muute

Name

muute

Legal name

MUUTE / Annika Fuhrmann tmi

Website

https://muute.fi

Company type

Private

Operating status

Operating

Ownership category

akta.pro rank

Product category

Handcrafted Bags and Backpacks

NAICS

Luggage and Leather Goods Retailers (45832), Textile Bag and Canvas Mills (314910)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Backpacks & Travel Bags (CRAAAJAB)

akta.pro secondary industries

Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Handbags & Fashion Bags Manufacturing (IMAOAHAA), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)

Keywords

• Handcrafted backpacks
• Upcycled textile bags
• Made-to-order bags
• Sustainable Finnish bags
• Surplus fabric bags

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: MUUTE generates revenue from the direct sale of handcrafted bags and backpacks. Products are priced as one-time purchases with no subscription component. Prices range from €50 (gift cards) to €300 (gift cards). Physical products range from €119 to €279.
2. Custom / Made-to-Order Products: Specialty services include Kantoliinasta (baby wrap upcycling) where customers send their own fabric to be transformed into bags/backpacks. These custom orders carry a premium price and are coordinated individually via email. A repair service is also offered for worn products.
3. Gift Cards: Pre-paid gift cards in denominations of €50, €100, €150, €200, €250, and €300. Delivered via email instantly after purchase. Gift cards expire at the end of the third year after purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

MUUTE designs and handcrafts made-to-order bags and backpacks in its Suomenlinna studio from surplus and recycled textiles, primarily military-grade wool blends and upholstery industry velvet waste. Products are sold directly through the company's own e-commerce storefront with custom orders coordinated by email, and include a distinctive Kantoliinasta service that transforms customers' own baby wraps into bags.

Product overview

MUUTE is a single-brand Finnish manufacturer of ecological handcrafted bags and backpacks. The product portfolio centers on three main backpack models (miniAHTI, AHTI, isoAHTI) differentiated by size, complemented by the SALME minimalist backpack, ONERVA handbag family (available in velvet and canvas versions), SELMA shoulder bag, and KAUKO weekender travel bag. A distinctive offering is the Kantoliinasta (baby wrap) custom bag service, which transforms customers' baby carrier fabrics into unique bags. All products are made-to-order in small batches at the studio in Suomenlinna, Helsinki, using primarily surplus materials from Finnish military and textile industry stocks. The company offers gift cards in various denominations and a repair service for worn products.

Differentiator

Problem solved

Functional benefit

Products and services

• AHTI reppu backpack Versatile roll-top everyday backpack in the MUUTE core line, priced at €219, with padded laptop sleeve for 14" laptops, 14.5L capacity, and water-repellent military surplus wool blend construction.
• miniAHTI reppu backpack Compact roll-top backpack in the MUUTE core line, sized for children or minimal-load adult carry, with 7L capacity and water-repellent military surplus construction at €119.
• isoAHTI reppu backpack Large roll-top backpack in the MUUTE core line, sized for travel and city use, with 24L capacity, padded 15" laptop compartment, removable seat pad, and vegan Enstex (40% polyamide, 60% cotton) fabric at €239.
• SALME reppu backpack Slim minimalist backpack in the MUUTE core line, with 10L capacity, reinforced bottom, front snap pocket, and interior open pocket, priced at €199.
• ONERVA käsilaukku handbag Minimalist round handbag and shoulder bag in the MUUTE line, made from military surplus canvas with adjustable strap up to 140cm and 21cm diameter, priced at €129.
• samettiONERVA velvet bag Velvet handbag in the ONERVA shape, made from surplus upholstery velvet with a plant-tanned leather strap, 21cm diameter, priced at €155 across multiple named colorways (kallio, ruska, myrsky, hattara, roosa, piki, aava).
• KAUKO weekender bag Spacious weekender travel bag in the MUUTE line, 35L capacity, with expandable snap sides, reinforced bottom, removable shoulder strap, leather handle cuff, and military surplus wool blend construction at €269.
• SELMA olkalaukku shoulder bag Minimalist shoulder bag with leather handles and 10L capacity, made from recycled and upcycled materials as part of the MUUTE core bag line.
• Kantoliinasta custom upcycling service Custom upcycling service offered a few times per year, in which customers mail their own baby wraps or ring sling fabrics to MUUTE and the studio crafts them into bags or backpacks across multiple templates (miniAHTI €129, SALME €199, ONERVA €159, AHTI €219, KAUKO €279). The service is opened periodically via newsletter waitlist and is coordinated individually by email.
• MUUTE gift cards Pre-paid MUUTE gift cards in denominations of €50, €100, €150, €200, €250, €300, plus custom amounts, delivered by email and valid until the end of the third year after purchase.
• Korjauspalvelu repair service Repair service for worn MUUTE bags and backpacks, intended to extend product lifespan; pricing is not publicly listed and customers contact the studio by email.

