Fond of
FOND OF GmbH · Germany
Fond of (FOND OF GmbH) is a Cologne-based company that runs a family of bag and children's product brands, including ergobag, satch, Affenzahn, AEVOR and Alvi. It states that it was founded in 2010 to bring the first ergonomic school backpack to market. It matters as a German multi-brand group in school and lifestyle bags.
| Founded | 2010 |
|---|---|
| Legal entity | FOND OF GmbH |
| Headquarters | Cologne, Germany |
| Brands | ergobag, satch, Affenzahn, AEVOR, Alvi |
| Segment | School and lifestyle bags |
| Website | fondof.de |
What is Fond of?
Fond of is the name under which FOND OF GmbH presents its brands. The company's website gives its address in Cologne, Germany, and describes a site called The Ship in the city as its home base. The sources reviewed do not name the founders or the current shareholders, so this profile makes no claim about either.
History
According to the company website, Fond of was founded in 2010, originally to bring the first ergonomic school backpack to market. That product became the ergobag brand. Further brands were added around it, covering different ages and uses.
Brands and positioning
The company website lists five brands:
- ergobag: ergonomic school bags
- satch: school backpacks for pupils at secondary schools, plus leisure and travel products
- Affenzahn: backpacks and shoes for children
- AEVOR: backpacks and accessories that encourage emission-free travel
- Alvi: baby sleep products such as sleeping bags, mattresses and bedding
Together these brands follow a child from infancy through school years to young adulthood, which is the logic of the portfolio.
Business model and distribution
The ergobag website shows an online shop and a store locator for finding retailers, which indicates a combination of direct online sales and third-party retail. The company site also lists a partner shop section. Specific retail partners and sales volumes are not given in the pages reviewed.
Why it matters
Fond of illustrates how a single product idea, an ergonomic school backpack, can be extended into a portfolio of age-targeted brands. For the German school goods market, ergobag is its best-known label, and the group structure shows how a company can serve several life stages with distinct brand identities.
Frequently asked questions
Where is Fond of from?
Fond of is a German company with its address in Cologne. Its website says it was founded in 2010.
Which brands belong to Fond of?
The company website lists ergobag, satch, Affenzahn, AEVOR and Alvi as its brands.