Deenin

About the offering

DEENIN is a Muslim lifestyle brand creating practical, faith-aligned consumer products for the global Muslim market of 1.9 billion people ($2T+ in annual consumer spending, projected to reach $3.36T by 2028). The company pioneered The Wudhu Socks—waterproof, Sharia-compliant socks designed for ablution (wudhu)—creating an entirely new product category that has sold tens of thousands of pairs across 50+ countries. The brand has expanded into portable bidets (ABDEEZ sub-brand, 4x sales growth YoY, ~50% margins), educational toys, and other faith-aligned products. Bootstrapped to $2M+ in cumulative sales with 30,000+ orders delivered, revenue nearly doubling year-over-year for three consecutive years while gross margins doubled in the past year. The company operates across Amazon FBA (4 marketplaces: US, UK, Canada, Australia, ~70% of revenue), Shopify DTC, and a B2B wholesale network of 15+ distributors spanning the US, UK, Canada, Australia, South Africa, Kazakhstan, New Zealand, and beyond. Seven new products launched in the last two years. ~25% customer retention rate. The Wefunder campaign has raised $102,301 from 57 investors, with a $25,000 featured investment from a Senior DevOps Engineer at Intel. The Problem Over 2 billion Muslims worldwide face daily obstacles practicing their faith in spaces and with products not designed for their needs. Basic acts of worship like performing ablution (wudhu) become inconvenient and uncomfortable in public settings—workplaces, airports, travel environments. Despite representing a $2T+ consumer market growing toward $3.36T by 2028, Muslims are still treated as a niche market rather than a growing movement shaping modern consumer behavior. There is a fundamental gap between faith and functionality: no structured global market existed for purpose-built, Sharia-compliant everyday products that make practicing Islam simpler and more dignified in modern life. The broader Muslim lifestyle and modest apparel market alone is valued at $320B+ growing at 6-8% annually. The Solution DEENIN designs and sells practical, sustainable, faith-aligned products that help Muslims live their faith more easily in modern life. The flagship product, The Wudhu Socks, are waterproof, Sharia-compliant socks with verified waterproof technology that allow Muslims to perform ablution without removing their socks—a certified, purpose-built solution replacing improvised workarounds. The ABDEEZ Portable Bidet (electric and manual models) addresses hygiene needs aligned with Islamic practices, with the bidet market growing 6%+ annually. The product development process starts with community listening, moves through structured research and prototyping, and implements strict quality controls through manufacturing. All products are designed by Muslims for Muslims, ensuring authenticity and cultural relevance. The product roadmap includes smart prayer timers, travel-friendly ablution kits, and continued category expansion. Business Model Revenue comes from three channels: Amazon FBA (~70% of revenue, operating across US, UK, Canada, and Australia with optimized PPC and fulfillment), Shopify DTC (two stores managed through 3PL partners in the US and China, higher AOV and brand control), and B2B wholesale (15+ international distributors). Subscription models are planned as a future retention lever. The company is entirely bootstrapped with no outside capital prior to this raise. Revenue has nearly doubled YoY for three consecutive years. Gross margins doubled in the past year. AOV has increased significantly through product line expansion. The ~25% customer retention rate on consumable/replacement products indicates repeat purchase behavior. Traction $2M+ in cumulative sales (bootstrapped). 30,000+ orders shipped to 50+ countries. Revenue nearly doubling YoY for three consecutive years. Gross margins doubled in the past year. 7 new products launched in the last two years. AOV doubled. 15+ distributor partnerships across US, UK, Canada, Australia, South Africa, Kazakhstan, New Zealand, and more. ~25% customer retention rate. ABDEEZ portable bidet sales grew 4x YoY. Strong social media presence with thousands of positive reviews and user-generated content. Doctors, travelers, and parents cited as customer segments in testimonials. The Wefunder campaign has raised $102,301 from 57 investors. No specific current-year revenue, margins, or profitability figures were disclosed beyond the cumulative $2M+ and growth trajectory descriptions. Team President and CEO Carter Mandrik is a Muslim revert with a PhD in Marketing who served as marketing director of Turkey's largest dairy company. He is a professor and brand strategist with decades of experience scaling global consumer brands and partnerships, leading DEENIN's growth strategy and market positioning. COO and Head of Product Development M. Umar Khan built DEENIN from his parents' bedroom into a global Muslim lifestyle brand. He is an Economics and Information Systems graduate from Turkey's #1 university, creator of The Wudhu Socks, and a self-taught product designer driving innovation and community engagement. Strategy and Communications Advisor Surkhel Yousafzai is an advisor at Falcon & Associates leading Dubai's global positioning and partnerships, an LSE Master's graduate, and an award-winning strategist advancing inclusive, high-impact initiatives across government, policy, and communications. Additional team members span supply chain, marketing, e-commerce, and sustainability.

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