MOYU LTD

What MOYU LTD does

MOYU LTD is a Dutch sustainable stationery company founded in 2018 and headquartered in Amsterdam that designs, manufactures (via partner suppliers), and sells reusable stone paper notebooks, agendas, planners, accessories, and customized corporate gifts. The core technology is stone paper composed of 80% calcium carbonate (limestone dust) and 20% HDPE plastic, which is waterproof, tear-resistant, and recyclable. Notebooks are written on with PILOT Frixion-based erasable pens and rewritable up to 500 times per page, positioning MOYU as a tree-free, water-free, chemical-free alternative to traditional pulp paper.

The product portfolio spans erasable notebooks in collections such as Solid Elegance, Back to Stone, Nature on Rocks, Vintage Designs, and Cities Edition; erasable agendas and planners; accessories including erasable pens, ink refills, wiping cloths, and pen holders; children's SKUs (Math Book, Game Book, 2-in-1 Playbook); the All-in-One School Notebook; personalized business notebooks; gift cards and themed gift lines (Christmas, Nurses Day); and educational resources such as a free teaching kit on deforestation and paper waste. MOYU plants one tree per notebook sold through a partnership with Trees for Kenya.

Revenue is generated through multiple streams: direct e-commerce sales of notebooks and accessories at €12.50 to €34.95 retail; B2B personalized notebook orders for corporate gifting, employee onboarding, and client appreciation handled via a dedicated sales channel with quote-based pricing; accessories and consumables providing repeat revenue; 10% royalties to artists in the Wall of Artists collaboration program; and ambassador referral commissions under the Stone Paper Warrior program. The go-to-market combines product-led e-commerce, enterprise field sales, community/ambassador-driven growth, school pilot programs, and event-driven artistic collaborations, with operations currently focused on Europe.

Name

MOYU LTD

Legal name

MOYU

Website

https://moyu-notebooks.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

MOYU LTD is a Dutch sustainable stationery company that designs and sells reusable erasable stone paper notebooks, planners, accessories, and customized corporate gifts, serving conscious consumers, enterprises, schools, and creative collaborators across Europe.

Ownership category

akta.pro rank

Product category

Sustainable Stationery

NAICS

Stationery Product Manufacturing (32223)

SIC

Converted Paper & Paperboard Prods (No Contaners/Boxes) (2670), Blankbooks, Looseleaf Binders & Bookbindg & Relatd Work (2780)

akta.pro primary industry

Recycled Paper Converting & Finishing (Cut/Size, Coating, Laminating) (IMAMAKAL)

akta.pro secondary industry

Recycled Specialty Paper (Filter, Release, Construction, Technical) (IMAMAKAK)

Keywords

• Reusable stone paper notebooks
• Erasable notebooks
• Sustainable stationery
• Corporate gift notebooks
• Tree-free paper products

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of stone paper notebooks, accessories, and kids products through e-commerce platform. Includes various cover types (softcover, hardcover, premium) and page configurations. Pricing ranges from €12.50 for school notebooks to €34.95 for custom 40-page premium notebooks.
2. Customized Business Notebooks: B2B sales of personalized notebooks for corporate gifts, employee onboarding, and promotional purposes. Production time 5-8 working days standard, 3 working days for urgent orders. Premium pricing based on customization volume.
3. Artistic Collaboration Royalties: Artists receive 10% commission on sales of their limited edition notebook designs. Artists also receive 5 free notebooks (€150 value) when their design is selected for production.
4. Accessories and Consumables: Replacement pens, ink refills, wiping cloths, and pen holders. Ongoing revenue from consumables as customers need refills for their MOYU products.
5. Ambassador Referrals: Ambassadors earn commissions by referring friends using unique UTM links and successfully introducing MOYU into their companies. Cash rewards for completed referrals.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

MOYU LTD designs, manufactures, and sells reusable stone paper notebooks, agendas and planners, accessories (pens, wiping cloths, pen holders), and customized corporate notebooks. Pages are made from stone paper (80% calcium carbonate / 20% HDPE plastic) and can be erased and rewritten up to 500 times using a compatible erasable pen and cloth. Products are water-resistant, tear-resistant, and tree-free, and the line extends to kids' playbooks, math and game books, school notebooks, and an educational teaching kit on deforestation and paper waste.

