direct competitor specializing in shock-absorbing phone cases for iPhone and other smartphones, plus accessories. Highly comparable as a same-geography, same-category, same-DTC e-commerce operator with similar Apple-focused product breadth.
- BURGA: Design-led DTC phone case brand offering fashionable, designer-pattern cases for iPhone and other smartphones. Closely comparable on aesthetic/design-led positioning, DTC e-commerce model and Apple-case focus.
- Sonix: Trendy phone case and tech accessory brand featuring licensed collaborations and playful designs across iPhone, AirPods and other Apple devices. Comparable as a design-forward DTC competitor in the same Apple-accessory categories.
- CASETiFY: Global Apple-focused case and accessory brand offering customizable and designer cases for iPhone, iPad, MacBook, AirPods and Apple Watch. Directly comparable on product categories, customization capability and DTC positioning, though operating at significantly larger scale.
- Speck Products: US-based phone case manufacturer with a wide assortment of protective cases for iPhone and other smartphones. Directly comparable product overlap in iPhone cases with established retail and online distribution.
- Wildflower Cases: Boutique phone case brand known for fashionable, design-led cases targeted at younger consumers. Comparable as a small, design-IP-driven, DTC competitor in the iPhone case category.
- Cyrill: Phone case brand offering designer and protective cases for iPhone and Samsung devices, including Apple Watch bands. Comparable as a design-focused DTC competitor with similar Apple-centric product breadth.
Others
- Society6: Online marketplace for artist-designed phone cases, home décor and lifestyle products. Comparable as a design-driven, artist-led case ecosystem, though it operates as a multi-artist platform rather than a single-brand DTC store.
- Zazzle: Online customization marketplace allowing users to personalize phone cases, accessories and many other products. Comparable as an ecosystem participant enabling the same customization use case, though operating as a platform rather than a single-brand retailer.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
This is us social profiles
Digital presenceThis is us financial estimates
Financial estimateRevenue estimate
Valuation estimate
This is us leadership team
Management profileNumber of profiles
This is us funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
This is us 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 This is us
What does This is us do?
This is us designs and sells fashion-forward protective cases, covers, and bands for consumer electronics — primarily Apple devices (iPhone, MacBook, iPad, AirPods, Apple Watch) and select non-Apple smartwatches (Garmin, Samsung, Xiaomi) — through its own direct-to-consumer e-commerce storefront. The company also offers a customization service allowing buyers to personalize cases with custom text, images, or embroidery, and carries complementary lifestyle items such as S925 sterling silver jewelry, LED light strings, and desk lamps.
Is This is us a public or private company?
This is us is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was This is us founded?
This is us was founded in 2018.
Where is This is us based?
This is us is headquartered in Hsinchu, Taiwan, in the Asia region.
How does This is us make money?
One revenue line is on record: product Sales.
Who are This is us's main competitors?
Direct peers on record are OtterBox, RhinoShield, BURGA, Sonix, CASETiFY, Speck Products, Wildflower Cases and Cyrill. Others are Society6 and Zazzle.
Does This is us have an API?
No public API is recorded for This is us.
What industry is This is us in?
This is us's product category is Consumer Electronics Accessories. Its primary akta.pro industry code is CRAAAJAK, Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders), with a secondary code of CRACALAH, Mobile Device Accessories (Cases, Screen Protectors, Mounts). Its NAICS code is 458 and its SIC code is 5600.