{ "schema": "pointcast.modular-carry/v1", "url": "https://pointcast.xyz/reviews/modular-carry", "title": "The modular carry companies", "dek": "Nine companies that sell a standard first and the bag second: a carabiner, an O-ring, a webbing grid, a hole for a charm, a frame for a stove. What each one sells, what it costs to get in, and what a small local brand can take from it.", "byline": "cc", "asOf": "2026-09-29", "hero": "/images/bags/carry-kit.jpg", "heroAlt": "A pixel-dithered specimen sheet of bags in black, cobalt and yellow: a pickleball backpack, a grocery tote, a holey beach tote, a soft cooler, a rope-strap sling, a duffel, a roll-top dry bag, keys on a carabiner, and a phone on a lanyard.", "heroCredit": "Illustration: Astra (Codex) for PointCast", "method": "Desk research from the makers' own stores and pages, checked September 29, 2026, plus the news and reference sources named on each card. Prices are US list prices from the makers' stores on that date. PointCast has not handled these products, so there is no rating. Where sources disagree on a number or a founding detail, we say so and name the source.", "disclosure": "Every link on this page is a direct, non-affiliate link to the maker or to the source. PointCast earns no commission and no company paid for or reviewed its placement.", "entries": [ { "id": "topologie", "name": "Topologie", "hq": "Hong Kong", "founded": "2018", "origin": "Founded in 2018 by climbers. Registered office in Hong Kong, with stores in Paris, Tokyo, Taipei and Hong Kong.", "system": "Climbing-rope straps end in quick-release swivel carabiners that clip onto any Wares bag, pouch or phone case.", "heroProducts": [ { "name": "Phone Strap Adapter", "price": "$12" }, { "name": "Bottle Sacoche Medium (bag only)", "price": "$82–92" }, { "name": "Straps, 8.0mm Wrist to Cargo", "price": "$30–110" } ], "lesson": "The strap is the product and the bags are the pods. A $12 adapter lets someone into the system through their phone. Collaborations with Café du Cycliste, Maison Mihara Yasuhiro and Universal Works change the look but keep the same interface.", "number": { "text": "The brand claims 120+ straps and 1,000+ combinations.", "source": "https://fashionunited.com/fashion-jobs/work-at/topologie-jobs/about", "sourceLabel": "FashionUnited company profile" }, "interface": { "connector": "Quick-release swivel carabiner on a rope strap", "wayIn": "Phone Strap Adapter, $12", "addOn": "Straps, $30–110" }, "url": "https://topologie.com", "image": "/images/bags/topologie-bottle-sacoche-medium.jpg", "alt": "Green plaid wool Topologie Bottle Sacoche Medium, a small zippered barrel bag", "credit": "Product photo: Topologie", "group": "carry" }, { "id": "peak-design", "name": "Peak Design", "hq": "San Francisco", "founded": "2010", "origin": "Founded in 2010 by Peter Dering.", "system": "Three connectors are shared across the line: Anchor Links for straps, the Capture clip for a camera on any strap or belt, and the MagSafe-compatible SlimLink phone mount used by its cases, tripods, car mounts and bike mounts.", "heroProducts": [ { "name": "Anchor Links", "price": "$29.95" }, { "name": "Mobile Tripod", "price": "$79.95" } ], "lesson": "Every launch is pre-sold on Kickstarter to test demand, and the gear carries a lifetime warranty. Once someone owns the connector, every other product that uses it is an easy add-on.", "number": { "text": "The first Kickstarter (Capture, 2011) raised $364,698 from 5,258 backers. The 2025 Roller Pro campaign raised $13,408,553. Lifetime, it has raised tens of millions: over $34M per Wikipedia, while the founder has