Product overview

MOYU LTD offers a portfolio of reusable stone paper notebooks and related stationery products. The core product is the erasable stone paper notebook, which can be written on with a MOYU pen, wiped clean with a damp cloth, and reused up to 500 times. The product line includeserasable notebooks (with collections such as Solid Elegance, Back to Stone, Nature on Rocks, Vintage Designs, and Cities Edition), erasable agendas and planners, accessories (pens, wiping cloths, pen holders), children's products (Kid's Playbook, Math Book, Game Book), school notebooks with customizable page layouts, personalized business notebooks, gift products (gift cards, Christmas gifts, nurse gifts), and educational resources (teaching kits). All products are made from tree-free, waterproof, tear-resistant stone paper consisting of 80% calcium carbonate and 20% HDPE plastic. The company plants one tree for every notebook sold through its Trees for Kenya partnership.

Differentiator

Problem solved

Functional benefit

Brands

• Stone Paper Warriors: MOYU's community program for brand ambassadors who promote the use of stone paper and sustainability, featuring rewards including free products, commissions, gift cards, tree ownership, cash incentives, and discounts.
• Stone Paper Alliance

Products and services

• Erasable Stone Paper Notebooks Reusable A5 notebooks made from stone paper (80% calcium carbonate / 20% HDPE) with pages that can be wiped clean and rewritten up to 500 times using a compatible erasable pen. Pages are water-resistant and tear-resistant, and individual notebooks combine multiple layouts (e.g., dot grid, lined, blank) in one product. Targeted at individual consumers who want a durable, sustainable notebook for notes, lists, planning, and creative use.
• Agendas & Planners Reusable stone paper agendas and planners that can be erased and rewritten, providing a sustainable alternative to disposable yearly planners for individual consumers.
• Accessories Compatible accessories including erasable pens, wiping cloths, and pen holders, designed to support and extend the use of MOYU's reusable stone paper notebooks.
• Kid's Playbook A reusable stone paper notebook designed for children, supporting play, drawing, and learning activities with erasable pages.
• Erasable Math Book A5 An A5 erasable stone paper notebook specifically laid out for math practice, allowing students to write, wipe, and reuse the same book for repeated exercises.
• Erasable Game Book A5 An A5 erasable stone paper notebook for games and puzzles, intended for children and families who want reusable activity pages.
• All-in-One School Notebook A reusable multi-subject stone paper notebook designed for school students, combining multiple page layouts in one book to cover different school subjects in a single reusable product.
• Personalized Business Notebooks Customizable reusable stone paper notebooks for corporate customers, with company logos and recipient names applied to the cover. Sold through a dedicated B2B sales channel for use as sustainable corporate gifts, onboarding kits, employee gifts, and CSR/sustainability program items.
• Teaching Kit on Deforestation & Paper Waste An educational teaching kit about deforestation and paper waste, designed for schools and teachers to use alongside MOYU's reusable stone paper notebooks to teach sustainability concepts.

