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About us

We are a brand which has been born into mother nature. It's time to create a new feeling.

After looking at alternatives

Our journey began in 2018

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A perfect fit for your every day life

Designed to be versatile

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Simplicity in design and form

We’re just getting started

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Our incredible team are here for you

Nicole Williams

Company Director
"Profit in business comes from repeat customers; customers that boast about your product and outstanding service"

Bjorn Gunnarson

Head of Design
"Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends work with you."

Charlotte Banks

Research & Development
"You’ll never have a product or price advantage again. They can be easily duplicated, but a strong customer focus can’t be copied."

Sam Gallagher

Customer Support
"Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves."
I’m so happy with the service from Shoptimizer – my order was delivered within 48 hours and the thought and care they put into their products really stands out. Plus, their support is just awesome!
Sean Walsh
London, UK
Fabulous top bought as a birthday gift for a friend who wears it almost every day. Smart packaging which looks exciting and special. Very good on delivery. Will purchase it again as a gift and for myself!
Astrid Sorensen
Oslo, Norway

In the press

Welcome to HonuCo!


My name is Madalyn and along with my digital-savvy husband Tony, we are the proud co-founders of HonuCo. Inspired by the majestic sea turtles that share their beautiful home with us here in Honolulu, Hawaii, we wanted to find a way to make high-quality outdoor products that bring joy to adventure seekers while also supporting the sea life we know needs protecting. 

As a family who loves to enjoy time outside making memories, we’ve learned firsthand that having the best day is much more likely when you pack the best gear. As a couple who frequented Hawaii and eventually moved to make this our permanent home, we were constantly looking for the right things to bring as we visited new beaches and hiked new trails. After having to throw away low-quality items on more than one occasion, we knew there had to be a better way. 

In 2019, we welcomed our handsome hapa son Jack into the world and our perspectives shifted. Now not only were we taking even more things with us on weekend adventures, but the gear we brought had to be high quality, durable, and easy to clean. That’s when we started thinking, what would it take to create a sustainable brand that allowed us to enjoy life while also protecting life? 

As an avid snorkeler, Tony always comes home with the best GoPro footage of sea turtles. It’s like they are synchronized swimmers on an Olympic team – so in sync and beautiful to watch together. After Jack was born, we were excited to immerse him in nature too. On a visit to the North Shore, his face lit up when he spotted a Green Sea Turtle for the first time! That’s when it hit us – by using Tony’s expertise in e-commerce, my background in fundraising, combined with our family passion for protecting nature, there was a way to create a responsible company – HonuCo was born!

Bringing together high-quality materials and the spirit of philanthropy, our suite of products helps people enjoy their time outside while also feeling good about supporting nature. With every HonuCo product sold, a portion of all net revenue is donated to support the organizations that are working hard to save the turtles across the globe.

Finally there is a way to have easy to use gear that makes life feel like a day at the beach while protecting the animals that live on the beach too. Thank you for being on this journey with us. We hope you enjoy the view!


Madalyn, Tony, and Jack

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