A Simple Case
I still remember the feeling of buying my first iphone. I remember even more acutely the first time it slipped out of my pocket whilst exiting a car and turned my screen into a high-tech kaleidoscope. Cases for smartphones have been a necessity since their fragile arrival in our lives, however in 2011 Wesley Ng, a former TV commercial director in Hong Kong, realised that phone cases had the potential to be more than just protection.
Despite the growing importance of smartphones in people’s lives, phone cases were still largely generic and uninspiring. According to Ng “Smartphones were becoming an extension of our personalities, but the accessories didn’t reflect that. I thought, why not turn phone cases into a form of self-expression?”
Ng partnered with Ronald Yeung, a tech-savvy entrepreneur with a background in software engineering, to bring this idea to life. Together, they launched Casetify under its original name, “Casetagram,” as a platform that allowed users to design personalized phone cases using their Instagram photos. The concept was simple but innovative: combine social media with customization to offer products that felt personal and unique.
As Ng has said, “We were trying to connect technology with emotion. A phone case isn’t just a piece of plastic; it can tell a story.” By 2014, the company rebranded as Casetify and expanded its focus, blending customization with high-quality designs and collaborations with major brands. This pivot helped transform Casetify into a global lifestyle brand, one that has sold over 15 million cases, now generates over $300 million annually and ships to more than 180 countries from its headquarters in Hong Kong.
Casetify’s new flagship store in Seoul
One of the key reasons for Casetify’s success is its founders’ ability to stay ahead of trends while staying true to their mission. Ng and Yeung didn’t just create a product—they built a platform for creativity and self-expression. “We’ve always been about empowering people to be their own designers,” Ng says. “That’s what makes Casetify different. It’s not about us telling you what’s cool; it’s about you deciding what’s cool.” This philosophy has resonated deeply with millennials and Gen Z, who value individuality and creativity.
It has also meant they haven’t been stuck as a one-trick pony. Over the years, the company has expanded its offerings beyond custom cases to include pre-designed collections, AirPods cases, Apple Watch bands, and more. “We’re not just a phone case company,” Ng says. “We’re a brand that connects with people on a personal level. That’s why we’ve been able to grow so quickly.”
As a consumer business, reaching customers directly was critical to success. Casetify’s rise coincided with the explosion of social media platforms like Instagram, and the company has skillfully leveraged these platforms to build its brand. Influencer partnerships, user-generated content, and viral marketing campaigns have all contributed to its visibility. The hashtag #Casetify has become a symbol of trendy and aspirational tech accessories. Casetify has also mastered the art of collaboration, partnering with some of the biggest names in pop culture and fashion. From Disney and BTS to luxury brands like Prada, these partnerships have helped Casetify stay culturally relevant and appeal to a wide range of audiences whilst keeping the brand fresh and exciting.
In recent years, Casetify has embraced sustainability as part of its mission, reflecting a growing awareness of environmental issues among its customer base and the risks that this could bring for consumer product businesses. The company launched its “Re/CASETiFY” program, which allows customers to recycle their old phone cases in exchange for discounts on new ones. Many of the brand’s products now incorporate recycled materials, further solidifying its position as a leader in eco-conscious tech accessories. “We know we have a responsibility to do better for the planet,” Ng says. “Sustainability is no longer an option—it’s a necessity. Our customers expect it, and we want to lead the way.”
Casetify’s financial growth has been nothing short of remarkable. The company saw a 70% surge in sales in 2021, driven by the pandemic-era boom in online shopping and an increased demand for personalized products. Today, most of its revenue comes from direct-to-consumer sales through its website and app, a testament to its success as an e-commerce-first business.
The story of Casetify is a testament to the power of innovation, adaptability, and staying true to a core mission. Wesley Ng and Ronald Yeung not only identified a gap in the market but also had the vision and determination to fill it in a way that resonated with millions. As the tech accessories market continues to evolve, Casetify’s ability to stay ahead of trends has been incredibly impressive. In the words of Wesley Ng: “At the end of the day, it’s about creating something meaningful in people’s lives.”