said $60M+.", "source": "https://en.wikipedia.org/wiki/Peak_Design", "sourceLabel": "Wikipedia: Peak Design" }, "interface": { "connector": "Anchor Links, Capture clip, SlimLink mount", "wayIn": "Anchor Links, $29.95", "addOn": "Mobile Tripod, $79.95" }, "url": "https://www.peakdesign.com", "image": "/images/modular-carry/peak-design.jpg", "alt": "Four Peak Design Anchor Links with red discs on cord loops, and two black strap anchors", "credit": "Product photo: Peak Design", "group": "carry" }, { "id": "tom-bihn", "name": "Tom Bihn", "hq": "Seattle, own factory", "founded": "1982", "origin": "The company was founded in 1982 in Santa Cruz. Tom Bihn has made bags since 1972.", "system": "O-rings sewn inside every bag take Key Straps and organizer pouches, and shoulder straps come off and are sold separately.", "heroProducts": [ { "name": "Key Strap", "price": "$8" }, { "name": "Mystery Pouch (leftover fabric)", "price": "$12" }, { "name": "Absolute Shoulder Strap", "price": "$30" }, { "name": "Synapse 25", "price": "$265" } ], "lesson": "A cheap internal standard turns $8 to $50 pouches into repeat purchases, and making the bags in its own Seattle factory is the story.", "number": null, "interface": { "connector": "O-rings sewn inside the bag", "wayIn": "Key Strap, $8", "addOn": "Mystery Pouch, $12" }, "url": "https://www.tombihn.com", "image": "/images/modular-carry/tom-bihn.jpg", "alt": "Black Tom Bihn Synapse 25 backpack with one front pocket unzipped to show an orange lining", "credit": "Product photo: Tom Bihn", "group": "carry" }, { "id": "goruck", "name": "GORUCK, on MOLLE", "hq": "Jacksonville Beach, FL", "founded": "2008", "origin": "Founded in 2008 by Jason McCarthy, a Special Forces veteran, and his wife Emily. It builds on MOLLE, the US Army's open attachment standard.", "system": "PALS webbing, rows of 1-inch webbing spaced 1 inch apart and stitched every 1.5 inches, lets any compatible pocket attach to any compatible pack.", "heroProducts": [ { "name": "Event patch (Taco Ruck, Donut Ruck, Coffee Ruck)", "price": "$5" }, { "name": "GR1 Field Pocket", "price": "$80" }, { "name": "GR1 USA, Coastal Camo ($525 in waxed canvas or X-Pac)", "price": "$395" } ], "lesson": "It built on an open standard instead of inventing one. It backs the bags with its Scars lifetime guarantee, and its $5 patches are souvenirs of its own events.", "number": { "text": "PALS was developed at the US Army's Natick labs, and MOLLE was introduced in 1997, per Wikipedia. It's the original open attachment standard.", "source": "https://en.wikipedia.org/wiki/MOLLE", "sourceLabel": "Wikipedia: MOLLE" }, "interface": { "connector": "PALS webbing grid (MOLLE)", "wayIn": "Event patch, $5", "addOn": "GR1 Field Pocket, $80" }, "url": "https://www.goruck.com", "image": "/images/modular-carry/goruck.jpg", "alt": "Ranger green GORUCK GR1 Field Pocket, a zippered Cordura pouch with a flag patch", "credit": "Product photo: GORUCK", "group": "carry" }, { "id": "bogg", "name": "Bogg", "hq": "New Jersey, per NBC", "founded": "2008", "origin": "Founded in 2008 by Kim Vaccarella. NBC reports it is based in New Jersey; we did not confirm that on an official page.", "system": "An EVA-foam tote whose holes take Bogg Bits (charms), cupholders, dividers and inserts.", "heroProducts": [ { "name": "Bogg Bit", "price": "$15" }, { "name": "Original Bogg Bag", "price": "$90–100" } ], "lesson": "The Jibbitz playbook applied to a beach bag. Themed charms are cheap, collectible and easy gifts.", "number": { "text": "Revenue grew from $1M in 2018 to $4M in 2019 and $54M in 2023, per NBC LA. Inside Retail reported $140M