MADLUG C.I.C.
MADLUG C.I.C. is a Northern Ireland social enterprise (Community Interest Company) that designs and sells bags and travel accessories under a buy-one-give-one model, donating a pack-away travel bag to a child in care for every consumer purchase. The business operates via Shopify DTC e-commerce, a corporate gifting program, and UK retail partners, serving conscious consumers, businesses, and looked-after children across the UK and Ireland.
- Company typePrivate
- Founded2015
- HeadquartersLisburn, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What MADLUG C.I.C. does
MADLUG C.I.C. is a Northern Ireland-based Community Interest Company (social enterprise) founded in 2015 by Dave Linton, operating from Lisburn/Richhill. The company designs and sells luggage, backpacks, totes, crossbody bags, headwear and travel accessories (mugs, water bottles, lunch coolers, notebooks) made primarily from GRS-certified recycled polyester and organic cotton. Its defining feature is a buy-one-give-one model: every bag purchased triggers donation of a pack-away travel bag to a child in care, executed through the affiliated Madlug Foundation charity and giving partners such as Barnardo's.
The commercial business is built on a Shopify-powered direct-to-consumer e-commerce site (madlug.com) shipping to the UK, USA, Canada, Australia, New Zealand and Europe, supplemented by UK retail distribution (notably John Lewis, including a 2022 Christmas advert placement) and a 'Madlug For Business' corporate gifting channel. Customer segments include individual consumers, corporate clients (Lloyds Banking Group, NIE Networks, Royal School Armagh), and schools/educational institutions, with a recurring £10/month 'Gift A Bag' subscription layer. Headcount is in the 1–10 band, the company is B Corp certified (the first lifestyle brand in Northern Ireland to achieve this), and it has cumulatively delivered over 135,000 pack-away travel bags to children in care across the UK and Ireland since inception.
MADLUG C.I.C. firmographics
Firmographics- Name
- MADLUG C.I.C.
- Legal name
- Madlug C.I.C.
- Website
- https://madlug.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MADLUG C.I.C. is a Northern Ireland social enterprise (Community Interest Company) that designs and sells bags and travel accessories under a buy-one-give-one model, donating a pack-away travel bag to a child in care for every consumer purchase. The business operates via Shopify DTC e-commerce, a corporate gifting program, and UK retail partners, serving conscious consumers, businesses, and looked-after children across the UK and Ireland.
- Ownership category
- akta.pro rank
MADLUG C.I.C. industry classification
Industry- Product category
- Luggage and Travel Bags
- NAICS
- Luggage and Leather Goods Retailers (45832), Jewelry, Luggage, and Leather Goods Retailers (4583), Sporting Goods Retailers (45911)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Backpacks & Travel Bags (CRAAAJAB)
- akta.pro secondary industries
- Backpacks, Bags & Load-Carriage Retail (CRAMAMAI), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)
Keywords
Where MADLUG C.I.C. is headquartered
LocationHeadquarters
- HQ city
- Lisburn
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
MADLUG C.I.C. business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales (Bags and Accessories): Madlug sells a range of luggage and travel bags (backpacks, roll-tops, totes, duffels, crossbody bags, sling bags) along with accessories (headwear, travel mugs, water bottles, lunch coolers, notebooks) through their e-commerce platform. Each product purchase triggers a pack-away travel bag donation to children in care.
- Headwear and Apparel Sales: Sale of branded headwear (bucket hats, caps, beanies) and statement apparel. For headwear, 100% of profit goes to helping children in care.
- Corporate/Business Sales: Madlug For Business program offering custom branded merchandise and bulk orders for corporate gifting, staff gifts, and event merchandise.
- Donations (Gift a Bag): Direct donations where customers can purchase pack-away travel bags for children in care at £10 per bag, or subscribe for monthly donations at £10/month to provide bags regularly.