Quantifiable outcome

• All products shipped in reusable RePack packaging; customers receive reward for returning packaging
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• RePack (Plan B Outer Space Ltd)coreTechnology or IntegrationRePack is a Finnish reusable packaging service (from Plan B Outer Space Ltd) used for all MUUTE shipments. Orders are delivered in reusable RePack packaging. When customers return the empty package to RePack, they receive a personal discount code or voucher. MUUTE shares the customer's email and package tracking ID with RePack to enable the reward. A data processing agreement under GDPR is in place.
• Posti Group OyjminorOthersFinnish national postal service used for shipping orders within Finland and to other countries. MUUTE may share customer email address with Posti for delivery notification purposes if the customer consents.
• MatkahuoltominorOthersFinnish logistics company used as an alternative shipping provider. If the customer consents, their email is shared for delivery notifications.
• KlarnaminorOthersSwedish payment service provider (Klarna Bank AB) used for payment processing in the online store. Klarna may conduct credit checks and use score values based on address data and other sources for payment decision-making.
• PayPalminorOthersPayment service provider used for payment processing. PayPal may conduct credit checks for certain payment methods (credit card via PayPal, direct debit via PayPal, purchase on account, or installment plans).
• Liinalapsi (Vanamo Kaiku)minorOthersFinnish baby wrap brand (Liinalapsi) whose Vanamo Kaiku wraps are featured as example materials in Kantoliinasta (baby wrap upcycling) product listings. The Kaiku pattern was designed by Susanna Kääriäinen / Kultavilla.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Elvis & Kresse: UK brand that transforms decommissioned industrial materials (notably fire hoses) into bags and accessories. Closely comparable on the upcycled-industrial-waste positioning, premium pricing, made-in-studio production, and limited-edition craft storytelling.
• Freitag: Swiss brand famous for bags made from upcycled truck tarpaulins. Closely comparable to MUUTE on the upcycled-industrial-surplus value proposition, premium pricing, and craftsmanship story, though operating at significantly larger scale.
• Sandqvist: Swedish bags and backpacks brand with a strong sustainability and Scandinavian design identity, sold DTC and through wholesale. Highly comparable to MUUTE on geography, aesthetic, target customer (conscious urban consumers), and product mix of backpacks and travel bags.
• Baggu: US-based DTC bag brand with a sustainability positioning across reusable, recycled, and upcycled materials. Comparable to MUUTE on DTC-first distribution, sustainable materials, and a broad assortment of backpacks, totes, and accessories.
• Topo Designs: US outdoor and everyday bag brand with sustainability programs (recycled fabrics, B-Corp status). Comparable product categories (backpacks, travel duffels, daily carry) and similar DTC plus wholesale distribution.

Broad incumbents

• Fjällräven: Major Swedish outdoor brand with iconic backpacks (Kånken) and travel bags built for durability and longevity. Overlaps with MUUTE on product type and durability messaging, but operates at vastly larger scale and broader distribution.
• Herschel Supply Co. North American lifestyle bag brand with broad backpack, travel, and accessory assortments. Competes for the same conscious-urban and travel-bag consumer, though with much broader scale, retail distribution, and conventional (not surplus) materials.
• Eastpak: Global backpack and travel bag brand with mainstream distribution. Comparable core product categories (backpacks, travel bags) but at mass-market scale, price point, and conventional materials rather than surplus/upcycled inputs.

Emerging players

• State of Escape: Australia-based bag brand using neoprene and recycled materials with a craft-driven identity. Comparable premium positioning, sustainable materials focus, and DTC-plus-boutique wholesale model.

Regional players

• Lumi: Finnish design brand producing bags, accessories, and leather goods with a focus on craftsmanship and sustainability. Directly comparable as a same-country peer targeting design-conscious Finnish and international consumers with premium bags.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/muutebags
• Instagraminstagram.com/muute_bags

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 muute