in 2025 and about $400M lifetime (August 2026).", "source": "https://www.nbclosangeles.com", "sourceLabel": "NBC LA (article 3582897); insideretail.us" }, "interface": { "connector": "Holes in the EVA-foam tote", "wayIn": "Bogg Bit, $15", "addOn": "Original Bogg Bag, $90–100" }, "url": "https://www.boggbag.com", "image": "/images/bags/bogg-bag-original.jpg", "alt": "Mushroom-beige Original Bogg Bag, a molded tote with round holes and two handles", "credit": "Product photo: Bogg", "group": "carry", "note": "Only boggbag.com is linked here. Lookalike stores show up in search." }, { "id": "crocs-jibbitz", "name": "Crocs Jibbitz", "hq": "Boulder, CO", "founded": "2005–06", "origin": "Started in a Boulder basement in 2005–06 by Sheri and Rich Schmelzer. Crocs bought it in October 2006.", "system": "Charms snap into the holes of a Crocs clog; the holes are the standard.", "heroProducts": [ { "name": "A single charm, in 2006 (current price not checked)", "price": "$2.49" } ], "lesson": "The holes were already in the shoe; the charm just used them. Crocs' FY2025 10-K calls Jibbitz a \"key product pillar,\" though it doesn't break Jibbitz out of about $3.3B in Crocs brand revenue for 2025.", "number": { "text": "Crocs paid $10M cash plus up to $10M in earn-out in October 2006. At the time Jibbitz sold about $2M a month at $2.49 a charm, per the Spokesman-Review.", "source": "https://investors.crocs.com", "sourceLabel": "Crocs press release, October 2006; Spokesman-Review" }, "interface": { "connector": "Holes in the clog", "wayIn": "One charm, $2.49 in 2006", "addOn": "More charms (current prices not checked)" }, "url": "https://www.crocs.com", "image": null, "alt": null, "credit": "No product photo: the maker's site was unavailable when we checked", "group": "carry" }, { "id": "snow-peak", "name": "Snow Peak Iron Grill Table", "hq": "Sanjo, Niigata, Japan", "founded": "1958", "origin": "Founded in 1958 by Yukio Yamai.", "system": "A camp kitchen built on a unit grid: 3- or 4-unit frames take ½-, 1- or 2-unit inserts for stoves, grills, storage and worktops.", "heroProducts": [ { "name": "Collapsible IGT 4 Unit Frame", "price": "$224.95" }, { "name": "Entry IGT Set", "price": "$375.95" }, { "name": "Extension IGT", "price": "$419.95" } ], "lesson": "Once someone owns a frame, they buy inserts for years.", "number": { "text": "Bain Capital led a ¥34B (about $226M) management buyout in 2024 and took Snow Peak private, per law.asia.", "source": "https://law.asia", "sourceLabel": "law.asia" }, "interface": { "connector": "IGT unit grid (½, 1 and 2-unit inserts)", "wayIn": "Collapsible 4 Unit Frame, $224.95", "addOn": "Extension IGT, $419.95" }, "url": "https://www.snowpeak.com", "image": "/images/modular-carry/snow-peak.jpg", "alt": "An empty Snow Peak IGT frame, two black rails joined by steel end pieces", "credit": "Product photo: Snow Peak", "group": "gear" }, { "id": "helinox", "name": "Helinox", "hq": "South Korea", "founded": "2009", "origin": "Founded in 2009 by Jake Lah and his son Young as a spin-off of DAC, the tent-pole maker. Another source says 2011.", "system": "A shock-corded aluminium pole-and-hub frame is shared by its chairs, cots and tables, with add-ons and spare parts sold separately.", "heroProducts": [ { "name": "Replacement case", "price": "$10.95" }, { "name": "Cup holder", "price": "$17" }, { "name": "Chair One", "price": "$109.95" }, { "name": "Tactical Table L", "price": "$194.95" } ], "lesson": "It grew out of a supplier's real expertise, since DAC poles go into The North Face, MSR and Hilleberg gear. Selling parts makes repair routine.", "number": { "text": "2020 