- Monthly Subscription (One Bag a Month): Monthly subscription at £10/month providing a pack-away travel bag each month to help bring dignity to a child in care.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Backpacks - Classic Backpack |
| Unit Pricing | Pay-as-you-go | Roll-Top Backpacks |
| Unit Pricing | Pay-as-you-go | Duffel Bags |
| Unit Pricing | Pay-as-you-go | Totes |
| Unit Pricing | Pay-as-you-go | Crossbody and Sling Bags |
| Unit Pricing | Pay-as-you-go | Travel Backpacks |
| Unit Pricing | Pay-as-you-go | Headwear - Beanies |
| Unit Pricing | Pay-as-you-go | Headwear - Caps |
| Unit Pricing | Pay-as-you-go | Headwear - Bucket Hats |
| Unit Pricing | Pay-as-you-go | Gift a Bag (One-time Donation) |
| Subscription | Monthly | Monthly Subscription |
| Unit Pricing | Pay-as-you-go | Lunch Coolers |
| Unit Pricing | Pay-as-you-go | Travel Mugs and Water Bottles |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
MADLUG C.I.C. product offering
Product offeringCore offering
Madlug designs, manufactures and sells bags and travel accessories (backpacks, roll-tops, duffels, totes, crossbody bags, headwear, travel mugs, water bottles, lunch coolers, notebooks) through its own e-commerce store, retail partners and a corporate program. For every product purchased, a pack-away travel bag is donated to a child in care; customers can also donate directly or subscribe monthly.
Product overview
Madlug C.I.C. is a social enterprise luggage and accessories brand founded in 2015 with a mission to provide dignity to children in care. The core product line consists of bags and travel accessories including Classic Backpacks, Roll-Top Backpacks, Duffel Bags, Totes, Crossbody/Sling Bags, Travel Backpacks, Tech Backpacks, and Commuter Backpacks, complemented by accessories such as Headwear (Bucket Hats, Dad Caps, Beanies), Travel Mugs, Water Bottles, Lunch Coolers, and Notebooks. The company follows a 'Buy One Give One' model where every bag purchase results in a Pack-Away Travel Bag donated to a child in care. Additional giving options include one-time donations (£10 per bag) and a monthly subscription (£10/month). The company also offers B2B custom apparel and merchandise through 'Madlug For Business' and maintains a branded apparel line called 'Madlugger Statement Apparel'.
Differentiator
Problem solved
Functional benefit
Products and services
- Classic Backpack
Quantifiable outcome
- 135,000+ pack-away travel bags given to children in care
- +3 more outcomes
Companies that use MADLUG C.I.C.
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
MADLUG C.I.C. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
MADLUG C.I.C. partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Lloyds Banking GroupcoreMadlug's partner that became officially accredited as a Fostering Friendly employer by The Fostering Network. The partnership supports Madlug's mission to provide dignity to children in care through the distribution of pack-away travel bags.
- John LewiscoreUK retailer partnership. Madlug was featured in John Lewis Christmas advert 2022, raising significant awareness for the brand and its mission to support children in care.
- NIE NetworksminorLong-standing partnership supporting both early careers and wider social impact. Partnership was highlighted during National Apprenticeship Week.
- ITV/This MorningminorFeatured in 'The Top Christmas Gifts from Independent Brands' segment on ITV's This Morning, providing media exposure and marketing reach.
- Novel Entertainment / Horrid HenryminorLicensing partnership for Horrid Henry character collaboration, expanding brand reach into children's entertainment market.
- Barnardo'scoreMajor children's charity working with looked after children. Madlug delivers bags through Barnardo's and other giving partners who are already working with looked after children.
- The Fostering NetworkcoreOrganization that accredits employers as 'Fostering Friendly.' Lloyds Banking Group became accredited through their partnership with Madlug, demonstrating corporate support for foster carers.
- Home For GoodminorCharity focused on children in care. Published 'The Madlug Story' on their platform, providing awareness and credibility for the brand.
