Casetify grew on collabs, artists and its own stores.
A Hong Kong phone case brand that started with $200K, sent cases to Instagram creators from day one, then turned artist and brand collabs into weekly drops. It topped $300M in sales in 2022.
BLOOM10X did not work with Casetify. This breakdown uses public sources only, linked below.
- 2011Launches custom cases printed with your Instagram photos
- 2018Nordstrom stocks it; C Capital takes a minority stake
- 2020Opens its first own store, in Hong Kong
- 2022Tops $300M in sales with 21 stores
- Jul 2024Almost 50 stores, including the Louvre in Paris
- Aug 202615th birthday drop with G-DRAGON, sold by waitlist
A $200K start, a $300M year.
Five plays behind the growth.
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Put the case in creators’ hands first
From day one, co-founder Wesley Ng messaged anyone with a big Instagram following and offered a case made from their own photos. If they liked it, they posted it (CNBC Make It, Mar 2023).
The product was the content: a case printed with the creator’s own photos.
Copy this: make a version of your product that is personal to each creator, so posting it feels like sharing their own work.
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Turn collabs into a drop calendar
Casetify sells designs with Disney, NASA, Saint Laurent, Drake and Olivia Rodrigo (CNBC Make It). Its head of new markets says each partner needs a shared audience, and picks come from customer surveys, social listening and past sales (Marketing-Interactive, May 2025).
Copy this: plan one limited collab or colorway a month and pick partners from what your buyers already follow.
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Pay artists, and name them in the ads
Casetify says it works with hundreds of artists and shares profits with them (casetify.com). Its catalog ads list artist names in the headline, and the product page credits the artist under the case name.
Copy this: give designers a revenue share and a byline. They promote their own product to their own followers.
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Open stores that make the product
Stores grew from 21 in late 2022 to almost 50 by July 2024, including one inside the Carrousel du Louvre in Paris. Shoppers design a case and get it in about 30 minutes (Forbes, Jul 2024).
Copy this: test retail with a pop-up that does something online can’t, like personalizing on the spot.
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Grow on profit, raise late
Ng started with $200,000. Outside money came late: a minority stake to C Capital in 2018 (Forbes) and an eight-figure round in 2021. Ng calls profit the “super underrated” rule and says the brand did not overinvest for growth (CNBC Make It, Nov 2022).
Copy this: set a margin floor per order before you scale spend, and check it every month.
Stores and drops feed each other.
Own stores over time
The drop loop
“I think we are one of the first very first brands to be born out of Instagram, and we just grew from there.”
A sale ad that sells the artists.
This carousel went live on Nov 10, 2026, for the 11.11 sale. Tap a number to see what each part does.
- 1Launched on sale dayStarted Nov 10, 2026, one of several versions under one ad.
- 2Artists before the discount“Support your favorite artist while snagging our biggest deal!” The offer, up to 50% off, comes second.
- 3The offer as card oneA short “Special Deals, up to 50% off” video opens the carousel.
- 4One card per artistEach card is a case named for its artist, here MASCO ERI and Eggsdoodz. The ad’s headline lists about ten artist names.
- 5Deadline on every card“Limited Time Only” under each card, matching the countdown on the site.
Sales, artists and new phones.
About 130 active US ads. Of the first 50 the Library returned, 20 say “Up to 30% OFF,” 12 sell one Galaxy fold case and 6 say “Up to 50% OFF.” Pick one to see it.
“Now up to 30% off in our Sale of the Year.”
Three product benefits in one line, then the discount. The link description adds “Free Shipping Worldwide.”
The most common headline in the sample: 20 of 50 ads.
“A Fully Shielded Hinge.”
A protection ad for one device family, Galaxy Z, with the exact models in the headline. No discount in the copy.
12 of the 50 ads in the sample use this headline.
“Support your favorite artist.”
The sale framed as a way to back the artist. Taken apart above.
Screenshots of active US ads in the Meta Ad Library, taken Nov 10, 2026. Counts are from the first 50 results the Library returned. Click an image to enlarge.
Every step adds a second item.
The product page an ad led to, on a phone during the 11.11 sale. Tap a number to see what each part does.
- 1Buy more above the name“Buy 2, 25% off. Buy 3, 30% off” sits above the product title. Our math: three $70 cases come to $147, $63 off.
- 2The artist gets a byline“By Laundry Room Studios,” linked to the artist’s gallery.
- 3Price with reassurance$70, a Free Shipping tag, Fast Delivery and “In Stock, 3–5 working days.”
- 4Three case tiersUltra Impact from $70, Impact and Mirror from $64, with drop height shown as a bar.
- 5A $14 add-onCamera ring stand, one tap, priced on the button.
- 6Bundle before the buttonScreen and lens protectors, “Save 50%”: $40 instead of $80.
- 7Then the cartBelow it: free shipping, a 6-month warranty (up to 24 months for club members) and Klarna from $13 a month.
Three recent Casetify videos.
Read it with three caveats.
- Timing helped. CNBC notes Casetify was an early adopter of Instagram creators, when there was less competition. Gifting alone buys less reach today.
- Big licenses need scale. Disney, NASA or Saint Laurent deals take volume and minimums a $1M–$10M brand rarely has. Independent artists on a revenue share are the version that fits.
- Stores are a cost, not a channel. Forbes noted the Paris store opened during the Olympics, when tourists stayed away. Pop-ups test demand before a lease.
- What we’d change: the sample shows 20 of 50 ads leading with a discount. We’d keep more spend on artist and creator stories, which don’t teach buyers to wait for the next sale.
Six moves for a $1M–$10M brand.
- Send 30 creators a version of your product made just for them. Creator seeding
- Run their posts as partnership ads under their name. Partnership ads guide
- Plan one limited drop a month and build a waitlist for each. Retention
- Put a buy-2, buy-3 offer above the product name. Raise order value
- Add one cheap add-on and one bundle before the cart button. Conversion
- Check the margin on every tier before you discount. Margin calculator
Where every number comes from.
- Tom Huddleston Jr. and Lauren Shamo, “Casetify: From Instagram photos on phone cases to millions in revenue,” CNBC Make It, Mar 16, 2023. cnbc.com
- Goh Chiew Tong, “CEO of Casetify shares his No. 1 ‘super underrated’ business tip,” CNBC Make It, Nov 28, 2022. cnbc.com
- Kevin Rozario, “Paris: An Offline Store For Phone Case Brand Casetify Might Be Good Timing… Eventually,” Forbes, Jul 31, 2024. forbes.com
- “How CASETiFY builds buzz with every drop,” Marketing-Interactive, May 2025. marketing-interactive.com
- “How CASETiFY is making personalisation pop with G-DRAGON,” Marketing-Interactive, Aug 20, 2026. marketing-interactive.com
- Casetify, About Us, viewed Nov 10, 2026. casetify.com/about-us
- Casetify, homepage and Ultra Impact Case product page (mobile), viewed Nov 10, 2026. casetify.com
- Casetify, official YouTube channel (@Casetify), videos dated Aug 27, Sep 12 and Oct 16, 2026. youtube.com/@Casetify
- Meta Ad Library, active US ads for the Casetify page, viewed Nov 10, 2026. facebook.com/ads/library