Quantifiable outcome

• 20x less polluting than traditional paper notebooks (6.3% LCA score)
• +7 more outcomes

Named customers15 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

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Trees for KenyacoreStrategic or Co-development PartnerStrategic partnership where Trees for Kenya plants one tree for every MOYU notebook sold. Each purchase contributes directly to reforestation efforts in Kenya. This partnership is central to MOYU's mission of reforesting the planet and provides environmental impact credentials for customers.
• Stone Paper AlliancecoreStrategic or Co-development PartnerMOYU founded the Stone Paper Alliance to build Europe's first circular stone paper system. Focus areas: create demand for stone paper, establish local supply chains, develop collection systems, and enable low-carbon recycling. Connected with 30 potential partners across supply, collect, recycle, demand, knowledge, and finance fields.
• Het Groene BreinminorStrategic or Co-development PartnerPartnership to introduce the Stone Paper Alliance concept. Verbal agreements established to support rollout of circular paper industry initiatives. MOYU presented plan with partners from Het Groene Brein to advance sustainable paper alternatives.
• Stone Paper Manufacturers (Taiwan)coreTechnology or IntegrationCurrent stone paper supply sourced from Taiwan. Product carries cradle-to-cradle certificate. Company is working toward establishing local European production to reduce logistics carbon footprint. Current stone paper consists of 80% calcium carbonate and 20% HDPE.
• Heutink & ReindersminorChannel Partner/ Reseller/ DistributorEducational supplies retailers distributing MOYU school notebooks. Heutink and Reinders carry MOYU products in their retail and distribution networks, making school notebooks accessible to educational institutions.
• WWF (World Wildlife Fund)coreStrategic or Co-development PartnerWWF endorses MOYU as a sustainable alternative to regular paper. Partnership focuses on moving toward a future where trees are not needed for notebooks and deforestation can be reduced. WWF provides credibility for MOYU's environmental mission.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Karst Stone Paper: Karst sells stone paper notebooks, planners, and stationery using the same calcium carbonate-based material as MOYU. Direct head-to-head competitor in the tree-free reusable notebook category, though Karst's notebooks are not erasable in the same way as MOYU's.
• Elfinbook: Elfinbook produces erasable, reusable notebooks with synthetic paper pages that can be wiped clean and reused. Directly comparable on reusability and use case, with overlapping eco-conscious consumer targeting.
• Rocketbook: Rocketbook makes reusable cloud-connected notebooks that users wipe with a damp cloth and re-use. Closest functional analog to MOYU's erasable proposition, though Rocketbook uses traditional paper with special coatings rather than stone paper.
• Everlast Notebook: Everlast makes reusable, wipe-clean notebooks marketed to professionals and students. Competes on the same value proposition (rewritable pages, sustainability, durability) though without MOYU's stone paper material differentiation.

Broad incumbents

• Leuchtturm1917: Leuchtturm1917 is a German premium notebook and planner brand with strong European distribution and corporate gifting presence. Comparable on quality positioning and customer base, though built on conventional paper.
• Moleskine: Moleskine is a global premium notebook and planner brand sold through major retailers and corporate channels. Comparable target customers and gifting use cases, but uses traditional paper and lacks the erasable/sustainability differentiation.

Emerging players

• Field Notes: Field Notes sells pocket-sized notebooks targeted at creatives and professionals. Comparable on consumer/stationery brand-building, though operating in the disposable, low-price tier versus MOYU's reusable premium positioning.
• Baron Fig: Baron Fig is a DTC premium notebook brand targeting creative professionals and thinkers. Overlaps on the 'thoughtful, design-forward consumer' segment and direct-to-consumer stationery positioning, though focused on traditional paper.
• Nu Republic: Nu Republic offers stone paper-based notebooks and stationery with sustainability positioning. Competes in the same stone paper category as MOYU, primarily in markets outside Europe, representing a potential expansion-direction competitor.

Others

• PILOT (Frixion): PILOT manufactures the Frixion erasable pens whose ink technology is core to MOYU's product experience. As the upstream technology enabler, PILOT's pricing and product roadmap directly affects MOYU's consumables revenue and user satisfaction.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@moyu_notebooks
• YouTubeyoutube.com/@moyunotebooks261
• Facebookfacebook.com/moyunotebooks
• LinkedInlinkedin.com/company/moyu
• Instagraminstagram.com/moyu_notebooks
• Pinterestnl.pinterest.com/MOYUnotebooks

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 MOYU LTD