- ITV (Simon Community)minorMadlug's approach was referenced in ITV news story about Simon Community launching 'Welcome Pack' for homeless, showing broader application of the dignity-through-luggage model.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
MADLUG C.I.C. competitors and assessment
Company assessmentDirect peers
- Cotopaxi: Outdoor and bags brand using recycled materials and a 'Questival' social-impact positioning. Closely matches Madlug's outdoor/travel bag assortment combined with sustainability and social-mission branding.
- Bombas: Apparel brand built on a one-for-one donation model (socks donated for every pair sold). Closely mirrors Madlug's structure of physical goods + recurring social-impact donation, with a subscription layer.
- Warby Parker: Direct-to-consumer brand with a 'buy a pair, give a pair' social mission. Comparable as a vertically integrated, mission-led DTC retail brand using social impact as core differentiation.
- TOMS: Pioneer of the buy-one-give-one consumer model. Operates a similar one-for-one donation mechanic across footwear and apparel, making it the most directly comparable peer to Madlug's B1G1 bags-and-donations approach.
- Herschel Supply Co. Direct-to-consumer backpack and travel bag brand. Most direct head-to-head competitor on product (backpacks, duffels, totes) sold through similar channels, though without the social mission layer.
Broad incumbents
- Eastpak: Established global backpack and bag brand owned by VF Corporation. Competes with Madlug across the everyday backpack and travel bag categories at much greater scale.
- JanSport: Iconic mass-market backpack brand (also owned by VF Corporation). Competes directly on price and product assortment in the everyday backpack segment.
- Fjällräven: Premium outdoor backpack and travel bag brand with sustainability positioning. Overlaps with Madlug on travel/outdoor bags and on the use of recycled/organic materials.
Emerging players
- tentree: Apparel and lifestyle brand that plants trees per product sold. Compares on the 'product-plus-environmental-impact' model, though operating in apparel rather than bags.
- United By Blue: Outdoor and bags brand that removes plastic from oceans per product sold. Closely comparable as a small, mission-led outdoor/bags brand with a tangible per-unit impact mechanic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
MADLUG C.I.C. social profiles
Digital presenceMADLUG C.I.C. financial estimates
Financial estimateRevenue estimate
Valuation estimate
MADLUG C.I.C. leadership team
Management profileNumber of profiles
Profiles5 records
MADLUG C.I.C. subsidiaries and ownership
Company hierarchySubsidiaries1 record
MADLUG C.I.C. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MADLUG C.I.C. 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 MADLUG C.I.C.
What does MADLUG C.I.C. do?
Madlug designs, manufactures and sells bags and travel accessories (backpacks, roll-tops, duffels, totes, crossbody bags, headwear, travel mugs, water bottles, lunch coolers, notebooks) through its own e-commerce store, retail partners and a corporate program. For every product purchased, a pack-away travel bag is donated to a child in care; customers can also donate directly or subscribe monthly.
Is MADLUG C.I.C. a public or private company?
MADLUG C.I.C. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MADLUG C.I.C. founded?
MADLUG C.I.C. was founded in 2015. It employs 1 to 10 people.
Where is MADLUG C.I.C. based?
MADLUG C.I.C. is headquartered in Lisburn, United Kingdom, in the Europe region.
How does MADLUG C.I.C. make money?
Five revenue lines are on record. Product Sales (Bags and Accessories) is the primary driver. The others are headwear and Apparel Sales, corporate/Business Sales, donations (Gift a Bag) and monthly Subscription (One Bag a Month).
Who are MADLUG C.I.C.'s main competitors?
Direct peers on record are Cotopaxi, Bombas, Warby Parker, TOMS and Herschel Supply Co.. Broad incumbents are Eastpak, JanSport and Fjällräven. Emerging players are tentree and United By Blue.
Does MADLUG C.I.C. have an API?
No public API is recorded for MADLUG C.I.C..
What industry is MADLUG C.I.C. in?
MADLUG C.I.C.'s product category is Luggage and Travel Bags. Its primary akta.pro industry code is CRAAAJAB, Backpacks & Travel Bags, with a secondary code of CRAMAMAI, Backpacks, Bags & Load-Carriage Retail. Its NAICS code is 45832 and its SIC code is 5600.