sales of ₩41B, up 26%, with chairs about 70% of sales, per Asia Economy.", "source": "https://cm.asiae.co.kr/en/article/2021051410194491038", "sourceLabel": "Asia Economy, May 2021" }, "interface": { "connector": "Shock-corded pole-and-hub frame", "wayIn": "Replacement case, $10.95", "addOn": "Cup holder, $17" }, "url": "https://www.helinox.com", "image": "/images/bags/helinox-chair-one.jpg", "alt": "Black Helinox Chair One with mesh panels on a blue aluminum frame", "credit": "Product photo: Helinox", "group": "gear" }, { "id": "wonderfold", "name": "WonderFold", "hq": "Irwindale, CA", "founded": "2019", "origin": "The local one. Founded in 2019 by Sabrina Ng and Kevin Xia.", "system": "One wagon chassis takes add-on canopies, seats, table tops and bundles; the S5 table top is rated to 66 lb.", "heroProducts": [ { "name": "S5 canopy", "price": "$159" }, { "name": "S5 Convertible Utility Wagon", "price": "$329" }, { "name": "W4 Luxe Pro stroller wagon", "price": "$899" } ], "lesson": "A beach and utility wagon grew into a stroller category, with bundles and licensed collaborations, from the Van Gogh Museum to a Porsche edition at $1,999.", "number": { "text": "Sold in 10 international markets, per Spielwarenmesse.", "source": "https://www.spielwarenmesse.de", "sourceLabel": "Spielwarenmesse" }, "interface": { "connector": "One wagon chassis", "wayIn": "S5 Convertible Utility Wagon, $329", "addOn": "S5 canopy, $159" }, "url": "https://www.wonderfold.com", "image": "/images/modular-carry/wonderfold.jpg", "alt": "Black WonderFold S5 wagon with mesh side panels, a pull handle and four wheels", "credit": "Product photo: WonderFold", "group": "gear" } ], "lessons": [ { "title": "Standardize the connector, not the bag.", "text": "Topologie's carabiner, Tom Bihn's O-ring, the MOLLE grid, Bogg's holes and the IGT unit all keep the interface fixed while the pods change." }, { "title": "Offer a cheap way in and collectible add-ons.", "text": "A $12 adapter, an $8 key strap, a $15 charm, a $5 patch. Local themes suit charms: a charm for each court, for example." }, { "title": "Pre-sell before ordering stock.", "text": "Peak Design still funds launches through Kickstarter. Sewn goods commonly need a few hundred units per colour (not verified)." }, { "title": "Make repair part of the brand.", "text": "Peak Design's lifetime warranty, GORUCK's Scars guarantee, Helinox parts, Tom Bihn's leftover-fabric pouches." }, { "title": "Tie merch to events.", "text": "GORUCK's $5 patches mark its own rucks. Here that could be a pickleball league night or a beach cleanup." }, { "title": "Build on an open standard if you can't own one.", "text": "MOLLE, MagSafe, a common carabiner size." } ], "build": { "title": "An El Segundo house carry system", "status": "An idea PointCast is exploring. Not a product, not for sale, no preorders.", "standard": "One strap and one clip standard. Everything else is a pod that hooks on and off.", "pods": [ { "name": "Court pod", "note": "Paddle and balls, with a vented pocket for sweaty clothes." }, { "name": "Trader Joe's pod", "note": "Stands up in a cart and hooks onto the strap for the walk to the car." }, { "name": "Beach pod", "note": "Sheds sand and rinses off with a hose." }, { "name": "Phone and glasses pocket", "note": "The small one that rides on the strap all day." }, { "name": "Chair clip", "note": "Carries a folding chair on the same strap." }, { "name": "Trunk rail", "note": "Where the pods live between trips." } ], "invite": "If you'd carry it, or you'd change it, tell us on /shortwave." }, "affiliateLinks": false, "handsOn": false }